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!