Delusional

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You’ve probably heard of PR before, but do you know what it actually is? Usually, we associate PR with the crisis management team scrambling to clean up a media mess: whether that’s for a celebrity after they’ve made a few bad decisions in an interview, or a company that publishes an ad that’s more offensive than funny. 

But PR isn’t just about spinning the negatives into positives! On this week’s episode of the podcast, I’m taking you behind the scenes of the PR industry and giving you a crash course in media training so you can use it to your advantage (instead of the other way around!). PR can be a powerful tool to increase your visibility, get your brand in front of your target audience, and build credibility and trust along the way. Unlike paid advertising, PR can foster far more genuine and authentic connections with your community - and potential customers. But it’s not as simple as just asking the media to run with your story! I’ll show you how you can create your own effective PR strategy that’s guaranteed to succeed, from deciding which media format suits your business the best, to developing clear and captivating brand messaging, and understanding what makes a news story ‘newsworthy’. I’ll also be sharing the exact tools and skills you need to invest in to produce the perfect pitch and then tailor it to your target agency and audience. But just like any industry, there’s a hidden side to the media that can easily catch out those who aren’t prepared. I’m taking you behind the scenes to let you in on the dark secrets of the media and my own honest experience with their sneaky tactics to twist and manipulate stories to fit their own narratives. There’s so much untapped potential out there, so become a real player in the PR game by learning the tricks of the trade!

This is your Media Training 101:
📸 Understanding what PR is, and how it can make a dramatic difference in your brand visibility!
📸 How to create the perfect PR strategy: everything from pitches to print
📸 Breaking down the different types of media outlets and the process of getting media exposure
📸 Shining a light on the dark side of the industry - why the media can’t always be trusted

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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We’ve all had those clients: the ones who message you ‘desperately’ for an appointment in your DM’s, but then take forever to reply. They also are ‘happy’ to pay your prices, but let you know their usual girl does it much cheaper (and they’d appreciate a discount!). And then, when it finally comes to that day, they never show up, even after the 2 reminder texts! Sound terrifyingly familiar? 

When it comes to being fully booked out, it’s not just about getting clients - it’s about getting the RIGHT kind of clients. On this week’s episode, I’m sharing the secrets I’ve learned from time in the industry, so you can streamline your bookings and fill your appointments consistently! I’ll take you through the process from start to finish, including how you can unlock the market by understanding who is ready to buy (and when!), creating a luxury experience and leveraging it through social media to gain a cult following, and fostering genuine and authentic relationships with your customers to guarantee they’ll return through your door again and again. I’ll also help your get confident and comfortable with every aspect of the rebooking process, and embrace sales as a positive for both you and your client. This is your opportunity to maximise your retention whilst also bringing in a consistent and reliable income! In a perfect world, it would be enough to simply be great at what you do, and you’d get the clients to match. But if you don’t understand how to market yourself, and your services, to those high-quality clients, you can’t ever hope to become fully booked. 

So ditch the time-wasters, the discount-hunters, and the message ghosters, and unlock the full potential of your beauty business!

This is my Fully Booked Formula:
📖 Attracting high-quality clients: how to target clients that are willing to pay higher rates and are guaranteed to show up
📖 Understanding lead generation, and converting as much of your potential target audience as possible
📖 Streamlining your sales and rebooking processes (without feeling like a sleazy car salesman!)
📖 Creating an engaging content strategy that aligns with your branding

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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It’s an entrepreneur's guilty pleasure: watching business shows like Shark Tank or Dragon’s Den. There’s nothing like seeing other like-minded people putting themselves and their businesses out there, chasing their own entrepreneurial dreams. But there’s no sugarcoating it - it can get pretty brutal in there! If you don’t know all the answers, all your numbers, AND have the proof to back it up, you might find yourself becoming prey for the sharks. So, imagine: if you went on Shark Tank, would they be fighting to invest, or swimming in the opposite direction? 

