The Secret to Using Specificity to Attract Premium Clients - Med Spa CEO

Summary

Med Spa CEO Podcast Summary: "The Secret to Using Specificity to Attract Premium Clients"

Host: Heather Terveen
Episode Release Date: October 16, 2024
Podcast Description: The Med Spa CEO Podcast empowers boutique, results-driven med spa and aesthetic practice owners to enhance their profits without the grind of endless nights and weekends. Heather’s mission is to help med spa owners provide abundantly for their families, enjoy personal lives, and deliver exceptional patient experiences.

Introduction

In the episode titled "The Secret to Using Specificity to Attract Premium Clients," Heather Terveen delves deep into the pivotal role that specificity plays in marketing and selling within the competitive med spa and aesthetic industry. Building upon concepts from the previous episode, Heather emphasizes how tailoring offerings and marketing strategies to specific client needs can significantly enhance business growth and client satisfaction.

The Power of Specificity in Marketing and Sales

[03:30] Heather introduces the central thesis of the episode: "Specificity is what sells." She explains that as markets mature and become more sophisticated, the demand for specialized and targeted offerings increases. This trend is evident across all industries, including aesthetics, where clients seek tailored solutions that precisely address their unique needs.

Market Sophistication and the Need for Specificity

[05:15] Heather discusses how increased market sophistication necessitates specialization. "As our industry becomes more advanced and competitive, specificity and specialization naturally emerge as key differentiators." This evolution requires businesses to move away from generic services and towards highly curated packages that resonate deeply with their target audience.

Creating Resonance Through Specificity

[06:45] Heather elaborates on the concept of resonance, highlighting that specificity helps in attracting clients who feel personally addressed by the offerings. "We buy and we're willing to travel far for things we're willing to spend more money on—because we've found resonance with their specificity." This connection fosters a sense of trust and authority, making clients more predisposed to choosing your services.

Real-World Examples of Effective Specificity

[09:20] To illustrate her points, Heather shares personal anecdotes and observations:

Doodle Parent Ad: "I was immediately attracted to an ad that specifically targeted 'doodle parents' with a solution for itchy skin. The specificity made the product irresistible to me because it addressed a problem I personally experience."
(Timestamp: 09:20)
Perimenopause Content: "Content around perimenopause is highly specific. While it may not appeal to everyone, it deeply resonates with those who are experiencing it, making them more likely to engage with the content and offerings."
(Timestamp: 12:10)
Women Who Lift Heavy: Heather mentions a $3,000 nutrition and fitness program tailored for women who lift heavy and aim to build muscle. "The specificity of targeting women who lift heavy made the program stand out and convinced me to invest in it."
(Timestamp: 15:05)

Implementing Specificity in Your Med Spa

Heather provides actionable strategies for med spa owners to incorporate specificity into their business models effectively.

1. Designing Specific Offerings

[18:00] Heather advocates for creating signature menus and curated packages tailored to distinct client personas. "By designing packages with specific clients in mind, you productize your protocols, making it easier for clients to make decisions that align with their unique needs."

2. Enhancing the Sales Process with Specificity

[22:30] Introducing the Cares Selling Process—an acronym for Clarify, Affirm, Recommend, Explain, Show—Heather explains how a structured, specific sales approach can make clients feel seen and understood. "A specific sales process ensures that every interaction is tailored to the client's needs, enhancing their trust and likelihood to purchase."

3. Crafting Specific Marketing Content

[25:45] Heather emphasizes that specificity in marketing content is crucial for attracting premium clients. She suggests moving beyond generic topics like "tox" or "HydraFacial" to more targeted content that addresses specific problems or tells particular stories. "Specific content speaks directly to your ideal clients, making them feel personally addressed and more inclined to engage with your services."

4. Obtaining Specific Testimonials and Case Studies

[29:10] Shifting from generic testimonials to specific ones can significantly enhance credibility and appeal. Heather advises med spa owners to solicit feedback that highlights how their services solved particular problems or achieved desired outcomes. "Specific testimonials provide tangible proof of your expertise and the effectiveness of your tailored solutions."
(Timestamp: 29:10)

Strategic Application of Specificity

Heather uses the analogy of fishing bait to illustrate the importance of specificity in attracting the right clients. "If you're fishing for a marlin, you wouldn't use worm bait. Similarly, in marketing, you need the right 'specific bait'—be it targeted offers, content, or testimonials—to attract your ideal premium clients."
(Timestamp: 32:40)

Promotional Segment

While Heather primarily focuses on delivering valuable content, she also highlights resources available for med spa owners seeking to dive deeper into specificity-driven marketing:

Premium Patient Magnet Toolkit: Available for $47, designed to help create offers and messaging that attract premium clients.
(Timestamp: 35:20)
Med Spa Advantage Program: Aimed at helping boutique med spa owners grow revenue and profits while reclaiming personal time. Interested listeners can apply at heatherterveen.com/apply.
(Timestamp: 36:15)

Conclusion

Heather wraps up the episode by reiterating the crucial role of specificity in attracting and retaining premium clients. By tailoring offerings, sales processes, marketing content, and testimonials to specific client needs and desires, med spa owners can position themselves as authorities in their niche, foster deeper connections with their audience, and ultimately drive sustainable business growth.

