Your Guarantee Is About More Than Money

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Your Guarantee Is About More Than Money

By Sandi Krakowski

The first time. It’s a full gamut of emotions. You might judge yourself, check your copy, feel like you’ve failed or worse yet, be mad. Furious! You might even want to challenge the situation!  What am I talking about? The first time someone asks for their money back.

If the first place you look is your bottom line, I’m going to challenge that perspective today.

Reading through the archives of our newsletters it doesn’t take a rocket scientist to realize that we’re serious about our customers and passionate about what we do. 

A casual reading of our mission statement shows that our focus is always our customer. Delivering the best service, at the best prices, with the best guarantee. It’s a business plan with a long term focus and it’s rewarded us handsomely!

With less than a dozen returns each month, and thousands of sales, you might be shocked to find that we get very few money back requests. We get even less complaints and disappointment letters.  For today’s discussion, let me share with you five key factors that I believe hold our guarantee and our profits solid.

1-Mirror Your Mission

Our mission statement can be found here: A Real Change Mission. In this mission statement you can see that we align ourselves with the best in the marketplace, we seek to be the best in all that we do and we attract some of the best customers the world has to offer. 

When your return policy and guarantee on your offer is mirroring your mission statement it’s not hard to put things into place. Create a “Standard Operating Procedure” and have full confidence in it. 

If you mirror your mission statement you’ll remove entitlement, cutting corners and shoddy practices instantly. Sadly, we’ve all seen guarantees that don’t mirror a ‘so-called mission statement. Our data shows that this isn’t the case with A Real Change. 

Mirror your mission statement and you’ll have fewer refunds. 

2-Serve With Excellence

What is excellence? Well it certainly isn’t showing up in the government lately! But before you think I have any interest in having a political discussion, think again. Excellence is defined by Webster as: setting a high standard, known for being excellent. Related words are:  choiceness, distinction, excellency, first-rateness, greatness, perfection, preeminence, primeness, superbness, superiority, supremacy. 

Is your company known by it’s first-rateness? Are you known for being preeminent in the marketplace, set apart by greatness because of the way you treat people? If you are, you’ll have a supreme, known for it’s greatness, guarantee.

Sadly, the standard being set lately is ‘do what you can’ and hope it works. The philosophy of ‘getting by’ has nearly run over the standard of excellence so many of our leaders in the past deemed normal, not above the average.

A choice distinction will set you apart in the marketplace so highly that even if someone does ask for their money back or has to return something you won’t lose a customer or a referral. 

3-Ditch The Dough Heads

Be prepared, just because you live and act in excellence and serve others with a choice ability above the norm doesn’t mean you won’t have a few dough heads visit your establishment. Or in plain English, idiots still shop online. 

My normal mode of operation is to not get into heated debates, squabbles or even conversations with people who have no standards and make it their aim to infect their miserableness in the earth. You know, people who buy products, never even use them, ask for a refund 6 months later and think you should have pity on them? Yeah. That kind of person. Or the one who says they’ve ‘fallen on hard times’ and you should give them their money back 4 months later. Try that at Target. Whatever… 

They can show up on your website, flood your email, attend your classes and even pay for a plane ticket to your live events! But this doesn’t mean you have to roll over, play dead or even get defensive for one second. This is where you must shine and they must falter. How do you do that? Give them their money back. Give it fast, give it with a smile and a blessing and be on your way. Sometimes, you might want to remind them that what they’re attempting to do is against the law- it’s call fraud. Other times, just give them their bloody money back, wipe yourself off, and go make some more. 

In some rare cases, you may wish to give a referral to such dough heads, to your competitor. Because most likely they are from the same crowd. 

I’m very grateful that like breeds like and that these kind of interactions are very few and far between in my career. But let me add this snippet of wisdom, “Answer a fool according to his foolishness and you will be like him. (or her)!” So rise above, be excellent and go serve the rest of the millions who are not of such low degree.

4-Clobber Your Competitors

How you treat your customers could not only make or break your business but it could equally make or break the success of one of your competitors. 

If you spend any amount of time reading our materials you’ll soon find out that we don’t spend much time worrying about our competitors, knockoffs or copy cats. People can’t copy who you are, your heart and soul. But the truth of the matter is, there is a higher level of competition the higher you go.

