BEAUTYTAINMENT PODCAST

Are You Waisting Time & Money On Ads

Claudia Aceves Season 1 Episode 3

In this episode we talk about how social media ads are an essential tool to scale your business and attract clientele for the beauty industry. 
  We would have never been able to get this far without ads on social media. 
it's a learning curve and not everything is going to work every time. 

Follow and subscribe to our podcast
you can also follow us at
https://www.instagram.com/vanidosabeauty/
https://www.instagram.com/leeboy_savage/

Episode 3 Final Cut

Claudia: [00:00:00] Hey, everybody, welcome back to beauty tainment podcast, episode three with your host, Claudia and  

Roundy: roundy. Oh yeah, brother. Oh  

Claudia: yeah, brother. Oh yeah. So, um, if you happen to have heard our last episode, I would say it wasn't the greatest.  

Roundy: Let's just say somebody woke up. Choosing war that morning.  

It  

Claudia: was me. 

Yeah, it was it was me. I chose  

Roundy: war. Somebody woke up on the spicy  

Claudia: side of the bed It was super spicy. It was almost  

Roundy: it was almost a solo podcast  

Claudia: Me or you? I think  

Roundy: we did. Okay, I almost almost Randy fucking savage June body slammed you before we came  

Claudia: on here Yeah, so that is not kinky you guys it's uh, it's quite violent Anyway, so yeah, so We're okay [00:01:00] now. 

We're both we both made it. We're alive.  

Roundy: It's been a rough morning for me though. Yeah, to be honest, man I was uh going over stuff on my computer and I was mixing a drink spilled the water all over my fucking my all on my computer my hard drives and It was a rough  

Claudia: start. I feel like when you, when you have your clumsy days, I just have to stay away from you. 

Oh man, the clumsy days are the worst though. I was like, mmm, I'm just gonna be in my room. Yeah, yeah, just stay in your room with me. Cause then you get spicy. Yeah. Like it's okay for me to get spicy cause I'm a spicy Latina. Oh, you're always  

Roundy: spicy. Yeah. You're like born spicy. Yeah, I  

Claudia: think so. I think so. 

It's what attracted you to me. Yeah, it was my spice level. It was all the spice.  

Roundy: Yeah. Yeah, so I was like, that looks like it tastes good, but then A little too, a little  

Claudia: hot sometimes. You're like, all the spice, where's everything nice? But here we are. We have endured.  

Roundy: Yeah, we're, we're, we're back and it's a good day. 

And we got a little one that's sick with us. So if you hear coughing or see a little head pop up, it's our little, uh And  

Claudia: if you're a business owner and you have kids and stuff, you know what it's like, [00:02:00] um, fortunately though, because we work for ourselves, we can take our children, even if we don't want to, we can take them wherever we want and everything. 

It's like this weekend, right? So this weekend we're going to McAllen. Oh yeah, McAllen. Yeah. So I'm teaching out there and our junior artist, who is an expert at laminations, she's teaching out there also. And it's kind of cool because we get to take like a mini vacation and it's a write off.  

Roundy: Yeah, it's gonna be, it's gonna be fun. 

Yeah. We've, we've never been to McAllen, so it's gonna be our first time down in that area. We'll see what it is. Have we been to McAllen? Nah, we've never been down there. No? We've been to South Padre Island, but not  

Claudia: McAllen. Oh, okay. Okay, and did we drive through it, maybe? Nah, it's like, it's, it's up from here. 

See, I have no idea. So, if you know me, you know that I don't even know how to get home from here, and we've been here a few times. I'm,  

Roundy: I'm actually curious about eating the food down there. Everybody says the food in the valley is  

Claudia: really good. I feel like it is. I feel like everybody says it's more Mexican, less Tex Mex. 

I don't know, we're gonna find out. We went to Corpus, right? And that was good. The mariscos in Corpus were pretty good. Yes,  

Roundy: man, that's my shit right there. Well, we'll see if we find some good mariscos over there this weekend.  

Claudia: Yeah, so it's been, we, it's been hectic. [00:03:00] So, maybe with that kerfuffle that you had this morning. 

It, it's, you know, it's because you have a lot of things going on. You have to get us ready. Yeah. Um, ready for a class. You know, two classes, there's a lot going on. Yeah, let's just say there's a lot  

Roundy: going on. On top of dealing with a spicy Latina.  

Claudia: That, I feel like that's the fun part. Straight spicy Jaina. I feel like that's a, that's a fun part for you though. 

Like, you have all these things going on and you're like, ah, you know what, I have a spicy Latina.  

Roundy: I want a taco with a little salsa, but you come put too much heat on that fucking taco for me.  

Claudia: Um, anyway. So, today we're going to talk about ads. Oh, ads. Yeah. Yeah. Yeah. So getting back to the subject that we wanted to talk about. 

So, um, I actually, so when we were in California, I never ran ads, right?  

Roundy: A little bit, but not like, not like we do  

Claudia: now. Not like really, I feel like I didn't see, I didn't see, not the importance of it, but I didn't really, nobody in our industry did it really. You know what I mean? So it wasn't like a thing. 

And I think back then [00:04:00] our industry was just going growing like the permanent makeup industry. Yeah, so nobody really took it seriously or made it part of their business,  

Roundy: you know? To be honest, you have so much word of mouth, uh, clientele that you really didn't need to run ads. Yeah, yeah, for sure. But also I think, um, had you been running ads in, I think the social media following would be like A hundred times than what it is now,  

Claudia: you know? 

Yeah. Yeah. I've just, you know, like me, like I've never been, and I know it's social proof, but I've never been one to chase likes or chase followers or do any of that shit or trying to go viral or you know what I mean? But I know, I understand that that number is social proof in a sense. Yeah. And so like, had we done ads, I'm sure things would have been a little different. 

Roundy: Yeah. You know? We're also in a different time now. Now social media is taking over. At that time, social media was just kind of. Getting started and, you know, people were, you didn't have everybody doing dances and shit on there, you know?  

