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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 394: Managing Your Spa’s Cash Flow with YNAB with Nicole Cooley

Your sales are going great, and you’re expecting one of your spa’s highest revenue months yet, but when it comes time to do your monthly bookkeeping, what you brought in seems to have flown out the door just as fast. Does that feel familiar? 

Whether it’s constantly feeling like you’re in a state of catch-up with your business finances, or you honestly don’t know where all the money is going — Team Addo coach Nicole Cooley and I are here to break down all your cash flow woes so you can start seeing exactly where your money is going and manage it to flow where you want, when you want. 

If you ever feel like trying to manage your business’ finances is a rollercoaster ride, we’re going to shine a light on our biggest tips and top tool, YNAB (short for You Need a Budget), to smooth out the bumps so your cash flow can actually be in, well, flow! 

In this episode, we discuss: 

  • How getting a hold of your spa’s cash flow allows you to pay yourself more and find opportunities for your business to absorb expenses that can be tax deductible 
  • Why you need to look at managing cash flow as a marathon, not a sprint, and how we use YNAB (You Need a Budget) as a tool to help demystify where money is going and flowing
  • An overview of the Profit First enveloping system, how we tailor it to spas and tips for how to gradually shift your cash flow percentages 
  • Understanding the big picture of your business’s financial health and how profit, savings, and taxes put the puzzle together 

References Mentioned in Episode #394: Managing Your Spa’s Cash Flow with YNAB with Nicole Cooley

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 393: 5 Money Mistakes Spa Owners Make On Their Journey to a Million

The magic “million dollar mark” is a goal my team and I frequently hear within our coaching programs and among our Spa CEO students and clients, and for good reason. 

Being a seven-figure business owner is a huge accomplishment, one that many small businesses don’t achieve, especially women (a statistic we’re set out to change among spa owners!). 

However, just as frequently as we hear that goal, we see the same mistakes made by spa owners that hinder their ability to grow to that million-dollar-per-year mark. 

The good news is that these mistakes aren’t complicated to fix. But they do require consistency in your commitment to being and acting like a Spa CEO because, when you own that role and what you need to do to fulfill it, these are mistakes you’ll naturally avoid. 

Join me and Team Addo coach Nicole Cooley for our second episode of Finance Month on the Spa Marketing Made Easy podcast, where we discuss: 

  • The five most common mistakes spa owners make keeping them from hitting $1 million in annual revenue
  • Why knowing your numbers is critical to your ability to reach $1 million as well as how to analyze those numbers so you can leverage them 
  • Nicole’s tips for creating a cash reserves calculation that works specifically for you 
  • Understanding lines of credit and how to leverage loans and other financial assistance to grow your business
  • How scheduling and capacity planning play into your big picture goals, plus how to have several success plans so you’re never left wondering what move to make next on your journey to $1 million in annual revenue

Resources Mentioned in This Episode:

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 392: Strategically Lowering Your Spa’s Expenses with Nicole Cooley

“It’s one-click to get this, that and the other, so we really need to do a deep-dive and check in a few times per year to really make sure we’re scaling back and focusing on not wasting.”

That’s just one of the nuggets you’ll glean from this week’s episode, which is all about lowering your spa’s operating expenses. 

Beyond making more sales, the other simplest way to create more cash available in your business is to slash those expenses, especially the ones that aren’t bringing you a return on your investment. 

Joining me on the mic on this episode of Spa Marketing Made Easy, we have Nicole Cooley, one of our Team Addo and Growth Factor Framework coaches who approaches money in a way that combines numbers, values, beliefs, and dreams, making it a topic you can actually feel excited about and empowered by as you work toward growing and scaling your spa business. 

In this episode, we discuss: 

  • Where to begin analyzing your expenses and what you can easily cut first 
  • Why it’s critical to begin incorporating your patterns and behaviors into your financial system 
  • How tracking your marketing efforts plays into your overall financial plan, and key points of consideration on how to adjust your marketing budget
  • Nicole and Daniela’s top tips on making money decisions that align with your overall business vision and growth plan  

References Mentioned in Episode #392: Strategically Lowering Your Spa’s Expenses with Nicole Cooley

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 391: Discussing Vitamin A with Toni Lee Roldan-Ortiz, L.E. – National Master Trainer and Sales Manager for DermaConcepts

While I no longer work in the treatment room, I’m an aesthetician at heart, and when I attended a recent DermaConcepts event in the DMV area, I had the pleasure of sitting in on one of Toni Lee Roldan-Ortiz’s presentations focused on the unique science of Vitamin A delivery that DermaConcepts delivers through their Environ line. 

I gleaned a ton of new insights during that presentation, and since Addo Aesthetics is a strategic partner with DermaConcepts, I knew I had to have Toni Lee on the show. 

Toni Lee has over 30 years in the beauty industry where she began as a television and celebrity makeup artist, and with time, followed her passion into skincare and became a licensed esthetician who also holds certifications in paramedical camouflage makeup, Pastiche Advanced Skin Analysis, and Oncology Aesthetics. 

