Catch the Latest Episode of Spa Marketing Made Easy

If you’re tuning into this episode as it’s released, you’re well aware of the current state of our world, the economy, and the brick-and-mortar industry. 

This week’s podcast episode is pulled from a training I did for clients and members of my paid programs at the end of February 2020, and was slated for release as a podcast episode for late April. 

Well, times have changed, and my team and I decided we needed to get this training into your hands, or rather, your earbuds, asap. 

As you listen, you’ll hear me make reference that we are not currently in a recession, which just goes to show how quickly the tides can change. 

While the spread of COVID-19 has sparked a downturn that will take time to recover from, I’m optimistic that the timeframe will not take nearly as long as it did in the past (if you were in business during 2008/2009, I know you’ve got a good picture of what I’m talking about), however, it is still critical that we do what we can right now to make the situation have as best of an outcome possible. 

And regardless of the fact that we are currently in the downturn and not in front of it, the steps I outline in this episode will continue to serve you now as well as in the future. 

Also, be sure to dig into the resources section below, there’s a lot packed in there, but it’s there for you to leverage so we can rise and come back from this stronger than before, and we WILL come back from this.

In this episode, you’ll learn:

• Ways to cut your expenses and manage your cash flow 
• Why it’s critical to continue marketing full force and what to focus your marketing on
• A breakdown on conducting your inventory management to ensure you don’t have too much cash tied up in product
• The why and how behind knowing your numbers, especially your profit margins on all treatments 
• How to continue networking online and offline 

Additional Resources to Check Out and Leverage for Your Business 

• To keep the conversation going, ask questions, seek support, and connect with other like-minded aestheticians, click here to join the free Spa Marketing Made Easy Podcast community. 
• Watch the replay of a Facebook Live I did on How to Run a Spa Through COVID-19
• Sign up for our Free Resource Portal – This year, for every 25 new reviews we receive for the podcast, my team and I are releasing a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business. There are already a few resources unlocked in the portal including a bonus from my paid program, Spa Retail Rockstar, which includes a 6-video tutorial on how to set up a Shopify store if you’re wanting to go the e-commerce route. 

Resources Mentioned in Episode #128 – How to Recession Proof Your Spa Business 

• Read more statistics from iSPA’s industry report here
• Learn more about the Chase Sapphire Reserve credit card

Battling imposter syndrome. 

Clamming up in the face of the camera. 

Saying to yourself “I’m better behind the scenes, I just want to see my clients shining in the spotlight.” 

These are all things I’ve heard from countless aestheticians looking to step up and into the role of leader and face of their brand, but are afraid to do so for well, truthfully, countless reasons. 

From fearing judgement to being afraid of sounding silly or like you don’t know what you’re talking about or forgetting how to talk altogether when you’ve got the floor and it’s your time to shine, sometimes all it takes is thinking of going live on your own Facebook page to send you into a cold full-body sweat, forget showing up on the local news! 

First, breathe. 

Next, listen. 

You are fully equipped to stand and shine in your own spotlight, and here to help you do it is my mastermind leader and business coach, Selena Soo. 

If you’ve been a  long-time listener to Spa Marketing Made Easy, you’ve already heard me talk about Selena and her genius as a connector and relationship builder, but her official title is business and publicity strategist who helps take experts who are “hidden gems” and give them the tools to transform into industry leaders, and even household names. 

She’s helped her clients and students get featured in places like O, The Oprah Magazine, Forbes, and Inc., as well as top-ranked podcasts and national TV shows, so she’s no stranger to the spotlight, but what’s funny is that in the beginning of her journey she too was terrified of being visible. 

In this episode, you’ll hear her story of how she broke into the world of publicity, her unique take on gaining exposure for your business through the media, and the critical mindset shifts she made so that she could fully stand in the spotlight and unleash her brilliance so that she could ultimately impact millions. 

In this episode, we discuss: 

• Selena’s personal journey in discovering her passion for publicity and how it wasn’t always a natural calling to step into the spotlight
• How Selena shifted her perspective to push past fear so she could make the impact she desired for her life and for her clients
• Her 4 mindset shifts and lessons that you can take away to get past your own publicity hangups and mental blocks 
• Why publicity is critical for aesthetic experts and simple steps for getting started generating publicity for your brand 

References Mentioned in Episode #127: Pushing Past Fear to Get Publicity and Impact Millions with Selena Soo

• Downloading Selena’s free Impacting Millions Publicity Checklist by clicking here.
•  Listen to Episode #125 – Securing Publicity for Your E-Commerce Brand with Lynya Floyd, Selena’s Senior Media Coach at Impacting Millions 
• To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

Welcome to our weekly #Beautybomb, a burst of info on the latest and greatest ingredients, products, and treatments in the spa industry to help you expand your knowledge and stay on top of your game as an aesthetic expert. 

