You Don’t Need More Clients, You Need A Better Business Model - With @bylaurenjohnson

If you feel like you need more clients to make more money… this episode is your reality check 👀 

Because more clients isn’t the answer - a better business model is.

I’m joined by my first ever guest, @bylaurenjohnson, who helps business owners build passive income, create multiple income streams, and scale in a way that doesn’t lead to burnout 🔥 

We break down why being fully booked can still leave you stuck, and how to start scaling your income without burning out 😴 

🧠 WE COVER:

• Why fully booked doesn’t equal successful

• The truth about passive income

• How to stop trading time for money

• Building income streams that support your life

🔗 CONNECT:

Lauren: @bylaurenjohnson

Us: @theskindustry_

If you loved this episode, share it to your story and tag us so we can repost 🫶🏼

Please subscribe and rate us 5 stars to help push the podcast even further so we can have even more amazing guests on!

If your income stops when you do... it’s time to change the way you’re doing business 🤍 

Transcript

SPEAKER_01 0:00

Hello, welcome back to the skin industry. We are on week nine, I think it is now, and this is a really exciting episode because today we have our first guest, Lauren. So I would love to introduce you to Lauren and she's going to tell you a little bit about who she is and what she does.

SPEAKER_00 0:17

So I'm Lauren and I own by Lauren Johnson. I do business coaching, but I began in aesthetics and training. So I've had a clinic and academy now for eight years. Um and just recently last year I went into business coaching. Super exciting.

SPEAKER_01 0:35

So you've had your own clinic, so you you understand like what it's like to actually be running the business as well as then the coaching side as well. So you you've done both sides, so that's always really helpful. Because there's nothing worse than a coach that just tells you what to do but has never actually lived it.

SPEAKER_00 0:51

Never lived an experience, and I felt that's what I kind of went like where it all began because when I was end up training students, I was kind of like letting them know all about the business as well. And then it kind of became overwhelming because it's such a like thing when we do a training course and we get the certificate and we feel really confident, we've had a really good trainer, and then it's you get that certificate and you're kind of like, What now?

SPEAKER_01 1:18

Yeah, like it's to do a training course that includes obviously the thing that you're training in, and then all of the business side as well. I feel like it would have to just be days long. Like there's just so much information, so it is it's really hard to get it all into one thing, and I think that's where coaching really does sort of come in, especially in this industry as well. And there are so many courses that just it is just here you go, here's what you do with the treatment-wise kind of thing.

SPEAKER_00 1:45

Yeah, yeah, off you go. Yeah, it's so hard now because there's just so many academies. When I began, there was just taught there wasn't that many academies, and it just became like it becomes more and more and more. So it's kind of like when you do want to open academy, I mean there's enough room for everybody, but it's having that full structure, not just I'm gonna open academy, and that's the end of it. So it's about for potential students knowing the right academy, and then for people who want to open academy, it's a whole different ball game again, and just making sure that hey, you're doing everything properly.

SPEAKER_01 2:17

Yeah, like when I started in the industry, the only way you could really get into the industry was you'd go to college and you'd do your level two or your level three or whatever, however many levels you want to do. Whereas now and that was you had to go do a year, like it was a full year, and then if you want to then do your level three, it was another year. Whereas now you literally just go and do a day course in your day course specialist.

SPEAKER_00 2:39

It's wild. And then that's when then the students then are there, they're stuck, they don't understand, they don't know what direction to go in, they don't really know what they're doing, and then they're treating clients that maybe they shouldn't they're not ready to do yet. Yeah. So that's why it's so important to find the right trainer as well.

SPEAKER_01 2:56

Yeah, so I think as well, I get so many messages asking about how to get really, really busy and get all of the clients and do all of this thing, but then I think there is a sort of a massive part of the business that people are forgetting about, and that is the sort of like the things that you cover, like the more passive income, your memberships, all of that sort of stuff, that means that you can still earn money without physically being with a client. Because I think a massive issue that I've experienced, and obviously everybody else in the industry's experience is if you're not physically in work and treating clients, you're not earning any money. So if you want to go on holiday for a week, two weeks, three weeks, a month, however long, great, but you then have to factor in that time off. You're not gonna earn any money, it's gonna cost you money because you've still got all your bills and all your overheads and everything going out as normal, and you're spending money while you're on holiday. So it costs you to actually go away more than the actual holiday itself. Yeah.

SPEAKER_00 3:58

So I think I say the same thing all the time. Like it's about not trading all of your time for money. Like, just because you've got that skill and certificate, it doesn't mean you have to trade every second for that income. So then that's where introducing the passive income is, and then there's like a saying that I'll say all the time, and it's like we go self-employed sometimes because we don't want to ask that dusty old man, can we take time off work? So we become self-employed and we can choose whenever we want to go on holiday. But then when you actually think about it, that dusty old man did actually pay you to go on holiday. But when we're self-employed, we don't get paid no more. So we have to then chase our tile. If we take two weeks off on the 1st of May, at the end of May, we've got to chase our tile to make up that income again. So it's about having a business that supports you. It's like, and I'll say to students all the time, do you own a business or does your business own you? And it's such a like, if that's like food for thought, you get them really thinking, actually, I don't own a business. My business literally owns me. I am tied to it. It's like a ball and chain. It doesn't give you the freedom that you hoped for when you became self-employed. So it's about structuring the foundations of your business, making sure that all the different segments are right so you can scale and not trade all of your time for money.

SPEAKER_01 5:18

Yeah, I think that is something that a lot of us do get very sort of bogged down in. And me being one of them, like I've definitely been in this situation a lot over the years where I am I become obsessed with working because I think, well, if I'm not working, I'm not earning money, and if I'm not earning money, I'm gonna lose money because I've got bills to pay and I've got that to pay. And if I've got this holiday book, I need to be saving money because when I'm going away, I need the money for that, and rah-rah. So I think it it can really become like so overwhelming. So to have that thing that you've set up and put in place that can earn you money when you're not physically at work is like priceless. But I just think so many people just have no idea where to start and how to actually do that or what to do.

SPEAKER_00 6:01

Yeah. And I think it can be like so many people just think they have to be a trainer. And you don't have to be a trainer to do this so many like subscriptions, there's memberships. It's about having like even systems in place that you're not chasing brand new clients every single week. Like, what is the system? Do you have a funnel in your business? Or are you waking up each day not knowing what clients you've got next week, not clo knowing what clients you've got this week, the end of the month, and you're chasing brand new clients, like having a look at your retention, your follow-up, your systems, memberships and subscriptions, so you're never starting the month on zero. And then also, if you don't want to do anything, training, there's always like masterclasses, there's ebooks, there's so many skills or things that we know that we can teach other people that they may not know.

