Catch the Latest Episode of Spa Marketing Made Easy

Well, hello and welcome to the Spa Marketing Made Easy Podcast. I’m Daniela, and boy do I have an interview for you today. So I have a group of friends. They’re all entrepreneurs, and we meet once a month to talk business. This is online, because these are people that are all over the world. Now I love this group. I’m so happy that we found each other. And a few calls ago, Amber was sharing an update. She was she’s the guest on today’s episode, and she was sharing a story with us about this email situation that happened to her company. And if I’m being real, you guys, if this happened to me, I would literally have no idea where to even start. And this is not just like a small email problem. This is something, this is a situation that could have potentially cost her 10s of 1000s of dollars, if not hundreds of 1000s of dollars.

Now she and her team handled it like the pros that they are, and it was such a great reminder going through not only the monthly call that we had with our group of entrepreneurs, but also here on the podcast interview, to know people, to have people in your circle that know more than you is such a valuable thing. You never want to be the biggest fish in the pond and Amber certainly knows so much more than me on this topic, which is why I was so grateful when she so graciously agreed to come on and share this experience. This is not a highlight reel. This is not anything like that. This is real business. These are real problems that come up, and she is being very open and sharing what happened and giving lots of great feedback of what you can do to fix it if something like this ever happens to you. Now, if you do any sort of email marketing at all, you’re going to want to listen in, because Amber is getting real All right. Now, let me just read her bio, and then we will jump right into that interview. Okay, so Amber went from single mom in college to multi business owner running freedom based companies from Ethiopia to Chicago and from Abidjan to Zagreb. With a background in corporate consulting and studies at Johns Hopkins organization develop development MBA program. She helps modern CEOs scale strategically without sacrificing time at Ambermccue.com in addition to consulting, her businesses are in the online children’s education and photography brand that grew from a side hustle to a multi million dollar operation in 26 cities, giving her first hand experience in creating systems that fuel growth and freedom. She’s incredible.

I know you guys are going to love her as much as I do, and let’s go ahead and play that interview. All right, Amber, welcome to the spa marketing Made Easy podcast. So happy to have you here. And I’m so I’m really hoping that we can explain what happened with your email, because I think this is such, such an important aspect of doing business, for business owners, for spa owners, any business owner that is using email to connect with their clients, if you’re trying to do the debrief and figure out, like, what, what’s happening, what’s working, what’s not working. I mean this you blew my mind when you shared with me this process, I was like, Oh, my God, I would not have known what to do. So let’s, let’s go back to and like, tell the story from the beginning, you have an online business. We were both doing a webinar like a launch, very similar timing, and you had done this webinar multiple times before. No issues, you understood what your show up rates, your you know, all your KPIs, and something was drastically off.

Yes, okay, so start there, yes, okay, we are hosting this event and big marketing campaign, and we typically have a certain number of people showing up, arriving throughout the week, number bigger number of people sign up, and lesser people show up to the webinar, the workshops. And we’re noticing it. We’re kind of watching it. But then at the end of the week, people are saying it’s over the events over I signed up for the event, I didn’t get any of the emails, so we already had, like, this intuitive hit, like, something is off, but then when people said we didn’t get the emails, like, So are they responding to you, or are they posting on your social like, how are you hearing this? What?

Yes, great question. A couple of people emailed like, I signed up for this event. I thought it was this week, what’s happening. And then they were also posting in our Facebook community and the thread after that, just kind of like me too, me too. I didn’t get anything either. I didn’t get anything in there, check here, check there, and it wasn’t even landing necessarily in their spam folder, right? Or in their promotions folder, I think we got, I think that’s what blew my mind, is that it wasn’t even in spam. I was like, yeah, yeah, and there’s a reason for that, which we will share.

So, I mean, I’m thinking about this like in spas. We do in person events, we’ll do mini events, we’ll do open houses, and email is a big part of that communication. We do call as well, but I mean the thought process of investing so much time and so much money to host an event, and if your people are not getting the communication, yeah, then they raise their hand and say, I want to come. But then you never you don’t remind them. You don’t tell them, Oh, it’s happening now. And that also, like doesn’t look good on you. From like, you obviously did what you were supposed to do, but from their perspective, like, what? What’s happening? Yeah, you know.

So, okay, so you’re seeing in the group, you’re seeing this thread that’s going through, like, I didn’t get any emails, you know what’s happening? Yeah? So where does your mind go? Well, it’s interesting. My team saw these messages coming in first, and they immediately started investigating, because I was delivering a workshop as like the big flurry starts, it’s happening. And they told me they investigated everything, and they told me, about an hour later, we have a problem. We know what’s happening. We checked all of these things, and we got to the root cause, and so they were on it.

But how does your team like? I feel very proud of my team. I feel like they’re very tech savvy. I feel like I feel like I am tech savvy, and I would not have known where to look with email, I would have thought, do you need to clear your cash? Do you need to turn off the computer and restart? Restart?

Maybe it’s in your trash. Did you set up a filter like the basics? But they we have my business partner and I worked for a an email marketing a marketing agency. So I had done a lot of consulting on email strategy, email marketing, and we partnered and collaborated on a lot of things around this as well. So this really the foundation of this came out of my corporate background, but running an online business, we kind of always had an eye on that and have been watching it ever since.

But for just the normal small business owner, yeah? Like, how do we do like, what are the steps? What were the things that you guys looked at? Let’s look okay, let’s get into that.

Yeah, I’m gonna break it down. I’m gonna try and keep this so simple. And honestly, there are a couple of things that I don’t even understand. So I’ll tell you what when I hit those points. But first up clean email list. So if you are emailing people who are responding, they haven’t opened an email in six months, a year, two years, three years,

I still, I see you, those people with the 20,000 emails on your red bubble, come on, and that is not helping you. So emailing people that are just letting their inbox fill up, you do not want to keep emailing them. And this, we knew this was not our problem, because we are our email. We do not send emails to people who do not open over time. Because what that does is that it tells it tells the email service providers, the gmails, the Yahoos, the hotmails of the world, hey, they’re not opening your email. They don’t want it, so they’re going to move it to that promotions that spam folder over time, if you’re sending the email to enough people that do not open so we do, we use a software called Zero bounce, and we do this once a year. Are you familiar with that software?

I’m not that one specifically, but I’m familiar with software that checks this for you. It helps clean your list, yeah, so it goes through once a year. It removes any of the bots. It removes any like emails that are bouncing, or anything like that. And it’s really inexpensive, yeah, to go through and. We do it once a year and and the first time that we did it, I think, I mean, it was like, 1000s of emails that we got rid of. So I like, your heart sinks a little bit so sad, yeah, but it’s like, you know, what, if those are not real people, or if they’re not, you know, wanting to hear or be in relationship with us, that’s fine. Bless and release.

Lesson, different season people move. Yeah, okay, so clean that clean, clean list. And how do we tell if someone is opening our emails or not? Is that some is that a feature that’s standard inside of a MailChimp kit, whatever type flow desk, whatever type of email service provider you’re choosing, absolutely, yeah, you can see your open rate. So I’ve got 10% 20% 30% 40% open rate, that other percentage that isn’t open some email, some CRMs have this built in so that you can, you can see, run a report, see everyone who hasn’t opened in 90 days.

But otherwise, to your point, there are external plugins you mentioned, zero bounce. Some will integrate right with your CRM where you’re sending emails from, and just quickly pull those people to a separate list, because you might not want to just delete them. You might want to download that list and do some other kind of marketing campaign to those people to say, hey, you haven’t opened our emails in so long. We miss you. Come back a special a promotion, and you can, you can sort of separate that audience before you say farewell in part.

Okay, so clean list. You’ve got that. What’s the next thing? Okay, this is

the one I don’t understand. Really. It’s called, it’s there are three sort of letter three abbreviations, jargon here. SPF, not the sunblock. D, Mark and D Kim, so these are D Mark is the one I hear referred to most often. But what you want to do most email providers that you are sending from the CRM now require you to register your D mark. Okay, so let’s and what this does is it’s a registration in the internets with the email service providers like Gmail, who are receiving emails to say you are legit, you are not inherently spam. You’re registered. This is okay, so, and is that something that your CRM does for you, or is that something that we have to manually do?

Yeah, and your CRM doesn’t do it for you, but it will. There’s usually a place in your CRM to do this, and you might have to pop out somewhere else to register. I told you, I’d be honest, this is the one we’re like, oh, this is one of those things. You do it once, and you’re going to be good for a while, and your CRM likely flagged if you didn’t have this registration, because it came became a requirement. So you should be good. But if you’re, if you’re wondering, and you don’t know, just go double check. And when we saw this email coming up, we went and double check like we fixed this. We fixed it, right? Yeah, we fixed it. And then we had to fix it again. So just if you don’t know, go look this up.

Okay, okay, so clean list. D Mark, what’s number three?

Segmentation. Okay, you do this.

We talk about segmentation all of the time inside of growth factors, so patients, non patients. And then, you know, from that’s like top line, and then below there, we’re breaking out by service that they’re doing by member, non member, if you have a membership base. So we’re really breaking it down in that way. So you’re sell, you’re sending more targeted, focused emails off of behavior, rather than like the the E blast. That is exactly a blast, blast, and this is good because of that first issue that we talked about. If you are sending email to people who don’t want this message and you’re not opening it’s not catching your attention, the gmails of the world are going to say they don’t want it, and that’s going to reduce your effectiveness in your email. So another example of this is i, everybody on my list is getting this email about a promotion, but the promotion only applies to 50% of people, so we only send it to the 50% of people, because that’s just going to help you keep your your list clean.

Now, in our case, we had 3000 people who signed up for this event, but our list is much bigger than that, so we were only sending these emails to the 3000 who. Said, Yes, I would like to receive that communication. I want to participate in this event. Now. We invited our bigger community to it, but they didn’t raise their hand.

They didn’t say yes, so we didn’t keep sending emails. And so we knew that is not our problem. It was not we’re not seeing less people attendance. So it’s just something to be mindful of if, if this group of people have said, No, I never want Botox. Okay, we’re not going to send you Botox specials. We’re going to send you the laser specials, right? So that sort of of alignment, we’re going to educate them on why Botox is your love language. I digress.

Then you already talked about this bounces opt outs. If people are opting out, if their email addresses are bouncing a soft bounce or a hard bounce, a hard bounce would mean the email address doesn’t even exist anymore, right? Soft bounce could be their inbox is full. So that’s coming back to you. Don’t send to those but your CRM that you are sending emails from, should take care of that one, but I share it just so you’re aware.

Okay, what’s next?

