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Ever wondered what it takes to get your name and expertise featured in a major industry publication? In this enlightening conversation, Kitty Lin, the Managing Editor of Skin Inc magazine, pulls back the curtain on beauty publishing and shares exactly how estheticians can build their personal brands through media opportunities.

Kitty reveals her fascinating journey from marketing team member to editorial leadership, bringing a fresh perspective to one of esthetics' most respected publications. What stands out is her passion for transforming Skin Inc from a one-way content provider into "the living room hosting conversations" for industry professionals. This shift creates unprecedented opportunities for practitioners to share their knowledge and build their reputation.

The most valuable takeaway? You don't need to be a professional writer to be featured in a major publication. Kitty enthusiastically explains how interviews, casual conversations, and authentic storytelling often produce the most compelling content. "If you have a story, let's find a way to get it out there," she encourages, dismantling the barriers that have kept many talented estheticians from sharing their expertise more broadly.

The conversation takes a deeper turn as Kitty and Keri Jo discuss the challenging landscape facing today's estheticians – caught between increasing medical regulations on one side and unqualified social media influencers on the other. This candid discussion offers perspective on how professionals can navigate these pressures while maintaining their unique value proposition.

For anyone looking to elevate their career beyond daily treatments, this episode provides actionable steps for connecting with publications, pitching your ideas effectively, and overcoming the fears that hold many back from broader recognition. As Kitty so perfectly puts it, "Everything starts at hello" – a simple reminder that building connections is the foundation of any successful personal brand strategy.

To learn more about coaching please visit: https://www.karijopatterson.com

Want to do a live Business Breakthrough Audit on the podcast with me? Apply here - https://forms.gle/hMF2MYTUsUMyAW477

Book a Next Level Plan Call Free - https://stan.store/EstheLaunchAcademy/p/free-30-minute-consultation-

Connect with me on your fav social platform:

Instagram: https://www.instagram.com/kari.jo.patterson
Facebook: https://www.facebook.com/karijopattersonestheticiancoach
Threads: https://www.threads.net/@kari.jo.patterson

Links You May Want to Check out:

Join the Client Building for Estheticians group: https://www.facebook.com/groups/clientbuildingforestheticians
Check out Kari Jo’s courses here https://esthelaunchacademy.com

Send us a text

The aesthetics industry isn't all glamour and easy money – it's filled with financial challenges, unrealistic expectations, and competitive pressures that new estheticians rarely anticipate. Building real wealth requires developing multiple income streams beyond just providing services.

• The money isn't what you think – most estheticians only take home about 7% of their revenue
• Real financial freedom comes from developing assets outside your aesthetics services
• Social media creates unrealistic expectations with carefully selected before-and-after photos
• Not everyone should be a business owner – many would thrive more as employees with the right employer
• Find employers who invest in leadership training and employee development
• Industry competition is cutthroat, but collaboration is more valuable than going solo
• Building multiple income streams is essential for long-term financial success

If you're struggling with a business challenge and want free coaching, text me through the link in the show notes, DM me on Instagram @kerryjopatterson, or email me to be featured on an upcoming episode.

To learn more about coaching please visit: https://www.karijopatterson.com

Want to do a live Business Breakthrough Audit on the podcast with me? Apply here - https://forms.gle/hMF2MYTUsUMyAW477

Book a Next Level Plan Call Free - https://stan.store/EstheLaunchAcademy/p/free-30-minute-consultation-

Connect with me on your fav social platform:

Instagram: https://www.instagram.com/kari.jo.patterson
Facebook: https://www.facebook.com/karijopattersonestheticiancoach
Threads: https://www.threads.net/@kari.jo.patterson

Links You May Want to Check out:

Join the Client Building for Estheticians group: https://www.facebook.com/groups/clientbuildingforestheticians
Check out Kari Jo’s courses here https://esthelaunchacademy.com

Send us a text

Remember when Instagram was the golden ticket to building an esthetician business? Those days are gone. The digital landscape has shifted dramatically, and what worked a decade ago is now drowning in a sea of oversaturation.