My main motive in business is not to put someone else out to business, but it is to serve at such a level that we organically and naturally rise above and to the top.

One of the best ways to bring a healthy dose of competition to those who are in your niche is to serve with a guarantee, policy and heart that no one can touch. Be yourself, give from your heart, live from your core and you will, ladies and gentleman, clobber your competitors.

There’s no sword of war quite so sharp as being true to you. Your customers will love you, they will be loyal to your brand and they will recommend you to everyone they know. Give with your mission, your excellence and a guarantee that is flawless and you could be the inducer of insomnia to those watching on the sidelines. What  a sweet and ethical victory that will be. I’m sure you agree!

5-Blueprint Yourself And Your Sincerity On The Heart Of Those You Serve

Lastly, but definitely not least is the case of creating long term business relationships. 

Invest into yourself, your skill & who you are… and rise to the top of your niche! Rise with excellence and honor and YOU my friends will stimulate the economy in a way the Federal Reserve could never touch!

The things that make a strong economy are the same things that make strong relationships. In your marketing, your branding and more,  blueprint yourself, the sincerity of your message, the excellence in which you serve and the honor that you live in, on your customers heart. Your customers will follow you anywhere.

We used to live near a large Amish community. These are hard working people who build houses in groups in less than a week, work from 3 am- 10 pm without complaining and take very seriously the relationships they have with their customers.

One day as I went with my boys to a local farmer to get some fresh dairy products, I asked him what the most important key to his business was. I’ll close with his profoundly insightful words,

“Your customers are everything. Without them, there’s no one to drink your milk. The cows don’t amount to anything if there is no one to serve. We’ve built our business one family and one serving at a time.”

A falling economy won’t even matter to you if you apply these to your company policies and standards. Let’s rise above, serve with more and make a big impact in our world, with the work of our hands and the service of our businesses!  
With love,
Sandi Krakowski  

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The Legal Side Of Copywriting, Marketing, Email Marketing and More

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The Legal Side Of Writing (AND Teaching) For Your Business
By: Sandi Krakowski

