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Catch the Latest Episode of Spa Marketing Made Easy

As a spa professional, one of the biggest keys to creating a life you love is getting more clients in the door. Easier said than done, right? With the Spa Marketing Made Easy Podcast, you can get all the tools you need. Join host Daniela Woerner, licensed esthetician, to get simple, proven strategies for marketing your spa business.

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EP 104: Cultivating Community Through Hosting Events with Elaine Lou

With technology continually shifting and consumer behavior moving with it, there’s one constant you can always count on in business: change. 

However, there is one exception to that rule, and it’s been a mainstay of business since the beginning of time, and that’s the power of relationships. 

Behind every marketing campaign, strategy, or tactic and every new service, offer, or promotion, the success of your efforts all boils down to your relationships…

Always has and always will.

And on this episode of Spa Marketing Made Easy, my guest Elaine Lou, a business and career coach who helps women take aligned action in reaching for their wildest dreams, scaling their businesses, and doing it all in a way that’s anything but cookie cutter. 

In this episode, she’s sharing her secrets for using local events to build community and develop deeper connections with her past, existing, and potential clients for business growth, increased client retention, and creating word of mouth. 

As a spa owner or aesthetic expert with your own space to leverage, events hold some of the greatest potential and opportunity for growing your business while costing next to nothing. 

I speak with a lot of aestheticians who all talk about wanting a “word of mouth”-based business, and while I believe today’s business landscape requires more than relying solely on word of mouth, events are one of the best ways to begin building that kind of organic buzz. 

In this episode, you’ll learn:

  • How Elaine works with women to take aligned action and get out of their own way to go after their wildest dreams
  • The deeply-rooted mindset blocks that may be standing in your way of success and the number one thing you can believe and do to unlock those blocks
  • Why Elaine focuses on hosting local events and how this can translate to building community for your spa or aesthetic practice
  • Her top tips for crafting events that brings together people who are excited about the opportunity to connect with and work with you

References Mentioned in Episode #104: Cultivating Community Through Hosting Events with Elaine Lou

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. 

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EP 103: The “Buy $100, Get $100” Spa Gift Card Promotion

It’s the most wonderful time of the year…especially for spa owners and aestheticians, because we are in the swing of the holiday season!

Now’s the time to rock out the last quarter of the year, and to help you do it, I’m pulling one of my favorite lessons inside Spa Retail Rockstar out of the vault. 

Consider it my token of gratitude for having you here in the Spa Marketing Made Easy community, which by the way, this has been a very hot topic of conversation as of late. 

I’m talking about the “Buy $100, Get $100” spa gift card promotion, which has the potential to double your gift card sales from previous years (or more). 

So fire up your notes app and tune in, because this is going to be the year of your top-grossing gift cards sales yet. 

In this episode you’ll learn:

  • What the Buy $100, Get $100 promotion is, how it works, and the step-by-step process of preparing for the promotion so you can knock it out of the park. 
  • The key elements you need to have in place for the promotion including materials as well as policies and explicit directions. 
  • My tips around the logistics of running the Buy $100, Get $100 promotion so you can track your gift card sales success and replicate it for the next big gift card holiday, Mother’s Day!  

References Mentioned in Episode #103: The “Buy $100, Get $100” Spa Gift Card Promotion

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.

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EP 102: Prioritizing Profit in Your Spa with Amber Dugger

Whether your business is stuck in a vicious paycheck to paycheck cycle, or you can’t seem to climb out of credit card debt, or the thought of digging deep into your business financials scares the pants off of you, this is an episode you literally can’t afford to miss. 

And if you’re thinking to yourself, “Paycheck to paycheck? I’m happy if I even get paid at all!”

Then you definitely need to tune in because if you aren’t paying yourself, we need to get you there NOW. 

But regardless of the size or scale of your aesthetic practice, here’s the reality: you have to prioritize your business’ profit if you want to hit your financial goals and hit them in a timely manner, and in a way that’s not riddled with stress, but instead, strength. 