I’m helping you get into the mindset of an investor on this week’s episode of the podcast, and showing how you can use their framework to determine the value of your own business! When you’re caught up in the day-to-day operations, you aren’t always able to see the bigger picture. You might think your business is an asset simply because you’re bringing in sales every day, but if it’s not enough to cover your long-term expenses and growth plan? Well, it’s nothing more than a liability. I’ll be sharing the exact strategies you need to implement in your business to streamline it to guaranteed success, including diversifying your income (such as subscriptions and product lines), creating an innovative and unique selling point that brings something new to the market, and controlling your operational expenses in the high-cost beauty industry. There’s no doubt that beauty business owners are some of the most passionate about their craft, but having a great business is not just you being great at delivering that product or service. You have to understand the branding, the marketing, the sales, the financials, the processes, and the leadership to back it up - and this is where our beauty industry leaders thrive!

These are the questions you need to be asking yourself:
🦈 What exactly are investors looking for in a ‘good’ business, and what are the red flags of a ‘bad’ business?
​​🦈 Passing the financial health check: looking at your profit margins, revenue streams, and cash flow
🦈 Nailing your systems, scalability, and strategies: running an efficient business now AND in the future
🦈 Embracing and chasing uniqueness - it’s what sets an industry leader apart from the rest of the crowd!

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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Social media is a powerful marketing tool, but most people are using it completely wrong! Everyone does the same thing: posting the exact same before and after photos time and time again on your feed (when you actually remember to take that after photo!), forgetting to reply to people in your DMs for a few days (if they haven’t ghosted you already!), all the while trying to figure out why the algorithm hates you and wondering if that’s why you aren’t getting any new followers.

According to our guest Brooke Vulinovich, Instagram specialist and founder of the Social Club, this same old tired cookie-cutter approach just isn’t enough anymore - not if you want to be an industry leader. With a background in sales and marketing, Brooke found that where other business owners struggled with social media marketing, it was a space she could thrive in! So she transformed her impressive skillset into a business, offering social media marketing support to a small group of entrepreneurs. From there, the Social Club rapidly expanded and now helps thousands of clients in over 36 countries master the art of Instagram. And that’s what she’s helping us do today! Brooke gives us an Instagram marketing masterclass: we cover everything you need to know, from how to use DM’s to maximise your new lead conversion, to why the Instagram algorithm ‘hates’ you (it’s all about understanding your insights!), and even her exact template for creating dynamic reels that take your content offerings to the next level. With thousands of potential customers in your pocket, the difference between a small business and an empire is how you utilise the power of social media.

Welcome to your social media masterclass:
📱 Breaking down the trends, myths, and mistakes of Instagram
📱 Creating engaging content that elevates your profile above the rest
📱 Building a personal brand vs a business brand: how do you know which one to commit to?
📱 Monetising your account: how to successfully drive leads and increase sales through the platform!

Brooke practices what she preaches - if you want to connect with her, slide into her Instagram DMs! For those wanting to transform their marketing and become an Instagram queen too, Brooke’s Social Club is the answer. And if you want to join fellow powerful female entrepreneurs and celebrate International Women’s Day, sign up to hear Brooke speak at Perth’s 2025 event:
https://www.instagram.com/brookevulinovich/
https://socialclubcommunity.com/premium/
https://fusionbizco.com.au/iwd2025?fbclid=PAZXh0bgNhZW0CMTEAAaZ8N-7UwrdjQTcajwPSHDHktPwgiBqivvxZ3mGDIWbUbeyQ1NDb3imx3xY_aem_2oPtzaW1U0sk1GxbfDr6uw 

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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The maths should be simple: a busy week plus heaps of clients equals a big payday for you, right? But a busier week means you used more products than usual, staff hours increased, you didn’t have time to do your socials and marketing, and just to top it off you’ve still got that big insurance bill to pay by the end of the month. Once all those expenses are taken from your overall income, that big payday starts to look… well, non-existent! 

Financial freedom might sound like a far-off dream, but here to change your money mindset this week is profit and growth specialist Laura O’Hagan. Beginning her accounting career in the corporate world for a Big 4 company, Laura was all too familiar with the power of having a strong financial plan. But she realised she never saw the exciting part of business anymore: the working mum who achieves the saving target they never thought they could, or the overwhelming joy of a family taking their small business and scaling it to over 6 figures. She now works specifically with spas, salons, and clinics, with a passion for ensuring beauty business owners are paying themselves the wage they deserve! 

