Overwhelmed, Uninspired & Ready to Stop Posting? Listen to This First

If showing up on social media feels harder than usual right now, you’re definitely not the only one.

So many skin specialists are feeling stuck in a content lull. You’re spending hours thinking about what to post, questioning whether anyone is even seeing it and wondering how you’re supposed to stay consistent when your content doesn’t seem to be bringing in new clients.

In this episode, I’m talking honestly about why social media feels so overwhelming at the moment and how to get yourself moving again without putting even more pressure on yourself.

We’re covering:

• How to work through a creative lull when you feel completely uninspired
• Why posting more content isn’t always the answer
• What makes content effective when you want to attract new clients
• How to create posts that speak directly to the people you want to work with
• Why your content may be getting engagement but not converting into bookings
• How to stop overthinking every post and start creating with more intention
• Why content isn’t the only way to grow your business
• How to find and connect with potential new clients through your DMs
• The difference between starting genuine conversations and sending cold, salesy messages

You don’t need to go viral, post every day or force yourself to constantly come up with brand-new ideas. You need a clearer strategy, content that speaks to the right people and the confidence to actively create opportunities instead of waiting for clients to find you.

If you’ve been feeling invisible online, comparing yourself to everyone else or wondering whether there’s any point in posting anymore, listen to this episode before you give up.

If you enjoy the episode, share it on your stories and tag @theskindustry_ and @foxieskinclinic so I can see you’re listening 🩷✨

