Camera Ready with Paul Heslop

Welcome to the Aesthetic Report, a podcast for skin care professionals who want to grow in their careers by hearing directly from the individuals who have been there, done that and are paving the future of their industry. Join us for the latest in all things skin care, beauty, wellness, business and more. From interviews with leading experts to the burning topics on your mind, the Aesthetic Report starts now. Hello, hello, everyone, and welcome to the Aesthetic Report, a podcast by Dermascope. I am your host, AIA president and director of education, Michelle the Allard Brenner. And as all of you know, the Aesthetic Report is for skin care professionals just like you, who want to learn more about how to make it in the industry by hearing straight from our amazing industry leaders with some of the coolest one-on-one interviews about the latest dish on all things professional skin care. And today's guest has more than 16 years of industry experience. He built and sold an award-winning skincare company into an international brand, spanning over 10 countries worldwide, and since then, he's produced more than 3,000 industry videos. He's the owner of Creative Juicy Studios. You may recognize him from his work with Circadia on Instagram. It's Paul Heslop. And Paul, thank you for being here with us. This is such a cool topic. I'm so thrilled to have you. Thank you so much, Michelle. I am thrilled to be here. Like this time right now, there's never been a better time to be a creator and a marketer. There's a lot of exciting things that hopefully we dive into today, so thank you for having me. Absolutely. You know, it's the craziest thing. And we frequently talk, and I've been in this industry 35 years now, and it's just, you know what? You never would have thought that social media and all of these things would be such a huge component of the skincare business. So, you know, I was reading your bio and information, and then I looked at some of the questions I'm like, my first question was exactly the first question they put in there. How in the world did you go from a skincare CEO to a content creator? I mean, that's like day and night. How did that happen? Yeah. Great question. Well, so I mean, I don't know if you've ever tried to sell bath salts before, but that's a commodity. Bath salt is like the commodity of all commodities, and ultimately what we did at my body care company was we produced bath salts and body products. And to try and tell stories and creatively like have that stand out amongst all the sea of noise out there, we really had to become storytellers, right? So, like, I ran that company for 10 years and noticed over time as we dove in, we had to have the ability to distinguish our product from someone else's. And that happens through storytelling and content creation is storytelling. And so, you know, over the years developed some concepts around how do I add as much value and pizzazz and sizzle on these bath salts, lotions, creams as possible. And so, developed a lot of custom innovations that built an experience around it. And I saw like from going from having like this kind of stock packaging to developing these like really cool concepts around customization it was, I saw us go from like trying to knock down doors of like a small day spa to be able to sell to the Ritz Carlton in four seasons because of the story we created with salt. So kind of fast forward right after we sold having the kind of the industry experience I did and loving marketing and doing it effectively with my business. It was kind of a natural kind of like dip into what I do now, which is create content for other skincare brands. And it was it really just comes down to very good storytelling. That's how we dipped into it. Yeah. I think that's awesome. And like, I've got like a million questions popping into my head all at the exact same time. But the last thing that you said is really interesting because creativity is not part of every person's genome, but by any sense, you know, and especially when you take somebody in the skincare business, you know, we're focusing on our focus is completely different. You know, that creativity of what I do at my business and how do I do this and storytelling is definitely not something that most of us are very good at. So when you talk about content creation, it is so much harder than it looks. I've owned my between my husband and I we've owned multiple businesses and we are constantly like, what do you do? What do you do when that's not your thing? You know, and you'll work. You work with someone that says, you know, well, tell me about your business and what is it? I almost don't know what to say sometimes, and I'm sure our listeners are thinking the exact same thing. So many estheticians struggle with it on a regular basis because it's just not in their mindset and what they do. So what's your beginner advice to those listeners that are listening to us who either don't know, they have no idea where to start or they're they're just kind of flying blindly trying to make up stories and and do something to grab people's attention. Look, I could go on and on and list a lot of reasons why myself or others don't create content. There's a lot of we feel like there's bottlenecks or barriers. I'm going to start by saying like it's not the camera that's holding you back. It's the clarity around your messaging and the clarity around your thought. Most of the time we have crutches of why we don't create. Some of us are not confident on camera. We feel like we don't have the right lighting, the right camera. Like there's again, there's a lot of reasons why we struggle to make content and why we over complicated. And I think that it's one by one knocking those out of the out right there. So I'm going to knock out the camera thing really quick because I hear a lot from I mean, we market to lots of estheticians with the brands that we work with. And I'm going to tell you right now, get rid of this excuse about like camera quality and equipment and look because if you look at the top 1% creators period