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You Are GOING To Fail When Starting Your Business! · Honest Esthetician Education

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  You are gonna fail when you open up your business.
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  It's inevitable.
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  When we first started, we had high quality content that we thought was going to perform so well and make our business booming.
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  But it was so far from that.
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  But if we didn't keep trying, we wouldn't be where we are at today.
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  So
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  Before we get into this topic, make sure you like, comment, and subscribe where we go over so many of these great topics and dive deep into these things.
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  So let's go into it.
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  How did we start and what was kind of the process?
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  I kind of want to hear from your perspective.
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  Yeah, it was definitely a lot of failure.
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  You are right there.
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  I think I like the topic of starting with the high quality videos because we've been doing these videos in the space for...
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  How many years?
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  Tell me.
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  Wait, no.
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  Because last time I messed up the years and you lectured me.
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  Six years is Jace.
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  So it's probably because Jace is about to be eight.
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  So it's probably closer to five years, four or five years.
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  Yeah.
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  Yeah.
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  Probably closer to four.
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  But we've been doing it for a long time.
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  We haven't been doing it for ourselves.
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  We've been doing it for other med spas and other businesses that you work for.
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  And then at home.
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  And then I'd say high quality, but like our initial videos, like looking back, they were high quality.
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  Oh my gosh.
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  They were shot with a good camera, but they were bad videos.
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  It would be so interesting if you showed a video right now.
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  Stop.
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  Double cleansing is twice as nice.
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  Your first cleanse is going to be the one that removes any oil, debris, dirt, or pollution.
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  Please make me do this.
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  Now I have to go back and pull an old video.
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  So here's an old video of me.
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  I will show an old video just for you.
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  Okay.
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  But yeah, so we thought they were high quality, but we've been working on this for a long time and we were failing at that.
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  But if we go back to the beginning of the business and we first opened and we were stressed and we were scared and didn't know what we were doing, we were both pretty confident that our high quality videos, because they still were better than most in the space, especially for most institutions starting on their own, because there was two of us, I had a camera.
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  And things were so different back then too.
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  Yeah.
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  And I thought that we were just going to, as soon as we posted iQuadr videos, the clients were going to come flooding in.
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  We were going to sell out the books, the full nine.
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  We had a full business plan based on our Instagram videos crushing it.
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  Yeah.
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  And we realized very quickly that our Instagram videos were not crushing it.
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  They did well.
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  And we were able to build clients and we were able to build a social following, but it was not optimized.
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  It wasn't as good as it could be.
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  So I want you to talk more about that because in my opinion...
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  You, you know, we both learn this together, but I feel like you were one of the kind of like the lead charges of learning and lecturing me about what didn't work because I've been I've always been really stuck on like cinema and trying to make my stuff cinematic and slowing things down and not conforming to the Instagram world.
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  And you've done a really good job of taking my content that I think is really high quality and really good, but mixing it in with what works on social media.
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  So talk to me about the process of us failing really flat in our face and what you learned to optimize that content and make it better.
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  Yeah.
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  So as far as social media goes, I think that we have a really good balance of bouncing off of each other.
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  So you may have a great idea, but it may not, you know, be personable.
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  It may be very salesy, which can be good in certain aspects.
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  But I think that there is a mix of obviously being professional, you know, having, um,
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  making sure that your videos are, so if a client does go to your page that they know your offer or whatever that you, you know, are portraying your services by, but also I know it's silly, but trends and following the, trying to keep up with the algorithm on Instagram, it's always changing.
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  So for me, it was just learning how to constantly tweak things.
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  I even got to a point where,
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  I just took after videos of clients skin and added text to it and it wasn't even high quality.
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  So, I mean, that right there says that we, we had so much high quality and it just wasn't utilized correctly because the clips were too long.
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  The, um, the it just wasn't catchy enough.
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  It wasn't, it was just like a boring video.
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  It could have been cool, but, but to an average person, we think it's really cool because it's cinematic, but,
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  Somebody who's like, oh my gosh, it's constantly grabbing their attention because there's text.
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  It's moving fast.
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  Yeah, that is interesting for us too to kind of, it's not off topic, but it kind of is.
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  But looking at really early on in our days, the best performing videos were iPhone videos.
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  And our best performing content at the time was before and afters.
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  with your phone.
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  And I think we put so much pressure and I think a lot of people now still too.
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  And I don't know how, what everyone actually thinks about us or thinks about you on social media and their, their, their representation of you of like, Oh, she has high quality videos.
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  That's why she made it work.
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  Um, but for such a long time on our backend, our biggest growth was iPhone videos of after of glows.
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  And then was in that it was not just,
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  close because you had text and good audio, but then before and afters as well.
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  I mean, there was a time, wait, sorry, let me, let me finish this.