Okay, next is domain reputation, so you know what does that mean? Okay, so my email is whatever, whatever, at Amber mchugh.com Amber. It’s actually Amber at Amber mchugh.com and so your domain is the Amber mchugh.com it’s where you’re sending your email from.

And you have a reputation. So you have a reputation for being a good sender or a bad sender. You have a reputation for people opening or not opening, and each of the email service providers has gives you a different score. So Gmail may score you different from AOL. May score you different from Hotmail, etc. Do you? Does anyone? Do you use any of these other emails?

Email, I don’t understand people that don’t have anything.

I’m saying it as an example, but it feels so weird. So there are, I’m sure there are others that I don’t know about. Yes, so you have a reputation, and your reputation is different with each one of these, and that is tied to your Amber mchugh.com now, and so can we see what our reputation is for us?

Okay, you can type in, like, give me a website to check my domain reputation, and you can check that real quick some email CRMs will have that built in, like, we check, I mean random website, wherever, domain reputation checker, whatever, whatever. But your CRM may also have a place for you to check that, like we use go high level, and they have a place inside where they can see, oh, yeah, no, your domain reputation is okay. So green, we’re good. And it might be a green score, green, yellow, red kind of thing, okay? And our domain reputation was also fine. So, like, we’re getting clues, okay, it’s not that, it’s not that, it’s we’re still good on domain reputation. Sometimes, if you’re blasting a lot of emails at once, right? If we were sending to our whole list again, and I’d say, Whoa. This is a lot of emails. This isn’t what you usually send. It might flag. It might hit our domain reputation. We didn’t send to everyone, just a small group. So we were okay. We were still green.

Okay, all right, so your team is going through all of this while you’re on a call.

Yes, I am delivering a workshop to hundreds of people, and there, and there were hundreds. They’re looking at the D Mark your domain reputation. They’re going to town. Good for exactly. This doesn’t most of this doesn’t take long to check.

Well, they’re like, they knew what to check exactly.

Yeah. Okay, you definitely want to know proactive ideal. Are we getting closer to the actual problem? We’re getting closer. We got two more things, okay, spammy subject lines. That’ll move you out.

What determines a spammy subject line? Yeah, sounds salesy. Free, Free. Free. Something can even also get you flagged and moved over to spam or promotions as a first location likely. And there are also so many checkers for this too. So is my subject line spammy? Google it, search it up, chat it up, and you’ll find something to check that also. And we didn’t have that problem. We checked those before.

I guess that would also be for a lot of our people are using custom gpts to create their emails on the first draft, and so they’re putting in, like the you know, all of you could put in the prompt of make sure that the site. Subject line is not spammy according to, yeah, yeah, according to guidelines, and sometimes Claude, Chachi P will come out, will come up with something that’s kind of spammy. And then you ask them, and they’re like, oh, yeah, you’re right. Maybe we should change that so you can just pressure test it and pressure test it in an external tool.

Okay, okay, so spamming headlines, and then are we like, drum roll at the pig roll and this one? Ah. So the big issue is it’s an issue for all of us, really, or for most of us. And when we are sending emails through a CRM, you are likely sending an email from a shared IP address. So let’s say you live at in the IP address structure is a little bit weird. It’s like one, nine, 9.77, 7.832.

I live in Silver Spring Maryland. You live in Silver Spring Maryland, and you’re sending mail from Silver Spring Maryland, but so are other people. So if Silver Spring Maryland became known for sending all sorts of spam, or email service providers were like, Hey, that that email that comes from Silver Spring Maryland, it always looks a little fishy. You might be sending emails that are not fishy at all, but your neighbor is and your other neighbor, and then the person across the street and like you’re making me look bad everybody, what you’re saying is this is all your neighbor’s fault. Yeah, I’m blaming the neighbor. But you know, when we look at all those other things, we’re okay, we’re okay, we’re okay, we’re not okay when it falls down to that, if your neighbor is not checking this whole list that we just looked at, you’re all sending email from Silver Spring, Maryland. You’re all sending email from the same IP address. And if one person is like blasting spam, if one person, even if they get hacked, they might not even do it intentionally. They might get hacked. Or if one person doesn’t maintain their domain reputation, it can bring, it’s going to bring the whole IP address down.

So what about so are you using, like, what if you use a VPN or something like, that doesn’t matter. Matter because, because it you can put a VPN on, but you are still in Silver Spring Maryland. You cannot hide this fact in this scenario. And what happens is, it’s not tied to your computer and your physical location. It is coming from your CRM. You’re not so our house scenario doesn’t quite work, because you’re not sending email from your house, you’re sending email through your CRM who actually kicks it out for you. So our CRMs have us on these shared email addresses or shared IP addresses, and what they what should be happening is they should be regularly monitoring them. And here’s what happened. We got down to the IP address, and we’re like, Oh, check this. Our IP address was blacklisted.

So how do you what does that mean? And how do you even find that out? And then, how do you fix it? You put it in a checker, another checker online, all sorts of free checkers on this, and then there’ll be options to get it fixed and upgrade, etc. But there, I think it’s like white list checker.com because you want to make sure you are not blacklisted. So check my IP address and make sure I am not blacklisted, or check the health of my IP address. And so you pop that in there, and you find out, Oh, you’re good again. It might be a green, red, yellow, green. It might be, if you’re blacklisted for us, it was like a big, sad red X and like, oh, well, that’s not good what we do. And I only knew this and know this because when I was working in corporate, on big accounts, we would monitor the health of all of these things. And so we got to this point, we’re like, okay, that is not us. We’re on a shared IP address. We’ve got to go back to our CRM, and they should be monitoring and if something gets blacklisted, they should change the IP address. Or if there’s someone on the block who is sending a lot of spam, hey, you’re making us all look bad on this IP address. You got to stop that. So they should be reviewing it and checking this regularly. So you can probably ask your CRM about this, your MailChimp, your flow desk, etc, and they should have a protocol in place for this. And maybe we just got caught in this window of, oh shoot like black, and they were in the process of catching it and changing it.

After we came after we discovered this, we, of course, reached out like you missed this. We need to get this updated. And of course they did. And is there the How else can you protect against this? Do I have to share my IP address? So I’m already thinking. Like, how would I build this into so in our we have systems that we do for like spa CEOs, and there’s the things that you do daily, the things that you do weekly, the things you do monthly, quarterly, biannually and annually. And I feel like the there’s a couple things that would maybe be biannual and a couple things that would be annual of just even like reviewing, is this correct?

Is this so for those of you in growth factor, if you have your CEO routines boards, I would be adding this right now, of clicking on that and adding, you know, checking the the the zero bounce, like, I don’t know exactly what all of these things are are called, but we’ll, we’ll do a recap of of them, and I would get them added in there in a regular basis, because I would so much rather be, like, proactive in a situation like this, then be forced into a situation where you have to, like, be reactive and solve the problem exactly right? Because percent, you know, I mean, I know you had, like, hundreds of people that didn’t get the email, and then, yes, you did another webinar to accommodate. But like, how many people did you lose from that you know? Like, yeah, you never know, you never know. And that was not something that was your fault. It was not something that you know, like you were not spent sending spammy messages. It was just thankfully you knew how to fix it, and didn’t just continue down that path and be like, What in the world is happening?

I know because we beat ourselves up like, oh, it’s not working. What did I do? What did we know? It was pretty clear, especially when people said, I’m not even getting these emails. I checked my spam. I checked my, you know, everywhere promotions, I checked my trash. Because what happens when you’re blacklisted is that Gmail isn’t even letting that go through. It’s not there’s no you cannot pass this threshold at all if your IP address is blacklisted. So it’s one of those things that most people were getting our emails, and then all of the sudden they weren’t.

And yeah, it’s this whole conversation. What it’s bringing up for me is like, so I talk with so many spa owners who are upset or nervous when someone unsubscribes, and I’m like, No, that’s like, the best thing that can happen if it’s someone who does not want your service or does not want to be in relationship with you, the Most Gracious thing they can do is unsubscribe. It’s like bless and release, move on, because it sounds like if they’re just staying on and not opening the emails and letting them clutter up, it’s actually hurting your business longer term.

Yep, absolutely. I mean, there’s, there’s a reframe right there, yeah. And, I mean, there are so many reasons why people unsubscribe. I, you know, we move so much that all the time, like, Oh, that was great. I still tell some accounts on Instagram, like, I really could let you go. I can’t yet. I’m just hanging out. I’m not necessarily helping, but I’m just hanging on.

So what did you learn from this like, in this process of going through like, how did you update your pre launch systems? Did you put any like? What were the like when you went through the debrief of this whole situation with your team. Obviously, you’re praising them for like, I mean, shout out to the team.

We figured it out. Oh, okay, still don’t like it. Yes, we all felt it together.

Yeah, that’s, that’s entrepreneurship though. I mean, like, there’s your job as an entrepreneur is to put out fire after fire after fire. That’s, that’s what it is. And so by doing that, like, but I’m just curious, like, how you I always find I’m like, Yeah, we put out a fire and then we figure out how to not make it repeatable, yeah. And that’s where the systems aspect comes in, yeah.

So we had checks on all of these things in place, and really the IP address was sort of the lingering one, so all those other things, yeah, we know we’re checking we’re good, we’re good, we’re good. We’re watching it all the time. And so we’ve been looking into the IP address situation, and there is an option, and this is not the best option for everyone, and it’s actually possibly not an option for us right now to move to a dedicated IP where you’re not sharing where Silver Spring Maryland is yours, all yours. So if you muck it up, you mocked it up all in your own right. You’re not mixed in with anyone. And the recommendation on Deaf. Indicated IP addresses is that you’re sending over 100,000 emails a month, and there are some other things with that you have, and some other responsibilities that come with that. You’ve got to warm it up. You can’t, you know, got to make sure you’re not sending the spam and the cold and all those other things that we talked through. So we’re looking out. Do we qualify? Does that work for us? Does it not work for us? Does it make sense? Does it not because if you’re not giving enough information to the ESP, the gmails of the world, your dedicated IP address might not work either. So they need enough information to sort of score you and assess you. And so that is our next step, and if we can’t move to a dedicated IP address, or it doesn’t make sense to we are also going back to be like, how are we going to fix this yellow because this week, we looked again. We checked our IP address because of client, wrote in and said, Hey, your email went funny again, like, oh no. And honestly, there are you can send emails right, send emails to another email account that you have, right, a separate Gmail account, not the one where you’re always watching and opening your own email, but a separate one where you can kind of test where did that go, and check it. But a client caught it before us, and we’re like, Oh, man. So we opened it back up. We are yellow again. We’re not red, we’re not green, we’re yellow, which means, okay, you’re just a little bit more on alert. And we don’t want to be on alert, right?

