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Med Spa CEO
Turn Strangers into Pre-Sold Patients (The Before-During-After Marketing Playbook)
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Visibility without trust doesn't book premium patients who are pre sold on your solutions. Trust is the conversion currency that you want to be working towards. What are trust building assets and how can you make sure that you are building trust building assets over time in your practice or clinic? Think about the customer journey so you have folks that don't know about you that are discovering you and that is your front end marketing. So that is step one of the marketing ecosystem. Then you have number two, the during that is the in person experience that once somebody has raised their hand, booked a consult and has come in to see you are a team member, how can you incorporate trust building assets in to step two and then the number three is the follow up and the after communication and so that is the marketing ecosystem. You all have an ecosystem, it's just whether or not you're being very intentional with it. Are you growing a business or creating the Most sought after MedSpa in your market? Welcome to the MedSpa CEO podcast where growth means better results, bigger profits and a schedule that actually gives you your life back. I'm Heather, strategist to the industry's most profitable aesthetic practices. From solo injectors to multi seven figure teams. I'm here to help visionary leaders like you package your brilliance, scale with clarity and build a business that feels as beautiful to run as the results you give your clients. It's time to set the standard, not blend into the industry noise. If you're ready to lead, to be seen and to grow a category of one brand, you're in the right place. Hey beautiful friend. If you're a longtime listener of the podcast who's been dying to work with me but hasn't pulled the trigger yet, I have an incredible opportunity to work with me for a fraction of the cost. If your estheticians can't explain your signature plans or your new injectors panic every time they have to sell a high ticket consult, it's not their fault, it's the system or more specifically your lack of one. That's exactly why I built Ask Heather AI, the first strategist level tool for aesthetic and wellness CEOs who want to scale with precision and stop flying by the seat of their pants. Inside, you get three powerful tools, each designed to solve the exact gaps that keep your growth tied to you. Turn your basic menu into a branded high ticket signature offer suite your whole team can sell. Train every team member to lead premium consults with confidence even if they've never sold a thing. Write magnetic messaging that attracts premium patients without Sounding like every other clinic online, these are the same frameworks we've used to scale clinics to seven figures and beyond. And they used to cost five figures to access. Now you can have them in your back pocket. Try ask Heather AI for 30 days and see what happens when you stop guessing and start scaling with words that work. Head over to heathertraveen.com trial to learn more. Well, hello my beautiful friend. Welcome back to another episode of the podcast. Today we are diving into how to actually use trust building assets in your marketing, in your content, in your marketing ecosystem, to actually really drive and magnetically attract those clients, those patients that are going to want your comprehensive solutions. And so what's interesting is that most med spas, most aesthetic practices, most wellness clinics believe that content is about visibility, it's about virality. And those are important too, right? We want visibility. We can't of course grow our businesses without a certain amount of visibility. Virality is a double edged sword, right? If you are going viral and attracting a bunch of folks that aren't even in your local market, aren't even good candidates for what it is that you do, then sometimes virality actually can be a negative because you end up actually growing the wrong audience of people following you. So I'm not a huge fan of like worrying about going going viral, if you will, because I've seen it happen. Not even just with my med spa, an aesthetic clinic clients, I've had it with my friends who have online businesses where it doesn't have to be a local market. And the negative side, the dark side of actually going viral that a lot of times people don't talk about. So the reality is that the purpose of your content should be to shorten the trust timeline with your ideal folks so that you can turn strangers into patients who already see you as the authority for the solutions that you can offer for them. It's been said multiple times in the last year there's been this shift, there's been this shift in consumer behavior, if you will. And we're in this, what some of my peers call a trust recession right now, right? Like you see it out there, you kind of feel it even with what's happening in our political climate right now too. And so we really want to have a strategy, we really want to have a game plan for actually building trust building assets in to your marketing ecosystem. And so marketing ecosystem is the term that I use to describe. I call it marketing ecosystem. I sometimes call it a unstoppable brand ecosystem, your profit ecosystem. They're all Used interchangeably to really convey the fact that you want to have a very dialed in, before, during and after experience for your customer journey. It's the simplest way that you can actually look at your marketing and not lose sight of the humans that your marketing is really designed to actually help. Your marketing is designed to help the humans that you want to serve understand how you can best help them. That is what marketing and I think we lose sight of that sometimes, right? The reason why I have a podcast, the reason if you follow me on Instagram, if you're on my email list, all of my content is designed to help you, right? And then yes, I am selling, I'm a business, I'm a for profit business. I want you to buy my things too. And of course I tie my things directly to how I think my products, my coaching, my services can help you. And your marketing should be the same way. So visibility without trust doesn't book premium patients who are pre sold on your solutions. Trust is the conversion currency that you want to be working towards. So what are trust building assets and how can you make sure that you are building trust building assets over time in your practice or clinic? So trust