Are you ready to unlock the power that comes from finding your niche? In today’s episode, I have the honor of introducing you to Jayd Hernandez of Studio Conceal. Jayd is a paramedical tattoo artist and educator who is sharing her advice for developing meaningful client experiences, the difference between teaching and coaching, and the power of niching down.
On Quianna Marie Weekly, we’re chatting about business growing pains, finding genuine connections, and celebrating wins of all sizes through the lens of a photographer at heart. Sprinkled throughout stories and interviews with past clients, photographers and other business owners this podcast is designed to help you step into your purpose and to truly create a life you’re proud of, a life worth photographing and sharing.
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Review The Show Notes:
Get To Know Jayd And More About Paramedical Tattooing (3:57)
The Client That Is Praying To Find Jayd (5:32)
Putting Yourself Out There To Draw In Dream Clients (7:27)
Showing Up Online With Video (11:08)
Niching Down And Offering Education (15:37)
Teaching vs. Coaching (19:52)
Discovering What Kind Of Student You Are (25:17)
Where To Focus Your Time And Energy To Find Your Clients (27:31)
Dinner Series (38:30)
Managing Your Energy As A Podcast Host (48:19)
Key Tip From Jayd (52:31)
Connect with Jayd:
Review the Transcript:
Quianna: Hey there, gorgeous. I’m so happy you’re here today to tune into this conversation. My passion for this podcast since day one has been to introduce you to my favorite soul sisters, spark unique business ideas, and to share the many lessons of my real life friends and their entrepreneurial journeys. I always say business is business.
We may be selling different things, offering different services, and even have different scales of success. Anything that we chat about here on Keanu Marie Weekly can be applied to your own business strategies. My network is your network. Today I have the honor of introducing you to a powerful, kindhearted, and ambitious business owner that I am so lucky I met once I moved to Arizona.
I bet the work that she does is something you may have never heard of. Jade Hernandez is the driving force behind Studio Conceal located in the heart of Gilbert, Arizona. Having been in the industry for over six years, she is a seasoned paramedical tattoo artist and educator with a passion for helping clients rediscover their confidence in their own skin.
I love that Jade not only helps her clients feel confident in their own skin while healing from scars, but she also helps her students feel confident in the art of their tattooing and strong business roots to build their own practices. In addition to owning her studio, Jade is an engaging speaker and coach known for her thought provoking and nurturing style.
She brings a unique blend of expertise and empathy to every speaking engagement, challenging audiences to push beyond limiting beliefs and redefine success. Jade is a proud wife, mama, and neighborhood friend that turns heads and keeps us wanting more with her practical business advice and encouragement.
Today, we’ll be talking about her unique but much needed business and how she even discovered paramedical tattooing, the power of niching down, developing memorable client experiences, And we even round out the conversation to define the difference between teaching and coaching. Many of us are pivoting and trying new things this year.
Before you burn anything down and try anything new, pull up a seat, grab a drink and whip out your notebook. This one’s going to be a juicy episode full of so much educational value. I’m honored to welcome another Arizona local and to support the thriving businesses right here in our neighborhood.
Without further ado, please welcome Jade Hernandez. Welcome to Kiana Marie Weekly, a podcast for creatives who love to celebrate wins, big or small by dancing in the kitchen. Photographers who are excited to serve their clients and friends who are ready to chase really, really big dreams. You can find all of the resources mentioned in this episode at kianamarie.
com slash podcast. Join me as I share weekly motivation, chat about growing pains, finding genuine connections and celebrating your wins through the lens of a photographer at heart. Come join me for a dance party. Ready? Let’s go.
Hey, hey, hey, welcome to the party, Jade. I’m so. So honored that we finally connected for this conversation. Me too.
Jayd: And I’ll be honest, I felt so honored that you even thought I was interesting enough to be on your podcast because I love everything about you and I’ve been so fortunate to meet you in person a few times just over through our network and our neighborhood.
And I am a huge fan of just your energy and everything that you bring into the world. And your posts are always so positive and girl, everything about you I’m obsessed with. And so when I got the invitation to be on your podcast, I was actually fangirling.
Quianna: Oh my gosh, you are seriously my favorite because I feel the same about you.
Oh my gosh, Jayd. We are going to have so much fun chatting and connecting. And I know I’m really excited for this energy shift and this energy exchange. So please introduce yourself. I would love to know more about your business and what exactly a paramedical tattoo artist is. Let’s chat about that.
Jayd: Yes, definitely, I really consider myself a modern magician. Because I have the ability to trick the eye into thinking that something’s not there and or trick the eye into believing that something’s real when it’s not. And so being young, I have always loved performances. Like literally when I was a little girl, I would tell everyone I wanted to be Madonna’s backup dancer while everyone else was sleeping.
Saying like, I wanna be a doctor or a police officer, or whatever the case may be. And so I’ve always been drawn to the arts and it’s really cool because I’ve literally built myself a business where I get to be like a modern magician. And so with paramedical tattooing, because it’s still so new, essentially what paramedical tattooing.
We help disguise and conceal scars, stretch marks. We give the illusion of fuller hair. So we help people who are experiencing hair loss and then on a much deeper and more profound element of paramedical tattooing is doing nipple tattooing for breast cancer survivors who have lost their nipples.
And so that’s what I do. My business is called Studio Conceal and yeah, I just love, I love what I do.
Quianna: That is incredible. So I know you mentioned a lot of people that come to you for these services, but who is a client that is praying for you? Who is someone that Absolutely needs to work with you.
Jayd: Yeah, I love that! So for me, it’s someone who’s looking to be with an artist who’s very understanding and open. Um, they’re the type of person that wants to feel safe and feel seen. And then I would also say the biggest thing too is I think when my clients come to me is they always say that they love my transparency.
They know that I’m not in it to just. close them as a client. Um, I, you know, we train artists into how to, like how to do what we do as well. And a lot of them will literally tell me you’re the only person doing videos. That’s telling the truth, or I felt like you were being really transparent and honest.
And so that’s, my whole thing is I just want to educate people, have them feel empowered and making a decision decision that feels right for them. However. It is, you know, whether it’s a client that we’re servicing or a student that we’re training. Um, but that’s really my biggest thing.
Quianna: That’s incredible.
And I feel like you truly have this gift where you make people feel seen, you make people feel loved, and especially in a very vulnerable situation, like I can’t imagine being a breast cancer survivor. And then. Thank you. Literally having to expose those scars, like having to just be naked in front of any other human can be nerve wracking, let alone getting some type of very permanent tattoo, right?
So, uh, I love that you have been an early adopter to this business. I’ve literally never even experienced any of this until I met you. I thought you were just a cutesy tattoo artist, and then I started seeing your work and getting to know you. And this is. This is huge. Like this is a whole thing. And I love that a lot of people are flying in to see you.
They’re investing in you to get these procedures. Would you call it a procedure? I don’t know. What would you call it? Is it a procedure? Okay. Flying in to see you. So can you please share with us some ways that you are truly creating this client experience that they actually feel safe and they feel like they can trust you with permanently marketing their body?
Like how do you create this experience for them?
Jayd: Well, I think we’re always creating an experience for someone, whether or not we’re aware of it, we’re always giving someone an impression of us. And that’s energy. And it’s the way in which you make people feel by how you talk to them in the way that you say things.
And so I feel like we’re always creating some sort of experience. Um, and so for me, I, first and foremost, always want to want people to feel safe. And then I also want them to know that they’re not going to be judged. And I think that’s super, super important when it comes to a very vulnerable population.
And often cases I am dealing with people’s most insecure aspects of their body, whether it’s a scar or stretch marks, or even, you know, losing their breasts. And so for me, when I think about the experience, I’m very detail oriented. So I think of everything from how do I want someone to feel when they’re researching online and they stumble across our website or my Instagram.
I am a huge advocate for doing video because I feel like when someone listens to the tone of your voice and they can see the cadence and they can see you not. You, not your logo, because I think everyone, everyone hides behind a logo or before and after transformations, you know, being in the beauty space, everyone is always posting before and after transformations, but to really establish that trust and credibility, I think the easiest way is by doing video, um, because that’s where your authenticity comes through.
And so, In the very beginning I did a ton of videos and not that I was comfortable doing videos It got I became more comfortable over time just through repetition But I think that’s The reason why in the beginning of my business when no one knew what paramedical tattooing was Is also the reason why I was able to capture 90 percent of my clients were traveling in from out of state And it wasn’t it wasn’t because there weren’t other artists doing it It was because I was more open to being seen myself.
Does that make sense? It was like, I was willing to put myself out there in order for people to see me. And that was why they were willing to take, to invest in me, even though I was new and even though I was out of state.
Quianna: Yes. I love that so much. And I feel like that’s worth repeating. The fact that you were brave enough, like you did not let your fear of showing up be higher or worse, or like more fearful than what your dream clients are experiencing.
Like you putting yourself out there is what drew these clients to you. That’s incredible. Thank you.
Jayd: Yes, absolutely. And I think that’s the thing about being entrepreneurs is it’s so easy for us to self sabotage in ways that we’re not even aware of. And so oftentimes when people even imagine promoting their business and putting themselves out there, of course, I’m human.
Of course, the thought of, What is my family going to think of me? My friends or people that I went to high school with who I have no connection with to this day. Of course, that’s going to come through. But I think the bigger picture is always being focused on, I know that the service can absolutely help people.
I know that this can change lives. And if I put that in the forefront, that helps me to overcome getting myself in my own way.
Quianna: Yes. Yes. Oh my gosh. I love that. And I would love for us to kind of unpack some of these videos. So when you say videos and getting yourself out there, showing up online, sharing your client experience, what exactly did those videos entail?
Like, how are you marketing yourself without even really realizing it?
Jayd: Yeah, that’s a great question because I feel like today everyone now understands the value of video, right? Like, when I was doing this. Six years ago, we didn’t have reels. I don’t even, I think Tik TOK had just kind of started. And so back then I just did a ton of videos on the simplest things because I knew no one knew what this was.
And even today, six years later, if you tell people what you do for a living, most people are like, I didn’t even know that that existed. It makes sense, but I had no idea. And so, um, back then. A lot of my videos were answering FAQs. What happens if you tan? Uh, what kind of tattoo is this? What does camouflage tattooing look like?
And then some videos of, like, the studio. Like, how I prep my studio. Um, and then some Personality videos just to show my personality. So at the time, six years ago, I really was interested in like dancing and having a lot of fun. And again, this was before Tik TOK dancing trends were even a thing, but I had videos back then where I was like dancing to music and just having a lot of fun, um, and then it kind of transitioned into fashion and I was really into fashion at one point.
And so I was doing videos on fashion. And so I think those things. Can change I don’t think you need to be stuck in one particular hobby or trend Um, but I also think that the more that you can speak on camera even more so today Is still super important because I don’t know if you can agree with me kiana But I I know that buyers trust is an is at an all time low Today because so many people have been burned so many people have So many people are now realizing just because you have 52, 000 followers doesn’t necessarily mean that you’re an expert or that you’re a great teacher, for example, or a trainer.
And so I know that buyers trust is at an all time low. And so now it’s more important than ever to speak on film, because it’s that speaking and using your voice that’s really able to exude. The experience, if we go back to the experience, it really brings forth this experience that your listener or your dream client is looking to hear in the sound of your voice more than ever, whether they’re conscious of it, of it or not.