Did you know the average person scrolls past 95% of social content without truly engaging? Or that businesses are posting eight times more content than just three years ago? As someone who built and sold a successful esthetics practice, then struggled to replicate that Instagram success with my coaching business, I've learned some hard truths about marketing in today's environment.

The breakthrough came when I switched from pouring endless hours into Instagram to launching a podcast. Almost immediately, client bookings increased while my social media efforts decreased. Why? Because people don't book services based on pretty feeds—they book based on trust and relatability.

If I were starting my esthetician journey today, I'd focus on three key strategies: First, create a community-focused podcast addressing my ideal clients' specific challenges, subtly promoting my services. Second, reimagine social media with content that provides genuine value and humor, not just service highlights. And third, aggressively build Google reviews, knowing that 79% of consumers trust online reviews as much as personal recommendations.

This episode weaves these business insights with my hilarious adventures driving a Tesla cross-country (including why self-driving cars don't see turtles!), exploring how technology changes our expectations and capabilities. Want to discuss how these strategies might work for your specific situation? Message me through the link in the show notes to schedule a one-on-one coaching call where we can create a personalized growth plan.

To learn more about coaching please visit: https://www.karijopatterson.com

Want to do a live Business Breakthrough Audit on the podcast with me? Apply here - https://forms.gle/hMF2MYTUsUMyAW477

Book a Next Level Plan Call Free - https://stan.store/EstheLaunchAcademy/p/free-30-minute-consultation-

Connect with me on your fav social platform:

Instagram: https://www.instagram.com/kari.jo.patterson
Facebook: https://www.facebook.com/karijopattersonestheticiancoach
Threads: https://www.threads.net/@kari.jo.patterson

Links You May Want to Check out:

Join the Client Building for Estheticians group: https://www.facebook.com/groups/clientbuildingforestheticians
Check out Kari Jo’s courses here https://esthelaunchacademy.com

Send us a text

Retail expert Susanna Dellinger shares powerful strategies for estheticians to build community and boost product sales through authentic storytelling and meaningful client connections.

• Susanna Dellinger, CEO of Bright Beauty Collective, brings 24+ years of retail beauty expertise 
• The secret to selling retail is storytelling – connecting product stories with client needs
• Know your client community deeply before selecting products for your shelves
• Create pop-up events outside your studio where your ideal clients already gather
• Host VIP nights and social shopping experiences to make retail fun and engaging
• Learn and share your product's unique story to create emotional connections
• Never contact clients only when selling – build relationships through multiple touchpoints
• Consider joining Fieldly, Susanna's new platform connecting beauty freelancers with brands
• Transform customers into community by focusing on genuine relationships
• Follow your unique vision and treat everyone with kindness to build lasting prosperity

To learn more about coaching please visit: https://www.karijopatterson.com

Want to do a live Business Breakthrough Audit on the podcast with me? Apply here - https://forms.gle/hMF2MYTUsUMyAW477

Book a Next Level Plan Call Free - https://stan.store/EstheLaunchAcademy/p/free-30-minute-consultation-

Connect with me on your fav social platform:

Instagram: https://www.instagram.com/kari.jo.patterson
Facebook: https://www.facebook.com/karijopattersonestheticiancoach
Threads: https://www.threads.net/@kari.jo.patterson

Links You May Want to Check out:

Join the Client Building for Estheticians group: https://www.facebook.com/groups/clientbuildingforestheticians
Check out Kari Jo’s courses here https://esthelaunchacademy.com

Send us a text

Are you constantly saying "I'm too busy" but not seeing the results you want in your aesthetic business? This powerful mindset shift could be the game-changer you need.

The busy trap keeps many estheticians stuck in survival mode, wearing every hat from service provider to social media manager to bookkeeper while still balancing family responsibilities. This constant state of overwhelm creates an illusion of productivity while actually preventing strategic growth. As Keri Jo reveals through her coaching experience, claiming we're "too busy" often masks deeper issues: avoiding difficult decisions, focusing on low-value tasks that don't drive profitability, or struggling to trust others with any aspect of our business.

