Med Spa Marketing · Med Spa Magic Marketing
He Called It an Agency. In Hindsight It Was Just His Job.
Ricky Shockley had about a dozen clients and no idea where the next one was coming from. He rebuilt around one industry and a predictable way to acquire clients, and took his legacy agency down to almost nothing on purpose.
Ricky Shockley on why he rebuilt his agency around one niche.
Read the full interview transcript
Full transcript of Josh Nelson’s interview with Ricky Shockley. Lightly edited for readability.
Ricky Shockley: Quite literally, our agency has completely changed since joining Seven Figure Agency. Our income has improved. We've been able to do more with charity and giving. My name's Ricky Shockley. We're in the med spa space, and our agency's called Med Spa Magic Marketing. Before joining Seven Figure Agency, we were probably at about a dozen clients, and I called it an agency, but in hindsight it was just my job. It wasn't really an agency. And now we're at about forty clients doing close to a hundred thousand dollars a month in revenue. The main challenge I was facing when we joined the group was that we just didn't know where our next client was coming from. There was uncertainty. It was word of mouth and referrals, and that doesn't really make scaling and growth very predictable. Quite literally, our agency has completely changed since joining Seven Figure Agency. We took our legacy agency, which was my job. That's borderline down to zero. We still have a few clients that are on our roster, but the majority of our growth came from everything that we learned from the people, the mentors, the coaches, and the systems that are taught in this group, and we're super grateful for Josh, Yesenia, and the whole team. My favorite part of being in Seven Figure Agency is the fact that you have a live time focus group of other people that are doing exactly what you wanna do to bounce all of your ideas, your questions, your concerns, different paths you're exploring off of, and I couldn't even put a price tag on that. It's invaluable to the decisions we're able to make to grow our business and to do better for our clients. I would say the main benefit of the live events, we learn a ton. There's tons of actionable insights. Like, I have a whole n- notebook of things that I wanna do and action steps I wanna take when I get back. But I think most people would agree with this, the motivation. You have a fire in your belly when you come to these events. And half of us, by the time we leave here, we can't wait to get back to our computers and to implement 'cause we have clarity and confidence that these are the things that are gonna allow us to grow our agencies. The growth of our agency for our lives personally, it gives us more flexibility. Our income has improved. We've been able to do more with charity and giving. And so I think it's a ripple effect from the owners, the team you're able to impact with salary increases and raises and benefits, and the lives you're able to impact in your circle, the impacts that you have on your clients' lives, and then ultimately your community. And, yeah, I think it's a massive ripple effect, as Josh talked about, the stuff that comes from the success you see through Seven Figure Agency. In the next six to twelve months in our agency, I'd really like to achieve Titan status, so I'd like to do that as fast as possible, and to me, that means being the face of the brand, continually focusing on marketing, sales, and growth. So I'm confident we can do that, just a matter of time. If you're on the fence about joining Seven Figure Agency, I would not only do it, but I would commit to doing it because there's no chance these strategies don't work. It's not gimmicks. It's not tricks. It's tried and true tactics from successful agency owners that they've used to grow and scale their businesses. So really committing to the process, put- having your back to the wall and saying, "I'm gonna do this. There's no way out," I think success is inevitable.
A Job With Extra Steps
Ricky is direct about what he actually owned before he made the change.
The specific problem was not effort or skill. It was that he had no idea where the next client was coming from.
Referrals are a wonderful thing to have and a terrible thing to depend on. They arrive on someone else’s schedule. An agency whose growth is governed by whether somebody happened to mention your name this month is not really a business you control.
The Rebuild
Ricky committed to the med spa niche and built the systems underneath it. The part most owners would find hardest is what he did with the old business.
He took his legacy generalist agency, the one that had been his job, down to almost zero. A few clients remain on the roster, but effectively all of the growth since has come from the new model rather than from stacking new work on top of the old.
Med Spa Magic Marketing now serves about forty clients and is close to $100,000 a month.
What He Points To
Asked for his favourite part of the program, Ricky does not name a tactic. He names the room.
On the live events, he makes a distinction worth noting. He fills a notebook with actionable insights, but says the thing most members would actually agree on is the motivation, and the clarity and confidence about what to go and implement.
What the Growth Bought
Ricky frames the outcome as a ripple. More flexibility and better income for the owners. Salary increases, raises and benefits for the team. Better results for the med spas they serve. And more capacity for charity and giving, which he mentions before he mentions his own income.
His next target is TITAN status, the level for members running multiple seven figures, and his definition of what that requires is being the face of the brand and staying focused on marketing, sales and growth rather than delivery.
Ranked #2 on TopMarketingAgencies.com
Med Spa Magic Marketing is ranked #2 among Med Spa agencies on TopMarketingAgencies.com, the editorial directory of the best niche marketing agencies in the country. Listings are editorial, not pay to play. Agencies are scored on niche depth, tenure in the specialty, client retention, verifiable results, and transparency, then re-scored every year. You can read the full profile on the Med Spa Magic Marketing listing or see how the category stacks up on the top med spa marketing agencies page.
Own a Job or Own an Agency?
Ricky had a dozen clients and no predictable way to get the next one. The difference was a niche and a system, not more hours.