I mean, that’s when you’re doing an online business, or any, I mean, any business, for that matter, there’s so many digital components to it. I’m thinking of spas that have E comm stores. I’m thinking of Spa you know, like online booking confirmation for those things. I mean, your email is the link, yeah, down.

Someone doesn’t get their confirmation that they just booked. So it’s not on their calendar. They don’t show up.

Yeah, my goodness. Okay. Well, I am so grateful to you this as as I said before, when you shared that in our mastermind call, I was like, Oh, my God. It was like. I was like, man, I’ve been doing this for 12 years, I thought I knew something, and I had, I had no idea that was like a brand new world for me. So I knew, I mean, I was like, Okay, I’ve got to share this with our listeners. I’ve got to get that like that was something that just blew my mind. So I appreciate you being so open and sharing with such generosity. Can you share where our listeners can find you and follow you if they want to keep in touch?

Absolutely, I would love to connect. I’m on Instagram at Amber McHugh, same place on YouTube, and my website’s Amber mchugh.com so easy.

Love it. Thank you so so much, and we will catch you all in the next episode.

All right, hello, my dears, Daniela here and welcome back to another episode of Spa Marketing Made easy. We are doing something fun today, something that I am really, really excited, something different. We are actually live streaming this recording of this episode right now into the spa marketing made it easy Facebook group. So if you’re in there, let us know. Let us know your thoughts. Do you like it when we are live streaming in, we always are looking way for new ways to support you, to provide additional value. So we’re testing this out. Let us know what you think. All right, so today’s episode is something that I know is I’ve heard from many of you keeps you up at night, and that is delegation. So my guess is that many of you know that you should be delegating, but you’re actually not doing it and not delegating is costing you so much more than you realize. It is costing you time with your family. It is costing you your mental health, your sanity, and it’s absolutely costing you revenue. So today I want to talk about delegating without fear, and how you can actually let go without losing control. That’s a really important distinction, okay, how can you let go without losing control? So when you think about handing off tasks, especially ones that are client facing around, client, communication, follow ups, the relationship, touch points. It can feel like you’re choosing between staying overwhelmed or just completely losing control of your business. But here’s the deal, you cannot scale past where you’re at right now. If you’re holding on to everything, you you just can’t there’s only so much capacity that you have as a human being. And I’m not saying that to be harsh. I’m saying that because I care about you. I care about your business. I don’t want to see you spinning your wheels. I don’t want to see you operating your business from a place of overwork and overwhelm, and the solution to that problem is delegation. Okay? So by the end of this episode, I hope that I have shifted your perspective. I hope that I have reframed some of your fears, that you will be able to take just one action to get you to start moving forward little by little, all right, and we’re going to dive into, we’re going to talk about why delegation feels scary. We’re going to look at like dismantling those biggest fears, and we’re going to talk about the mindset shifts that need to happen if you are serious about building a company, not a really hard job for yourself. And when I say a really hard job for yourself, I mean a position that you are in when you’re wearing 17 hats, you’re working at all hours.

You never have a time to unplug, unwind, recharge, all right, you can only go at that pace for so long before you just question, is this really what I want to do with my life, with my time? Okay, so let’s, let’s start that conversation. So why is delegation so hard, and specifically for providers, for spa owners, right? And I personally think it’s because so many of us, and not all of us, but the majority of us who are starting spas, we started as providers. We started as aestheticians or as nurses, and that became a part of our identity. We love helping people. We love transformations. We love seeing our clients light up when they look in the mirror. We love the connection, the relationship. It’s not just part of the job, it is the job. It’s part of our identity. And then when we decided to kind of take that next step and open our own business, and we’re wearing all of the hats. We are exhausted. We’re the aesthetician, the front desk, the marketer, the bookkeeper, the Social Media Manager, the cleaning crew. We are all of it. We get really, really good at figuring things out ourselves. Okay? We figure it out. We make it work. It becomes our identity. And listen that up to about 250,000 you can do it’s it’s normal. Most of us in that phase. From starting point up to 250,000 we are in full blown hustle mode. I. Yes, but if you want to get past that revenue plateau, you’ve got to delegate, right? You’ve got to change the way that you’re running things to be able to get to that next level. Okay? And that requires delegation and a mindset shift of knowing that you are not the only person that can do everything well, all right, I don’t want you to hit a ceiling. I don’t want you to be maxed out. I don’t want you to be working 50 or 60 hours a week or answering text at 9pm I don’t want you to be doing client follow ups on Sunday morning. I don’t want you to not be able to take a vacation because your business won’t run without you. I want the opposite. I want you to feel. What I believe is that entrepreneurship is such a blessing. It is such a gift, and it is so it can impact our lives positively in so many ways, not just from the financial aspects, also from the personal development aspects that we’re forced, we’re forced to face our own stuff when we become entrepreneurs and and work through it and grow as humans and grow into our potential, in our capacity. Okay, now my guess is that somewhere in the back of your mind, you know that you need help, you know that you need to delegate. But every time that you think about handing something off, especially something that is deeply important to you, like the communication or relationship or touch points with your clients and patients, it makes you kind of feel like you’re going to throw up, right? Like, oh, I’ve worked so hard I can’t lose this client.

All of those things we what if they don’t do it as good as me? What if a client get upset? Gets upset? What if the standard slip, what if people start saying is just not the same anymore? What if people leave, okay, that is a technician mindset, that is a provider mindset, and that mindset served you when you were starting out right? It helped you get to where you are today. But it is also the same thing that’s keeping you stuck right. We’ve got to continue to grow and evolve as we move to new levels in our business. So the technician is believing that they are the only ones that can do a particular thing. It feels good when our patients or clients say, I don’t want to see anybody else. That’s our ego that’s being stroked. And the thing that I say to our growth factor students, when I get this kind of pushback is if you say yes to this, what are you saying no to? If you say yes to staying in the room, to doing everything yourself, you’re saying no to picking your kids up from school every day. You’re saying no to being able to take a vacation. You’re saying no to insert whatever thing is a part of the reason that you created the business for in the first place. Okay, but when we look at the CEO, and we like to identify her as this boss, CEO, this boss. CEO, knows the value of the business is in systems. How do I create a process that is so good, that is so detailed, that my team can deliver the same incredible results, or even better than me every single time? That’s the mindset shift. Okay, so let’s dive into some of these fears, because I know that that is the the thing that’s paralyzing us right now, no one can do it as well as I can, all right? That’s probably one of the biggest, biggest fears, and you might be right. You might be right at this point in time, no one can do it as good as you, but your job is to pour into your team and develop your team with the intention of making them better than you. And that’s, you know, side note. That’s where the personal development comes in. Because we like to be the best. It feels good to be the best, right? You’re You’re always taught to be the best version of yourself. And now, if we’re trying to make other people better than us, that feels weird or off, but what we’re trying to do is make the best business right, make the best experience for our clients, and that means that we can’t do everything all ourself. So when we move into systems and how we’re going to create that we have to look at, we have to look at how we’re actually going to break down the details. And if you have not done that before, then start to think about that now.

That’s going to be part of your homework this week, when you’re going through. And I want you to ask yourself, like, yeah, you might be doing everything, and you might have the capability to do everything really well, but when you are overworked and overwhelmed, you are tired, are you actually giving every single patient 100% or are they getting 70% it answer that yourself, right? You don’t have to share that with anybody, but really look in and say, Did I give every single piece of myself to that patient? Was I fully present with them, or was I thinking about what I was going to make for dinner? Was I fully present with them, or was I thinking about the inventory that I needed to order. Was I fully present with them, or was I worried about the phone that was ringing at the front desk while I was in here with the room and thinking about that potential client or patient that I missed? Okay, now, if we hire a provider and train them. Maybe at your best you’re at 100% and at their best they’re at 85% because there is, you know, value in time and experience in our space. You’ve got to get your hands on people to be able to get that actual experience, and many of you have been in the industry 10 plus years, it’s a lot of time. That’s a lot of value, that’s a lot that you can’t learn from a book. But if we can get that new provider up to even 75% if your overworked and overwhelmed self was only doing 70% you’re still doing you’re still doing better, right? So think about it in that way.

Think about it in the experience of the patient, and so your team can absolutely learn your standards, but only if you are creating the system for them to follow. All right, so fear number two, I’m going to lose the relationships with my clients. And this can be really important. This can be the fulfillment aspect of our job. When we build those deep relationships, you have the patients that are bringing you holiday gifts, you’re having very deeply connected, emotional conversations, because the just because the nature of our relationship, we are supporting them. They’re telling us the thing very vulnerable conversations, there’s a deep level of trust, and we realize that you know not every single person that’s on your table, but there are a good number of people that you form genuine, deep relationships with. And if you get out of the room, and if you start delegating things, you’re going to fear that you’re going to lose those relationships, relationships of people that have been with you since you started. They know you. They ask for you. And the thought of someone else being their point of contact feels like you’re handing off something precious. But I want you to reframe that process again. Your focus is pouring into how do you make your team better than you. You can still check in with that patient, you can still send them an email or a text. You can still talk with them when you see them on the schedule. It’s a shifting relationship. And you know, I have, I have a lot of friends right now that are in different stages of parenting, and my kids are young. They’re five and eight, and a lot of I have another girlfriend who her kids are teenagers, and she’s getting really worried about the transition their own I think next year is the year that they graduate. One of them graduates, and that whole identity that she has had around being a mother, and what does it look like when my kids graduate and and I think a lot of parents go through this of like that transition of, is the relationship going to be different, and are we mourning the loss of like this season of life with our children? And I mean, I even talked to my therapist for a long time about this, this topic of, you know, the their childhood seems to be fleeting and going so quickly, and how do I make sure that I’m staying present with all of it. It’s very similar to the same fear that we’re talking about here in the practice. It’s like the relation. The relationship doesn’t mean that it has to be over. It’s just shifting. It’s taking a different shape. It’s taking. Different focus, and that might, it might end up being better. It might end up being different, but it’s it’s just shifting the way that it is, but the relationship is still there, and if you put the work into it, because we cannot take relationships for granted, whether it’s with our family, whether it’s with our friends, whether it’s with colleagues and team members or whether it’s with strategic partners. Relationships need to be nurtured. They require work, and so if you are just aware of that, and you put attention and focus into ensuring that the relationships with your patients and clients are still there and are nurtured, and they know how much you value them and want to make sure that they have a great experience. It just changes shape. It just changes shape. Okay? So it’s a really, really important aspect to remember, all right, fear number three, it takes more time to train than to just do it myself and listen this. This might be true for a month, okay, but what we are looking at when we look at our business, is that a business is a marathon, not a sprint.