Drawing wisdom from "The Ruthless Elimination of Hurry," Kari Jo highlights the paradox of our modern world - despite countless time-saving inventions designed to give us more time, we feel busier than ever. The solution lies in a powerful technique used by virtually every successful CEO: time blocking. The Monday Hour One method transforms your relationship with time through a comprehensive mind sweep, strategic scheduling, and the discipline to follow through. When you write down every task, prioritize based on profitability, schedule each item with a specific timeframe, and commit to that schedule, you'll be amazed at how much you can accomplish.

The most significant challenge isn't creating your schedule but sticking to it when resistance inevitably strikes. Understanding that resistance is your signal to begin, not quit, is transformative. By honoring your commitments to yourself for just one week, you'll experience a confidence boost that ripples through every aspect of your business. Ready to break free from the busy cycle? Schedule a free 30-minute coaching call to identify what's truly holding you back and get strategic guidance to finally move forward.

To learn more about coaching please visit: https://www.karijopatterson.com

Want to do a live Business Breakthrough Audit on the podcast with me? Apply here - https://forms.gle/hMF2MYTUsUMyAW477

Book a Next Level Plan Call Free - https://stan.store/EstheLaunchAcademy/p/free-30-minute-consultation-

Connect with me on your fav social platform:

Instagram: https://www.instagram.com/kari.jo.patterson
Facebook: https://www.facebook.com/karijopattersonestheticiancoach
Threads: https://www.threads.net/@kari.jo.patterson

Links You May Want to Check out:

Join the Client Building for Estheticians group: https://www.facebook.com/groups/clientbuildingforestheticians
Check out Kari Jo’s courses here https://esthelaunchacademy.com

Send us a text

Ever wonder why your model treatments aren't filling your appointment book? It might be because you're focusing on the wrong return. While most estheticians chase fleeting Instagram mentions that vanish in 24 hours, the real gold lies in Google reviews—your permanent, trust-building, client-converting asset that works tirelessly while you sleep.

Google reviews serve as your 24/7 marketing billboard. When your dream clients—those skincare-loving women in their 30s and 40s with disposable income—hear about your services, they don't immediately book. Instead, they Google you first, scanning your stars and reading what others have to say. Research shows 93% of consumers read online reviews before making decisions, and 48% trust them as much as personal recommendations from friends or family. That's powerful social proof that can't be matched by social media exposure.

Beyond building credibility, these reviews significantly boost your SEO. Google determines local search rankings based on relevance, distance, and prominence—and reviews directly influence your prominence. A business with 100 thoughtful reviews will consistently outrank competitors with only 10, even if offering identical services. Each new review pushes your business higher in search results, increasing visibility and bringing more clients through your door.

Don't fall into the trap of thinking you're "losing money" by offering free model treatments. When exchanged for a quality Google review, that single session could generate thousands in revenue over time through new clients who discover and trust you based on that review. It's not just about collecting stars—it's about building a narrative that sells your services even when you're not actively marketing. Start requiring Google reviews from your models, make the process simple, and watch as your business grows through the compounding effect of client trust and search visibility. Remember, you don't need 10,000 Instagram likes—you need 10 raving Google reviews that actually convert to paying clients.

To learn more about coaching please visit: https://www.karijopatterson.com

Want to do a live Business Breakthrough Audit on the podcast with me? Apply here - https://forms.gle/hMF2MYTUsUMyAW477

Book a Next Level Plan Call Free - https://stan.store/EstheLaunchAcademy/p/free-30-minute-consultation-

Connect with me on your fav social platform:

Instagram: https://www.instagram.com/kari.jo.patterson
Facebook: https://www.facebook.com/karijopattersonestheticiancoach
Threads: https://www.threads.net/@kari.jo.patterson

Links You May Want to Check out:

Join the Client Building for Estheticians group: https://www.facebook.com/groups/clientbuildingforestheticians
Check out Kari Jo’s courses here https://esthelaunchacademy.com

Send us a text

What happens when you embrace your true self in business? Ani Owens' remarkable journey from 4,000 to 40,000 Instagram followers in just a few years provides a masterclass in authentic branding and social media growth.

Forget what you've heard about Instagram's algorithm working against you. Ani pulls back the curtain on what actually drives social media success: consistency, authenticity, and embracing what makes you unique. Setting up multiple tripods while working with clients, she's built a content library that ensures she never misses posting - for hundreds of days straight. The key revelation? The algorithm doesn't keep your information forever. After 30 days of inactivity, you're essentially starting over, which is why consistency (even if not daily) matters tremendously.

