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$pa Marketing & Summer Slump: How to Hit Your Reset


For many spa owners and estheticians, "summer slowdown" - the months of July and August - can be a bit stressful. Even if you're booked solid this summer, there are things you can do to re-evaluate your business to decide if it needs a bit of refreshing - or maybe a reset? This week’s spa article from esthetics marketing expert Louis Silberman lists some signs that it might be time for a reset (and summer’s a great time to address it!).


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Actor and comedian Jim Carrey once gave a college commencement speech in which he spoke about his “reset button.” In his words, “I have a reset button called presence and I ride that button constantly.” I remember reading that speech and thinking, “Wow … if a successful guy like him knows how to use a reset button, then everyone can—myself included.”


Pivot! Pivot!

In previous articles for Skin Inc. I’ve talked about how I initially started out in the medical aesthetics business as a single medical spa—at that time, one of only two in the state of Arizona. But as soon as I opened my doors, there were dozens and dozens of other spas. I assumed I was in big trouble, and that the competition would likely clobber me. Fear of failure was quickly robbing me of my new-found love for this industry.

Rather than throwing in the towel, though, I decided to reconsider my business plan altogether, expanding on what I had already created (and invested a LOT of money in). This led me to the idea of turning my med spa into a training school for all the people who were already (or would be) working in all those med spas. As my brand has grown, I have continued to hit my reset button—during economic good times and bad, a pandemic—you name it. But we tend to grow the most when we are challenged to do so—not when things are going smoothly.



Is it Your Time to Reset?

I’m guessing that when you started out in this industry, you were pretty darn thrilled to be here—hopefully, you still are! But from time to time, we all experience self-doubt, fear and feelings of being stuck in a rut. Are you as passionate and motivated about your career today as when you began? Here are some signs you might be ready for a reset:

  • You watch the clock during work hours.

  • You wake up at the last possible minute on workdays, dreading the day ahead of you.

  • You’re inconsistent doing things that you know are “good” for you and that you used to enjoy, like exercise, socializing with friends, and healthy cooking/eating.


Baby Steps Towards a Reset

Resets can be dramatic or subtle—you’re in control of that decision. Perhaps you (and/or your business) don’t need a complete overhaul but rather, some simple tweaks that might just yield big results. What are some things you could right now do to re-light that spark? Here are a few suggestions:

  • Redesign/freshen your website – look at your competitor’s websites for ideas; consider new fonts, colors, content and maybe even your logo design.

  • Spice up your social media presence – if you’re not already on social media, start today!

  • If you are, how can you make your posts more interesting, fun and interactive?

  • Go back to school – find online or in-person refresher courses, learn a new skill, learn a new language, and have some fun in the process.

  • Hit up friends and family – I always say that building a business isn’t about marketing to complete strangers. Your friends and family can be tremendous advocates for you, spreading the word about you and your business, offering free advice (take it or leave it, but it won’t cost you a penny) and giving you much-needed support.

Reset Rewards for the Future

Using our reset buttons when we feel the need for change or improvement is a powerful reminder that it’s never too late to start over or start fresh. Take a few moments to think about what you really want in life, what steps you can take today to move toward those goals and a timeline for doing so. And as Jim Carrey said—ride that button constantly!


Louis “The Laser Guy’s” Three Additional Tips for Hitting the Reset Button:

  1. Always remember your “why.” Why did you start doing what you’re doing, why do you love it and why do you want to continue?

  2. Alternatively, ask yourself “why” do you want or need to try something different?

  3. Remind yourself often that fear is just a feeling; so are hope, joy and courage. When you base your decisions on the latter three, I guarantee you’ll get a different outcome.


Louis “The Laser Guy” Silberman is CEO/Founder of National Laser Institute, a cosmetic laser and medical esthetic training institute. He is the owner of medical spas in Scottsdale, Arizona, and Dallas, Texas, and a nationally recognized author and motivational marketing speaker. Silberman created the 6th most visited online health site and was a semi-finalist for the Ernst and Young Entrepreneur of the Year Award 2014. Most recently, he created “Louology, the science behind crushing it in aesthetics, in beauty and in life,” designed to help aesthetics and beauty pros stay connected and build thriving practices. He can be contacted at louis@nationallaserintitute.com and followed on Instagram:

@louisthelaserguy.


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