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  I know you, you, it's hard for you to like, you know, keep going, but there's two things.
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  Uh, there was two months in a row that are highest performing content on our pages of before and after.
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  And they both reached over like 300,000 people.
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  Sorry.
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  Now you can go.
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  I was just going to say that I feel like that's when I
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  understand Instagram as far as just making something different.
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  shareable and making things resonate with other people because I mean, people just assume that because you have high quality, it works.
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  And so people look at my page and they're like, Oh, well, of course her stuff performs well.
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  It's high quality, but it's like, you have to know how to utilize it.
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  And that's why we say practice makes perfect because in the beginning we did have all high quality videos, but there was a point in the business where I was just trying something new and it,
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  like I said, it just took trial and error of trying and trying and trying again.
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  And there's no way that you are going to fail if you keep trying.
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  So we did high quality.
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  It didn't work in the beginning because we didn't know how to utilize it.
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  And then there was a point in our business where I just took afterglows and that was my thing.
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  And I tweaked it.
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  I added text to it.
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  So it was such a simple video, but for some reason, I mean, clearly the algorithm and Instagram and the people who were
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  viewing it, loved it.
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  And so I didn't even see anything like that in the space when I was doing those type of videos.
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  And what's crazy about your afterglow videos is the first ones you posted didn't take off.
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  Yeah.
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  So you failed at those first versions of it.
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  Because it was so boring.
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  Because it was just
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  long afterglow video maybe it was 12 seconds 13 seconds long and instead of you giving up you went this is a good video let me see if I can make it better and in our con in our course that we're actually working on right now that'll be available soon we go over this of repurposing content and optimizing content
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  So stay tuned for that.
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  But I just, this is a little sneak, a little preview here.
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  But, and that's really important in our high quality videos that affects the before and afters that affects all things was like, you have to throw it out one time.
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  It has to flop.
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  It has to hurt your ego.
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  And then you have to be able to stand back up and go, I think there's something that's good there.
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  Let me try it again and make it better.
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  Yeah.
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  And too, if you think about it, I mean, that was really when our page, in my opinion, really started to take a turn.
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  And then at that point, I was able to utilize that same style, but with high quality videos.
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  And I think that's when our page really took off because we understood how to utilize Instagram.
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  So I think if you're just keep, if you keep trying and trying and trying, but you're doing the same exact thing in the same exact video, it takes pride and pride.
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  putting that aside and looking at your analytics.
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  I talk about this all the time of seeing what videos perform well on your page and literally tweaking that same exact video.
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  It's, it has to eventually work.
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  There's no way that it shouldn't.
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  And if you have clips, just keep trying and trying.
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  I mean, it's, trust yourself, trust your gut sometimes too.
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  Trust the gut that you go, I know this is good.
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  I know there's something here or what.
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  Well, when I said this, did it hurt your ears?
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  That's funny.
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  But yeah, you know, there's something good there.
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  You just can't give it up.
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  So transitioning from that point, really, you know, not really quickly, but moving on to a different aspect of the business of trying and failing.
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  So what things as far as the business, I mean, I can think of specials right now of trying and failing, but is there anywhere else, if it's not specials, if it's somewhere else, I could talk about the specials or you can, that we tried and failed with the overall process.
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  business.
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  I mean, ads, offers, you know, making reels that didn't feel personable.
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  I think that's something that I've learned too, is of course, like I said in the past, I think there's a good mix of you
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  you know, being professional and having an offer, but that's my take.
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  I feel like you should have a mix of everything on your page.
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  So when somebody does go to your page, it's not strictly just like unpersonable, if that makes sense.
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  Yeah, just constantly offers and specials and deals and trying to sell something.
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  if you buy this, you get this.
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  And so nobody would want to follow that.
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  I think that's what also, as far as our Instagram goes, I have a huge mix of informal graphics.
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  Now I have a mix of before and afters and captions that educate sometimes.
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  So I think it's just really important to have a mix of everything on your Instagram.
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  So somebody can kind of get to know you if that's what you want.
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  I think that there is a balance in my opinion of professionalism and showing personality.
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  That's just my take.
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  I think you should still be professional.
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  Yeah.
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  Yeah.
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  I think as far as failing goes.
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  Social media has gone really far in my opinion, but I don't think there's anything wrong with social media if you're not like, if your goal isn't trying to book, utilize to book strictly clients, you know, I don't know.
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  It's, I have a mixed feeling about it.
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  Like the builder as a whole.
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  Yeah.
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  Yeah.
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  Yeah.
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  But as far as special goes, since I that was the first day I mentioned it and you didn't you didn't.
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  I want to talk a little bit about that as one of the failures that we've been through.
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  And we've talked about specials before.
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  We've done a whole thing about specials.