Transcript

SPEAKER_00 0:00

Hi guys, I'm back. It honestly feels like forever since I've recorded one of these. Like, what the hell? It has been so long. Obviously, I was meant to upload last week. I recorded an unreal episode. Like, I was so pleased with it. When I finished it, I was like, oh my god, that was sick. And then I recorded it on my phone. I usually record it on my laptop, but for some reason the app won't work on my laptop, so that's really, really annoying. So I'm having to do it a slightly different way today as well. But I was recording it using the back camera of my phone as well, so I couldn't actually see my phone screen. Went round, grabbed my phone, and it told me that the mic had disconnected 20 minutes into my hour-long episode. So I was not impressed. And I also did not have any more time to record that week. And yeah, I was fuming because it was such a great episode. I even got emotional, like, oh, it was unreal, but hey-ho, shit happens. We move on. So basically, what I covered in last week's episode that never made it live was my holiday, my new position within Skin and Kin. And I also talked about passive income, which I am actually gonna leave that now until probably next week, because I actually have a different topic that I want to cover this week now, just because of what I've been seeing everywhere. So I'm gonna cover that this week and I'll do passive income next week and sort of tell you about my experience with that before going on holiday. But yeah, I went on holiday. Well, I got back two weeks ago, which it honestly feels like months ago at this point. It feels like it never even happened. But it was unreal. It was with my friends, there were 11 of us, we had a villa, there was a heat wave while we were there, so it got up to 38 degrees in Spain, which was insane. Like I actually don't think I've ever experienced 38 degrees, but I loved it, it was a great week. I completely switched off from work, which I never, ever, ever do. Like I really, really, really, really struggle to switch off from work, even on holiday. But I think because I was with my friends, so I was with, you know, all of the people that I would usually be on my phone for and to speak to, I just didn't really look at my phone, or still didn't speak to my partner. But other than that, like nothing. I posted a couple of times on my story, but I didn't post once on the grid the whole time I was away, and even for like a couple of days when I got back as well, because I just I couldn't get back into the swing of it. But it was just really nice to fully switch off and fully step away. The only thing I did that was work related while I was there was my acne program check-ins. So I do my check-ins with my virtual clients every Tuesday. So I did those. It took me like an hour in the morning. I did tell them that it wouldn't be, you know, necessarily as in-depth as they usually are because I am away, but I would still, you know, go through things with them if they needed to. But everyone was on really good, like, progress, so you know, there wasn't really a lot that was needed. So that was really, really nice. I do actually go away again in three weeks. So I'm going to Italy this time to Sorrento, which I am pumped for the food. Oh my god, Italian food is one of my absolute favourites. So the thought of being able to have an actual, real, authentic Italian Caesar salad is sending me feral. Like, I, yeah, if you know me, you know I fuck with a Caesar salad. It's one of my favourite things that I could eat every day and actually just never get bored of. And I did go through a phase of doing that. I used to have it for my lunch at work every day for a good two or three months. But yeah, can't wait for that. Can't wait for all of the freshly made pasta and the gelato as well. I love a gelato. I'd always choose a gelato over a regular ice cream. So also cannot wait for that. And just the vibes as well. Like everybody that I've spoken to that has been to Sorrento before says how unreal it is. So I cannot wait for that. And that's I'm actually going on a family holiday, which I've not been on a family holiday for maybe close to 15 years. So we'll see if we all end up coming home alive or if anybody murders the rest of us. But yeah, the next thing is my new position in Skin and Kin, which feels like an actual dream. I joined Skin and Kin on the very, very first intake when Sophie first launched it and opened the doors. So I think that was September last year. So it's been almost a year of being in Skin and Kin. And a couple of months ago, Sophie actually reached out to me and asked me if I would consider becoming an educator within it. I couldn't say yes fast enough. Like I read the email and I just thought, is this real? Like, am I actually being asked to do that? Like, that's actually insane to me. All just because I'm a yapper. I am a yapper. I am in that group day and night. I am answering answering people's questions. I'm giving unsolicited advice. I'm just there constantly and chronically online for Skin and Kin. And I just love it. Like I really do love this space. Obviously, I talked about it so much on the pod before, but it is just such a nice space. And Sophia's created the most incredible community and just brought so many people together. Like I have made some actual friends from Skin and Kin and like girls that I've met in there. I would now class as my friends, and we talk all the time outside of the group as well as inside of the group, and everyone's just so helpful and is so supportive and just wants you to win. There's no like bad vibes in there, or you know, anyone trying to tear anybody else down. It's honestly just like the purest of vibes. So I had my first call with Skinny Kin that was like led by me last week, and I enjoyed it so much more. Like I knew I was gonna enjoy it because give me a chance to sit and yap about my favourite thing, which is skin and acne and how to treat acne and all of that. Like I'm all over it, obviously, given I have a podcast and I just chat shit every week and people listen to it. But like the reception that it got as well was just so nice. So my actual part of the call went on for about an hour and 20 minutes, and then we had nearly 40 minutes of answering questions afterwards, which I was just so grateful to everybody for doing that because I thought if I finish this call and everyone's just like silent, I actually don't know what I'll do. Like the thought of people actually engaging and being interested and asking questions and wanting to know more just felt so nice, and like people were really, really there and really like present within it, and then the feedback that I got after it as well was so nice. Like the amount of people that I had reached out to me straight after the call and the following days was honestly gorgeous. I felt like I was part of just the nicest community of people, and I just need to thank Sophie for that. Giving me this opportunity feels like a dream. Like I'm so grateful for it. It is truly is my passion, and it's what I want to do with my life. I want