Claudia: Yeah, but I feel like, like now in [00:05:00] our industry, a lot of the people still don't see that they have to do  

Roundy: ads. 

Nah, you know, you know what? There's a funny story. So, um, there's a taco truck that we like going to. You know which one I'm talking about. Right on the corner. Like our kids go to, uh, Jiu Jitsu so Friday nights. Oh, the little red one. Yeah, they get off late and we don't want to go home and cook and it's right there and they got bomb ass food. 

To be honest, the food is really good. It's really good. But it's never really packed and the people are so nice and I was talking to him one day and I was like, Oh, yeah, the social media stuff and I asked him like, oh, do you do ads? And what and he told me, uh, we say I said I tried it once I did five dollars But I didn't get like I didn't get nothing out of it I wanted to shake him like bro five dollars. 

Yeah, and that one time is it takes consistency. You got to keep going  

Claudia: Well in it's it's like the right people would see it at the right time, but you gotta keep Doing it, you know, it's not like one and done. And so one of the things you and I talk about all the time, it's like, okay, yeah, you're, you're, maybe you, you ran an ad, but you still have to build those relationships. 

[00:06:00] Like, just because they follow you doesn't mean like, oh my God, this is a person for the best person on the face of the planet. Let me go and go get a service from them. Yeah.  

Roundy: And when they see that, when they see your ad, they're going to go check out your profile. What's on your profile? Like what invites them in? 

Yeah. Well, it makes them feel like they know you. And then, um, not only that, it's a longterm strategy. It's not short term. You don't put. You don't throw it out there and all of a sudden expect like everybody to rush in, it's not that case where you build it and they come, that's not how it works, it's long term. 

Claudia: Yeah, and I feel like especially in our industry, and I know I keep saying this, but it's just, I'm like so in tuned with what my industry is looking at, and doing, and I feel like in our industry, It's not like, unless you're this big corporate salon or big, huge business, none of us do it. Like all the small businesses, like small businesses, and you know what I always tell people, like when I'm, when people ask for my advice, it's like treat your small business like a big business. 

No,  

Roundy: you have to, you, you have to, and you have to invest in your product. Like nobody else is going to invest in your product if you don't, and if you're not willing to put money in [00:07:00] front of your product, there's nothing going to come out of it. You got to invest in it, push it, and it takes money. You know, you know, that saying, it takes money to make money. 

They're not lying. Yeah. I think a lot of people, they build something, they're like, Oh, I built this, everybody's gonna come. Oh, I have so many friends and family, but friends and family are the last ones to walk through your fucking  

Claudia: door. That's true. And I feel like even, even just to put a number on it, um, is weird for people. 

You know what I mean? Like, they'll say like, Oh, I spent like 50 or 100. And like, big businesses Don't operate that way big businesses have a marketing budget specifically for ads. Yeah, you know what I mean? So we were listening just to um, Alex Hormozy. Yeah And so he was saying how many leads he got from his ads and I think it was like a hundred and twenty thousand or Something like  

Roundy: that was more that was just on one platform. 

Yeah,  

Claudia: I couldn't remember it was like it was a ton of people Yeah, and so like we understand that you know, yeah like leads Just means people are interested. Yeah. Okay. So, so you put out an ad, right? And [00:08:00] they go to your profile and they're like, oh, okay. She does, you know, a good job. Let me give her a follow. 

But now, after that, you still have to harvest a relationship. And you have to build a relationship with the people.  

Roundy: Well, that's what I'm talking about. Which, what kind of content do you have on your page? Because as soon as they see the ad, they're not going to just go buy it. They're going to go look at your content. 

And they want to see who you are, what you're about. And if it's just pictures of your work, and they don't even know what you look like. You're not educating them. There's nothing like drawing them in. They're just gonna turn away and forget that they even saw that. Yeah,  

Claudia: and there's so many of us in any field of our industry. 

There's a ton of salons, a ton of hairdressers, aestheticians, permanent makeup artists. Like, how are you standing out, you know? Yeah, yeah. I was talking to a gal who I did a social media audit for. So I looked at her social media and I was trying to help. Um, she, she, she wanted, she needed my help. So, you know, I talked to her. 

And so. One of the things that I said was, okay, so how are you building your own clientele? Her issue was that she went from Making about [00:09:00] seven grand is what she said To about making half of that in a month, right? Yeah, and so I'm like, okay. Well, so what are you doing? She's like, well, I had to get a part time job, you know, and it's like, oh my god That's the time when you push and you push on ads  

Roundy: Yeah, cuz you know, you're taking away a full time thing that you're doing they're making a part time and you're not gonna get a full time Um, uh, what's the word I'm looking for? 

Return. Return. Yeah. You don't get a full time return. Like your ROI. Yeah, yeah, yeah. That, we've been in that situation. We've been there before where it's like, fuck, man. Is this, is this the right decision? Are we gonna make it? And we just like, put our head down and like, fuck it, let's go. And, uh, you just push harder at that time, you know? 

And you know that's  

Claudia: really hard for me. Yeah. It's really hard for me to spend money when I don't see, you know, during our slow season. But it's like, you know, and we talked about this, how our slow season is everybody else's slow season. So. There's less people putting out ads, so that's a perfect time to increase your ads. 

That's  

Roundy: the best time, because when everybody's pulling back, you should be hitting the gas and going forward. Yeah. Because [00:10:00] when it is slow in these seasons, they get less clientele and everything, and they start pulling back. But you got to remember, the ads you put out today, those clients are watching. 

They're watching. They might not come in during the holidays or the slow time, but as soon as stuff starts picking back up, they're going to remember you and they're going to come in. It's long term. It's  

Claudia: a relationship building. Yeah,  

Roundy: it's all it's it's and then and then say they do reach out to you and ask for information. 

Like, how's your customer service? How are you responding to them? Are you giving them information? Are because a lot of lot of if you just answer 11 response like Um, I'm trying to think, you know, when they reach out and they ask for information,  

Claudia: Oh, okay. When they're like info. Yeah.  

