bell, Author at Addo Aesthetics

EP 137: Navigating the Economic Impacts of COVID-19 with Growth Factor Students, Sykes & Lanno

May 25, 2020
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leadership

If you’ve been a Spa Marketing Made Easy listener since at least early 2020, you’re already familiar with my guests on this episode.

But in case you’re new, here’s the quick recap: all throughout 2020, my Growth Factor students, Sara and Melissa, the co-founders of Skyes & Lanno Skinbar, are chronicling their journey to becoming a 7-figure spa with a monthly episode where we pull back the curtain to show the real behind-the-scenes of the process of building an empire.

As fate and timing would have it, the last episode we recorded together was a couple of weeks before I was anticipating going on maternity leave and wanted to do a March episode to cover their growth in Quarter 1 and what was coming down the pipe for Quarter 2.

Little did any of us know that in a couple of weeks time the world would shut down and Sara and Melissa, along with thousands of other aestheticians and spa owners across the country, and the world, would be forced to shut their doors due to the COVID-19 global pandemic.

Now, after a whirlwind April, we’re back on the mic discussing just how they handled the hard pivot, how they’re keeping their spa afloat (and at no surprise to me or anyone who knows them — thriving), and what they anticipate for their business moving forward.

If you’ve found yourself wondering how to navigate these uncharted waters, you won’t want to miss tuning in and taking this page out of Sara and Melissa’s playbook.

In this episode, we discuss:

How they felt when the news first broke regarding COVID-19 and that they would have to shut their spa’s doors for the unforeseeable future
Their top priority for maintaining a strong relationship with each other and their clients through the shut down and how they immediately sprang into creative mode to keep cash flowing
What they’ve done over the course of the last two months to keep clients coming back for more and being able to introduce new and exciting offerings to their audience
The biggest shifts they’ve noticed in their business model moving forward and their top mindset tips for other aestheticians navigating the “new normal”

References Mentioned in Episode #137: Navigating the Economic Impacts of COVID-19 with Growth Factor Students, Sykes & Lanno

Connect with Sykes & Lanno Skinbar on their website, Instagram, and Facebook
Follow their Growth Factor journey in Episode #106, Episode #113, Episode #121, and Episode #130
Learn more about offering the My Skin Buddy for sale on your ecommerce store
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!

EP 136: The Importance of Having Proper Liability Coverage for Your Aesthetic Practice with ASCP

May 18, 2020
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leadership

Does the topic of liability leave you running for the hills?

Sure, the topic of this episode isn’t as sexy as sales goals or social media tactics, after all, any story surrounding liability is usually one that makes your shoulders tense up and compels you to cover your ears.

However, ignoring the topic of liability can be a dangerous move that puts your spa in hot water and potentially puts your professional credibility or aesthetic practice on the line.

The reality is, the topic of liability coverage and the simple steps you need to take to get it aren’t scary at all, and in fact, it will give you much greater peace of mind knowing that if s*#t does hit the fan, you’re not the one caught stuck between a rock and a hard place.

And here to join me on this episode of Spa Marketing Made Easy are two women on a mission to make sure that every aesthetician has the proper liability coverage, among other tools, they need to succeed: Tracy and Emily of Associated Skin Care Professionals (ASCP).

As the ASCP Executive Director and Membership Program Director, respectively, these women have heard their share of scary stories, but as they explain, the outcomes could have been much scarier had the professional not had the proper liability coverage in place.

Convinced you need coverage yet?

Tune in to learn more about how ASCP has your back.

In this episode, you’ll learn:

What professional liability entails and why we need liability coverage as professionals
What 3 main things liability insurance covers for both spa owners and aestheticians
What Associated Skin Care Professionals (ASCP) does as an organization and all the various perks and benefits they provide for their members
Navigating liability coverage as a spa employee or as a licensed aesthetician working within a medical environment

References Mentioned in Episode #136: The Importance of Having Proper Liability Coverage for Your Aesthetic Practice with ASCP:

Learn more about membership and liability insurance with ASCP and receive $20 off your annual coverage by clicking here.
Connect with ASCP on Facebook, Instagram, LinkedIn, and Twitter

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.

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!

Affiliate Disclaimer: Some links in the content above are affiliate links, which means I will receive a small commission for any sales made through that link. I only recommend products and services I personally recommend and love.

EP 135: How to Sell More Devices Without Being Salesy with Ghada, Founder and CEO of My Skin Buddy

May 11, 2020
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marketing

Help your clients optimize and maintain results between treatments? Check.

Build stronger bonds of client loyalty? Check.

Increase your retail revenue? Check!

Sounds like selling at-home devices is a win-win (win), right? That’s because it is!