In this week’s #Beautybomb, I’m talking about The Fitzpatrick Scale and how it’s used in classifying skin types and how it’s used in aesthetics. 

In this episode you’ll learn:

• What the Fitzpatrick Scale is and how it’s utilized by a variety of wellness, medical, and aesthetic professionals 
• How the Fitzpatrick Scale is broken down and what it’s actually used to measure in the skin 
• Aesthetic considerations to keep in mind when performing light and laser treatments and questions to ask to ensure proper Fitzpatrick skin type determination 

To keep the conversation going, ask questions, request future #Beautybomb topics and connect with other like-minded aestheticians building thriving careers, join the free Spa Marketing Made Easy Podcast community.

Securing press for your brand and business is one of the best ways to instantly boost your credibility and authority as an aesthetic expert, and the best part is, it’s free! 

However, with benefits like that, you can bet that securing publicity for your brand isn’t exactly a cakewalk. 

It can feel a little scary. 

You’re probably, scratch that, definitely, going to hear “no” to your story pitches.

And you might be wrestling with an insane case of imposter syndrome. 

First things first, it’s time to face the fear and let that be your driving force of motivation because, as my guest on this episode of Spa Marketing Made Easy shares, everyone has a story to share, including you. 

Today I’m talking with Lynya Floyd, a journalist and media maven with 20+ years experience in the health and wellness media realm who has worked for household name publications like Glamour, Seventeen, Essence, and Family Circle. 

These days, she’s the Senior Media Coach at Impacting Millions, and it goes without saying that she’s a total pro. 

In this episode, she’s giving you a crash course in securing publicity for your brand so that you know the right steps for how to pitch your story to the media, why gaining press can push your brand over the edge, especially in the realm of e-commerce, and you’ll get actionable takeaways you can start leveraging today to begin building momentum and creating your “PR Snowball Effect.”

In this episode, Lynya shares her expert insights on: 

• Why you’re fully equipped to gain publicity for your brand and how it can be used to step up both the local e-commerce side of your business
• How PR gives you social proof and credibility that allows you to stand out from the crowd
• What types of media outlets to focus on and Lyna’s two primary considerations for where to focus your attention
• Her top tips for pitching a great story, keeping your head in the game amidst rejection, and creating your PR “Snowball Effect”

References Mentioned in Episode #125: Securing Publicity for Your E-Commerce Brand with Lynya Floyd 

• Learn more about Impacting Millions, where Lynya shares her genius as a Senior Media Coach by clicking here and downloading the free Impacting Millions Publicity Checklist by clicking here. 
• Listen to Episode #123 – 5 Ways to Gain Publicity to Grow Your Brand and Aesthetic Business
• Sign up for Help a Reporter Out (HARO)
• To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

Welcome to our weekly #Beautybomb, a burst of info on the latest and greatest ingredients, products, and treatments in the spa industry to help you expand your knowledge and stay on top of your game as an aesthetic expert. 

In this week’s #Beautybomb, I’m talking about the hair removal method that’s gaining widespread popularity in the aesthetic space, and that’s sugaring! 

In this episode you’ll learn:

• What sugaring is and the basic elements of what makes up sugaring paste
• The key differences between sugaring and waxing
• How sugaring can be used successfully and important considerations around contraindications 

To keep the conversation going, ask questions, request future #Beautybomb topics and connect with other like-minded aestheticians building thriving careers, join the free Spa Marketing Made Easy Podcast community. 

Did you know that for every 25 reviews we get on iTunes, we’re giving you a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business? 

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked inside the Spa Marketing Made Easy Vault! 

How would you like to be the household-name aesthetician or spa in your town? 

How would you like to do it without spending a dime on advertising? 

Now, if you’ve been a listener to Spa Marketing Made Easy for even a few episodes, you know I love Facebook and Instagram ads, but another way to boost your brand recognition and aesthetic expertise is through publicity aka PR. 

Publicity is an incredible way to boost your brand’s recognition, get in front of more people in your target audience, and position yourself as a leading expert in your area of aesthetics. 

You might be thinking, “All of that, for free? Seems too good to be true…”

I assure you, it’s not, because while PR is technically free, it will cost you time and energy. However, it’s well worth it for the return on investment. 

Where traditional paid advertising can be secured by nearly anyone with a marketing budget, publicity is only gained when the hosts and writers of various outlets such as publications, shows, podcasts, etc. deem your knowledge and story to be good enough to share. 

And here’s the thing, those content creators are always looking for another good story, angle, or interesting thing to showcase to their audience, and that story can come from you! 