We talk about how you can take a ‘profit first’ approach to your finances, rather than just taking whatever is left over after all those expenses are paid. We’re also debunking some of the most common financial myths and mistakes that beauty business owners get caught up in (hello, GST and tax time!) so that you don’t have to repeat them too. Laura has seen so many of her clients who have gone from stressing every single day about where they’ll get the money to pay the bills, to being financially stress-free and using all of that brain space for good rather than worry! This is your opportunity to take back control of your numbers - rather than being the other way around.

Change the way you think about your business:
💰Financial avoidance: ignoring your numbers isn’t going to fix them!
💰Taking a ‘profit first’ mentality to your accounting to prioritise paying YOU first💰The percentage-based strategy that will future-proof your business through the busy and quiet times
💰Changing your mindset around investments (from coaches to the stock market) - you can’t afford NOT to do it!

Wanting to take back control of your finances, and live a life free from financial stress? Laura shares some of her life-changing advice on her socials, and if you want to take your profit to the next level, reach out to her on her website:

https://laurajohagan.com/

https://www.instagram.com/laurajohagan/ 

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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The beauty industry is changing - and clients are taking matters into their own hands. DIY beauty trends are on the rise, with everything from temporary lash extensions to laser hair removal now available from the comfort of your own home. But what happens when treatments designed to be performed by professionals are performed by a layperson?

On this week’s episode, we’re diving into DIY beauty treatments, and what it means for the future of the business industry!

With thousands of kits, packs, and other offerings that promise salon quality at home, it can be concerning for the beauty business owner that this will affect her sales and lower client retention. I’m here to tell you that despite the convenience, there’s one thing that DIY will never be able to do - replicate the luxurious and professional experience that you perform at your salon. You need to use your skills to show clients the true value of your professional treatments. By marketing your salon as a high-end indulgence, it’s all about ensuring that from the minute they walk in your door, you elevate your offerings to meet that luxury standard. Rather than trying to compete with DIY, beauty industry leaders can learn to embrace it and use it to their advantage!

But there’s a dangerous side to the trend too...

Where you’ve had a client whose attempt at dyeing their hair just ends up stripey or orange, there’s also the potential for there to be a client who ends up with chemical burns and serious allergic reactions. This is your opportunity to educate your clients, and help them understand why professional treatments are the gold standard for beauty. I’ll show you how you can make a profit from your years of experience, from creating your own maintenance kits that encourage return visits, to offering in-person consultations and individualised product tailoring. DIY beauty might be a passing trend, but knowing how to create a long-lasting legacy? That’s where the real beauty industry leaders shine!

We’re examining the rise (and potential fall) of beauty treatments:
🛠 Examining the rise of DIY treatments: is it a passing trend, or here to stay?
🛠 The reality of the risks your client is taking, and how you can help stop them from making a big mistake (and saving them when they do!)
🛠 How you can take advantage of DIY to complement and enhance your professional services
🛠 Elevating your business to a level that could NEVER be replicated at home

Want to maximise your growth, profits and impact in the beauty industry? Join the Beauty Industry Leaders community today https://www.beautyindustryleaders.com.au/wait_list 📲

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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Failure to prepare is preparing to fail, and that’s NOT where you want to be this festive season! Christmas provides one of your biggest opportunities to make huge profits this year as everyone wants to look their absolute best for those holiday photos and events. And the best bit? They’re already in spending mode, and willing to part with their hard-earned dollars - for the right service! So you need to put yourself in the right position to take advantage of the Christmas economy boom. 