In this episode of Spa Marketing Made Easy, I’m back with repeat guest, Ghada, who is the founder and CEO of My Skin Buddy, for a presentation-turned-podcast episode all about how to sell more at-home devices to your clients without feeling salesy.

If you’re not familiar with the My Skin Buddy, it’s a 4-in-1 tool with six different settings that allows for deep cleansing, increased product penetration, plus anti-aging, skin-clearing and brightening benefits using LED light all in one lightweight, hand-held device.

Now keep in mind, this isn’t a sales pitch for My Skin Buddy, although I dare you not to fall in love with it after learning more about this amazing product (I bought every member on my team a My Skin Buddy for the holidays because I love mine so much), but this truly can be a game-changing episode for your business if you take what you learn and put it into practice for your spa.

I’m talking about turning your 5- and 6-figure retail revenue stream and transforming it into a 7-figure revenue stream and beyond.

Below this post, you’ll find the recording of the webinar so you can follow along with all the presentation slides if you’re someone who learns better by both watching and listening.

Regardless of how you’re consuming the information, I highly encourage you to take notes to help cement the teachings because this episode is jam-packed takeaways!

So, tune in, pull up an earbud, and let’s start selling more devices. No icky sales feelings in sight.

In this episode, you’ll learn:

Why retail revenue is so critical for the growth and sustainability of your spa and how at-home devices like the My Skin Buddy can significantly boost your spa’s retail revenue
The key elements of a optimally designed retail section that properly displays your devices
How to educate your clients on the benefits of the devices you sell in a natural way
Ways to showcase your client’s success with at-home devices like the My Skin Buddy so that the product essentially sells itself

Resources Mentioned in Episode #135: How to Sell More Devices Without Being Salesy with Ghada, Founder and CEO of My Skin Buddy

Learn more about the MySkinBuddy on their website under ‘professionals’ and find all available products for wholesale and dropshipping here. Please mention ‘Daniela Woerner’ upon checkout.
Follow My Skin Buddy on Facebook and Instagram
Listen to my first episode with Ghada – Episode 91 – The Behind-the-Scenes Journey from Bright Idea to My Skin Buddy with founder, Ghada Abuhakmeh
Connect with Ghada on Instagram
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.

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!

EP 134: Using Google Ads to Get Your Spa to the Top of Search Results with Deirdre Andrews

May 4, 2020
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marketing

It’s no secret that I love paid advertising, particularly on Facebook and Instagram.

I’ve said it many times here on Spa Marketing Made Easy, and I’m confident I’ll say it many more, but in this week’s episode, my guest and I are digging into a realm of advertising I’m not as familiar with: Google Ads.

Google Ads are a bit of a different beast both with the intent of the ads, the way they’re creatively structured, and how you do the targeting element, but just like Facebook and Instagram, the potential the Google Ads platform holds for your business is powerful.

And here to discuss it with me and give us the crash course in getting started with Google Ads is Deirdre Andrews.

Deirdre is the founder and CEO of Define Marketing, and a Google Ads expert who helps her clients and students get to the top of Google’s search rankings so they can grab control over their online visibility and turn clicks into clients and customers.

In this episode, you’ll learn:

Why are Google ads are a priority in a brick and mortar spa’s marketing strategy
Why would you pay to be in front of yourself even if you’re the number one organic listing
Why SEO and search marketing go hand and hand and key considerations to keep in mind as you navigate SEO
The 101 on how Google Ads work and a good budget to start with
Deirdre’s step-by-step process for getting started with your Google Ads campaigns

References Mentioned in Episode #134: Using Google Ads to Get Your Spa to the Top of Search Results with Deirdre Andrews

Connect with Deirdre on her website, Facebook and Instagram
Download Deirdre’s free Google Ads Cheat Sheet
Explore the Google Ads platform
Learn more about organic search engine optimization (SEO) with the Yoast SEO plugin
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.

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!

EP 133: Leveraging The Power of Going Niche with Tara Walsh of The Lashpreneur

April 27, 2020
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mindset

“The riches are in the niches.”

You may have heard the saying before, but you might also be thinking, “How does specializing in one thing bring me more clients, more revenue, more success? That doesn’t add up!”

I know it might seem counterintuitive on the surface, but when you dig deeper, you’ll find that focusing on your one big thing is also what allows you to become the ultimate expert, and no one is a better example of this than my guest on this episode, Tara Walsh.

Tara is a lash artist turned business coach who is the founder and CEO of The Lashpreneur, where she shares her passion and genius for helping other lash artists start, build and grow their incredibly successful lash artistry businesses.

She does this through the lessons she has learned along her own business journey where she decided to focus on the single service area that she enjoyed the most and was profitable for her business. ( Spoiler alert: it was lashes! )

Even if lashes aren’t the thing you’re wild about in the aesthetic realm, this episode is still for you.