SPEAKER_01 6:49

Yeah. I um had just done my AET so I could train. I signed up for it in November and I it started in, I think it was February, it was 10 weeks. I've just like literally just finished it. And when I started, obviously, my goal was to do courses, do like training courses for each individual individual treatment and all that sort of thing. And then as I was going through it, the more I thought about it, the more I was like, I don't want to do that. Like I don't and I've come to the realisation I don't want to teach beginners because I feel like there's enough people doing that, there's enough courses out there that are teaching beginners. It's then the beginners that need the help after that that haven't had what they needed in the first place. I love that. Honestly, that's so good. Yeah, I don't I just there's too much of it, and I think especially with these like new regulations and stuff that are potentially coming in, we don't know what's gonna happen with that. So I don't feel like the exact same it's fair to say, yeah, come and train with me, pay me all this money to do this big beginners course, and then in six twelve months' time their qualifications aren't gonna be enough.

SPEAKER_00 7:53

Yeah, that just shows your professionalism though, as well, because I'm the same, I don't really train beginners anymore. I'd rather help people that have already spent all that amount of money to help them grow and scale their business because they're already in it, than someone else just starting out over again. It is so overwhelming to start fresh, get clients, you know, make sure that they're doing everything legally and properly and professionally. And it's so hard to start now as a beginner because there's been such an influx of, you know, beginners in the last couple of years with just training academies, opening and just training anybody. And we've all spent so much time, money, and effort into our business that why would we not scale it now? Yeah, I guess. Like it's that like if you're already in the industry, there's so much more that you can do than just standing behind the treatment bed or the treatment chair.

SPEAKER_01 8:47

Yeah, 100%.

SPEAKER_00 8:48

And they're the people that need the help, I think, more than you know, a complete beginner wanting to enter the industry.

SPEAKER_01 8:54

Yeah, I think there's so much on offer for beginners. It is the people that are already in it, whether it's a month, two months in it, or six months or like me, like 10 years. Like, yeah, I've probably within the last six months had the most growth as in terms of like scaling my business than I have in the entire 10 years of doing it. Because I've actually thought, right, what am I doing with this? Like, where do I want to go with this? I don't want to be stuck in clinic all the time, and that's the only way I'm earning money. I don't want to just do treatments because, as well, like this job kind of has an age limit on it in a way. You I don't want to be stood at 50 years old, hunched over a bed, still doing treatments to earn every penny that I earn. Like, I probably still want to do treatments, but not every day. Like, that was not is not what I want my like core income to be. So I was like, right, so what am I gonna do? So and I think it is narrowing that down as well and sort of like finding that niche for people I think people really struggle with, especially when you are newer to the industry. I think people get so bogged down with doing and offering everything that they sort of lose their way a little bit.

SPEAKER_00 10:13

Yeah, it's hard like having a niche is so important, like, and so many of my you know, so many people in my world, and I laugh about it for myself because I called myself the nose queen, like I'm self-proclaimed, but I actually genuinely I sit with chess and I own it, and that is my niche. And just from doing that, and not you know, I have people that do 10-hour round trips now to come to for treatments with me, and it's about just doing something that you really love and niching down in that because if you're selling to everybody, you're selling to nobody, and again, I'll say that's a student, you know. If you're trying to sell, for example, uh skin package, and you can say, Oh, well, I'd like it can do so many different things. So you end up just saying, just for example, you know, if you've got dull, tired skin, it's like yeah, a skin booster will help glowy skin, or a skin booster, you know, do you want to have glowy skin? We all want glowy skin, but it's a bit like you're gonna scroll past. But if you're going more specific and you can do it as different kinds of content again, but you can say things like, you know, it do struggle with open pores. That is taught like niche and dance with a specific target audience, they're instantly gonna be attracted. I have open pores, let me see what this is about. Or age and skin, it's just using those keywords.

SPEAKER_01 11:34

Yeah, you pull it on people's like specific pain points that makes people go, I have that, I want to change that. What's this?

SPEAKER_00 11:42

Yeah, talking directly to your audience, and like I'm really specific about bios. So you know, when you can see a bio and it just says like award-winning clinic, advanced aesthetic practitioner, it's like it does it's that's just talking about you, it's not talking to your direct audience. I change my bio so often. It's like a monthly thing I'll change depending on what it is I'm doing that month, what I'm selling that month, what I'm working on that month, if I'm in a launch, and that'll be the first couple of seconds if your client is again using the open pores. I help people with open pores change their skin, just for example, and then your content needs to sell that then. So you've already hooked them in the first couple of seconds, and then when they're going into your content, they'll see that you know the social proof, the trust, the educational posts, and you're selling that specific thing you're trying to sell that month within that, rather than it just being award-winning clinic. Like it really is great, but you can do that within your content, but it's kind of a waste of characters, it's looking at your business of a whole, and are you talking directly to your audience?

SPEAKER_01 12:52

Yeah, that makes a lot of sense. I never thought about that with the bio. Like, I have mine, and I can't remember last time I changed it, but I'm gonna be changing it more often now.

SPEAKER_00 13:01

You go. I can't wait. I'm gonna check.

SPEAKER_01 13:03

Yeah. So a lot of people I think really focus on being fully booked, and that is their like absolute top level of that's their success. Being fully booked all the time, months in advance, is the only way to be successful. What's your thought process on that?

SPEAKER_00 13:23

It's my nightmare. It's like fully booked, yeah. We all want to be fully booked, but it's like I'm so fully booked, I'm just so busy. It's like busy doesn't mean successful. Busy to like I can be fully booked, but I still have systems in place. Being fully booked means you're in 10 till 8, then you come home, you've got to message all the clients, you've got to do your aftercare, you've got to send out messages for tomorrow, you've got to treat clients, you've got to create content, you've got to post content. It's like there's so much more to being fully booked. Your pricings maybe are wrong. Like you can earn the same if you're looking at your pricing. You can do packages, you can have premium packages, and it's targeting those premium clients. So you can work less and earn more is the goal. Being fully booked and busy is a nightmare. Working less, earn and more is should be that their goal.

SPEAKER_01 14:17

Yeah. I basically said the exact same thing on last week's podcast. I was talking about pricing, and I was saying if you are back to back all day, every day, you're adding extra days in, you're squeezing people in, you've got no free time, you need to do practice up.

SPEAKER_00 14:33

Yeah. And just creating a big premium package and calling it something that's specific to you, like calling something your own name. Again, I was talking to other students, so I had one and I've call it the the liquid facelift, and that's just tailored to me. It's just how how I do it. But because it's like a premium package, more people want to know more things about it, and also upselling to every client. So again, you're you're you're earning more.

SPEAKER_02 15:00

Yes.

SPEAKER_00 15:01

Working with every how like how do you upsell? How are you gonna upsell? What treatments can you upsell? Do you book them back in straight away? So again, you're working less but earning more with every single client. It's about maximising every single client.

SPEAKER_01 15:16

Yeah, 100%. I literally do not have a client that leaves my clinic without rebooking their next appointment. And if they say, Oh, I'll just I'll have a look and let you know, I'm like, no, no, you'll book it in right now. Because if you don't, you probably won't. I won't have time then. And I might not even be busy. Like, for example, say I had a client in today and they were booking in for May. I've got like the towards the end of May, I'm not that busy. I will tell that client, I've not really got many appointments left, let's just get you in. And then if you need to change it, you can change it. Yeah.