“Specificity is how you call in premium patients and clients. Specificity is what makes it easier to actually sell.”
(Timestamp: 07:55)

Takeaways:

Embrace Specificity: Tailor every aspect of your business to address the unique needs of your target clients.
Develop Signature Offerings: Create curated packages that resonate deeply with specific client personas.
Optimize Sales Processes: Implement structured, specific sales methods to enhance client trust and conversion rates.
Targeted Marketing Content: Focus on creating content that speaks directly to the problems and desires of your ideal clients.
Gather Specific Testimonials: Solicit feedback that highlights how your services effectively solve particular client challenges.

By systematically integrating specificity into your med spa’s operations, you can effectively attract premium clients who value personalized and expertly tailored services, thereby driving both profitability and client satisfaction.

Transcript

Heather Terveen (0:00)

When we actually imagine and design and put together carefully curated packages and programs with specific clients and patients in mind, that specificity is what makes it easier to actually sell. Welcome to the Med Spa 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 with 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. All right my friend, welcome to another episode of the podcast. I'm so excited you are joining me today. This episode is a really great second part in many ways to the episode that immediately precedes this episode. So if you haven't had a chance to yet, I do recommend listening to that episode and either pausing this and going back to listen to that episode and then coming back to this episode or just listening to it after the fact is probably fine as well too. That episode was all about how can we magnetically attract premium clients or patients to our med spas or practices and really be able to sort of write our own destiny, if you will. And this episode we are going to double down on what I really think the secret sauce is to being able to not only call in premium patients and clients, but also do so in a way that really, really makes it so that they come to your practice or your med spa incredibly pre sold on you, your expertise, your authority, your team's author, and just the offers that you have, your menu items and all of those things. The true secret and I see this happening, and I've been honestly calling it for years now, but I mean, the first time I talked about on the podcast was probably over four years ago and it's this idea that specificity is what sells. And the reason why specificity sells is because number one, market sophistication is happening. So in every industry, as markets become more sophisticated aa they become more mature, they become more competitive, they become more advanced. That is all the multifacetedness of when a market like ours, the aesthetics industry, becomes more sophisticated. It is natural that specificity and specializing comes out of that. But today I'm talking a little bit different, a different type of specificity. The other big, big reason why specificity sells, and I talked about this on the previous episode that I was saying you need to listen to that precedes this episode is that we buy and we're willing to travel far for things we're willing to spend more money for things that we have resonance with. And specificity is something that calls out folks who are going to resonate with that specificity because it's specifically speaking to them. When I'm talking about resonance and the reason why I talk about it and that specificity is such a critical part of it. And I give you a couple of examples. If you follow me on Instagram and you ever look at my stories, you will sometimes see that I share my dog, Rosie, who is a mini Australian labradoodle. She looks like a goldendoodle or a cavapoo, but she's a mini Australian labradoodle. So she's a doodle. And about a month ago, I got retargeted with this ad that was hey, doodle parent. And I mean, immediately this ad stopped me. I'm like, whoa. You know, the metaverse is just crazy sometimes. Of course I'm a doodle parent. So hey, doodle parent. And it said something around the idea how to get your doodle to not have to itch themselves and to, like, fix their itchy skin. And oh my gosh, this particular ad stopped me in the tracks because I have a doodle who has itchy skin and who bites at herself, sometimes scratches herself. And this particular ad was for some sort of a vitamin supplement that you give to your doodle. And it supposedly helps with itchy skin. And so I am planning on buying this vitamin. I have it saved in my shop. And one of the reason it resonated with me was because the specificity of the ad. Another thing, and this is just the stage of life. I'm in perimenopause and menopause products right now. I am in perimenopause, okay, Every time. Like, I'm very fascinated by this. But products, services, content around perimenopause because it is so specific. You've heard me say before, Dan Kennedy calls it the dog whistle. The dog whistle is that, you know, my husband's not going to stop and read some perimenopause article. My daughters are not going to stop and read some perimenopause article. But you can bet your booty I'm going to stop and read it because I feel called out by the specificity of that. Another example is I talked about before how I signed up for this nutrition and fitness program with Jenny the nutritionist called Create youe Shape. And this particular fitness and macro coaching program was for women who lift heavy. Okay? So it was just for women who lift heavy. So specific. And I'm a woman who's lifting heavy, who's trying to build muscle. And this program, it was $3,000 for a four month program. I purchased it and felt called out by it because of the specificity of it. Okay, so specificity sells. And I want to give you some ideas on how you can apply using specificity in order to make it easier to market and sell your practice and your med spa. One of the reasons I love signature menus and really designing and thinking like an architect almost of creating a menu around specific clients or patients is because when we actually imagine and design and put together carefully