to help clients and I want to treat acne and I want to give people their confidence back, but then I also want to work with skin specialists who don't feel confident in you know everything they're doing or feel like they need a little bit more help with things or just want to learn more. Like that, that's those are my people. Those are who I want to work with. And I've spoken about it previously as in I have my 80s, so I am qualified to teach. I don't want to teach beginners, like I genuinely couldn't think of anything worse. That's not my vibe, not what I want to do at all. I want to teach and coach and help the girls that have done their beginners' course, and now what? Now, where do I go from here? Kind of thing. How do I get the new clients? What am I posting on socials? You know, how am I treating acne? I need more information on that. Those are the people that I want to help. So I feel like being a part of Skinning Kid now fits that sort of ethos for me so perfectly. And I can just help people all the time. So that's super nice, and I'm so grateful and couldn't be more thankful of Sophie asking me to be part of it. But what I want to talk about today is something that I've been seeing all over socials this week, and I've had a lot of conversations with other skin specialists as well, and they have also sort of repeated this sentiment as well of just feeling so deflated with social media and creating content and stuff at the moment. And I have also just been through this myself when I got back from holiday. I think taking the week off, then when I came back to it, I just thought, now what? Like, I have no idea how to get myself back into this. I'm really stuck. Um, so I'm gonna tell you what I did to get myself out of it because I'm fully back in my flow. I sat and in an hour the other day, I had to spare like an hour at work, and I sat and I smashed out four talking reels because I just thought, I've got an hour free, let's get some content banked. I knew what I wanted from it, I knew who my target audience was, and I knew what I wanted to achieve with that content going out, and that is basically the key. When you're creating content, I think sometimes we just create content for the sake of creating content. We feel like, oh god, well, we need to post, so I'll just put this out, I'll just put that out. What you need to do is think about what you want from the content. What is your goal with the content? So, my example that I'll do so for example, let's say you're launching a new treatment this month. So, for example, skin pen, you're launching skin pen. For a month, all of your content needs to be focused on skin pen, not just having the treatment done, but who it's for, what your benefit from having skin pen, like what the benefits are of skin pen, should I say, why skin pen is better than other microneedling, showing any results that you have already, or if you even have your own results even better, talking to your target audience of your skin pen clients. So whether you treat, you know, aging skin, whether you're a pigmentation girly, whether you're an acne girly, whatever, whoever your target audience is, I want you to write down who they are. I want you to write down what they want from you. So when they're coming to you for a treatment, what they expect. And then also education is really, really important. But I think sometimes, and I have done this in the past, and it took somebody else explaining it to me for me to truly understand where I was going wrong. A lot of the time with education, we educate clients as if they're skin specialists, and we post things that we as skin specialists would want to see, or that we think other skin specialists will think, yeah, that's good content. Other skin specialists are not your target audience if you're looking for treatment bookings. So, what you need to do is move from education to emotion. So you want to see more of say how acne feels. So instead of your acne isn't a skincare problem, you could say you avoid bright lighting because you're worried people will notice your skin, or you cancel plans because you're having a bad day. People don't connect with the acne specifically, they connect with their experience of acne. So how they feel having acne, what their experience is with acne and how they behave because of their acne and how they emotionally like feel because of their acne. And you could do it again with, you know, aging or pigmentation, it all works the exact same, but focusing more on the client and their experience rather than just education all the time will separate you from other people, and it will also make the client feel like you understand and they can trust you with their emotions and this really big part of them that could be, you know, really weighing them down. I had a client in the other day for a consultation about her acne, she's been struggling with it for I think she said 25 years, and she also struggles quite badly with eczema as well. And she was sat in front of me and I could just see it in her eyes and just the way that her body language was like she honestly had nothing left. She was deflated, she had just had enough of dealing with this all the time. And let me find the message. I messaged her afterwards. Um, well, I said to her when she was in, I want you to send me some pictures through of um your supplements that you're using because she was using quite a few different ones, so I wanted to see which ones specifically so I could investigate them a little bit more. And I was getting her signed up for my acne programme as well, so we could really, really support her. So I just sent her a message, just following up on getting these photos sent over. And she replied and said, apologies, I will get on it this weekend and set up the payment. I'd been trying to persuade my other half that it's a worthwhile investment for my physical and mental well-being. And I just said, Oh, lovely, given the way you're feeling at the moment, I would say it's absolutely worth it. I could see it in you when you came in on Wednesday, you just look defeated with it all. And she said, Definitely, I'm literally at rock bottom and starting to work with you gives me hope. I'll have it sorted by tomorrow. Thank you. So just me validating her feelings and telling her that I can physically see the way it's affecting her got her to sign up instantly. There wasn't any back and forth, there was no sort of like, oh well, you know, this and that and money and blah blah blah. She understood that even just the way that she physically feels means that signing up with me is worth it because of the way obviously I portrayed and like explained myself and what we can do for her in the consultation. You can do that on socials. You are essentially this is the right way to put it, but having a consultation with a client before you've ever seen them or spoke to them. You're convincing them that what you're selling they need. So back to skin pen. Why does somebody need skin pen? Hone in on that target audience, really hone in on who it is that you're talking to and speak to