SPEAKER_00 15:46

And I think the block with some people when they're doing treatments, they're like, I'm just not a salesperson. I'm just I can't, like, I can't sell. And there's like there's three, there's three different blocks that I will always say, and it's like nurturing the client, selling to the client, so you sell, and then converting the client as well, so you conversion. So my block used to always be I was so good at like, you know, nurturing the client, building trust, like selling the right way, posting with purpose. I'm really good at like, for example, selling the treatment. And then my block used to always be like getting them to actually book the treatment, like they really want it, or like converting that client. So there's so many different blocks, and everyone just thinks, oh my god, it's always selling. Sometimes it can just be converting that client as well, where it's more or less of like I I would over, I would oversell it, or I'd overcompensate, or I'd just info dumped, or I'd overshare. So it having a little look where those blocks are, do you struggle with getting the clients in, like knowing who your direct audience is? If it is, then you need to have a real good look about who your ideal audience is. And then the selling part is like we sell every single day, whether we know it or not. No matter whether you have 10 clients or 100 clients, you still sold to those 10 clients. So it's kind of like what how you've just said is like, well, I haven't really got any appointments at the end of May, so let's just get you booked in now so you are secure, rather than you are selling in kind of a different way.

SPEAKER_01 17:17

Yeah, because I think as well, like we all have lives. I'm bad for it. I know that if I don't book my next nail appointment, for example, when I'm there, and I'll go, oh yeah, I'll book it when I get home, I'll have a look at my diary and let you know. I won't, because I'll just forget. Yeah. I'm busy, I've got things on, it's at the bottom of my list until I look at my nails three weeks later and think, oh my gosh, they're horrendous. They need to in. And then I'll message my nail tester. She can't get me in for another three weeks. So I always book my appointments because I know that I am a nightmare. So I treat every single client like they're me and like they're gonna leave this like clinic and just forget I exist until the day they want an appointment, and then they'll message me. I won't be able to get them in for another couple of weeks, and then any progress we've made could go backwards. So I think it's just I think you've just got to be firm with people as well. And I think a lot of people feel uncomfortable doing that as well. Like, not firm as in like rude, but just your professional.

SPEAKER_00 18:16

And people just want things fast. If something takes if I want to buy a dress and it takes and the website's taking 15 minutes to load, I don't want that dress anymore. I'm like, I'm we're so overstimulated, we want everything fast, and you've got to kind of make the proof the whole process for your client quick and simple. But like it's the same as when I don't like it when and well, I just don't think it works when people will say, you know, they announce this new treatment and they say, DM me for more info. It's like I'm just not DMing for more info. Like that what you're selling looks really good. It's not your offer that I don't like, it's that you're telling me to DM for more info. I don't really know what to DM, there's no process, I don't know what to say, I want quick and fast. DM me the word skin, tap the sticker and leave it to the, you know, the practitioner or whatever it is to do all of the work because they just want everything quick and fast, or just book the appointment now because as you say, life's busy.

SPEAKER_02 19:12

Yeah.

SPEAKER_00 19:12

Or if you say, you know, it's more about like all of your keywords, it's like, oh, I've got this offer on to the end of the month. And I would think, okay, I'll book that at the end of the month. I'm busy now, I've got the kids or whatever that is, I'll remember that at the end of the month. I guarantee I won't remember that at the end of the month. I've completely forgot. But if you say things like, I'm only given five spaces, or you limit it to ten spaces, I've got three spaces left. I'm gonna DM now because I want that space.

SPEAKER_02 19:41

Yeah.

SPEAKER_00 19:42

But if you're giving me to the end of the month, I'm definitely forgetting about it. So it's kind of like creating that urgency for your clients and giving them a quick direction. We want everything fast.

SPEAKER_01 19:53

Yeah, I do it all the time. Where I'll say, like, oh, I'm only taking five people for this. And then if ten people message me, all ten people are getting booked in. Yeah. But it just creates that urgency, and people think, oh my god, well, if there's only five places, I need one, and then I'll post like oh, I've only got two places left. I might have sold none. Like, it's just creating that urgency for clients to then go, oh my god, well, if everybody else wants this, then I want this. Yeah.

SPEAKER_00 20:22

And there's a million job roles, you know. If you come come into a skin, for example, and you've done your skin course, like you don't now just do skin, you are now a content creator, you do admin, you're a cleaner, you know, you have to be a salesperson. And it's kind of like, and that's why I say it's like after you get your certificate, it kind of is now what? Because so many people are just thinking those clients come through the door, or it's so much when I began, it was so much easier. I could just post it before and after, and the clients came in. Now before and afters don't work.

SPEAKER_01 20:56

Now you have to buy like worst, like lowest engagement posts. Yeah, they do the worst in terms of engagement, and I just think, oh my god. But then you also just do need them on there as well as like you approve.

SPEAKER_00 21:09

Yeah, or just even like you doing a video in your car or making a coffee, that will always get much more engagement. So if that works, me driving in the car or me making a cup of coffee, I'll make sure I'm selling and videoing while I'm making that cup of coffee because it works, and people want to see you and they want to see who you are. I mean, like I've had a student before, and she was like, I'm just not, I just don't want to put myself on there. And I just wouldn't walk into a busy clinic and not know who I'm looking for, or not know who that person is that I want to go in. I want to know what that person looks like. I want to know who to look for, or I want to know what their room looks like, or you know, sp even if someone has a home clinic, like there'd be nothing worse than knocking at someone's door and being like, Hi, are you Lauren? Like it's just so awkward. Yeah, you want to know that person.

SPEAKER_01 22:02

People buy from people. You need to have that trust and that relationship. Even if you've never spoken to the client before, they need to feel like they know you and know who you are and have a relationship with you before they'll buy. Because, like you said, back in the day, like when I first started, there was no such thing. Instagram stories didn't exist, reels didn't exist. You put a picture on Instagram, it didn't matter what it was, people would book into it. Whereas now there's so many other people doing it for one. So you're in a way competing to get that client to pick you over everybody else. And then you also have to prove to them why they should pick you and why you're better than Sally down the road or whatever. Yeah.

SPEAKER_00 22:45

So and they people, you will have, you know, you can have. I remember in my old clinic and the shop right next door once it was up for lease, and someone said to me, Laura, and it was just like a wind up, Lauren. Someone's opened an aesthetics clinic next door. And I was like, and yeah. And it's like you have to stay in your own lean, not competing. But I know that my clients will come to me, they won't go to her. But she will have people that want to go to her and they don't want to go come to me. And again, what you're seeing is people buy from people. So just being who you are, not trying to be that other person, because if you're trying to be that other person, nobody's gonna come to you anyway. And it's like and I always say, like, if you don't agree with something, it's just an opinion, say that because there'll be so many people that agree, and so many people that don't agree, which is fine, they're not your people anyway. And it's so true about just owning who you are, being who you are, or people that think, oh, I'm just so self-conscious about myself or how I look or anything at all. And again, this has happened to me before with someone, and they're just like, I'm just so self-conscious about how I look. And I was like, but there's gonna be so many people out there that are just like you that you're gonna make them feel so comfortable in coming to you. And now her business has just skyrocketed because she's putting herself out there and she's getting her clients that are lying to you. Like, I know there's so many aesthetics practitioners, and you know they're so glam, and the hair's done every day, the makeup's done every day, and that's fine. That's who that that's who they are. They attract that kind of clientele. I am the complete opposite. I am like, hate makeup, my hair's tied back, and I'm just me who I am, but I'll attract, you know, you attract your people, yeah, and being who you are, or you attract those other people who are so self-conscious about the same things that you are, and they think, no, I'm gonna go to her because you know, she owns it, she'll make me feel comfortable, she is who she is, and then so you're losing out on so many clients by not putting who you are out there. Yeah, yeah, for sure.

