Providing Value and Engaging with Potential Esthetician Clients

In this conversation, Brittany interviews Samantha Siffring, a business coach for online women. They discuss the importance of marketing and creating relatable content for your ideal client. Samantha shares insights from her book, "Copy That Compels", which focuses on getting into the head of your ideal client and creating compelling content. They also talk about the challenges estheticians face with marketing and how to build a connection with potential clients through authentic and relatable content. The conversation explores the challenges estheticians face in marketing their businesses on platforms like Instagram. It emphasizes the importance of creating content that is authentic and focused on the client's needs rather than trying to curate a perfect aesthetic. The conversation also discusses the concept of consistency in marketing and how the fear of not being consistent can actually hinder progress. It encourages estheticians to provide valuable advice and engage with potential clients, even if it's not directly leading to bookings. The analogy of a slot machine is used to illustrate the idea that each piece of content brings the esthetician closer to attracting the right clients. The conversation concludes by highlighting the value of estheticians' work and the importance of seeking support and guidance to grow their businesses.

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Brittany (00:00.014)
You know, I'm like, what else do I need to do? OK, let me just get this. OK, we're recording. OK, I am so excited to have you on the podcast. I'm excited to be here. Thanks for having me. I will first just tell everyone about you, and then we'll go from there. OK, great. you are what you do. OK, so I'm Samantha Siffering. I'm a business coach.

I work with women, mostly moms who have small businesses that they operate online. Typically, we work on basically everything. Operations, the marketing, selling, all the things. And you are one of my clients. Yes, I have been for a year now, I think. think it a good. It feels like it's been like years and years, like in a good way.

Yeah, I mean, I've been listening to your podcast for years and years. That's probably why I know about your life. But yeah, and so I've been working with Samantha for a year and Samantha specializes in marketing is one of your specialties. think you have a lot of them. But one of them is specialties and you wrote a book. Yes. Copy that compels. Yeah. So it's called Copy that compels. Initially, I wrote it I think in 2021.

just for clients and it was like a bonus thing and like in an offer that I had. And then this year I decided to publish it more widely. So I did that in February. You I made some edits. was pretty like the way that you talk to your clients and the way that you talk to the wider world is it's just a little different. So I did some edits, put it out there on Amazon. It's available to purchase.

in ebook and in like a workbook format, which is what I recommend. I don't know if you saved the video from this recording, but like it's like big size so that you can like fill in the blanks. it's so good. I actually have the books. I'm one of your clients, but I printed it out on my computer. So I have it on like, you know, for a workbook as well. And it is such a good marketing workbook

Brittany (02:23.094)
or workbook and book because it is a workbook. It's not just a book where you're reading it and then you're like, okay, I guess this is helpful. I don't know how to apply it. Yeah, I really wanted it to be very practical. And I think that goes back to it being something that I initially created for clients. I think a lot of people initially create their book as a marketing tool. And so I don't know if you have noticed this when you're reading nonfiction, especially like business, personal development.

It's like they tell a lot of stories to get the point across. It's like, okay, I always think this book could be a podcast episode. And like, I wanna listen to podcast episode. I don't wanna read the full book, but I promise my book is not that way. It's pretty short. It's a bunch of like action steps and then ways to apply it right away. Yeah, that is such a great point. Cause it's not a marketing tool. It's not like, hey,

come work with me, it's like, this is the work. This is the that you do if you work with you, essentially. What are, what do you think the things that most estheticians struggle with with marketing that maybe your book could help them with Yeah, I don't, this is not like specific to estheticians. That's obviously your expertise and not mine,

I think one of the things that I notice for most people with marketing that's difficult and I imagine probably applies here too, is it's so easy to create your content and marketing from your own perspective and not the perspective of the person you're talking to. And so much of that book is really about getting you into the head of your ideal client and like how to actually

Get your mind in that place and then like how to look through what comes up for you then to create really compelling content that is really targeted towards them. And I think, you know, if you are at all pay attention to any of the people in the marketing world, the ideal client is discussed a lot, right? People talk about this ideal client and what they should look like and what they like.