Roundy: And if you just reply with the info and there's nothing in there to foster a relationship, then you're not doing your, you're dropping the ball. 

You gotta, you gotta bring them in, make them feel comfortable and like, give them information on top of like selling the dream they're reaching out to you because they want something. So you gotta, you gotta, you gotta have them envision what they want. [00:11:00] And I  

Claudia: think, um, just for me, I know that when, um, you know, I take advanced courses, and I know that when I take advanced courses, like, I'll go, I'll follow them first, right? 

So on social media. I usually don't check websites. Websites, I'm just not one of those persons. I go off of social media. And so what I'll do is I'll go and check their social media, and I feel like I can, if I can connect, then I'll follow them. Okay, but then I got to see what they're about. I got to see if they are, um, up to par with from somebody I want to work with or learn from. 

I want to see if they, if I can learn from them, if they're using the ink that I like. There's, there's a lot of stuff that goes into it. So I think there was a gal who I took a class from. And so I had followed her, I think maybe for a year, year and a half, and I had reached out to her, to her a year before, she had an assistant, she sent me all her information, um, it was just a, you know, she was fostering a relationship. 

And so when I was ready, I ended up taking the class like a year and a half  

Roundy: [00:12:00] later. Yeah. Well, how many clients do we get that? Asks us questions multiple times. Yeah. We've been dealing with some client for, like, this happens quite often for years. And they ask the same questions, and they keep coming back, and we keep giving the information, keep, you know, telling them. 

We don't, we're not pushy about it. Right. Just give them the information, let them know everything's okay. And then a year later, they end up coming in. And  

Claudia: you know, for me, I feel like that's also, like, you'll, we'll also get the right people coming in. Yeah. Because, you know, I mean, any, anybody that's talked to me, like, I'll tell you, like, I don't want the wrong energy in my studio, because then it ruins my fucking day. 

Yeah, yeah, for sure. As he said earlier, I'm a little spicy. Yeah,  

Roundy: when she gets spicy, I have to deal with this. So if you got bad energy, don't, don't, don't come in because I got to deal with this  

Claudia: shit. But it's true, you know, you're not for everybody. We have like a niche clientele that does, you know, it's a certain type of clientele. 

So I feel like, um, we build a relationship on both sides. Yeah. So I, I want to, I want to work with you, but [00:13:00] only if we can work together to create something, if it's a one sided relationship, that's just not going to work. Well,  

Roundy: speaking about that, like business, if you have a business, your business is not about you. 

It's about your clientele. Yes. Oh my God. Your business is about your clientele, not yourself. If you're just worried about yourself or what you like, or it then like. You probably shouldn't be in business 'cause you're in the service industry and it's for other  

Claudia: people. Yeah. I mean, and, and you know, I have some like qualms with that because I wanna have, I, I wanna have things my way, but at the same time, like, I know I wanna, I, I wanna be of service. 

Yeah. And when you wanna be a service, you automatically are saying it's not, everything's not about me. Yeah. Yeah. So then you have to, it's like you, you always tell me that you have to change. Your mindset about that perspective. It's all about perspective. Yeah. Oh, another thing that I was telling you, like when I was, um, on that, um, business audit call and the coaching call, so she mentioned, you know, so I asked her like, so how are you getting your clients and stuff? 

And like, how would, after she told me that, so I said, how are you getting your clients? Or how did you, how did you, how did you get to that point where you were making that amount of money? [00:14:00] And so she says, um, oh, you know, it's, it's from word of mouth and I know word of the mouth is important, but It's so fucking slow, like who has time for that? 

I'm not a patient person, I'm not gonna wait like six years till your aunt decides to come in because she's been, like no, no there's people out there that are ready and you, they just have to find you, that's it, you know, and so that word of mouth thing I feel like is It, it's still important. Yeah. Yeah. 

And you still gotta harvest those relationships and it's important that you do get referrals, but you gotta think past that. Yeah, for sure. And I feel like the ads do that. The ads  

Roundy: are, the ads are a big component of it. Mm-Hmm. , you gotta think outside the box too. It's not just ads. You could put out an ad, but what does that ad look like? 

Mm-Hmm. . What is it telling them? What is it getting across to your clients, uh, your potential clients? There's more. You got to put out something good and then make an ad, but you got to remember you put out today at an ad out today, you might not see the return for three, six [00:15:00] months. Yeah, because you like, I don't know how often I have to say this, but it's a long term  

Claudia: strategy. 

And like who's to say that the very first ad that you do, you got it right. No, no, no. You know, so I am out of, um, the mindset now where I think, okay, well, how, how come it didn't work? No, no, no. It's not that the, it didn't work. I didn't work. There's something that I somewhere floundered and there's a, a hole in between my client and me. 

Like I got to fill in that hole. What did I do wrong? What could I change potentially in the next one? In terms  

Roundy: of ads. Well, you gotta, you gotta mess around with it. You gotta see what works. Right. And then when something works, it'll work for a little bit and then it's going to change and you're going to have to change it up because what's working today isn't going  

Claudia: to work tomorrow. 

Yeah, and especially in our industry. Yeah, it's always changing. You know, it's always changing. So, when every, you remember those, you remember those really bright colored like collages people were doing? Yeah. Like, what was it? Like five years ago?  

Roundy: I think it was, I don't even think it was  

Claudia: that far back. Ah, maybe four years. 

But it was like, everybody [00:16:00] had this, a bunch of colors and not, people weren't really branding, but it was like, it was a bunch of colors, a bunch of stuff going on and at that time that worked. Yeah. And so, I feel now, and you'll have to give me your take on it, but I feel like now, we're We're kind of moving away from that and things are looking cleaner. 

There's less color, there's more definition in branding. There's like the logos are getting, um, less crazy. You know what I'm saying? I used to be fucking like all over the place. It's getting  

Roundy: a little cleaner and tighter. Another thing I see that, you know, it was working a year ago, six months ago. Was everybody doing the little spoof, uh, voiceovers? 