SPEAKER_01 24:47

I think like for me, I chose to like specialise in acne because it's something I have suffered with and continue to suffer with. Like I get the odd flare-ups here and there, and then documenting that and showing people what I do and how like it affects me still, uh give clients that trust and go, Well, she's she's actually had it, she's been through it, she understands it. I'll go to her.

SPEAKER_00 25:14

Yeah, and it's so true, it's more about you just can't be a faceless brand anymore and expect clients.

SPEAKER_01 25:22

You have like I said it in another podcast I did a couple of weeks ago, but when influencers are out here acting like skin specialists, we need to then be the skin specialists that are acting like influencers. At this point, we have to be influencers, it just is the way of the world now.

SPEAKER_00 25:40

Yeah. But in your own world as well, just being who you are, not an influencer who has to, you know, do you know your Zara hole, for example. It can just be anything, just your own recommendations, just who you are, what your morals are, like who you are and your person, just showing your personality.

SPEAKER_01 26:00

And even down to like what you've been up to. Like people love it. People are so nosy. The more you post about life, the the more people like feed into it, like they just love it. Those are the most like engaging posts that I do. Anything that I've done, anything I'm doing, anywhere that I'm going, I get the most engagement from. Yeah.

SPEAKER_00 26:20

And again, it's like that when it comes in, it's like I think I've done a post about it before. And you know, I can post a picture of me on holiday and it'll get hundreds of likes. And then I post a picture of me, that's a sorry, I post a picture, that's a sales post, and it might get 50 likes.

SPEAKER_02 26:38

Yeah.

SPEAKER_00 26:38

But it also just it also just made me£3,000.

SPEAKER_02 26:41

Yeah.

SPEAKER_00 26:42

So it's like, it's like the overlooking the vanity, the the vanity over the metrics, because so many people are like, oh my god, I'm gonna hide that post, it's only got 50 likes. And I know so many people that have done that in the past. And it's like, but it's a sales post, it's never gonna get that many likes. If it's making you money, who cares? We are influencers, but we're not at the same time. Yeah, like I don't want a brand to come and message me because I've got thousands of likes and be like, Well, can you sell this half for us? That's not what I want to do. I'm not an influencer, I'm influencing my own business. So it's like having you still need those posts, you still need those posts with all the likes because you still want to be seen, but it's thinking about your content, whereas I'm not I'm just gonna post pictures and because it gets all the engagement. Yeah, it's like you need your education and value posts, you need trust posts, social proof, sales posts. It's having a posting with purpose and looking and like, what does this post sell?

SPEAKER_01 27:38

Yeah.

SPEAKER_00 27:39

Or is it something relatable that people can share?

SPEAKER_01 27:41

Yeah. The engagement, the educational posts with you in them, like specifically talking, like you know, to like a little microphone or whatever, they do so, so, so well rather than just like text on a background that you've made on Canva. Like they still do well, like I do. A lot of them they do great, but your education with you in it actually speaking gives that client that level of trust again because they can physically see you talking about it. Yeah.

SPEAKER_00 28:09

And they get to know you as well and your personality and what you stand for and what you think is right. Like there's so many different ways that aesthetics practitioners, lash skin practitioners, all of us do things our own way, but it doesn't mean it's wrong. So still say those things. 100%.

SPEAKER_01 28:28

So moving on to the passive income side of things, a lot of people will probably be listening and thinking, what is passive income? So, in your sort of like when you would explain it to somebody, how would you explain passive income, specifically for this industry as well?

SPEAKER_00 28:46

So, passive income in the last couple of years has been such a massive buzzword, and it really has. And then I began with selling passive income in 2020, and to be honest, I was kind of just winging it. I didn't really call it passive income. I was like, Oh, I just sell some online courses. It did really well. I'd done it epic launch on Black Friday 2020, and I think we'd made, I think it was 12,000 in like half an hour just selling the courses on Black Friday, and it just went crazy. To me at the time, I was like, this is an insane amount of money. Like that's something that had never happened to me before. I'd never see had that money in my career. So then when I began to really realise the importance of passive income and what it really is, is in 2021, my dad got sick, um, and six weeks later he passed away. And I took four months off work. I didn't look at my phone, I didn't open the laptop, I was just with my dad every single day. Obviously, I had two small children. I was with my dad every single day, and then just took time off to grieve as well. Obviously, I've got a home and I've got kids and everything else. So when I had to look at the business when I like had to get myself together, the business had generated£10,800 and I had I promise you, I hadn't done a thing. And I was like, I wouldn't I would have given up that business anyway to be there for my dad at the time. But what it made me realise is like I've really created the business here that supports me. I've created something that, you know, ultimately I didn't have to choose between work or, you know, being with family or taking the time off to grieve. I built a business that supports me. And I was like, why doesn't everyone have this? I need to show other people how they can have a business because life just throws things at us. Life can stop us in our tracks at any given moment. You know, you could have a day in that you're making thousands, and then you wake up and you, you know, your baby's unwell, so you have to take that day off. So passive income is like it is creating something in your business that supports you at all times. It's creating something that if you need a day off, when you're asleep, if family getting well, if you're unwell, or when you go on holiday, it's a business that supports you. It's a business that, you know, can still generate money. And I've seen so many people and they go, Oh, hey, people that say that you can't make money in your sleep and you're doing nothing for it. Yes, I still have to do work, but it's a small amount of work that I had to do now for this business to just run. Yes, I still have to do emails, but I will set aside a couple of hours at the beginning of the month and everything's done for the rest of the month. And I can do from anywhere, I can do from bed. You know, if my children are here and they're unwell, you know, they can be next to me and I can just open the laptop. So passive income is having a business that supports you. Again, when I said before, do you have a business or do you own a business or does the business own you?

SPEAKER_01 31:46

Yeah.

SPEAKER_00 31:47

And it cannot, and again, you don't have to be a teacher, a trainer, sorry, you don't have to have an academy. This can be anything from ebooks to online courses, master classes. You know, there's leverage income as well. That is more, you know, memberships within your business or subscriptions that memberships you still have to do the work, but you're not starting your month on zero. Or you can have, you know, subscriptions as well that, you know, you still have to do a little bit of work, but that money is still coming into the bank at all times. And then you have your passive, again, which is ebooks. Last year we had a student and she doesn't want to do any training, which is absolutely fine. She doesn't want to sell to other practitioners. So we created an e-book for clients and it was skin, and it was an e-book that you know, and I'm pretty much the same, and I'll go on holiday and I'll be like, I actually don't even know what and what kinds of things to take on holiday. So I end up like with a big massive bag of absolutely everything because I'm not sure even what to use or what to take. So we created it for clients that it was like a holiday skin ebook. Or, you know, if you're in the makeup industry, what to take in your makeup bag? And that's just something that you can sell, especially starting from now. You know, we're coming up to holiday season, thinking about the seasons, what to take in your makeup bag, you know, what products to use on holiday for your specific skin type, and they those sell really well. And I think we sold it for around£27, and I think she made£3,000 from just selling that one ebook during the summer.

