12 Days of Giving Day 6: How a Dermatologist Went Viral by Finally Just F*ing Doing It

Most business owners aren’t losing opportunities because they’re bad at what they do. They’re losing because nobody knows they exist. Why? Because they refuse to show up. In this 12 Days of Giving episode, I’m back with my sister-from-another-mister, Kristina Hall of Hall Social Media, to talk about one brutal truth: at some point, you’ve got to just f*ing do it**. That idea you’ve been sitting on? That video you’re scared to post? That content you’ve been overthinking for six months? Yeah. That.

Kristina walks us through the story of Dr. Lawrence Green, a dermatologist outside D.C. with 25+ years in the game and serious credentials. For years, he wanted nothing to do with video. No Reels, no TikTok, no “get ready with me,” none of it. Then she pushed him—hard—into trying something new: drugstore skincare product reviews. He said no. His wife said yes. Kristina didn’t let it go.

What happened next is what everyone says they want, but almost nobody is willing to get uncomfortable enough to earn. Those videos exploded. Engagement went crazy. TikTok comments became a content goldmine. His social presence started backing up his expertise so strongly that now he’s traveling constantly, speaking on stages, doing live Walgreens segments, and getting featured on Good Morning Washington—all because he finally leaned in and did the thing he was resisting.

This episode isn’t a fluffy “you got this” chat. We talk about ego, the fear of looking stupid, the hate and bots in your comments, and why NONE of that is paying your bills. Kristina breaks down why most posts aren’t supposed to be home runs, why you should treat social like a numbers game, and why being stuck in “content jail” (200–500 views forever) is actually a data problem, not a worthiness problem.

If you’re an expert who “doesn’t want to be a content creator,” this is your gut-check. You either keep hiding and slowly fall further behind… or you get over yourself, hit publish, and give your business a shot at the opportunities you say you want.

🎥 Watch the full episode on YouTube: https://youtu.be/NmLsAFP9TaM

As always we ask you to comment, DM, whatever it takes to have a conversation to help you take the next step in your journey, reach out on any platform!

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Chapters

• 0:00 Why hiding from content is quietly costing you clients and money
• 1:06 12 Days of Giving: showing up online for your business and your family
• 2:32 Meet the dermatologist who refused video but wanted more patients and impact
• 4:11 The lie: “If you’re good enough, people will find you” (and why that kills growth)
• 5:47 Why real experts think they’re above content and stay broke and invisible
• 7:19 Just Fing Do It: how simple drugstore skincare reviews blew up his brand
• 9:02 From TikTok comments to TV, Walgreens, and real-world revenue
• 10:38 Just Fing Post It: easy video ideas for scared entrepreneurs and professionals
• 12:14 30-day “Just Do It Anyway” challenge to grow your reach, clients, and wealth

Transcript

Stoy Hall, CFP®: 0:10

Happy holidays everyone. Happy holiday. Uh, my sister from another. Missed it. Figure that out, everybody. And if you don't know the inside joke, sorry, you'll figure at other episodes, dunno what to tell you. But today's episode is going to be titled, or at least somewhat titled, and this comes from her herself. Just fucking do it. Just fucking do it. And when it comes to marketing or ideas of things that we have to do at the end of the day, just fucking do it. You gotta get done. So without further ado, Christina, welcome and happy. Thanks.

Kristina Hall: 0:39

Happy holidays. It's crazy that it's a holiday.

Stoy Hall, CFP®: 0:43

It's, how

Kristina Hall: 0:43

do we get here so quick?

Stoy Hall, CFP®: 0:45

I dunno. I, it, it happens. It's life. Here we are.

Kristina Hall: 0:49

You get the quicker time comes. Yes. That's what it's.

Stoy Hall, CFP®: 0:52

So download us on what this, this obviously the theme of, obviously we know that, but the avatar, the person, the business owner who is listening to this right now laughing, they're at ready'cause of the title, but also going like, what do you mean? Like who am I?