And so yes, for one month, it might be faster for you to do it yourself, but if you are stuck doing it yourself every single month, think about the hours upon hours that you are losing by doing this task that could be passed off to someone else. Now, in our growth factor program, we we typically start it off with a time tracker, and it’s kind of a tedious exercise. We track everything that we’re doing every 15 minutes for an entire week, and we break it into what is actual work time. What is fun? Do we have any fun in our life? What is administrative work at home, like laundry, cleaning, you know, things like that. What is quality family time, and what is self care. And so we break down these different categories, and we’re identifying what we’re doing, and we’re the spreadsheet that we have takes the percentage of all of these and really breaks it into like, wow, you spent this amount of time on household items, or you spent this amount of time, this percentage of your week was on this particular thing. And so it really glaringly shows you where you’re spending your time. And we go through and then we highlight and we look at like what can be passed off. And if we can free up 10 hours a week from your schedule, and you could dedicate 10 hours a week towards systemizing your business, or 10 hours a week towards learning a new skill, or 10 hours a week towards leadership development or training your team. Think about how things like that would compound. So there is an opportunity cost for every single thing that you do, meaning, if I stay handling these tasks that someone else actually could do instead of little by little. And I don’t want you to rip the band aid off, right? I don’t want you to delegate everything all at once. I want you to understand how something works. I want you to create the system, and then I want you to delegate it to ensure that it goes smoothly, so that we are not, you know, causing additional problems down the line. All right, so that’s a really important thing. And side note here, a lot of times people will see that there’s problems. They don’t know how to do it, and they think that just hiring is the problem. Is the problem, and they hire, and then it turns out badly, and it reinforces their beliefs that it’s just better if I do it myself. But instead, the problem is that there was no system there for that person in the first place they came into a new business, something that you intimately know and you just expected them to thrive? No, you’ve got to set them up for success. You’ve got to develop them, you’ve got to train them. You’ve got to give them the step by step system that you want them to follow. That’s how they’re going to thrive. Okay, systems equal freedom. I’m going to say that over and over and over again.

All right, let’s dive into fear number four, and that is that my team will mess it up and hurt my my reputation. Yeah, your team’s gonna mess up. They will, and so will you. You are human. You are human. Mistakes happen. In and the best thing that we can do is acknowledge forgive and find a solution that it doesn’t happen again. Okay, so acknowledge forgive and find a solution that doesn’t happen again. And most importantly, forgive yourself. Give yourself some grace, because you will mess up, you absolutely will mess up on something. And the point is not that you mess up, it’s how you handle it and how you prevent that particular misstep from happening again in the future. I like to call them areas of opportunity. So if there’s a mistake, I always found a new area of opportunity in my business that I can clean up, that I can fix right so most mistakes, most mistakes, are not going to be a huge deal. They are something that can be fixed with clear communication, with a genuine apology if you do something incorrectly, right? But if you are able to have clear and direct communication, then you can solve that problem and then and put a system in place to ensure that it doesn’t happen again. Okay, so if you’re in business long enough, you’re gonna get a negative review you’re going to do, you’re going to have a mistake. It happens. It’s not a question of if, but when. The real skill is, how do I handle that, and how do I ensure that I’m learning from every single thing and making it better so that it doesn’t happen again? Okay, so we’ve talked about the fears. Now I want to talk about the mindset shift, and this is why personal development is such a huge part of entrepreneurship.

Oops, sorry. There was a little notification that scared me there. That’s what happens when we record things live. Okay, so let’s talk about the mindset shift. The limiting factor is not tactical. It’s not, I don’t know how to delegate. It’s, it’s the story that you’re telling yourself about what delegation means. So instead of saying, if I’m not doing everything myself, I’m not really running my business. And this is this may sound silly to some of you, but we, you know, a lot of what we do is help CEOs get out of the room so that they can step into the spa CEO role. So we help them get out of the room. And once they’re out of the room, and once they have their manager delegating everything, they don’t know what to do. What am I supposed to do? I don’t feel useful. My team doesn’t need me. I have no idea what to do as the CEO. There’s a whole job description of what you should be doing as the CEO. But if you’ve been in that operator role, you only know task base. You don’t know the higher level, visionary relationship, building aspects, team, development, aspects that you should be doing as the CEO. But this is a common thing that happens when we get a provider out of the room. If I’m not doing everything myself, I’m not really running my business. I don’t know what’s going on. I don’t have control. My team doesn’t need me. All of these things are normal fears, and it’s all about switching that story that the business has been created, the culture of the business is there because you created it. All right. So you’ve really got to be be able to identify that. If you’re telling yourself, I should be able to handle this myself. Start to tell yourself, building a team is not a weakness. It is the only way to scale.

All right, so whatever your belief is, reframe it into something positive with Team, this is non negotiable. So if you want to grow past 2530, 40k, months and beyond, you’ve got to shift your mindset. You’ve got to add a team, okay? Because there’s a certain point you’re going to hit a ceiling, and there’s only going to be so many hours that you can work. That is how we scale and grow little by little. Again, we are not ripping the band aid all off at once, but step by step, milestone by milestone, all right, systems equal freedom. I want you to remember that when you have a documented process, when you have templates, when you have scripts, when you have clear expectations, when you have clear training, it’s not restricting your creativity. It’s not. Restricting your client relationships. It’s creating the foundation that allows you to focus on what actually matters, pouring into your team, deepening the relationship with your clients. So think about Starbucks, right? Starbucks can hire a high school kid that maybe it’s their first job, and because they are so systemized that high school kid all they have to do is be good at following instructions. All right, that’s because clear systems and SOPs exist. So you don’t need to have the same level of systemization as Starbucks does, but you do need enough processes that someone other than you can do different tasks within your business.

Okay? And we’re going to Little by little, increase those. So what I want you to do is take one action this week, commit to one thing, not 10, just one, one thing that you’re going to focus on, something that you are not delegating yet. I want you to decide what it is, and I want you to create the system and start delegating it to your team, perhaps your front desk, if you have a virtual assistant, if you have estheticians that have open spots on their schedule, take that thing clearly communicate it. Create the step by step system and delegate little by little. All right, I want you to document. I want you to adjust based on the needs, and I want you to celebrate, because if you can do that, then you just have to build on that, little by little by little to build a systems based business. Okay, so thank you for being here with me today. Live. I hope you guys liked it live. We’ll see how it goes. I think it was fun, except for my little notification.

But other than that, it’s been really good. I appreciate you. I’m grateful for you, and I hope so much that you do this delegation, that you start to systemize for yourself, it is the key to building a systems based business that gives you the freedom that you desire, the benefit from entrepreneurship. All right, my dears, thank you so much. I appreciate you, and I’ll catch you on next week’s episode.

Well, hello, my dears, and welcome to another episode of the Spa Marketing Made Easy Podcast. My name is Daniela, and if you’re new here, I want to welcome you to our community. We talk a lot about marketing systems, operations, leadership and entrepreneurship, but a big piece of success in all of these areas, the thread that ties everything together is personal development. It’s taking good care of yourself so that you can show up as the best version of yourself. You don’t want to operate your company from an overworked and overwhelmed space. If you’re doing that, you can’t think clearly. You react to situations rather than responding to them. Instead, you want to lead your company and your team towards the directions of the goals that you have set for yourself.

You don’t want to get stuck in this like hamster wheel cycle that happens when you don’t take good care of yourself when you don’t show up as the best version of what you are truly capable of. And that conversation how you do that, that’s exactly why I invited back one of my favorite humans, dr, Neeta Bhushan. Neeta and I were in a pure form to mastermind several years ago. We became close during that year, and we’ve stayed in touch since. And I invited her on to talk about self care, to talk about rituals, to talk about pausing, and how to do that when you’re a busy working mom and or entrepreneur wearing every single hat in the business. So I’m going to go ahead and read her bio, and then we will jump right into the interview. Dr Neeta Bhushan is a TEDx speaker, former cosmetic dentist and a world renowned emotional health advocate. She’s the author of multiple best selling books, including her five time award winning title that sucked now, what endorsed by Jay Shetty as the founder of the global grit institute dedicated to helping people reframe life’s toughest moments, and the Dharma coaching institute a leading organization training coaches and becoming the highest version of themselves. Neeta is a transformative force in personal development. Neeta has shared her thought leadership on grit, resilience and emotional well being on international stages and as the host of her top rated podcast, the brave table, her expertise has been featured in Forbes, ABC, NBC, CBS, Grazia, ok magazine, Verve magazine, and toddler after realizing how unfulfilled she felt running her multi million dollar dental practice, NIA embarked on a life changing journey across 45 countries, studying the intersection of human behavior, ancient wisdom, Eastern philosophy and therapeutic psychology. This deep exploration combined with her personal experiences of overcoming adversity, including being orphaned at a young age, surviving an abusive marriage and navigating profound loss, has shaped the powerful message of resilience that she shares with the world today. Neeta lives in Dubai with her husband and two children. She’s an incredible human. She’s one of my favorite humans, and I hope that you enjoy this interview with her. All right. Miss Neeta, welcome back to the spa marketing Made Easy Podcast. I’m so excited to see you. I’m so excited to have you here, and I just loved our pre show conversation, and I wish I would have recorded that. But this episode, I really wanted to bring you in, because for me, when I look at you, we’ve known each other. We’ve been in each other’s world for a couple years now, I don’t know, maybe five years now, yeah, today, the day that we’re recording, it marks three years of that suck. Now, what of my book? So really, yes, and when you came, you came to the launch. So it is so crazy three years.

There’s all these different chapters that we have in life as humans, as women, and you know, you like where I was going is you started with a as a cosmetic dentist. You were in the esthetic space you moved into coaching. You then became an author, as we talked about, that sucked. Now, what? Which, by the way, I gave my mom the book for Christmas, and she’s like, listening to it on Audible, like, on audio, and she’s like, Oh, this lady isn’t I was like, that’s one of my good friends. And she’s like, she is so good. So I was like, Oh, I’m gonna make sure that I tell her that. Thanks, Auntie.