in the world at the end of the day, they all are doing it on their cell phone. So like that's first and foremost, equipment's done like get that out of your brain. I talked about clarity because like I think there's another reason why we don't create a lot of content. We might not have time. Right. But I think it goes further than that. And I say clarity because we really want to understand who our audience is. And that sounds very cliche and you hear that a lot. But like understanding who your audience is and how to bring value to them is ultimately the end of the end of the day, the best thing you could possibly do to make content easier. Because if you understand who your audience is and what pain they have and what they want to hear about, then for you to be able to speak to them with a 30 second selfie video that just spits straight value. That's where you can become a great content creator is like having clarity in your thought, having clarity in who you're speaking to and your audience. So I would say like the other reason, I mean, there's, there's, I'm kind of a diving into like, you talked about some beginner advice about getting going. I would say like again, one of the things that prohibits people from creating a lot of content or getting going and creating content is the confidence in like, I don't know what to say. What should I say? How should I say it? How should I do it? And so I would lean into something that's not a metric, that's not a share follower or a like on, on Instagram or on, on Tik Tok and lean into having a secondary motive for creating content, right? Thinking yourself, okay, like I really love to learn. I'm an aesthetician. I love to dive deep into that. And so, okay, how do you, the best way to learn is to teach something. So rather than try to pound out four pieces of content a day, how about you just deep dive on a subject and you know, it's so well that you can explain it to a fifth grader. You can explain it to somebody who knows the industry really, really well. And so I would say, don't overthink it, just focus heavily on the value and focus on who your audience is and, and what they care about. You know what? I think you make a really good point in, in saying also, you've got to know what you're talking about. You, you need to, you know what, you need to own it. You need to own what it is that you're trying to get across instead of thinking, oh, I've got to script something or I've got to read something. Totally. Yeah. Cause now you look at, it's so easy for me to like type in chat, GBT be like, give me 30 content ideas for my aesthetics business. And then it becomes a, guess what? Everybody else did that exact sound and act the same as each other. So you do have to own it. Like last time I checked, you have unique DNA and unique set of fingerprints and like that's what you should lean into, not some scripted thing that you've just pulled off the internet. Yeah. Right. Right. So for those that are out there that do seem to have a good handle on it, but can't seem to get enough eyes on their content, what makes a piece of content shareable or something people will actually talk about in your opinion? Because I know you see tons of it and even the, the, the bit of time that I spend on Instagram things, you start to see the repetitiveness in it. Like chat, GPT, everyone's saying the exact same thing and doing it. So how do, if you've got some, so first, I guess, if you've got something and it is different, what are you missing if people aren't grabbing it? And then if you don't, how do you get that? I asked the million dollar question, Michelle because, so first and foremost, like understand the value of your audience. Like we create a lot of content for brands that ultimately go to estheticians and help them educate. So how do you create something that people are going to actually save? Is you educate them, you entertain them, you make them laugh, you make them cry, and that's all packaged into value. And so shareable content is just like dressed up as a story. And so I would, I would just say, okay, I'm more comfortable now. I'm creating some content now. Like it's getting nothing. No one's paying attention to it or no one's loving it. I've got it and over this barrier that I'm going to create and publish. But think to yourself right now, like especially with the assertions of AI, everybody can whip out their phone and like talk to the camera and publish it. This is creating like an insane amount of noise. And now with AI, there's going to be even more, there's going to be double quadruple the noise. And so I would say that like not just post to post, but understand and say, okay, how do I build more value around this? Well, how do I tell a better story? So go back to storytelling techniques. Go back to how do you spit out the same thing, but just create a more shareable story? Well, open a storybook, there's a beginning, there's conflict, there's an issue that someone has and there is a resolution to that issue. And so sometimes we actually just have to go back to fundamental storytelling and say, how is somebody going to wash this all the way through or save it? Now like we get saves and shares for different reasons. Somebody might like see a trend we're doing and they're like, oh, that's funny, I want to do that trend myself. But we don't, in my opinion, you don't want those. You don't want to be known. Like trends are amazing and they're fun and they can bring new eyeballs to your page. But like to me, the longevity is like, how do I create my own series? How do I create my own system that gives me sustainable content? It is that I'm never going to burn out. That's where the longevity happens in consistency, consistency in not just posting, but consistency in giving an audience value for week upon week, month upon the month, year upon year. That's what's going to actually get your content shown to more people, you know, attract the right eyeballs and ultimately those people are going to resonate with you. You know, Paul, that's it. It's interesting that you bring that up because that's all