Believe it or not, finances can be incredibly exciting and empowering, and as my guest today shares, when her clients and students understand the cash flow of their business, they accomplish huge goals in timeframes you may have only thought were a pipe dream. 

In this episode, I’m so excited for you to hear from my guest Amber Dugger, who is a cash flow expert for entrepreneurs and founder of the program “Profit For Keeps,” where she is on a mission to help business owners go from just making money – to actually keeping it so you can spend it on the things that make your life awesome. 

As someone who has spent a considerable amount of time educating myself on business finances over the last few years, I can tell you that hearing what Amber has to share can be business- and life-changing for you if you open yourself up to move past your money blocks. 

Remember, knowledge is power. 

And when it comes to finances, your power lies in your profits. 

In this episode, you’ll learn:

  • How to navigate through the emotion of money and reframe your mindset so that money doesn’t feel scary to begin digging into or learning about
  • Why it is vital to your business’ success to understand your cash flow and the primary financial framework that makes money management easy to understand and, yes, exciting 
  • How Amber classfies debt into two categories, how they differ, and when it’s okay to take out a loan or line of credit to help your business scale 
  • Where to begin with prioritizing profit first in your business and why this system works to help you achieve your business and life goals 

References Mentioned in Episode #102: Prioritizing Profit in Your Spa with Amber Dugger 

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.

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EP 101: How to Rock Your Spa’s Systems

When it comes to building and growing your aesthetic practice, if you’re like many of the other aestheticians and spa owners I encounter, you could talk about treatments, modalities, and product ingredients all the livelong day.

But I’ve got some news for you…

Those things aren’t what determines your business’ success; the truth is, successful businesses survive on their use of systems. 

( Insert collective sighing. )

I know, I know, systems can feel like a total turn-off in the fun department of business, but I promise you, once you get rolling with systems and building them out, the time and stress they’ll save you, not to mention the success they’ll help you achieve becomes really desirable, real quick. 

And here to show you the value behind building your spa’s systems and give you the starting points so you can move forward efficiently (that’s the whole goal of systems, after all) is Natasha Vorompiova, the founder and Capacity Architect of Systems Rock, where she helps entrepreneurs reimagine their businesses to include well-designed and high-functioning systems. 

In this episode, she’s sharing her top tips and insights so you can move forward with creating successful and sustainable systems for your spa that allow you to step into your role as the visionary and CEO of your business so you don’t burnout or burn your business to the ground. 

In this episode, you’ll learn:

  • What systems are and how they help you to gain back control in your business and responsibilities 
  • The biggest misconceptions around systems and how to get started building simple systems in your spa easily and quickly 
  • Considerations for building out your spa’s inventory system and what each piece of the system means and why it’s important 
  • Natasha’s top tips for building out your first systems and what questions to ask so you move forward with clarity 

References Mentioned in Episode #101: How to Rock Your Spa’s Systems  

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.

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EP 100: Become the Next Spa Retail Rockstar Scholar (Exciting Announcement!)

I can’t even believe I’m typing this…

Guys, it is our 100th episode of the Spa Marketing Made Easy podcast! 

Can you tell I’m just a *little* excited?

First things first, I have to say thank you. 

Thank you for listening, sharing, subscribing, continually tuning in, and telling me what your biggest takeaways are and how the podcast has helped you in your journey to build the aesthetic business of your dreams. 

Your loyalty to listening, engaging, and showing up with me every week is what has brought us to this point, and my team and I couldn’t be more thankful to have you as part of the Spa Marketing Made Easy community. 

I remember when I was initially thinking about starting a podcast and beginning to get the plans together, and my coach shared a stat along the lines of less than 5 percent of podcast hosts reach 100 episodes. 

So, yes, this feels like a milestone, but I’ll tell you, it also feels like we’ve just scratched the surface. There is so much more I have to share with you all, and so many more experts I want to bring forward for you to learn from. 