Brittany (04:48.302)
And, you know, their clothes that they wear. And I think that can be important. But I think the way that you teach it in this book is from a completely different perspective. Yeah, I used to like really be bothered by ideal client exercises. I have calmed down about it now. like, it's going to do that. And it's helpful for you. That's fine. It's not helpful for me to know their grocery store and like what shoes they wear and what car they drive. Like I just...

don't really care about those things. Like, shop where you want, drive where you want. But I do think it's important that you're understanding the inside of your client and externally, what are the situations that they're in that are relevant to how you help them? One of the things that I talk about fairly often or have recently, like I've put some,

like memes out on my Instagram recently that were specifically about working at home when you also have kids at home in the summer. I just know like, so I have the doors on my office are like French doors. So they have windows, like the whole thing is a window. And so I will have children sometimes just mostly my 10 year old like looking in and I can just like hear the breathing.

So I always like talk about that type of thing in my content because my clients face that too. And the other day I was on a call with a client and she didn't notice, but I noticed that one of her children was in the background watching us. And I was like, we have a visitor. And she was like, wow, your marketing like really nails your ideal client. so like those are the types of things, right? Like,

like, you're wearing these shoes. It's like, no, your child is standing at the door or standing behind you while you're working and heavily breathing. And it's a little creepy. And it's just like, yeah, that's what it's like to be an online business owner mom in the summer. Right. I mean, there's been many calls where my daughter joins us. here she is. Here she is. And she sits in the lap. And she wants to talk to you. And she's like, where's the me?

Brittany (07:13.71)
And, and, but that, yeah, since you understand that, that is that people talk about it. And I know I've talked about it on my, on this podcast, but like the know, like, and trust that people love to say to help people understand marketing, but that makes people feel like you know that what they're going through. Yeah. It's like, you know, it can be important. So they understand what services you do,

That's not why they're booking with you. They're booking with you because there's a relationship and there's connection there. Nine times a Yeah. like, you know, the aesthetician would want to think about what is the experience of the person who's struggling with their skin? Yeah. They're waking up in the morning. Like, are they afraid to look in the mirror? Are they like at night? Do they not want to take their makeup off before they get in bed with their partner? Like, do they, you know,

What are those things? And like, what are the reasons why they do the things they do? Like, that's the kind of stuff that you really want to dig into and create content for. Yeah. And that's what the workbook will guide you through those things. Yeah. How did how to look at that? Because yeah, a lot of the content a lot of estheticians do and then as of getting reposted a lot is like this ingredient and why it's so beneficial for the skin and that can be a whole here and there. But

doesn't make someone feel like they know you as a person. Yeah. Yeah. And I think for a lot of service businesses, I don't follow a ton of estheticians. I follow probably a couple, but I follow a lot of tattoo artists. And I think the marketing is sort of similar, at least compared to like a coaching business. And something that I notice a lot is that they do a lot of

what it's like to be a tattoo artist content. And it's like, okay, sometimes it's funny. Sometimes it's not relatable at all, because I'm not a tattoo artist. Right. Or it'll be like, like, what's your tattoo? Ick or like, gently making fun of clients that come in or whatever. And it's like, that's definitely gonna make me like afraid to go in. Right. So thanks for letting me know that you are judging

Brittany (09:36.974)
because I will stay away from you. So you just have to be conscious of who is your content for. Right. Yeah, because you've recently gotten the tattoo world. Last year, right? year. Yeah. So I got a tattoo like probably 15, 14 or 15 years ago. One. And then did not get another for all of that time until last year.

I just like had this mental shift where I had been like thinking like, I'm not a tattoo person, but then I was like, why? I admire them on other people. Like I had recently like seen several that I was like, I like that. And I was like, yeah, and there's permanent stuff on my body I don't really care for. Stretch marks, moles, scars,

I didn't choose any of that and it's not going away. So it's not like this like, this like perfect blemish free skin that is gonna be ruined forever. It's like, it already got ruined by things that I don't love. Why would I not put on something that I like looking at? And like, I'm not gonna get tired of like flowers, you know? Yeah, yeah, but.

And so then you instantly, you got into the tattoo world and then you see this bad content of people. you probably want to like, yeah. And I think, I think what happens, and I see this so often with estheticians and I like, this is one of the things I work on with my clients when they first start with me and like stop paying attention to other people's content, other estheticians content and stop making content for other estheticians because estheticians will make, you know, a ick comment or day in the life or something that's really,

aesthetically pleasing for other estheticians and they get a ton of engagement because people like other estheticians love it. Yeah, they're marketing to estheticians all over the country who are never going to buy from them. And then they're like, this is so hard. I've worked so hard making this content and no one's signing up to be my client. Yes. Yeah. So I'm sure there's somebody listening who's like feeling that way and is having an aha like,

Brittany (11:50.286)
My stuff's been going viral, but with the wrong people. I had a reel go viral a couple months ago. it was, I think a lot of my audience really loved it, but it somehow got, it just like random people got it. And I got some like crazy mean comments about it that were not aestheticians, were never going to buy from me. So I ended up just like shutting down the reel because for some reason it just kept getting picked up again and again.