their emotion. Don't go all in on the well, skin pen helps to build collagen, and collagen does this and that and the other, and blah, blah, blah, blah. They don't care. All they want to know is what results they're gonna get and what it's gonna do for them. Yes, obviously, having a bit of science thrown in every now and again to make you stand out as an expert is great. And I wouldn't say to stop doing it, but speaking directly to your client, to your ideal client, and telling them, I see you, this is what I can do for you, is gonna get you so much further than a million educational reels and a million carousels with all of the technical jargoning and whatnot. Social proof is also another really, really great tool to use. So if you have done case studies or you have done some models, get feedback from them and then screenshot that and post it and you know, say this is what clients that have had it done previously have said about the treatment, and this is these are their results, and blah, blah, blah. Sell it, show them what they're gonna get then as well. Show them the emotion that comes with the treatment, show them what they're physically gonna get in the before and the afters. You're selling to a client, you're selling the experience and you're selling the results, and you're selling how it's gonna make them feel. In terms of I think filming and editing content and stuff, doing it in batches for me is the best way because I don't have time to do content every day. I don't have time to sit down and edit a reel, you know, for half an hour and then post it and be catching up on comments and engaging with other people as well. So making sure that I've got content batched for the week and I know what I'm posting which day is really, really helpful and save so much time. So maybe even writing yourself a little content plan. Some people do it for a full month. I cannot do that. I'm too, I'm not ADHD, I don't have ADHD, but honestly, it would not surprise me if I did. I flick between a million different things all the time, and I change my mind on what I want to do all the time. So I will do a week. I'll write down what I want to achieve that week. So my goal currently is to get five signups on my new InClinic program. So it's basically my virtual programme, but including treatments, and also five consultation calls booked in for my virtual program. I this week have already got three in-clinic program signups and two calls booked in. So I might basically I'm halfway to my goal for each month, basically, because I have something very, very exciting coming up there, which we can't talk about, but I basically need to be earning an extra one and a half grand a month, and that's how I'm gonna do it, is being have like having this income locked in every single month. I need to do, I need to have five people on my in-clinic programme, that's a six-month programme, so then by the end of that, I get another five on it, and that keeps that up. And then also five people join my virtual programme as well. Again, that's a 12-week one, so that's a bit more sort of a regular intake. Um, and that's my goal, and I've I set that goal for myself on was it what was it Tuesday? I have my call with Lauren on Tuesday, so yeah, it was Tuesday, and uh at the time of recording, it's Saturday today, and I've already done it off because I've put my mind to it. I know exactly who I'm speaking to, I know exactly who I'm targeting, and I've gone out and I've got it. You also don't need to only get clients through posting. I get a lot of my clients in the DMs. I will reach out to people. So with my InClinic programme, I've reached out to either current clients or clients that I've had previously, explained the situation and gone, like, how does this sound for you? Do you want more information? The ones that have said yes, I've given them a bit more information, given them the spiel, sold it more, and then hit them with the price. And three sign-ups in a week is unreal. I've not even launched it on socials. This is the first time I'm speaking about it publicly. And I have capacity for five people currently. I'm gonna see how that goes because I also obviously have my virtual one as well. So that means I'll have 10 people that I'm having weekly check-ins with. I've already filled that before I've launched it on socials just through the DMs. You don't have to get all of your clients from posting. It's building relationships, it's reaching out to people. I send every new follower that's not a skin specialist. So I'll have a little look through my followers each week. Every single new follower that's a potential client, they get a message from me that basically just says, like, hello, I hope you're well and don't mind me reaching out. Thank you for following my page. I explain who I am, who I work with, and then add the emotion in. So I work with women who've tried what feels like everything for their acne, the antibiotics, the pill, the endless skincare, and still aren't seeing the results they deserve. My approach looks at what's actually driving it underneath things like hormones, blood such blood sugar, stress, and gut health, which most people are never told are even connected to their skin. And then I ask a question because you always want to ask a question in the DMs. Always leave it open and not a yes or no question. It needs to be an open question. So it always ends with I I have this saved in my notes and I just copy and paste it. I'd love to know what's your skin been like lately and what have you already tried? Even if you're not sure where to start, I'm happy to help point you in the right direction. The amount of replies this message gets me is insane. Unreal. I used to have another one that I used to use that was a lot shorter, it was shorter and it just it wasn't as good. And very few replies would it get me. So I tweaked it, I actually put it into Claude and told it what because Claude is my new favourite thing in the world. Chat GPD is gone. Claude is here. Unreal. If you haven't tried it, let me know. I'll send you a link for the your like first month for free. Insane. Um, so I put it into Claude, my original message, and I said, I want you to rewrite this message for me. I want it to basically draw a client in, speak to their emotion, and like garner a response basically. I want you to include this information about me and who I am, this information about who I work with and how I work, basically. Um, and it gave me that message back and oh my god, the results from it have been unreal. So do not sleep on the DMs, girls, because they're so useful. You can also mark people in your DMs. So I mark potential leads. Anybody that replies to that message, they get a lead mark put on them. So I can then filter my messages and just get the leads back, and I'll check in on them in a week's time and just be like, hello, me again. Or I'll open up my leads folder and I'll go through it, and anybody that's posted a story, I'll reply to it. So I'm just like keeping them in my world and you're building a relationship with them. And a lot of the time, especially