But the real magic happened when Ani stopped trying to fit the perfect professional mold. "I became like 'I'm Ani, I'm a human being who happens to have these businesses,'" she explains. By sharing both wins and losses, good days and struggles, she created genuine connections that fueled her growth. This philosophy extends to her Gothic-inspired branding - from her hairline "Mourning Hair" (complete with coffin packaging) to her cemetery photoshoots. Rather than trying to appeal to everyone, Ani focused on what made her happy, creating a brand that deeply resonates with her ideal audience.

For beauty professionals struggling with social media, Ani created Content Coven, a membership providing industry-specific content calendars, captions, and strategies. Her approach cuts through generic advice, offering practical solutions tailored specifically for beauty professionals. The philosophy behind everything she creates is clear: authentic branding isn't about appealing to everyone - it's about being so true to yourself that you naturally attract your perfect audience.

Ready to transform your approach to branding and social media? Connect with Ani on Instagram at @anianne.owens. She welcomes DMs and is committed to helping beauty professionals succeed, regardless of budget constraints. Your authentic brand story is waiting to be told.

To learn more about coaching please visit: https://www.karijopatterson.com

Want to do a live Business Breakthrough Audit on the podcast with me? Apply here - https://forms.gle/hMF2MYTUsUMyAW477

Book a Next Level Plan Call Free - https://stan.store/EstheLaunchAcademy/p/free-30-minute-consultation-

Connect with me on your fav social platform:

Instagram: https://www.instagram.com/kari.jo.patterson
Facebook: https://www.facebook.com/karijopattersonestheticiancoach
Threads: https://www.threads.net/@kari.jo.patterson

Links You May Want to Check out:

Join the Client Building for Estheticians group: https://www.facebook.com/groups/clientbuildingforestheticians
Check out Kari Jo’s courses here https://esthelaunchacademy.com

Send us a text

Krystal, owner of Knockout Beauty Bar, shares her journey from a solo aesthetician to a successful business owner with employees and systems. She discusses the challenges of scaling her business while maintaining the quality and customer service that made her business thrive.

• Building a successful solo practice by genuinely caring about clients and keeping detailed notes about their lives
• Avoiding using your own name for your business to make it easier to scale with other providers
• Investing in coaching to navigate the hiring process and overcome fear of making mistakes
• Creating comprehensive training protocols and systems for new employees
• Working through the challenges of payroll and administrative tasks
• Implementing effective hiring practices including the "hire slow, fire fast" approach
• Using a multi-step interview process: phone interview, in-person meeting, and working interview
• Helping employees build their clientele through social media marketing and referral cards
• Letting go of control as the biggest challenge in transitioning from technician to business owner
• Utilizing virtual reception services to improve work-life balance

Reach out to Krystal on Instagram at @knockout_beauty_bar if you're thinking about hiring or growing your aesthetics business. She's happy to share her experiences and answer questions about the journey from solo provider to business owner.

To learn more about coaching please visit: https://www.karijopatterson.com

Want to do a live Business Breakthrough Audit on the podcast with me? Apply here - https://forms.gle/hMF2MYTUsUMyAW477

Book a Next Level Plan Call Free - https://stan.store/EstheLaunchAcademy/p/free-30-minute-consultation-

Connect with me on your fav social platform:

Instagram: https://www.instagram.com/kari.jo.patterson
Facebook: https://www.facebook.com/karijopattersonestheticiancoach
Threads: https://www.threads.net/@kari.jo.patterson

Links You May Want to Check out:

Join the Client Building for Estheticians group: https://www.facebook.com/groups/clientbuildingforestheticians
Check out Kari Jo’s courses here https://esthelaunchacademy.com

Send us a text

Kari Jo and guest Emily Reuschel untangle the chaos of hustle culture, helping estheticians who feel heavy in their business step into true leadership roles with systems over stress and freedom over frenzy.