And I'm like, that, don't want the algorithm to keep feeding these people content. They're not people I'm going to ever sell to. And so being really aware of that and who is commenting on your posts. Yeah. Something that I've noticed when things go viral, I have not had anything go seriously viral, but I've had quite a few clients who have.

And something I notice every time is that there's this initial wave of like, seems like it's going to the right people and the comments are really good, really positive. And then the platform's like, people love this, we're gonna send it to everyone. And there's like this tipping point where, like I've seen with a lot of clients, they have like all these nice supportive, like women, know, cheering them on, whatever. And then like, I don't know what.

Side of the internet it gets on words like all these gross guys Yeah, yeah, yeah and and but again you have to I think what happens and maybe we can talk about this because and I see this on to my clients and something we definitely work on is the people like believing if they get They people put out content and then they get engagement from estheticians and so they that makes them

that it's good because people are engaging. And so then they switch their content to things that are not esthetician related that are not for estheticians that are for their clients. And their engagement drops dramatically because estheticians find it really boring because right, we all would find it boring because we do every day. It's not interesting to us. And so then it's very hard to stay motivated to keep doing the content for that ideal client because your engagement will be such a big shift from doing relatable esthetician content.

Brittany (14:05.068)
Yeah. And so you want to do relatable people with skin content. So aren't estheticians. Exactly. Because obviously estheticians have skin too. It's true. But I get my lashes done. And there is so much content out there for lashes that isn't just showing the lashes, which of course, when you want to see someone's work, when you go to their Instagram page, but there's so many other things that you can be relatable to having lashes.

that has nothing to do with you lashing someone's lashes. Although those are kind of satisfying videos sometimes. Yeah. They're to have. Right. They're good to have, but not every post. then it's hard. I guess it also depends on what specifically you do to show your skill. Because I think some of the S &S services skill is more paramount than others.

put someone doing lashes doesn't always have the same amount of skills as the other person doing lashes. Same thing with hair removal, like just because someone can wax, they can wax really well. So it's good to show that skill, but not to the point where that people don't really know who you are. Yes. Yeah. And I think that this gets at the fact that you need to have a variety of different things in the content. So

I love the idea of like you want to show skill. think client testimonials, client stories, client before and afters, like whatever's the best way to show your work is really important and should be like one of the regular things that you're doing in your content. But there should also be other things, you know, where you're like showing who you are. Because that's, like you said, a big part of why people are going to hire you

Do they like you? Do they feel like they click with you because that client's gonna be laying there for a while up close and personal with you showing parts of themselves that they don't to probably anyone else or very few people. I don't even like to show myself the

Brittany (16:22.68)
super magnified mirror of my face all the time. So knowing somebody who's like up in it, like, it's kind of vulnerable. It needs to be somebody you really trust. Yeah. I remember when I was in San Diego and I was in my BLH beauty acne business and I knew client come in, she's like, yeah, I'm following Instagram for a while and I saw you and Trader Joe's last week and I really wanted to say hi to you, but I didn't meet you yet. And I was

It was like really sweet and also kind of creepy because I was like, wow, I guess people really know who I am on my Instagram. Yeah. I look like that she could, you know, like see me at the store and be like, that's Brittany. Yeah. And so that like that tells me that like it works. And even like in this business, people are like, I've been listening to your podcast or following you on Instagram. I feel like I already know you. That's great. That means that people understand who you are from your content. I agree. I agree. This just like

I don't know if we talked about this ever or not, but this just popped in my mind. I, on TikTok, probably over a year ago, found this, I think these two women who do waxing and made the best content. And I feel like this will be like a good inspiration for people to think about like, what does it look like to create content for your ideal people? But they were thinking about and like going through, like before they created it, they were thinking about,

What are the things people are afraid of when they're thinking about getting waxed and making this appointment? So they just went through and made a couple of different TikToks, like here's essentially dispelling all of the things that you're afraid of. Like, we're not judging you. Here's what our space looks like. Here's what it's like when you come in. Like here's, I don't know, the temperature of the wax, like whatever it was, like all kinds of things people could be afraid of that they just

I have been getting waxed for like 20 years and I even felt more comfortable watching it. Yes, yes, because you and again, like what you said before, someone looking at your skin, like me looking at your skin, I don't even, it doesn't even, I don't think anything of it. There's like no judgment. It's just like not a thing for me.

