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Are You Selling or Educating?

By: Callie Lushina
Posted: August 29, 2011, from the September 2011 issue of Skin Inc. magazine.

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This same principal applies to your e-mail marketing efforts. Are you just selling them something or are you bundling that offer with some skin care tips or insider knowledge that educate them on why they need that service or product?

3. Build your team of experts

Create a team of experts. Do you have an esthetician who has practiced with you for an extended number of years? Make her your figurehead and pitch her to the local media as a go-to contact for skin care expertise. Let the press know that she is an invaluable expert source for any story about skin, aging, beauty or wellness. Assemble the rest of your staff as your town’s leading experts on skin care. “Friend” your local news outlets and reporters on your social media pages.

4. Flaunt your knowledge

Clients are obsessed with experiencing services from the best of the best, and then sharing those experiences with others. Highlight your team’s résumé and education. Did someone just come back from a manufacturer training event about a new technique? Let your clients know. Tout it on Facebook and Twitter, and promote the service. Did your team just learn how to perform a new peel or use a new machine? Get the word out. These are accomplishments that highlight knowledge and experience.

As the vice president of marketing for Bioelements, Callie Lushina has been leading promotions, marketing and social media initiatives for the professional skin care company since 1998. She oversees a staff of dedicated marketing, creative and communications experts at Bioelements’ Office of Strategy and Support in Chicago.