SPEAKER_01 33:23

Yeah.

SPEAKER_00 33:23

That again would pay for a holiday.

SPEAKER_01 33:25

Yeah. So if you had some advice for things that people do wrong when trying to create passive income, what would they like? What would those sort of things look like?

SPEAKER_00 33:35

It's kind of just making an e-book and just putting it online and like I'm selling this ebook now. Yeah. You always need to make sure that it is a launch plan, a system, a funnel, and what platforms you're gonna sell it on, and how are you gonna sell it? Like doing one post on your story about this e-book, and then you know, having those tumbleweeds and then just thinking, oh, I'm not doing it no more, I can't sell. Yeah. And also having all the ideas is like this is another separate thing. And you know, this is I've spoken so many times, and you know, I think believe having a business coach is so, so important. Like, I could not live without my business coach as well. And even like, and she laughs at me all the time. It's like if I have an idea, I implement it straight away. I don't like I don't get scared of my comfort zone, and just implementing that idea and getting it done straight away. It's like imposter syndrome as well. It's like imposter syndrome again is another big buzzword. I used to like suffer so bad with imposter syndrome, and I remember one time I went to speak at an event in Belfast, and I literally remember being on the plane, like, I wish this plane just turned around. Like, what excuse can I make? I really don't want to go. And then now I enjoy imposter syndrome. So when I feel imposter syndrome, I switch my mindset now, and I'm like, imposter syndrome means you are doing something out of your comfort zone, it's doing something, it's change, it's doing something that you know is growth, it's doing something that you are scaling because other if you're doing something that you do every single day anyway, you don't get imposter syndrome. Yeah. So every time you have an imposter syndrome, just enjoy it. And now it's still scary, but afterwards you think, what was I so scared of? Yeah. What was I scared of? Enjoying your imposter syndrome, I would say, is is massive. Yeah. If it's imposter syndrome, it's growth.

SPEAKER_01 35:30

Yeah. I struggled and still do sometimes with imposter syndrome really, really badly. And I had it around just starting the podcast. I had the idea for the podcast months before I actually started it. And I was just like, oh god, no, like what if I do it and nobody listens? Like, you know, why should I be the one that does it? Like, I don't know enough. And then I just thought to myself, like, I've been in this industry for 12 years. I don't know enough. Nobody does. And then I went to an event in January with like a membership that I'm part of, and sort of like brought up the idea of doing the podcast, and everybody was like, Oh my god, yes, like we need that. There's nobody in the industry that does it. Like, it would be so good, rah-and then I literally, I think the next day, ordered the microphone and just started it. Yeah.

SPEAKER_00 36:25

You've just got to start. It's like again when someone says, Oh, the time's right, but the time's never right. And it's I'll always say if you want to do something enough, you make the time, and if you don't want it enough, you make an excuse. Yeah, 100%. And that's usually when the time's right. Or when people say, Oh no, I'll I'll do it, or I'll invest when I've got more money. But that's the whole point of doing it to generate more money into your life or into your business. So if nothing changes, nothing changes. So you'll always just stay the same income, or you know, tying yourself to the treatment bed again if you're hitting an income ceiling.

SPEAKER_01 36:59

Yeah, there's always gonna be that like glass ceiling, isn't it? It's never gonna you're never gonna get further than that. Um this sort of like plays as well into the passive income, but it's multiple income streams. So what uh would your sort of like advice be around those? Like what are the options for multiple income streams?

SPEAKER_00 37:23

So again, there is, you know, you can have subscriptions in your business, like memberships, like and that again is not starting your month on zero. So for example, if you are, you know, in skin, you can do a monthly membership for skin. So it's a six month or a 12-month, and they get so many, I don't know, like chemical peels or micro needs learn within that within that subscription. So they're paying you monthly. So we have one and ours is£67 a month, but ours is just more like skin boosters, polynucleotides. I don't really do like chemical peels or anything like that. So ours is£67 a month. Sorry. And we have quite a few people within that program, so that starts so every single month. No, sometimes I don't see those for three months, but for the two months that I don't see them, that£67 times, however many people is in there, is in my bank every single month. So I don't start the month on zero. I don't have to chase all those clients. You know, they're already booked in months and months in advance, they're already paid. And then the two months that I don't see them, obviously I'm not starting the month on zero. All the bills for the clinic are all covered, and that just comes from my monthly subscriptions. So anything else, obviously, then is then profit for me. So there's those kind of things. Again, subscriptions, membership. Again, you can do little ebooks, you can do that for clients, you can do that for other practitioners, you can do business ones. Like if you are fully booked, how you became fully booked, that can always be an e-book. So that'll kind of be like your leverage. Then there's also, oh god, there's so many things that could go on all day. You obviously have your passive, you have your masterclasses products as well. You know, if there's any kind of products that you can sell to your clients, again, that's another kind of income stream. But I would suggest with those kinds of things is having some kind of system in place that, you know, if this product that you're gonna sell usually only lasts around a month, are you getting how are you getting in contact with those clients again in a month? Having, and again, having, you know, we don't own our Instagrams. I love Instagram, it's like I couldn't live without Instagram, but again, we don't own it. And our followers are, you know, Instagram only pushes that out of around 5%, I think that it is.

SPEAKER_02 39:44

Yeah.

SPEAKER_00 39:45

To our followers. And you know, most of those followers, yeah, it's great. It's family, friends, people from school that we haven't seen for years that are there to support, like, share, but never actually to buy. So it's about having a, you know, a client list that you earn. Like I make more money from an email list than I ever do off Instagram. And that's true facts. And you know, I bring receipts of that all of the time. It's like, how do you nurture them? And I have two separate ones, one for clients, one for students. And I have a system where we go, we go back. So, you know, for anti-wrinkle injections, you know, it's three or four months. We have a system in place where we go back to our clients that were in with us three or four months ago, and we are emailed though, because they're due, you know, to come back in if they've not been booked before, or just as a polite reminder, having all of those things and systems in place, it's what makes everything run smoothly.

SPEAKER_01 40:37

Yeah. So it's gonna be my like it's a whole world, it's a whole world like whole your program and stuff that you have, you're looking at the systems. So when you say things like funnel, I hear this word all the time. I have no idea what a funnel is. So what is a funnel?