Brittany (18:43.222)
You don't know that. If you were coming in to me, you don't know to me, I'm not like, my gosh, her skin. I don't have that judgment about people's skin that maybe other people do. Or that the person's afraid that people do. Right. Right. And really identifying that and making them feel more comfortable in your content before they even come into CEO. Yep. Yeah. And then also, obviously, reiterating it when you're in person with them.

But that goes back to building that connection with someone online. think this is where a lot of people struggle with when it comes especially comes to online marketing is they don't understand that that's the connection part. it's like dispelling fears or dispelling myths or whatever. It's that is the part that connects you to someone not like, know, an ingredient. Ingredient is really great.

Yeah. Yeah. And like ingredients are interesting. I also like I follow a lot of cosmetic chemists who talk about the ingredients. Like they do it in a way that brings you in. You know, they're not just like putting information on the screen. It's like I'm talking to you about this product. And like first I'm talking about more interesting

stuff about the product, you know, like, why do I like it? How does it work? What does it look like? Like, what's the container look like? What's the substance look like? And now let's talk about what's in it that helps it to be so good and like how specifically those different things make it good. That I find fascinating. And I think hopefully this is like helpful also for people to see there's lots of different directions you can take this in based on who you

So it doesn't always have to be like a funny skit. It doesn't always have to be a deep dive into ingredients. Like it doesn't have to be any particular type of content if that's not you. Right. So I think people really need to think about who am I? What is my personality? What's the kind of content I would put out where my best friend would be like, yep, that's my bestie.

Brittany (21:04.75)
Like, Whoa, she's like really in her professional mode, you know, like, what is the non persona version of you? And that content is going to be so much easier to create, because it is an extension of you. And then it's so much easier to produce a lot of content and produce it consistently. So I am a huge proponent of looking at like, Who am I? What makes sense for

And I think I think you had said on your podcast you you volunteer for your sorority from college I think you said that this college girls They don't want they really curated feeds anymore Didn't you say that like you had they had said that to you like that is not what is Working anymore. It's really being your authentic true self, which is fantastic news for everybody It is I agree and I feel like this was like part of my

I have this like whole election recently with that organization and like part of my whole speech with it was like, this is such good news for us because connection is our business. That's what we're here for. And, and that comes from being real. And it's so true in business too. Like people are looking for real

I think how freeing for those of us who are not the like super curated aesthetic type people. Like I think that stuff is always gonna have a place. Like people are never gonna stop liking beautiful things. But also it's just nice to know that there's space for those of us who are not as much that way to come out and be our real selves, whatever that is on social media.

Yeah, the grid is not as important as it used to be. Not to say people don't love it and appreciate it, but people aren't going to not book with you because of your grid. Yeah. And I think that there's a lot of pressure on business owners to have the grid looking a certain way. And I love to look at other platforms to kind of get inspiration and think outside the box on the platforms where I am.

Brittany (23:24.098)
I think probably a lot of your people are on Instagram. I market on Instagram as well, but I consume a lot of TikTok and people's feed or like when you go to their page, their profile page, it's not aesthetic. It's just like all their videos. Yeah, it's just chaos. Yeah. And like that's just what it looks like over there. And that's what we're getting used to. And so it means I think that there's more opening for that kind of thing on Instagram for it to

less of like, here's the museum that I've curated and more of like, just here's me, whatever that looks like. Yeah. And if that means you don't want to dance from under the camera, then you don't have to dance from under the camera. I mean, there's so many options. I agree. Please don't dance if you're not into that. You don't have to do that.

Yeah, and if you like to dance, then keep dancing because it's entertaining people who, you know, who it's authentic for you and you're comfortable doing it, you know. But it doesn't have to be so black and white. And I think, you know, the rules of consistency, I think maybe that's something we can talk about is like the people's, especially around marketing is the rules of consistency that people hear all the time and like, it's important to be consistent. And then they kind of get trapped.

in that belief and then that belief actually prevents them from being consistent. Yeah, I think it is to me so similar to like diet mentality or something where it's like, no, I had one bad item and now it's ruined. It's like, I missed one day of posting or even one week of posting.

