Catch the Latest Episode of Spa Marketing Made Easy
As a spa professional, one of the biggest keys to creating a life you love is getting more clients in the door. Easier said than done, right? With the Spa Marketing Made Easy Podcast, you can get all the tools you need. Join host Daniela Woerner, licensed esthetician, to get simple, proven strategies for marketing your spa business.
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- mindset
When I speak with aesthetic experts who have recently taken the leap to start their own aesthetic business whether it’s as a solo practitioner or a spa with a team of aestheticians, one of the most common questions I get asked is, “how do I build a business that lasts?”
We’ve all heard the stats: 20 percent of small business businesses fail in their first year and 50 percent within five years.
It’s not exactly a hopeful statistic when it comes to longevity, and that’s why I love to share stories like those of my guest on this episode of Spa Marketing Made Easy, Shannon O’Brien.
Shannon is an industry vet with over 17 years of experience where she has started and grown not only a successful day spa in Tahoe but has also moved on to a new area, launched again as a solo practice and built it up with a team and a boutique to boot.
She knows what it takes to build a business from the ground up, scaling her team and services, and building a brand that will be successful for the long haul, but this journey didn’t come without its bumps in the road.
In this episode, Shannon and I are getting vulnerable on what it looks like to navigate the entrepreneurial journey through tough seasons of life and how you can find beauty in the breakdown to help you build your business to the vision of success you hold, and even beyond your wildest dreams.
Today, Shannon is the founder of iSugarUniversity where she is bringing sugaring education and community to the online space, and I’m so excited for you to hear her inspiring story of how she arrived to where she is today.
I know her story will give you hope, especially if you’re in the midst of a rough patch of life or business, but even if you’re not, her story is a case study in the grit and perseverance needed to succeed, and is chock full of takeaways that will help fuel your growth personally and professionally.
In this episode, we discuss:
- Shannon’s evolution as an aesthetician who owned a successful day spa and moved to a whole new city to start over
- How Shannon discovered sugaring, how it compares to waxing, and why it’s a beneficial treatment to be able to offer your clientele
- Shannon’s top tips and mindset shifts for navigating difficult seasons of life and business-ownership to build the dream you envision for your life
- Why finding your focus is one of the most critical entrepreneurial skills you should develop
References Mentioned in Episode #082: Finding Beauty in The Breakdown with Shannon O’Brien of iSugarUniversity
- Learn more about Shannon’s iSugarUniversity and Sugar Tribe by visiting her website
- Connect with Shannon and iSugarUniversity on Instagram and Facebook
- To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.
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- leadership
Last year I was honored to be able to join in on the Beauty Business Summit virtually, but this year, I’m thrilled to be hitting the sands of St. Pete and attending the 2nd Beauty Business Summit live!
If you’re a long-time listener of the podcast, today’s guest, Maxine Drake, will be a familiar voice as she was a guest on episode #014 where we talked about all the things that were leading up to the inaugural Summit, which in case you missed the word on social media, was a massive success!
And now in the blink of an eye, it’s time for round 2, and you might be thinking, “Is this for me?”
First, let’s start with the fact that it’s no secret that professional networking and continuing education are crucial for growing as an aesthetic expert, however not all events are created equal.
Some focus more on the continued learning, without much time for connecting with industry peers or educators, while other events are all business. Both of those events have their place and exist to meet certain goals.
But the beautiful thing about the Beauty Business Summit is that it’s a little bit of everything a beauty professional needs to succeed and is an authentic growth experience for the heart, mind, and body.
Maxine is the embodiment of community over competition, and based on what she has put into this event this far to make it take shape is a true testament on how it is (and will continue) creating impact in the industry, and that’s a really exciting thing to be a part of, so I hope I’ll see you in St. Pete!
In this episode, you’ll hear:
- The origin story and the purpose of the Beauty Business Summit
- How Maxine is working to elevate the aesthetic industry through the Beauty Business Summit’s mission
- What kinds of beauty professionals the Summit is for and who will reap the greatest benefits
- Maxine’s vision for this year’s summit and how she anticipates it evolving in the future
- The big reveal of this year’s keynote speaker!