So, if you thought publicity was just for celebrities in Hollywood, you’re going to want to fire up your notes app and turn up the volume, because these strategies stand the chance to put your business on the map and help you stand out from the sea of other spas in your area! 

In this episode, you’ll learn: 

• Why publicity is so important for creating brand recognition and marketing your business 
• 5 strategies for gaining publicity in a variety of mediums and with different audiences 
• How pitching to both local publicity channels as well as industry outlets can benefit your brand 
• My top recommended news outlets and resources to begin searching for publicity opportunities 

References Mentioned in Episode #123: 5 Ways to Gain Publicity to Grow Your Brand and Aesthetic Business

• Sign up for Help a Reporter Out (HARO) to get national media opportunities sent straight to your inbox
• Listen to Episode #61 of Spa Marketing Made Easy with my friend and client Gisel, founder of Elevate Esthetics 
• Check out industry publications including Dermascope, Skin Inc., and MedEsthetics
• To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

Welcome to our weekly #Beautybomb, a burst of info on the latest and greatest ingredients, products, and treatments in the spa industry to help you expand your knowledge and stay on top of your game as an aesthetic expert. 

In this week’s #Beautybomb, I’m walking you through a complete Clear+Brilliant treatment from prep to post-care. 

In this episode you’ll learn:

• What the Clear + Brilliant treatment is and how it works plus the ways you can customize your treatment to fit the unique needs and skin conditions of your client 
• The technique I use to perform the Clear + Brilliant treatment and the product I used during and after the treatment 
• Why I suggest having clients come in for a Hydrafacial as a supplementary treatment for best results

Products mentioned in this episode: 

• Skinceuticals C E Ferulic
• Skinceuticals Epidermal Repair 
• Skinceuticals Physical Fusion UV Defense SPF 50 

To keep the conversation going, ask questions, request future #Beautybomb topics and connect with other like-minded aestheticians building thriving careers, join the free Spa Marketing Made Easy Podcast community. 

It’s a new month and a new episode with my Growth Factor Framework students, Sara and Melissa, the co-founders of Sykes & Lanno!

If you’re late to the party, here’s the scoop…  

Every month in 2020, I’m sitting down with Sara and Melissa to pull back the curtain and show the real behind-the-scenes in what it takes to build a seven-figure aesthetic practice and keep that success sustainable. 

If you haven’t tuned into our first couple of episodes, you can go listen to those here on Episode #106 and here in Episode #113. 

So, now that we’re squarely in the middle of Q1, we’re taking a close look of what they’ve been up to in the first month and a half of 2020 and discussing how they’ve 3X’d their revenue from Quarter 1 of 2019. 

Yes, you read that right! 

When most business owners are happy to see 10-20% year-over-year growth, in one quarter, Sara and Melissa have busted through their previous benchmark, and in this episode, we’re going over all the actionable steps they’ve taken that can be directly attributed to those numbers. 

If you’re a spa owner or esthetician who is looking to bump up their client retention rate and retail sales (before your client even comes in for their first treatment!), this episode with Sara and Melissa is a can’t-miss listen. 

In this episode, we discuss:

• What they attribute to their exponential growth compared to Quarter 1 of 2019
• The numbers around their client retention rate and how they get 95% of their clients to rebook
• How they structure their consultations and regimen design to increase client compliance and ensure optimal results from their treatment plans 
• How they break down the conversation and communication both during and after  treatment to provide an excellent client experience 
• What steps they’re taking now to continue to refine and scale their growth efforts moving into March 

References Mentioned in Episode #121: Client Retention and Retail Sales with Growth Factor Students Sykes & Lanno

• To connect with Sara and Melissa, connect with them on Instagram at @sykesandlanno
• Follow their Growth Factor journey in Episode #106 and Episode #113
• To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

As a thank you for being a loyal listener to the Spa Marketing Made Easy podcast and for helping us to reach more aestheticians working on growing their businesses and creating a life they love, we have created a free resource portal just for you! 

It’s totally free to join, and for every 25 reviews we get on iTunes, we’ll add a new training video, PDF, tracker, or other high-value resource to help you grow your aesthetic business!

If you have yet to leave a review, click here to leave one on iTunes, and click here to access the free resources already unlocked! 

Welcome to our weekly #Beautybomb, a burst of info on the latest and greatest ingredients, products, and treatments in the spa industry to help you expand your knowledge and stay on top of your game as an aesthetic expert. 

In this week’s #Beautybomb, we’re getting intimate and talking about something that is often taboo, that is, until you get into the treatment room. I’m talking about vaginal rejuvenation, and more specifically, the diVa laser treatment. 