It's ruined and it's like, no, just get back on your plan. Yeah. It doesn't have to be dramatic. Or I posted and no one, no one did anything, no one cared. Yeah, keep posting. Yeah, it's like I went, did a workout. I didn't lose any weight. It's like,

Brittany (25:33.742)
No one ever loses weight from one workout. Like that's not a thing. intense workout. 24 hour workout where you didn't drink any water and yeah, then maybe you'll lose a couple pounds and water weight. But yeah, you don't like that's the long term game. I was talking to one of my clients about this the other week and I was saying that my real views had been low. And I wasn't really sure why it was.

And not low, like no one was watching, but lower than they had been. And she's like, well, aren't you just like, don't you just want to give up? And I'm like, well, if I give up, then I'm for sure not going to get any more views. Like that doesn't, like it's hard. It can be hard. And like, you're like, okay, what's going on? And then you feel like you've just kind of think about like what's happening in your content, what's happening with me that maybe that's why the content is not getting the views. But just being like, well, it's not working. So I'm not going to do it at all now.

you're for sure guaranteed it's not going to work. Yeah. And I think something that we underestimate is no matter what the views are, like as long as there's a couple of people looking at it, they could be the right couple of people. So we want to be just like open to that. It doesn't have to be thousands and thousands of people for you to have a successful business, but also

We really underestimate what's happening on the other side. And the people who are watching us, who have not hired us yet, maybe not even talked to us yet, but will. Like think about how long you followed me. Yes. And clearly I was aware of you, since it feels like we've been working together for so much longer than a year.

Like you commented on stuff. I was in your DMs a lot. Yeah, we chatted. But it took a long time for you to actually be ready to work with me. And ultimately you did. And now we've worked together a bunch. And I was actually just thinking about that. Because Samantha, one of Samantha's strengths is networking and talking online and being approachable online.

Brittany (27:52.394)
I wasn't your client, but I would have like if you did Q &A, I'd always have a question. I would DM you frequently and you were always very approachable. You didn't give me like free business advice or anything, but you were always very like friendly online, you know, but you weren't like, you weren't annoyed because I hadn't ever worked with you, but you also weren't like, the book was open.

So I thought about working with you for a while and different circumstances in my life. if you had been cold to me or ignored me, I definitely would have never continued to work with you. Yeah. Who would? Who would want that? But I know it's really common. I think people get fatigued because they're afraid of people asking them for free. And especially estheticians, people ask for free advice. I'm sure people ask you for free business advice. Yes.

I do. And I do feel more annoyed by that. I don't think I have asked you for free business advice. I may have. If I do a Q &A and it's like, do you want free business advice? Then I'm like, I am in the mode of giving free advice right now. I'm happy to do it. If it's somewhat of a demand for it in my DMs, it's like, no.

But you can, think that you obviously have learned if someone did that, you can direct them in a way that's very friendly and kind of how to work with you to give you that advice. But you don't take it like you wouldn't, if I had done that, I don't think I did. But if I had done that, you're not like, I'm going to be really rude to this girl because she's annoying me. It's like, well, she's just really desperate. Her business is not working. She's feeling really desperate. So they're feeling desperate. Their skin is hurting. Their skin is whatever.

Yes, they're asking for free advice, but I can lovingly encourage them to work with me. And if they're not interested, I don't make it mean anything about me because they'd be interested in two more weeks or two more months. And I've just seen that happen so often. And it really was a big way that I built my business at the beginning. Like I would actually go into at the time it was Facebook groups, like, and it still kind of is,

Brittany (30:07.768)
there's a lot of places where people are having these conversations, but it was a lot of Facebook groups of people who had problems, who needed advice, who were asking questions. And I was happy to go in there and genuinely give them free advice and try to give them like my very best advice. Like if you were my client, here's what I would tell you kind of stuff. And some of those people,

started following me, eventually maybe hired me. Definitely people saw those comments and then like immediately reached out to hire me. People that were not even the original person because those comments were public inside that group. So that was super valuable for me in growing my business to spend the time doing

And I do think that there's a difference between that and just like having a bunch of people in your DMs because you get the benefit of like, I'm giving you advice, but also other people are seeing it and that's getting my name and expertise out there. So it's like a bit of both kind of a win -win. So I like that type of thing a lot. And I think it's probably pretty applicable for estheticians as well. Absolutely. mean, if you're in the Facebook groups, people are always asking for skin help.

and local mom groups. I see it all the time. The teenagers are themselves. But even sometimes if someone DMs me, especially if they're not a client, and they ask a question maybe to a story that I just did, or it's not out of the blue asking for free advice, I will answer it. And then I'll screenshot it and put it in my stories so that everyone can get the information. And so you can still help people for free in a way that's not draining for you, that also builds relationship and connection with people so that

Like, this is like a great question that's not like, that I can help maybe a lot of people with this one piece of advice that isn't like the same as coming in and getting the facial. Like we all know, like I did acne and there are so many things that you can do to help with your acne, like change your pillowcases, but you can change your pillowcases every day. If you're not doing the proper home care and stuff, it doesn't really matter. So I would be happy to always answer a question about pillowcase changing in my DMs.

