Press Release For Spas



Happy October!


Don’t you just love the fall season? I do! It’s something I look forward to living in Florida. It is the start of the last quarter of the year when the rubber hits the road.  It’s your chance to really finish off the year strong, showing growth in your business and your personal life!


We have an exciting month planned for you! We are doing the Write Your Book Seminar In One Weekend”! Seminar on the 2nd and 3rd.  I will also be attending, speaking and teaching a few spa business classes at two spa shows this month:  Face & Body in Atlanta and IECSC in Fort Lauderdale. If you are attending, please stop by and say hello!

Also, we are doing a special CoachMe Gold Module this month on “How to Improve Your Public Relations” and “Writing Effective Press Releases To Gain Free Media Exposure”.  Read more in the Featured Article.


In the Bright Idea we invite you to listen to a complimentary Podcast on Authority Marketing and discover “How to Differentiate Yourself from the Competition”.

Read more.


Dori Recommends!  Assess Your Marketing Efforts.  Are you trying to reinvent the wheel when it comes to marketing? Take an assessment and see how well you are doing.  Read more


We wish you all a very Happy October!


Dori & Team




Coach Me! Platinum

Date: October Meeting  3rd-4th 


CMG Genius Marketing and Sales

Topic: How To Write Press Releases 

Date: October 4th

Join Now →


CoachMe Expert

Topic:Training Pays Off!

Expert Guest: Anita Lumpkin

Date:  October 25th, 3pm Eastern

Join Now →




Skin Inc – Atlanta, GA

Date: October 15th 


IECSC – Ft. Lauderdale, FL

Date: October 23rd – 24th 



Authority Marketing

Orlando, FL

October 2nd-3rd

Reserve Now


Leap Ahead Seminar
November 3rd-5th 

Reserve Now

January 30th-February 1st

Reserve Now





Improve Your Public Relations and Gain Publicity



Let’s start with defining Public Relations and why you should practice it in your spa or medi spa business.


According to PRSA, Public Relations Society of America, Public Relations is the strategic communication process that builds mutually beneficial relationships between organizations and their public.

The best part about PR is that it’s free; unless of course, you hire an agency to do it for you.  Even then, PR itself is free. You are basically paying an agency to get you free publicity.  PR is a marketing mix every spa and medi spa should be doing.


PR is great to shape and build your professional reputation through the media, position yourself as an expert, magnify your differences and uniqueness, generate buzz about your spa business, keep the community informed, and magnify your professional image.


There are many ways to gain PR. If you start with writing press releases as to what is new in the health, wellness, medispa and spa industry, hosting special events, speaking, and contributing to your community, you will be off to a great start.

Press Releases

To write a great press release, keep the following points in mind:

  1. You want to answer who, what, where, why and when
  2. Have a great headline
  3. Keep it to one page
  4. Apply the traditional press release formatting
  5. Use the same template over and over

Create a directory list of all the local media outlets. List editors, show directors, production manager’s contact information, names, emails, addresses, etc.  Import the list into your email platform, so you can send your press release to all of them at once.


Get in the habit of writing press releases every couple of months to keep the media engaged with what is happening in your place.  Any time you introduce a new treatment, purchase new equipment, bring in new products or host an event; write a press release and send it to all of them. Also, it’s wise to archive your press releases on your website.



Press Kit


Another way to gain exposure is by creating a Media/Press Kit for your spa and/or medi spa.  The press kit should include:


  1. A bio of key players in your business along with a company profile 
  2. What sets your spa apart from every other salon/spa/medi spa in your area
  3. A copy of your menu
  4. Products you offer
  5. Your website
  6. A recent article or your book
  7. A gift card

Keep in mind, the Press Kit should give the media the opportunity to form a great opinion about your business and get them to want to learn more about it.  It is your time to brag about yourself in the Press Kit. 


Click Here to download the Authority Marketing Press Release.


To learn more on how to gain free publicity for your spa or medi spa, join us for the next CoachMe Gold Module and gain many more tips such as how to come up with a newsworthy story, how to present your story, a sample Press Release and much more.


