Your Mission Statement Choose Wisely- Spa Marketing

Remember the theme song from the action movie "Mission Impossible?"... You know the one!

"Your mission, should you choose to accept it"...  is to create a fail-proof journal, a road map, that not only serves ALL your spa business needs but also provides you an endless source of energy and new clients so you can thrive in your business. Beware of the well-intentioned fraud called "the mission statement." Should you choose to accept this mission... this article will self-destruct in... well you get the point by now!

If you've been in business in any sort of recognized sense or have come out of an MBA or business school, (or just finished schooling as an esthetician) no doubt you have been told to "write a mission statement" to assure that your spa business achieves the success that you want and envision for it. So as any good success-orientated business owner/ entrepreneur would do, you did as you were told and wrote one; only to find yourself with a stiff earned paragraph (or a page) that's not giving you the clout you thought it would. Well no wonder, you sent the wrong agent to do the proper job.

The innate problem with writing a spa business mission statement is that it's an external communication of what your day spa or medi spa is about and what it could potentially do. It's used to communicate your spa business' mission to someone else. This power-deceiving situation has been created because you either:
a) wrote the mission statement because someone told you that's what's done in business today, OR
b) more often than not you wrote it to prove to someone else (typically a banker) that you deserve to get something, usually "money" or some other assistance for your spa business.
This type of purpose is easily manipulated to paint a certain picture. Really... any picture you choose.

Some may teach that doing a mission statement is about speaking your choice to others, therefore giving you the 'illusion' of power. Where's the power in the 'illusion' tell me? Certainly not within you, where it certainly should be!

The mission statement transmission point is focused externally on just the receiver/reader so in essence you are giving the receiver the power of your communication. That's "spa marketing!" Which is all well and good if and "only" if... your internal communication, to yourself and your team, is built on a solid foundation. If it's not, creating a mission statement only is like throwing a huge party in your 50 story penthouse when you haven't even laid the concrete floor.

Don't worry. There's an easy fix. It's as simple as calling that 'mission statement' back in, saving it for the right job, and training a new qualified agent for the undertaking.

The first and the most important part of developing any spa business with an immense business vision (a presence) is developing a solid, and I mean... bullet-proof, vision statement -- which is your business' internal reason for being. Your motive, your cause for acting or thinking in a particular way the reason you wanted to work in the spa industry, the reason you developed a spa business in the first place!

Your vision statement must be succinct & clear, anchored in your overall passion for the industry and treatments & to your overall vision of what you want to bring to the spa industry and your community. It is so completely anchored internally that it actually becomes the gauge by which you measure every of your business decisions.

(An important note: your vision statement is an internal communication and is not typically for public use.)

Without your business' core internal vision statement firmly in place, every time you communicate your well-intentioned mission statement, verbally or in-print, you will essentially be giving your clout away. No amount of re-phrasing or creating catchy slogans or phrases will change that.

So, start today! Focus on your vision statement before drifting of to other business functions you'll be astonished at the power, clarity and financial success it will bring you and your spa business.

You and your day spa or medi spa will experience the occurrence known as financial success when your "internal" business is in order... it then provides the foundation for ALL your external communication efforts.

Author Bio: John Uhrig makes it easy to create powerful marketing material for spa professionals. Learn the essential keys to creating powerful marketing for the spa industry. To receive your free spa marketing newsletter visit