Yeah. I think we're, I think, everybody's still doing it now, but I think it's kind of like, um, people are getting tired of seeing it, you know what I mean? Yeah. I think people want to see more your, your, your, your real personality and what you really have to say.  

Claudia: And to that point, um, another gal that I, I was coaching this week, I had, um, a few coaching calls this week, but another gal that was helping, um, You know, we, we both went over her profile because we were helping her with the social [00:17:00] media audit. 

And so when we went over her profile, you can tell she had like a great, uh, personality. She put herself out there, you know, with a lot of stuff going on on her logo. And so she had a, you could tell she had a great personality. She wasn't afraid to put herself out there and stuff. But It was all those voiceovers and it was like, I don't get to see your personality in this and that's a way of creating an ad for free. 

Yeah. And so now I like, I don't know who you are. Yeah. You know what I mean? Well, you  

Roundy: could, her personality kind of shined through and like her, the way she did the voiceovers and everything, it was good. But still, I still want to know who you are and what you have to say for yourself, you know? Yeah. When I go to a profile, I want to see that. 

Um, that stuff's good. You got to sprinkle it in here and there, but like the voiceovers and the dancing and all the little, you know, um, I don't even know what to call them, but whatever it is, but they should, you should do it because they're fun. If they're funny and fun, sprinkle them in, but it can't be every single thing. 

That's all you have.  

Claudia: Yeah. And I feel like that's, that's a form of an ad as well. It is. I guess, I guess everything on your social media is an ad. Yeah. [00:18:00] But I think, uh, so when we did our taxes for 2022. Yeah. Yeah. 2022. Um, I think in 2022 we spent about 40 grand  

Roundy: it was, it wasn't the 40, 000  

Claudia: range. Yeah. So it's 40, 000. 

And I don't even remember what we spent the year before. So, but anyway, so when we first got here, we did a bunch of ads. And as you know, we're just entering our third year. Yeah. So our first year we did a bunch of ads and I think within, I want to say seven months, we hit our first a hundred K yeah, that we were in revenue and in revenue from just, uh, just a San Antonio clientele,  

Roundy: just in San Antonio. 

Yeah. And then, um, the 40, 000, I, you know, we got to get better on the numbers and see what the actual return was, but I know we, we, the 40, 000 we invested was a good investment because we got everything back and this year. To be honest, I would rather, I want to be at a hundred thousand spending in ads. 

Claudia: That's the goal. Yeah. Well, let's see. So the thing is like we have skilled, right? So if we spend [00:19:00] 40, 000 and I'm teaching a practitioner and a technician, well now we have, we have teammates now. We have teammates now. So now it's four of us. Yeah, and four of us are service providers. So it's like, yeah, we got a We got to increase it. 

And I know a hundred thousand sounds like a lot, which it's a lot of money, um, to, but we, we definitely, we probably should be there in 2024. Yeah, I  

Roundy: think we'll be there for sure. Yeah. But even just because you have ads going, what you got to bring value to the table behind that ad, there has to be value that you're bringing to people. 

It's not about you. It's about what kind of value you're bringing to them and how you're improving their  

Claudia: life. Yeah, because I think an ad does really well for the interest level, right? So like they see the ad and you're creating interest. It's just a  

Roundy: funnel. The ad is a funnel to get them to your page and at your page you have to deliver. 

Yeah, like all around value, education, entertainment, inspiration, and they have to connect with you. And if you just have pictures of your work, you're not showing your personality, how are they gonna connect with you?  

Claudia: Yeah, [00:20:00] or the ones that are like Super cringy, you know what I'm talking about? Like the, and I know, I know a lot of girls do this in the esthetician world, I know, and so I might hit a nerve here, but a lot of the girls that are doing Brazilian waxing, And I know I mentioned it a few times, right? 

And now we're going on, like, I'm going on a whole tangent, but, um, the girls that do the Brazilian waxing and either show the strip or like the before and after, like, mmm, maybe don't do that. Yes, it's not a good look. So, so for me, I, I, like the way I kind of think about the posting is, can this, is this ad worthy? 

Yeah. Is, because it is, everything in there is an ad, right? So if this can be an ad and I can spend money so people can see this, if I can spend, you know, let's just say like 50 and everybody in the world is going to see it, is this what I want to put out? Yeah. And if the answer is no, then you should probably not post  

Roundy: it. 
 

Yeah, and you know the thing I don't the ones that are like, um, they're they're putting themselves out there You got to give them tip their hat tip your hat to them because [00:21:00] they're putting themselves out there on camera and everything And they're trying to educate but there's like no personality behind it sounds like a robot reading a script That's like you can't connect with that. 

Claudia: Yeah, I'm guilty of that a little  

Roundy: bit I think when you first started you I think you got out of that  

Claudia: though I think I did and you know what I think the shift was that we We had to start all over here. So a lot of the stuff that I was doing in California for years and years just wasn't working anymore. 

I was an established artist. I came in at a really white, right. Time at the right time, essentially. And so when we got here, it was like, okay, well, we're starting from scratch. And. We didn't do too bad, but a lot of that has to do with the ads that we were putting out. Yeah, and  

Roundy: Rona changed the market, and then TikTok came in, and TikTok completely changed the market for a while. 

I think it's going away from that style now, from the TikTok style. Like what do you mean, like the dancing? The dancing and all the little gimmicks. But it did change the market though, you know what I mean? Oh, for sure. People's attention span, everything changed. It like decreased. Yeah, so you gotta, when you put an [00:22:00] ad out, you gotta get to the point. 

Be entertaining, it's gotta look nice. But you gotta be quick. Nobody's gonna sit there and listen to you for uh, 10 minutes in and you don't get to the good stuff and talk. Nine minutes  

Claudia: in, you know what I mean? So I've been reading, um, I've been reading Never Eat Alone. Yeah, yeah. You know, the, uh, what's his name? 