References Mentioned in Episode #080: Behind the Beauty Business Summit with Maxine Drake
- See all the details on the Beauty Business Summit and save your seat by clicking here
- Follow the Beauty Business Summit on Facebook and Instagram
- And connect with Maxine on Facebook and Instagram
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.
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- products
When my dear friend Nai’a, who is my guest on this episode, sent me some products from the new skincare line she began working with, I was excited…
I know anything she loves and represents will be something I’ll also love, but guys, this brand has blown me away.
See, I’ve consulted with a number of the top physician dispensed skincare brands, so I’ve got products galore (not a bad problem to have), but it can also be hard for me to pick true “favorites.”
But after trying ALASTIN, I’ve got favorites. That’s right, plural, multiple favorites.
In addition to having fantastic everyday use products for your day to day skincare regime, the products that have been formulated to work with specific treatments such as CoolSculpting, bring this brand to a whole other level, which is why I wanted to bring Nai’a on the show.
Together we dive into the science behind the brand and the story of how it all got started, plus how ALASTIN Skincare’s products can elevate the results you’re helping to achieve for your patients and clients.
In this episode, you’ll learn:
- Nai’a’s journey from aesthetician to becoming a product rep
- The origin story of ALASTIN and why the founders set out to carve out a new market within the world of medical grade skincare
- A breakdown of the various ALASTIN product lines, the science behind the products, and how they coincide with treatments being offered at various practices
- My favorite ALASTIN products and how you can win one of my favorites!
References Mentioned in Episode #081:Uncovering the Science of ALASTIN Skincare with Nai’a Bradshaw
- Learn more about Alastin Skincare and specific products mentioned in this episode by visiting their website
- Keep the conversation going and connect with Nai’a inside the Spa Marketing Made Easy Facebook community
- And don’t forget to take your screenshot of this episode, share it, and tag me at @addoaesthetics on Facebook or Instagram to be entered to win our Alastin HydraTint giveaway.
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.
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- marketing
The 2020 Aesthetic Marketing Seminar is going VIRTUAL!
Save the date (and your FREE seat!) for August 24-25 for the 2020 Virtual Aesthetic Marketing Seminar, which will feature top experts in the spa industry speaking on today’s most effective marketing strategies to build, grow, and scale a successful aesthetic business.
[ Click Here To Save Your FREE Spot Today ]
EP 079: The Spa Marketing Keys to Increasing Your Foot Traffic with Stacy Tuschl
Online excitement and engagement are nice, but at the end of the day, the marketing metric that matters most for your spa is…can you guess?
Foot traffic!
If clients and customers aren’t actually making it into your business, your online marketing efforts aren’t going to translate into sales, but then comes the question, how DO you get people to take that step through your door?
Well, that’s the million dollar question.
Literally.
In this episode of Spa Marketing Made Easy, I’m talking with my friend Stacy Tuschl, who in addition to being a business coach, marketing strategist, and best-selling author, also started a local business (a dance studio) that began in her parents’ backyard when she was just 18 and today is a 7-figure business with multiple locations that Stacy still owns and operates.
In this episode, we cover everything from client retention marketing to social media marketing to the crucial pieces of marketing you need to have in place to continuously drive foot traffic through your doors both from new clients and existing clients.
If you’ve been a long-time listener of the podcast, you know that I’m a huge advocate for focusing on keeping clients and not running on the hamster wheel that is constantly having to acquire new clients, which is why I love everything that Stacy is preaching in this episode.
Marketing isn’t solely for the people who’ve never heard of you before; it’s also for the people who have already decided to buy from you and still stand to be a massive source of profit for your business.
Tune in to learn:
- Stacy’s entrepreneurial origin story and her journey to growing her 7-figure local business empire
- The one thing she and her team do with every new client at her dance studio and what you need to be doing to bridge the connection between your brick-and-mortar and online presence
- How to choose what to focus on when it comes to social media and gain visibility using leverage
- The three points of Stacy’s Foot Traffic Framework and the power of PR and social proof for more sales
References Mentioned in Episode #079: The Spa Marketing Keys to Increasing Your Foot Traffic with Stacy Tuschl
- Learn more about Stacy and her work by visiting her website
- Connect with Stacy on Facebook and Instagram
- Listen to the Foot Traffic Podcast and join the Foot Traffic Community
- Listen to Episode #061 where we feature Gisel of Elevate Esthetics who was mentioned for obtaining local PR opportunities
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.