almost a mindset in a sense of it. And I don't want to say it's old school, but it's an old school mindset. You know, if you go, if you go back to, you know, looking at things differently, even in 15, 20 years ago was you wanted to look at that longevity in that. If you look at our, I want to say our younger population, but just our population and marketing and everything going on now, it's almost like a, I don't want to say a want and done type of a thing, but people want to like get out there and do something that just grasps attention and grasps everybody and they don't think about the longevity of it. So what you're talking about is almost a shift in a mindset of, you know, how do I sit back? How do I not get that, that bam, but keep people on the edge without constantly having to do something like that? I would say that we, a lot of us chase virality, which I don't think is a good approach because virality is like, it could be an algorithm change. It could be like, you hit that trend right. It could be like viral for the wrong thing and not for the wrong thing, but like you're bringing in an audience that like doesn't care about that, but if you go viral for like your take and your POV about something around skincare, that's unique, that's different. That is just your thing. That's what you want. And so sometimes we chase virality with like hacks and trends and trending things, which is again, like we should use those things, but I think too often we're, rather than focus on the virality of it, we're saying, how do I focus on sustainably building content that like you can do forever, like that you're never going to get burned out of. Like I would focus more on that and that can mean that like you, rather than put metrics around like your views and shares and stuff like that, you might say, I'm going to take the next month and I'm going to publish four pieces of content once per week. I'm going to try four different formats and the four different formats are like one's green screen, one's like you voicing something over, but the format is not to, it's yes to see what's resonating with your audience, but I think more important than that is actually saying, how do I find something that I love that I am not? It's like if you crush it on a green screen, even though if your audience doesn't, there's not obsessed with it yet, you, you get life from creating green screen. It's so easy for you to create green screen content. All of a sudden that is worth so much more because you have the sustainability, the staying power, the non burnout that you're going to actually pull this off and move forward being able to create a series like that. And so I think it's, it is, you mentioned a shift in mindset. It's like, let me track things that are not associated with follow likes and shares for a minute. Those are important to know what's resonating, but let me track things like what type of content can I create forever and I'm not going to get burned out of it. Cause that consistency in posting actually does pay off and it's hard to overcome that for most people. That's one of the biggest things people do publish for a month and then they're like, I got nothing from that. I'm done. Yeah. And they get busy and it gets backburner. Yeah. Yeah. It is a lot of work. It's more work than, than, than people often think it's like, oh, you know, I just do a couple of videos. I can post things. It really is a lot of work. I mean, you've got some time invested in doing that and the consistency in that as well. Yeah. So Paul, what do you see as like the biggest missed opportunity that estheticians have right now when it comes to marketing themselves, what are they missing out on? Well, I think most of us, we're talking to too large of an audience or audiences that are not relevant to what we do in our specific location. So, you know, I think that if we could just become famous locally, if I'm an esthetician and I have a local business, by the way, you're lucky because when you can, it's actually pretty easy to market locally. A lot of us try to put out content as if we're this like, not global superstar, but we're putting content out there to give to all of our followers and they're, by the way, they're spread across the country. But the, the sauce and the value is in building content and marketing to a local, a hyper-local audience. If you can become the most famous person in your local market, the most famous esthetician in your market, you've got it made. Like you don't have to worry about booking more clients. You can, you'll actually get busy enough that if you want to hire someone to help you, you can hire another esthetician, right? You can book all four of your treatments out all the time. When you are the most famous esthetician, this happens. And so the biggest missed opportunity is hyper-focusing on your local market. I call it being five mile famous. Yeah. So, if, if you take a look at radius of like a five to 10 mile radius around your place of business and you were very well known in that area, this is missed opportunity. So most of us are creating content, publishing to a very broad, a nationwide audience when we shouldn't do that. We need, and we've created like a framework and everything on five mile famous that we've helped estheticians really produce everything locally and, and I'm going to, can I get into the weeds on this? Yes, please. You want me to get the weeds? Yes, yes, yes, yes. Okay. Yes. I'm going to start with, before you turn me, tune me out here. Okay. These are going to be meta ads. Facebook and Instagram ads. Okay. Meta, right? They own both platforms. We're going to do this through ads. And for those of us who don't love to publish content, which is a lot of people who don't love the daily content grind, the five mile famous framework actually enables you to like make 10 posts and let those ride out and keep bringing customers over and over and over again. But we have to do things in the right order. All right. You tracking? Okay. Yep. The first thing we need to do is if we want to like, again, this comes down to publishing