With extensive experience at a prominent plastic surgery office in New York where she helped grow the practice, train the team, and create treatment protocols as well as build sales as their lead aesthetician, Toni Lee eventually shifted into her current role as a National Master Trainer and Sales Manager for DermaConcepts, the exclusive distributor of Environ Skin Care in the USA, where she trains physicians, nurses and estheticians on the leading science and skincare that Environ delivers. 

In this episode, we discuss: 

  • The importance of Vitamin A for everyone and many skin conditions 
  • The science behind how DermaConcepts is delivering Vitamin A in their Environ products
  • Why lipid forms of Vitamin A are more beneficial to achieving best results for our client regardless of skin condition or season
     

References Mentioned in Episode #391: Discussing Vitamin A with Toni Lee Roldan-Ortiz, L.E. – National Master Trainer and Sales Manager for DermaConcepts 

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 390: Developing Your Sales Mindset with Eugene Vassilas

Sales – the lifeblood of business, but the thing that makes most Spa CEOs shrink back for fear of being too salesy, slimy, pushy, insert any other cringe-inducing adjective here. 

Even if you’ve forced yourself to bite the bullet with selling and muscle through it, I promise sales conversations don’t need to be something you fear or white-knuckle your way through. 

I want you to have a total reframe on what it means to sell, and here to guide you through it is my guest, and a beloved member of Team Addo, Eugene Vassilas. 

Eugene is a Sales Trainer and Growth Consultant who helps overthinking Spa CEOs shift into confident leaders who approach sales strategy through empathetic communication, and if you’ve ever had the pleasure of having a call with him through our Team Addo channels, you know how he embodies this practice of sales as service.

Tune in as we discuss: 

– Detaching yourself from the outcome of sales conversations and how to view sales as a form of service through empathy and empathetic listening

– Developing your sales mindset and tangible practices for how to show up for a sales call 

– Approaching sales conversations with an evidence-based strategy, which allows you to dig deeper with your client or potential client 

– The importance of personal self-care practices and boundary-holding for successful sales conversations as well as tips for overcoming the fear of sales calls, leading sales conversations when a client asks for “everything,” and getting clear on goals and intentions through selling

References Mentioned in Episode #390: Developing Your Sales Mindset with Eugene Vassilas

  • Learn more about Eugene’s approach to sales and company growth and check out his book via his website

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 389: Discovering What PDO Max LúmEnvy™ Can Do For The Skin with Jaclyn Luongo

We love to talk strategy and marketing here on the Spa Marketing Made Easy podcast, but every now and again we bring you a “talk shop” style episode with a focus on a new aesthetic product or modality that we think is worth the buzz. 

In this week’s episode, we have return guest, Jaclyn Luongo, joining us on the mic to share all about PDO Max’s new skin booster, LúmEnvy™. 

Jaclyn is the Director of Sales & Business Development for PDO Max and was last on the show when they debuted their AfterGlo™ product. Jaclyn is not only a fantastic source of knowledge on these products and how they work to benefit the skin and enhance your client’s results, but she’s also an incredible aesthetic industry expert who speaks to how you can maximize the profitability of PDO Max’s suite of products. 

In this episode, we discuss: 

  • The latest product and skin booster by PDO Max, LúmEnvy™
  • What LúmEnvy™is, how it can boost your client’s results and the 4 key ingredients in this skin booster 
  • Ideal client candidates for LúmEnvy™ and how to integrate this new product into your existing menu of treatments
  • Breaking down the cost of LúmEnvy™and thoughts on pricing and packaging for profitability

References Mentioned in Episode #389: Discovering What PDO Max LúmEnvy™ Can Do For The Skin 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. 

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EP 388: 3 Ways to Increase Your Revenue Per Hour Per Room

Tracking and assessing your KPIs (Key Performance Indicators) is a critical Spa CEO activity, and while there are many KPIs to keep your eyes on, there’s one particular KPI that plays a foundational role in your spa’s overall success and profitability, which is why I’m giving focus to it in its own podcast episode.

In this episode of Spa Marketing Made Easy, we’re diving deep on the KPI of Revenue Per Room Per Hour, which has a variety of factors at play in how you can boost your business’ profitability. 

Tune in as I walk you through the Revenue Per Room Per Hour metric and three key ways you can increase your revenue and maximize your providers’ time and profit-producing capacity. 

In this episode, you’ll learn:

  • The in’s and out’s of breaking down, calculating and tracking the KPI of “revenue per hour per room” 
  • Utilizing simple upgrades to increase revenue per hour per room and how to select the best ones to promote
  • Creating timing efficiencies and helping your providers understand how to best utilize their time with their clients
  • How to tie in retail sales into your sales approach to boost your revenue per hour per room as well as your spa’s overall revenue and profitability

References Mentioned in Episode #388: 3 Ways to Increase Your Revenue Per Hour Per Room

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 387: 4 Steps to Retire Out of the Treatment Room

You’ve got happy clients who sing your praises and a business that’s flourishing, but you’re feeling the time crunch between still being in the treatment room while also trying to continue growing your blossoming business.

In this episode of Spa Marketing Made Easy, I’m walking you through our 4-simple steps framework for how you can begin shifting out of the treatment room as a provider so you can start focusing more of your time to be in the role of Spa CEO. 