SPEAKER_00 40:56

So I literally spoke. We had a call on Tuesday, and we were speaking about funnels, like I was telling the girls, and it it's so funny because that you say that because literally, again, another buzzword, but everyone says the same. And you know, one of the girls literally said to me, So is a funnel like a like is it a website? Is it like a platform? Like what is a funnel? And believe it or not, we probably all do funnels within our business all of the time. So if you think of a funnel like uh, you know, you know, your funnel. So the top part is how we get people into that business. Then the next part is, you know, your ideal audience, how we get people in, lead generation. Like lead generation falls within a funnel, but again, it's a whole other topic. And then it's how you get them into your business, how you nurture them, how you sell to them, and then how you convert them. But then it doesn't just stop there, and that's where most people are getting stuck, and that's where they're then stopping. So, you know, you've posted on your Instagram, you've got that client in, and you've got a booked in for Friday. But then what? Then we need them to we need that retention. How do they stay in their world? Have you collected their email? Do you have a landing page? Do you have something where they can land on and put their email in? Do you have any freebies within your business that you can collect more emails so then you can sell to them even if they've never booked in with you before? All of those are so important as within your funnel. So it's kind of like again a system. And I think that's where can people get confused. So it'll be the funnel. So then they convert, they sell, you upsell, you keep them in the world, so they come back into that funnel again. Okay, that makes sense. So a launch funnel again will be completely different. So if I'm about to do a launch, I would, for example, say I have a launch on the 1st of May, for example. I knew that's not far away. But let's say the 1st of June. So the first, you know, couple of weeks or six weeks, whatever you want it to be, you want to get people into your world. You want to get, you want to nurture people, you want to, you know, be everywhere that you can that you have this freebie that you have coming up in six weeks, that's before your launch. You want all those people within your in within your world. So, how do we do that? How do we get people into our world? What do we do? Is it a freebie? We need a landing page, we need to send them them freebies, but that all needs to be a system and automatic. And then from there, then you're obviously in your launch phase. So you're in the next part of your funnel. So you're selling to those people now. So the first six weeks you're not selling, you're just getting people into your world. Then you are selling to them, and then you are converting them. And then once we've converted them, how do then we keep them in our world? How do we sell, upsell to them? How do we order bump? Can we keep selling to them in the future? How do we do that? Or do we just sell and then are just so happy we've got that client or student and just pray that they book again? Or hope that we see them again to upsell or do any order bums, or you know, you've bought this, but I think then you're gonna need this. How do we do that? And that would be a funnel.

SPEAKER_01 44:02

Okay. Yeah. That makes makes a lot of sense. I hope I explain that well. Yeah. And I think, like you say, a lot of us are already doing that without realizing it's just that like endpoint, then then what?

SPEAKER_00 44:14

Yeah, there'll just be a fracture somewhere that we need to make sure that they're staying in that foot within that funnel. Yeah.

SPEAKER_01 44:20

So in terms of all of these like systems that you have in place, is this something that you're having to like actively do all the time, or have you set them up so they're like automatic? So it just kind of runs in the background and you just need to check in every now and again and whatnot.

SPEAKER_00 44:35

Yeah, but a bit of both. So it depends what kind of system it is. And then sometimes again you do have to check in. Um so with my online programme, obviously I have an online portal and everything is just uploaded onto there. So the girls can just access that at any time. All the trainings are there, they can watch any training, any of the pre-recorded calls, any of the live calls that are recorded, they're all uploaded. Obviously, I have a lot of one-to-one calls with the students inside my program, but I have a system where they literally can click a link, all my availability comes up, they book that call in, they get sent the Zoom link, and I just show up on the day. Or all of the calls, you know, we have a lot of group calls. Again, they are all inside of the portal where I have a system where they are backdated to sorry, forwarded until September, and that just sits in their calendar in their phone. So with that system, they just click add to calendar, they get a reminder on their calendar on their phone, and the zoom link is in there, and they all just click that. So I'm not going around reminding everybody that there's a call, you know, their phone does it for them through the system, and the zoom link just appears and I just show up on the days. And then there'll be things like emails for you know all of my online courses. Again, as I said before, I'll set them up at the beginning of the month for the rest of the month, whatever it is I'm selling, whatever whatever it is I'm doing, and they're done then for the rest of the month. So it kind of just depends what kind of system it is. There'll be so many things that need some tweaks sometimes, and they just run themselves, and there'll be some that you have to just go in. But again, you know, if you're on holiday, opening your laptop on holiday on the balcony with an ice latte, it's different than being at that treatment bed.

SPEAKER_01 46:28

100%. So for skin specialists specifically, when you like obviously get students and stuff in that are doing skin and are wanting to like scale, what would you say that they're missing out from the most when it comes to like growing and scaling their businesses?

SPEAKER_00 46:46

Systems, subscriptions, memberships. That is that's gonna not have them chasing clients every day, not worrying about where the clients are coming from, sets them up to be work less in more, and then also introducing again, like I said before, there's so many different things that you can sell to your clients and other practitioners, no matter how long or how little that you've been in the industry, there's so many things or tips or tricks that you've picked up along the way that you can sell to other practitioners, or owning yourself as a brand and speaking specifically, niching, I think niching down on specific, like you said, where you niche a lot in acne, having that niche as well is so important, not just selling like someone will say, Well, a chemical peel can be for anyone, and what you're trying to sell to everyone, so you're selling to new one. Yeah. If I see something that is like, well, you can have this microneedling treatment done and it's really gonna brighten your skin for summer, I'm like, oh yeah, that's great. I'll get that when I remember. But if your niche and really specific speaking directly to me, like I do suffer with open pores. Again, that's probably why you use that terminology all the time. But that's something that would instantly draw me in because you've and having a hook in the first three seconds and posting with purpose. There's so many different things, and this is why I do a lot of one-to-ones in the programme because every single person's different, everyone's business is different, experience, desires, goals, what they want to do inside their business, but just posting and hoping it just doesn't work anymore. No, it just doesn't work.

SPEAKER_01 48:24

Okay, Doug. So I've got a couple of questions for you that people have asked. I put a little QA box on the story yesterday. So the first one is we kind of covered this a little bit already, but how do you deal with imposter syndrome when it comes to work?

SPEAKER_00 48:43

I tell myself that if I didn't have imposter syndrome, this wouldn't be growth. I would just be staying the same, doing what I do every single day. If not, again, if nothing changes, nothing changes. Every professional was once a beginner, every person who spoke on stage, every person who was, you know, launching an online course, we've all had that feeling for the first time.

SPEAKER_02 49:06

Yeah.

SPEAKER_00 49:06

But if nothing changes, nothing changes. Enjoy it and just like get through it and keep pushing and think. Like when I went to Belfast again and I was like, oh my god, just want this plane to turn round. Honestly, it was one of the best days ever. I had the best time. And I kept thinking when I was on the plane, you know, in six hours this is over. Like just six hours, and I'm gonna hate myself even more if I cancel and just go home. Obviously, I couldn't tell anywhere else on the plane. But if I would have cancelled and just went home, uh the guilt that I would have had, I would have like, you know, would have talked so negatively to myself about not doing it. So I was like, right, in six hours, all be over, I'll be in bed, I'll have a cup of tea, and it'll all be over. And I really, really trained my mindset now for imposter syndrome. I know that we just talked before, and I was like, this is my first time on a podcast. Like, of course, it feels like oh, I'm a bit nervous to then go and do it. I mean, I I will talk forever anyway, so that's no problem. But it's kind of like that nervous feeling of you don't really know what to what what to expect, but that means credit. So just enjoy it.

