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Dan Kennedy famously said that your content should be like a dog whistle. And what that means is that for the right person, they're going to hear that whistle that you're blowing. Your content should speak to a certain type of human. Welcome to the MedSpa CEO podcast, where I teach you how to grow and scale your med, spa or aesthetic practice so that you can have the income and impact you know you were meant for without overwhelm, stress, or feeling like you have to sacrifice your personal life and happiness to do so. It's totally possible for you and your business. Plus, simpler than you think. Keep listening to find out how well hello my beautiful friend. Welcome back to another episode of the podcast. I can hardly believe that it's June, that June is here, that we are like plowing through summer. And it's just been so fun with my daughters being off of school. And I hope wherever it is that you are that you're enjoying this summer. For us, it's like our winter. We're entering the months where the heat is going to be into the triple digits for months on end. But I really do enjoy the change of pace that summer brings. So I hope you're having an awesome summer. Today's episode we are actually going to sort of piggyback off of the episode that precedes this episode. So if you haven't listened to that one, I do recommend going back and listening to it when you have a chance. It's not a requirement for this episode, but it will help complement this episode as well too. So today we're talking about content creation and why content creation feels so hard and how to fix it without burning out. So, you know, it's interesting, most of my clients, not all, but most of my clients, I would say 80 to 90% of my clients are. It might even be. I should actually try to get the actual stat on this. It's probably around 90% or maybe higher than 90% of my clients are actually practitioner owner. Right? So they were a physician, NP, PA, RN, you know, and now even other practitioners we work with as well, or an esthetician or what have you. And then they became an owner. And certainly for many of my clients that came out of medicine, having to create content wasn't a skill set that they had to have. That you had to have. Right. It wasn't a part of your previous job descriptions that you held and modern business ownership. Now it actually doesn't matter what industry you're in. Every small business owner, every successful small business owner that really wants to grow and succeed is like a mini media company, right? And in one hand, this is incredible, right? This is amazing because we get all of this opportunity to create visibility and to position ourselves and to, you know, generate leads, if you will, through. Through free methods, right? We got social media now and you can create a website for yourself and you can rank for SEO and there's so many different things you can do with like a digital footprint. The problem on the other hand, though, is that many of you in your former lives never had to actually do the things that creatively you need to do in order to have a mini media company. And so I think some of the most successful aesthetic businesses, aesthetic practices, wellness practices in the industry today are those that have taken the concept of having, and they may not use the term media company, but have taken the concept of thinking of themselves like a mini media company seriously. And they've consistently created content in a way that has differentiated themselves from their competitors and has really created resonance for the types of premium patients or clients they're trying to attract to their business. So today we're gonna talk about what nobody really talks about. And it's this idea that creative exhaustion, or not having the creative energy, if you will, is a challenge that many of you face that is preventing you from growing your business in a way that's going to be very sustainable. So first, I want to say, if content feels hard for you, it is not because you're lazy or lacking brilliance. It is simply because you have not developed the skill set in this area. And it makes sense for many of you. Many of you are coming from fields and especially those of you who are coming from medicine, it was just not something that was a part of your job description. So it's only natural that that creative muscle would not be well developed, if you will. So what happens to many of our clients is they can feel that they are not as proficient as they'd like to be in actually the creative area of being able to produce content, whether it's for social media, for emails, for video, for SEO, for blog, whatever it might be that they would like to create content for. So what ends up happening is they end up outsourcing this. Many of you end up outsourcing this to third party marketing and social media agencies because you're like, look, I know this is a weak point for me, so you outsource it to social media and marketing agencies. Now, the problem with this is that many of you are abdicating the creative leadership of your business to a third party, as opposed to Delegating your creative direction to another agency that's going to help you actually execute the vision that you have for the media, whether this is social media content or emails or a blog or a YouTube channel, whatever it might be, Right? And so you don't want to abdicate it to a third party, like we talked about on the recent episode, is that you actually have to maintain the creative leadership of your business. This is how you will make sure that you maintain your voice, your conviction, and the vision that you have when you hire a marketing agency or you outsource it to a marketing agency. And I've seen this with my clients over and over and over again. And some of my clients who work with the same marketing agencies is that they don't have very clear, unique value propositions that have been created. And it's because these marketing agencies sort of take their model and they implement it in the different businesses. So they aren't necessarily able to really create something that's unique and different and really truly tap in. Because part of the effectiveness for creating that authority that I want for all of you and for your content to help you create is that you can't have authority through somebody else. You either have it or you don't have it. You either decide to create it and establish it, which means owning the direction of the content that's going out. So this means that you need to be heavy handed in the process of what your content is going to be look like. So you can't completely outsource this. So today we're not going to be talking about batching content or trending audio or algorithm hacking. Today I wanted to talk about a problem that I see with many of you and your content. And it's this, I call it the to whom it may concern content problem. So you know those emails or those letters that are to whom it may concern. There's this formalness, this