Register now

The bottom line is for you to do as much community relations as possible.  Become an expert in your field. Talk and meet as many people as you can. 



What Differentiates You From The Competition?



In continuing the theme of free publicity through the media, this month’s Bright Idea is to outline your differentiations.


I was doing a Private Coaching Session last week and it was the first time I had spoken with this young man and his wife.  He is in the middle of planning his new spa.  He was excited to talk to me and tell me all his plans. 

As I got to learn more and more about his plans in the location he was opening, I found out that he is going to be just another spa that offers the same thing as the 3 Massage Envy locations that are just 4 miles apart in each direction of his spa. I also visited the website he was building and I noticed that even his pricing strategy is the same as his competition. 


Unfortunately, this scenario is not uncommon. Most people do the same when opening a spa or a medi spa.  I stressed to him how important it is to be different. I am so glad he called now. They are coming to the Leap Ahead Spa Leadership Seminar, so they can avoid costly mistakes and position themselves for success!


The Bright Idea is to be different.  It’s difficult to be different. But this is exactly why you should outline your differentiations.  I exhort you to perform this exercise. Ask yourself and your team, “What differentiates us from the competition?”  That differentiation is what you need to make known to the media.


One way to differentiate yourself is by becoming a published author and practice Authority Marketing.  If you missed the Write Your Book In One Weekend Seminar this year, register now for next year’s and set up a payment plan. 


To help you, listen to Authority Marketing, a complimentary Podcast and gain smart strategies to differentiate yourself.


Did you miss the “Write Your Book In One Weekend” Seminar? Plan for next year!

Make 12 easy payments. Click here to learn more.


CoachMe Expert Interview


“Training Pays Off!”


Are you setting up your new hires for success or failure?


October 25th at 3:00pm Eastern


Join us and discover how to implement effective spa team training that will turn your team into a DREAM Team!

If you own a spa or manage a team, this interview is a must for you! 

Here is what you will discover:

  • Creating Your Training Materials
  • Training Curriculum by Department
  • How to Conduct Effective Training
  • Getting the Buy-In for Training
  • Training Goals and Measurements
  • Training Budget and Commitment to Success

Join the “CoachMe! Expert Interview” now. Limited Time Offer!


Missed the last CoachMe Expert Interview with Denise Dubois, founder of Complexions?


Dori and Denise shared amazing content to help you.


Denise Dubois started her career as an esthetician, and now has over 100 employees! 


Learn Sustainable Growth!

  • How to grow your business
  • Overcoming growth challenges
  • The importance of having structure
  • How to keep the team motivated
  • Training essentials
  • Expansion strategies


Listen Now!



Rating Your Marketing Efforts


Your marketing score is a direct reflection of your capacity.  At what capacity are you currently operating? Is your spa busy every hour on the hour? If not, maybe it’s time for an assessment.


We invite you take a Spa Marketing Assessment. Discover what you can do to improve and increase your spa’s capacity and revenue.


Take the Spa Marketing Assessment now!


After you take the assessment, visit and learn how you can increase your marketing efforts.


Implement Effective Training Strategies! 



Join Spa Management Essentials 1


What will you gain?

  • Systems, structure, and strategies on how to build an effective management team
  • Knowledge and training on how to effectively communicate with the team
  • Achieve greater results
  • Increase spa revenue
  • Reduce team turnover rate
  • Enhance the guest’s experience and retention rate
  • A motivated leadership team that is focused on results
  • Learning new techniques on how to grow the business and be more profitable




Who is it ideal for?

  • Leaders, Owners, and Directors
  • Spa/Salon Managers
  • Department Leads

Regular Price $149

Special Price $79


Did you miss the “It’s Your Time to Leap!”  Teleseminar?



Gain Access Now!


Register now and discover

  • Motivated individuals who want to succeed
  • Leaders who are tired of reinventing the wheel 
  • Managers who are seeking strategies that work and produce results
  • Frustrated individuals who are ready for change
  • Serious entrepreneurs who are ready for growth


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