• Emily shares her journey from elementary teacher to coach, facilitator, and speaker helping women build intentional lives that feel good
• Many successful women have "checked all the boxes" but still feel burnout and frustration despite outward success
• The most successful women spend 80% of time on themselves, 20% on their business - completely contrary to hustle culture
• Money is an amplifier, not a solution - people making $100k+ monthly can still live in scarcity mentality
• The struggle to delegate stems from perfectionism and resistance to receiving help
• Ask why asking for help feels uncomfortable and challenge old stories that no longer serve you
• Try the "Wouldn't it be cool if..." exercise for 10 minutes to identify gaps between current reality and deeper desires
• Overcome fear of rejection by recognizing that those who live without regret take brave steps others didn't understand
• Small consistent changes drastically transform your life over time - "we overestimate what we can do in a week and underestimate what we can do in a year"

Follow Emily on Instagram @EmilyReuschel and check out her podcast The Wild and Waking podcast for more insights on building a business that feels as good as it looks.

To learn more about coaching please visit: https://www.karijopatterson.com

Want to do a live Business Breakthrough Audit on the podcast with me? Apply here - https://forms.gle/hMF2MYTUsUMyAW477

Book a Next Level Plan Call Free - https://stan.store/EstheLaunchAcademy/p/free-30-minute-consultation-

Connect with me on your fav social platform:

Instagram: https://www.instagram.com/kari.jo.patterson
Facebook: https://www.facebook.com/karijopattersonestheticiancoach
Threads: https://www.threads.net/@kari.jo.patterson

Links You May Want to Check out:

Join the Client Building for Estheticians group: https://www.facebook.com/groups/clientbuildingforestheticians
Check out Kari Jo’s courses here https://esthelaunchacademy.com

Send us a text

Hiring the wrong person doesn't just hurt your bank account—it steals your peace of mind. After guiding countless estheticians through the hiring process, I've discovered that most well-meaning spa owners are making critical mistakes that cost them an average of $14,000 per bad hire.

Think about that number for a moment. At 30% of the average esthetician's annual salary, bad hires create a financial black hole that many small businesses can't recover from—especially when you realize you won't see a return on any employee investment for at least six months. The traditional "submit resume, interview, skills test" approach simply doesn't cut it anymore.

Your hiring journey must begin long before you post that job listing. It starts with crafting a mission statement specifically for your team—not your clients. This internal mission should function like a memorable slogan that every employee can repeat and embody. From there, develop a job description that doesn't just list duties but tells your company's story, highlights what makes working with you unique, and clearly prioritizes responsibilities from most to least important.

Understanding working styles is perhaps the most overlooked aspect of successful hiring. I've found tremendous value in identifying my own strengths and weaknesses using the Five Working Geniuses assessment. This allows me to hire people who excel precisely where I struggle. Remember when I hired my first receptionist because I couldn't say no to clients? Or my second esthetician because I disliked permanent makeup? These strategic hires complemented my weaknesses rather than duplicating my strengths.

Don't underestimate the power of a thoughtful application process. I've completely abandoned resume reviews in favor of detailed questionnaires that reveal a candidate's communication style, attention to detail, and alignment with my values. The length and care of their responses tells me more about their work ethic than any resume ever could.

Ready to transform your hiring process from guesswork to strategy? Stop hiring like a desperate entrepreneur and start hiring like the CEO your business deserves. Check out my comprehensive course "How to Hire Like a Boss" where I walk you through each step of creating a hiring system that consistently brings the right people into your business.

To learn more about coaching please visit: https://www.karijopatterson.com

Want to do a live Business Breakthrough Audit on the podcast with me? Apply here - https://forms.gle/hMF2MYTUsUMyAW477

Book a Next Level Plan Call Free - https://stan.store/EstheLaunchAcademy/p/free-30-minute-consultation-

Connect with me on your fav social platform:

Instagram: https://www.instagram.com/kari.jo.patterson
Facebook: https://www.facebook.com/karijopattersonestheticiancoach
Threads: https://www.threads.net/@kari.jo.patterson

Links You May Want to Check out:

Join the Client Building for Estheticians group: https://www.facebook.com/groups/clientbuildingforestheticians
Check out Kari Jo’s courses here https://esthelaunchacademy.com