SPEAKER_01 50:11

You know what to expect then. It's done. Yeah. And then the next time you do it, and the next time you do it, and the next time you do it, it gets easier and easier and easier and easier.

SPEAKER_00 50:20

The first time, like I mean, the first time I ever done a a first paid client, I think she came in for lips, and obviously she would never know. But when she left, I was like nearly on the floor like a melted candle. I remember thinking, oh my god, that was so that was horrible. Like I was so nervous, and just remember it's that first time you've done that first paid client, you're always so nervous, and then you do the next one and the next one because they're booked in, and then when you count your money, you're like, oh my god, actually, not that bad. I can't wait to go and do it again. And everything else that gives you an imposter syndrome, it's the exact same experience as that first paying client.

SPEAKER_01 50:56

Yeah, 100%. Um, next one is how do you stay on track with everything when you can't find any motivation to get up and go?

SPEAKER_00 51:05

Systems, systems and automations and a business that, you know, I am so positive, but I do have those days when I'm like, and honestly, I do, and I'm like, I just I wish I could just have a job in our style when I come home and don't think about it till the next day. Like, because it is constant. But you know, when you push yourself and you keep scaling and you keep growing and you, you know, I feel like you have you have no motivation when you are stuck, and that's the only time where I want to evolve all of the time. I want to scale. What else can I do? What can I do to make this easier for me? What can I do to make this better? What can I do to make this bigger? But where if I am just stuck behind that treatment bed all of the time, that's when I've got no motivation because it becomes like groundhog day. It becomes like, oh I've got to chase new clients this week. I've got to like win of these next, I've got to do this content. I don't even know what content to post. Again, having a plan, having a plan. What do you want from this business and having an end goal? Right? I want to make X amount of money by the end of the month. What do I need to do to get there? I want 10,000 by the end of the month. How do we get this? What do we need to do? Who's my ideal audience? Let's post with purpose. Let's look at the content, not like, oh, I've got to post again on Instagram.

SPEAKER_01 52:20

Yeah, I think that I I get that energy a lot. Some people when I get a lot of people talking about content and asking, like, oh, I just don't know what to post, I don't know what to do, I hate content, I hate having to do content. And if you have that sort of like mindset and you're constantly telling yourself, I hate this, I hate doing this, I don't want to do this, I hate doing this, your brain is never gonna feel like excited about it or be like, yeah, let's do this, let's get it done, it's gonna be great. Woo! Yeah, like it's like one of those things where it's never gonna change unless you physically change it. You have to change your outlook on things, you have to think, well, if I do this content, that's gonna earn me money. Well, if I do this content, that's gonna get me the clients booked in. If I do this content, that's what's gonna grow my business. And you just have to see it as part of your job. It just is what it is, and the more as well, like I love doing content. I actually really, really, really enjoy it. And the more you do it and the more you learn about it, and the more knowledge you have about it, the easier it gets. So I think a lot of the time when people are like, Oh god, I hate doing this, it is just through a lack of knowledge because they're like, I don't know how to go.

SPEAKER_00 53:29

It is a lot of mindset, and and inside my programme, I have a mindset coach. So she comes on in the first week of every single month, and it's kind of like it's the red car theory. It's like, you know, if you buy a red car, when you go out, you see those red cars everywhere. Yeah. And it's because nothing in the world's changed. There's not just more red cars, it's just that your brain filters what you're thinking about. So because you're thinking about this red car, you kind of see them everywhere. Yeah, but when there was a time you wasn't thinking about it, you just didn't notice them because your brain didn't filter it. So if you're filtering this like negative mindset on your business, that's all you think about because your brain's filtering what you think about. And again, that's where it comes again to the imposter syndrome, is like train your brain to think, no, this means growth, this is good, it means good, that's coming from this, it means I'm gonna scale. And then also with the you know, your mindset is thinking, no, actually, like I really do hate content because you're probably posting with no purpose. So let's go all in on my ideal audience. Let me talk about, you know, for example, with you like going all in on the acne. And you know, when you see other people start to engage and they want a book and they're asking questions and they can relate because you become unrelatable with your story and acne, and you see more people engaging with you and wanting to book, that's when it becomes more exciting. It's probably that you're just stuck in a rut that you feel so negative about around everything around your business.

SPEAKER_01 54:58

Yeah, for sure. I think, like you say, mindset is everything about literally anything, whether it's getting up and going to the gym in the morning, whether it's, you know, like say content, whether it's going to work, whether it's literally anything, if you're if you have a negative mindset around it, it's only going to attract that negative energy. So I think mindset is such a huge thing when you do something on your own business and running your own business. Next question is if you were starting to do multiple streams of income, what would be your first move?

SPEAKER_00 55:34

Maybe starting with your memberships inside your business or your subscriptions if you've not got those. So that side of the business kind of running itself now. You know, you're not chasing your clients, the clients are booked in months in advance, you're not starting your month on zero. So because that's already running smoothly, you've got then time to work on the other things. So, you know, your e-books, your online courses, your master classes, you've then got time to work on those where, you know, it's kind of like don't run before you can walk. Or when you're trying to, you know, fix all different kinds of your business all at once, before when one section already started, it kind of then becomes overwhelming and nothing seems to work properly. So it's structuring already what you already have in place and then scale on top of that. And again, so many people, and like so many of my students stuff, when they do listen to this, they'll be like, hey, she is again with this house theory. And I use it as a house. So, you know, if you build a house, you structure the foundations first.

SPEAKER_03 56:34

Yeah.

SPEAKER_00 56:34

And if those those foundations aren't secured properly, the how what happens, the house falls down. If you don't structure the foundations of your business and you keep putting these more bricks on, you know, another course, another treatment. I'm gonna, you know, open an academy, I'm gonna do a masterclass, I'm gonna create an e-book, everything just begins to crumble because you didn't structure the foundations of your business. And it's the best theory ever. I repeat myself about it all the time, but it's such a true theory. It would again kind of make sure everything else is really structured, the system is in place for that business, it's really structured, it's really tight, you know, you get like everything that side of the business that can then run smooth. And then it is looking at the right platforms, not just put a creating an ebook and saying, I've created an ebook, guys, like having a whole launch plan as well. Yeah, like create the launch plan, creating urgency, creating curiosity, you know, speaking about it, the educational post, what's involved, and always say, like, even when you're trying to sell a course or an ebook or anything in particular, don't just info dump. Yeah, this is what's included in a big massive list and loads of text because people don't read it. All people want to know is what's the transformation and what is in it for them. And that's all people want to know.

SPEAKER_01 58:04

Yeah. And another one is how can I scale without burnout?