Speaking of learning, let’s talk about what’s happening in this episode…

If you’ve been a long-time listener, you know I set out on this podcast journey to positively impact the lives of 500 aestheticians. 

We’ve far exceeded that goal, so for the next 100 episodes (and the next year), I’m raising the bar and sharing with you a very special announcement and opportunity geared toward any aesthetic expert who feels called to make a change in their business, but has previously had something holding them back. 

Links and Resources Mentioned in Episode #100: Become the Next Spa Retail Rockstar Scholar

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. 

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EP 099: Survive on Services, Retire on Retail

The 2020 Aesthetic Marketing Seminar is going VIRTUAL! 

Save the date (and your FREE seat!) for August 24-25 for the 2020 Virtual Aesthetic Marketing Seminar, which will feature top experts in the spa industry speaking on today’s most effective marketing strategies to build, grow, and scale a successful aesthetic business.

 

[ Click Here To Save Your FREE Spot Today ]

EP 099: Survive on Services, Retire on Retail

At this point you might think I’m a broken record about retail, but I don’t care, because if you read the title of this episode and are even the slightest bit intrigued about the prospect of retiring on retail, well, my dear, the opportunity is yours for the taking. 

With the way our industry is moving (research from Statista shows that the aesthetics industry is expected to grow 14 percent faster than other industries between 2016-2026), and the way consumers are shopping (hello, online, on-demand, and one-click), the truth of the matter is that if you want to be seen as the go-to expert in your area and compete with the Amazons of the world, you’ve got to compete on their level. 

 And if you’re thinking, “How in the world do I compete with Amazon?!” 

You’re in luck because that’s precisely what I’m going to be covering in this episode of Spa Marketing Made Easy. 

In this episode, I’m sharing the seven revenue streams you can capitalize on within your spa, and yes, you bet that retail is woven into a few of those, and I’m giving you my step-by-step breakdown on how to build out one of those revenue streams so you can get it up and running in as little as a day. 

{Did you know that the average millionaire has seven streams of revenue? Something to think about.}

Even if you’re already a retail rockstar within your treatment room, I bet you anything you’ll have a few lightbulb moments while listening to this episode. 

In this episode you’ll learn:

  • How events like the Beauty Business Summit can be instrumental in your growth and development as an aesthetic professional 
  • Why retail is a critical component of your business model and how you’re leaving money on the table by not capitalizing on it 
  • 7 ideas for expanding your revenue streams and increasing your cash flow and market share
  • My 4 steps to e-commerce success to take your retail sales strategy to the next level 

References Mentioned in Episode #099: Survive on Services, Retire on Retail 

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.

The 2020 Aesthetic Marketing Seminar is going VIRTUAL! 

Save the date (and your FREE seat!) for August 24-25 for the 2020 Virtual Aesthetic Marketing Seminar, which will feature top experts in the spa industry speaking on today’s most effective marketing strategies to build, grow, and scale a successful aesthetic business.

 

[ Click Here To Save Your FREE Spot Today ]

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EP 098: From Retail Sales Resistant to Rockstar with Amanda of The Beach House Skincare and Spa

The 2020 Aesthetic Marketing Seminar is going VIRTUAL! 

Save the date (and your FREE seat!) for August 24-25 for the 2020 Virtual Aesthetic Marketing Seminar, which will feature top experts in the spa industry speaking on today’s most effective marketing strategies to build, grow, and scale a successful aesthetic business.

 

[ Click Here To Save Your FREE Spot Today ]

EP 098: From Retail Sales Resistant to Rockstar with Amanda of The Beach House Skincare and Spa

Raise your hand if you don’t want to sound “salesy” or “pushy.”

Raise your hand if you don’t want to make your clients feel like all you want is their money. 

Of course, I can’t see your hands, but I know that there are a lot of them raised. 

The idea of “selling” or “retail sales” has some heavy emotional ties, but I want to give you a reframe today…

Sales shouldn’t be based on emotion (for you), but education.