But I will literally have clients during consultations be like, I don’t know how I’m going to get the money, but I know that you are the person for me. And that’s, Like, that tells me that I’ve aced the whole experience thing.
Quianna: Yes. That’s such a beautiful, beautiful reminder and literally like green light, permission slip.
Let’s go full throttle on showing up, sharing your expertise, building that authority and that trust. You are so right. I feel like so many people are so burned. Like, I can’t tell you how many times recently I’ve had conversations with friends that have invested in coaches. And I mean, spinning. Five, six, or not six acres.
Sorry. Like spending five to 10, 000 on these coaches. And it was a complete wash. Like you said, a bait and switch. And so those are just, I mean, those are just conversations that we’re having in the business realm, let alone daily life for your camouflaging tattoo. It’s like, I couldn’t imagine investing in something like that.
And then wait, it’s one thing losing money on a business thing where you maybe make a new couple of new friends, but then like having this permanent piece on your body, I can’t even imagine like that sounds so scary. So even in your realm, that’s a whole extra layer of trust and of authority and just professional business practices that you need to convince somebody.
And it’s going to take time and being able to do that, even just quick, short little video, it’s. They’re going to like Netflix and chill you, right? Like they’re going to dig and dig and just keep searching for those videos. But if we’re not showing up and giving them something to watch, like how would they even find us?
Exactly. Yeah. Oh my gosh. I love this so much. So one thing that I love about you and your business and just your heart for serving and helping not only your clients, but your students as well. Oh my gosh, Jade, you have incredible talent. education for a tattoo artist. And so I would love to hear more about your journey with kind of like narrowing down into this niche and then offering education for other tattoo artists.
How did this come to be?
Jayd: Well, I started my, I started training after a few years in the business and As I was, you know, doing videos and really promoting camouflage tattooing, we weren’t even calling it paramedical tattooing back then. Um, so it really was just called camouflage tattooing. I would get a lot of people DMing me, messaging me, asking me if I would train.
And honestly, I didn’t know if I was going to like being a trainer. So after doing this a couple years, I was like, okay, let me try this on for size because obviously there’s a reason. So I was just kind of trusting the flow of things. There’s a reason why I’m getting messages after messages of people asking if If I, if I’ll train them.
So I started a beta program. And for those of you who don’t know what a beta program is, it’s basically a program where you’re just testing things out. So nothing is perfect. They are usually getting the training program at a reduced rate, the probably the lowest it’ll ever be in exchange for you figuring out the kinks and everything while you’re doing the program.
So I decided to do a beta program, take five students. And I figured intuitively, I was like, after five students, I will know if this is something that I want to pursue or not. And I took five students, one on one each. So basically five within the year and I trained them. And while I was training them, I got to really see.
Where are they stuck at and where do I need to explain things differently and what needs to be, uh, detailed, you know, in much more like thorough ways. Um, where are they challenged? Where are they like, what, where are they excelling at? And so each student allowed me to pivot and edit that training book.
Over and over again. And so after training five students, I was like, wow, I really love this. I’m fulfilled. This is so cool. And so at that point, I launched my full training program. And I will say every group or every class that we offer. still to this day will modify our training book based on how the students, you know, did.
And so that’s what we offer. It’s one of a kind. Uh, we spend five days in person to go over the fundamentals of tattooing to really give someone a solid foundation to feel confident putting needles in the skin. And like you said, to permanently alter someone’s body. And then from there. We have a full year mentorship coaching program for them.
So after five days. with us in person. They’re then enrolled in a year long mentorship program with us where I coached them every month. They’re in a private group and I really helped to grow and launch their paramedical tattoo business because, and this is something that we talked about before we started recording, learning how to tattoo is an entirely different skill.
skill than learning how to build a business in tattooing. Those two skills are very different. And the way that I always explain this to people is just because you’re a great cook, doesn’t mean that, you know, you know how to run a successful restaurant. Those are two completely different skill sets. And that’s kind of where our program.
And helping to fill that gap, I noticed was like, how can we ensure and increase our level of success with our students so that they are not only making a return back on their investment to train with us, but that are actually really fulfilling these successful careers in this field.
Quianna: Yes. I love that you brought this up because I want to dig a little bit deeper in this.
I know you and I have chatted before where we discussed just because you’re really good at something doesn’t mean that you know how to teach it. And I feel like you’re, you’re absolutely doing the work to prove with your authority and with your education that you are that leader and that you are that teacher.
And I love that you mentioned trainer. Anytime I speak with someone from a different industry, I feel like I’m learning a whole new glossary of words. So I love this. So Jade, can you please share with us in your opinion, what is the difference between teaching versus coaching?
Jayd: Yes. You know, I’ve literally have thought about this, even having discussions with my husband about this.
And for me, and this could be for any, I mean, everyone’s going to come up with their own definition of this. For me personally, A teacher is someone who can teach you something like a principle, the fundamentals, but a coach, I believe is someone who does helps to support all the other invisible elements in between that.
So I can read a book on how to swim. In the most basic level, right? I can read a book on how to swim and I could take a class on learning how to swim, but it’s not until I actually get in that pool and I begin to put everything together, the kicking, the arms, uh, holding my breath and, and getting into that cadence in the water and learning how to float.
That part is the coaching aspect. So having someone there to be like reminding me and to literally be coaching me on how to actually take these fundamentals that I learned in a book or in a classroom and how do I begin to put them in together so that they work efficiently. So to me, that’s the difference between a teacher and a coach.
And I agree. I think there are some people who train who really aren’t great teachers. And I think to be a really great teacher too, I think one of the reasons why I do well with our students is because I have no ego in it. Cause I really do believe that. You may understand a concept if you hear it from someone completely different than me.
