Dear Reader February 2011

It is hard to believe that we are already into the second month of the new decade and even more amazing how our world continues to change. The days of buying a Yellow Pages ad and calling it a day are long over and those who are going to not just survive, but thrive must make the adjustments no matter how challenging or foreign they may seem. To be honest, I too am learning to embrace the new world of technology and marketing. In fact, it is almost a daily conversation in our office. Therefore, I decided to write this month and let you know we are in this together.
The first thing to remember is that you are not marketing to yourself, so in order to reach the people you are trying to bring in you have to know their language and how to reach them. Four or five years ago, Facebook was a place for high schoolers to visit with their friends and no one had even heard of Twitter. Today, you would be hard pressed to find someone who does not have a Facebook profile. Even if they are not using it, most people have at least signed on just to see what all the fuss is about. I have two accounts that I maintain, one personally and one professionally. This is a strategy that I highly recommend to each of you as well. Yes, it requires a bit more effort, but in the end the results will be the reward.
If you are not comfortable in this online environment start by seeking out a class at your local community college to familiarize yourself with the terminology and the best ways to make use of this highly valuable tool. Then, spend a little time learning your way around before stepping out on your own. There are several industry experts that have jumped on this hot new marketing method; follow or friend them and watch what they do. Join the professional network at aestheticsprofessional.com and visit with your fellow colleagues to find out what has worked for them and what did not go so well.
This issue is about skin care Through the Decades, we are focused primarily on birth through perimenopausal skin. It is this group that is most likely to respond to online marketing. They are technologically savvy and more and more they are learning about businesses in their area through daily e-mails from the likes of Groupon and Living Social (today’s version of the ValuPak) or recommendations from a Facebook friend. You know what they say about Word of Mouth Marketing, it cannot be beat. Of course the flip side of this is that bad news travels just as fast, so customer service is even more critical today than ever before.

Good luck on your journey, I know you will be great!

Best,

Saundra

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