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Med Spa CEO
How to Become a Category of One in Your Market
00:29:55
Are you tired of competing on price and struggling to stand out? In this episode, I break down the key to transform your MedSpa into a Category of One business that attracts a strong and loyal client base. I share simple but effective ways to stand...
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When you have your offering and the sales process mapped out, then I as a patient feel so held because you have that experience so dialed in. And if you think of any service based brand right now, they have a completely dialed in experience for their customers and you should too.
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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.
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And impact you know you were meant.
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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.
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Welcome my friends to another episode of the podcast. I am super pumped that you are joining me today for the inaugural episode where I am now recording video in conjunction with the audio. If you're just listening to this, you won't get to see my beautiful face on video. But a few months back actually I hired Dani and Brianne of Gooden Media to really up level the podcast and we're coming on to almost the 200th episode and it was time, it was time to really take the podcast to the next level. And the next few episodes through the end of 2024, you're going to notice that theme is underlying all of it. The idea of how can we level up, how can we 10x what we're doing? How can we go and take ourselves more seriously? How can we burn the boats and really storm the island for 2025 and even through 2024? So this episode is all about how to become a category of one med spot, esthetic practice, wellness center for what it is that you do in your market so that you can truly become competition proof. And the reason why becoming competition proof is so powerful is because many of you have the problem of what I like to call sameness.
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Okay?
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You have the problem of being the same as every other aesthetic practice, med spa, wellness center, aesthetic clinic in your area. And when we have this problem, this underlying problem of sameness, and you know that this is you, if you feel like you have to compete on price because you literally have the same technology, the same products, a lot of the same service menu items as other local med spas and aesthetic practices in your immediate area, okay? And so when you feel like you have that sameness happening, you don't feel like you can charge whatever you want to charge because you literally have a commoditized menu of services and products, okay? You also know you have this problem as well too, is if you have inconsistency in delivery across your team members.
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Okay?
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Now this is one that is less obvious. When you become a category of one, this means that you actually have to get clarity on what it is that you stand for, on what it is that makes you different, on how your experience is going to be so exceptional for your clients and patients. And if you feel like the experience and the delivery and the entire communication experience that your clients or patients have is different, depending on the provider that they see, then you know you haven't clearly drawn your line in the sand for becoming a category of one. The other way you know this is you. That you have this sameness problem that we're talking about is if you feel like you are constantly looking outside of yourself for direction. You're constantly looking at your peers in your market or even peers in other markets to help guide you for what it is that you invest in, for the type of marketing that you do, for what kind of delivery protocols that you have. If you relate to any of those statements I said, then you have a, what I like to call a sameness problem. And, my friend, this episode, we're going to help you fix that.
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Okay?
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Because when we finally fix the sameness problem, there's a couple things that you will experience differently, and it will help you exponentially be able to grow your business. So the first big shift, you will find, once you become a category of one where you are different, where you are iconic, where you are a trailblazer in your local market, it will first shift you energetically as a leader. You and your entire team will actually feel different about yourselves. And this actually sounds sort of esoteric and not important, but it is everything. When you energetically feel like you own what you specialize in, when you energetically feel like you know that your offers are completely different, your experience is different, that you actually have differentiation from other folks in your market, you can energetically show up more boldly. This will impact your marketing, your sales, what you charge as well. This is also how you will call in the patients and the clients that are willing to drive far to you. Because you are unique. They can't get what you have anywhere else because it is truly unique to you. I want to share a story. This was probably maybe early 2021. I had a social media subscription membership. Many of you know this. If you're newer to me, you may not know this. I had a social media subscription membership called the Skin Socialite. And we'd had this membership for a couple of years where we did Online marketing trainings. We deliver delivered content every single month to members. Aesthetic stock images. We were shooting inside of aesthetic practices and med spas every single month, creating great content trainings, delivering canva graphic templates. It was an awesome membership. But what happened was, was when Covid happened like a year or two before that, I really discovered that I wanted to shift how I was helping aesthetic practices and med spas and what have and really incorporate. I had become a certified life coach. I knew from doing and working with so many business owners at this point on their social media, on their marketing and what have you, that many of you had a core foundational problem with your offers, with your unique value proposition. And so when you would come to me for help with your social media, with your online marketing, many of you knew know that at one point we were doing done for you Facebook and Instagram ads for folks as well too is that it felt like putting lipstick on a pig.