The 2020 Aesthetic Marketing Seminar is going VIRTUAL!
Save the date (and your FREE seat!) for August 24-25 for the 2020 Virtual Aesthetic Marketing Seminar, which will feature top experts in the spa industry speaking on today’s most effective marketing strategies to build, grow, and scale a successful aesthetic business.
[ Click Here To Save Your FREE Spot Today ]
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- e-commerce
If you’re an aesthetician who has branched out into the world of going solo or opening up your own spa, whether you know it or not, you’ve got the entrepreneurial bug.
And if you haven’t experienced it already, you likely will soon, that having the entrepreneurial bug means big dreaming with endless possibilities.
Maybe those big dreams entail growing a team or expanding to multiple locations, or if you’re like my guests in this episode of Spa Marketing Made Easy, it could mean starting your own skincare line.
Now I’m not just talking about private labeling some products, although that is a fantastic avenue to explore, especially as you’re starting out with crafting your spa’s retail strategy.
(And if you want to learn more about this, be sure to go back and listen to Episode #048 with my dear friend Nicole Di Rocco.)
In this episode, my guests Alana and Jared Mitchell are discussing their journey of building a successful e-commerce store and launching their own proprietary skincare line that has exploded all the way to crossing the 7-figure mark and continues to charge full steam ahead.
Alana and Jared started as day spa owners and quickly saw the opportunity for potential growth that existed in the online and e-commerce space, so they put their entrepreneurial skills to work and began building their empire.
Tune in to hear about their journey to branching out beyond the treatment room and into the digital realm and how you can take your big dreams and scale them to wherever you set your sights.
In this episode you’ll learn:
- How Alana and Jared started as day spa owners and saw an opportunity for growth in the area of e-commerce and internet selling
- Their journey of starting their initial website and how it evolved into Alana’s own skincare brand
- What Alana and Jared spent the majority of their time on to build their businesses to 7-figures and beyond plus how they manage to balance their relationship, family, and home life with their entrepreneurial dreams and goals
- The most powerful activities Alana and Jared contribute to their exponential growth and motivation for achieving any dream you set your sights on
References Mentioned in Episode #078: The Journey of Growing an E-Commerce Empire with Alana and Jared Mitchell
- Learn more about Alana and Jared’s companies at Alana Mitchell and Skincare by Alana
- Connect with them on Facebook, Instagram, and YouTube
- Join the Skincare by Alana Facebook group for skincare and product tips from Alana
- See Alana and Jared speak at the Skin Inc. Face & Body Expo in San Jose in August 2019
To keep the conversation going, ask questions, and connect with other like-minded aestheticians building thriving careers, click here to join the free Spa Marketing Made Easy Podcast community.
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- mindset
Maybe you crave the freedom to set your own schedule.
Perhaps you want to have the choice of what protocols and products you use with your clients, or you want all the perks you’ve heard about being your own boss as a solo aesthetician.
No matter the reason, there’s no doubt that operating as a solo aesthetician comes with a variety of benefits, but one thing our industry tends to not shine as much of a light on is the behind-the-scenes.
The reason being: sometimes the behind-the-scenes isn’t as desirable or “sexy” as what you see paraded as the benefits of being your own boss.
Now don’t get me wrong, these less-than-desirable things don’t make being an entrepreneur any less of an excellent choice, it just makes for one that should be thoughtfully considered before taking the leap into operating as a solo aesthetician.
Why?
Because not everyone is cut out to run their own show or take on the endeavor of entrepreneurship.
That’s why in this episode of Spa Marketing Made Easy, I’m sharing some of the biggest lessons I’ve learned on my path in building a business as well as the key factors you’ll want to think long and hard about before taking the leap as a solo aesthetician.
Here’s what you’ll learn:
- Why the spa industry lends itself well to branching out on your own using your unique skill set
- The pros, cons and major lessons you’ll learn as a solo aesthetician
- And the three questions you need to consider to decide if being a solo aesthetician is the right fit for you, your goals, and your circumstances
References Mentioned in Episode #010: Is Being a Solo Aesthetician the Right Fit for Me?