Brittany (32:28.45)
but I can't, I'm not gonna give you a routine from the drug store. And so that difference between the two pieces of advice and just kind of having this line of like, this is the free advice I'm willing to continue to give out and support and encourage. And this is the stuff that if you really want me to give you a skincare routine, you have to come in and see me. Yeah, I love that so much. That like distinction between like more general advice and then the, need

look at your skin, interact with you, learn more about this situation before I can really give you advice there. I think that that's a great way to draw that line. Yeah. And I think that's where I think estheticians can get fatigued because maybe they'll put on a good piece of content that people really engage with, and then they feel like people are pulling them for their attention. And as opposed to like kind of having a strong

idea of what you will and will not do for free. And if it comes like now you're afraid like, and I have done this where I've been in the DMs with someone trying to help them 100 % believing they are going to be a client and they never show up. never book, right? It does happen. You do get burned. But I always learn from those situations of like, what, can I, how can I give the advice in a more succinct way that isn't taking a lot of my time and also

is also kind of creating that boundary of this is what I can give you for here if you want to talk. Yeah. Yeah. I think that that's such a good way to look at it. And also, you are going to learn through trial and error. And it's going to be a little different for everybody. But I think most of us learn through doing it the wrong way or doing it the right way and realizing, OK, this is what works. Yeah.

Yeah, I was gonna say something else and I forgot.

Brittany (34:39.855)
I don't know, it's gone. Well, I'm curious from you, what do you think are the hardest things marketing wise for estheticians? I think it's really making their content about their client versus themselves. out of their, like, estheticians, I see consistently, like, not being able to get out of their own head and think about their own business.

The content to them means maybe a booking and maybe a booking means money. So when they go to post, so there's so much writing on that post. The pressure is so high. It's so precious that if it doesn't perform, then it's like it does not gonna work. It's never gonna work and they give up. Yes. Okay.

I have an analogy for this that I it really works for me and I'm curious what you think about it. It's it feels like it's slightly out there, but I love an analogy and a metaphor. Everyone the podcast knows I always love it talking about metaphors. Okay, so we can think about our content like it's like a slot machine. Okay, yeah. So like sometimes, okay.

for real, most of the time you're gonna like put whatever coin, whatever it is. I don't actually use slot machines, but like I'm familiar with the concept. So you like put your little coin in there. Most of the time, it's not gonna be a winner. But the more you do it, the more you think it's gonna work

the more your brain is like, each time I do that and it doesn't work, I'm getting closer to it actually working. And like that is a logical fallacy when it comes to the slot machine. Your probability does not actually change. It's exactly the same every time. However, with your content, people are being warmed up and sold on you and your work with every piece of content.

Brittany (36:52.054)
It just might take however many pieces of content for them to actually finally say yes. So I love that like slot machine analogy of like, it might be this one. And if it's not this one, like I want to hurry up and do the next one because it might be that one. And like you kind of want to get a rush from if it doesn't work and turn into a booking, you want to hurry into the next piece of content that might be.

and see if you can find a way to let it propel you forward when you're not getting that result that you want. It's like, all right, I'm gonna do more then versus like, well, it's never gonna work. It's like, no, you're getting closer. And the more you produce, the closer you get until you hit that point with somebody where they are like, yeah, I'm ready. Yeah. And...

Just because it didn't work when you first posted doesn't mean a week later, two weeks later, people aren't watching it or looking at the post. Totally. Yeah. People comment on old posts all the time. yeah. I did a post, I don't know, two weeks ago. And it initially did not perform very well. All of us had so many views now. And I'm like, wow. I don't know. I forgot about this post, honestly. Yeah.

Yeah, sometimes I'll be getting a comment and I'll be like, what is this in reference to? And then it's like, this is an old post. Yeah. And again, going back to, I think you said this earlier, like, don't need that many people as an esthetician to have a successful business. You cannot accommodate 5 ,000 people in your solo esthetician business. It's not physically possible.