SPEAKER_00 58:09

My favourite topic. Where do we begin? How long have we got? So scaling without burnout again is about structuring those foundations. So thinking about that house theory again. How can I really structure it? What systems can I put in place? Because when we talked about before, having a million different jobs is not I'm being booked and busy. That's not the goal. The goal is to work less and earn more, having systems in your business, having automations in your business, having a really good, strong foundation in your business. I know that it's so hard, and I have been there before, and it's like, well, that's easier said than done. But it's like there's the whole theory of like, you know, you hate your content because you're not posting with purpose. Yeah, if I say to someone who's your ideal audience and they'll go, I'm not too sure, I was like, Well, there's the problem, let's fix that now. Because if you're talking to everybody, you're talking to nobody. So it's about really looking at the foundations of your business. If you just keep adding and adding, or you know, some people are like, oh Lauren, I'm gonna go on this new, you know, they've got a treatment menu of 15 things, and they're like, I'm gonna introduce laser hair removal, for example. And like, why are you just adding you just adding more burnout and you become on this hamster wheel where you're running on this hamster wheel and you jump off and go, oh my god, I am no further along. So it's looking at what you've already got, removing things that you don't enjoy and that don't move the needle in your business. Yeah. Moving those treatments, if they're not moving the needle in your business and they're really low ticket and you don't enjoy them, remove them. And people go, Oh, I'm not doing that because such you want my book in. But you know, if this is a 20-pound treatment and it's gonna take you half an hour plus, start moving the needle in your business. You can work on your business instead of in your business. So I would say if you want to scale, start setting time aside to work on your business, not in your business. And that is massive.

SPEAKER_01 1:00:05

Yeah, I talk a lot about sort of like minimising treatment lists a lot because I think one, it's unnecessary to be offering a million and one different things. Two, it's confusing for clients when they come to booking because they think, especially when it comes to skin, they think, well, I don't know what I need. So yeah. So then they just don't book, or they'll book the wrong thing, which means you then need to message them, which is admin, to say, Oh, you've booked the wrong thing, let's get it changed, rah rah. And all of that either A just puts the client off booking like full stop, or B just gives you more work to do overall. I've seen a lot of people, and I am also in the process of doing it as well, is really narrowing treatment lists down to just having bespoke treatments. So there's not microneedle in this chemical peel, that chemical peel, this treatment, that treatment, this treatment for acne, this treatment for pigmentation. You've got maybe three treatments on your list, all bespoke. So the client comes in, you'll have your consultation, and you'll decide on the day what they have done. So that client doesn't have to actually make that decision, and the client isn't picking the treatment that they're having based off finance. Because nine times out of ten, if you've got a treatment that's 80 pounds and a treatment that's 180 pounds, clients are always gonna go for the 80 pound one, even if it's the 180 pound one.

SPEAKER_00 1:01:30

And I feel like again, when we are talking about, you know, where you can be overshared and things, it's like if you're selling something especially like skin or you know, aesthetics, anything like that, price point doesn't matter. Um, and it's exactly like when I say about being the nose queen, and I was super insecure about my nose as well. So I feel like whatever the cost is, if you're gonna make my nose exactly how I want it, or you know, if you're gonna treat my skin exactly how I want it, the price shouldn't doesn't matter. So it's about targeting those premium paying clients. It's about selling your premium packages over, you know, your£20 package. If you've got a package set or, you know, a treatment that's£100, why are you still like chasing those clients who are just getting those£20 ones? Because it just you're just you're just gonna cause burnout. And then I would never just sell the out sell the outcome before the price, because people will always choose based off the price before you've sold the outcome. So then you lose the sale.

SPEAKER_02 1:02:29

Yeah.

SPEAKER_00 1:02:29

So if you sell some so well, if you sell something to me, if you know if I you know I do suffer with breakouts, but you know, if I suffered really bad with acne and you're really selling it to me, and then but you told me the price was already£400 before you'd even sold it to me. I've already decided if I'm gonna buy it or not. But if you're like we can really target your acne, you know, I've suffered with it myself before, and you're selling the outcome of you know me not having these breakouts anymore, and I'm like, oh my god, that sounds amazing. Absolutely, absolutely. Then you drop the price on me. I'm already sold anyway, so I'm like, that's fine. Yeah, so it's selling the outcome before the price as well. So don't stress that you think, I don't know if anyone's gonna pay that price. You sell the outcome first.

SPEAKER_01 1:03:12

Another one is I I really wanted to create passive income, but I don't feel like I have enough followers.

SPEAKER_00 1:03:17

Again, what I spoke about before, followers need mean nothing. I have a student who is in my profit path programme. I think she's got just under 500 followers, and you absolutely cannot get an appointment with her. She had a text message not long ago and she was like, um, you are harder to get booked in with than Buckingham Palace. It was so funny. Um it's not about followers, it is about having the right followers, the right audience. And if you then want to go into passive income, again, those followers, if they're the right audience, followers don't matter. Build your own mailing list.

SPEAKER_02 1:03:55

Yeah.

SPEAKER_00 1:03:56

Focus on building your own mailing list that doesn't just come from followers, like I said before, and make more money from an email than I do off an Instagram post 95% of the time.

SPEAKER_01 1:04:06

Yeah. Because I think those people have already like a follow on Instagram, like you'll follow somebody with that a whim, you'll think, oh, that post was nice. Follow. Whereas to hand over your Instagram, it's usually either to get something. So if you've got like a freebie or whatever, or if you're actually like invested in what they're offering. Um so I think people on your email list are already invested in you, they're already like they've been convinced to give you that personal information where they don't.

SPEAKER_00 1:04:35

Well, they're all fat and warm leads. We're not Instagram's probably 90% cold leads, so you're just selling to people that wouldn't buy anyway. So I really wouldn't. And you know what, I don't think it matters. I think gone are the days where like, and I remember those days as well, you probably will as well. Where like when you went on someone's Instagram, the first and you know you want to book an appointment, the first thing you looked at is how many followers have they got. And like my husband's still stuck in those times where you know he doesn't have his own business, so he doesn't really get it. I mean, they don't get it anyway. But you know, he will go, he'll say things and like, well, she's only got this many followers, and I'm like, and it really doesn't matter anymore. Or, you know, she's got a hundred thousand followers, and and well, like when I spoke about before, where like one of my posts can get 50 likes, but it made me 3,000 pounds. Followers don't matter anymore because it all can just be a backlog of cold leads, so I'm just constantly selling to colder leads. Obviously, it's amazing, grow them, but grow them with the right audience. Yeah. Doesn't matter how many followers you've got as long as it's the right audience. As I see my student, she's under 500, but her followers are all hot leads, every single one of them, and you just can't get an appointment with her.

SPEAKER_01 1:05:48

Yeah, yeah, that's great. Yeah, that is it for all of the questions. So I feel like that's it for the the episode. We're over an hour. Let's finish. Up with tell everybody what your Instagram is, where to find your what your like current offerings are. So I know you've got your program that's running at the minute. Yeah.

SPEAKER_00 1:06:12

So on Instagram, I am by Lauren Johnson. So please give me a follow. And the programs I run. So I have a six and twelve month program, and that is called the Profit Path. Inside that is full business mentoring and coaching. That's where you get all your one-to-ones. That's where we build all of your systems, your automations. We scale your business. We do your content, your mindset, and where we build all passive income or all multiple income streams is where we build it inside the profit path. It's all built inside there.

SPEAKER_01 1:06:45

Okay. Amazing. So as always, if you have enjoyed the podcast, please tag us in your stories. You can tag at the skin industry underscore. You can also tag Lauren in this one as well. Please do. You want any more information, you can either give us a message or message Lauren directly, and we can give you some more info about her programmes. And thank you for being here for another week. Thanks, guys.