When you educate your clients and allow them to see how your products can help them reach their goals (something that may be emotional for them), that is sales done well. 

This is the lesson Amanda, owner of The Beach House Skincare and Spa in Illinois, learned, and her business has completely transformed because of it. 

After participating in one of my retail challenges inside Spa Retail Rockstar, Amanda got the real picture of where she was at with her retail sales, and realized she needed a major change…

To understanding her numbers, setting her sales strategies, and most of all, her mindset.

After making those changes, she’s seen a tremendous shift in her retail sales and is now experiencing a whole new level of business success. 

If you find yourself fearful of feeling like a sleazy salesman, this is an episode you can’t afford to miss. 

In this episode, we discuss: 

  • Amanda’s journey in aesthetics and how she has used her cosmetology background to carve out her niche 
  • The switch that flipped when Amanda decided she needed to stop making excuses and start taking retail sales seriously for her business 
  • How she took what she thought was a disadvantage to her sales strategies and turned it into one of her biggest assets 
  • Amanda’s top tip for embracing retail sales and shaking off the fear of “sales sleaziness,” plus where to start with making the mindset shifts around becoming the expert for your clients 

References Mentioned in Episode #098: From Retail Sales Resistant to Rockstar with Amanda of The Beach House Skincare and Spa 

New to the Spa Marketing Made Easy Podcast? Download our Quick Start Guide to learn more about tuning in, where you can connect with our resources, and how to leave a review.

[ Subscribe to Spa Marketing Made Easy on iTunes ]

The 2020 Aesthetic Marketing Seminar is going VIRTUAL! 

Save the date (and your FREE seat!) for August 24-25 for the 2020 Virtual Aesthetic Marketing Seminar, which will feature top experts in the spa industry speaking on today’s most effective marketing strategies to build, grow, and scale a successful aesthetic business.

 

[ Click Here To Save Your FREE Spot Today ]

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EP 097: The Journey to Starting a Medspa as an Aesthetician with Supreet Ghuman of Skin Sutra

Just because you’re not a medical doctor doesn’t mean you can’t start and grow a successful medspa. 

If you don’t believe me, I’d like to introduce you to one of my Spa Retail Rockstars, Supreet Ghuman. 

Supreet is the founder and owner of Skin Sutra Medspa and Cosmetic Center in Fairfax, VA, which is a quickly growing medspa in a market that already has plenty of other medspas for potential clients to choose from, which speaks to her ability to attract and retain clients. 

Although state regulations vary, I love Supreet’s story because she’s a shining example of someone who followed her curiosity and let it lead her to her passion. 

She didn’t concern herself with the fact that she doesn’t have an M.D., she knew that with her extensive expertise and the professional network she had built, she could set out to make her medspa dream not just a reality, but a success. 

As she continues to build momentum and grow, she’s sharing with me what it took to get her to where she is today, the considerations and decisions she had to make during the process, plus what she has her sights set on next for taking her success to the next level. 

Tune into this episode as we discuss:

  • Supreet’s beginning journey into the aesthetics industry and how her various roles and positions evolved into opening her own medspa
  • How she has managed to carve a niche for herself and her business in a crowded market with plenty of other medspas 
  • What services she provides at SkinSutra as an aesthetician and how she navigates decisions on which services to bring in
  • Her insights on finding the right medical director as well as other business considerations such as choosing the right location and product lines 

References Mentioned in Episode #097: The Journey to Starting a Medspa as an Aesthetician with Spureet Ghuman of Skin Sutra

  • Learn more about Supreet’s spa, Skin Sutra Medspa and Cosmetic Center 
  • Connect with Skin Sutra on Facebook and Instagram and connect with Supreet on Instagram 
  • Join other like-minded aestheticians working to build a thriving career and business inside the Spa Marketing Made Easy community 
  • New to the Spa Marketing Made Easy Podcast? Download our Quick Start Guide to learn more about tuning in, where you can connect with our resources, and how to leave a review. 