an ad that actually works. A lot of us are like, tried boosting posts. That doesn't work. Okay. That can be effective in, in its own right, but just boosting to an audience even locally doesn't necessarily work. So what you instead want to do before you make any piece of content, you want to have what we call a unique selling proposition. Okay. This is kind of like a crystal clear statement that speaks exactly who you want to speak to and gives, and it cuts straight to their heart, right? It's what you do and who you do it for and how long that takes to get done. So for example, if you're, if you're like taking some notes right now, write this down. Okay. I help blank, achieve blank in this amount of time. Okay. Very clear. So if I'm local, I'm in here in St. George, Utah. I have a lot of moms that I service. I've got a really good acne program that I know I can help people skin with acne and I can resonate with a, with a mom who has kids because I have kids and I'm a mom. Then it becomes, okay, I help not just women, I help busy moms achieve acne free skin in 90 days or less, four months or less, whatever you can like bank on. And then even even more clear through this system, through my acne bootcamp, through my pimple pulverizing protocol, right? This is a statement. It doesn't have to rhyme. It doesn't have to be your jingle or your tagline. This is actually something that is a crystal clear statement about that, right? So now I have what I do, who I serve, how I do it, extreme tightness, narrow niche, right? And then the content that I publish, we can actually do this. So by the way, like this whole framework, you can, we've seen estheticians spend $10 a day on ads for 30 days and become and triple their business. We've literally seen it. And it's because of they have extreme clarity in their messaging and who they're speaking to and what value they're giving to because what happens is when we have that clarity, I go back to this a lot because when we have clarity in our messaging, guess what? We're able to then resonate with a very specific person. So then what we do is we want to create different buckets of people, right? So if I'm producing an ad and I made it typically how I speak on my Instagram Reels or TikToks and made it very broad, like it's going to go to a broad audience and it's hard to like track them. So instead, what I want to do is I want to create content for that avatar that is interest content. The five most interesting videos I could possibly think of around acne skin to busy moms, right? So you're saying you might, you might start your video with, hey, these three things in your pantry are giving you acne. Let me just tell you about it, right? And then you start going and then you mentioned St. George where you're from. Like in the first five seconds, all of a sudden you're local. You're talking to a busy mom who has kids. These snacks that you're buying for kids are actually destroying your skin, right? I mentioned kids. I mentioned acne and okay, like I'm listening and guess what is equal as we want to like attract people. We're weeding out the dudes. We're weeding out people who don't care about this. Like that's very important to weed people out because right what happens in this first funnel and on meta Instagram and Facebook, we can track who's watching that video. So I make really interesting content that has an amazing hook spend 90% of the time of you're scripting this on the first three seconds, 90% of your time on that. And then we go into the people who watched that content. We put them in a bucket, right? So say, say we had a thousand people watch at least 50% of that video, magically meta contract that. Now we have a bucket of people we're going to give another video to and this is going to be a little bit more maybe about us and it could be like, and so the only people who see this next piece of content of yours that's called retargeting are now people who watched the first one. They've proven to us they're interested in us, right? So we go into and we're like, all right, my next video could be, okay, so I had a client come in, she's 35. She had a hormonal acne or she had this acne. Check out what it looks like. She went from here to here in two months and I want to share with you exactly what we told her to do just in the treatment room, but more importantly at home and you're just talking to somebody and then at the end of the video, it's like, yeah, if you are interested in having a free consultation, hit me up. And now we have another set of eyeballs are going to go and we're taking the people who watch that content and we're going to target them with another piece if we need to, right? It could be like, they've proven to us, they've watched two pieces of our content, they've proven to us they're interested in what we have to say. So now we're going to, and by the way, this just makes the ads cheaper to produce and get in front of more of the right people. And then it becomes the next piece of content is, hey, if you've ever considered booking a facial with me right now, I have, I just opened up my Tuesdays. So jump in, the books will fill up soon. It's urgency and it is a deal could be a sale or whatever. But what happens is we're then creating content for the specific avatar. Even if you can help rosacea and pigmentation and all that stuff, just choose one lane and run it. And then you can run those other lanes later, but then it becomes this piece of content. It becomes this like network and I'm telling you it's 10 bucks a day because on each of those like subsets, we spend a dollar a day and on the number five milefamous.com, there's like a 10 minute like video that explains this like in great detail. If anybody wants to sign up, we have a course as well, but it's actually not that hard. And you don't need a production. You need a cell phone, selfie mode, no b-roll, just run it and it will get you in front of the audience as we have people who've published a video and ran that same exact ad that could have been just an Instagram story instead of going away in 24 hours. We ran it for 