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Ask The Esthy

Contact Author Lori Crete
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Q. I am overworked and overwhelmed, please help me regroup.

A: What you are feeling is normal for service providers, especially after the post-holiday madness.

Skin care professionals operate in one of two modes: service or sacrifice. Service mode is giving to others in a generous way. In service mode, there is a lot of giving and receiving. It feels joyful to go out of your way for your family, friends and clients. However, if you neglect your needs serving others, it is very easy to slip into sacrifice mode.

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Sacrifice mode is a frustrating place, where you feel overwhelmed and overworked. Your to-do list never ends. When someone needs something, you just want to shut down. Being in this mode for too long causes burnout.

The first step to feeling centered, balanced and soulful again is to recognize what causes you to operate from sacrifice mode. Once you are aware of what caused you to feel the burnout, you must commit to the following:

1. Give yourself a 24-hour period to vent, be a victim, complain and be cranky.

2. Make a list of all the things that made you feel depleted.

3. At the end of the 24-hour period, move on and start to take care of yourself.

4. Create a remove-and-replace step. Remove one to three things that caused you stress and replace them with a few things that give you joy. The replacements must be viewed as something you deserve—no feelings of guilt allowed.

Q. Can I add how-to videos to my site without giving away info?

A: A video showing your skillset can position you as an expert, and experts who do videos are more likely to attract more clients, get more referrals and make more money.

As estheticians, we offer intimate services, such as bikini waxing and facial extractions. Allowing a potential client to see and hear you before she books could likely seal the deal.

I firmly believe adding video to your website is a genius marketing tool that will often work to solidify an investing decision. Showing a potential client (through video) that you are confident, professional and knowledgeable is a powerful and enticing way to earn new business.

Producing how-to videos for your website and social media platforms can and will boost your

brand awareness, bookings and profits IF the videos are created in a professional manner. Be sure to look your best, speak slowly and use words that a client will understand. Plus, own your expertise.

Your video should be short and to the point. Be willing to give the video a few takes or have a good editor to help you create a message that flows. Don’t worry about potential clients not booking an appointment with you because you have how-to videos on your website. Instead, encourage a booking by telling the potential client what to do next at the end of the video.

End your video with a call to action such as: “I would love the opportunity to earn your (facial, waxing, lash) business. Simply visit my website at www.xxx.xxx and click on the schedule now tab.”

Send your questions to editor@skininc.com, with the subject line “Ask the Esthy.”

Lori+Crete

Lori Crete is a licensed esthetician and the owner of Spa 10 in Encino, California. She is also the president and founder of the Esthetician Mentor, a business dedicated to helping beauty business owners around the world fill their appointment book, increase their profits and break through to the 6-figure mark. She is the creator of The Beauty Biz Show with Lori Crete and is on the editorial advisory board for Skin Inc. Magazine.

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