Well, I can't remember his name, but it's Never Eat Alone. So in there, I'm kind of towards the end, and he's talking about how, um, people's attention span changed. Yeah. So before, the president used to be able to do like a 48 second  

Roundy: spiel. Those were the fireside chats and stuff, right? Or are you talking about  

Claudia: just in normal speeches? 

I have no idea  

Roundy: what that is. The fireside chats, I think it was FDR used to sit down and like address America directly. Like it was almost like podcast back in the, back  

Claudia: in the day. Um, I don't know, but he was saying that the, the, the politicians, now the presidential candidates get like 48 seconds to like do their spiel. 

And so now they're down to like 15 or 18 seconds. So you have a lot less time to capture an audience. Yeah. [00:23:00] Than you did before. And so can you imagine now with the Tiki Takis and like the, after the Rona and everything kind of changed, the consumer behavior change, like. Now you, you have to do more to capture less attention because even the ads are more expensive. 

Roundy: Oh yeah, the ads, they were cheap for a long time. Yeah. And it's like we were talking about on the last one, the commercials, remember how expensive commercials were? Oh my God, yeah. Commercials were so expensive and now we have social media, it's cheap, but you can see the, the, the, the viewership and the, the reach that you get now is starting to decrease and the, and the cost is going up a little bit, but it's still relatively cheap compared to commercials and the way you used to have to  

Claudia: do it. 

Is there anybody who you think that wouldn't benefit from, from ads from just running ads? I would say, I think like what industry, what industry wouldn't. Yeah. Yeah. Everybody.  

Roundy: Right. I can't see any industry that wouldn't benefit from ads. You, you want, you, you want to, whatever your service or product is, you want to put it out to as many people as, as you can. 

It's a, it's a [00:24:00] numbers game. So if a million people see your product, you're going to get, yeah. A percentage of that million people, but if you're only 10 people are only seeing your product, only the people that follow you and see your product all the time, I mean, who are you reaching? You're not reaching outside the bubble that's already there watching  

Claudia: you. 
 

Yeah. And the way I like to think about it is like, okay, well you have like, so we have a few thousand followers, right? Yeah. So on Instagram or everything all together. And so if you kind of think about it, like, um, if you, if you have to talk to all these people at the same time. Mm hmm. You have to put the best thing out there. 

Yeah. So everything that you put out there has to be like the best thing ever. And sometimes that's hard for me, you know, because I'm really stringent about my, my content schedule. Yeah. And my calendar, but everything has to be ad worthy.  

Roundy: Yeah, and we, and to be honest, we could do better on the stuff we're putting out. 

We're getting better as we go, I think. Yeah. But it's, it's, it's constantly changing, so you have to stay with it. And then another thing. Somebody puts out something viral and everybody jumps on that bandwagon and chasing [00:25:00] it. And I think ourselves, we got to figure out a way to be at the forefront of, uh, of the, um, the trend instead of playing catch up on the trends. 

You know what I mean?  

Claudia: Yeah. Yeah, I guess. I'm just not like a very, you know, like not, not, I don't want to say not a trendy person, but it's like, God, like. This trend is dumb. Yeah. And I don't want  

Roundy: to do it. No, you shouldn't do it. Yeah. If you don't like it and you think it's dumb, you shouldn't do it. But we, there's something we could do that's our own style and we, I mean, just be yourself and put out your own thing and, but make it good. 

Yeah, and make it connect. That's essentially that's what I'm trying to say.  

Claudia: I think. Yeah. Yeah. Well, like I said because you have to You have to turn those people those followers at the interest level into a purchasing level Yeah, you know and you have to understand that not everybody's gonna follow or not everybody's gonna purchase No, but you increase those odds by putting on good content. 

Roundy: Yeah, it's a it's a numbers game Yeah, it's all the numbers game the more more eyeballs you have on your [00:26:00] stuff Um, the more you're going to be able to sell and, um, and produce, but it has to be good.  

Claudia: So what is, um, what do you think the ads have helped us with the most? Like, obviously our follower count went up, of course, cause more people see it. 

But, um, like, what do you think it's helped us the most with? I think  

Roundy: scaling that's, that's the biggest thing is scaling and being able to put our product out to a bigger viewership. And, um, like, like we're going to McAllen, we don't have, we, we've never been to McAllen. We don't have, we don't have any footing in McAllen, but we put ads in McAllen and we're making classes happen out there. 

We couldn't have done that without ads. Yeah.  

Claudia: So what happened with the McAllen classes where, um, So I guess most people from that area come to San Antonio because that's like the closest big, big city. Um, well, that's what I don't know. I don't know about McAllen. Well, I've had from my clients, listening to my clients from McAllen or that area that come to me. 

They're like, okay, well, this is where I come because there's nothing that big or whatever. [00:27:00] Yeah. Or nobody's really good, whatever. Yeah. Um, and so we started getting a bunch of followers. You know, from a Catholic and like, are you doing a class over here? When are you teaching over here? Do you work over here? 

And so I was like, you know what, maybe this is an opportunity on our off season to kind of go meet the people in that area and open new roads. Cause why not? Well, we do  

Roundy: that and I know it sounds counterproductive, but like we, we think ahead, so we, we look at places that we may want to have classes or go do something that. 

And we'll start putting ads, we might not go there for, till next year, but we'll start putting like little drip ads in that area, that way we have a following and we're able, when we want to go out there, we'll be able to go out there and we'll put an ad, and people have already seen our stuff out there, we already have the social proof from that area, and so, you don't gotta put too much money in it, but like if you plan on doing something outside of your area, you should always Do like a, uh, how would you call it? 

Like a pre, um,  

Claudia: It's like an assessment.  

Roundy: Yeah, yeah, yeah. And see what kind of response you're getting from that [00:28:00] area. Is it going to be a good, that's, that's a, it's a test. Put out a little, it doesn't have to be much money. Just put out a little and see what kind of response you're getting back and see if there's a market out there  

Claudia: for you. 

Yeah. And I think that's what a lot of people do. A lot of people don't do. They don't, they don't research the market. Um, you know, and so like, I will tell you that a lot of the work I'm doing out here is a little different than what I would do in California. What we consider natural here isn't considered natural in California or vice versa. 