18 months and it keeps getting in leads over and over 100%. Really? Yep. Yeah. So that's like, that's a very long-witted answer how do you become locally famous? Right? This is how we do it. Yeah. It was a great answer because first of all, it's easier than most people think. It truly, it's not that difficult when you just kind of sit back and you listen to exactly what you said. However, there were two things that stuck with me at the same time. I loved what you said about, you know, you've got three bullet points to your video, you know, boom, boom, boom, and you hit that and you've got your target people. But Paul, so as somebody like myself, is it possible to figure out how do I do that five mile radius and then how do I concentrate on retargeting because that's where I really need you, correct? Yeah. I mean, those are things that, you know, I'm not going to sit and go through and say, oh, how did I do this? I need somebody like you to help me do that. So I think it's one of those things where we sort of have to make some, we come to some crossroads in business, right? If I am like either you can produce it yourself or you can hire someone to do it. Either you, like you have to make a decision. Like I'm going to learn this for myself and search for a 45 minute tutorial on retargeting. How do I retarget people who've watched my video on Facebook? And if I'm not willing to do it myself, who around me is willing to do that for me? And if I don't, I can't pay a big agency, right? Like we have a, we have a service where people can pay us to do it, but like for most institutions, it's hard to afford some of those higher agencies that like, right, have a ton of legs and experience. But guess what? At the local college, tech college, school, marketing department, marketing professor, can you go to them and say, Hey, is anybody standing out? I'm looking to do an internship, paid internship, and I want to grow somebody's, like grow with someone. So do you have a girl that like is understanding Facebook ads or marketing that wants to learn this? And then it's, you have to still direct people. If you're a leader in directing people, rather than you, of course you can hire an agency. But if you need to do it like scrap B and get like more of an intern vibe and like, I don't have the money and say, Hey, look, I have these ads and I have my cell phone. I'm going to publish these ads and I need you to figure out if I don't have time to go and do the five hours of research on YouTube of how to do this myself. Right. Okay. You get, someone else has got to do it then. Like it comes across roads. Like do it yourself or hire someone else. If you can't hire an agency, find a better way to do that through an intern or through a local college or a hungry kid who's like, I want to learn this and I'm already experimenting with it. Cool. Like let's learn this together. Awesome. This episode was brought to you by Pavonia, the spa industry's go to source for results driven natural skincare. Woman owned and founded by skincare pioneer Sylvia Hennessy Pavonia has empowered professionals since 1991 with cruelty free award winning formulas, spa exclusive face and body treatments and turnkey education sales and marketing solutions for enhanced success trusted by industry experts in nearly 100 countries at elite spas worldwide. Pavonia botanical formulas are science back for exceptional visible results ready to elevate your spa offerings and wow your clients. Visit Pavonia pro.com to discover the company's passion and commitment to spa growth, profitability and distinction via exquisitely unique wellness experiences. So can you share an example of an esthetician who went from somewhat invisible to booked and busy just by applying simple video and local marketing strategies? Yeah, totally. There was a, this girl ramped to me at a trade show. I say a girl, I mean she's a little bit older and she is an experienced esthetician. She knows her stuff. Like a lot of you listening to this, like you know better than a lot of people about the skin, the physiology of that and et cetera, but others are better storytellers. And so she did the five mile famous framework and she just basically followed the steps. She took the course. She followed the steps and she literally tripled the business 30 days by spending 10 bucks a day on ice and she wasn't a con she's not someone who's on stories every day. She's not a content creator. She's not even that comfortable on camera. So she actually just like she did some videos that were selfie videos, but she again going back to like find what works for you and she did a lot of voiceover content. So she like took video with a cell phone of her giving a facial and then she said the right words on camera. She didn't have a big production, but it's like in order, say the right things on camera, especially the first three seconds that matters more than anything else. And then we can visually try to hook it in as well, the hierarchy or words, then visuals, then audio lighting, et cetera. And so this is someone who again, they're not a content creator at all, but it was more about like, again, how do I say the right things on camera and just follow that framework. So that we've seen that over and over again with different as decisions is pretty cool to see people who's inherently like not good at those tools. Just kind of follow it step by step and like be successful with it. Yeah. That's pretty cool. Yeah. That's that's going to be a great feeling for you too. I mean, you just want to cheer them on and be like, yes. So we talk about a variety of different things and the question is sort of like, you know, what's the hill you die on when it comes to marketing and aesthetics, but the belief that you think most of the industry still hasn't caught up to because the reality is, it seems like we're just going so quick and there are so many things going on. But what is there's something out there that we just haven't grasped or held on to yet? I think clarity beats cleverness, first of all. That's an interesting statement. Yeah. I don't know. Like coming