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Create Value as a Marketing Strategy

Sara Daly February 2013 issue of Skin Inc. magazine

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Wellness is a concept. It is not shipped in a box. It is not available with a point-of-purchase display. And there isn’t a magic formula that works for every client. Your mission is to connect your business’ abilities to each client’s individual wellness needs. Not an easy task.

What you do have is a passion for—and understanding of—the services you provide. Skin care facilities throughout the industry that are doing well financially are using marketing to show that their products and services have value. This trend is evident in other service-related professions, where consumers make choices based on the provider’s education, expertise, ability to solve an individual’s unique problems and referrals from friends. This puts the focus on the treatment, experience and results—instead of the price tag.

Discounting your services on a regular cycle decreases their value and encourages clients to come through your door only when you are offering a financial incentive. When you choose to discount, you are promoting that your service is less worthwhile.

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