when you're working with people and their skin problems, it is a problem for them. It's something that they probably feel really insecure about and really sort of negatively about. So, you know, going to some random stranger might feel really scary for them. So by building that relationship with that person, you're showing them that you can be trusted. You are a safe person to talk to about these things. Maybe they then will come into the clinic and see you and talk to you about their skin and show you their skin without any makeup on. Because for a lot of people, that's really, really daunting. So using your DMs is really useful. Using your stories to get like those warm leads. So using sticker taps, using polls, using question boxes, all of those like interactive things that you could put on your story. Insanely useful because then every single person that uses them, so if they tap the sticker, if they vote on a poll, if they ask a question, you can then message them directly. So I had I posted one the other day about my one-to-one coaching calls that I do. I'd done one in the morning, so I just recorded a little b-roll of me doing the call, put over it, sort of explained that I do these calls, what they include. If you want more information, tap the sticker. Every single person that tapped that sticker got a message. They got the exact same message. It was basically, hey, like thank you for um reaching out, or no, thank you for tapping the sticker. Can you just tell me a little bit of information about what it is that you're struggling with within your business at the moment? That way people can then give me a little bit of a backstory of what's going on, and then I can give them a little bit of information about how I can help them achieve that, and that then opens it up for them as to whether they think, oh, actually, yeah, that does sound like something I want to do, or maybe I don't, kind of thing. Um, but yeah, I think there's just there's a lot of negativity on socials at the moment about socials being really hard, and I do get it, it is overwhelming, there is a lot going on at all times, you know, it's that constant, oh god, I just want to get engagement, I just want to go viral, which is great and can be really, really helpful. But if you're a service-based business, going viral is pointless because the majority of those people that see that post, say you went viral, you got half a million views. How many of them are actually local to you? How many of them are going to be actual paying clients? Not many. Like I've gone viral in the past, it's great, it obviously boosts the ego, it feels good, but does it actually earn you any money? Not really as a service-based business, because the only people that will, you know, come to you for a service tend to be local. So I think if we shift the focus from going viral and getting loads of engagement to just reaching your target audience, the shift feels less draining and demanding. So maybe after today, you go away, you work on who your target audience is, you write it out, write it out in your notes in your phone, and then you can put that into either ChatGPT or Claude or whoever you use and get them to put you a plan together. Get them to help you build who you're talking to and what sort of posts would help with that, or any information to include to help speak to that specific client. If it is something that you are struggling with and you kind of you don't really know who your target audience is, or you don't know how to build that content plan or what content to even, you know, make in the first place. I do offer the one-to-one coaching calls, and I do speak about content in most of the calls I do. I think it is one of the the biggest struggles in this industry with the girls that I speak to. Content is a really big one. So the calls are an hour and a half, they're completely bespoke to whatever you want to talk about. Literally anything is nothing's off bounds. Like, I will help you with whatever I can help you with. They are an hour and a half, you get the full amount of time spent on you. You also get a full sort of like transcript of notes from the call sent over to you after as well. So, you know, you don't really have to take any notes if you didn't want to, if you want to just focus. I find it really hard to take notes and focus on somebody talking at the same time. So this is kind of why I introduced that. I will send over the transcript and the notes and everything from the call so you can then use those to create your action plan basically. I'm putting the cost of these calls up at the beginning of August because they do have so much value in them. And sort of the feedback I've had from the ones that I have done over the last couple of months, I feel like they they do have a lot of value. And so from the beginning of August, they are going up. But if you did want to book one, if you book it before the beginning of August, you will get it for the existing price. So if that is something you would like to maybe explore or have a chat to me about, give me a message and we can talk a little bit more in depth about what it is that you're struggling with, how I can help you, and what we can sort of like do together kind of thing. And we'll go from there. But yeah, by the time of this going out, you will have one, two, two, one, two, three, four, five days to decide whether you want one at the existing price. I also only have quite limited availability in August as well, with me going away. I'm quite busy, so I would probably say there's maybe four slots that I have available at the moment. So I have had two people book this morning for them. So I do I have four spaces left basically. Once they're gone, they're probably gone. I don't think I've got much um sort of leeway either with adding hours and stuff on this month. So I would get that booked if you think you want one. But I hope this has been helpful for you. As I said at the beginning, next week I'm gonna cover passive income and what I did before I went on holiday. That was literally the most insane thing that I've ever done. And I made the most money I've ever made in my life in the shortest amount of time that actually made it possible for me to do something that I've always wanted to do, and it's it felt like such a pinch me moment. It was just insane. So I know that's really, really vague, but I'm gonna save that for next week completely, and yeah, that's gonna be a good one because whoa, I was not aware that I was like capable of making that amount of money in such a short period of time. So definitely be ready for that one next week. And yeah, as usual, if you have enjoyed this episode, tag us on your stories, tag the skindustry and tag my clinic as well, Foxy Skin Clinic. The skin industry is at the skin industry underscore. I hope you all have a gorgeous week. If anybody has any questions about anything as well, I'm always available to chat. I'm always in the DMs, so never feel like cheeky or anything for reaching out. That's what I'm here for. Give me a shout, and I will speak to you next week.