Forget presents for the 12 days of Christmas, I’m taking you through my proven 12-step strategy to success this Christmas exclusively with you on this week’s episode! What you do now makes all the difference, and preparation for all possibilities is the key. By focusing on streamlining and organising your business, you can remain stress-free whilst still capitalising on the cash flow. In a period driven by customer retention, you need to know how to maximise sales and bookings, so I’ll show you how to generate new sale opportunities alongside your existing bookings and start creating a vision for your customer base for 2025. I’ll also help you plan ahead and prepare the function of your beauty salon for the busy season, like ensuring you have plenty of stock to cope with the holiday influx. We’ll also be taking a closer look at the financial gains and pitfalls that business owners face in the festive period, and the important factors you need to consider before closing your doors for a well-deserved break (you might take a break, but the bills don’t!). 

Not only does getting your business in order for Christmas benefit your sales, but it also benefits you - it’s so important for you and your staff to take time off, without leaving everyone exhausted and you high and dry. We want to smash sales records this Christmas season, but we also want to be able to enjoy it in the lifestyle that we’ve created for ourselves as beauty industry leaders! 

What you need to be doing NOW to set yourself up for later:

🎄 Understanding your systems and processes: automating what you can, and streamlining the ones you can’t to maximise efficiency

🎄 Financial planning for cash flow over Christmas - uncovering the most common cash traps people fall into!

🎄 Changing your mindset to stop getting stuck with short-term sight, and instead build a vision for 2025 and beyond

🎄 My 12 best strategies for setting yourself up for success this silly season (that you can action today!)

I want to empower women in the beauty industry to create an impact, build an empire, and leave their legacy!

Are you ready to become an industry powerhouse? Get yourself on the waitlist NOW for The Beauty Industry Leaders Skool Community, where I'll be sharing exclusive strategies to help you elevate your business, attract high-end clients, and gain industry authority. Simply DM ‘waitlist’ on Instagram:
https://www.instagram.com/sammykennedycoach/

If you have any questions about the episode, or have a burning question you’d like me to answer on the show, or if you’d like to join our movement of ambitious beauty leaders, connect with us at:
https://www.instagram.com/beautyindustryleaders/ 

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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Tell me honestly - how did you set your prices? Did you learn your numbers like the back of your own hand, calculating all costs and overheads, factoring in all the extra expenses, and then determining a profitable price for your service? Or did you copy the salon down the street that does similar treatments and just charged the same (or a tiny bit less!) than them? If you’re guilty of the latter, raise your hand - and then listen to this week’s episode! It can be difficult and sometimes downright scary to back yourself and charge higher prices, or increase them from what they are currently. But the only person that that’s hurting, is you. Not only will you not be able to invest any back into your business for things like levelling up your skills and results, it also builds resentment towards the work - and that’s not how you become an industry leader. So I’m going to show you how to raise your prices confidently and without the panic and anxiety that comes with it! I’m helping you understand what it means to be profitable in your area of service, and how it can affect the longevity of your business. We’ll also look at common mistakes that people make when setting their pricing, like not factoring in debts or even their own wages, and how you can avoid falling into those traps! Raising your prices isn’t just for you either - it benefits your clients too. We’ll look at the effects elevating your client experience has on bringing in a higher-end, more luxury-level clientele who are in turn more willing to pay those higher prices over and over again. These are the exact strategies I teach all my clients, and we’re covering everything from marketing to mindset in this episode. This is the secret weapon you need so you can not only increase your prices confidently, but in a way that’s going to be a win-win for both you and your client.

Don’t panic! This is how to make more money, AND do it confidently:
❤️‍🔥 Understanding your numbers: maximise your profits by setting ACCURATE pricing!
❤️‍🔥 Avoid burnout! Why increasing your prices is critical for long-term business sustainability
❤️‍🔥 The power of a clear brand and message when attracting high-end clients
❤️‍🔥 Creating a luxury experience that clients get excited to pay more for!

If you’d help setting profitable prices for your beauty salon, book a 1:1 session with me and we can go through it all together.

I want to empower women in the beauty industry to create an impact, build an empire, and leave their legacy! 

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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Starting a business is NOT cheap. There’s money spent on your training, getting the right insurance, stocking up on products, and perfecting the fit-out of your space. We prioritise investing all of our hard-earned savings into getting the business off the ground. It can sometimes be tempting to try and save your hard-earned cash rather than invest it back in your business. But there’s one area where when you invest, you’ll always get a massive return - and it’s you!