Kristina Hall: 1:08

So let's start with the client avatar and our funny little joke that I took notes, Brandon. So when I think about the client that I'm gonna be telling you guys today, I think about where he started and the first thing was he's an expert, like genuinely an expert in his field. He knows his craft through and through, and he knows that. Like every other business owner, he didn't sign up to be a content creator. So even though he knew his craft, he was like, Hey, I don't wanna be a content creator. I'm, I know there are also people listening to this that feel that way. Shit, even I feel that way and I'm a content creator. You know what I mean? You know, I think about the person who prefers to stay behind the scenes, doesn't necessarily wanna get on camera. They're running the business, right? They're, they wear all the hats. The last thing they wanna do is be the front and center of the business. I know a lot of people as well who feel like that, right? We don't wanna be front and center, we just kind of wanna be in the Maxine. Again, I'm with you. I feel the same exact way. Or maybe you're somebody who just feels extremely awkward creating content, right? Like. Hey, we've all been there. It takes a lot of practice, but yeah, like it's, it's definitely awkward talking to a camera by yourself. You know that that's weird as hell. Um, but you're probably also the person that knows that you have to do social media and that you have to do video content, right? And so it's like we have all this, all these things that are floating through our head, all of this resistance. But at the end of the day, we do know what. To get done. Right. And that leads me to Dr. Lawrence Green. Dr. Green is a dermatologist in Rockville, Maryland. It's right outside of the DC area. Um, he's been in the game for like 25 plus years. He is the vice president of the American Dermatology Academy. The man speaks every week, it seems like at a conference or something. He's always on the plane, right? He's very well known in the industry. I met Dr. Green back in 2019 when I first met him. Reels weren't even a thing yet, like that wasn't a thing. But video content was starting to. Trickle in. And my big rule of thumb with social media is if there's a new feature, try to do it. Like use it. Like that's the whole point that's gonna help you get breach. So I had been working with Dr. Green for about a year before reels came out. And so it was, yeah, right now about 2020 during COVID reels talked was August, I can't believe I remember that date. August, 2020. And so now we're like, okay, we have a new way of pushing out video. We have a new way to like really be exposed. And he's had a lot of videos actually blow up on the platforms. Now with that being said, this man wanted nothing to do with video when I first met him, which I'm sure a lot of you listening feel the same exact way. He was like, well, no, I'm not getting on video doing this. And I was like. Okay, sure. You haven't worked with Christina Long enough because Christina gets her way every single time, and sure enough I did like, and so you know, I start to get him going on videos and he's starting to see the results. Obviously COVID was a time where a lot of people were online, so like if you hit the algorithm, you had a pretty good chance of being exposed. So he was seeing results, which was, which was beautiful, right? We're like, great. We're seeing results. We're getting the traction, we're gaining more followers. Awesome. So let's fast forward to 2021, right, so we're in 2020 now. We're in 2021. We have been doing reels, a lot of video content. I can't till this day, cannot get this man off a video like it's video or bust with him. Like, he's like static post. No, thank you. I want video all the time. And so, uh, him and his wife were in Miami and I went out to dinner with them and I think that was actually the, yeah, that was the first time I ever met them in person. And as we all know, content is always evolving, it's always changing and unless we know as a fan in the ass to keep up with, but you have to keep up with it. And you always have to test different ideas out. We never know what's gonna work. Something that could have worked for you. Clockwork, you know, six months ago might not work for you now. And so that's why it's really important to change up your content, especially when it starts to feel stale. And so we go out to dinner and I was like, I'm gonna pitch in on this idea while I'm at dinner, like, let's get this going. And so we get a really beautiful, nice bottle of Italian wine, Italian, I hate Italian wine, and this was delicious. So I was like, all right, here's my chance. Let's dive into this. And so I ended up to eight 10 pay. I have an idea. I know you're gonna have some resistance to it, but hear me out. And that's when I pitched to him to do, um, drugstore product reviews. Obviously a lot of people, especially now, are really into skincare and stuff, but skincare on the budget would be great'cause this shit is fucking expensive, right? So with that being said, um, I was just like, you should do drugstore product or use, talk about the different products, like cleansers, moisturizer, whatever, right? I was like, I promise you this will do well. And he was like, no. And I was like, yes. His wife looked at him, he goes, she goes, Larry, just listen to her. And he was like. Okay, fine. I'll give it a shot. This was in 2021 till this day. It's our main piece of content till this day, 2025 gonna 2026. Our main piece of content. But it's not just about that. Right? So like what happened once we started to implement these drugstore videos? Well, the first thing is we saw crazy growth on. We already were doing decent on TikTok because he would do extraction videos, but this just brought us to a whole new level, and it was really more so from the engagement piece than anything. I'm able to fuel all of his content based on comments from TikTok, which is pretty amazing, right? To get all that kind of engagement. But. People are into skincare. Dermatology too is like just one of those fields that does really well on social if you do it right, and so I, I do wanna put that out there. It's a little bit easier, but nonetheless, people were really into it. And I mean, across platforms, we gotta be over 12,000 followers across platforms. And it was because of these specific videos, right? And that's just social media growth, right? We're not even talking about the growth that happened outside of social media. And so what was really fucking cool, I was like, this is my moment, is when I got to watch a good morning Washington DC segment and see all my graphics that my team created, scrolling. And I was like, holy shit. Like this is incredible. And he did this full segment and we were all like, oh my God, your social media is great. It's so knowledgeable, and education and X, Y, Z, right? And then they took it a step further and they did a segment inside of Walgreens. They literally did a drugstore product review on Good Morning, Washington, dc. That one little idea I had that he literally told me, no catapulted into so much more. And I'll tell you this, I'm not saying that socialism main reason or anything, but because his social presence is strong and he is so. Known in like the dermatology industry. He was not doing as many speeches and speaks and stuff. Or like conferences and stuff that before this, right? Like I've known this man since 2019 and I never saw him travel the way I have in the last three years. And it's just been, and again, not saying that, oh, social media is driving that, but I'm saying it helps it because it backs him up. And I always admit. He doesn't get patients from social media. That's not what we're using it for. Really it's exposure of his crop and his expertise and like just how prominent in this industry he is. So that's why the title of this episode is just fucking Do it, because if he didn't just fucking do that, would all of that stuff happen? No,