Yeah, it would be really upsetting if 5 ,000 people showed up on the front door. Like, can I have a facial today? You'd be like, no. can't even probably accommodate, most businesses can't even accommodate 10 new people unless you're brand new. But you can't even accommodate 10 new people in your business. Sometimes it's just three or four more people that really makes that change in your business financially. I know that was the case for me as an esthetician. Sometimes I just needed a few more clients to make that extra money.

Brittany (39:08.622)
So if you get 10 people that like it, and seven of those are clients that you already have, there's a good chance that three other people could be potential clients. Maybe not that post, the more that you do it, the only like, and I like this, that you teach that I really, really love, it's like, if you're gonna do it, there's only one way it's gonna go, and it's going to work eventually. Better to believe that than it's never going to

Yeah. And why wouldn't it eventually work? Yeah. You know, I always ask myself that, too. It's like, I just, like, continue to show up and put stuff out and offer something that I know people want, that I know is valuable, that I know I'm good at, like, why wouldn't it work? And the answer, because it hasn't worked, doesn't make any sense. No.

People always try to get away with this. You have probably done the same. I know I have to. I've done the same. Because that's what our brains instantly say because it hasn't worked. Yes. And I'm always like, hey, how many times have you done something for the very first time in your life? yeah. Every single thing at one point you did it for the very first time. Literally even breathing. Like my daughter is in swim lessons and.

I was just really hoping that this would be a really easy experience. I was just hoping that it would just be so, kind of like ballet lessons have been, that it's just fun and joyful and she just goes and she learns her little ballet recital and it's very sweet. Not like she refused to get in the water and like screaming for 45 minutes and they tell me that she has to have individual lessons because she's

of all progressing in the group lessons. no. And the 300, they're like double the price. And then my husband's like, no, I will teach her to swim. And he's like, today we're going to go swimming. And she's like, I won't go in the pool. But this is, she will learn to swim eventually. So I have an attitude of it's never going to work and just pull out of swim lessons, no more going in the pool, no more ever swimming, she won't learn to swim. Maybe have to learn as an adult if she wanted to.

Brittany (41:27.426)
If I'm like, we're going to figure this out, we're going to keep trying, she will learn how to swim, she will learn how to swim. Yes. I had a child that I was like, will this child ever be fully potty trained where they don't need a pull up at night? Like, it's a feeling like we're getting into like, they're pretty old. Yeah. But they do not wear a pull up at night anymore. They did get fully potty trained eventually. It's like, yeah, this stuff happens.

eventually, you know, just like keep working at it. It is definitely not going to work if you're not trying or if you're quitting or if you're like not willing to do the things and put forth the honest effort towards it. she's not gonna learn to swim if we just talk about it all the time. Right? We talked about how she needs to swim. my husband and just talked about it all the time to her. you need to get in the pool. You need to learn to swim.

And we're standing in the living room in our house talking about it. We can talk about it with her, trying to get her to say she'll do it, and then she doesn't. we At least you take her to the pool. in the pool. It's time to get in the pool. We're going to try. And everything that she does is even a little bit towards following their instructions. We're taking it as a win. yeah. So every post, even if you get 10 likes, I'm taking that as a win. Double -ditch

What's the other option? like, well, it's never going to because again, if I have that attitude, then she that's true. She would never learn how to swim for sure. hmm. Yeah. I try to learn how to skate. It was like nine or ten and I was I've always been cautious physically and I I tried I did try but I never really like I still I can't skate and I have no interest in actually learning how to skate. I don't want to

So if my parents been like, you are learning how to skate, we are not quitting until you can do all of this, I would have learned. But they were like, we're not dealing with you. This is a life long ago meeting. We're like, we don't really care. We don't care if we learn how to skate. You can ride a bike. Our job is done. Yeah. Yeah. You pick your battles.

Brittany (43:46.114)
when it is the business that you want to be building, I feel like that's one of the battles you should select. Yes. And keep going at it. I think a lot of times people kind of have this idea, like, well, maybe I am just not meant to do it, or it's not possible for me, or whatever. But I always think if you have a desire for it, if you have a skill set around it, and you're willing to figure out

business part of it and like keep going at that part, which is harder. You are going to figure it out. It's not like you're selling something people don't want. You know, like that, that's a thing. I have that conversation with clients. Sometimes it's really hard to be like, I think the thing you're offering there is not actually demand for.