So you gotta see if whatever it is you're doing, whether you're, you know, possibly doing extensions or you're a wax expert or whatever it is, you gotta see. If there is a area for you, if that's a place that you can grow and so I know you and I discussed the drip ads quite a bit because I was kind of against it, you know, because I was like, Okay, well, I know some people will drive for me from that area because I've seen it. 

I have clients from that area or further that drive like hours, but I didn't, I didn't see the, um, the value, the [00:29:00] value in getting people from that far away.  

Roundy: I think. You know, you know, I, I push on a lot of this stuff because I think I see the value in it. It's about building your, uh, um, social proof. It's also building social proof. 

And you have, and you build your, your, your profile. It's not only about that though. It's about opening future doors in the future. Say we want to open a studio. We, like, we started expanding and scaling and we want to get outside of San Antonio. We keep our, our base here, but we want to, that's a way to, uh, to start building a relationship in those areas and opening something in the future. 

And  

Claudia: I think we were listening to, um, and my let, and he was saying like, okay, well, I don't, I don't play checkers. I play chess. So what you see me doing today, if you don't understand it, it's something that I'm doing for five years from now. Yeah. Like I'm setting myself up for five years. Yeah. Yeah. For sure. 

Roundy: Thanks to me. Thanks to me. I'll take a bow on that one.  

Claudia: Well, I said Hermione Lett. Hermione Lett learned from me. Oh, okay. [00:30:00] Nah, Hermione Lett is a shit though. But it's true, you know? Yeah, yeah. And so he was saying like a lot of the small business owners, and it's so fucking true. And I don't think we operate that way. 

I don't think we have operated, um, that way in a long time. Yeah. I think the way we operate is like the things that are we do, we do now, Mm hmm. Um, are gonna be beneficial from us, for us in two, three, or five years.  

Roundy: Ten years. Yeah. It's, it's like, like I keep saying, it's a long term game. Mm hmm. You can't, you can't keep thinking short term. 

It's, it's always long term, which you're setting yourself up for the next move, the next move. You, you gotta be, you gotta think like five moves. What's that book, um? By your next five moves you always got to think five moves ahead. Okay, if I do this now it's gonna set me up for this And you just got to keep doing it. 

It's like leapfrogging to the next, to the  

Claudia: next step. Yeah. Yeah. And I think, um, that's the way that we've been operating for the past few years. Um, so even what we do now is like, okay, well, my North star is to eventually open up an esthetician [00:31:00] school. Yeah. Right. So I think what we're doing now, it's slowly kind of leaning into that. 

And when we're ready, it'll be, uh, it'll be easier. Yeah, it's hard.  

Roundy: It'll definitely be easier. And you know, we, we love San Antonio and we love Texas and we want to expand, we would like to open more places and around San Antonio and just expand into other cities also. So this is a lead up to it. A lot of the stuff we're doing now is leading up to it. 

Yeah,  

Claudia: I think. Yeah, and you know, like I've, through scaling to me, um, the, the view that I take with scaling is that I really think we're doing something awesome here. Yeah. You know what I mean? Like, there's a bunch of ridiculous stuff going on right now in the beauty industry. Um, you know, people taking advantage of the renters or drama within the industry and shit. 

I stay away from fucking that, but um, I think that we have something so good because we treat people like [00:32:00] people and we honestly want our, the, our teammates to, to advance, you know? So I think if we can take that idea. And help other women, you know, be awesome and be great and like do their most potential while being profitable. 

Like that is a business that deserves to scale.  

Roundy: Well, we don't just want to win. We want everybody around us to win. And you have to over deliver on the value you take. And I think we do that like with our classes and everything. Our kids are huge. Nobody else, I haven't seen any other class delivering for permanent makeup. 

I haven't seen anybody else with the kids our size, the material, everything that we put into it. And just the teaching, the access you give to the students, all the coaching, I haven't seen it anywhere, and I think that's part of it, is delivering  

Claudia: value. Yeah, and you know what, that's actually with one of the, um, my past student, I was talking to her yesterday, and you know, she, she set up an appointment so I could call her, cause she was having difficulty. 

A lot of us kind of get our license, and then we go, okay, what now? [00:33:00] Yeah, like kind of like we did, like, I don't have anybody that had entrepreneurship, um, mindset growing up. So it's like, well, shit, who do I talk to? So now that we've been there, I had a student, I had a phone conference with her. And so she's like, okay, well, I'm a licensed etician now. 

And I took your class, like. Literally, what do I do now? Yeah. And so I had this long conversation with her about, okay, well, this is what we're going to, we're going to set you up in steps. And so this is what you're going to do first. And then this is what you're going to do second. And this is how you do it. 

And I think that's what's lacking in the industry. There's a ton of gatekeeping in our industry. Well, it's a,  

Roundy: a lot of times it's a money grab. I'm, you know, a lot of people are just like, okay, I'll put a class together. I'll get the money. And as soon as I'm done with them, that's it. They're on their own. 

Like there's, they. A lot of, um, we got a lot of students that reach out and like, I took this class elsewhere and now when I call them to get some guidance, they ghost them. Nobody answers the, everything that got was like wrong information. It's, it's, it's quite, it's  

Claudia: a [00:34:00] lot to it. Didn't we, didn't we get a message like that from a gal that said like, Oh, they're ghosting me. 

I took a class with so and so and they leave me unseen. We get tons of those. Yeah. But I remember specifically we got one yesterday, right? And I was like, damn, like.  

Roundy: And the problem with that is these girls that are just doing the classes for a money grab, it makes the industry look bad. So these girls, they took the class and they're scared to take a class elsewhere because they think the same thing is going to keep happening to them. 

So I think it kind of ruins a little bit of the industry, but I think that's our job is to let people know the value that we're bringing, you  

Claudia: know? Yeah. And I mean, at the end of the day, all you can do is like create a, an atmosphere of, of growth and positivity, positivity. And then. Hope that hope that more and more people follow, you know, but the only way to do that is to to actually do it and then hopefully people will  

Roundy: will follow. 