In this episode you’ll learn:

• How treatments like diVa have changed the conversation around vaginal rejuvenation
• Common concerns you’ll often hear from women in your treatment room and why diVa can be an excellent solution
• How the diVa treatment works and how many treatments are necessary to experience desired results 

To keep the conversation going, ask questions, request future #Beautybomb topics and connect with other like-minded aestheticians building thriving careers, join the free Spa Marketing Made Easy Podcast community. 

Now be honest…

Are you someone who is only emailing your clients once per month with a notice of what your monthly treatment or product special is?

Is your email list only made up of subscribers who are your current or past clients?

Are you emailing your list at all? 

In case you haven’t picked up the hint yet, you DEFINITELY need to be emailing your list, your email list should be made up of both past clients and potential clients, and you should be emailing your them consistently (more than that once-a-month e-blast). 

And here to back up the case for email marketing and why it’s a critical facet for connecting with your current and potential clients is Tarzan Kay. 

Tarzan is a former copywriter turned course creator who helps business owners craft damn good emails that causes your client whip out their credit cards, and as you’ll hear her share in this episode, she wasn’t always the email superstar she is now. 

She had the initial objections and challenges you might have including the doubts of, “what will I write about?” and “will I be annoying people?”

In this episode, she’s share the power that email marketing holds for your business, how to get started, and how to not get stuck on what to share in your emails. 

If you’re someone who’s only sending out the monthly e-blast, or nothing at all, this is an episode you can’t afford to miss. 

In this episode, you’ll learn:

• How Tarzan transformed from someone who was afraid of sending emails to her list to someone who embraced email marketing and getting incredible results to prove that email is 1000% worth the effort
• The two primary areas of opportunity with email marketing you have as a spa owner and aesthetician 
• Why connection with your current and potential clientele is the critical factor in your email marketing success
• How to storytell in your emails to create connection and never run out of things to say 
• Tarzan’s top email tips for getting people on your list and opening and reading your emails

References Mentioned in Episode #119: Writing Emails That Get Opened and Get You Paid with Tarzan Kay:

• Connect with Tarzan on her website and on Instagram 
• Grab Tarzan’s 3-email welcome sequence you can use for your spa by clicking here.  

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community. 

Welcome to our weekly #Beautybomb, a burst of info on the latest and greatest ingredients, products, and treatments in the spa industry to help you expand your knowledge and fine-tune your client communications. 

In this week’s #Beautybomb, I’m talking about microcurrent aka the “non-invasive face lift.” Anyone who knows it love the instant gratification results, but what makes it even more powerful is it’s cumulative results.

In this episode you’ll learn:

• What microcurrent is and how it stimulates the cellular structures of the skin to stimulate collagen and elastin
• Ways that microcurrent can be used within your esthetic practice — from signature services to retail 
• Contraindications to keep in mind plus my top no-brainer tip for selling the at-home microcurrent device during your treatment 

To keep the conversation going, ask questions, request future #Beautybomb topics and connect with other like-minded aestheticians building thriving careers, join the free Spa Marketing Made Easy Podcast community. 

So often we talk about a work/life balance, but the truth is, your life and how you keep it organized plays a large role in your business’ success. 

That’s because with you as your business’ leader, if your life is in unorganized chaos, your business will tend to be as well.   

Work/life is not a balance, it’s a blend. 

As a CEO, your job isn’t to keep your life and business separate, your job is to streamline your life so that it supports your role as a CEO so you can create the business you envision, which helps you live a life of freedom (financially, with your time, decision-making, etc.)

It’s all full circle, it’s all connected.

“Sounds great! Now how do I do that?”

You know I always come to deliver my top tips and steps, and that’s exactly what you’re going to get in this episode of Spa Marketing Made Easy, where I’m sharing my four simple tips to getting your life organized like a CEO. 

These are the most critical things I do to stay on top of my schedule, not feel scattered when it comes to my responsibilities as a wife and mom, and be able to be present whether I’m with my family, my team, my clients or students. 

In this episode, you’ll learn:

• How I structure my schedule to be set up for success and not over-booking or overextending myself or my energy
• Pieces of my life that I outsource to save myself time and mental bandwidth, and that also help me save money, which is an added bonus 
• How the way show up at home has a direct impact on how I show up for my business
• The 4 tangible tips you can put in place today to get more life tasks organized or off your plate

References Mentioned in Episode #117: 4 Simple Steps for Organizing Your Life Like a CEO

• Get your calendar organized with Google Calendar
• Learn about the A/B Week Method from Cailen Ascher 
• Find easy freezer meal recipes at Happy Money Saver
• Get groceries delivered via Shipt, Instacart, or Amazon Prime. 

To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.