Stoy Hall, CFP®: 9:02

not much. Talk. Talk us through like where you think, and I don't know if you've talked to him about this. I mean, it's been a while. Where was he mentally and why he was saying no. Right? Because in 2019 he didn't think in 2025 that he's traveling every week to speak. And I don't think that was probably a part of your whole strategy yet at that point. But where was he mentally, emotionally with like saying, no, I'm not doing those reviews.

Kristina Hall: 9:26

So I don't think this will go back to like your typical client. And I will be honest with that. I, if anybody knows him. They know how much he loves me and what it really came down to was trust, like honestly. And so, but I know not everybody has somebody that they're working with and I get that right? And so, you know, for him it came down to trust. He trusted me. He trust my expertise. And to this day, he lets me do whatever the hell I want. Like if I'm like, Hey, let we do, get ready with me, that was totally his idea. That was not my idea. Seeing a 62-year-old man doing get ready with me is ridiculous. Um, but ours really came down to trust. Um, and I don't think he ever had anybody explain to him growth in the way that I did. So I think when we were speaking about video and what I was expecting from him, I honestly think I made the process a lot easier for him. Now, if you're somebody who doesn't have anybody to work with, you just gotta get the fuck over yourself. Like that's just what it comes down to. And you know, you're not gonna have somebody who's gonna say, Hey, no, I know this is gonna work. You're not gonna have somebody to give you that extra push. You gotta give yourself that extra push. So, and I, and I say this a lot, like if you think it has a chance of being relatable or you know it has a good message about it, just go for it. Literally just do it. Not every post is gonna convert. Not everything is gonna lead. It's, it's not meant to. It's not supposed to. But if in your gut you're like, I feel like this is a good idea. You've gotta try

Stoy Hall, CFP®: 10:55

what? What worst could happen. No one sees it. It has minimal use. Like, I'm

Kristina Hall: 10:59

even like that with sales now. I'm like, I did this the other day. Like somebody didn't answer to my proposal. I'm like, fuck this. I'm sending her the contract. I have sent the contract. She signed it. She's paying the invoice today. Right? It was like, what's the worst that can happen? She sign the contract.