building assets come in a variety of forms and I'm going to give you some examples of what this could look like. But when you are thinking about making sure that you have trust building assets, I want you to really think about the humans that you serve. Think about the customer journey. So you have folks that don't know about you that are discovering you. Okay? And that is your front end marketing. So that is step one of the marketing ecosystem. So this is probably your organic social media, this is your advertising, your paid advertising, whether that's meta ads or in magazines or billboards, your SEO, your Google Ads, your collaborations, your events, your pr, all of those things that your referrals, those are part of your front end marketing, the word of mouth too. So that is number one. So how can we drop trust building assets in that front end step one? Okay, so put a pin in that first, then you have number two. So that was the before number one. Number two is the during, right? That is the in person experience that once somebody has raised their hand, booked a consult and has come in to see you are a team member and now they are in person. How can you incorporate trust building assets in to step two? What can we do during the consult? What can we have in the waiting area? What can we do at the front desk when they're about to check out? So we've got the before Number one, the during the number two and then the number three is the follow up and the after communication, right? Sometimes we call this internal marketing too. And so that is the marketing ecosystem. You all have an ecosystem. It's just whether or not you're being very intentional with it. So when we look at the deering, what trust building assets can we incorporate there? And then in the follow up and the after of how we reengage our patients and clients, like where can we stack trust building assets into step number three? I like to break it down that way because it gives you something tangible to sort of like wrap your hands around that. We actually want to strategically have trust building assets in all three different parts of the before, during, after of our ecosystem for our humans. The goal with the trust building assets in the front end marketing getting is and even in the follow up as well too is how can we have pieces of content that actually pre sell your authority before a patient ever meets you? Right? How can we have content that actually pre sells your authority before a patient ever actually meets you? Okay, so what can we actually be doing saying providing for folks in step one, right? So we're not talking about necessarily educational fluff or these day in the life posts, if you will. Those are fine. You can still do those for engagement purposes and to actually show your personality. But ultimately we actually want to hire and pay the folks the most that we truly believe are the ultimate authorities and experts for what it is that they do. So how can we show proof, frameworks, results and belief shifts? So show proof, have frameworks, show results and then have them have belief shifts, if you will. So examples can be obviously before and afters. Those show transformation, they show proof, right? They give social proof. But it's not just the photo. How can you turn your before and afters in to trust building case studies? How can we incorporate the story, right? Like how can we really convey the transformation, actually articulate the transformation of how this person came from point A to point B in a way that really resonates with the folks that we want it to resonate with, right? Which are other folks who want those similar results. So naming your frameworks having proprietary methods and frameworks, systems that are incredibly unique and proprietary to you conveys trust, conveys that you have a unique way of doing things, so much so that you actually named it and have done it so many times and have gotten such great outstanding results that you have a proprietary way of doing things. We know that this actually conveys trust in the customer's mind behind the Scenes of how you think. This is what I like to call authority point of view posts, okay? So these are different than a day in the life where it's just kind of like comedic and what have you. This is where you may walk through the thought process of a framework and why this framework gets outstanding outcomes, right? So maybe you have an entire acne boot camp or system. And so you have your proprietary XYZ clear skin framework, right? Your XYZ acne method that is a proprietary framework. Ooh, I'm listening. Now I suffer from acne or my child suffers from acne. I'm listening. And then you do behind the scenes of actually sharing the thought process behind it. This builds trust. It builds trust that you know what you're talking about, that you've taken the time to actually put together a system that helps that person get from point A to point B. So I really like for you all to have magnetic funnels, okay? I call these authority funnels. I really like for your content to have a purpose that gives a clear. That really like draws people in to come back for specific signature menu packages and offers that you have. So the question becomes, how do we do this? Right? And how do we do this in a way that trust builds and stacks the trust throughout the different parts of the funnel. So it starts with the content, right? And if you're interested in learning, you may be interested in my Cash flow content program. If you are interested, we'll link it up in the show notes. You can also go and DM me on Instagram the word cash flow and we'll send you more details on that. But it's how content should be threaded back to to your signature offers. And when you have signature offers that are built around really a transformation, this helps the content. It helps build trust by its very nature because you have unique solutions that nobody else has. Right? But when we have funnels that are designed to actually bring in a patient all the way to a booked consult, right? We have content that trust stacks that we've talked about and then we may have guides that folks are opting into. So let's just take the example of acne and how we can actually build trust building assets for that marketing ecosystem for just the acne client. So the content, let's say, is a video of us talking about our clear skin method. And maybe in the video we show before and after of one of our clients and we share the story of how when Jenny came to us, she had cystic acne and how our clear skin method actually Helped her get