Together, Tara and I are discussing the big-picture concept around going micro with a niche, and how you can strategically use that specialization to blow up your business plus the tips and mindset takeaways you need to make this shift one that you can get behind to help your business grow.

In this episode, we discuss:

Tara’s journey from becoming an aesthetician and lash artist to starting her coaching business as The Lashpreneur
Why Tara focused her business’ niche to lash artist and how the powerful concept of niching down can benefit you as an aesthetician and spa owner
Benefits of only focusing your marketing on one thing to draw in your dream client
Cultivating an entrepreneurial mindset and what kind of development is needed if you want to scale your business and expand your team

Resources Mentioned in Episode #133: Leveraging The Power of Going Niche with Tara Walsh of The Lashpreneur

To connect with Tara and her resources at The Lashpreneur, visit her website, Facebook and Instagram.
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.

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!

EP 132: How to Build a Local Following and Get Found on Instagram with Danielle Pastula

April 20, 2020
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marketing

You know you need to be on social media, especially Instagram.

You also know you need to be consistent in your posting to the platform, but if you’ve experienced the random and spammy comments proclaiming “Nice!” on your posts, or engagement from people who not only live in a different state, but a different country altogether, you might be thinking, “How much is all this work really paying off? These people will never be my clients.”

It’s a valid question and one I’m glad you’re asking because that means you’re aware you need a shift in direction and strategy, and that’s what my guest, Danielle, and I are discussing in this episode.

If you’re a seasoned listener of the Spa Marketing Made Easy podcast, you’re already familiar with Danielle from Episode 76, and know she’s a long-time member of Team AddoAesthetics where she’s been my copywriter and social media and brand strategist for the last 4+ years, as well as my business partner in our social media membership community, Post With Purpose.

She’s also a total expert at zeroing in on the elements of your Instagram content that are going to help you get found by and build relationships with the people who actually stand a chance to walk through our doors.

Yes, it takes a little research and some work upfront, but as Danielle explains, when you know precisely what you’re looking for, it pays off long-term as you become a powerhouse for positioning yourself directly in front of the people who could become your next booked client and establish your brand as a local aesthetic authority.

In this episode, you’ll learn:

The two things you need to leverage in all of your Instagram content to get found by people who live in your local area
Why the algorithm is actually a good thing and can help you get found by your ideal client when you know how to use it in your favor
Understanding the various categories of your hashtag groups and how to research and compile them for your posts
Answers to all your questions on how many hashtags you should be using and how break down your hashtag groupings to show up in feeds of people who stand to walk through your doors
How to leverage geotagging in your content and the strategies for showing up in your immediate neighborhood and larger regional area.

Resources from Episode #132: How to Build a Local Following and Get Found on Instagram

Listen to my first episode with Danielle, Episode #076: Overcoming the 3 Biggest Obstacles in Your Social Media Marketing
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.

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!

EP 131: How to Reset Your Goals and Create New Plans for Your Business with Ali Schiller

April 13, 2020
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mindset

What do you do when it feels like all the progress you’ve made toward your goals feels derailed?

While you may feel defeated, the answer isn’t throwing in the towel, but rather, finding a new framework, resetting your goal, and crafting a new plan.

In quite serendipitous timing, this podcast topic and interview with this week’s guest, Ali Schiller, was on my schedule long before the news of COVID-19 arrived on the scene because the truth is, it’s not just a global pandemic that can set your goals into a tailspin.

Whether it’s a personal or family issue that pulls you away from your regular schedule, or the realization that what you were reaching for wasn’t actually what you wanted after all, making a pivot can be a natural part of the entrepreneurial journey.

And here to help us navigate those pivots in our goals and plans is Ali Schiller who is the founder of Accountability Works and has been featured in Fast Company, Business Insider, and is the featured accountability expert in Entrepreneur.com’s “Goal Standard Challenge,” where she advised an audience of 25,000 people participating in the program.

Clearly, goal setting is her zone of genius, but more so than that, it’s her ability to help you see your goals through and adjust your plan to achieve them along your unique journey, which is what she’s speaking on in this episode.

In this episode, you’ll learn:

Ali’s key methods and fundamental frameworks for helping you stay accountable to your goals
How a Freedom List can help you get focused on what’s important to you and cut cord on what’s not
The power of planning with pen and paper and why it’s not a particular system that’s going to determine your success in reaching goals
How to ditch the feelings of guilt if you find yourself needing to scale back or reset your original goals
Why effectiveness is far more important than efficiency when examining how we’re going to reach our goals

References Mentioned in Episode #131: How to Reset Your Goals and Create New Plans for Your Business with Ali Schiller

Learn more about Ali’s work at Accountability Works and connect with Ali on Instagram, Facebook and LinkedIn
Get Ali’s Map It! Plan – Your 1-Page Plan for Accomplishing Your Goals in 12 Weeks
Listen to Episode #117 of Spa Marketing Made Easy – 4 Simple Steps for Organizing Your Life Like a CEO
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.