And so the way that I’m explaining it may not register for you. And oftentimes I will ask my assistant or other people to explain it to someone else, um, who may be struggling because I have zero ego. I was like, I don’t care how you hear it or in what way you hear it. As long as you walk away understanding and you feel confident and you feel comfortable is my ultimate goal.
But it doesn’t actually have to come from me.
Quianna: Yes, I love that so much. And you’re absolutely right. There are so many different ways for us to learn, whether it’s visual audio, or just sometimes like, I can’t tell you how many just like arguments I’ve gotten, even with my mom where I’m like, We’re literally saying the same thing, but we’re arguing.
So like, that would be like a negative, you know, experience of that. But I love that. And I also think too, that’s even a testament to finding really good coaches. Like we mentioned earlier, you can have 50 something thousand followers, but that doesn’t mean that you are actually sharing content.
Transformations like you’re actually sharing results. I’ve I’ve even invested in coaches that have had less than a thousand followers and they’re literally making over 100 K a month. Like this is right. Like there’s it’s just all a blur. It’s all a facade. So I love how you kind of broke that down between a coach versus a teacher.
I believe too with coaching, there’s just, it’s like a guide, right? Like, I feel like there’s like a gentle reminder and there’s so many other. Elements that go into learning that you have to be able to co like, I don’t know, like I just feel like there’s so many different ways to express something and um, I said I think you totally hit the nail on the head with that one.
Jayd: Thank you. I think the other thing that’s really important to understand too, is having that self-awareness in your. of student are you? Because everyone learns differently. So there’s one aspect of everyone teaches differently, but then there’s another aspect of the more awareness you have as you yourself as a student and what you need in order to really grasp something or learn something.
That’s really important to you. So for me, I’m a very hands on person. I’m very visual. So I’ve been in this in circumstances as well. When I’ve hired business coaches and coaching programs where I didn’t really do that sort of research. And then it’s that trial and error, right? Like I end up investing in a coaching program and realize Holy smokes, like that did not work well for me and it has nothing actually to do with the coach.
It actually was a lesson for me and having more discernment on like what kind of learner I am personally. And so for me last year was like the year of me wasting a ton of money on so many coaching programs. And what I realized this year that I had to get really clear about was that. I am a student that requires and does my, does best when it’s in intimate settings.
And so when I’m in these coaching programs and there’s a thousand people logged on, I don’t do well. You know, it has nothing to do with the teacher or the coach. Like it’s something that I’ve realized for me. It’s just too easy for me to feel lost, to get distracted. But now I’m in a coaching program right now where there’s literally only six people.
six of us every week that log in and there’s no hiding. And I’ve learned that I’m obsessed. Like I love it. I’ve been consistent showing up every week for this coaching program. So I also think that’s really important for artists looking into training is, do you need that in person connection? You know, especially when you’re learning how to tattoo, like, are you going to be better?
Someone literally shows you your hand movement or how deep you’re tattooing or, you know, do you like small settings? Do you want them to be larger? And so those, those things I think are super important too.
Quianna: Yes. So how would you suggest someone taps into, like, how do we find that out? Like the first thing that comes to mind is going back to my childhood, like eight year old key literally tells me everything about life.
Like she’s my inner child is here and she is and she always has things to say. But, like, when I’m thinking of how to discover what type of student I am, I think of my eight year old self. She loved to, like, get her hands dirty and to play with paint and to, right, like, to actually be very hands on about things, just like you mentioned.
But what would you suggest? You know, I feel like a lot of us listening or we’ve been out of school for a while here. So like, how would you suggest we tap into finding out what type of student we are? I love this concept.
Jayd: Yeah, I think, um, I think what you said was really great is when you were a kid, where did you find most joy?
When you were learning something, you know, was it one on one? Um, I love the fact that you brought up that you are a very handsy person. You liked getting messy and kind of dirty and all that stuff. Um, and I, I love that too. So it’s like that textile, right? Like, like being able to physically touch and to kind of like, to do something active learning, I guess you can call it.
And so for me, the coaching program that I’m in right now, that’s really intimate and that I’m obsessed with, she puts us on the spot right away. And so every week I have no idea what we’re going to talk about. And she’s very go with the flow, but also very directed. And it’s very engaging in the sense of, we are always, you know, Um, and so I think, you know, when you’re looking at yourself as well, what type of learner am I?
What type of learner am I? I think just looking into those things is where do you find most joy when you find information out? I mean, I think if you have a ton of saved tick tocks of tutorials and educational information, then to me, that’s already a really good sign that you are a visual learner. Okay.
Um, and then maybe even just looking at it’s like, what type of personality do I learn well with? Um, because I think that’s huge too.
Quianna: Yes. These are all so helpful. And I love the way this conversation is going. I feel like this is just so amazing. So let’s say I love to kind of. Like bring all of our listeners on this journey.
So let’s say they’ve invested in you and they’ve attended your five day in person intensive and they’re really getting hands on and then they have access to your really just intentional community that you get to do that year long coaching with, which is so incredible. How would you, like, let’s say for example, Backstory.
They are confident. They know what they’re doing. After experiencing your education in person, they, they can tattoo anything. They got this camouflage stuff down. Like, I don’t know any of the fancy words I would describe that. But let’s say like, they’re very confident in the work that they can provide.
How do they find these clients? And where should they be focusing on the branding, the social media, the content creation? Like, Let’s kind of break that down as you are kind of bridging that gap between being really good at something. And now let’s tap into some business stuff. Yeah, that’s
Jayd: such a good question.
So I feel like in today’s world, because social media changes drastically, And what worked for me years ago might not necessarily be the marketplace in which today the average buyer buys from. So a couple of things is just like your mom used to always tell you, don’t put all your eggs in one basket. I’m a huge believer of that too.