- Ready to create your own success as a solo aesthetician? Click here to access a vault of step-by-step marketing strategies, video masterclasses, and more!
- Read The E-Myth Revisited by Michael Gerber
- Ask questions, receive feedback and support from fellow aestheticians within our free Aestheticians Connect community.
Help us reach and measure our goal of impacting the lives and careers of 500 aestheticians by subscribing to the podcast and leaving us a review on iTunes!
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- marketing
When you hear the word “brand,” does your mind automatically think “logo”?
Well, I’ve got news for you, your logo is not your brand. But don’t worry, I once had the same thought just as little as five years ago.
But as I began to build my business, I began to notice that while, yes, your logo is a visual piece of your brand, your brand as a whole is so much more.
It’s the glue that holds all your marketing efforts together and is the vehicle for spreading the values that you and your business stand for.
Needless to say, it’s crucial that your brand is accurate and cohesive to be effective in drawing in your ideal clients.
In this episode of Spa Marketing Made Easy, I’m walking you through the top three reasons why you need to consistently reassess your branding on both a quarterly and annual basis, and I’m also taking you through the four major components of your spa’s brand step-by-step.
After listening to this episode, you’ll have a clear roadmap for how you can reassess your brand for small tweaks throughout the year as well as an annual revamp if you find that it’s time to make some more substantial shifts as you and your business evolve.
Here’s what you’ll learn in this episode:
- How your brand cohesively connects your online presence with your client’s in-spa experience
- Why you should check-in to reassess your brand as often as every quarter
- The three primary reasons why your brand might be due for a revamp plus the danger of shifting your brand too much, too quickly
- And the top four facets of your brand that you’ll want to evaluate for clarity, accuracy, and consistency
References Mentioned in Episode #011: How to Revamp Your Spa’s Branding
- Click here to download the free Brand Revamp Checklist that goes over the four areas of your brand to reassess and revamp throughout the year.
- Join our free Facebook community, Aestheticians Connect, where you can receive support, accountability and feedback from fellow aestheticians.
- “Like” the AddoAesthetics Facebook page and join me LIVE every Wednesday to chat with me and get your questions on the week’s podcast episode answered.
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- marketing
Early on in my career as an aesthetician, I learned the value of looking to my fellow aesthetic peers in the salon industry as a valuable two-way relationship.
Whether it was forming a referral partnership or developing a gift card marketing strategy, when you serve the same clientele with complementary services, the opportunity is a natural fit!
And from that early realization in the value of working with salon professionals, I’ve always found it interesting to learn about how the salon industry approaches various facets of business such as retail sales and metrics compared to that of spas.
In this episode of Spa Marketing Made Easy, I’m satisfying my curiosity (and getting a little nerdy with numbers) as I chat with salon industry veteran and Chief Financial Officer of Scottfree Salons, Amy Coats, all about the metrics that go into gauging the health of your spa or salon.
Now I know metrics doesn’t seem like the most fun business topic to explore, but as Amy explains, when you understand what you’re measuring, see the benchmark, and have a guideline for growth, watching those numbers go up can become a huge motivator in moving toward your vision for success!
Even if you’re not convinced yet, after listening to this episode, I know we’ll light a little fire under you to crunch the small numbers that can make a massive impact.
In this episode you’ll learn:
- The most important metrics to keep track of to gauge the health of your business
- How the standard benchmarks in the salon industry compare to that of the spa industry and strategies for how we can work together to create smart partnerships
- Why client retention should always be a top metric to measure and ideas for how to keep current clients engaged and connected while simultaneously drawing in interest from new clients
- How to use your metrics to manage the growth actions and tactics you’re currently focusing on
References Mentioned in Episode #012: The Must-Have Metrics for Understanding Your Spa’s Growth
- Learn more about Scottfree Salons via their website, and follow them on Facebook and Instagram.
- Read “The Value of Keeping the Right Customers” in Harvard Business Review.
Join the free Aestheticians Connect community on Facebook where you can ask
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- mindset
As service providers, especially aesthetic experts who are inclined to give so much of ourselves to see our clients happy, it is all too easy to neglect our own self-care.