As Spa CEO, your efforts are focused on leading your team, building out systems and infrastructure, and growing the business so that eventually you’re in a place of being work optional in every capacity.   

Tune into this episode to learn more about:

  • The process of building out your dream team and the mindset you need to succeed in hiring and transitioning yourself out of the provider role
  • Understanding and calculating the break even point of your providers 
  • Creating a winning marketing strategy and getting either a new or existing team member’s books filled 
  • How to manage your calendar like a Spa CEO 


References Mentioned in Episode #387: 4 Steps to Retire Out of the Treatment Room

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 386: Successfully Launching a New Service with Ryan Files of High Level Marketing

When introducing a new service, modality, product, or provider to your spa, your primary goal as Spa CEO is recouping your return on investment, and your second goal should be profit. 

But as my 4x repeat guest on this episode shares, it’s not enough to simply tell your clients you have something new or post about it passively, you have to structure your marketing materials for success.

Joining us back on the podcast is Ryan Files, the the Vice President of Sales with High Level Marketing, and marketing expert who has worked with hundreds of individual practices on their marketing and SEO efforts from spas to dermatologists and plastic surgeons, as well as aesthetic manufacturers such as BTL, Rohrer Aesthetics, PDO Max, Emage Medical, and The Salt Facial.

Listen in as we talk about how to be proactive with your on-site marketing and website structure to ensure success when introducing a new service or provider to your spa.

In this episode, we discuss: 

  • Assets to have in place for a successful launch of a new service in your spa or when bringing in a new provider
  • Why you need more than just a basic all-encompassing services page on your website
  • Key data point, insights, and statistic on spa industry audiences and conversion rates
  • Top tips for structuring your services pages to capture the new lead or booking conversion


References Mentioned in Episode #386: Successfully Launching a New Service with Ryan Files of High Level 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. 

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EP 385: Spa Sales Funnels 101

You’ve got a beautiful website for your spa and social media profiles where you post content consistently, but there’s one more asset you need to have in play to tie them together to bring in a steady stream of new leads and bookings. 

That thing is sales funnels – and yes, they are critical for brick and mortar local businesses, especially spas.

In this episode of Spa Marketing Made Easy, I’m going to give you the full 101 on all things spa sales funnels — why you need them in play in your business, how to structure them, and what you need to have to ensure success with your sales funnels no matter what you’re offering. 

Whether you have some sales funnel building experience or you are brand new to this digital marketing tool, I can guarantee you’ll walk away with plenty of valuable nuggets you can use to increase your spa’s leads and bookings in the coming quarter. 

In this episode, I’ll teach you:

  • What a sales funnel is and how using them in your client acquisition and retention strategies helps increase sales and enhance your business’ sales processes 
  • How to properly structure your spa’s sales funnels for success including the number one element you need to see results
  • Key performance indicators to assess your sales funnel performance
  • The steps of how your ideal client or customer should travel through your spa’s sales funnel

References Mentioned in Episode #385: Spa Sales Funnels 101

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 384: Understanding and Increasing Your Spa’s Client Retention

When we talk about marketing strategy, all too often the primary focus of the conversation is about getting new clients through your spa’s door. 

Now don’t get me wrong, having a fresh flow of new leads and clients is critical in the health of your business, but just as important is retaining your existing clientele.

While you will inevitably get client drop off simply due to the natural flux of life circumstances among your clients, regardless of the incredible caliber of service you provide, focusing on client retention is key for building a business that’s profitable. 

In this episode of Spa Marketing Made Easy, we’re going to talk about all the angles of this key metric you need to keep your eye on as a Spa CEO. 

In this episode, we discuss: 

  • Why client retention is such a critical KPI to keep tabs of within your business and how it sets you up to increase your spa’s overall profitability
  • Balancing the metrics of client acquisition and retention based on the specific growth stage of your spa business
  • Benchmarks to keep in mind for assessing where your current client retention KPIs fall and how to adjust your marketing budget accordingly
  • A couple of my favorite strategies, including one you can start TODAY to keep your existing clients on your spa’s books 

References Mentioned in Episode #384: Understanding and Increasing Your Spa’s Client Retention

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 383: Is a Spa Membership The Right Strategy For Your Business?

Maybe you’ve considered running a membership for your spa, but the thought of consistently marketing your membership and making it profitable has you questioning whether it’s the right strategy for your business. 

Well, if you’re a regular listener, you already know that everything we share here on the Spa Marketing Made Easy podcast is about delivering straight-to-the-point strategies, and that we put an emphasis on profit, not just revenue. 

This episode about starting a spa membership is no different. Whether you’re looking for a new way to bolster client retention and build in recurring revenue, or revive an old membership with a fresh approach to structuring and marketing your membership, this is a must-listen episode. 

In this episode, you’ll learn: 

  • Why building in recurring revenue streams matter for your spa
  • The two main membership models for spa and navigating their nuances 
  • Effective marketing strategies for your spa membership and keeping it front and center in your marketing efforts 
  • The 6 best practices for starting and streamlining a spa membership

References Mentioned in Episode #383: Is a Spa Membership The Right Strategy For Your Business?

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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