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Okay.
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And I mean that with love. And so I knew that I wanted to shift to helping. We still help people with marketing, of course, but we have to help people fix the core underlying foundational problem which for many of you is not having, is not being, is the opposite of being a category of one, which is this sameness problem we're talking about. And so when I first sunsetted that membership in 2021, I actually went out and did one on one consulting and one on one coaching. And one of my clients in the skin socialite membership was one of the first handful of consulting and coaching clients that I took. And if she's listening to this, she will probably recognize herself. And so she had an esthetic clinic and they were really doing well.
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Okay.
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She was really busy and she was at a junction point where she knew she couldn't keep keeping up with the pace of delivering services as she was spending the lion's share of her time still in the clinic, actually seeing clients as well. And she had started bringing on new estheticians and growing her team. And she had two specialties at the time. So they did anti aging and then they also did acne. And so the work we did together when she first came to me is we decided that she was going to go all in on acne, okay. And to double down on the specialty that she really believed that she was not only getting the best results for her clients, but something that she really felt like she had a point of view where she could really blaze her own trail. So through our work together, we helped her put together a unique process, a unique framework for her clinic. We helped her put together an entire acne program and a few variations of that, and she doubled down and went all in on becoming a category of one for acne. And so when she decided to double down on that, her growth became exponential after that. Today I want to talk about some of the attributes, some of the characteristics and some of the values that you have to become really indoctrinated with in order to become like no one else in your market and to have all of those side benefits that we're talking about. That is where you can charge the prices you want to charge. You can call in the clients that are willing to drive far and wide for you, because what it is that you offer is so unique to you. So let's dive into, like, what are some of the characteristics that you will need to develop in order to radically create positioning in your market that is unlike anybody else, so that you can blaze your own trail, so that you can have exponential growth in 2025. So then you can actually have resonance.
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Okay.
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And what I mean by resonance is the premium patients and clients in your market that are looking to work with true authorities and experts for what it is that they do. That is they are going to resonate with certain types of practices and the leadership that is happening in that practice or clinic. And so some of the characteristics that you will need to have in order to become a category of one is what we're going to talk about next. Okay, so number one is having unique positioning. So how do we create unique positioning for you? And this is one of those things that I really noticed in the skin socialite membership with the folks we worked with is that we were like, you need to have unique positioning in your marketing.
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Right.
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Well, that's hard to do if your offering isn't unique. So step one, to have unique positioning, we have to unpack you actually creating a unique offering as well, too. And of course, if you have been listening to this podcast for any length of time, you know that I think the secret to really establishing a unique offering for you is to take. Take your generic a la carte commodity menu that is like everybody else and create a signature menu of premium esthetic packages, of premium programs, like that acne program that I helped my client create so that you're offering. The core of what you're offering is actually different, because when we make it different, then the positioning is innate to it. Okay, then the market positioning that we're going to do, yes, we can help you with your messaging. Yes, we can really Dial in who it is that we are talking to when you're marketing. But that will not over shadow if you have an offer problem. If you have an offer sameness problem.
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Okay?
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So in order to create unique positioning, we want you to have a unique offering, okay. That way we can differentiate you and then it makes the marketing so much easier. The other thing that happened for my client was another characteristic of category of one businesses.
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Okay.