When I began my first business it was important to understand trademarked names, phrases and logos. We had over 400 kitchenware products we were drop shipping and while most vendors and dealers gave us unlimited permission to use the graphics and images in our online and printed catalog, some required that we only use 2-3 images at the most. This occurred when a vendor also sold the product we purchased from them for resale on their own company websites or catalogs. Limited use is the phrase for only permitting someone to use images and descriptions in a limited way. 
Many times I used the phrase, “The Art Of Bread Rising” in my marketing and was advised several times to have this trademarked or copyrighted. We never did and I honestly didn’t care who used it. No one could compete with me and how we did business anyways. That isn’t an arrogant statement it’s just that people are loyal to people in business, and the way I ran my eCommerce stores was very unique. 
So where do you draw the line between what you should protect, what you can’t use that belongs to someone else and the wide range of imaginary protection some companies use that aren’t even legal in the first place (like over-inflated non-compete contracts)?
When it comes to trademarked names, phrases and images it’s a good idea to check the Trademark Database. Here’s an example- a picture of a bull wouldn’t be copyrighted or trademarked, that would be foolish. Using a photo of a bull is too common. But a picture of a bull with a line through it and the words, ” No Bull” are a trademarked image used by the legends in Direct Response Marketing and Copywriting, Dan Kennedy and Bill Glazer. 
Trademarks aren’t hard to find and sometimes you can even ask for permission to use something and it’s no big deal. You might stumble upon a JV deal or affiliate product you want to add to your marketing, and the vendor or product creator will gladly give you usage.
When you do catalogs online or offline, ask for the images directly from your vendor. Even when you do JV deals, promote a book or a product from someone else, just ask for the images you can use. That’s easy to do. People are happy to provide them and respect the integrity it takes to ask.
The legalities of copywriting and writing ad copy is pretty significant. 
I surely don’t want you to turn into a paranoid writer but be mindful of these rules.   You can get a good overview of what they are here from The American Writers And Artists Inc.  This book shares what you can and can’t say in copy and how to be wise.  However, If you aren’t looking to make 6-7 figures AS a copywriter I don’t think you need this book. 
LISTEN UP, though…… if you are selling weight loss products, for example, you might find it important to note that in this book you’ll see that outrageous claims, misuse of testimonials and stating things that can’t be scientifically proven could fry your butt (and your company!) in the long run.
I worked with a company years ago that had one of the best products on the market. 
This product literally flew off our shelves. Branding happened almost instantly because of the results people got. Then they made some foolish mistakes and didn’t watch what people were saying. When you called their corporate office to order a bottle of the amazing liquid supplement you heard story after story of miraculous events occurring because of the ingestion of said product. This went BEYOND just testimonials and now they were advertising health claims, miracles and more.
Don’t get me wrong, I do believe many natural products can heal the body. I take several every single day. But to make a claim that something cures cancer, kills cancer cells, makes every single person who takes it drop 5 dress sizes in 24 hours is just not a good thing to do. Not to mention it breaks a very big copywriting rule that will ruin your conversions- it’s UNBELIEVABLE! Just because something is fantastic doesn’t mean the average person will want to buy it. Keep it relatable, easy to use and you’ll see more sales. No exaggerations needed!
Legal rules in the marketing of nutritional supplements is important to understand. Easy remedy- listen to what your company supplier tells you if you are in direct sales and honor those recommendations. They have a lot more at stake than you do. But pay attention when someone goes off the deep end! The company we worked with mentioned above went out of business with a $ 3 million dollar lawsuit and an FTC fine. Yikes! 
Back to trademarks….. I’ve often heard it’s better to ask for forgiveness later than to seek permission from the get go. Whoever came up with that statement was a nut! ASK permission and avoid a law suit. 
Don’t copy what others do.
Just because someone else was very successful using a phrase or word in their copy doesn’t mean you can copy and paste it into your campaign. Especially if they used someone else’s trademarked product, slogan or graphics. 
In closing here are a few tips:
1.  Be careful you aren’t using someone else’s trademarked logo or graphic or phrase. But don’t be paranoid about this topic.
2.  Remember that original ideas might not always be the best thing to come up with. Most successful businesses are built on someone else’s idea that had a unique selling proposition attached to it.
3. Just because someone has a ton of contracts does not mean they are in control.
4. Build your business, fan the flame of creativity in everyone around you, and work together as a team to get the best results possible.
5. Don’t steal someone else’s trainings. Remember as well that when someone teaches a class and you take that lesson and teach it as your own, charging people to learn from you, not only is that copyright infringement, it’s a licensing violation and could end up costing you MILLIONS of dollars in fines. Teach your own classes, in your own way. Be brilliant and use the skills God gave you. No one gets ahead stealing. 
Don’t get into trouble with a trademark!
Kick your business into higher profits by being yourself in marketing, being creative and understanding good copy sells because the words trigger a buying response, not because someone else’s trademarked image (or content!) was used.  
With love,
Sandi Krakowski

P.S.   If YOU need some help in your business coming up with creative content that converts OR you want to build a career around managing other
people’s content as a social media manager, my class that is coming in May is almost sold out! Get a seat now before it’s too late! 🙂  (The one who delays
always stays. JUMP! Get a seat!) 



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Will This Work? Jumping In With Both Feet As A New Business Owner

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Will This Work?

 Jumping In With Both Feet As A New Business Owner

By: Sandi Krakowski


When we start a new business so many questions can run through our mind. Things like: 

“Will this work?”

“Is this something I can make money on?”

“Should I be doing this?”

…..are just a small sampling of the common questions that can plague the new business owner. Imagine if you will, that there is a coach who knows everything. They can just look at an idea and know if it will fly. Let’s say there is such a coach who anyone can bring their their business plans to. This person is able to tell others, “Yes that will work and be very profitable” or “No that’s a failing idea and that won’t work at all.” Such a coach, if there was one, would dominate the marketplace and be the “Go To” person of all business owners. Rest assured, there isn’t such a person. No one knows what can work or not work, what will be profitable and what will not just by reviewing documents and ideas from beginning business owners. 