from a, like we're an agency that's paid to be hyper creative, right? So that's kind of contradictory to even what we do. I would say stop chasing virality, start chasing clarity, conviction and local dominance. Start to invest time into not finding a trend, but finding how to be more clear and succinct and get your thoughts out there. I would say who you serve, how you solve their problems and how fast you can do that matters so much. And so I don't think it's a controversial statement. I would say that it is like the hill I die on is clarity over everything. And I think that when you become a marketer or you want to be someone who is a marketer, the people and the brands that stand out the most are the most effective and to get like practical here on this is how do you explain what you're doing to a fifth grader? If you look at any successful ad from any company, all of them, they speak to an audience. They actually go down multiple levels to an audience. I think a lot of times we're too smart for our own good. We are experts. We know a lot about the skin. We want to share our chops and our knowledge. But meanwhile, someone on TikTok who knows nothing about the skin is actually getting a thousand X the views, comments, shares, and followers that we're getting is because guess what? They're a better storyteller. And they are resonating with consumers and humans more than we are. And that can sound harsh, but at the end of the day is like, you've got to be able to be a better storyteller over everything. Again, the people who you deserve more attention as an esthetician, you know more about the skin than the person who's getting more views. So like, not don't chase what they're doing. Don't copy them exactly, but just focus on storytelling. How do you become a there's a good book called the story brand by Donald Miller. That's a really good that's been years since I've, I've read that book. Another one is called this is an oldie, but a goodie. Have you read purple cow? Oh my gosh. Yes. Right. Seth Godin. Yes. How you can become remarkable. Right. So it's again, clarity over everything. And then it's like, how do I become so remarkable? I'm talking about like offline and online. A lot of us try to focus on how to become remarkable online. How do I create this viral thing? How do I create this like amazing piece of content? Well, like, how about you like hyper focus on building an insane amount of value, remarkability and experience for your client that will then do the marketing for you? Last time I checked word of mouth is and always will be the number one for marketing. 100%. 100%. Right. And so, yeah, right. I think too many of us try to focus on like we need, we need to market online. We should. Yeah. But I think we focus too much on that. And we're like, let's just like actually create word of mouth experiences. Yeah. That people are going to do the marketing for us. And then we have more stories to like share these cool experiences. You know, and I say to people, we have these conversations like this and we look at a variety of things. It's almost again, like I said earlier, full circle. It's back to basics. It's honestly, it's back to basics with a little twist here and there. But for the most part, it's a lot of the basics all over again. Yeah. I think that focusing again, like we obsess over shares and we obsess over likes and follows and social, obsess over your client, obsess over blowing their mind. That's exactly right. Then your marketing is going to take care of itself. It really will. Like whether that you have a content around that or they're going to like talk for you. Right. Like if you had 10 clients come in the door and eight out of 10 of them or 50% of them created content for you and they each have 500 followers that are doing the marketing for you. They have 100X you saying it yourself. Right. That's true. That's absolutely true. So we sort of touched on this a little bit and I knew the question was coming along. You have created your niche at a perfect time when personal digital media has exploded. Have you ever felt and maybe not so much for yourself because you see the business as it's growing. But we talked about these people and you specifically said there could be some people out there on Tik Tok on Instagram and they've got thousands and thousands of followers, but they really don't have the knowledge, the expertise to be talking about. They might not even have the background to be talking about what they are, but they somehow got on it as opposed to some of the professionals that are out there that do truly have the information and the education and the expertise that are in that. That credibility factor, where does that lie when it comes to social media? Because my goodness, I hear so often, "Oh, I saw it on Tik Tok. I saw it on Instagram." I'm like, "Okay." So yes, that's exactly why you should believe it. You know what I'm saying? Oh, right. Exactly. Right? It's like, "Come on now." We do that. We kind of believe content. Sometimes we see and it's hard because if somebody's, you know, the blue check mark they have or the credibility they have is like, "Oh, they have 100,000 followers. They must be correct. They must be right about this." Right? They could be really right about. They just really know how to say things interesting and that gives them credibility. That is like, unfortunately, unfortunately, the currency we live in today on credibility sometimes can have to do with our audience size. That can be crappy for somebody who knows their stuff. At the end of the day, content can get you noticed, but results keep you booked. You have to understand, what is the motivation in your business? Are you just trying to get people results at the end of the day? You know that by showing those results gives you more credibility than obsess over A, giving people results and B, how do you create stories and content around those results? How do you make it easier to get that before and after? If you did five treatments in one day and nobody wants to be on camera, how do you incentivize them to let you film