A complimentary review from a client is golden. Whether online or in person when a client expresses deep satisfaction with your spa or massage practice and your professional skills, it may be money in the bank. Reviews may be the first thing that prospects see when conducting an online search for a vendor or product.
But you do not always have to wait for someone else to sing your praise or shed light on your proficiency. Self-promotion should be a key part of your marketing effort. It is perfectly acceptable to “toot your own horn” about your capabilities and achievements to gain recognition for your business. You just want to conduct self-marketing in a way that does not sound boastful but helps to convey your expertise in a particular area, whether it’s a type of massage or skin treatment.
In “Managing Self-Promotion” that ran in the Harvard Business Review, Leslie K. John, a professor of Business Administration at Harvard writes about self-promotion. She says,
“Humility is admirable. But if someone requests information or an answer that requires you to reveal positives about yourself, you should oblige. Research indicates that when someone details an accomplishment in response to a direct question, others do not judge that person as any less agreeable.[1]
However, John also points out that you want to strike a balance. Research has found that when people present a balanced picture of themselves versus only discussing successes, they come across as more credible and likeable.[2]
Examples of self-promotion
There are perfectly acceptable ways to make clients and prospects aware of your skills and accomplishments to instill confidence in your spa or massage practice. In fact, most clients expect some measure of self-promotion because it confirms their good judgement about working with you.
Here are examples of self-promotion of your spa or massage practice to let clients, prospects, potential employees, and business partners know about your capabilities and when you have achieved something particularly special:
Distribute a newsletter: A monthly or bi-monthly newsletter that talks about your latest service offerings is a wonderful way to let clients and prospects know what you provide and what sets your spa or massage practice apart from others. Try to include testimonial quotes from clients to give even more credibility to your skills and expertise. The newsletter can also feature special treatments you are offering as well as retail promotions. Included in the newsletter is your support for charitable organizations your spa or massage practice is involved in.
Always have a business card on hand: Make sure to have business cards on hand wherever you go. Whether you attend a local business function or a social event, be sure that people remember you. One of the best ways is to leave your card with them. Make sure your card has your website and social media addresses on it.
Author a book or author an article: You have expertise so why not share it? You can easily produce an e-book these days on types of massage or skin treatments and their value. Your book can include tips on home skin care and good health practices. An alternative to an e-book could be an article that you submit to a health or women’s magazine. Once the article is published, include a PDF or link to an online version on your website and promote the article on your social media pages.
Speak at a conference: Another way to promote your expertise is to participate in a panel or conduct a seminar at a trade show or conference. Let your clients and prospects and business associates know about your participation via email and social media posts. Even after the conference, you can post a YouTube video of your presentation and provide a link to your followers to highlight your expertise.
Promote an award: There are probably several small business awards programs in your community. Entering your spa or massage practice is an effective way to highlight your talents and business achievements. If you win, highlight the award in your establishment, send out a press release to local business editors and promote the award on your social media channels.
Spread the news: Anytime you do something unique and newsworthy – expand your business; offer a service targeted to a special need or tied to a holiday; or partner with another company, trade group or not for profit organization – let local media know about it through a press release or call to the appropriate editor or broadcaster.
Start a discussion on social media channels: You can highlight your knowledge and expertise by starting a discussion on a social media channel. If you have a topic, you particularly want to promote, post your comment, and ask others for input. Do not be shy about your accomplishments and know how. Letting your marketplace know about what is going on at your spa or massage practice and sharing your knowledge increases your visibility and credibility and attracts more clients.
When it comes to self-promotion, convey your accomplishments with confidence in a way that addresses what makes you a preferred provider.