But you have now moved into I was so proud of myself that I got the chai talk. Oh, my goodness, I have them here both. Of them, I’ve got my Chai here, and for me, this is my moon cup, yes, because it’s my reminder to stay focused on the feminine. But you created this company that it’s not just Chai. I mean, Chai is so much of who you are and what. Like, every time I would come to your house, we would make Chai. That was like, what we would do, we would have the rose petals. It was like this whole vibe that I loved so much. It was a whole ritual. It was a ritual, yeah, and I think it’s, it’s kind of, I mean, in the, you know, in the traditional Ayurvedic culture, Indian culture, anything that we do as a ritual, you know, and obviously, when you and the whole idea for rose petals, or any sort of intention behind what you’re doing is, you know, the adornment is the intention of, okay, how? What am I going to fill my cup with, literally? Is it going to be positive words or a mantra, or something that, really, you know, speaks to me in the in the way that I need it for it to land for me today, and it’s only for me, not for you, not for anybody else. But what does it mean to you, particularly for, you know, the time of the month that you’re doing this for, or just the seasonality of where life is. And I think that, you know, these types of things, rituals and times and moments in our life can be so sacred. And for me, this was a sacred homecoming for many, many years since, you know, obviously, as you know, I lost my parents when I was young, and the one thing that kept me really just coming back home to myself was a ritual of chai. And then, of course, in the throes of early motherhood, when I wrote my book, that sucked. Now, what the only thing that could keep me sane during all the craziness of, you know, motherhood, you know, serial entrepreneurship, writing a book, all of these things, moving, you know, cross country, to a different home, in a different city, in a different state, and then, of course, doing it, not even cross country, not moving across the world, subcontinent, continents. I think, because we just did that a year ago, and we’ll get into that a little bit, it has always come back to the ritual, you know. And I think so many people talk about their meditation rituals and, you know, going to the gym, all of these things.

But what if you don’t have that time because you are super busy and you have things going on. It’s not even super busy. It’s like there is something that you can only understand, the chaos of the mornings. Wonderful chaos, the best chaos, but the chaos of the mornings when you have small children like you, if there’s so many things, anything can happen. Anything can happen between six and 8am and so, and all of it can happen between six and eight. So you never know. And so the idea of, like, I’m going to meditate and I’m going to cold plunge and I’m going to exercise and I’m going to do all these things you could get pooped on or vomited on, or like, God knows what, and it’s all just totally normal, totally normal. And you’re just like, I’m gonna roll with the punches. But you know what? You know what they cannot take away from you.

You can not, yeah, and you can have your chai and, and here’s the thing, you know, the reason why I think I’ve always been a health nut as well as you know, I mean, obviously, you know, losing both of my parents to cancer, losing my brother to, you know, an asthma attack, I think that I was just primed from a young age to just say, Okay, what is going into my body? And I’ve, I’ve been so, I think, well, and being a doctor too, like that, well, and then adding on to the mix of just like, add on, add on, add on. You know, you can’t take the girl away from from her medical training. So, I mean, I wanted something that was going to feel good in our bodies, in our nervous systems and and that was kind of the place that I arrived at even writing the book, and, you know, getting burnt out from the book, doing 200 plus, you know, interviews for the book, doing a whole book tour in several different cities. I mean, it was a beautiful time. And of course, the book reached, you know, 10s of 1000s of people. And but you know, at the end of it, I was burnt out. And, you know, we can talk a little bit about just the the idea of burnout and how badly I needed ritual for myself. And while chai and the making of the chai, the sacred moment of the five to 10 minutes, you know, even if the kids are screaming in the background, I always had.

That was my meditation. And I know some people have their ritual of coffee, you know, the aroma, smelling it. And of course, in the ancient cultures, of the Japanese cultures, of the Chinese cultures, the Indian cultures, they all have this reverence to a tea ceremony, which is, you know, this metaphor of, you know you’re, you’re brewing the hot water, you’re steeping the tea. You’re, crushing the herbs, you’re pouring it in a cup. I know we don’t have that much time, obviously, because a lot of us do have so many things, but I wanted to make it sacred. Okay, how do we do this without getting all of these things? But this is a metaphor to take five minutes out of our day to have something, and I kind of call it an upgraded Chai, because it has all the adaptogens, and the one that you know you’re drinking has its focus flow. So it has lion’s mane. It has Brahmi for mental clarity. Lion’s Mane, obviously, is a neurotropic supports, you know, neuroplasticity, as well as saffron for mood, which obviously there’s so many studies for and then it actually tastes like Chai, and it’s vegan and it’s only one gram of sugar. So I’ve taken out all of you know, kind of the messiness and the grunt work, and I wanted to make it super easy for women to literally come back home to herself, so that she can carve out that five minutes or 10 minutes to just pause and reset her nervous system and pour back into her before she goes on with her day.

I think it’s such an important conversation to have for women who identify as kind of leading with the masculine when you’re that type A personality, when you are like, go getter, hustle like you want all the things, and you’re smart and focused and committed, and you have all of this.

But it’s so it wasn’t until, I think it was when I turned 40 that I really started to become aware of the feminine and the masculine, and like, how I had been leading up to my up to 40 with only masculine, so I was, like, severely out of balance. And it’s my natural state to be like, something needs done. Like, I’m gonna go, just do it. I’m not gonna, you know, like, I figure it out, and I like that about myself, but I also know that, like, everything needs to be in balance, and there’s beauty in being able to receive and there’s beauty in just knowing, like, I Think it impacts our leadership in our companies, how we engage with our team, and so for someone who leads with masculine creating, it’s not like you have to become a different person, but just like you’re saying, you create these times and spaces for you to actually pause and reset the nervous system, because if you do wake up, grab your phone, start checking, Slack, go.

You know you’re running downstairs, there’s, you know, kids running around everywhere. You’re going to lead into the start of your work day with like chaotic energy or stressed energy, instead of coming from a grounded place, your default is going to be, like, if a problem comes up, you’re going to be in, like, grumpy or angry, or, Why did this happen, instead of trying to understand the bigger picture and be able to solve that problem in a better way? Oh, 100% and I feel like you’ve just kind of, you know, hit the nail on the head when, when you’re sharing about the grounded energy. And I think it’s so easy for us to just kind of be in go mode, because the masculine energy is the Go mode, is the doing mode, is the let’s get it done mode. And it’s like, okay, let’s, let’s slay the day. Whereas the feminine energy is more so this, you know, it’s the soft power, it’s the it’s the being. It’s the, you know, kind of observing and just being present and seeing, okay, what? What else can I create? And, you know, it kind of is reflected in taking that pause. Well, if we’re leading with our masculine we forget to take that pause, because we think, okay, if I don’t get all of these things done, if I don’t do everything that’s on my to do list, then I’m going to be behind. I’m not going to, you know, be able to serve my team, etc, etc. And it’s this frenetic energy, you know, for lack of a better word, of this, like angst and anxiety, that’s like leading the day, versus Okay, I’m gonna have, you know, I know you love the rose ritual. I’m gonna have the rose ritual. And it is this feminine. I call it the nervous system reset in a cup, because it’s so beautiful. It’s pink, it’s floral, it’s, you know, it’s, obviously, it just reminds me when I’m leaning in. Masculine, especially in the middle of the day when I don’t want heavy caffeine.

This has, you know, green tea. It has all of the adaptogens in it that really supports calm and just taking a rest in our day. However, it’s also that kind of time where you’re like, Okay, I am going to pause and remember that I can actually be for five minutes and then I can go and slay the rest of my day. And to your point, can we remind ourselves to actually lead with our feminine and how much better our team members and our families can benefit because of that? So tell me about that journey with you of learning how to lead with your feminine when you know, from the like dental era to the coach era to the book era to now. I mean, like I feel like, as we age, we just get better and better. I love a woman in their 50s. They’re like, my muse right now. I love women in their 50s too. I’m like, Oh my gosh, you’re my spirit animal. You know? I think there is this, there is this idea of, you know, I I have so much more reverence for spaciousness and time. And, you know, I think there’s this discerning factor of, okay, what’s, what gets to be on my plate, and what, what doesn’t, I think, as someone for myself who’s always led in her masculine and, you know, it hasn’t been until having children and multiple to really say, okay, and that’s one of the reasons why I wrote the book. And of course, from that really birthed this idea of becoming a you know founder, again, in a full CPG, you know, consumer product, good business that’s completely different than, you know, starting a coaching enterprise, a coaching institute, you know, Coach Training, business, altogether, speaking, etc, writing. And, you know, I think, though, to challenge yourself and to try, you know what I mean, like if you just keep doing the same thing that you’re good at over and over, like your brain, you’re not like building those brain muscles. I think it’s amazing You’re so right. I, you know, I recently spoke to a VC, and he’s like, Neeta, with all the things you did.

And hopefully this adds value to, you know, whoever needs to hear this today. But, you know, sometimes being a multi hyphenate, it’s, it’s, he was saying that you’re actually a builder, and that’s just who you’ve always been. You’re, you’re a builder. And then you take it to a certain point. And because he’s a VC, and he invests in a lot of these, you know, startups, and early stage startups, that there are certain founders who they take it to a certain point, and then they hand it off to, you know, the team that manages it and runs it until they want to exit. And so it’s interesting, because for me, I get really excited about projects, and that really fuel me. And then, and I’m in this build mode, and this going mode. So it’s very much in the masculine. And so to your point, your question of, how have you been able to manage the feminine? Honestly, in my early we were talking about early, early, early back, way back when, you know, before kids, and when you’re in your 20s and early 30s. I was just, you know, in the Go, go, go. And I think it’s taken many iterations of being burnt out, you know, health scares or health situations, obviously, you know, and recognizing that you know what my my nervous system needs more prioritization, and so I think becoming smarter and more wise in my 40s, it’s a whole new game, because now I was just sharing with another group that I was speaking with today, I have my playlist of of the songs that really turn me up out on whether it’s my 90s Hip Hop playlist, whether it’s I have an amazing 90s Hip Hop playlist, whether it’s a Michael Jackson, whether it’s Whitney, Houston, I don’t care, you know, some EDM, whatever it is, I will just turn it on. And if I’m having a slump in the day, especially with my Chai, I will have it and I will sip it, and it will be the most loaded dance party.

It’s a kitchen dance party. It’s a kitchen dance party. And you dance parties are the ultimate mood lifter. Ultimately, they are the best. And you know, I’ve done it with my teams, and it’s great. And if we’re having a team meeting. And you know, I challenge this to whomever has not had a dance party on their team meeting. Just start the call with a song. I guarantee you everyone and play the song for the three minutes, the full three minutes, and dance it up and do what you got to do. But I guarantee you the mood of your team meetings will fully change. You will fully shift. The energy will fully shift. And because you are more in your feminine and, and because we’ve dropped into our heart, or because we’ve gotten, you know, we’ve got the energy shaken up in our bodies, oh, we’re coming more from a grounded place than more from this, like logical headspace and, and it just, it just shifts the energy. So I am such a big believer that if you can, I highly recommend carving out those spaces where you can add more of, you know, the feminine side. So it’s, it’s adding things like dance. I there was a time where I put a you know, pole in my in my garage.