clear skin and get her cystic acne under control. So this by its very nature you're showing proof you're telling a story. And we know that stories just help resonate and drive home our messages so much more clearly for the humans that for all humans. We are just story driven creatures. And so you're walking through Jenny's story while sharing that you have a unique method that is unique to you. That's trust. So trust building stack number one. Now we're stacking the trust building things because we have the story, right? That is the proof. Then we have the unique method which is our Clear Skin method. Then from there we can say hey, comment below with the word clear skin and I'll shoot you over our Clear Skin guide over in the DMs. So this calls out the folks that are really warm for our Clear Skin method which is attached to our Clear skin package, right? Bootcamp program, whatever you want to call it. So then, so we've trust built it into the content itself. Then they comment and they jump on over into the DMs. They give you their email so that they can get the Clear Skin guide. So they give you their email and they get the a Clear Skin guide. So now they have a guide that walks them through high level. The what and the why behind your Clear Skin method. You might have some more before and after stories and client case studies. Trust stacking within that guide. You're letting them know about your methodology, why you designed it and the impact that it has and why. You guys are experts at what you do inside that guide. So you're trust building there. In order for them to get the guide, they gave you their email address. So once they opt in for the guide, they get dropped in to an email sequence that the call to action on these four to seven emails is to actually book their Clear Skin roadmap consult. So oh my gosh, trust building right there. Like you actually have a consult that you've named Clear skin too. Oh boy. You know, like, oh my gosh, that is amazing. Again, trust building. You have an email sequence where maybe you can share more and give more color and add more stories or just share more about why your practice does what it does. Right. Again, trust building, trust stacking. Then that's just in the front end, right? They're in our ecosystem now because we got them on our email. So that's just in trust stacking in the front end marketing. Now they've booked their Clear Skin appointment, right? They come in, they've Got their clear skin appointment. Now you have an opportunity to add in trust building assets there too. Where can we trust stack in the consultation? How can we make sure that clear skin consult actually helps to add in more trust building? And that is what the CARES process, our consult process is really designed to do. It is very strategically the C A R E es, the Clarify, Affirm, Recommend Explain show is designed to trust stack the entire conversation as well too. What else can you have trust building in your waiting room? What else can you have in the consult that in person that will help build the trust like updating your intakes, right? There's so many little nuanced things that we can strategically do to trust build. Having a really clear like everything we do in our care system and our five figure consult system is designed to trust stack during that in person conversation. So trust stacking in the number two in the during in the in person face to face and then number three in the ecosystem is where can we add in trust building in to the after part? So now they've come in, they've come in, they're an official patient with us. How can we continue to reengage our patients in a way that continues use to build trust? Can we opt them into another email sequence that drives home even more, right? Where we give them more information as well? Can we have high impact events that are just for our existing patients? They can be for new patients too, right? That are built around topics that are designed like because maybe you have an acne, a clear skin event where they come in person to learn even more about your clear skin method. What else can we do in the follow up, right? Can we have follow up calls that are strategically designed to trust build? So I am so bullish on you all. Like as we enter this new age of like media and as our industry becomes more sophisticated, it becomes more competitive, you will win if we can help you stack trust building assets throughout your marketing ecosystem throughout how you do things in your practice or clinic so that you can ultimately really help the humans that you want to help and call more of the humans that are just super warm and primed for the solutions that you offer to them. So your mission is to go out and to look at your marketing ecosystem, start looking at your customer journey and start devising a plan for being able to build trust building assets and to stack them throughout, right? So stack them by really helping equip your team members to be able to have those consults that are going to walk folks through a trust building conversation making sure your Front end marketing, your offers, your menu, all of those things can be strategically designed to trust stack so that we can make sure that we are building the trust in our communities so that we have our patients and our clients stay with us for the long haul, so that we get outstanding outcomes from them and then we start using those outcomes to actually stack even more trust building assets as well too. All right, my friends, you know, this is what we do with our clients. If you are interested in learning how we can help you make trust building assets in menu, in your consults, in your marketing, with your team members, this is what we do inside of msa. We help you coach through this. We coach you. We coach your team members as well too. We have other signature programs that can help with it as well too. I'll link some of these up as well. Because if you double down on really building trust building assets, making your entire ecosystem a trust building machine for the certain types of humans that you serve, there's no way you can't win into this year and into 2026 as well too. All right, my friends, that's what I have for you this week. I'll see you next week. That's it for today on the MedSpa CEO podcast. If this show's been valuable to you, the best way to say thank you is to leave a quick rating and review. It means the absolute world to me. I read every single one. And it helps more women like you find the support they need to grow something they're proud of. I'm so glad you're here.