However, as my guest on today’s episode, Kimberly Spreen-Glick, explains, if we don’t fill up our cup first, we can’t expect to be able to provide our clients with the highest level of quality that we’re capable.
With over 25 years in the fitness, yoga and wellness industry, Kimberly has worked as a teacher, trainer, coach, program developer and director and has presented at workshops and conferences all over the world. In 2017, she founded the Make A Difference Academy, an online platform that provides inspired growth for Difference Makers everywhere, and remains a passionate student of life who uses her gifts to help others feel empowered to be themselves, let their authentic light shine and live the life they were meant to live.
In this episode, she shares the why and how behind her three critical steps for cultivating self-care, maintaining presence, and balancing our energy, especially as service providers.
If you find your mind wandering during treatments, feel mentally burnt out by the end of a workday, you’re finding it tough to find inspiration or motivation for growth, or you’re in an emotional rut, I know you’ll find the insights and takeaways Kimberly shares in this episode to be light-giving on a variety of levels, and I can’t wait to hear how it inspires and motivate you.
Be sure to share those takeaways with me by leaving a review or posting in the free Aestheticians Connect community.
In this episode you’ll learn:
- The importance of, plus how to initiate a consistent self-care practice
- What role self-care plays in our businesses in addition to our mental and physical wellbeing
- Inspiration for how you can fill up your self-care cup that doesn’t require any more than a few minutes of your time
- Why it’s paramount to our lives and business to maintain a mindset of continued learning and growth
References Mentioned in Episode #013: 3 Ways to Create Balance as an Aesthetician with Kimberly Spreen-Glick
- Connect with Kimberly via her website and on Facebook, Youtube, and Instagram.
- Enroll in Kim’s free mini-course, “Discover The 3 Simple Ingredients Anyone Can Use to Live an Inspired Life.”
- Learn more about Kimberly’s Make A Difference Academy and connect via Facebook and Instagram.
- Check out the expert resource recommendations for Iyanla Vanzant, Dr. Wayne W. Dyer, and Marianne Williamson mentioned during this episode.
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- mindset
As aestheticians, I wholeheartedly believe we provide more than just beautiful skin. We’re also healers and confidence creators, so when I heard from one of my guests on today’s episode that 50-60 percent of aesthetic schools have closed since 2009, I was honestly shocked.
I had no idea our industry was experiencing such a shortage of educational avenues, and it got me thinking, “How can we as aestheticians be doing more to support and enrich the community and industry we’re a part of to ensure that it doesn’t slowly die?”
As I pondered that question, one of my guests on today’s episode, Maxine Drake, a leading spa consultant and coach, stepped in to help shed light on the subject and share how she’s giving back and creating educational opportunities on a larger scale.
Along with Maxine, I’m also talking with Malinda McHenry, a veteran aesthetics educator and Co-Owner of Bronzed n Beautiful (among many other notable accolades), about the current state of aesthetic education, the importance of giving back to the aesthetic community and industry, and how we can continue to professionally thrive through education.
In addition to those topics, we’re also talking about the incredible event Maxine is hosting in Hawaii on October 14 and 15, the 2018 Beauty Business Summit!
When you buy your ticket to the Summit, not only are you investing in your professional growth, but you’re also giving back to the aesthetic community since all proceeds from the event will go toward a funding grant for an aesthetic education institution.
I’m honored to have been invited as a panelist at the event where I’ll be speaking on “Retail Selling With Confidence.” I would love to meet you and learn with you there, so get your ticket today!
During this episode you’ll learn:
- The current state of aesthetic education institutions and why it’s critical they receive outside support from those thriving in the aesthetic industry
- Various ways we can give back to the aesthetic industry by imparting our gifts of knowledge and helping up-and-coming aestheticians gain greater experience
- How Maxine saw an opportunity to help up-level aestheticians’ business acumen while simultaneously giving back to aesthetic education through the Beauty Business Summit
- The benefits of participating in industry events and making professional connections
- How you can get involved with giving back no matter where you’re located or how much time you have
References Mentioned in Episode #014: Giving Back and Owning Your Role in Supporting the Aesthetic Industry
- Learn more about the 2018 Beauty Business Summit and to get your ticket.
