No one needs to know what we do. But everybody wants what we did. This reel? Our client answering emails while getting her legs smoothed with TShape. That's the content that converts. Not a list of services. Not a breakdown of the technology. Not a "here's what we offer" carousel. Just a visual that makes someone say: "I want that." Here's the lesson: → Stop explaining what you do → Start showing what life looks like after working with you Your clients don't care about the process. They care about the outcome — and whether it fits into their life. This 10-second reel says more than a 500-word caption ever could. What are you showing your audience this week? 👇 https://youtube.com/shorts/yhs46TCReRc?si=mc7bF4UwVX7PJDwj https://www.instagram.com/reel/DS-zrcrgV_s/?igsh=cnhubTZ6Z2ZkeG0x https://cryocontouringstudio.com/grow/

This Post-it note runs my entire client journey. Viewer → First-time client → Transformation client → Connector → Advocate → Influencer → Collaborative partner → Marketing partner → Coach Everyone has a client journey. What makes mine different is the order — which I've been perfecting — and the tactics that make movement from one stage to the next happen naturally. Here's how each stage actually works: 𝗩𝗶𝗲𝘄𝗲𝗿 — They're watching. Consuming content. Not ready yet. Identity unknown. 𝗙𝗶𝗿𝘀𝘁-𝘁𝗶𝗺𝗲 𝗰𝗹𝗶𝗲𝗻𝘁 — They booked. We have a name, contact info. Now your job is to find out what problem urgently brought them in today instead of staying anonymous. 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 𝗰𝗹𝗶𝗲𝗻𝘁 — You uncovered the depth of their pain and how long they've been carrying this frustration. They're tired of looking and want your expertise. Results are visible. They're invested. This is where most spas stop. Don't. 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗼𝗿 — You thank them for trusting you. Ask about their journey, how their life changed. Then gift them the opportunity to introduce this to someone they know. "You should check out..." conversations happen organically. 𝗔𝗱𝘃𝗼𝗰𝗮𝘁𝗲 — They want to learn how to better connect, refer, and share — so they need help. We create forums and interactions for them to safely advocate their story with less risk. They're actively promoting you without being asked. Tagging you. Defending you. Gifting your services. 𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 — This is where YOU add fuel. I increase the value of their opinion by giving them something to share. I put them on my forums. I introduce them to my clients. They went from advocating to their circle to advocating to a larger audience — mine. That's how you build an influencer worth having. 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝘃𝗲 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 — They realize what they've experienced is valuable and they want it to continue. They're hoping to collaborate to stay relevant in our space. Cross-promotions. Joint offers. Shared audiences. 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗽𝗮𝗿𝘁𝗻𝗲𝗿 — They're invested in your growth because your growth is their growth. We're investing in their business by promoting them, their platform, their company. We're also clients of theirs — buying their services and selling them to our clients.

You're choosing who you'll become. The five people around you most often are a physical sign of who you're investing in. Evaluate this every single time you make a decision about where you're going. Do you want to become them? Do you want to invest in them? Building a business works the same way. Attract and invest in people you actually want to become — or learn from. Clients. Team. Collaborators. All of them. 𝗛𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝗯𝗿𝘂𝘁𝗮𝗹 𝘁𝗿𝘂𝘁𝗵: Your ideal client profile isn't just about who pays. It's about who you'll enjoy serving. Your hires aren't just about skill. They're about who you want in the room when things get hard. Last night I could've chosen sleep. Work. Santa Claus duties. Instead I chose investing in my daughter's relationships and enjoying my son. I made sure the ones at home got my full attention. That's the decision I make, every time. Look at who's by your side. Who's behind you holding up things you've already built. And who's in front of you that you're following. They're your compass for where you're headed. 👇 Drop one person you're intentionally keeping close right now — and why.

ASK Stacey: As a publishing author focusing on revenue and process optimization for aesthetic medicine clinics, what do you think are the most easily overlooked but crucial internal processes for aesthetic medicine institutions seeking growth? Stacey says: Most overlooked but yet crucial… building an emotional client experience beyond just delivering great service. Most focus on "did we do the treatment, did they get great results? That’s just the beginning. If you can systematize capturing how clients FEEL, and build emotional transformations with physical transformations — that can scale with ease. Understanding what pain brought them in. Follow-ups that feel human. Making someone feel seen before they even ask. That's the process nobody builds because it doesn't look like a process. But it is. It's in: • The types of questions you ask • The WAY you ask them • Asking for feedback in their Google review rather than stars so others know what to expect • Clients inviting friends to events and sending referrals — makes them feel invested in your growth Those activities capture emotions — and emotions are what build brands worth scaling.

Coaching tip—follow-up to yesterday's 3 Constraints video: Saw this on LinkedIn from Sharran Srivatsaa and it's the perfect example of what I was talking about. He played tennis with Richard Branson. Not because he was the best pro in the Caribbean. Because he was the ONLY one who stayed when the storms hit. Everyone else left. He moved lessons indoors. Charged 10x more. Then Branson called. This is the "raise your price" lesson in action. Raising your price isn't about bigger profit margins. It's about forcing yourself to earn it. Your fulfillment costs go UP, not down. That's the point. For us, that means investing in $150K equipment to solve problems people will pay premium prices to fix. Not competing on the same services everyone else offers. You raise the price. Then you rise to meet it. And when you do? You're no longer competing with every other med spa in town. You've become the only. The brutal truth: Raising your price in a crowded marketplace is HOW you become the only. What would change in your business if you stopped trying to be the best... and started positioning yourself as the only?