Yeah, but none of this would be happening for us if we weren't willing to invest in ourselves and put money  

Claudia: into ads. Thank you for bringing it up, bringing it back groundy. [00:35:00] But it's true. It all started with us doing ads.  

Roundy: It's a it's a willingness to invest  

Claudia: in yourself. And you know what? And I do think like. 

It helped us learn more about our business. You know what I mean? Like if you just, for example, like when we started doing ads specifically on, on Facebook or Instagram, you had to put an age for your clientele. Yeah. Right. And so I had to be like, first we were open, like, Oh, everybody, men, women and everybody. 

Right. Just like throw it out. Yeah. And then I was like, Oh, okay. So maybe not men because they're not. Can they get their eyebrows done? Most of them, you know? And you start getting rude comments and nasty comments and shit. Yeah. And so then we were like, okay, we're just women. And so it was a bunch of, um, younger gals that maybe just like looking at pretty things, but don't necessarily have the funds or willingness. 

They just kind of like following you. And so then from there, we were like, okay, well, we need to understand our target market's age. You start narrowing it down. And so that, like a funnel, we started narrowing down more. So now we know. What our clients essentially look like. Yeah. It [00:36:00] doesn't mean you won't get clients outside of that. 

Yeah. Um, but we know what our clients look like. We know what they like. And so I think had we not done ads, it wouldn't have helped us narrow the target market down.  

Roundy: And that's the thing. We put, we put money into ads and we, it, it's like paying to go to school. You're learning. It's a learning process. So you're paying for it. 

Like you're gonna, you, you, you're not going to get immediate return every ad you do it, but every ad you do, you're going to get better. And you're going to get better. And you take that data and you start processing it and you're going to get better every time.  

Claudia: And I think, but we have made sure that every time we run an ad, we kind of look at the insides, like what worked, what didn't, and then when it doesn't work, because, you know, sometimes you put out the wrong thing or at the wrong time, or maybe you decided to run an ad on a Sunday night, which is the least viewable time. 

We've done that. So we've done that, you know, and so you, you slowly learn. Okay, well. We're not doing that anymore.  

Roundy: And to be honest, there's so much information out there. Like all you gotta do is go on Google and [00:37:00] Google a lot of this stuff. When's the best time to. Doing that, what is everybody looking at, you know what I mean? 

And it's the information's out there. You just got to seek it and put it to practice  

Claudia: with yourself. And I think a lot, there's a lot of anxiety that comes from, um, not knowing what to do. Yeah. Right. So, you know, you have to put in an ad and there's guys, there's classes for this. Okay. So you can take classes that show you how to do it and how to find your target market. 

But I think there's a lot of anxiety that comes from not knowing what to do. And then some people just go, Oh my God, I don't know what to do. There's so many choices, but you should figure out what to do. Like, don't just freak out and be like, okay, well, I don't know how to do this. So I'm just not going to do it. 

Yeah. Take a class. There's a ton of YouTube videos. You know, there's a lot of information out there.  

Roundy: Yeah. There's tons of information out there. And to me, again, it comes being willing to invest yourself. If, if you think you can't figure out the information on yourself, there's people out there that teach it. 

You just have to be willing to invest in it. But when you put your money towards that stuff, you're going to get it back. Down the road, you're not going to get it back [00:38:00] immediately, but you get it back down the road. There's, you just got to seek the information. Sometimes you have to pay for the information, but it's there. 

Claudia: Yeah, and you know what, like that too, that, that bugs me when people don't expect to pay anything. Like, oh my God, like, are you serious? These people have honed into their skills, and so basically by not wanting to pay, like you're saying, like your information is invaluable, but I still want it. You know, it's so  

Roundy: ridiculous. 

Well, it doesn't make sense to me. You're not willing to pay 100? Or whatever the price is to get 10, 000 back, but you go out to eat. And waste that money on something else, but you're not willing to put that money towards your business it that blows my mind  

Claudia: right there I have a friend of mine. Um, who I like we're so similar Um, I knew I liked him. 

She's like, oh, yeah, I took this. I can't remember what the class was She's like, oh, yeah, I took this class It was like a thousand dollars and I was like, oh my god me and you like we understand each other Yeah, because she's willing to put money into learning and so we were talking about ads and she's like Oh, I don't know. 

Like, how do you do ads? And like, we kind of talked about it a little bit. Next thing I see her, she's like, Oh, I took an ads class. I was like, Oh my God, that's [00:39:00] like fucking awesome. You know, you don't know, figure it out.  

Roundy: Yeah, but how many girls do we come across that? Oh, I tried to add, I put 10 and nothing, it  

Claudia: didn't work. 

You know what the perfect number seems to be? 50. 50? Yeah, like 50 is supposed to open the door that you've been trying to unlock and it's just not working. No, it's  

Roundy: consistency. You got to keep going and keep going. 50, do 50 a  

Claudia: week. Even that, right? Like doing  

Roundy: something. That's better than doing 50 one time and then saying it didn't work. 

Of course it didn't work. You did it one time. Yeah.  

Claudia: And so I had a friend that too was asking me like about ads and she's like, well, I don't know, you know, they don't really work for me. The first thing I always ask, how much are you spending? Yeah. First. Second, what are you posting? Oh, it's a picture of you working, like, that's not gonna do very well. 

Yeah, yeah. Oh, you, you, you posted a, a picture of your work and then don't have any information. Mm hmm. Or, or you're not captivating your audience. It's like, it's, it's, it, it's one of those things you have to keep trying. Okay, well, that didn't work. Let me try [00:40:00] something else. Yeah, you're gonna have to  

Roundy: tweak it every time. 

Yeah. I mean, you do it, it didn't work good. Okay, like, like you said, what did I do wrong? You gotta get your, what did I do wrong? What can I fix? Also, you guys are following other people on Instagram. You see what they're doing. Go to the top people that you, that you admire, whose pages you like and see what they're doing. 