Our guest this week, Kimberley Haworth, is no stranger to investing in herself and placing real value in levelling up her own knowledge and skills. Kimberley is a rockstar business coach with 15 years of industry insights and has run multiple 6-figure beauty businesses over her career. As someone who always questioned the status quo as she went through beauty training, she recognised that there was a massive gap in the education system, with no offerings blending both beauty and business together. And so Beauty Business School was born! She now shares everything she learned from her own entrepreneurial journey with other budding beauty business owners. As their cheerleader and unstoppable mentor, she helps them attract their dream clients AND create a successful business that will set them up for life. Oh, and she does all of this whilst still being an incredible and dedicated mum!

We have an electric conversation about our shared passions, and it’s sure to get you buzzing with excitement too. We’re talking about the astronomical return you get from investing in yourself: whether that’s spending money on courses that make you a master of marketing, or taking the time and effort to do the work on your past traumas and self-limiting beliefs. Communication is critical for any business owner, and Kimberley has harnessed this power and made it her own! We’ll discuss how you can flip a negative conversation into a positive starting right in your own salon, and how keeping it simple is the key to creating a connection with your customer. This is an episode you don’t want to miss - Kimberley’s here to change your mindset and elevate your strategy for remarkable results!

Start your ‘you’ investment today - we’re covering it all:
💋 Marketing masterclass: avoiding the most common pitfalls and putting yourself in your customer’s shoes
💋 Lifting the standard of training in the industry, and ditching the one-size-fits-all approach to education
💋 Balancing being a boss woman with being an even more boss parent!
💋 Fears, triggers, and projections: how to break the cycle and stop being stuck in your ways

If you’re inspired to become a badass boss lady like Kimberley, and you want to join her supportive community of business cheerleaders, follow along on her personal and business socials for all her best (and entertaining!) advice.

And once you’re all caught up on the Beauty Industry Leaders podcast, Kimberley’s podcast Beauty & The Business drops every week, giving strategies to run a successful service-based business whilst still being happy AF.

I want to empower women in the beauty industry to create an impact, build an empire, and leave their legacy! 

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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Industries are driven forward by those willing to take risks, to try something radical and different that sets them apart from the rest of the pack. These leaders understand that opportunities are created by hard work, not just found by luck, and challenges excite them! You can be a follower or a leader, and our guest this week is the epitome of the latter. Isabella Loneragan is an award-winning titan of the beauty industry, with almost two decades of experience across multiple countries and modalities (she’s Australia’s first ever Buccal and Sculptural Lifting therapist!). She’s one of the most sought-after skin and dermal therapists and has worked tirelessly to earn that reputation, working in some of the best dermatology and cosmaceutical clinics in the world and even creating and trademarking her signature Intrinsic Facial technique. Not only has she mastered many beauty skills, but she’s also drawn on previous corporate careers to become a powerhouse of business, starting her own Australian-made and formulated skincare range Ragan Skin. And her impressive resume doesn’t end there: she’s also Channel 7’s resident beauty expert, educating women across the country on how to treat their skin with the care and respect they deserve. Whilst she’s reached almost dizzying heights of success, Isabella has never forgotten where she started and generously shares her knowledge and expertise with other beauty entrepreneurs. And that’s exactly what she’s doing on this week’s episode! She covers everything you need to build a brand that will stand the test of time, from diversifying your beauty and business skills, to the value of strong personal client relationships, and the power of creating your very own products and techniques. Her confidence in her proven abilities also helps shape who she is as a person, and she shares how she grew from an inspired university student to a national TV fixture and influential public figure. 

Our resident beauty expert helps us get with the program: 
💆‍♀️ Starting small with low overheads equals sustainable growth
💆‍♀️ Filling gaps in the market whilst also solving your own business problems (it’s a win-win!)
💆‍♀️ You don’t always need the latest tech: never underestimate the power of manual treatments
💆‍♀️ Building a personal brand, including trademarking techniques and embracing career opportunities

I want to empower women in the beauty industry to create an impact, build an empire, and leave their legacy! 

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial