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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 364: Money Mindset + Management with Daniela + Nicole

“What am I actually able to do with my money?” is a common question many spa owners don’t know how to answer.

Managing money can bring feelings of fear, uncertainty, and to be quite honest, a lack of confidence. 

If you’re sitting in a place where the past Daniela was several years ago, you’re wondering to yourself “what’s the next step?”

My guest today has the answer for you. Joining me is Addo Aesthetics Community Coach (our go-to money gal), Nicole Cooley!

Returning for her second time, Nicole is here to relieve your financial worries with all the details of how you can get started on the right foot with your financial goals in 2024! 

With 10 years experience in the coaching industry, Nicole is an Accredited Financial Counselor and Certified YNAB Coach. 

She believes in a holistic approach to finance and money that includes each client’s skillset, mindset, and unique goals into their financial plan. 

She has worked across industries, working with therapists, lawyers, coaches, and spa owners.

In this episode, we discuss: 

  • Identifying the roles cash flow and financial statements play in business
  • Ways to overcome feelings of uncertainty when it comes to finances 
  • Understanding money management is a learned skill set
  • Nicole reveals what the 2024 message is for cash flow management
  • The first step to take if you’re new and don’t know where to begin

References Mentioned in Episode #364: Money Mindset + Management with Daniela + Nicole

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 363: $46.5K in 7 Days – How Ashlen Day Ran Her Best Gift Card Promo Yet

“$46,500 in SEVEN DAYS?! TELL ME EVERYTHING!” was the first thing that crossed my mind when I saw Ashlen’s Wednesday Wins post last month.

In my Growth Factor Framework program, we ask our Spa CEOs to share a win every Wednesday to serve as a reminder that they aren’t just problem solvers, they’re achievers worth celebrating all milestones!

In addition to Ashlen’s December gift card promo being a smashing success, what drew me to her success story was how she created a great cash infusion into her business by keeping a successful sales strategy from the previous owner and amplifying it by combining guerilla marketing tactics with new technology strategies. 

Here to spill the details on her goal crushing promotion and share her top takeaways in this episode of the Spa Marketing Made Easy podcast is Ashlen Day, Spa CEO of CopperLeaf Spa & Salon in Winnsboro, Texas. 

She started out as a service provider at CooperLeaf in 2017 and eventually moved into the management eventually purchasing the spa and becoming the owner in 2023. Plus she’s one of my students in the Growth Factor Framework program!

Her business is home to 22 employees, 19 of them being service providers, and offers a broad spectrum of services including: massage, aesthetics, nails & hair.

If you’re looking to see what’s possible through a dedicated promotional retail push, I highly recommend you tune in for a strong dose of inspiration, encouragement and tangible takeaways.

In this episode, we discuss: 

  • Ashlen’s journey from service provider to owner of CooperLeaf Spa & Salon
  • The annual process her business follows to run a 20% off $100 or more in gift cards promotion
  • The marketing strategies she relied heavily on that helped CooperLeaf have its best year running this promo yet – $71.5K for the entire month of December! 
  • The key takeaways she plans to revise to set her up to achieve her $100,000 goal in December 2024

References Mentioned in Episode #363: $46.5K in 7 Days – How Ashlen Day Ran Her Best Gift Card Promo Yet

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 362: Building a Winning Paid Ads Strategy with Tara Zirker

If you’ve found yourself staring blankly at your Meta Ads account, turn the volume up and grab a notepad. 

I’ve been in your shoes. 

What is Meta? 

How do I know which ad campaign objective to select?

Should I use an image or a video?

This is just the start of a long list of questions that runs through your head while beginning to set up your paid ads strategy.

I want to help you take the guesswork out of ads so I invited the Facebook Ads goddess herself, Tara Zirker, back onto the Spa Marketing Made Easy podcast. 

Tara helps thousands of online experts who are overwhelmed or skeptical to confidently learn paid advertising and infinitely scale their businesses through her business, Successful Ads Accelerator. 

Put your frustrations to the side, Tara shares easy to understand tips for lead generation and customer acquisition through paid advertising and tells us what developments to focus on in 2024. 

In this episode, we discuss: 

  • Two developments to consider when building your paid ads strategy this year
  • One important question to ask yourself about the lifetime value of a client
  • The biggest thing that holds spa owners back
  • Analyzing your budget and making data based decisions for ad placements
  • When and how to consider Tik Tok ads
  • Is video king in ads? 

References Mentioned in Episode #362: Building a Winning Paid Ads Strategy with Tara Zirker

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 361: Setting Intentions: Daniela’s 2024 Words of the Year

One of my favorite practices every January is to set my intention for the year.

(If you’re reading this and thinking “I didn’t do that!” It’s never too late. Tune in to hear more about the process.)

The word (or phrase) I select is the constant reminder I refer to weekly as I navigate life and business for another year.

For 2024, I decided to switch it up a bit. 

After seeing a Facebook post that said whichever 4 words you see first in the word scramble are going to determine your year, I decided to play along and ended up loving the 4 words I saw first. 

Tune in to this episode to hear what my focus is going to be in 2024! 

In this episode, I discuss: 

  • Intention setting and why it’s important to regularly practice
  • My process for setting my yearly intention
  • The 5 words I am committing to in 2024

References Mentioned in Episode #361: Setting Intentions: Daniela’s 2024 Words of the Year

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 360: 3 Keys for Building a High Performing Team

Not hiring is risky business. 

Operating as a solo isn’t wrong, but it is limiting because it becomes seemingly impossible to imagine expansion or growth when you have to wear all the hats of being a business owner.

I’m not saying it’s not attainable, but it is not what I recommend or would ever put myself through as a CEO. 

Developing a team has changed my life for the better. 

In today’s solo episode on the Spa Marketing Made Easy podcast, I’m sharing the 3 keys to building a high performing team and reasons why my team has helped propel my business forward.

In this episode, I discuss: 

  • How I’ve achieved freedom in my business by developing a team
  • The training and development processes I’m using with my Growth Factor® coaches
  • The reason why I gifted over $100,000 in 1:1 coaching calls to active Growth Factor® students
  • Importance of standardization of processes when you have more than one provider

References Mentioned in Episode #360: 3 Keys for Building a High Performing Team

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 359: Franchising Your Spa with Founder of VIO Med Spa, Joe Stanoszek

Longtime listeners know I’m constantly talking about having the mindset of creating an asset that you can sell. 

Well listen up Spa CEOs + aspiring spa owners because today’s podcast guest has done just that by building a franchise. 

There are currently 37 franchises of VIO Med Spa and counting! 

Founder Joe Stanoszek joins me to share the key things that made him get approached to franchise, plus the good and the bad of the process that landed him where he is today.

If you’ve had any interest in building a franchise or opening and operating a licensed franchise spa, tune in to hear all about Joe’s journey. 

In this episode, we discuss: 

  • Joe’s backstory and how VIO Med Spa came to fruition
  • Key things about VIO that made Joe get approached to franchise 
  • The in’s and out’s of the franchising process
  • Benefits of opening a licensed franchise, specifically in spa
  • Importance of lifetime customer value

References Mentioned in Episode #359: Franchising Your Spa with Founder of VIO Med Spa, Joe Stanoszek

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 358: Rediscovering Her Entrepreneurial Calling with Shirin Zakerion

You’ll often hear me talk about how entrepreneurship is like riding a rollercoaster.

Some days are up, and other days are down, but ultimately, the goal always remains the same – to build business around a life you love. 

My guest on today’s episode has entrepreneurship ingrained in her DNA. Growing up working in her family’s restaurant, Shirin Zakerion developed a knack for customer service and leadership at a young age.

(She’s been practicing entrepreneurship for a long time!)

As she pursued a career in the hair industry, she found herself thrust into the world of entrepreneurship that was disappointingly filled with burnout. 

But she persevered. 

Tune in to hear how she rediscovered her passion and commitment for haircare and is now running a thriving business that is authentic to herself and her business. 

Shirin’s remarkable journey, from burnout to rediscovery, is a testament to her resilience and a driving force behind her success.

In this episode, we discuss: 

  • Shirin’s entrepreneurial and family background that led her into the hair industry
  • The cause that made her take a hiatus from the hair industry
  • How she rediscovered her passion that led her to opening her current salon
  • Her focus on the customer experience touchpoints and how Mangomint has been an integral part of building this process
  •  The importance of making business decisions that are in alignment with the problem you are trying to solve 

References Mentioned in Episode #358: Rediscovering Her Entrepreneurial Calling with Shirin Zakerion

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 357: Sharing Event Strategies that Resulted in $225K with Samantha Surman

When you hear that somebody has hosted a wildly profitable event, the natural response is “tell me everything!”

Today’s episode of Spa Marketing Made Easy is doing just that. 

Samantha Surman, one of my Spa CEOs from my Growth Factor® Framework program, is spilling all of the juicy event details of how she generated $225K in revenue by hosting back-to-back events.

After meeting at a Dermaconcepts event, Samantha joined my program and focused all of her efforts on event planning. She’s the Medical Spa Manager at Healthy Complexions Spa where she’s focused on managing the growing team. 

We break down the ins and outs of how she went from barely hitting 4 figures to hosting 5- + 6-figure events in a matter of months after joining Growth Factor®.

The lessons shared in this episode are a must for Spa CEOs ready to run successful events. 

In this episode, we discuss: 

  • Samantha’s professional journey and the connection that brought her to join my Growth Factor® Framework program
  • The key takeaways she learned inside Growth Factor® that set the foundation for her mini event and open house
  • Her glowing review of working with Dermaconcepts 
  • All of the event details, including the most unexpected thing, and her advice for listeners
  • Her next big goal as a Spa Manager

References Mentioned in Episode #357: Sharing Event Strategies that Resulted in $225K with Samantha Surman

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 356: Embracing the Serial Entrepreneur Title with Charlie Carter

The greatest gift in coaching is witnessing the “Aha!” moments that happen for my students. 

My guest on this episode of the Spa Marketing Made Easy experienced a lightbulb moment on a recent coaching call when I gave her the title of serial entrepreneur.

Charlie Carter, CEO of Body Soul Spa in Jacksonville, FL, is multi-passionate and possesses a wide variety of talents and interests, and she has the itch of entrepreneurship. 

If you can relate to Charlie’s feelings of always wanting to take on the next big challenge and truly loving the build, the title of serial entrepreneur may be the answer you’ve been seeking. 

Listen in to hear how this defining moment gave Charlie so much clarity and validation for how she was feeling. 

Tune into this episode as we discuss:

  • How Charlie became an entrepreneur and her journey navigating the spa industry
  • The “Aha!” moment that defined her as a serial entrepreneur
  • What happens when she gets the itch of serial entrepreneurship
  • The decision making process she follows when presented with a new entrepreneurial opportunity
  • Charlie’s advice for aspiring entrepreneurs

References Mentioned in Episode #356: Embracing the Serial Entrepreneur Title with Charlie Carter

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 355: Announcing Addo Wellness Institute: A Post-Secondary School Specializing in the Business of Aesthetics

What you’re going to hear in this episode has been a long time in the making and I am ecstatic to finally share it with you – introducing Addo Wellness Institute, the first post-secondary school specializing in the business of aesthetics! 

This new venture is a marriage between my two personal worlds of being an aesthetics professional and being a military spouse, and our goal and vision with Addo Wellness Institute is that we’ll help 5,000 military spouses and veterans find meaningful employment by 2030. 

In addition to military spouses and veterans, Addo Wellness Institute aims to support aesthetic professionals, spa owners and Spa CEOs in both finding top-tier talent trained in key remote team member roles as well as obtaining spa manager training for that key role within your growing company. 

Tune into this episode as I share:

  • The mission and vision behind Addo Wellness Institute including how we’re starting and where we’re headed 
  • The three initial certification tracks that are now open for enrollment and why these roles are key within a successful spa company 
  • How we’re structuring our class sizes and learning environment, plus, how we’re making an even greater impact by focusing on providing training within the military community to fill remote aesthetic roles 
  • The first steps to getting started and becoming a student of our inaugural class

References Mentioned in Episode #355: Announcing Addo Wellness Institute: A Post-Secondary School Specializing in the Business of Aesthetics

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 354: Determining + Increasing Your Lifetime Customer Value with Scott Bell of High Level Marketing

Getting more clients is always the hot talk when it comes to spa marketing, and while gaining new clientele is obviously important, a successful spa owner and entrepreneur knows that retaining clientele is even more valuable. 

Not only is it easier to market and sell to an existing client who already knows, likes and trusts you, but you have the greatest opportunity to move the needle on a metric that really underscores the entire health of your business – your Customer Lifetime Value. 

Here to break it down with me is Scott Bell, the Chief Executive Officer of High Level Marketing (HLM), a leading digital marketing company serving over 2,000 small and medium-sized businesses with the core purpose of accelerating their customer growth by helping them unlock their true business potential. 

From understanding how to determine your spa’s Customer Lifetime Value to utilizing it in making key strategic decisions, especially when it comes to your marketing, this is a lesson in business you can’t afford to miss. 

In this episode, we discuss: 

  • Scott’s background in marketing and entrepreneurship and how he shifted from owning a billboard marketing company into the world of digital marketing
  • Defining Lifetime Customer Value and why this is such a critical metric for spa owners to understand and leverage
  • How to begin calculating your spa’s Lifetime Customer Value and tips for increasing that value over time 
  • How we can utilize Lifetime Customer Value in our marketing, plus insights on setting your marketing budget percentage for growth and crafting systems around tracking your numbers for long-term growth

References Mentioned in Episode #354: Determining + Increasing Your Lifetime Customer Value with Scott Bell 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 353: Releasing Guilt Over Time Spent and How We Plan for Success

Ambitious women are wired for guilt.

I know that statement packs a punch, especially if you let it sink in. 

Whether its mom guilt, guilt for spending time on something “frivolous” or “wasting time” on something that doesn’t move the needle or make you money, it’s all too easy for an ambitious woman, especially entrepreneurs  to feel like you’re trying to “do it all,” but as a result, not doing any of it well. 

No matter how you want to classify the guilt, I want to take some time to shine a light on it, talk through it, and make a plan to blow past it. 

Life is too short to spend time in regret feeling guilty about how you’ve spent your time (it’s a vicious circle!). 

And while I do believe we can do, be, and have it all, it’s not going to happen through white knuckling your to-do list or making yourself pliable enough to be bent and pulled in 20 different directions at once. 

No, if you want to drop the guilt for good, and actually do everything you set out to do in that version of your dream life and business you have in your head, it’s time to put that vision into action with a plan, which is what you’ll learn when you tune in to this episode of Spa Marketing Made Easy.

In this episode, I go over: 

  • How my journey through motherhood transformed my relationship with time and how I came face to face with mom guilt, plus, what I’ve done to shift out of it
  • Why it’s important to examine how we feel around how we’re spending our time and how that aligns with our vision for our life and our businesses 
  • The 4 critical steps in my and my team’s annual planning process

References Mentioned in Episode #353: Releasing Guilt Over Time Spent and How We Plan for Success

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