blogging Archives - Sandi Krakowski, Building Brand Equity For Small Businesses

Marketing And Mind Control- The Main Focus Of Headlines, Content And A Powerful Call To Action

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Marketing And Mind Control- The Main Focus Of Headlines, Content And A Powerful Call To Action

By: Sandi Krakowski

The goal of all marketing is much different than many new business owners might think. As I've asked this question through social media and on my coaching calls, answers varied from:

  • To get my product out there
  • Find my ideal client
  • Speak my client's language
  • Sell something

to things as wide and broad as:

  • To beat my competitors
  • Be the best
  • Make money
  • Give you an offer

As we can see from just these few short replies, very few new and beginning business owners understand the focus and the goal of successful marketing campaigns.

The goal of every marketing campaign is to create or change a belief.

The headline, lead, opening statements, bullet points, proof, you name it…. is all aimed at one thing- can I get you to change or alter your belief about something.

When we write a marketing campaign, create a Pay Per Click ad, position ourselves through our blog or communicate to an audience through social media, the goal is to influence and change a belief. Whether it's in changing the belief to something positive or changing the belief so that our client understands the pain they are in on a daily basis, as in the case of skincare, weight loss, lack of sleep or other ailments, the goal of our marketing is to touch the belief and change it.

Let's look at weight loss….. our focus has to be creating a certain level of pain for the reader so that they will make a decision, in a very non-painful way, to no longer live in and with the misery of being overweight. Most people want to completely avoid dealing with how overweight they feel! But when it comes to really feeling the pain to the point that a decision is made to end the trap and go in the opposite direction, this is the focus of marketing in the weight loss niche.  Getting people to change their habits isn't the goal- getting someone to make a commitment isn't the goal either! The focus is to get someone to make a decision to go in a new direction, with a specific first step of buying our product.

Another niche to consider is acne cremes and facial programs.

To simple say, "You won't have to have acne any longer" won't work! We'll need stories, strong emotional pull, the ability to open up with our client, let our customers share their story and their pain… the selling process then becomes very normal and effortless. People who are afraid to look in the mirror and face their abscessed face are now dreaming about their next step with our products. The natural course of events will then be to pull out the credit card for payment.  

It's important to move in integrity, to not make claims we can't back up, to have real stories and real people, otherwise we, the marketer, will be the one with pain! But if we can create a result, no matter how small initially, we'll have clients who then market for us, in the same way we do with an even stronger emotional appeal!

A few years ago, I had the honor of meeting Lenny Lieberman, the man responsible for the success of the informercials at Gunthy Renker, the marketing team for ProActiv. He impressed me so much I'd like to share with you the 10 Commandments For Leadership at Gunthy Renker for your reference. 


1. Thou shalt take risks. 

Risk is a prerequisite for success. So feel the fear and do it anyway, and know that every entrepreneur before you has felt the pang of panic at one time or another. The trick is to fight the fear with four simple rules. Research your ideas extensively. Keep your goals clear. Invest and re-invest, and never be afraid to try new things. Soon your fear will be replaced by financial fortitude.

2. Thou shalt make nice with your competitors. 

The old law of "you wash my back, I'll wash yours" is just as applicable in our modern age. Asking competitors for help will reap unparalleled rewards, from getting invaluable advice (especially on new ventures) to combining your forces for mutual benefit. When it comes time to return a favor, brokering a deal for a competitor will allow you to cut in on their profits. It's a win-win situation.

3. Thou shalt pick the right people. 

The people you surround yourself with will often make the difference between profit and perish. Choose partners who offer varying perspectives to cover all your bases. Surround yourself with people who are talented, forward thinking, conscientious and loyal, and you'll create an unbeatable team. Finally, take your time to find the right people – it will be time well spent.

4. Thou shalt have a BlackBerry® that is fruitful and multiplies.   (Sandi notes- I'd choose an iPhone )

Go out of the way to forge relationships with agents, vendors, competitors and colleagues because you never know where your next opportunity will come from. Networking works so keep your rolodex updated and don't let it gather dust. Seemingly unnecessary meetings and contacts today can turn into valuable contracts tomorrow.

5. Thou shalt welcome change. 

Even the subtlest tweak to your pitch, packaging or ad campaign can have a dramatic impact on results. A new headline here and a bumped-up offer there can turn a ho-hum seller into a hit. Be objective and ruthless in your analysis and discard whatever doesn't work. Finally, when re-introducing a tried and true product, change its look but leave the goods alone.

6. Thou shalt master the multimedia marketplace. 

Don't stop at television. TV creates interest in a product but a broader multimedia approach ensures maximum profits. Bolster infomercials with traditional commercials, home shopping appeals, print ads in key publications, catalogs, direct mail, Internet sales, and other efforts. Consider new products in light of their full multimedia potential and always be on the look out for new media to tap into.

7. Thou shalt join and lead thy trade association. 

A leader leads, so be on the frontlines especially in the heat of battle. In 1990, Congress and the Federal Trade Commission were about to impose a legislative straightjacket on the infomercial industry in response to incidents of fraud and abuse. Asked to testify before a Congressional subcommittee, Guthy-Renker took the initiative to form a trade group that would voluntarily police the industry. Today that group, known as the Electronic Retailing Association, serves as the ethical compass for the direct response television industry and Greg Renker remains its Chairman Emeritus. Because Guthy-Renker was unafraid to lead, we garnered greater respect and prestige among our colleagues, government, and the world.

