MAR 2017

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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[ 94 ] • DAYSPA • march 2017 marketing savvy by Leslie Lang Author, Author! Should spa owners strive to become self-published experts? Many marketing pros think there's a case to be made. © GETTY IMAGES W hat makes spa-goers choose your establishment over the one across town, or across the street? Long gone are the days when a big sign and a catchy name will do the trick. Today's spa afi cionados are information seekers. They want to know that the businesses they patronize are knowledgeable and experienced, and that the services and goods they purchase will be worth their investment. Enter "authority marketing," an approach based on the premise that in today's data-driven climate, business owners who actively position themselves as experts in their fi eld have a leg up on the competition. "When people go searching for a spa or medspa to get a treatment, fi rst they're going to look at its website," says Dori Soukup, founder and CEO of spa consultancy InSPAration Management (, and an authority marketing proponent. "And if it doesn't mention a book or video—some special engagement to diff erentiate that business from others—then it's 'just another place.'" Publishing your own book, Soukup says, can be a useful way to set yourself apart from other spas in the area. A book enables you to establish yourself as an expert, and gives you something concrete around which to build a marketing plan. Soukup should know: For years, the spa-turnaround specialist, teacher and speaker has been penning books, many as part of her company's Spa Business Success Library. She has also helped about 40 spa owners publish titles. But you don't have to release an entire series to benefi t from committing your knowledge to text. Just ask Cindy Cobb, owner of medspa and salon Allure Enhancement Center in Lafayette, Louisiana. Cobb, who wrote Turning Back the Hands of Time (CreateSpace Independent Publishing Platform, 2016), found publishing a book to be major validation. "I believe the book

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