Med Spa CEO Podcast Episode Summary

Episode: How I Made $340K From A $97 Offer
Host: Heather Terveen
Date: August 27, 2025

Main Theme & Purpose

In this episode, Heather Terveen breaks down how she generated approximately $340,000 in 6-7 months from a single $97 front-end product. The purpose is to give med spa and aesthetic practice owners a practical blueprint for making advertising investments pay off, illustrating the necessity of a strategic backend system. Heather emphasizes that successful scaling is not about converting every new client, but intentionally filtering and nurturing the right ones through signature offers and consistent consultation processes.

Key Discussion Points & Insights

1. Mindset Shift: Not Everyone Is Your Ideal Client

• Heather starts by reframing expectations: “The goal isn’t to convert everybody...I want to filter some people out because I’m looking at the long-term positioning of my brand and who it is I really want to work with.” (00:00)
• She highlights that not every lead from a $97 offer needs to become a lifetime client. Filtering is part of sustainable and high-quality growth.

2. The Power and Structure of a Low-Ticket Front-End Offer

• Heather explains how her $97 product is positioned at the top of the funnel to attract new leads.
• The $97 offer is linked to a larger ecosystem: “It’s connected to my multimillion dollar menu masterclass and then I have a back-end offer suite that once they get into my ecosystem, they get dropped in.” (09:39)
• She draws a parallel to typical med spa offers like microneedling or facials, and encourages listeners to build similar strategic funnels.

3. Why Referrals and Cold Ad Leads Require Different Systems

• Referrals convert easily due to personal trust, but “what happens is when you decide that you want to scale more...and you are trying to grow your business with other levers like advertising...then things start to break down.” (05:20)
• Heather stresses the necessity of pre-designed, high-value signature packages for cold leads, not just customized ad hoc plans.

4. Signature Offers & Consult Systems

• “Rule number one is you have to start with the end in mind.” (14:15)
• Heather repeatedly insists on having 2-3 signature packages tied to each front-end offer, making it clear for both team members and clients what the next step is.
• She provides an anecdote about Dr. Tanya Williams, who tripled her revenue by switching from low-value, non-converting packages to premium, results-driven ones, despite initial doubts about her market’s ability to pay. (12:30)

5. Profit from Ads (Not Just Traffic)

• It’s not about making the ad self-sustaining, but building a system that increases lifetime value and average visit value.
• “If we obsess about those two numbers, there’s no way that you can’t win.” (32:00)
• Breaking even on the front end is acceptable if the backend is robust and profitable.

6. Team Alignment & Rejection as a Filter—not a Flaw

• Heather shares how many teams focus too much on non-conversions and need a mindset shift:
  • “That’s 20%. We’re gonna help you actually dial this in even better...but I had to remind her, that’s actually not that bad.” (39:00)
• Non-converting leads are often “people that are just gonna jump around from every Groupon offer and every new ad funnel that they see from every clinic in town. And those aren’t your people.” (44:30)

Notable Quotes & Memorable Moments

• On Filtering Leads:
  “The goal isn’t to convert everybody… I want to filter some people out because I’m looking at the long-term positioning of my brand and who it is I really want to work with.” (Heather, 00:00, repeated 28:40)

• On The Power of Backend Offers:
  “You need a signature offer suite. So whether that’s signature packages, signature programs… getting it radically clear for your team and dialing in your consult process…” (Heather, 20:10)

• On Overcoming Limiting Beliefs:
  “She was like, look, this is never going to work because I’m in this market in Kansas where 70% of the market is migrant farmers and they don’t have the budget for these $7,000 or $8,000 packages. And so I told her to shelve that thought… And lo and behold, she was able to triple her revenue.” (Heather recounting Dr. Tanya Williams, 14:00)

• On Results Versus Warmth of Traffic:
  “The expectation that [cold traffic] would be just like your referrals is the wrong expectation to have when you’re running ads… That’s just the nature of the beast.” (Heather, 46:05)

Important Timestamps

• 00:00 – Heather: The goal isn’t to convert everybody; the value of filtering leads.
• 09:39 – How the $97 offer fits into a broader, profitable offer system.
• 12:30 – Case study: Tripling revenue with premium offer suites (Dr. Tanya Williams).
• 14:15 – “Start with the end in mind”: why pre-designed signature offers are essential.
• 20:10 – The structure and importance of signature offer suites and consults.
• 28:40 – Revisiting the importance of filtering out non-ideal patients.
• 32:00 – Lifetime value and average visit value as the key metrics for growth.
• 39:00 – Reframing team focus: 2 out of 10 cold leads converting is a success.
• 44:30 – Identifying and releasing the “GroupOn hoppers.”
• 46:05 – Dismantling the myth that ad leads will behave like referrals.
• End – Encouragement to implement the system for greater profitability and peace of mind.

Final Takeaways

• Strategic front-end offers are an entry point—not the end goal.
• A robust backend system with signature offers and a clear consultation process maximizes profitability from advertising.
• Training your team to value quality over quantity of conversions is crucial for long-term brand positioning and business satisfaction.
• Track lifetime value and average visit value: these two numbers tell the real story.

Heather’s actionable, mindset-first approach moves med spa owners from sporadic growth and referrals-only models to true scalability—with personal balance and exceptional patient outcomes at the heart.