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And that is that when she doubled down on acne, she became a recognized expert. She and her team. She has grown her team exponentially since this time a few years ago as well too. And because she doubled down on that one specialty, she was able to become an incredible expert in that category. Now what's interesting is that she focused on that they still had some anti aging services and, and things as well too. But the core of what they focused on, what they really wanted to develop mastery over, ended up being acne. When you think of iconic brands, when you think of category of one brand, I always love using the example of dry bar. That is a very focused brand. They actually paved and trailblazed in the hair salon industry by doubling down on blowouts. They became recognized experts at blowouts. So when you think about really blazing your own trail, what is it that you want to be a recognized expert in? It could be a certain type of problem that you solve, like acne, or it could be a certain type of human that you work with. So, for example, I always like to use myself. It could be perimenopausal women who have three kids and are looking for awesome aesthetic treatments to, you know, age as gracefully as we can, but as naturally as we can as well too. We don't want to look like a Beverly Hills housewife, you know what I'm saying? But category of 1 businesses are recognized experts at what they do. The next characteristic of a category of one business is exceptional client experiences, exceptional patient experiences. This is why I am so bullish on you all, really mapping out what the flow is for every single client or patient that comes to you. And it's one of the reasons why in MSA we spend so much time working with our clients on their consult process.
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Okay.
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We have a program called Five Figure Consults. If you're interested in it. It's heatherturveen.com consult. I highly recommend you grab it if you feel like you have inconsistency when it comes to consults for you and your team members as well. What's interesting in our industry, now that I've worked with literally Hundreds and hundreds and hundreds of you is that this is rampant in our industry, this, this inconsistent experience. You all will hire folks, more folks to work for you, more providers, whether that's injectors or estheticians or laser techs or what have you and then not really have a. That is really thought out ahead of time of what you want that client and patient experience to be. And so if you want to become a category of one, you want to dial in that roadmap, that intentional game plan, that attentional pathway that every single client and patient knows that they can trust with you all.
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Okay?
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We want to make sure that you have that decided upon ahead of time. So that way if I come to your practice or your med spa, I can actually know that whether I see Tammy or I see Pam, that there's going to be consistency in the experience, that I can be trusted, that there's going to be consistent, reliable results that I'm able to achieve. Because your offering is so well thought out, we want signature menus and then even signature recommendations that are not just customized treatment plans. This is why I will die on the hill, that I do not love customized treatment plans. Now this doesn't mean we don't use an exercise of creating customized treatment plans. I call these patient 365s where you really think you take certain patient avatars. And in fact I recommend you take real human patients that you love working with that you are like got amazing results for. And then you backend engineer what you would recommend for them for an entire year if you weren't limiting the scope of your recommendations with any preconceived notions you have about whether or not they can afford it or whether or not they have the time for it. You make your recommendations based on what you believe will help them get from point A to, to point B.
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Okay.
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That is the goal with your entire med spirit practice is to help a certain type of human get from where they are now and all the problems that they come to you with, whether it's facial rejuvenation type of problems, meaning they have uneven skin tone, they have, you know, laxity, they have dullness, they're tired of looking tired, all of those things. Or it's an acne client who has acne and scarring and cystic breakouts that they're looking to have help with as well too, getting clarity on where those humans are now. What are the outcomes that you are going to help them achieve? And then the middle part of that is having your offering that is completely unique Dialed in, decided upon ahead of time, the sales process, the literal consultation process mapped out. Because when you have your offering and the sales process mapped out, then I, as a patient, feel so held because you have that experience so dialed in. And if you think of any service based brand right now that has an iconic category of one business, like a dry bar, they have a completely dialed in experience for their customers and you should too. Another characteristic, we've already kind of talked about it, but I just want to highlight it, is that category of one businesses are innovative. They have their own unique way of doing things. They innovate. And it's actually one of the reasons, and you guys have heard this so many times that it almost falls on deaf ears where we're like, everybody's like, pick the niche, got an itch down, you gotta be more focused. And so you're like, yeah, yeah, yeah, yeah, yeah. But one of the reasons why we're so bullish on y'all doing that is because you can become true masters at something when you have doubled down and narrowed your focus as well too.