- Apply for your school to be a candidate for the Beauty Business Summit Grant.
- Learn more about Maxine via her website and schedule a complimentary coaching call by click here.
- Learn more about Malinda and connect with her via LinkedIn.
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- mindset
When I first traveled to Japan in 2016, I immediately fell in love.
Not just with the place, but with the people.
They’re kind, inviting, present and take immense pride in their work, and as I explored some of their most prominent cities, I noticed that my experience with the people remained constant whether I was in a 7/11 convenience store or an upscale sushi restaurant.
Needless to say, it’s not uncommon to be inspired by travel, but Japan and its people genuinely offer an experience that’s uniquely it’s own, and I believe we have a lot we can take away and bring into our spa client experience.
So, in today’s episode of Spa Marketing Made Easy, which I’m recording while on my second trip to Japan, this time to Kyoto, I wanted to share while immersed in the surrounding culture, the three core principles that I’ve experienced within the culture and among the Japanese people that you can use them to transform and enhance your spa’s client experience.
In this episode you’ll learn:
- What it looks and feels like when you make people your priority
- How details matter when crafting a client experience that leaves a lasting impression
- What it means to be “simplistic” in a way that adds immense value (without creating a ton of extra work for you)
- How approaching an attitude of gratitude and service is one that can only come authentically
References Mentioned in Episode #015: 3 Takeaways from The Japanese Culture to Enhance Your Spa’s Client Experience
- Learn more about cultivating a presence practice by listening to my discussion with Kimberly Spreen-Glick in Episode #013 of Spa Marketing Made Easy.
- See the culture and mindset of the Japanese exemplified in the documentary, Jiro Dreams of Sushi.
- Join the free Aestheticians Connect community and give your feedback on this episode or ask questions within a supportive community of like-minded aestheticians working to create thriving careers.
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- mindset
Do you consider yourself an entrepreneur?
Traditionally speaking, an entrepreneur is someone who owns their own business, which if you own a spa or operate as a solo aesthetician, would mean that you’re an entrepreneur!
But even if you work as an employee for a spa, and don’t necessarily have aspirations to run your own show, the insights shared in this episode of Spa Marketing Made Easy will still apply because as you’ll see, every successful spa expert needs to possess these key qualities to achieve their definition of success.
After all, as an employee, you still have sales goals to meet and client bookings to fill, right?
So, as long as that’s the case, there’s always room for improving our entrepreneurial traits in skills, and this episode will help you do just that.
Today I’m joined by my good friend, Nicole Simpson, an aesthetics industry educator, aesthetician, international speaker, and most recently the AVP of Global Education for SkinCeuticals.
She’s traveled and worked in more than 37 countries educating on the skin, cosmeceutical science, as well as on business development and social media for aesthetics clinics around the world.
And as a co-founder of Aesthetic Influencer, an aesthetics education and support company created to provide the aesthetics industry with resources for business and social media growth, Nicole remains at the cutting edge of the aesthetics world to carry out her mission of elevating and supporting the industry she loves.
(You may also be familiar with her as she is one of the panelists from the Aesthetic Marketing Seminar I hosted in San Diego this past spring!)
In this episode, we discuss which qualities every skincare and spa entrepreneur needs to have and develop to build sustainable success on your terms.
Here’s what you’ll learn in this episode:
- Why it’s critical to define your vision for success and how that aligns with the journey you take to achieve it
- The purpose of “starting with why” and how to find your “why”
- How your “why” and purpose helps you overcome entrepreneurial roadblocks the steps you can take to cultivate your why further and have it drive the actions you make in your work
- What a successful entrepreneur’s mindset consists of and the consistent attributes between successful entrepreneurs
- How understanding your own personality and perspective allows you to shape your journey to success
References Mentioned in Episode #016: The Key Traits and Practices to Become a Successful Spa Entrepreneur
- Connect with Nicole via her website, on Facebook and Instagram.
- Learn more about Simon Sinek’s “Start with Why” via his book and by watching his TED Talk.
- Read “The Big Leap: Conquer Your Hidden Fear and Take Life to the Next Level” by Gay Hendricks.
- Take the Myers–Briggs Type Indicator test.
- Join the free Aestheticians Connect Facebook group.