And, and try to, um, mimic it. You know what I  

Claudia: mean? I think as long as like you have the same target market, you know what I mean? And, again, one of the things is like you, you have to have really good work. Cause, you know, we're service providers, so the service has to be Good. Yeah. It's  

Roundy: the  

Claudia: value. You gotta deliver value. 

Yeah, but it's like we're saying, you gotta invest in yourself and it's part of like investing in yourself, you  

Roundy: know? And it's all a learning process. You're gonna, you're gonna, you're gonna spend money, but each time you're gonna learn, you're gonna get faster, better, and stronger each time. Fuck, my  

Claudia: fucking ears hurt. 

Yeah, I'm not used to these headphones. I know, right? Like, so this is the first time we eat these headphones. Yeah. And so if you guys don't know, like I have plugs in my ears and [00:41:00] because my ears are tiny, so the plugs made me look like I have regular ears. But now that shit's hurting my ears. But anyway, um, how do you like using the headphones today? 

Roundy: It's all right. I'm not used to it. It throws me off because I can hear myself talking in my head. So it kind of throws me off a little bit, but I think if we keep on doing it, get used to it. I don't know. It seems like all the professionals use it. So maybe we  

Claudia: need to be professionals. I know. I just like hearing myself talk. 

Yeah. You do. No, I don't.  

Roundy: Anyway. So, um, speaking of Wins. This, this week, what do you feel like a win that you had this week?  

Claudia: You know what? So this week, um, I had quite a bit of, uh, coaching calls, uh, social media audits and stuff. And it was from girls that really, really wanted to learn. You know, sometimes I get like, I get people who, who want a coaching call. 

Yeah. And they're kind of just like, okay, okay, okay. Like just listening to me and not asking questions. But this week I really feel like everybody really wanted to [00:42:00] learn. Mm hmm. Um, And they were really excited and writing stuff down and I kept asking like, Oh, does that make sense? They're like, Oh, yeah, I'm sorry. 

I'm just writing everything down. Yeah, you know, so I'm looking forward to catching up with them and just kind of seeing what they've been been implementing. Yeah, um, I mean I was talking to everybody about their branding, their logos, the way that they're showing up on social media and their website. So I, man, I love that shit. 

Like I feel like I can change the industry. If, if I can just, if you, if I can just help you. No, I  

Roundy: know, I know that's your, your jam right there. You like helping people. I know you love it being able to teach people and help people and especially when they're receptive, you know?  

Claudia: And that makes a big difference to me. 

Cause if I see like you're not really interested, I'm just, I'm, you're not asking me questions. I'm just going to like. Tell you what I see and then that's, that's it. Yeah. But if you, if you ask me questions about how to do this, how to, you know, I'm not a gatekeeper. So like, I will tell you where I go, how I did it and whatever. 

And then just implement it and, you know, call me again and let me know how you did or if you have any other questions, you  

Roundy: know. Yeah, but if, if you're seeking advice, don't just say. How do you do this? You [00:43:00] know, like we talked about on the last episode, like come with some value, you know, as nicely, you know, there's, there's ways to approach  

Claudia: people. 

There's ways to approach people, you know, like, as I said, it's going to be the third time we say I'm a little spicy. So if you get on my spicy side, because you were just, just not nice. Don't do it because then I got to deal  

Roundy: with the fucking  

Claudia: spice. Please don't. It's just, you know, and it's the rudeness that gets to me. 

It's just the fucking rudeness. Yeah, yeah. Okay. What about you? What's your win today? Um,  

Roundy: this week, I don't know if it's so much a win, but honestly, just doing this podcast, like, I enjoy it because I'm learning like the behind the scenes stuff that you have to like, it takes a lot of work to, to do this. 

Yeah. I'll just everything, put it on all the platforms, the whole, the whole thing that comes with it. You know, me, I, and I fucking love learning. So if I'm doing something that's challenging and learning. I consider it a win, so. And  

Claudia: I feel like you're really using your creativity here. Yeah, yeah, yeah. You know? 

Roundy: Yeah, yeah, I enjoy doing the backend stuff. It's, it's, it's fucking cool.  

Claudia: Yeah, I would have no idea. Like, I kind of just show up. Except  

Roundy: for when I'm spilling water on everything. Oh, yeah, this morning was, uh, not fun for you. Yeah, yeah, yeah. And I was in the [00:44:00] middle of the podcast stuff and I spilled water. 

Hopefully, I hope we'd go back and my, uh, laptop's not broken. Oh, shit.  

Claudia: It better not  

Roundy: be. All the files, everything's on there. Yeah. Yeah. That would suck. I'll flip my table. I'll flip my shit if I go back to my shit. You'll  

Claudia: flip your table. That's a lot. Yeah, so. Okay. Well, I guess that's it for today, guys. Um, I hope you enjoyed talking or listening to us. 

Yeah. So, where can they find you, find you, Raul? You can find  

Roundy: me on, uh, LeeBoySavage on Instagram. Oh, yeah, brother. Oh, yeah, brother. There you go. And, uh, make sure you guys, uh, like, subscribe and, uh, leave some comments. Let us know what you guys think. If you guys have any questions or any topics you think that would be beneficial, let us  

Claudia: know. 

And you can find me, um, On Instagram as VanidosaBeauty and all across the board of VanidosaBeauty, also on  

Roundy: Tiki Takis. And on YouTube at uh, Beautytainment Studios. That's where we hold the podcast at, so make sure you guys check it out. We'll have all the links and everything underneath, so check it  

Claudia: out. 
 

And then um, yeah, so next time we'll see you, we'll be um, after the class in  

Roundy: McAllen. [00:45:00] Yeah, and if uh, if Claudia's here by herself, then you know we uh, I body slammed her and we're done.  

Claudia: And then I got extra spicy. She got spicy. She  

Roundy: got too spicy. Nah, I'm just joking, but um.  

Claudia: All right guys. We'll see you in the next one 

​