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.

[ Subscribe to Spa Marketing Made Easy on iTunes ]

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EP 096: The Start of Business Book Club and My Top Business Book Recommendations

Over the years of growing my business, I’ve heard other business owners mention taking a couple of classes down at their community college, or going so far as to get their MBA to learn the ins and outs of owning and operating a business. 

Now I’ll start off by saying that I think you need to choose the method of learning that works best for you, and for some, that means going and sitting in a physical classroom with a real teacher standing directly in front of you.

However, I’m also a firm believer that you can get a solid business education on your own. 

In my entrepreneurial journey, that has looked like taking online courses, participating in coaching programs and masterminds, a lot of trial and error, and the tool that I’m talking about in this episode…

Books! 

With the rapid evolution of online learning and digital media, it’s funny how books can feel a little “old school,” but truth be told, they’ve stood the test of time, and the authors of these noteworthy and top-selling books have distilled the most critical pieces of expert insight on their subject that they can pass on to their audience in a nicely wrapped package, all for typically less than $30. 

Sure, they way we buy and consume books has changed, but every year more and more incredible books, especially in the realm of business, are published and chock full of expert-level knowledge just waiting to be acted on. 

So, now that I’ve professed my love of books for business education let’s get to the announcement you’re really here for: we’re starting a Business Book Club! 

Tune in to this episode to learn more about how our Book Club will work, how you can join in, and what our first read will be!

In this episode, I share: 

  • Why books are one of the top business tools I’ve leveraged over the years to round out my business education 
  • How to incorporate reading/learning time for your business skills even when you’re in a season of life that makes reading difficult 
  • My announcement on the new Spa Marketing Made Easy Business Book Club and how it’ll work plus the first book club selection! 
  • In addition to our first book club read, I also share my top 3 business book recommendations that I believe every solo aesthetician and spa owner should read 

Resources Mentioned in Episode #096: The Start of Business Book Club and My Top Business Book Recommendations 

*Some links in this post are affiliate links where I will receive a small commission upon purchase.

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. 

[ Subscribe to Spa Marketing Made Easy on iTunes ]

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EP 095: A Complete Walkthrough of My Consultation Product Presentation

Recently, a beautiful Spa Marketing Made Easy listener asked a question inside the Facebook group, and rather than type out a long response or go live in the group (something I do often, which is why you should join if you’re not in there already!), I thought I’d go ahead and record my answer as an episode! 

In her post, she asked if I could go through my complete product, treatment, and maintenance recommendations just like I would in a consult and break down each step.

Well, ask, and you shall receive! 

In this episode, I’m doing my step-by-step product presentation walkthrough just like I would during a consultation and providing some of my top product recommendations to boot. 

Even if you don’t do client consults prior to booking treatments, this episode will still give you valuable insights into how to structure your product pitch so that you’re emphasizing the importance of a proper at-home skin care regimen, which helps your clients to experience better results and for you to increase your revenue. 

In this episode, you’ll learn:

  • Why I start with retail in my consultations and how that sets the stage for my client’s experience 
  • How I approach selecting products to recommend and the order in which I present them 
  • How I use SkinMedica’s GRASS regimen theory to inform my product selections 
  • The elements I use throughout my consultation presentation to educate my client and some of my top product recommendations  

References Mentioned in Episode #095: A Complete Walkthrough of My Consultation Product Presentation 

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. 

[ Subscribe to Spa Marketing Made Easy on iTunes ]

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EP 094: Committing to Life-Long Learning and Finding Your Aesthetic Niche with Jaclyn Luongo

Maybe you studied, or are currently studying aesthetics straight out of high school. 

Or maybe you went and got a degree in something else or had a full career in another industry before finally pursuing your dream of working in spa. 

No matter where you are  in your journey to becoming or building your career as an aesthetician, there’s one quality that acts as the foundation for anyone who wants to be successful in this industry: passion. 