Back in reality however, there are a few things every new business owner must take into consideration before putting their eggs into one basket believing their great business idea is going to build millions-

1. Market Research– it’s so important to know the climate where you wish to launch your business. Here’s a big key- is it being done by someone else already? If it’s not, there’s a very good reason for that. Because it won’t work! You want to find successful and profitable business models and then add your unique attributes and ‘spin’ to things. This is how you come up with a million dollar idea. Do something others have done but do it so uniquely YOU go farther! 

Let’s say you want to sell lambswool baby rugs for inside of a crib. My son had one of these as a little guy and it was very beneficial to him. It helped him sleep longer, have less tummy issues and he grew up loving it even late into life. Today, he even has a lambswool pillow case!

Begin doing research on where these lambswool items are being currently sold. Look at all the websites you can find. Do research that leaves no stone unturned. (like hours worth, not just one day!) Become so familiar with what is out in the marketplace with your perspective niche that you can tell the pros and cons in your field. 

Who is the best? What are the mistakes people are making? What are customers asking for? This can lead you to something very unique. Find the need that people have and if it’s within your ability to do so, fill it. Give an excellent experience with the purchase. Offer incredible customer service. Really care about your customers. This my friends is what a good business is made up of. 

2. Current Demand – Can you fix a problem and do it in such a unique way that everyone wants to be a part of it? Take fitness, for example.

Fitness is common, right? But dancing and doing choreographed kickboxing moves are not! Chalene Johnson has created many videos and DVD’s that BeachBody sells all over the world. She took a common thing- fitness and dance and created an uncommon solution. It’s fun and people love doing it! (Including yours truly!) 

Here’s another one- Teaching people how to blog, use WordPress and build a website with a small budget is not uncommon. But most of the current training venues out there, courses, books, DVD’s and videos, are all full of ‘geek speak’ that confuse people half to death!  We decided to “KISS- Keep It Simple Silly!” and have been hugely successful with our step-by-step courses that range from WordPress, to Web Copywriting, to Email Marketing and more. Growing a business with more than 80,000 clients in under 9 months we started and that later grew to over 1.8 million clients PROVES it was an ‘in demand and a unique offering’ people love!

3. Financial Considerations– It makes me very concerned when people purchase training courses and business opportunity kits like they do a lottery ticket. Now I’ve built businesses and pulled myself out of massive debt, but this is different. Making a decision to buy a business opportunity so that you can work hard real fast and pay off your past due bills is really not wise if you’ve never run a business before… or worse yet know nothing about business.

Learning to develop your marketing skills, write amazing copy, how to speak to your ideal client, write a blog and market any product is more important than anything else you could learn.

It’s going to take some money to learn marketing and start a business, so be prepared to invest some money. But if you put your marketing training above anything else it has been my experience that people begin to earn a profit MUCH more quickly than if you put it last. 

 Many new business owners get so caught up in the idea phase of business they forget that more important in all of your business building activities is Marketing. Even a ‘brilliant’ idea can fail if marketing is not done correctly. Sometimes a ‘not so good’ product can do well when marketing is done amazingly!

This is one of the biggest reasons why I created my entry level of our Inner Circle Mastermind, where the focus  of our program is marketing. It’s not a website assessment, audit, counseling session for dreams or hand holding to creating new ideas- it’s a strategic step by step online marketing mentorship putting into the hands of a beginner the keys they need to market and be successful online, QUICKLY.

When we understand what it takes to get a website up and running, how to craft a great opt in offer, write auto responders that build rapport and connect for us with our prospective clients 24/7, write newsletters, create amazing sales page and set up a shopping cart- the reality is this- we’ve now covered the hardest part that so many people miss. Finding the right product or service is actually much easier!

When we get our marketing in order, and we we learn how to launch something into the marketplace, find our ideal client, create a tight-knit growing list, offer and message, than the issue becomes, “What do we sell?”  Far too many times people spend most of their time in product development phase and they present something to the marketplace without any marketing abilities or without even knowing if the market wants what they have. Worse yet, they have NO ONE to sell to.

“Will this work?”  It’s the question every business owner asks themselves. A better question would be, “Do I know how to market this?” Now that you know what to begin in your online business career, finding the ideal product and service will be a lot easier. Because a big part of marketing is finding your ideal client and everything they need.

With love,

Sandi Krakowski









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