Podcast Title: Slay The Gatekeeper
Host: Courtney Johnson
Episode: Un-Gatekeeping Service-based Brands
Release Date: July 22, 2025
Introduction
In this episode of Slay The Gatekeeper, host Courtney Johnson is joined by Ashley Firo, a seasoned makeup artist and entrepreneur. Together, they delve into strategies for un-gatekeeping service-based brands, focusing on marketing, mindset, personal branding, and self-growth.
Selecting Your Ideal Clients
Key Discussion:
Ashley Firo shares her refined strategy for selecting clients, emphasizing the importance of aligning with clients who resonate with her brand's vibe and values.
Notable Quote:
"I only reached out to four people on that list, and there was, what, maybe 35 people on the list. To me, I'm very, like, into the vibe. And so I went through the list of people, and I was like, who do I vibe with the most... that's my ideal client."
— Ashley Firo [01:02]
Insights:
- Focus on quality over quantity when selecting potential clients.
- Use intuitive instincts to gauge alignment with prospective clients.
- Avoid "Red Flag" clients who may drain energy or harm your reputation.
Embracing an Abundance Mentality
Key Discussion:
Ashley highlights the necessity of an abundance mentality in client selection to prevent burnout and maintain high standards.
Notable Quote:
"You have to be in such, like, abundance mentality to do that. 'Cause if you're in scarcity, you're gonna reach out to all 25 and be like, I have to get one."
— Ashlie Firo [03:19]
Insights:
- An abundance mindset allows for selective client engagement.
- Scarcity leads to overreaching and settling for less ideal clients.
Setting Boundaries and the Power of Saying No
Key Discussion:
The conversation shifts to the importance of setting clear boundaries and how saying no can foster respect and improve client relationships.
Notable Quote:
"Saying no builds respect faster than saying yes."
— Ashley [07:53]
Insights:
- Establish firm boundaries to protect time and energy.
- Saying no to misaligned opportunities attracts clients who respect your terms.
- Clear boundaries lead to better client experiences and long-term relationships.
Building a Personable Brand
Key Discussion:
Courtney and Ashley discuss how personality plays a crucial role in branding, surpassing mere service offerings.
Notable Quote:
"Your personality is your niche and not just your services."
— Ashley [16:35]
Insights:
- Infuse your unique personality into your brand to stand out in a saturated market.
- Share aspects of your life and interests to create a deeper connection with your audience.
- Authenticity in personality attracts clients who resonate with you on a personal level.
Creating an Exceptional Client Experience
Key Discussion:
Ashley emphasizes that the client experience is synonymous with the brand itself, highlighting every touchpoint from initial contact to follow-up.
Notable Quote:
"The client experience is the brand."
— Ashley [20:43]
Insights:
- Every interaction, from emails to in-person services, shapes the client's perception of your brand.
- Consistency in providing high-quality experiences leads to client retention and referrals.
- Anticipate client needs and questions to streamline their journey and enhance satisfaction.
Charging for Outcomes, Not Time
Key Discussion:
The duo explores the concept of valuing services based on the outcomes they deliver rather than the time invested.
Notable Quote:
"Charge for the outcome, not the time."
— Ashley [26:35]
Insights:
- Price services according to the value and results provided to clients.
- Educate clients on the comprehensive nature of your offerings beyond just time spent.
- This approach justifies higher pricing and aligns with delivering exceptional results.
Scaling a Service-based Business
Key Discussion:
Ashley discusses methods to scale a service-based business, including building a team and leveraging systems.
Notable Quote:
"To scale your business, you are going to have to be able to step away from behind the chair."
— Ashley [29:29]
Insights:
- Transition from solo operations to building a trained team.
- Implement systems and workflows to maintain quality while expanding.
- Explore additional revenue streams such as public speaking or brand partnerships.
Developing Efficient Systems
Key Discussion:
The importance of creating and maintaining efficient systems to handle repetitive tasks and enhance client experiences is highlighted.
Notable Quote:
"Anticipating problems, solve them before they even come up. So we're having smoothness through the whole customer journey."
— Ashley [36:25]
Insights:
- Utilize CRM tools like Dubsado to automate processes.
- Standardize communication templates to ensure consistency.
- Continuously refine systems based on recurring client inquiries and feedback.
Authentic Content and Personality in Branding
Key Discussion:
The conversation turns to content creation, emphasizing authenticity over perfection to drive engagement and conversions.
Notable Quote:
"Content that converts is not always the prettiest."
— Ashley [38:34]
Insights:
- Share behind-the-scenes moments and real-life scenarios to build trust.
- Consistent, vulnerable content fosters deeper connections with the audience.
- Authenticity in content differentiates your brand and encourages client engagement.
Building a Brand That Evolves
Key Discussion:
Ashley and Courtney discuss the necessity of creating a flexible brand that can adapt to personal growth and changing business landscapes.
Notable Quote:
"Build a brand that can evolve with you."
— Ashley [41:48]
Insights:
- Regularly assess and realign your business direction with your evolving goals.
- Diversify offerings to include new services or educational opportunities.
- Maintain flexibility to pivot and explore new avenues without being confined to initial services.
Conclusion
Throughout the episode, Courtney Johnson and Ashley Firo provide actionable strategies for service-based entrepreneurs to refine their client selection, set meaningful boundaries, build authentic brands, and scale their businesses effectively. Emphasizing the importance of personality, client experience, and flexible systems, they offer a comprehensive guide to un-gatekeeping and thriving in the service industry.
Additional Resources:
- Ashley Firo's Website: ashleyfiro.com
- Nexus Point Outsourcing: go.nexuspt.io/CourtneyJohnson
- Sunrise Content Club: Join for daily accountability and content creation support.
Thank you for tuning into Slay The Gatekeeper. Stay empowered and continue to break down the barriers in your entrepreneurial journey!