So I think a lot of it is being. to test everything out. And so I still am a firm believer that video today is more important than ever to create an experience for someone to then decide instantly whether or not they’re going to book a call with you, even if it’s a console. So you got to do video. But when you do video, I think it’s really important to not just.
At least in my industry, I feel like everyone who’s kind of like in the beauty industry is very dependent on Instagram. And even back then I knew Instagram was going to be huge for me, but I didn’t put all my eggs in Instagram. So I uploaded videos on YouTube, Facebook, when TikTok started growing, I started uploading videos on TikTok.
Pinterest, um, and of course, Instagram. So I think that’s really important is to test where your market is at. Cause I have some artists who do really well on Facebook and I have other artists who do really well on Tik TOK. And so fearing out all of that, but just because one thing works, not necessarily.
Only devoting all your energy marketing efforts on that one platform. I really do believe you got to put everything out there. And then I also think it’s really important to build your own email list, uh, your own client base, because if Instagram or Facebook were to shut down, I lose all of those contacts.
And so for me, I create a, I think one of the biggest things you can do is creating a lead magnet, which also establishes authority. So I’m going to just give you some practical advice. So a lead magnet is something that you’re offering for free. That’s informative that someone truly wants to just sell people what they already want, which was, which is, I want to cover my stretch marks or I want to conceal my scar, right?
So sell them what they already want. That’s going to be the easiest way. And then creating some sort of lead magnet that allows them to, or gives them some information, which always will establish authority because you’re now. Educating them in exchange for their email address name. If you want to go phone number, you can, um, I just get the email address.
And then I began to create that email list. And then I. Send them monthly, bi monthly emails. It doesn’t have to be anything crazy, but just letting people know that I’m around, reminding them of our services that we offer, anything that’s new at the studio, and just really cultivating that relationship. I feel like these days, we’re so much on our phones that I think a lot of people sleep on the emails, because my emails, I’ve gotten personally really good at Unsubscribing from junk mail.
So when an email comes in my inbox, it actually feels really intimate. Like, and then when I’m reading something, because it’s so different than just a 10 second reel, and I’m actually reading and I’m reading in my voice and kind of like their cadence to me, it’s a really cool experience and we’ve been getting much more engagement on our emails as of lately than we do on an Instagram post.
Like I’ll get a lot of views, maybe not so much likes, you know, I’ve noticed our comments have gotten down a little bit too. And I don’t think it’s because our content is crap. I think it’s just buyer behavior is just different. We’re just constantly consuming so much information. So now when I get an email from someone that I’m subscribed to, that I actually follow and value and, and, you know, want to learn more about.
I’ve noticed even for myself is they actually get more quality attention from me because I’ll save it in my inbox and won’t throw it away. I’ll save it and then I’ll read it later. And then when I read it later, I’m like fully immersed in their content. And so, um, I would say creating a lead magnet, it could be PDF.
One of the early ones I created, um, my first year in business was the differences between stretch mark, laser removal. Stretch more creams and stretch more camouflage. That’s all it was. It was just a free PDF guide on like just showing the pros and cons of each services. Of course, with, you know, the ending of like trying to promote why camouflage tattooing is the better option for them.
But I, that’s how I started my email list. And then now we have a podcast and we do a lot of other things. And so we create like all bunch of email lists. Um, but I think having that ownership is super important of like having ownership of your own audience. That’s not dependent on Facebook or Instagram and then I also think another thing that people always sleep on because I get it You’re new.
You don’t have a lot of funds coming in and it’s scary to invest money But I really think the fastest way to get clients is through ads And I think nowadays everyone wants to just advertise and promote for free on social media, but you have to realize that it’s not free. There’s a cost to promoting on Facebook and Instagram, and it’s costing you time, energy, and your own resources.
Like to literally put that reel together, to edit, to post it, to caption it, to To, you know, then think of the next content that you think someone wants. So it is costing you something. And for me, I’d rather spend my money on ads.
Quianna: Oh, my gosh. Well, you just had about 17 mic drop moments. So, thank you so much, Jade.
I mean, I’m serious. Like, I feel like I can pick apart every little thing that you said. And one of the first things that came to mind, all these, like, resounding tips, is the fact that. Creating evergreen content, things that just aren’t ever really going to go out of style. Like, right? Like this is why I’m such an advocate for capturing B roll, capturing behind the scenes, showing up on video is because like these platforms are changing every single day.
I mean, even for example, you and I can open up our Instagram. Instagram apps right now. And our buttons are different, you know what I mean? Like that’s insane. Like we’re literally neighbors and they’re just different for us. And so that’s how a lot of us are feeling where, you know, it’s hard to keep up with the, keep up with these trends.
It’s hard to keep up with these algorithms. But if we can be creating evergreen content. So no matter what platform or rolls out tomorrow, whatever is being seen, whatever our deal clients are, we can adjust to that. And I love, I love that you mentioned building our email list because I feel like this isn’t talked about enough and the power in creating those resources and, and you’re the first one that even really made me think how intimate it could be, right?
Because even so for me, for example, I use flow desk for my email subscribers and like my email. I don’t know. I sent out emails through flow desk and I love the ability to even just share that little at sign and it’ll enter the first name of each person. And like that alone, like anytime I see my name, I, I’m listening, right?
Like I feel like I’m engaging a little bit more. And so I love that you mentioned all of this and these are all things like you mentioned, doesn’t matter if you’re just starting. If you feel like you’re broke AF and you’re trying to get this passion project up and going. Or maybe you are very well established, but your, your networks on Facebook and your networks on Instagram are just kind of like creating this network wall.