there before and after and the results? Not only let you film it, but can you have a permanent overhead camera that's zoomed in on their face that you mount to the ceiling? When you go all in on showing your credibility, which ultimately is what you're giving people in the treatment room and their before and afters and their results, then all of a sudden you say, "I'm going to focus on this. I'm going to obsess over this and I'm going to say, "Okay, now I'm giving people results, but I'm not getting the before and afters." I wouldn't do a small once and I saw they had a closet that had dots painted on the wall and it had a light and a paper backdrop. It was a tiny little closet and it was there before and after stages. It was like, they look here, then here, then here, then here, and it was like, "Whoa." They actually just made that into a little system to make it like a machine that they can always get their before and afters. Start to say, "How do I now build 30 pieces of content a month, 10 pieces of content a month about showing rather than telling?" That can establish our authority and then if people are like, "I don't want to sign the waiver." I get that. They have their face filmed and things like that, but then you say, "Okay, is it worth the discount to do that? Is it worth bringing in people you don't want to do?" There's a certain stage where we do free work for a facial, but people are not afraid of that. You just have to be open with them. The creative system is comfortable for them and then it becomes, "Now, how do I produce a lot of this over and over and over again?" I think that credibility comes with just, again, more showing and less telling. There are so many of us out there that are like, "I don't get this. I hate this. I don't want to spend my time with this," all of those things, but do you think that every esthetician should be creating some type of content or is there a way they're still going to be successful without it? I don't think every esthetician needs to post every day, but every esthetician needs a way to be seen. I'm sorry, it's the world we live in. It doesn't mean, right? You have to just get creative, get those creative juices flowing a little bit because if I'm an esthetician, I hate being on camera, I hate creating content, I don't want to play that game. Cool. Then this does go back to remarkability and building word-of-mouth experiences that other people will do the marketing for you. Do you have a client of yours who is an amazing content creator, is an amazing storyteller, or do you have four of those clients that are going to be the marketer for you? Hey, come in every month for a facial, I'll get you taken care of. I want you to tell POV, come with me as I go get a facial from Michelle in blah, blah, blah. There's people who love creating content and they're really good at it. If we're not the ones, we're a business owner, we have to direct the right people to do it for us to be seen. Again, it could be like, is it worth giving four facials a month for free to four of your friends who are awesome storytellers, who know how to create content, and they're letting you film them by the way, and look, if you give them a free facial, if they're big enough that they don't want to do that and post it on their feed all the time, just have them create it for your feed, and they're doing it for you, they're thinking about it, they're thinking about the angle and how to get the good lighting, and they're inherently a better content creator. So, if you're not going to be the one to do it, find someone who do it, you just need to be seen. Just one example of trying to do something to be seen, but it just comes down to experiences, it just comes down to how do I blow their mind and go the 10 extra steps in this treatment before this treatment, after this treatment, that's going to resonate with them and get them to share it. Don't let others create, you do your thing, you work your magic, and you be really good at what you do, and the rest will fall into place. That's awesome, so that's great. So at the end of all of my interviews, I have to play a game, I hope you like playing games. I love playing games. Oh, you do, good for you. I'll see if I'm good at this game. But before we do this, Paul, is there anything that we did not talk about that you want to share with our listeners? Did I skip anything? Is there anything in particular that? No, I mean, I would say, one thing that I would suggest everybody do, it doesn't have to be monthly, it doesn't have to be, it could be like once a year, maybe twice a year. We feel more confident in creating when we are confident on camera or our stuff looks good. If I have a blurry, dark video of me giving facial, it doesn't look juicy, it doesn't look like dreamy, then I have a hard time posting it. But if I had really cinematic footage, then more likely than not, I'm going to post that. I would say that you start to build, think about your content as a bank of B-roll or a bank of stock footage that's of you and your clients. So once per month, per quarter, like whatever you can do, you just need it. There's so many people who know how to use a professional camera, who's a wedding videographer, who is a local photographer or whatever, they're not going to come and solve all your problems for you. You need to direct them, find somebody who knows how to use a lens and a camera, bring them in once every X amount of time and say, "Hey, I need this shot, this shot, and this shot," and you get a bunch of footage of you producing professionally. I find that when you have that and you have that over time, all of a sudden a year goes by and you have 12 faces, you have all these people, you have you on camera and different outfits and whatnot, all of a sudden you have this bank of stock footage and for you to create a story about that, and then you're like, "I'm going to create a really interesting story about a client journey or a day in the life or whatever," like you have this bank of awesome footage. So that would be my biggest hack. I think just like, don't do it for a one-off shoot. Do it to systematically create a bank of footage that you can use as your own stock footage. You know what's good about that too is it's almost like a stress reliever when you get to that point and you're starting to do something. You don't have to think, "Oh, I've got to film this and this and this and this." You have that there and you can just spend the time playing with it and that's a great way of looking at it because even myself, all my years of doing videos and speaking, when I'm like, "I've got to sit down and do a video," it creates this angst for some reason. Totally. I mean, I've done millions of them. Why am I feeling this way? But it's like this huge project that stresses me out and if you've got all that there, you just throw it together. It's so much easier. 