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  If you haven't watched that go back to one of our previous videos where we're anti specials.
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  And I think there is a correct way to do specials and promos and it's not, I'm not all, it doesn't work and you shouldn't do it.
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  But that's one of the failures that we made early on is that we, I mean, the first special we ever ran to start the business, we were so desperate.
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  We did a buy one facial, get one free because we've talked about this before.
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  We knew nobody in Arizona and we built this business here.
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  So there was no referral.
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  There's no
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  Oh, my sister-in-law.
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  Oh, my cousin.
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  Oh, my granddaughter is here.
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  When you talk about starting from scratch and zero, we literally didn't know one soul.
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  So when we opened up the business, we didn't even have a friend to come in to give a free facial to.
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  We knew literally nobody because we were in our first six months here in Arizona.
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  So that was our first special, which I don't regret that.
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  It did work.
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  It got the job done where we were able to give.
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  a handful of people in to pay the first month's rent.
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  So I don't hate that.
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  But one of the failures I think we made with specials is that what we did is we leaned on specials really hard in bad times.
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  So in desperation, we went, let's run a special.
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  Every time business got slow, we both looked at each other and went,
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  if we run a special right now, we'll be okay.
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  Like we can keep the lights on.
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  And I mean, after month three, month four of the business, it didn't, it stopped working.
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  The specials started to run dry.
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  Um, and, uh, or we had clients that were waiting and expecting specials and we had a handful of people that came in knowing, um,
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  that, that Victoria is going to run a special again.
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  So to me, that was a failure.
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  I think the idea was, was there, but I do think that the business could have stayed open if we would have held true and doubled down on marketing efforts that were actually working and could work instead of like lecturing the cat, um, instead of doubling down on a special.
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  Um,
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  Yeah, no, totally.
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  I think that I really think it's so important to focus on the quality of the clients that you do have rather than quantity.
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  And I mean, I've just learned it from personal experiences that I could have an abundance of clients, but that they only come in one month and that forces me to run another special the next month.
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  So and I'm not putting in the time and effort and the energy.
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  that I could be giving somebody a little extra TLC so that they do rebook their appointment.
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  So that is building your clientele right there.
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  And that's adding value to your service by adding in, let's say, extra time to that one client.
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  Not that you should do that every time, but adding an extra face mask, things like that.
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  focusing on the clients that you do have for the long run.
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  And it's all about patience when it comes to opening up your business.
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  And I know, I know from personal experience that it is so much easier said than done.
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  Unfortunately, and fortunately, we did not have any
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  like personal help.
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  We were not, we don't have the luxury of, you know, owning, we didn't have a big business loan.
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  We didn't have, um, you know, our, we couldn't live with our family while we're building the business or things like that.
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  I mean, I don't think we would anyways, but, um, I mean, we just have the luxury that, you know, some people do, which is okay.
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  Every journey is, is totally, everybody has their own path, but, um, yeah, if you are like starting from zero, I believe in you.
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  I believe that you can totally do it.
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  Be patient.
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  Yeah, we definitely believe in you.
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  And just be patient with your journey.
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  Don't try to rush your journey.
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  And we did this in the beginning.
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  The only reason why we can say it is we tried to rush to the million dollars, right?
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  We were rushing.
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  We had these dreams that in six months we were going to make...
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  $600,000 and the business is going to explode and we're going to travel to France and everything's going to be amazing.
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  And you never know what your outcome is going to get.
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  I think that every situation is unique.
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  I think that for us, you know, we, I mean, if you don't know, I'm the breadwinner and Chris, you know, does marketing.
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  He has a couple of businesses that he does work for, but primarily I make
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  majority of the money to support our family.
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  So we're not in a typical situation where if somebody were to reach, you know, six figures within six months, that could be all their money.
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  I, you know, take, you know, we take care of our family and we have two children.
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  So our journey is definitely very unique.
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  So I just wanted to remind you that every story is different.
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  You may even reach, you know, success quicker than us that we did.
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  We're just now, again, two years into our business and we can finally, you know, sit back and
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  you know, it's still a little scary.
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  Sometimes it's never going to be a hundred percent business.
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  Yeah.
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  Cause the market, everything, you never know what you're going to get each month.
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  So, um, yeah, I just want to remind you that every, everybody's journey is different.
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  So we hope that we can inspire others and other business owners.
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  And if you have any questions, please feel free to drop them below.
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  We're always an open book.
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  We always respond to every comment.
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  Um,
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  majority of messages on Instagram.
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  Even we try our best to respond.
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  But yeah, our course will be coming out soon where it'll be such an amazing source of community and personalized care for you guys.
• 15:37
  So I think that's where we're going to wrap it up right now, unless you have any other things to say, but thank you so much for tuning in.
• 15:45
  Make sure you like, comment, subscribe,