I remember, because I wanted to, and this was not for anybody else but myself. This was for me to get more into my feminine. And then I realized that pole dancing is actually not feminine, because you have to, like, you have to be very strong, yeah.

I mean, it’s a huge workout. Masculine, I want to do belly dancing. Have you ever done belly dancing, right? Of course. Oh, yeah, oh, of course. It’s, that’s like, my next. That’s my next. You know, adventure is belly dancing. Oh yes, I think, I think that’s a okay, you and I both. That would be great. So tell me what your vision or your focus is as you’re building Chai tonics like, what is the, you know, when we’re looking at coaching or when we’re looking at, you know, business education, being an author, these different types of things, there’s a very clear focus or message or mission that you’re trying to accomplish. And this is a completely different business model. So going into this, how are you thinking about, like, the impact that you wanted to make for the end user?

Yeah, well, you know, first and foremost, this is, this is your chai, but upgraded, you know, I wanted to not necessarily compete with Starbucks, I feel like, but everybody knows, you know, Chai or Chai lattes, and there hasn’t been something that is, you know, not the sugary, syrupy that are sort of guys that are, yeah, it’s so sweet. It’s so sweet. And it’s funny, because we pulled in our pre launch, we pulled about 500 people on, you know, what kind, what kind of chai they like, and not just people from the diaspora, like everybody, like whoever drinks Chai, like why they like Chai or why they don’t. And there were a lot of people who said, I don’t like Chai because I’ve tried it and it’s so sweet, and I’m like, okay, that’s just not Chai. You have not tried Chai. If it’s like a cinnamon, sugary, syrupy bomb, it’s just that’s just not Chai. And so I wanted something where, of course, you have all the grounded spices, like the cinnamon, the cardamom, the ginger, the fennel, which is great for digestion, it’s great for, you know, Ayurveda has been around for 5000 years. It’s the oldest science, and it supports our nervous system, it supports our gut, it supports our glow. So I wanted to be able to use that. But also, you know, the main mission is to teach women in every season and stage an era of her to come back home to herself, to come back home to a ritual and a ritual that’s easy, a ritual that’s great for you, a ritual that reminds you that it’s a hug and a cup, a ritual that takes five minutes. So yes, to you know all of the things that’s really holistic, wholesome and great for not just you, your body and your nervous system. It’s vegan, you know, it’s powered by coconut milk. The focus flow has MCT oil, so it’s great for brain fuel. So not only did I want to make a really amazing, beautiful, holistic, clean, you know, product without any of the artificial ingredients and or any natural, quote, unquote, natural flavorings that has endocrine disruptors in it. But I wanted to make something where it is a ritual to come home to ourselves, because in this day and age where we are, we have so many things on our plate where there’s just all of the to do’s, can we actually give women permission to pause, and that is my mission. I feel like it’s always been that underlying mission with everything in the through line and all my work is to, you know, obviously I love bringing people together. I’ve been doing live events in every single aspect of my life in the last decade of doing, you know, coaching and. Writing and Speaking, and that’s the beauty. I mean, you, you’ve come you’ve stayed at our home, you’ve seen kind of just, you know, the gatherings. And I wanted to make this in a way, Chai as a way to have that circle with other women, you know, whether it’s in your own home, whether it’s with your team, but also as a way to connect with other people. Because, you know, that’s that’s the human element, right there.

One of my favorite things to do whenever I’m on a trip with another woman, and we’ve done this before, is the walk and talk, right? Like you go for your morning walk, and I feel like the best conversations happen during the walk and talk, and if you’re not in a like, the other time that the best conversations happen is when you’re having a chai or having a like, let’s have a coffee, or let’s and with we bought a farm. I don’t think I told or did I message you, yeah, we bought a farm.

You bought a farm. Oh my gosh, I’ll tell you about that after but Christy on my team, her family came down to the farm, and our kids are great friends, and I adore her and her husband, you know, on a personal level as well. And my favorite moment from that whole weekend was 20 minutes that she and I got to have some alone time. We sat on the porch, we were overlooking the water, and we just had the chai. And it was like such a deep, connective moment. It was the rose ritual. I put the rose things on the top. She loved it. That was the reason that I got the idea to get everybody the chai as a as a gift, to pause and have those moments, those because we don’t have them as much, you know, because women are working or we’re you know, a lot I know, I’m sure this is the case for you, but a lot of my deepest, closest friendships are not in close proximity, right? Yeah. And so I have women that I’m in in, you know, deep friendship with, but I only see them once or twice a year, right? And so when you get that 20 minutes to actually sit with them and have those conversations, and feel seen and see them. It’s such a connection point that is so so vital. And I know for me, coffee is my ritual in the morning, but I got rid of the afternoon coffee, and I’m drinking this. And for me it’s so important like again, turning 45 this year. I think anybody in their 40s, if you’re dealing with perimenopause, or any of those types of things like you really have to be aware of your sleep, your exercise, what you’re putting into your body. I feel the best I’ve ever felt and but I’m also, like, keenly aware of the foods that I’m eating, the exercise, the like, extremely limited alcohol, which are all like, that’s what works for me. And figuring that out, you know, no and actually, because you’re loving the rose ritual. I mean, Rose ritual has shit over in it, which is really supportive for postpartum. It’s great for pregnancy. It’s great for fertility, and it’s also great for perimenopause and menopause, because they the the Ayurvedic herb Shatavari is great for just women’s hormones in general, and so. And then it also has holy basil, which is like the anchor of if you go to anybody’s house in India, they will always have a Tulsi, or holy basil plant, just from a spiritual aspect. It literally grounds the energy of the home. And so we put that in the Rose ritual to help ground the energy of you. So it’s no wonder that you are going to have this grounded, sustained energy. Rhodiola is also great because it, while it’s activating, it gives you that you know kind of sustained energy. So you can have it in the middle of the day without having this like crazy crash. It’s not going to keep you up at night. So yeah, it’s a nice little it’s a nice little treat.

I have a question, as a non Indian person, isn’t Chai

just the Indian word for tea, or is there something that’s different, because there’s so many different types of teas. Yeah, like, but when I think of chai, I think of this like a particular drink. But isn’t it all tea? Please educate Yes.

So when you say chai tea, okay, so this is we’re gonna school. Everyone. We cannot say chai tea, because it’s just Titi in you would just be saying Titi. But for any, any, for anybody from the diaspora, traditional Chai, and there’s different names for Chai, you know, there’s karak chai, there’s, there’s all different kinds other Chai, which is Ginger Chai, elaichi Chai, which is cardamom Chai. And so you’re absolutely right, it just means tea. But when we’re thinking just the word Chai, of course, it’s always associated with a lot of the the herbs and spices. And you know, I like to call it the upgraded Chai, because it’s obviously with adaptogen superfoods that really support our nervous systems and, you know, our focus and our energy, but, but yeah, so I’m glad everybody is getting a masterclass on Chai. Thank you.

All right, so for our listeners that want to learn more about Chai tonics. Want to follow. You want to follow the brand. Where can we send them? Yes.

So if you are curious, definitely try tonics. You can follow our journey along. If you would like to carry it. At the spa, we have a wholesale deal at Fair, which is F, A, I, R, E out there we know all Yeah, on fair. A lot of spot people love our products on fair, and so you can get wholesale deals there, as well as try tonics.com we are on Shopify, and we are soon going to be on Amazon. So wow, that’s exciting.

Yes, thank you, Neeta. I love you. I’m so glad that for this next chapter for you in business, and it’s going to be incredible.

I’m super excited. I’m super excited. I mean, this is the whole the whole idea is to, you know, come back home to yourself in one way or another. So if I can leave anybody with, you know, whatever is going on in life, I hope you find that thing, whether it’s shy, whether it’s, you know, some sort of practice for you. I mean, it’d be great if it’s shy, but if it’s something else, just find something that you can come home to you at the end of the day.

Hello my dearest Daniela here, and welcome to the Spa Marketing Made Easy Podcast. If you are watching this rather than listening to it, you’ll see that my intro, I am coming to you from my hotel room, which I thought was very appropriate for 2026 in general, and for this interview in particular, because in 2026 something that is very important to me, something that I am committed to, is playing a bigger game, is stepping outside of my comfort zone. And I covered that in episode 465, if you want to go back and listen to what that means for me and the things that I’m specifically doing in my business.

You can hear that in episode 465 but for today’s interview, I invited my friend Beth, who is a media strategist who focuses on teaching visibility. I wanted her to come in and share her expertise for our spa owners, for our listeners, because getting out there when we talk about being the mayor of your town, and you know, showing up at a networking event can be uncomfortable. That can be pushing yourself out of your comfort zone. I wanted to have her come on to give us some frameworks, to give us some some perspective shifts, and to give us some practical tips on how to actually do that. So it’s perfect. She’s hilarious. I adore her. We’ve been in a mastermind together for the past year, year and a half. Meet every month, and so I get to hear her expertise all the time. I’m so blessed for that. So I wanted to share her with all of you. So let me go ahead and read her bio, and then we’ll go ahead and play the interview. So Beth nettick is a former network TV producer turned media strategist who teaches entrepreneurs how to turn every podcast interview into real revenue. She’s the creator of the mike to million system, helping experts go from visible to in demand with strategic storytelling and high conversion interview frameworks, think Jersey energy producer level, precision and the receipts to back it up, from MTV and NBC to Oprah daily and Fast Company when she’s not helping clients land 10k clients from a single interview, she’s building her own TV show and reminding everyone that visibility is cute, but revenue is hotter. I think you can tell from her bio, just her type of energy and her personality. She’s so much fun, and I hope that you enjoy this interview. All right. Beth, welcome to spa. Marketing made easy. I’m so excited to introduce you to our listeners. You have so much zest for life. You have this like, incredibly dry sense of humor that I adore so much. Every time we get on a call, I’m like, What is Beth gonna say? That’s gonna make me laugh? That’s gonna make me

You’re so good for my ego.

I’m here for it. I’m here for it. So we were on a call a couple of months ago and you were telling us about a talk that you did tell me the name of your talk, pretend you’re from Jersey and get whatever the f you want.