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!

EP 130: Crafting Promotions for Maximum Profitability with Sara and Melissa of Sykes & Lanno Skinbar

April 6, 2020
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marketing

Are you pulling together your spa’s promotions without much rhyme or reason other than the fact that you think it’ll bring new clients through the door?

How about drawing up a deal only to realize (once people are taking you up on it) that your promotion doesn’t actually serve your long-term business sustainability?

If you can relate, don’t fret (or have regrets), and instead, tune into this episode of Spa Marketing Made Easy to ensure you know how to properly craft a promotion that will bring you profits!

In this episode, I’m joined again by my Growth Factor students, Sara and Melissa of Sykes & Lanno Skinbar, who are on their journey to building a 7-figure spa and doing an episode with me once per month throughout 2020 to give you the real behind-the-scenes of what it takes to grow to that level.

Last month, with just a few hours left to close out their monthly numbers and just a couple hundred dollars short of their revenue goal, Sara and Melissa whipped up a promotion and shared it with their clientele and their audience.

Want to know the results?

It sold like hotcakes
Pushed them far past their monthly goal
And gave them their most profitable first week of the month yet

But let me be frank: this wasn’t luck, this was strategy.

Sara and Melissa know their numbers, know their clientele, and they know what works as aesthetic experts, which is why I’m talking with them all about how they craft promotions for maximum profitability.

In this episode, we discuss:

How to leverage promotions as a powerful tool right at the time you need them most to meet your goals
Why it pays to have go-to promotions in your backpocket
How Melissa and Sara craft, plan, and prep for their promotions
How they navigate discounting, and the key metrics they look for to ensure maximum profitability on a promotion

References Mentioned in Episode #130: Crafting Promotions for Maximum Profitability with Sara and Melissa of Sykes & Lanno Skinbar

Connect with Sykes & Lanno Skinbar on their website, Instagram, and Facebook
Connect with Sara and Melissa’s new post-graduate education accout, @exclusive_esthetics_education
Follow their Growth Factor journey in Episode #106, Episode #113, and Episode #121
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.

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!

EP 129: Reaching 7-Figure Celebrity Aesthetician Status Through PR With Alana and Jared Mitchell

March 30, 2020
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marketing

Publicity month is still going strong here on The Spa Marketing Made Easy podcast, and in this episode I’m welcoming back Alana and Jared Mitchell of Skincare by Alana as we talk all things media and publicity!

Alana and Jared were my guests back on Episode 78 and Episode 89 (links to both of those episodes in the resources section below) where we talked about their journey to scaling Skincare by Alana from a 70 square foot day spa room into a multiple 7-figure business that has cultivated over 25 million dollars in product and services sales.

And in Episode 89, we got laser-focused on their online zone of genius, Google search and Google My Business, but today we’re moving into the realm of media, which is something they’ve used since the beginning to help grow their brand awareness and scale their sales efforts to mass audiences.

In this episode, they share how they first got started with building buzz for the Skincare by Alana brand and how those initial efforts have also continued to build upon each other over time to gain greater media exposure opportunities.

Whether you have big dreams that you want to take to a worldwide stage, or you envision yourself as the go-to expert in your immediate community, Jared and Alana’s tips will help you no matter where you’re starting or where you plan to take your publicity journey.

In this episode, you’ll learn:

How Alana and Jared use the power of PR in all three of their businesses, and how they initially embarked on their publicity journey
Why it’s important to define what publicity means for you and the steps for determining which outlets to focus on gaining publicity
What it means to “build your ladder” to gain momentum in the media and their top tips for pitching with persistence
An introduction to their new product and how they’re using PR to spread the word, plus their advice on when to bootstrap your PR efforts versus paying for publicity management

References Mentioned in Episode #129: Reaching 7-Figure Celebrity Aesthetician Status Through PR With Alana and Jared Mitchell

Learn more about Alana and Jared’s companies at Alana Mitchell and Skincare by Alana
Connect with them on Facebook, Instagram, and YouTube
Listen to Episode #078 – The Journey of Growing an E-Commerce Empire with Alana and Jared Mitchell
Listen to Episode #089 – Moving Your Results From Zero to Hero on Google with Alana and Jared Mitchell
Download the Impacting Millions Publicity Checklist from my business coach, Selena Soo, 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.

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!

EP 128: How to Recession Proof Your Spa Business

March 23, 2020
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leadership

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