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Okay?
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So whether you narrow it down to being like having one to three specialties, tops, the more you narrow it down, the easier it is to innovate. Because innovators are very, very experienced. They're experts. And so they were very, very. They have lots of reps for what it is that they do. And the more you actually expand out what specialty it becomes. I'm using air quotes here for those of you who can't see me. They're not really specialties if you have like seven of them, right? You know, eventually that becomes so diluted that that's not really a specialty anymore. But one of those side benefits of really focusing down, like my client I was telling you about who decided to burn the boats and storm the island and go all in on acne, is that she became such an expert. She has been able to innovate in that space. And category of one businesses are able to totally innovate. And you can't really innovate if you're trying to be a specialist in three different areas. All right, so we're going to talk, we're going to kind of go back and forth between values and attributes that really. Category of one businesses have one of the attributes that category of one businesses especially. Category of one service based businesses especially. So this doesn't apply as much to like consumer product brands, if you will, but is this idea of developing your own frameworks, developing your own unique processes. This permeates honestly Everything that we do inside of msa, because your signature menu, your unique offerings, those are little mini frameworks for each of those offers. So for example, a brightening package, you guys know my classic because I am working on my brightening, my skin brightening. So it's the classic example that I use, that brightening package. One, we want to give it a sexy name, so it's uni tio and its outcome results focused. But two, that is a mini protocol, a mini framework that is unique to your business on how you believe that if somebody comes to you and they have uneven skin tone, they have hyperpigmentation, they have melasma from three pregnancies like me, they come to you and that framework actually makes it so you are unlike everybody else. But it is how category of one, especially service based businesses are able to, one, differentiate yourselves, to position yourselves as an expert, and then three, also productize your service based offering, okay? Which is critical because when you have, let's say, a customized treatment plan where you have a laundry list of the individual things that live inside a signature menu offer, like a brightening package, it makes the client feel like they have to pick and choose from those itemized things. When we package, you know, a sexy brightening package together for you, it actually makes it easier for that client to pluck that entire protocol or framework off the shelf. And it's a win win. You collect more revenue, they collect more results in the process. So ultimately, as we finish up 2024 and we look into 2025, it is my goal for each of you to totally and completely reinvent. For some of you, some of you, it's just a shift in how we're positioning and retweaking what you've got. For some of you, it's a reinvention, okay? And you know who you are if that is you as well. But it's my goal for you, it's my goal for every client that works with us, is to make you into a category of one business. Because when we do that, then you get to actually blaze your own trail. But create a business that thrives, where you don't have to compete on price, where your marketing becomes. We didn't even talk about what to do, marketing wise. And the reason why is because I know that if we shift your menu offering and we shift your sales system, that the marketing becomes so much easier as well too. But I'll leave you with one final tip. When it comes to marketing and how to really, really shift your marketing, it's gonna be something we are talking about more on this pod and it's also I have a new program that will be launching at the beginning of 2025 that is all based on this. So my marketing philosophy is, for all of my clients is that we're not just doing promotions, if you will. Promotions is one part of marketing. We are actually shifting you to an authority marketing system. What I mean by that is that you want your marketing to actually position you as the authority and the expert for what it is that you do. And that means we want to shift your marketing to focus on your unique offerings, that signature menu. Shift your marketing to those unique frameworks, those unique processes that you've put together as well too. Because that will make your marketing like a magnet for the types of premium patients and clients that I know you all are looking to work with. All right, my friend, if you know that you want to become a category of one business that by the end of 2024 and kicking off 2025, you are ready to rock and roll and create exponential growth and growing your revenue, growing the incredible results you're able to achieve for your patients and clients, then you should consider joining us inside the Med Spa Advantage. You can go to heatherturveen.com to learn more about that program as well too. That is what I have for you this week. I will see you next week.
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Hey, if you're interested enjoying this podcast and you're a boutique results driven med spa owner who is 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 Med Spa Advantage. It's the only program designed to 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.