Okay? And then I obviously was like, Beth, can you please be on our podcast? Can you pretty please be on our podcast? And because it is such a, you know, in the spa space. And I think really, like, I obviously identify with the spa space so much, but I think women in general, it’s a scary thing to ask for what we want or what we need. We are people pleasers. It’s ingrained in who we are to be a people pleaser. And that causes problems with our team. It causes problems with our marketing. It causes a lot of like we become the bottleneck in our own business. And so the premise of that talk was really about how to be bold, how to get out there and push yourself outside of your comfort zone. And so today’s conversation, we’re going to jump into some kind of tactical around what I usually call being the mayor of your town. And you know, a lot of times I’m like, You got to get out there. You got to be in the community. You’ve got to be, you know, showing up for BNI or Chamber of Commerce or rotary club or meetups, or like, whatever you can do to have that FaceTime inform real connections with others in your community, with other local business owners, with other people who are active in the community. So where do you want to start?

I think I love that that resonated so much, really. With you and, you know, and those that are listening that are East Coast girls and boys and everything in between, right? Like, there’s just a different sense of vulnerability and assertiveness that I think I just grew up with. You know, I also grew up in a house full of entrepreneurs. So asking for what you want is really but are you from Jersey? Are you from New York?

Because, okay, okay, I was born 10 miles from where I’m sitting right now. I didn’t go far, but I think it comes down to really understanding your client and also how to adjust your mindset and your thinking to know that you are the solution for their problem. I think we’re so often looking at what we can do for them versus how we can adjust how they’re thinking, so that our solution, our spa or anything, becomes what they need without us having to convince them that.

Okay, so talk to me a little bit more about that, because in Spa, when a patient comes in, we a lot like our primary focus is education, right? We are saying, Oh, you have a brown spot or a red spot, or you have lines or wrinkles, and let me educate you on the science of how we can address that, because they are coming to us in such a vulnerable state of sharing. These are the things that I don’t like about myself. And there’s so many empathetic women and providers in our industry that we want to lift women up. We want to make them feel amazing about themselves. We don’t want to be like, oh well. We need some serious talks there. We need some filler here. We need some energy based devices here, we need, you know, we want them to be like, Yes, this is it. So when we’re looking at, like, reframing, how do you position that in an industry like ours

So I always think about it from the, you know, I’m a media strategist, so I think about it from like, a media point of view. And when you’re thinking about what they need, right? You’re talking about your their off, your offer, your treatment, the promos. It’s not actually building trust, so that when they’re on, you’re on, they’re on your table, they know there’s not a question of what’s of who you are, what your credibility is. It’s all happened before they got there. Because when we allow people to see or hear what we think, how you make decisions. When you say yes, when you offer a treatment to somebody, or somebody comes in and says, I want this treatment, and you’re like, you know what? That’s not for you and for them to take your advice. So if the client is thinking, Oh, she knows what she’s doing before you’ve educated me on the table. Because to be honest, sometimes I’m like, I don’t just do what like I trust you, because I’ve already invested time and energy and picking the right person and seeing who they are, and my judgment is left up to them, and not just their services.

So when I think trust, you’re saying is built not in the consultation, but in beforehand, and which is why it’s so important for the CEO to be out there, being the mayor of the town and kind of being the face of the brand, so that by the time the patient comes to you, they’re already clear that, like, This is my place, I trust what they’re going to Share, so ultimately, making the the sales process, easier, easier construction, right?

Because media works when it does like, the emotional and a little bit of the educational work before they walk in the door, if your media explains your philosophy, your process, your standards, then the clients arriving, they’re not asking, like, can you What do you think about this? Or it’s, what do you recommend? What do you think we should be doing? And when that trust is built, the goal for media isn’t always just visibility. It actually, I think what it can do for the listeners is really ease the conversation and have fewer objections up front, so they can just ingest what you’re saying and then enjoy the treatment and be, you know, less anxiety, but also open their wallets up a little bit more, because they’re more open to what you’re offering.

So when we’re looking at someone like me, like I was telling you before that, like I am a small group kind of person. I am not someone who thrives in big groups, so it can feel nerve wracking to put myself out there and step out of my comfort zone and all of those things. So how do I how do I protect my energy? How do I get out there? If that is you know, how do I pretend like I’m from Jersey?

Two ways. So the first one is really figuring out what your platform is. If you’re like, I’m not good at a networking event at a chamber of commerce or BNI or something like that, then that’s not going to work for you, because you’re not comfortable. But when you think about being in the media, it. A one to one interaction, being interviewed for that local magazine or the local newspaper. And I know TV sounds scary, but when you’re filming TV, it feels like it’s the 10 people in the room. It doesn’t feel like it’s going out. So finding that platform, that avenue, that makes you the most comfortable, I think, is the only way to move forward, to actually let it work for you, and to being from Jersey is like, it’s terrifying. Do it anyway.

You know our podcast? You know we, we have a very successful podcast. We have over a million downloads. We’ve, you know, been doing this for a long time, and yet I feel like I’m just here talking to my computer. You know, it’s and so when I got, like, this weekend, this past weekend, I was at circadian connect, there were 500 people there, and there were so many incredible people that came up and gave me hugs and gave me hugs and like, oh my gosh, I love your podcast. I love and I was like, Oh my gosh, to me when I’m talking. And it was such a like this eye opening moment, so many of the ladies, like, shout out to everyone that came and gave me a hug. They were like, Oh, I listened to you when I’m doing my makeup or when I’m on my morning walk, or when I’m on my commute, and it’s such a different I feel so comfortable and open and clear that I can share a lot of stuff when I’m just here looking at you in my face, but when I’m in a room with 500 people, it makes me feel nervous, right?

So it’s really identifying like that comfort zone for yourself and and saying, but I do think, I do think it is important, especially in today’s day and age, with AI, with a local business, you’ve got to get some face time in your community, no matter how nervous it makes you feel right, and finding that right avenue for you, or hosting events so that you’re in control of the space, it doesn’t matter whatever it’s going to be right, it’s a necessary evil to be able to get out there and do it. So you know one of my local friend who’s like a local food influencer, but she started a podcast, and she started bringing on other small business owners in her area, because that’s how it made her comfortable to do it. So she found time to be able to create that for her. I always say like this, like if you’re thinking too much, you’re not acting enough, because if you’re acting then you’re forgetting to think, right? If you walk into that room, you’re there already, you’re going to open your mouth and talk to somebody. And I think we put a lot of pressure on ourselves in those environments, as well as to perform or to be this bigger than life, because you see the extrovert in the room. But I always think it comes back to goals. And definitely I think being the mayor, I love the mayor of your town is media. But what is your goal when you’re out there? Is it more awareness for you and your brand and your shop and your spa.

Is it you’re trying to create opportunity to bring clients in? Is it the credibility, so that people know that you’re the expert in your specialty? Instead of giving yourself this larger, right? I have to go meet people, if we can make it smaller, and talk about what we do really clearly, and have that ask which is connected to the goal really simply. I think it just makes it easier and takes some of the pressure off.

Yeah. And I think for spa, there’s kind of a combination, like we definitely want branded brand awareness that we exist, right, but we also are wanting to meet other small business owners that serve the same ICA as us, who are, you know, that could potentially be strategic partners for us, that could potentially co host events? I mean, there’s so many benefits, but that’s like, one of the toughest questions you’re like, Well, how do I meet people I you know, my kids have sports after school every single day, and I’m working a full time you know, it’s like a full time job to run the business, and so like, how am I finding the time to do these things? And I think it’s the the opportunities that happen when you have that face time, and if you are introverted, God bless. The extroverts out there that are the ones that will just come up and say hi to you and do like there. There are people there that will say, especially if you’re at a networking event like you did not have to be the busy bee that goes and talks to everybody. If that’s like not your safe space, you can show up and guarantee there’s going to be someone that comes and talks to you 100% it’s funny. You say that because I’m an extroverted extrovert, and I have friends that that invite me or buy me tickets to events so that they can go with me, because they know I’m going to talk to everybody.

See. So, you know, finding that one friend or that employee that can come with you so you can be a team, it’s just about doing it. And then once you’re there, asking for what you want ask, you know, connecting with the people having that conversation. Be able to explain yourself really clearly so they understand. And again, it’s not just about what you offer, but it’s about how you decide things, how you how you say yes or no to things, like what you think and what your expertise is. Because I think sometimes we fall forward into like, what are we’ll talk about what the expertise is, and not our philosophy behind why we do it, or why it’s beneficial, or how it serves our clients.

So, like, I’ve been an aesthetician for 20 years. Here’s, you know, instead of, I believe in high quality skincare paired with energy based devices, because of XYZ, right?

Even going a little deeper than that, right? Like, what’s energy based devices? Or what’s it’s more than I just want women to feel beautiful. I want them to be able to take chances in their life and risk everything. Or, you know, be able to, like, get on stage when they’re when they want to, you know, be sick in the corner before it starts, which I feel like sometimes too. It’s not, it’s, you know, it’s everybody, yeah, I think it’s more the philosophy behind why you started the business and communicating that because in my town, there’s three big spas, and I don’t know the difference between any of them, but I met, I’ve met the owners. I know who they are and what they’re about, and that’s the differentiator for other small business owners in your area, so that they can really understand what you’re about. If everyone offers the same services, but your philosophy around why you do what you do is different, that’s going to make connections that again, we’ll get back to doing collaborations, doing referrals, people you know, doing events together, and becoming, as you said, the mayor of your town.

So let’s talk about television. Because you were saying, I know, I know. You were saying that you have like, you feel like there’s a big opportunity for local TV, for brick and mortar. And so how do you even get started with something like that? For if you’re a spa owner, aesthetician, nurse, yeah, or anything. So that’s how I got my start. At my start, I went on my town’s television station. Sorry, my town’s High School television station. You know, it was in the Facebook group, you know, looking for guests like their people are out there having those conversations. So everything from, you know, if you’re like, Beth, I’m never going on my town television. You know, whatever it is, start at the high school level. Start if you have a college near you, they all have college shows. It’s, and that’s, I would say it’s like putting in the reps before you get to the larger stations. So let’s not even think about what it could be in being on a bit on a big stage. But if you’re on your town’s High School television station, the people in your town are watching, and it’s a great place to build that. And if you don’t know how you go to their website, and there’s an email or there’s a telephone number, because they’re all looking for guests.