Stoy Hall, CFP®: 11:14

I, I wanna say, and this is coming from me personally when I'm doing content stuff or thinking through ideas of. We try to create as content creators, try to think of like our people who we're trying to talk to, but also we negatively, without even thinking about subconsciously. Like we also don't want the haters to come out and then we have to defend what we're talking about, right? It's like twofold. The thing is you have to get over that other part of it because it's gonna happen regardless. There are bots everywhere attacking you for everything, right? But if you trust what you're saying and exactly what you're saying is, you know, one not illegal and and stuff like that, then you're good. Right. Just back it up because I think the other part of it is, and you can quote me if I'm wrong, even engaging with bots, even though though you know their bots and engaging in a way that everyone knows that they're bots. Yeah. Also helps your algo because it helps your engagement and it keeps going and going and going. So actually utilize that as more of a, a positive. And not a draining, oh my God, this person's saying this and now I have to reply and I get it. I've been there. It gets exhausting. But if you can flip the script in your brain of saying, I know they're a bot, I'm gonna call that out and we're gonna keep engaging, then when the people that you want to see it look through it, they're gonna get your personality and go, oh hell, they're hilarious. And like they know that's a bot. Right. Um, what do you say to. Making sure that one, after you just fucking do it, and what you're afraid of is typically getting attacked or feeling or looking a certain way. Now what? From that right, we've got. We're doing it now. How do I adjust to the next part?

Kristina Hall: 12:48

You gotta keep doing it. I don't think you could adjust to the next part until you keep doing it. We all know that things are uncomfortable until they're not. And I know that's like a bullshit answer, but it's, it's literally true. Like I don't, I don't know what else to tell you. It's like I get it. Like there's plenty of times I look back on a concert even now and I'm like, why did I say that? Or why did I. Like, why do I look like that? I mean, shit. Even the last episode we did, I wanted to rerecord because I was like, what happened there? Like, I don't even know. Right? And story told me no. And you know, we just put it out there and I got over it. And like, I think the thing to remember is too like. Give it. Think of like a, like a 24 hour, right? Like once it's up there, it's up there, it will get the initial engagement. People forget about it in two days, and if they don't, well then you did a damn good job and you got a good video. Right? And so, yeah, you know, I think it really just comes down to an ego. It just letting go of your ego like. And I always tell people like, at the end of the day, are the haters or the bots or like whoever, are they paying your bills? No. Do you need to do this in order to be successful? Yes. So you, you are scared and you continue to fall further in the hole or you get the fuck over it and you're on your way to like more success. It's not easy. Like I'm not gonna drive. I know. I make it sound like it's a little more easier than it's, I know it's not easy, but it's just the nature and you're not the only one. We're all making ourselves look like assholes on, come on, join, let's do it.

Stoy Hall, CFP®: 14:24

No, and then we talk about it all the time in my industry.'cause it's. Cluster it itself. At this point, I just want it to go bad or good. I don't want it to be middle of the road, like gimme something that's really crap people are calling me out on or something that goes viral because then you can do something, you can learn from it, you can engage with it. It's when you go through the mundane, like stuck at the 500, the 200, whatever they call it nowadays, but like

Kristina Hall: 14:46

200 jail or whatever it's, yeah.

Stoy Hall, CFP®: 14:48

When you're stuck there and there's no bad or good, you're just like, well, what am I do? Like, what am I doing this for? And I, and

Kristina Hall: 14:54

we've been there plenty of times, like, we have, it happened to us. Like it, it, yeah. Like that's bad and it's tough, but like you're like you're saying learn. You have to learn. Like I think once you can start treating social and content as like a numbers scheme in your head, like really lean into the metrics and be like, ah, this shit tanked. But why do I think it tanked? Right. Use it as a game, it, it becomes a lot easier because you, you really do start to detach from it and, and again, like stop thinking. Social is the end all, be all. If you're not doing the other things, then like, social doesn't matter anyway, so.

Stoy Hall, CFP®: 15:32

Correct. So, well, I, I appreciate everything. Happy holidays to you, our listeners, and everybody to end this. What was the name of the theme again,

Kristina Hall: 15:42

bro? Fucking do it.