SMME #418 Assembling Your Unicorn Team with Jen Kem
Spa Marketing Made Easy Podcast
Release Date: 01/27/2025
SMME #446 AI Is Coming for Your Spa: How to Stay Visible (and Booked) in the New Era of Search
Spa Marketing Made Easy Podcast
If you’ve noticed your spa website’s clicks going down but impressions going up, you’re not imagining things—and you’re not alone. In this episode, we break down what’s happening with Google’s new AI Overviews and why SEO is evolving fast. You’ll learn how AI is reshaping how clients search, how your spa can stay visible, and how to make AI work for you (not against you). Whether you’re doing your own marketing or working with an SEO team, these strategies will help you protect your rankings, build trust, and stay booked—even as AI changes the game. What you’ll learn...
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SMME #445 Rising Costs, Shrinking Margins: Smart Strategies for Spa Owners Navigating Inflation
Spa Marketing Made Easy Podcast
Inflation is squeezing margins across every corner of the spa industry - from skincare products to payroll. But there’s a smarter way forward. In this episode of Spa Marketing Made Easy, Daniela walks you through five proactive strategies to stay profitable, intentional, and allows you to cut costs without cutting the experience: Know your true cost-per-treatment and key KPIs Raise prices confidently without fear Build $10K+/mo in recurring revenue with memberships Streamline operations and get back 20-30% of your time Reduce payroll costs by up to 25% by training your team on AI ...
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SMME #444 AI Is Coming for Your Spa (In the Best Way): How to Use ChatGPT to Attract Ideal Clients
Spa Marketing Made Easy Podcast
AI is transforming how spa owners market, hire, and lead—and the shift is happening fast. In this episode, Daniela reveals how to actually use ChatGPT to grow your spa by getting ultra-clear on your Ideal Client Avatar. Discover how spa CEOs can use simple prompts to attract aligned, rebooking clients, save time on marketing, and reduce burnout—all while building a boutique brand that feels authentic and sustainable. Whether you’re just dabbling in AI or ready to go all-in, this episode will help you train ChatGPT to become your secret marketing assistant (with soul). What you’ll learn...
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SMME #443 $30K Months from Memberships? The Spa Revenue Strategy You’re Not Using (Yet)
Spa Marketing Made Easy Podcast
What if you could start every month knowing your spa’s core expenses were already covered? In this episode, we dive into the power of spa memberships—not just as a revenue stream, but as a business-transforming foundation. You’ll learn how even just 50–100 members can generate $10K+ in recurring monthly revenue, reduce your stress, improve client retention, and position you as a Spa CEO. Whether you're solo or scaling a team, memberships are the bridge between burnout and balance. What you’ll learn during this episode: The difference between monthly, annual, and "bank-style"...
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SMME #442 The Retail Reversal: A Smart Way to Boost Spa Revenue
Spa Marketing Made Easy Podcast
Looking to build a profitable, systemized spa that pays you $100K+ without burning out? It all starts with retail. In this episode, we dive deep into the Retail Reversal strategy: we reward retail purchases with complimentary services - driving loyalty, boosting results, and maximizing revenue. And the great thing? It will cost you about the same as offering 10% off products. Yep, you heard that right. We cover why retail is essential (when clients buy 3+ products, they’re 90% more likely to rebook!), how to systemize ordering and product rep relationships, and how to run a...
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SMME #441 Still on Track? How to Use a Mid‑Year Review to Save Your Spa’s 2025 Goals
Spa Marketing Made Easy Podcast
Halfway through 2025 - and halfway to your goals. This episode uncovers a powerful Mid‑Year Spa CEO Review process designed to help you reflect, reset, and reclaim momentum for the rest of the year. We walk through 5 critical steps to assess your business - check key metrics, align your goals, and reclaim dedicated CEO time - plus a downloadable worksheet to guide your decisions. What you’ll learn during this episode: How to pause and assess your top 3 goals from January The metrics every spa CEO should review How to debrief your business: what's working, and what to pivot ...