And so fueling ads to that just opens up a whole new world, literally, of, of potential clients and customers. Like this is all just so juicy.
Jayd: Yes, I agree. I literally had a student asked me on our last coaching call. She does social media, she is ready to go. And she’s like, what would you suggest I do to get clients like right away?
And I was like, you got to do ads. And she’s like, damn, she’s like, That’s the one thing I don’t want to do because she wants funds coming in now. But I’m like, look like your Instagram posts and everything. That’s not a bad thing. Like that is still going to help you and support you. But if you, if you want leads right now, like literally to get your calendar booked, you have to, it’s a numbers game.
You have to get that volume in. And I think ads are going to direct the person that’s already looking for this service. It’s going to. Capture their attention in the fastest way possible because nurturing leads on Instagram, it’s a nurturing experience. Like you’re, you’re creating this personality, this brand, you’re creating that connection.
I think it’s the slower route. That’s why it’s free. It’s the slower way to build your business. Um, and I definitely think it’s necessary. No shame on that, but I also think the fastest way to grow your business is you’re going to have to literally invest in ads, get on the phone, start closing leads, start talking to people.
And then I think that really is the fastest way. And if you think about it, it’s like, yes, it may cost you upfront, but it’s actually going to give you a return on investment the quickest way possible. And then trying to depend on growing your follower count on Instagram. Yes.
Quianna: Yes. Oh my gosh. So good. These are all so amazing, Jade.
Thank you. Well, okay. So I feel like we’re on this, we’re on this journey here. So not only do you know your stuff and you are making that investment with coaches, you are showing up online organically building that email list. You are maybe invested in ads and getting your name out there, just getting your calendar booked and busy.
I love this vibe. So. I would love to shift the conversation into community and into sometimes as we continue to grow, it can feel very lonely. It can feel like we, oh my gosh, like, you know, our high school girlfriends, they may not have these same conversations that we’re having, right? Like, this is why we are drawn to each other because we can have these types of conversations and support each other.
So one thing that I love that you have created, um, Um, which is your femme beat, which is your incredible dinners. Uh, can you please share more about that and exactly how that came to be? And are you kicking that back up again? What’s the story?
Jayd: So I did that years ago and I did that for a personal growth, self improvement project I have for myself.
So I realized in my life at that time that I had a really hard time asking for help and God forbid asking for money. And I remember in that. time period, I was like, okay, I’m going to really challenge myself to get over this. And so at the time I did crowdsourcing. So I came up with an idea of hosting these dinner series where women could come together, network, but it wasn’t a networking group because I’m actually an introvert.
So going to a networking group, like scares the. I tried to not swear right there, but, um, so I thought if you simply share a meal with someone, then it would be a more organic way of simply getting to know them. And of course, conversations of what do you do for work and things like that can not feel so forced and so rigid.
So that’s why I created the dinner series and the vehicle that I used to jumpstart that was through Kickstarter. So Kickstarter, I don’t even know if they’re still around, but they’re just a crowdsourcing company where you do a video and you explain your passion project and then people can pledge and they can donate 50, 500, a thousand, whatever the case may be to help you bring this So at the time this was going to help challenge me in order to ask for money, ask for help.
And, um, I ended up meeting my goal. So I think my goal was like 10, 000 and I was going to host this for a year, once a month. So 12 dinners. And I ended up getting that 10, 000 within 10 days. So I ended up, um, yeah, crowdsourcing all of the funds and then I hosted these dinner series. Now I learned a lot about those dinner series.
So to kind of get back to your question is if I were to ever do it again, I would do it completely different. Um, I think, you know, back then, um, I didn’t really think about, Oh, well now what with these dinner series, because I kind of came in it with the intention of, let me see if I can really challenge myself to ask for help and to really put myself out there and then to get comfortable with that exchange of money.
Like, here’s an idea that’s not even produced yet, but I’m going to be within integrity. I’m going to follow through, but will you believe in me? And will you pledge? And. Then when it actually happened and it happened so quickly, then I was like, Oh crap, now, now what do I do? I got to do this now. So I did do it for a full year, but I I’ll admit Quianna, I wasn’t great at hosting cause that’s, that’s a whole other skill is to really be able to.
And that’s kind of goes back to coaching. One thing I’ve learned about coaching is that it’s all, it’s an entirely different skill to be able to hold that energy. And to hold the energy of the room and people are sharing their stories and you’re putting a bunch of different personalities in one room.
And how do you create this space where everyone’s going to get something from out of this, even though there’s all these dynamics to play with and boundaries, you know, like a lot of those dinners were a little crazy. And so I had to kind of like learn how do I hold my boundaries and how do I stay. As like the leader of this to really create this container.
So I, it’s so funny that you brought this up. Cause I haven’t thought about them being in a long time. And now looking back, I’m like, I could have definitely done that better. I just, at the time was kind of like, here’s this one goal. Then I met it. And then I was like, Oh crap, let me just follow through.
But I didn’t really have enough of that support to really help cultivate it into something bigger.
Quianna: Yes. Oh, I love that so much and you’re absolutely right. I feel like the first thing that came to mind when you talked about pledging was literally being a little kid, like in elementary school and pledging for the walkathons, right?
Like you had to ask your neighbors, you had to ask your aunties and your family to donate money and like, I don’t know, I just, I am always going back to my inner child and thinking, okay, yes, like I can do that. I can do that because I believe I can do this or at least give my best effort. But yeah, it’s getting back to your FM beats and these dinner parties.
I mean, that is a lot to hold for this space, right? You almost have to really tap into your empath energy and to see it and to feel it and to navigate these conversations, to navigate these energy levels, be respectful because I can just see what happens when a lot of women get together, right? Like there’s, there’s going to be vulnerable shares.