But that's not true for any of your audience. No. Estheticians, everyone. Well, there are some people that are interested, but they're never going to be interested. Right. So there's people who are interested. Yes. And there always will be. There's never going to be some time where people are like, I love wrinkles. I'm going to add them to my face. like, I don't know. It's beautiful. Laura is doing really well. And Ulta and all these companies,

it wouldn't be a thing if people weren't going to spend millions and trillions of dollars on it. Yeah, they spend so much money on it. And, and I think, personally, I think that's great, like doing things for yourself to feel good about yourself and feel confident about how you look. Like, I mean, we're coaches, we totally are into mindset. But like, this feels like one of those things where like you could like really try to convince yourself that

it's all good. And it's true. Like everyone's, you know, yeah, beautiful as they are, whatever. But also, it's super valid for somebody to want to spend money to improve those things and to feel better in those ways. And and it helps people so much. mean, there's this self confidence thing that a lot people get. But also people like to go. my gosh, I love to go.

Brittany (46:05.058)
Yeah, I'm go get my lashes. have like, my day is so crazy today, but I have to go get my lashes filled today. And I have been looking forward to it. I get to take a nap. Yes. No one is talking to me. was like trying the lashes I can put on myself. And I'm like, no, I want to go and lay down and have no one talk to me. That is what I want. I don't want to figure this out. I want to have that quiet time by myself that I can totally treat myself to this. Yes. I only do the ones myself because I'm allergic.

to the other ones. That is a valid point. Yeah. It's unfortunate. But I will go and lay there for a facial. I like it better than a massage. It's so relaxing. It's the best. Yeah. It's a treat. going back to the point of we know people want it. And we have to figure out why they want it. It's different for everyone what you do.

And so that is not something that's like, obviously people who have acne, they don't want to have their acne anymore. So that's an easy thing for people to understand. Or if someone has hair, they don't want to have hair anymore. So if you don't have something that seems so clear cut, there are reasons why people want it, even if it's not as clear cut as acne or hair removal. Yeah, of course. I think there's so many reasons. Well, I had told you a few weeks ago, I like, I'm going to get a facial because I'm going to be on stage for this thing.

And I know that I want my skin a little more glowy than it is normally. So I need to go in. People have all kinds of reasons why they want it and need it. And it really goes back to really getting in the mind of your client and understanding why is this important to them. Exactly. And once you figure that out, it becomes really easy.

becomes really easy because then you take yourself out of the equation. It's not about you and what you need in your business. It's about what they need. And it completely shifts the energy of your post -its. Everything completely shifts. Yeah. Anything else you want to share with us? This has been so much fun. I feel like I said all of the major things that I wanted to say. And I feel like the

Brittany (48:29.696)
last thing left is just like, they should work with you. Because as your coach, like I see the inner workings of your business, I see the kind of work that you do with your clients. And I think that it's always hard to like fully convey how amazing our own work is. And so I just want to say on behalf of you,

Thank you. To everyone listening, that your work is amazing. It's incredibly valuable. You give so much. You teach so much. Your clients get such amazing results that anybody who wants to grow their business is silly if they don't reach out to you. Maybe they're like me and been listening for two years. I actually just had a client sign up. And she's like, I've been listening to your podcast for two years. And I know what that feels like. I'm getting your paybacks.

This is like when you have the child that does the naughty things that you did to your parents, and they're just like, we have no sympathy for you. You deserve this. OK, but I was like the golden child from like baby. Like, I never cried. never threw a tantrum. I was the best teenager. Yeah. I was on the whole, think, better than my kids, although there is a few. No one's perfect, but.

Sometimes it's like, I know I was a better sleeper than them. I think I was because they didn't get me. They're like, you have to deal with it. So I just like that. Yeah, I feel like sometimes it's like parenting styles different. That has changed a bit since the 80s. Well, thank you so much for your time. I so appreciate talking to you here and hearing your advice from my audience. I know the estheticians, they're for sure light bulbs going off.

my clients don't have any. They cannot relate to what I'm saying at all. So thank you for helping illustrate that. And your book is on Amazon. I'll have a link in the show notes if anyone wants to buy your book. I highly recommend it. It's a very actionable, easy workbook to get through. You can honestly get through it in a couple of days. really then use what you have in the workbook to start making some more posts and get that confidence

Brittany (50:47.48)
Well, thank you for having me. This was really fun. Really fun. It felt like we were just chatting. All right. We'll see you soon. Everyone's along for the ride with us. Hope you enjoyed. I know. I'm like, I hope you guys liked it.