professionalism. We probably learned to write these in college or high school. Many of you have content that has a very to whom it may concern feel to it. And so I want to talk about one. Is this a problem for you and your content? So let's actually. Because the first step is awareness, right? The first step is admitting we have a problem, a content problem. And then I want to showcase some examples of how you can actually, if you do authority infused content, if you take our cashflow content frameworks and our magnetic marketing and our authority infused content frameworks, you can really actually creatively make your content sing more and magnetically attract certain types of patients and clients and actually be dynamic enough with your content to really pull people in. Because to whom it may concern content is just going to get lost in the sea of information saturation with everybody else in the market. So for lots of esthetic content that's out there that I see is generic, it reads like a vendor or a social media assistant actually created it. And that not the real life humans, you guys, the personality, the personal brand, your authority and expertise gets lost in the translation. So what we're gonna do is we're gonna go through some examples of what to whom it may concern content may look like. Now we're gonna use examples for certain types of packages that are for certain types of humans. One clear thing that I recommend all of you have and when I want you to think about your content is I want you to think about how your content, whether this is social content, we're going to be using more social type content examples or examples that would make sense in social and your emails, we're going to use those types of examples. But this is true if you have a blog or any other content you might be creating as well too, or even the content in your displays or if you're doing direct mail all applies. We first want to make sure the foundation of what we're doing with our content is set up. We want to make sure that we have content that actually links back to certain offers that we want to become known for. And those offers should solve high value problems and offer high value solutions for a certain type of patient that you know will be completely blown away by that problem being solved or that solution, that desired outcome being achieved. So that is the foundation of our content. We want it to lean back to that. Now that in of itself will help improve your content. It will help actually differentiate you because your offers that you are actually creating your content for will actually be unique and not just generic, vendor based. When I say vendor based, it's like, you know, insert microneedling, RF company, insert IPL company, insert neuromodulator company if you will, hyaluronic acid company insert certain types of microneedling or chemical peels or, you know, types of facials or what have you. Those are vendor specific, that is generic. Many other people in your local market are marketing those things. Those are those people's brands, right? We want our own branded offers, then we want our content to link back to this. Does every piece of content that you put out on social media need to link back to an offer? Not necessarily. You can do brand Building content. There's other types of content we can do. But what I found for most of you is that many of you are very heavy handed on the other type of content that the influencers are telling you to do. To build, know like and trust. You know, worry about the trending audios, like show the personalities of individuals. Many of you will do jokes that only your peers would understand that aren't even, you know, that are almost offensive to some of your patients and clients. So we can have some brand building content and by all means creatively do that type of content as well too. But for many of you, you need to actually double down on cash flow content. The content that's actually going to link back to your signature offers. Okay? So we are actually starting with a decent foundation. So some of you even have that decent foundation now you've got your signature offers in play and you know, you should be connecting your content back to those offers. And then some of you are starting to create guides, right? And even when I'm helping folks create their premium pieces of content. Okay, so what do I mean by premium pieces of content? These are longer content. You know, I don't mean long like it needs to be a book report. I just mean that that can be used as an ideal patient magnet. Okay? Some folks call these lead magnets, we call these ideal patient magnets, okay? These are things that people will opt into. And so what I've noticed sometimes, even with folks who create guides for certain humans is that they fall in this trap of the guide ends up reading like To Whom it May Concern, okay? And I don't want that for you. I don't want any of you to have To Whom It May Concern content happening. So let's actually dive into some examples. Let's assume you've got your foundation in place, you've got your signature offers. You're working on some ideal patient magnet guides that are going to link back to your offers as well too. So let's say we're creating content for a contour package To Whom It May Concern content might look like a. Our contouring package helps define your features and reduce fat in stubborn areas. Book a consult today to find out which treatment is right for you. Sort of boring, right? Sort of. To whom It May Concern. So here's resonant authority infused content. Okay, here's the truth. You don't want to look different. You want to look defined, more lifted, more rested. Our signature contour package was designed for women who are ready to reclaim structure with without surgery. Whether it's softening heaviness in the lower face or restoring a clearer profile. We focus on balance, not just volume because this isn't just about chasing youth, it's about reclaiming your edge. That content sings a little bit more, right? I would feel seen in that content more because the goal with your content is for your folks to feel seen. Dan Kennedy famously said that your content should be like a dog whistle. And what that means is that for the right person, they're going to hear that whistle that you're blowing. Your content should speak to a certain type of human. Okay, here's another example with a brightening package. Our brightening treatment helps reduce this is to whom it may concern content. Our brightening treatment helps reduce dullness and improve your skin tone using medical grade facials and serums. Book a consult to get glowing this sounds like very flat generic copy. Here's some resonant authority infused content. There's a difference between skin that looks good with makeup and skin that glows on its own. Our signature brightening series was created for women whose skin just isn't bouncing back the way it used to. Maybe it's post pregnancy pigment, hormonal dullness or sun exposure that's finally catching up. We target