100%. I learned this because the clients that we work with over a period of years of time, I can create content out of thin air because I have that serum applied to 35 faces in 16 scenes. I'm like, "Cool. Here's an audio, a trending audio that I want to use. Cut, cut, cut, cut. Boom." It's there. I live this every day where the more stock footage I have, the easier it is for me to create on demand. Absolutely. That's awesome. That's great. Okay. You ready to play a game? Let's game it up. Let's go. Okay. Okay. This is called Tagline in 10. Okay? Oh, geez. Oh, yeah. Oh, yeah. I'm completely putting you on the spot there. I have five different phrases, I guess I'll call them. You have 10 seconds to come up with a catchy tagline or a hook for each one of these to make like a quick tagline or a marketing push. Okay. Okay. I'm just, this could be slop. It's okay. It's okay. It's okay. We're good with that. Oh, tagline. Okay. You're going to give me a phrase and I need to tagline it. Yeah. A tagline or like a video hook or I'm going to give you a topic and you're going to, you're just, yes, tagline it, video something, your big marketing push for it. Love it. Click and short. You ready? Yep. Okay. Confused facial. As I blank. I know. Confused facial. I would, I would calm by CBD, could stand for something else. Calmed. Paul, we're getting, we're running out of time. Okay. Deb. Okay. My name is Deb. Calming by Deb. CBD. Oh, there you go. Okay. Deb was the first name that came to mind. Okay. Here's a grand opening for a solo studio. This is why I'm glad I don't have to play the game that you have to instead. Super Bowl solo. Oh, well, it could work because here's our next one. Are you ready? Okay. Our next one is for a men's treatment menu. Oh, men's treatment menu. Yeah. Grit and grime. Oh, I like that. This is going to be a fun one, a spa that only operates overnight. After hours, after dark, you don't want to, you know, do it too much of a connotation with after. I was going to say, but that could go a million ways. After hours. After. I love that. The spa built for you when you're not busy. Yep. Okay. Our very, our last one, oh gosh, I did not make these up. I'm just telling you, this came for, are you ready? Facials for aliens visiting earth. Facials for, I mean, um, out of this, out of this world. There you go. There you go. Those were all so stupid. All right. Sorry. That like made me look so not, I swear, I don't rely on chat GPT and to be able to create marketing campaigns, but you know what would have been funny is if you had done that. What would have been funny is had you done that, a quick chat GPT on each one of those would have been interesting to see what we came up with. Oh yeah. I would have given us a lot. But yeah. That was fun. Yeah. That was a fun game. Oh, I know. We won't do that one again. But Paul, thank you. Thank you so much. This has been, you know, it's been a great hour. It's a great topic because, you know, with our core business is what we're doing in the treatment room, but this has turned into a core part of the business too, because social media is out there. It's everywhere. Everyone's trying to do it. And you know what? A good 80% of people are really struggling and you helped tremendously today and you made it come across as a much easier way of looking at things. And so the last thing before I say goodbye to our listeners is if people are interested, how do they reach out and find you? Yeah. Instagram, creativejuice, creativejuice, the word and then Hawaii at the end is how we spell that. Same thing, creativejuice.com. But yeah. Awesome. Check us out. We show a lot of behind the scenes about how we create content and I would love to see online. That's awesome. Paul, thank you so much. And to all of our listeners out there, thank you for spending an hour with us. This has been the Aesthetic Report. I'm Michelle DeAller Brenner and can't wait to talk to you next month. Take care, everybody. Thank you for listening to the Aesthetic Report. Be sure to subscribe wherever you listen to podcasts so you'll never miss an episode. If you love the show, leave a review on Apple Podcasts and Spotify until all your SD Besties to give us a listen. And don't forget, the education doesn't stop here. The Aesthetic Report is one of many platforms offered by Dermascope. Visit dermascope.com for more education and industry news from the authority on professional skincare. Stay tuned and we'll see you next time for another episode of the Aesthetic Report. Did you know hyaluronic acid receives over 21,000 monthly searches on Google? Elevate your menu with an in-demand, next-gen, hydrating facial and corresponding retail heroes. Refresh and revive with Pavonius hyaluronic acid, hydrocollection, and aquatite technology, a breakthrough formula that delivers intense hydration, visibly firms, and instantly smooths for revitalized glass skin radiance. Featuring high-tech ultra-low molecular weight hyaluronic acid, this collection penetrates instantly and deeply, making it a favorite for dewy, plump, de-aging results. It's the perfect upgrade to any facial or self-care routine. Spa Pros discover a clinically proven solution to long-lasting moisture and tighter-looking skin at PavoniaPro.com. 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