A passion for helping and serving people, to committing to your craft and continually refining your technique and skill set, and, if you’re like my guest on this episode, a passion for giving back and paying it forward. 

I’m talking about Jaclyn Luongo, who if you haven’t met at one of the countless industry events she attends and speaks at, is simply the epitome of being a well-rounded and highly educated professional and industry leader while also embodying the role of a student at heart.

In addition to being a licensed aesthetician, make-up artist, aesthetic instructor, beauty blogger and business consultant with over 20 years of experience, Jaclyn also has an impressive resume as a featured guest freelance make-up artist for Chanel for over 11 years, a Business Consultant for Iredale Mineral Cosmetics, a volunteer for the Look Good Feel Better Program with the American Cancer Society as well as a guest speaker for the Dress for Success Organization. Additionally, she currently sits on the Board of Directors for the Melanoma Education Foundation, has been a Program Advisory Board Member at Catherine Hinds Institute of Esthetics since 2009, and is also the Academy Director at the American Academy of Health & Beauty. 

Clearly, Jaclyn is a woman who knows how to not only identify and create opportunities for her career but also go deep in her niche to carve out her expertise and pave the way for her to become the industry leader she is today. 

In this episode, we’re discussing the ways in which you can navigate your path to become the expert in what you’re most passionate about, while also remaining open to the endless opportunities that abound. 

In this episode, we discuss: 

  • Jaclyn’s career journey and how she got to where she is today, which is the Academy Director at The American Academy of Health & Beauty
  • How to begin navigating the many avenues you can take with a career in aesthetics 
  • Why it’s crucial to remain a passionate learner and continue to seek out education, especially in the realm of business 
  • Various ways to dive deep into your niche while staying open to the evolution of the industry 
  • Why passion acts as the fuel for a successful career that allows you to pay it forward

References Mentioned in Episode #094: Committing to Life-Long Learning and Finding Your Aesthetic Niche with Jaclyn Luongo

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. 

[ Subscribe to Spa Marketing Made Easy on iTunes ]

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EP 093: Mastering Your Story and Sharing It Confidently with Celinne Da Costa

Everyone has a story to tell. 

Yes, even you, the one who thinks their path doesn’t have any exciting tidbits worth sharing. 

Or the one who thinks that their bumps in the road are just like everyone else’s, and you don’t have a remarkable triumph to share…yet! 

Or maybe you fall into the other camp. You’ve got no shortage of a backstory, but you have no clue about how to begin sharing it. 

You question whether it fits with your brand or relates to your business. Or maybe you’re scared to share it because let’s be honest, some stories also hold pain, and sharing them can feel scary. 

As a naturally private person, sharing pieces of me publicly (both the bright and shadow-y pieces) is something I’ve had to work on and through, but from it, I’ve discovered that opening up to share my stories has not only been empowering, but incredibly connective with those I hope to help and make an impact with (that’s you!). 

And here to help us open up, dive deeper and discover our stories in this episode of Spa Marketing Made Easy is Celinne Da Costa, who among being a coach, writer, and speaker, is also a globetrotting storyteller who helps her clients master their story to build a premium brand. 

In this episode, she’s sharing her insights on how to begin sharing your story with confidence and conviction so you can connect with more of your dream clients. 

It doesn’t matter what your past holds; you have a story to tell, so let’s learn how to share it with those you aim to serve. 

In this episode, you’ll learn:

  • Celinne’s biggest piece of advice for where to start when discovering your story and the questions to ask yourself to uncover the elements that emotionally connect 
  • Why your story is one of the best tools you have to leverage in your business 
  • How to begin working through your history to find the compelling pieces of your story 
  • Celinne’s tips on how to weave storytelling throughout your content marketing strategy and finding the various opportunities for storytelling inside your business

References Mentioned in Episode #093: Mastering Your Story and Sharing It Confidently with Celinne Da Costa 

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. 

[ Subscribe to Spa Marketing Made Easy on iTunes ]

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