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SMME #440 Legal Clarity on GLP-1s in Medically Assisted Weight Loss with Courtney Walker
Spa Marketing Made Easy Podcast
If medically assisted weight loss is part of your revenue stream, this episode is non-negotiable. I sat down with attorney, spa owner, and compliance educator Courtney Walker to unpack the current chaos around GLP-1s—semaglutide, tirzepatide, and the like. From cease and desist letters to compounding confusion to trademark traps, Courtney breaks down what’s really going on and how you can move forward with confidence. Whether you’re all-in on weight loss programs or just exploring, you need to know your legal and operational options. What you’ll learn during this episode: What’s...
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SMME #439 Marketing Budgeting Deep Dive: How Much Should Your Spa Really Spend?
Spa Marketing Made Easy Podcast
Ads are always changing—but your budgeting system shouldn’t. In this episode of Spa Marketing Made Easy, I sit down with Tara (my go to ads strategist) to break down how much spa CEOs should actually be spending on marketing—based on three common business stages: Maintenance: Hold steady & replace lost clients Growth: Scale month-over-month Hyper Growth: Seize big promotional moments like Black Friday Learn the exact percentage of revenue you should allocate in each stage, plus how to measure ad performance vs. SEO or referrals—so your marketing dollars aren’t a guess,...
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SMME #438 Building a Million-Dollar Waxing Brand with Integrity and Impact: Candice Johnson’s Story
Spa Marketing Made Easy Podcast
Candice Johnson didn’t start out with perfect systems, a financial background, or a clear roadmap—but what she did have was vision, grit, and a deep commitment to building something better for herself and her team. In this inspiring episode of Spa Marketing Made Easy, Candice shares her journey from working in national waxing franchises to launching her own thriving waxing and skincare brand, Candee Skin. With 16 employees, a million-dollar location, and big dreams of franchising, Candice is a powerful example of what’s possible when faith, leadership, and purpose-driven business align....
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SMME #437 What If Failure Isn’t the End - But the Beginning?
Spa Marketing Made Easy Podcast
Failure. It’s one of the scariest words for entrepreneurs - but what if we’ve been thinking about it all wrong? In this solo episode of Spa Marketing Made Easy, Daniela shares a heartfelt story about a birthday weekend, a sourdough flop, and the unexpected business wisdom that came from both. If you’ve ever launched something that didn’t land, hired the wrong person, or felt the sting of putting your heart into your spa only to feel disappointed by the outcome - this episode is for you. You’ll walk away with a powerful mindset shift and a reminder that failure doesn’t mean you're...
info_outlineHiring on a unicorn, or building a whole team of them, isn’t about narrowing in on uber-unique people who possess the “just right” combination of skills to help you succeed in your spa business. Actually, building a Unicorn Team is about getting ultra clear on your brand and the values that drive it.
From there, you’re able to navigate, motivate, and communicate as the Unicorn Leader you are, and thus, rally and lead other Unicorns who want to build your brand with you, too. Here to walk us through the foundation of that innovative process is Jen Kem, the author of the new book, "Unicorn Team: How to Rally the Right People Around the Next Big Winning Idea that Changes the World.”
Named Forbes' top brand strategist, Jen’s company, Master Brand Media, represents influencers, celebrities, CEOs, experts, specialists, authors and speakers to get seen, heard and paid more through brand management, team optimization and corporate brand collaborations. With a focus on the four essential areas for brand success called Brand T.I.M.E. - Team, Identity, Messaging and Experiences - Jen and her team of Strategizers and Mobilizers have advised over 400,000 leaders to grow their brand, expand their businesses and lead teams who "get" their mission and follow-through on their vision.
In her upcoming book, "Unicorn Team,” she outlines the frameworks for everyone to leverage the concept of Brand T.I.M.E. so that they can make the next level impact they know possible.
In this episode, we discuss:
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Why your team is a critical piece of the entire brand experience you’re building (yes, solo aestheticians, this applies to you, too!)
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Overcoming your team building objections and embracing your own unicorn role in boosting your confidence as a leader
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Donkey vs. unicorn behavior and getting clear on what you’re looking for in your unicorn team members
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Crafting a team and process that are linked to your values and brand, and support your path to sustainable scaling
To read the full show notes for this episode, visit: https://www.addoaesthetics.com/podcast/ep418
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