stubborn, not surface level damage with a protocol that's part cellular repair, part glob up strategy. This isn't a quick fix. This is your skin's comeback story. Because when your skin radiates health, confident flows naturally. All right. Better right now I would actually even add in some storytelling to this. And so inside of Ask Heather AI One of the things that I built inside of our content frameworks, inside the content bot specifically, is that it would naturally have prompts built into it where you could add in micro specific stories. Add in client testimonials as well too, because imagine tying in a story about one of your actual clients, Jane, who came to you post three pregnancies and saying that her skin, since her pregnancies and having three children just did not feel the same. It was uneven, she had dark spots. It had lost the freshness and the tautness that it had pre children. Right? You are pulling me in with that resonance because storytelling helps, right? So how can you take your to whom it may concern content and really actually pull it in so that it has that storytelling? So you're pulling in the reader or the listener of the video if you will, because it's the same type of storytelling you want to do in your video scripts as well too. Let's do one more basic example with the weight loss package as well too. So To Whom It May Concern Content for a Weight Loss Packet Our weight loss program helps you lose weight and feel better using customized injections, meal plans and accountability coaching. Schedule your free consult today. Okay, so this is flat and overused and really there's zero emotional relevance or originality. Okay, so let's just spark it up a bit with some resonant and authority infused content. You're not lazy, you're not unmotivated, you're just done wasting time on plans that don't understand your body or your lifestyle. Our Get Tight and Skinny package is for women who've tried it all gym memberships, Quick Fix shots, Influencer meal plans and are finally ready for a medically backed, strategically monitored path that works with your hormones and not against them. We combine advanced compounded injectables with expert LED support so that you're not just shedding pounds, you're reclaiming trust in your body. Again, this isn't just about weight loss, it's your authority over your health. All right. Better, right? We're speaking to her problems. We're showcasing how our solution is different. We're telling her that she's not alone. You've tried a lot of things, right? The ideal person has probably tried a lot of things for their weight loss journey as well too. Again, we could spark this up and even go deeper here and add in some actual client testimonials and stories as well too to really showcase the problems and the solutions as well too. So bottom line is if you feel like you have a to whom it may concern problem with your content, make sure that you are really looking at it and assessing. First of all, is our foundation set up right? Are we creating content with our offers in mind? Because the goal with our content should be that it leads back to our offering and is actually helping us build our business. So make sure that you are transitioning most of your content over to like at least 70% of your content. Having it actually link back to an offer as well too, or to be created with the certain type of human in mind that that offer is going to help. Because oftentimes the problem with the content is that it is being done well for many of you, sometimes it's being done last minute. You have third party people who are helping you as well too, and they're doing the best that they can with what you've given them. If your offer suite is pretty generic, it's hard for them to creatively. Like I used to say this when I had the skin Socialite membership and it's one of the reasons I transformed how I work with clients is because I felt like I was putting lipstick on a pig. Okay. So you do need to actually make sure that you have a unique offering because that's gonna help, right? Cause putting together a unique offering, putting together creative, unique methods and frameworks for what it is that you do. And this all comes down to sort of like what the theme of our recent episodes have been is this idea about taking the creative energy. And one of the reasons why content feels so hard is because the creative capital that is involved with being the mini media company, it takes a lot of creative capital and most of you feel like tapped out on the creative capital. It's hard for many of you. And so if you didn't already listen to the episode where we talk about how you need to be the chief creative officer for your business, be sure to listen to that because we talk about some real practical applications for actually building your creative muscle. But I really want for all of you to start playing around with really shifting your to whom it may concern content over to be more vibrant and resident and authority infused. And if you would like help with this, first of all, you should consider buying cash flow content. I will link that up into the show notes. That is our training that gives you our cash flow content system around having content that links back to your offers. And we also talk high level about our magnetic marketing funnels in that training as well too. This is also why I created Ask Heather AI. I knew from working with so many of you that many of you like you don't have the creative capital to actually create the kind of media that you wanna create. That's going to build that unstoppable brand that you wanna build, that's gonna position you differently, that's gonna call in folks to just be diehards of your social media and of all of the content that you put out as well too. So that you would have a sidekick helper to be the creative sidekick that you need in order to have the creative energy to put out a lot more content. So if you're interested in that as well too, I will put that in the show notes. And if you're interested in the unstoppable brand class, I'll link that up in the show notes as well too. You can also DM me over on Instagram the word unstoppable and we will send you over the link to learn more about that masterclass and in our DMs as well. That is what I have for you this week, my friend. I will see you next week. Thank you for being with me. Hey, if you're enjoying this podcast and you're a boutique results driven med spa owner who's looking to drive more sales profitably each month without hustling yourself into the ground to do so, then you should consider applying to join us inside of the MedSpa Advantage. It's the only program designed to help help you grow your revenue and profits while gaining back more time so that you don't feel scattered and drained while running and growing your business each month. To learn more about whether or not you're a fit for joining us, you can head over to heatherturveen.com apply to apply to get on a call with us to learn more. That's heatherturveen.com apply to learn more. Sam.