Spa Marketing Made Easy Podcast

Episode: SMME #432 Replay: How to Build Rich Relationships with Selena Soo
Host: Daniela Warner
Guest: Selena Su
Release Date: May 5, 2025

Introduction

In Episode #432 of the Spa Marketing Made Easy Podcast, host Daniela Warner, CEO of Atto Aesthetics and founder of the Growth Factor Framework program, reconnects with her friend and previous guest, Selena Su, a seasoned publicity and marketing expert. This replay delves deep into the art of building rich relationships, both personally and professionally, emphasizing their pivotal role in business growth and personal fulfillment.

The Power of Rich Relationships

Daniela opens the conversation by highlighting Selena's exceptional ability to connect authentically with others despite being an introvert.

Daniela (03:19): "When I think of you, I think of someone who is just a master connector. You are so good at building rich relationships."

Selena acknowledges the delicate balance of maintaining deep connections while nurturing oneself.

Selena (03:57): "It is a bit of a juggling act."

Daniela shares her personal journey of becoming more intentional in nurturing relationships alongside business growth, questioning the impact of dedicating even a small portion of time and resources to this endeavor.

Daniela (00:00-04:08): She reflects on her revelation about the importance of relationships, both personal and professional, and the profound effect it had on her life and business.

Selena Su’s Journey and Philosophy

Selena recounts her path to becoming a connector and publicity expert, driven by personal struggles and a mission to inspire others.

Selena (04:51): "When people are struggling and suffering... they're really looking for inspiration. And I think there is nothing that is more powerful than a role model."

Her dedication to promoting those with impactful messages stems from her desire to ensure that vital voices aren't lost or overlooked.

Selena (07:00): "I'm really driven by a mission. I really want... these amazing people who are helping people's lives... to connect with the right people, to make their biggest impact."

Building Authentic Connections

Daniela probes into the strategies Selena employs to form meaningful relationships, especially as one gets older and making new friends becomes challenging.

Daniela (07:00): "How do you know who to connect with? How do you know, like, how do you form those relationships in the first place?"

Selena outlines a three-step approach:

1. Clarify Goals and Dreams: Understanding what you aim to achieve helps identify influencers who can accelerate your journey.

   Selena (07:16): "You've got to get clear on what your goals and dreams are."

2. Align Values: Ensuring shared values fosters genuine and sustainable relationships.

   Selena (07:16): "What you've got to get clear on what your values are in relationships."

3. Identify Beneficial Connections: Recognizing various types of supportive individuals, from mentors to super connectors, enhances the potential for mutual growth.

   Selena (08:57): "People from all walks of life and all stages of business can be helpful."

Personal Branding and Publicity

Transitioning to the importance of personal branding, Selena emphasizes that visibility precedes connections in today’s landscape.

Selena (09:38): "Getting really clear on how you can add value to others."

She explains that building a personal brand allows others to know and trust you before engaging in deeper relationships.

Selena (10:58): "Building your personal brand... expressing yourself in different ways... get a sense of who you are, what you stand for."

Daniela echoes the significance of this approach, drawing parallels with professional networking platforms like LinkedIn.

Daniela (11:40): "Who knows you. So you want people to know who you are and be attracted and curious about your work."

Adding Value to Relationships

Selena delves into actionable ways to add value, ensuring relationships are mutually beneficial and fulfilling.

Selena (12:30): "Every single person is incredibly busy... if they're going to make space for more people in their life, they have to be someone that adds value."

She suggests methods such as being a good listener, offering compliments, and providing resources that align with others' goals and needs.

Selena (13:38): "Everybody wants to grow their wealth... make an impact... save time... peace."

Defining Rich Relationships

Rich relationships are characterized by their ability to contribute positively to one's life, enhancing joy and fulfillment rather than being purely transactional.

Selena (14:42): "A rich relationship is a relationship that contributes to your life. It enhances your life, it fulfills you."

Building Business Partnerships for Spas

Shifting focus to the spa industry, Daniela highlights the value of strategic partnerships in expanding reach and leveraging different audiences.

Daniela (15:14): "Creating partnerships with other businesses can be a very, very valuable tool to help you grow."

Selena shares her experience of cultivating over 400 partners, emphasizing the importance of win-win scenarios and understanding partners' needs.

Selena (16:15): "With partnerships, you always want them to be win win... putting yourself in someone else's shoes."

She advises starting with a few key partnerships to make a significant impact and ensuring that collaborations are easy and rewarding for all parties involved.

Selena (17:44): "Think about how you can make it so easy for them to say yes... offer like the best possible commissions or incentives."

Daniela connects this to spa-specific strategies like brand ambassador programs, where offering complimentary services can encourage genuine promotion.

Daniela (18:16): "We usually call that a brand ambassador program, but it’s very similar... building relationships to get people to post and share and refer."

Finding Local Partners

Selena provides practical tips for identifying potential local partners, such as leveraging existing customer networks and utilizing tools like SparkToro.

Selena (19:01): "With your existing customers, asking them... who are the other service providers they work with."

Daniela introduces SparkToro, a tool that helps identify relevant publications, podcasts, and media outlets, streamlining the process of finding ideal partners.

Daniela (19:01): "SparkToro will... do all of this research... working moms, etc."

Leveraging Publicity for Credibility

Publicity serves as a powerful tool for spas to gain credibility and visibility. Selena underscores the impact of media endorsements over self-promotion.

Selena (20:47): "Someone else is saying that... it's really that stamp of approval and credibility."

She recommends securing at least three strong media features to bolster branding and attract ideal clients.

Selena (21:36): "As business owners, you want to have at least... three strong media wins."

Storytelling and Media Engagement

Effective storytelling is crucial for engaging with media without appearing overly promotional. Selena offers strategies for creating compelling narratives that resonate with audiences and align with media interests.

Selena (21:46): "Story ideas that are service driven, that add value... emotional resonance... timely story ideas."

She promotes a 12-month publicity calendar as a resource filled with story ideas, dates, and hooks tailored for the beauty and wellness industry.

Selena (23:12): "Impactingmillions.com calendar wonderful."

Conclusion

Daniela wraps up the episode by expressing gratitude for Selena's comprehensive insights on building rich relationships and leveraging publicity for business growth.

Daniela (23:27): "Thank you so much. I appreciate your time. I appreciate your friendship."

She encourages listeners to engage further by joining the Spa Marketing Made Easy Facebook group and accessing valuable resources discussed during the episode.

Key Takeaways

1. Intentional Relationship Building: Dedicate time and resources to nurturing both personal and professional relationships to enhance business growth and personal fulfillment.

2. Personal Branding: Establish a strong personal brand to increase visibility and trust, making it easier to form meaningful connections.

3. Adding Value: Ensure relationships are mutually beneficial by consistently adding value, whether through support, resources, or genuine engagement.

4. Strategic Partnerships: For spa owners, forming partnerships with complementary businesses can significantly expand reach and leverage diverse audiences.

5. Effective Publicity: Utilize media endorsements and storytelling to build credibility and attract ideal clients, ensuring at least three strong media features.

6. Tools and Resources: Leverage tools like SparkToro and resources like a 12-month publicity calendar to streamline and enhance marketing efforts.

For more insights and to continue the conversation, join the Spa Marketing Made Easy Facebook group and access the complimentary chapters of Selena Su's book, Rich Relationships, available through the show notes.