And one level up from that, like I live in North Jersey, there’s a couple television stations here, I literally called the news desk and asked who I can talk to if I wanted to do a segment on their TV, on their show. It’s again, it goes back to asking for what you want. It’s not people make it very difficult, but it goes back to like, what social media is as well. If I’m a TV producer in my town, I need people to come on the show to have content. You’re my content, right? So yeah, and I you, I think there’s this like, disconnect, because I noticed, especially in the early years of having a podcast, people were like, Oh my gosh, you have a podcast. And I’m like, Yes, and you can too. There’s not a barrier to entry. It’s like, yeah, you have to do the work to market it and to create something that’s a value to your listeners. But it’s not like you have to apply and say, you know, so if I think the key is, like, what value can I provide to this news station and in our community, the estheticians and spa owners that have been on TV in the past, they’re talking about, like, lip scrubs for Valentine’s Day, or like, how do we change our skincare routines through the different seasons? Or like, so think about something that’s like, going to provide value to those people who are going to watch and then pitch that thing, right? So are we just calling and pitching, or is there, like, a formal pitch process, like, how, you know, I know, like with the podcast, it’s like, every day, there’s all these AI pitches that I’m like, what’s happening? But. Yeah, it depends on where you live on the show. You know, I’m always a proponent of call if you can find a number make a phone call, because I think about it this way, who’s answering the phone? Usually a young person, maybe a year or two out of school right then admin person and enrolling them and helping you figure out who the right person is to talk to. So my advice would be like,

Hi, my name is Beth. I’m looking for the lifestyle producer. Who can I talk to? You know, I I’m a spa owner. I do X, Y and Z, you know, enrolling them in the in the idea again, you know what you’re asking for. It always goes back to that question of, like, what do you actually want? But they’ll either tell you to email somebody hears a voicemail, and then it’s continuing until you get to talk to somebody. I actually talked to a client this morning that was pitching TV, and I was like, How many times did you pitch this month? And she said two. And I said, six, because it’s not it’s about follow up, right? It’s about getting in front of the right people and then doing a great job so you can be asked back. It’s not as hard as it sounds, right? You do it every day in your salon. Why not do it in front of a camera so that the people in your town can get to know who you actually are, why you do what you do, and really be in on you.

So they come in and say, Hey, Daniela, I saw you on the, you know, on the High School show. I loved it. It it was so great. I can’t wait for my services. And that’s what I’ve seen happen over and over and over again, well, and I think about the skincare studios that are focusing on acne and doing, you know, educational talks or tips and, you know, something like that at the high school would actually be like ideal right to be able to get in be if you’re dealing with teenage acne and not like menopausal acne or something, but that we could use some help on that too. So I’m a mom of boys, and if somebody would have had some sort of video, my kids are graduating college, so they didn’t have it back then. But I would love somebody to go in and show my show men and boys how to have a skincare routine, because most don’t right. And if you have a male acne facial, I know it’s not the encompassing of what you do, but if I’m going to send my child, my son, to go get a facial, I’m going to probably come too. So it’s thinking about it on a broader sense of what you’re talking about. You don’t always need to be talking to your exact client about their exact needs, thinking about the larger process of it, and who’s, in that case, who’s actually probably paying for the facial Yeah. So we, like, when we’re teaching your ICA, it’s like you, because the brand that does everything is the brand that does nothing, right? So we want to make sure that we’re really honed in but 100% like when we’re doing the consultation, we’re always thinking about the spouse or partner, about the children, right? Because we’re still honing in on this one ideal client. But how can we serve the people in the immediate vicinity of who that person is? Because if you are serving moms, which a lot of people are serving moms, they have kids, and at some point they’re going to have acne and that, you know. And it just depends on if that’s like, aligned with what it is that you want to do in your practice, but 100% that can be another vertical of business that is just like, connected on how you can go deeper with your existing patient base.

I totally agree, you know, and it makes so much sense, because it’s broader than the conversation we’re having in our marketing. Our marketing is all about letting people know who we are when it comes to media. It’s allowing people to know what we’re about, what we think, how people misunderstand what we’re what we offer, and what the process is for clients to get success from it.

Okay, so what else am I not asking that’s important for a brick and mortar business owner that is wanting to get media

I think most people and business owners, they’re like, Well, I have nothing to talk about. Or, what should I talk about? Or, you know, what’s that? What’s my topic? I always think about, what are you already explaining to your clients every day that could work as a conversation? I think for spa owners, I was thinking with expectations, right? You spend all day long talking about results, take time and maintenance and coming in for consistent services, and you can’t rush better skin, right? But that exact explanation, the one you said like a million times in consults, it’s gold for media and saying it publicly and saying it to the right audience so they can recognize themselves and come in already educated again, the console is going to be easier and faster.

You can probably upsell into other products, but you’ll also be creating a relationship with that person, so that you have a client for life. I love that. So the message is, get out there. Put yourself out there. Step out of the comfort zone. I mean, I filmed I think. Our first podcast of the year, I was talking about the things that I was going to do that were outside of my comfort zone. The first one was circadian Connect, which was amazing, and I was so glad that I did it. But between now and April, I’ve got all kinds of things that I’m doing that are not in my comfort zone. And the the joy, like of giving somebody a hug that you know, you impacted in their life in some way, just from listening to the podcast, it was worth every moment that I felt like I was going to puke.

Amazing, you know, because it’s just so nice to have those opportunities. And that’s the same thing for our spas, right? Like you as a spa, are making an impact in that individual’s life by allowing them to be calm, allowing them to breathe, allowing them to have a moment to themselves, allowing them to feel good about how they look. I mean, there’s so many ways that you are impacting them, and you don’t even realize it. Like you may realize it to a degree, but you’re not realizing like, how that is cascading down into the way that they show up, as a mother, as a partner, as a friend, you know, in all of those different aspects.

So it’s entrepreneurship is such a gift. And it’s, I think it’s okay and normal that there’s parts that are not comfortable for us. It’s, I mean, that’s 100% normal, but it’s how can we have the strength to push ourselves out of the comfort zone, to do those things, to then be able to form deeper connections and make a bigger impact? That was my takeaway from this conversation.

So I’m so happy, and I appreciate and I want to congratulate you, and like, really be able to stand in how much impact you’re making on strangers and get that hug after hug after hug that had to be an amazing feeling, besides the nausea going away, but also just like, how, you know, we make

I loved them. I loved me, like every single person. I was just like, Oh my gosh. Like, I just wanted to hear their story. I just wanted to hear it. And, like, having a face, yeah, you know, it was such a gift.

And when those hard times come and you don’t want to, you know, those things that we always don’t want to do or are terrifying of the next hard thing you need to do now, you can pull that feeling, you can pull that interaction. Because I, I somebody said this long time ago. I don’t know. I wish I knew who said it. If anyone out there knows, please let me know. But they said that personal entrepreneurship is actually personal development on crack.

Okay, so I have a version of that. I say that’s my jersey version. Jersey version. I always say that entrepreneurship is your greatest lesson in personal development, apart from having children. Oh, that’s very that’s much sweeter the way I say

That’s the Maryland version. It’s fine.

It’s fine. It because it, I think it’s really about pushing ourselves and failing and getting back up and doing it again, and no matter what’s happening or not happening, getting back at your desk, getting back on camera and doing all the hard things. I actually took a stand up comedy class last year because I was like, I need to do something that’s more difficult for me. You know, I can get up and just talk, but talking from a script and telling jokes and doing, you know, pushing myself out of my comfort zone in that way, so that when it came back to business and things were pushing back on me, I had that skill to go to say to myself, or to experience for myself, like I can do hard things. I’m capable. So those of your audience that’s listening that’s like, I’m never doing TV. I don’t want to be on camera. Let’s take that fear based reaction away and then really think about like, what happened with you, Daniela last weekend was like, how you’re impacting the people in your community, how your community is going to come into your salon or your spa and be like I saw you on the high school I was so amazing. I love I love when you said, X, Y and Z. That’s what makes it worth it. I go on national TV, you know? I do New York TV all the time. I’m shaking before that green light goes on right that morning, I’m always like, why do you do this to yourself? But I because afterwards, I’m so happy I did it. It was such a great experience, and then the reaction I get validates it and personifies it so that I can do it again.

And I think it’s it’s building resiliency. I love that, like we can do hard things, when something that I love and I feel like is like a calling for me is to help women see how incredible they actually are. Because when, when a woman. And the guys too. We love you. But when a woman understands what she’s truly capable of and believes in herself and sees herself in the way that others see her and know what is possible, that is the like, the sparkle in her eye comes and she like, takes over the world, like women are so incredible and what they can do, and so I feel like if more and more women encourage each other and celebrate each other for doing those hard things and putting themselves out there and supporting and cheering when someone’s trying something, even if it’s not perfect, like they’re out there trying, they’re out there pushing themselves, you know, and that is such a beautiful thing. So, you know, it’s okay to not be perfect at what you’re doing. It’s okay to be nervous. It’s okay to, like, not have it all figured out yet, but like, try give yourself that gift.

I totally agree, because I feel like a lot of us believe that everyone else has it together, everyone else like, I’ll tell you a quick story. So one of my first internships was refer the tonight show in LA and we had, that was the summer Jay Leno, is that okay? 95 and it was like, that was a summer. It was Tom Cruise, Tom Hanks, Arnold Schwarzenegger, like all the all these amazing people, and they would come off the set and say to sometimes even me, and I’m like this, I was like, the intern taking them to the car, but they would say it to their publicist, like, how was that? Was that okay? And you would think these A listers, which have been doing it forever, would be confident what they’re doing. No one ever came off and felt great about what they did. No, because no one does.

I think even Oprah. I’m obsessed with Oprah. She, she said the one question that, like every single person asked after was, how was that? Was that okay? Like, that’s the first thing. Like you know they want to know that way. And if you’re doing something and you don’t feel that way, or you’re like everyone else, can do it better, I promise they can’t. So if this conversation can inspire the art listeners to just do one thing that’s hard for them, that’s maybe even terrifying them, and that could be going to a chamber event, or going to a networking event, or calling their local high school TV station, whatever it is, but I ask you to be in action. I ask you to share it with Daniela and I so we can celebrate you, and we can support you on that too. But this is a question that I think might be helpful, is a lot of people say to me, Well, why me? Why am I the one to have this conversation with the world. And my response is, why not you? So when that Gremlin comes in and tells you you shouldn’t, I want you to punch it in the face and tell tell them it was from Jersey. Like, I could No, but I went, like, on salad, Jersey punch. Really Jersey punch. But I really want you to everyone to ask themselves, like, why not me? And when you can answer that question with like, yeah, why not me? There’s no There’s no answer, then let’s go and let’s do it.

That feels like the perfect place to wrap this up. So thank you. You’re so incredible. I love talking with you. I appreciate you. Where can people find you and follow you.

I think the easiest way is Beth nitic. That’s NY like New York dick. Find me on Instagram. Send me, I know, send me the word Daniela, and I’ll send you something that I just send my podcast listeners. Don’t forget to like me while you’re there and follow along for all you can learn about how to use media to actually bring in revenue.

Love it. Love it. Love it. Thank you so much, my dear. Thank you.