1. You want more new patients

2. Other med spas want more new patients

3. Other med spas are actively advertising to get more patients

4. For YOU to get those patients (instead of your competition), you need a compelling REASON WHY. Why you instead of them?

5. Your Google reviews or reputation alone most likely won’t cut it. Your competition all have good reviews and reputation.

6. Your fancy machines or skilled providers aren’t a good "reason why" either. Your competition has similar machines and good staff.

Reasons 5 and 6 ARE compelling, but a scrolling internet stranger does not care as much as you think.

They don’t know enough to care. YOU know enough to care. They don’t.

Your “reason why” needs to compel strangers, not you.

Until now, there have been 2 traditional approaches:

Option 1: "Hedge your bets"

• Offer a weak 10% OFF or FREE consultation offer

• Worked 10 years ago

• May work if you’re lucky, but most often will produce very expensive appointments

Option 2: Groupon offer

• Ie: $8/unit of Botox, 80% OFF LHR

• Seems desperate

• No one wants to do this

Creating unicorn offers for your med spa is like baking a cake.

Baking a cake involves combining multiple “commoditized” ingredients into something that can be sold for a value greater than its parts.

Let’s say you bake a cake. Here’s a cost breakdown of the ingredients:

White Sugar (1 cup): $0.30
Unsalted Butter (½ cup): $1.75
Large Eggs (2 eggs): $0.42
Vanilla Extract (2 teaspoons): $0.67
All-purpose Flour (1 ½ cups): $0.19
Baking Powder (1 ¾ teaspoons): $0.09
Milk (½ cup): $0.22

TOTAL COST: $3.64

If this cake were displayed at Whole Foods in nice packaging, people would be willing to pay around $30.

$30 is much higher than $3.64. The perceived value of the cake is much greater than the sum of the ingredients.

What if the cake was priced at $15? A bargain. You’d have no problem selling it.

Now let’s apply the same principle to creating an offer for Botox.

Botox is a commodity, much like eggs or butter. This is why if you sell units of Botox, you’ll likely get “price-shopped”.

Instead, what if you combine Botox with other “ingredients” to create an offer?

10 Units Botox: $150
Dermaplaning: $100
B12 Shot: $50
Skin Analysis: $50

Total cost: $350

You then call this offer the “Forever Young Injection Package."

The perceived value will be $350 or above.

If you price your offer at $97, it will be very desirable and may even go viral like one of our client’s ads below:

YES, this ad booked in some bargain hunters. That’s fine.

It’s also booked plenty of normal, pleasure-to-deal-with folks.

It’s also booked some wealthy, high-end patients who will go on to spend $10,000’s.

Yes, rich people like a good deal as much as anyone else. 😉

We have plenty of clients who advertise offers priced at $300 and up.

In our program, we have options for advertising low-ticket and high-ticket offers.

The biggest takeaway is this: You do not sell Botox, Sciton BBL, HydraFacial, or [insert any treatment you offer].

You sell unique solutions to your clients’ problems that cannot be found elsewhere.

When people have a problem and perceive YOU as the only one who can solve it, they will pay.

Content is the thing you are selling, and context is everything else that surrounds the thing.

The best way to think about this is a glass of water. The water is the context and the glass is the context.

CONTEXT should not be overlooked when evaluating the performance of your offers!

This is why two clinics can advertise the same offers and get radically different results.

In this program, we help you master both the context and the content so you can get the best results possible.

90% of clinics we work with resist running low-cost offers like the viral $97 Botox ad in this article.

This is because they:

1. Don’t want to attract price shoppers.

2. Don’t want to be perceived as a “bargain clinic.”

If these are your thoughts as well, please consider the following:

1. People who have money still like a good deal. Many people are rich because they are frugal.

2. Groupon offers tend to be heavy discounts on individual treatments. We don’t recommend this strategy as it further commoditizes your services. That’s why we “bake a cake” by combining different treatments. We then discount the entire package and give it a unique name. This is how we make offers attractive without damaging your price integrity or reputation.

3. Many people try to “weed out” price offers by instead offering 5-10% discounts on expensive $1000+ treatments. Since this isn’t an attractive offer, you will spend 5-10X more on Meta ads to bring in the same number of people. The money you thought you were saving by avoiding discounts instead gets spent on expensive, low-performing ads.

4. A certain % of price shoppers is inevitable when you run Meta ads, no matter what offer you run. The correct strategy is to “cast a wide net” with super attractive, low-cost offers. You then “weed people out” with our AI Oracle follow-up system and collect a credit card deposit to secure the appointment.

5. Some price-shoppers will still slip through and book an appointment. Simply use these appointments as opportunities to improve your sales process. It’s hard to build a bullet-proof sales process if you don’t have any hard-to-sell leads to practice on.