There’s going to be maybe even some over shares and, and facilitating that space where people feel safe and feel seen and heard and. and encouraged. I mean, that’s, that’s a whole other podcast. Like, that’s a whole other, like, whole other lesson, right?
Jayd: It’s so true. And I’m not there yet. You know, we just ran a beta program, like another beta program, and it was like a 90 day beauty business accelerator.
And I’ll admit, I, I just didn’t have the words. So I ran this beta program. And again, being an entrepreneur is really the fast track to self growth because you’re going to be challenged in ways I’ve never thought about before. And so I kind of came back to that same theme of there statistically. A lot of the students that were in this program were amazing, but there was one that was more challenging.
And I started seeing the morale of the group kind of going down. Like people weren’t really logging into the calls as much as they were in the beginning. And it really goes to show that energy is extremely powerful and it can, it absolutely influence a room either for the better or for the worse. And so the coach that I’m working with right now, I remember bringing this up to her and just.
Telling her about this program ended and just being like, Oh, my God, this one experience made me feel like I don’t ever want to do this again. But I know, like, I know that that’s not right. Because out of everyone, it was just one person. But that one person can really change everything. And it’s really interesting because.
She just gave me some really great advice and she’s like, you can absolutely hold boundaries and you can absolutely like fire people and just let them know that give them a warning and I would never do it in front of everyone. I would get them on a call privately and basically give them a warning of like, this is how it’s going to go.
And if it doesn’t improve, then I don’t believe you’re going to be In our program any longer, and she said it a lot more eloquently, but growing up in my past, I didn’t have a lot of those role models of seeing adults and people hold energy and hold boundaries and create site safe containers. And have direct communication.
I didn’t have a lot of that. And so oftentimes when I personally hire business coaches, a lot of it is mindset stuff, because as an entrepreneur, you’re going to constantly be battling with your own limiting beliefs and your self criticism and all the things, right. Imposter syndrome, self doubt, all that stuff.
So that’s where coaching is really great because you can have someone really help shift those perspectives so that you don’t self sabotage. Um, but even on that coaching call, it’s like, wow, like literally hearing her words that she’s giving me that I’ve never heard in my entire life, but knowing that, oh, I can say that, oh, that makes sense.
And now I literally have the words in the game plan to then do it differently next time. And I think that’s. That’s so important.
Quianna: Yes. I love that. And I love that you are really bringing to light that there are those leaders out there. Like there are humans that exist that can tell us no very gently and that can teach us how to say no, right?
Because I can’t tell you this is a total side note commercial break here. This is like Quianna Sanchez talking, not Quianna Marie, but like I’ve been to some workshops where and some conferences and some events and some educational opportunities where you can just. Feel like, Oh, this person shouldn’t be here.
Like, right. And it’s not because of their. education level. It’s not because of their experience. It’s not because of anything other than their energy, like you mentioned. And it’s like, oh, like I luckily haven’t been in that position to ask somebody politely to like discontinue or to just leave. But those are conversations we have to have.
I mean, like our moms and our grandmothers and our aunts, like they’re still burnt out. Like they never had a voice, right? Like I’m speaking for myself, honestly, and like my family, but like, You’re right. I didn’t have those role models either. Like we have to be advocates for ourselves to put ourselves in rooms and create rooms that the energy just feels good.
And it’s so powerful.
Jayd: Yes. So that’s where I’m at right now. Like in my business of these are the lessons I’m personally learning is, you know, if, if I want to have a coaching program or a mentorship that has thousands of people in it. That’s a lot of energy to hold. And so right now I’m learning how do I manage my energy and how to manage it better with six people.
So therefore I’m creating that foundation to do 600 or 6, 000. Um, and so anyways, that’s, that’s where I’m at with my business.
Quianna: I love it. And then speaking of energy, I would love to Have you share about your podcast and exactly who do you speak to? What kind of conversations do you have on there? Because I know even just from my own podcast, it takes a lot of energy to plan it.
And like there’s an energy exchange. I know after a day of recording, like all the extroverted juice in me is depleted. So how do you manage your podcast? Tell us more about it, please.
Jayd: Oh my gosh. Well, Quianna, I want to ask you too, like how you do it because you release an episode every week, whereas I only release an episode once a month and maybe an episode like, you know, in a few weeks, like twice a month.
But for me, like when I think about you, I’m like, how does she do it? Because It does. It takes a lot of effort and energy and creativity to think of subjects and things that you’re that you because you want to provide value to your listeners. Um, because time is so valuable, right? So the fact that they’re listening to a 20 or 30 minute episode of their valuable time is huge.
And so for me, My podcast, so the reason why I started my podcast and the why and the reason why I even call it beauty expanded is because I wanted to help beauty professionals dive into the aspects of what we do on a much deeper level and I’m always the rebel like I’m Like I used to always get in trouble.
I was always grounded when I was a kid. And so I’m just not a real follower. And a lot of times when I look at the business coaches and the training programs and the advice and the motivational rah, rah, rah in my industry in particular, I hate it. I hate hustle culture. I don’t believe in it. I don’t believe you have to work harder in order to make more money.
Like I’m like the question or I’m the person that questions everything. And so I wanted to create a podcast that really challenged hustle culture. And I wanted to give people different ways and perspectives to shift in order to create a business on their terms. And so I’m like, even when I think about Instagram trends.
I don’t follow Instagram trends because that’s a full time job in itself and it’s constantly changing and it creates so much pressure and obligation. And then I’m like, whose business am I running? Instagram or mine? And so that’s why I created my podcast. So it’s really for the person who is into spirituality.
It’s the person that is into personal growth and mindset and wants to build their business. In their own way, in their own individualistic way. And so that’s what BD expanded is all about.
Quianna: So incredible. I love that. And I can attest to that where I have questions. I’m so nosy. I want to know these things.