curated packages and programs with specific clients and patients in mind, that specificity productizes those protocols for you. But one of the secrets is that it makes it highly specified for your patient or client to be able to make decisions on those offers. Specificity is how you call in premium patients and clients. Specificity is what makes it easier to actually sell. And there's many different ways of filtering specificity. It could be stage of life. It could be certain problems that a offer specifically solves for. It could be certain outcomes, desired outcomes, specifically that your patient or client wants to have. When you apply specificity to your offering, it makes each of your menu packages and programs that much more irresistible. Because we are looking for specific solutions and authorities and experts are able to put together, it also positions you as an authority and expert. The second place where you can really use specificity is in your sales process. We have a process we teach all of our clients inside of MSA called the Cares Selling Process. It is an acronym C A R E S that stands for Clarify, affirm, recommend, Explain, Show. Now, this process is designed to help you actually take that signature offering and the human in front of you and carefully make them feel like everything is specifically designed for them. And the reason that you can do that is because you use a really specific process that is designed to give them specific solutions as well too. So the more specific you can get in your sales process, the more the person will feel seen and heard. The next part that I wanted to dive into was specificity in your marketing. And this is honestly, truly, as we finish out 2024 and we go into 2025 into 2026, this is what the secret sauce to effective marketing, whether it's online or anywhere else, is going to be. Specificity. Specificity is what resonates. Specificity is what is going to call in those premium patients and clients. I've talked about this actually before on a recent content post about the content that is winning on email and social media right now. So instead of generic content around tox or microneedling or IPL or HydraFacial, putting together really specific content that actually speaks to to specific problems, specific clients, specific stories is what is going to win because it calls in those specific people you're looking to attract as well too. And a couple other places that I'm seeing this, that I am seeing a shift and actually I'm going to be making a shift as well too is like even when you're looking at your testimonials and your reviews and getting, you know, client or patient feedback and case studies, if you will, instead of getting generic testimonials, where can you update your policy, your process rather for getting really specific testimonials. So this is a shift I'm making as well too, to get specific on specific things. So specific parts of our process, getting feedback on that specific area so that we are getting specific testimonials and reviews, if you will. Case studies on specific things. The same thing for you guys as opposed to like, oh, Tina and her team are great, which you know, is credentialing you in a way. And those have value too. But I think really doubling down on saying, okay, how can we get specific testimonials on specific packages, on specific things that we're doing so that specific problems that this person feels like we have solved for them, specific outcomes that we know we want to solve, but we want to attract more patients who are looking to solve these problems problems or get these desired outcomes and strategically look at our testimonial process and to actually pluck that what you want to attract more of, like the offers you want to sell more of. How can you strategically look at your social media content, the way you're collecting testimonials and the way you're writing your emails even, and make it be that you are creating everything? You know, I use that analogy. If you want to catch a marlin and you're doing big game fishing, you cannot go fishing with worm as your bait. And so what we have to do is really start thinking, okay, if it's not worm as bait, so metaphorically like a monthly discount, what can we do to update our offers? What can we do to make sure that our social posts, the way we're creating our testimonials, and then I also really love creating guides and that's something that we help our clients do inside of msa. Those are like ideal patient or client magnets guides on specific things, whether it's like a clear skin guide for an acne program or an ultimate anti aging guide that talks about your full facial rejuvenation package. The more we create our marketing content with specificity, the more our ideal patients and clients will see themselves in that and feel called in in the same way that I felt called in when I saw hey Doodle owner. Does your doodle have itchy skin in the same way perimenopause content or menopause content calls me in in the same way? I purchased Jenny the Nutritionist Create youe Shape program because she had very specific content in her social media that was around women who lift heavy and who are looking to build muscles. It was specific so I started following her and then she had an offer, a program that was very specific as well too and so sold me on her to wrap it up. Where can you be using specificity to sell and market more and to call in that premium client and patient that you are looking to serve? Also, if you are interested in learning and diving into this type of content more, you have to snag my Premium Patient Magnet toolkit. You can go over to eatherterveen and DM me the word magnet and I will send you that toolkit link if you will to grab the toolkit. It's only $47 right now and it drops on October 24th and it is going to be incredible. It's going to help you be able to create offers and messaging and positioning that is going to truly call in that premium patient and client that you are looking to call in. That is what I have for you this week my friend. I will see you next week. Hey, if you're 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 heatherterveen.com apply to apply to get on a call with us to learn more. That's heatherterveen.com apply to learn more.