I want to cut through the fluff and I couldn’t agree more. That’s why I started Kiana Marie Weekly is because this is a podcast that I wish existed 15 years ago. Like I wish we could have these real and raw conversations and I’m. I’m just so excited for you and all of your listeners that are learning the, the woo woo and the work, right?
Like, I love how you mentioned the spirituality, but then also the strategy and also the information that’s going to help them transform their lives. And, and. And create it from a place of love and encouragement. Cause I feel like sometimes I can have a big sister vibe where I say things and I’m like, just trust me.
Okay. Like, I feel like DJ Tanner, like the big sister, like just do what I say. Cause I know what I’m doing. But, but we have to step back into that coach role, kind of bringing this conversation full circle. Like we just have to be the guides, right? Like we are sharing our experiences. We’re sharing our love for our business and our industries.
And most importantly for our clients. And so I’m just. I’m just so happy for you and your podcast and your business. You’re thriving and it’s just such a joy to know you.
Jayd: Oh, thank you so much. And I loved everything about today as well. Like I feel so lucky that I got to spend what, like an hour with you.
so much.
Quianna: Yes. Well, before we close, I love asking every guest, please tell us Jade, what is one key tip that you wish you knew sooner?
Jayd: There’s actually two things. So one is. Your business can only grow to the level of problems you’re willing to solve. Wow. Mic drop moment there.
Quianna: Okay. That’s going to be a quote.
Okay. I love it.
Jayd: And then the second one that I’ve been really playing around with, like, how can I bring more play into my work? So this year has been the year where I’ve really challenged and this could be like an episode all on its own But I’m like, let me try this on for size So my mentor always says the less you do the more you make and so this has been the year where I’ve really Scaled back and I’m like, let me just try this on for size because I know how to hustle.
I know how to grind it out. I know how to make money and work six days a week. I already know how to do that. So I could always fall back to that, but it is burning me out. And so this year has been the year where I’m like, okay, let me just try this on for size. And. It’s really, really interesting because it’s bringing up a lot, but at the end of the day so far, we’re, we’re, we’re what, like the first quarter of the year already?
I can say that I actually am making more and doing less than I ever have before. So, I wish someone would have told me that way sooner, um, and I’m having a lot of fun experimenting with that right now. But it’s, It’s, it’s wild.
Quianna: Oh my gosh.
Jayd: Cause it’s like the opposite of what everyone else does. And so it’s been really, really interesting, but yeah, I’ve literally been like, let me just try this on for size.
Cause what do I have to lose? I know how to go back the other way.
Quianna: Oh my gosh, I love that. Those are both incredible tips. And like I’ve always said from the beginning, business is business and you will forever be in business as long as you’re solving problems, right? Like literally, like you are delivering answers, you’re creating results, you are creating these transformations for your clients.
So that right there, of course, like you will never run out of business. But I also love that it’s actually tapping into this thought of Yes, but I have problems to like I’m like answering and fixing these problems in my own limiting beliefs and in my own fears, right? So, oh my gosh, these are all so good, Jade.
These are perfect. Well, thank you so much!! Thank you!
How can we find you? How can we work with you? How can we connect? I know you’re local here in Arizona. Um, but if anybody is listening, ready to invest in your education and just learn from you, you can learn so much from you. How can we be your best friend?
Jayd: Oh, I love that. So if you are interested in learning how to get into paramedical tattooing, um, I would say the best place is actually to check out either our podcasts or our YouTube channel. We have so much content out there to really give you a better understanding of what the industry is all about and then what type of person actually is successful in this industry.
So that would be the first place I would start. And then if you’re a client interested in. Learning more about some of the camouflage modalities that we offer then the best bet is studioconceal. com. Um, I’m probably most active on Instagram, even though I’m like on Facebook and TikTok and YouTube and Pinterest and all that stuff, but I’d say I probably engage more on Instagram.
You can go to Instagram, or you can just go to our website directly where you can see our portfolio and stuff.
Quianna: Incredible. Well, thank you so much, Jayd. I’m so, so grateful for this conversation. I literally learned so much, so I need to go back and listen and take notes. So thank you so much for your time and sharing your wisdom.
We appreciate you so much. Oh, you’re welcome.
Jayd: Thanks so much, guys.
Quianna: Oh my, I told you this was going to be a good one. This is seriously my favorite part about podcasting. I love introducing you to my favorite businesses and sharing the heartbeat behind these success stories. Jade also hosts the beauty expanded podcast focused on empowering beauty entrepreneurs to establish themselves as authorities in their field.
Rather than hustling harder, Jayd provides insights on creating internal value to transform businesses in meaningful ways while achieving work life fulfillment. Even if you’re not in the beauty industry, Jade offers valuable content, business lessons, and tangible marketing hacks. Make sure to follow along with Jayd on every platform online by searching Studio Conceal.
That’s Studio Conceal on all major platforms. We wish you nothing but success on your business journey and look forward to watching you win. If you love this episode, please share with a friend. All of our businesses grow best through word of mouth and sometimes a quick copy paste and share is the best way to help us all connect and expand.
Thanks so much for your time today. Can’t wait to chat next week. And in case no one has told you today, you are overqualified. You are enough. Bye bye. You might just need a nap and a break from your phone. Seriously, put your phone down, take a quick rest before you ever, ever quit. And you are more than capable of making your dreams come true.
Keep on dancing, baby. Chat soon. Okay, love you. Bye!
That’s a wrap on another episode of Quianna Marie Weekly. Thank you so much for your listenership and support. You can find the resources and show notes for this episode and more at QuiannaMarie. com. I’d be honored if you’d show your support by leaving a review and rating on your favorite podcast app until next time, keep on dancing.
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