8. Thou shalt build on thy company's brand name at all times. 

Get your name out there, but cultivate the right image from the get-go because once the public has a perception about you it is nearly impossible to change it. Inspire consumer recognition and trust by associating the name of your company with each product and program, in effect selling your company as aggressively as your products. Be willing to be visible, even if it means taking a hit for your industry. The result will be that competitors and customers will think you are bigger, better, and more powerful than you might actually be.

9. Thou shalt not limit thy upside. 

Don't bet the farm on fads. Look for products that sell indefinitely to the largest and most reliable audience possible. Do your homework and go the extra mile to find products with the greatest multimedia potential. Be on the lookout for new capital sources but remember that not every opportunity is your opportunity, so don't be afraid to pass.

10. Thou shalt be prepared to toss out these commandments and start over! 

Adapt, adapt, adapt. The direct marketing industry changes on a daily basis. The only eternal rule is to keep your ear to the ground and your antennae up at all times. Stay ahead of and capitalize on changing trends. As your company evolves, so must your corporate strategy. Don't fall in love with a business plan because it will only break your heart.

(c) Gunthy Renker, 2015, all rights reserved.

It's critical to see that changing emotions and minds of our clients requires the highest level of integrity on our part. We must do so because we genuinely desire to impact people and help them with our products and our services.

Remember this- our goal is to help people make decisions that they already WANT to make, but they need our help along the way to get the job done!

Help people make a decision. Change their beliefs about themselves and bring your unique and specific solution as the remedy! This is "Marketing In Brilliance 101". 

With love,

Want To Be A Better Writer? Here’s A Secret Tip!

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Want To Be A Better Writer? Here's A Secret Tip!

By: Sandi Krakowski

If you read, you know.

I was raised with this statement. Phonics, learning to write at a young age…. more the 'norm' than the exception some 40 years ago when I was in grade school. 

As I spent 24 years homeschooling my children, my priorities were the same. Teaching them to read, communicate and speak well was a major focus. Without these three skills it doesn't matter how brilliant you are in other areas of life, you'll struggle. Sadly, far too many people do.

Today, as an international coach, teacher and mentor to thousands of clients, people turn to me to help them become better writers and speakers. They also want to build effective and profitable businesses online. All of these paths can benefit from one very critical thing- writing.

Even if you're an aspiring speaker, I can make you a more POWERFUL communicator by teaching you how to journal, write and turn those written words into your speeches. No matter how timid and terrified growing communicators may be, it's truly amazing how they get very clear and powerful as they learn to 'write' what they'll speak.

Want a secret strategy that has paid me and my clients millions of dollars through the years?

Read to become a better writer. Read to become a better speaker!

I'm sure some of you have a pit in your stomach just thinking about it right now, "But I hate to read."  Let me help you break free, no matter how much you have struggled in the past.

One way to increase your desire for reading is to read things you enjoy. Doesn't really matter what it is initially, just read. Enjoy reading. Read anything you like! Just do it. I've taught all of my struggling readers at home and even some in our businesses to do this and it works every time. Start to associate pleasure and gain with reading, rather than pain. 

Then, start reading books that are directly related to your niche. This alone has made some extremely ambitious readers out of our clients! Students who previously didn't like reading, and associated pain to reading changed their belief when they began to read anything and everything about their own niche.

You must saturate your mind with the world your clients live in! (Write that down!) 

Go to the local book store at least one time per month and pick up magazines, periodicals, books and more that are devoted to the niche you are seeking to serve! Read their mind and close more sales!  Reading about your own niche will not only help you connect with your clients it will also cause you to want to read more! 

NOTE to self- don't get into a niche you don't like! That's what you do with a job, not a business.

Now I want you to make a commitment to reading every single day, every single week. Grab your smartphone or whatever else you measure your objectives on and make a plan to read at least one book per month. 

Quit comparing yourself with others! 

Just because I read 2-3 books per week doesn't mean you have to start there! As a matter of fact if you are comparing yourself with anyone, stop that now! It's a 100% guaranteed path to failure. So stop it! Set a realistic goal and then accomplish it.

One big key to getting done in your business what you need to get done is to be SMART with your objectives. 

Quit setting goals and targets that are way out of your reach. The way to successfully expand your reach is to hit the target on the head over and over again. This takes away a lot of undue stress and begins to make succeeding a habit. Then increase your effort a little bit every day, every week.

Start out by reading 5 pages per day. Then move ahead to 6 pages. In a week or two, increase that to 10. 

If you start to feel strained, then hold it. Hold 10 pages per day for a few weeks. When I teach my children this, I actually can get them to do more and more… not by forcing them but by changing, in small increments, what they do on a daily, weekly basis. HOLDING the line however is something that very few people teach or even think about.

Some of our highest paid clients have not lost sales or profits during very critical changes in their person lives because we mapped out a goal that was to be HELD. New baby? New house? Health challenges?

HOLD the line, it will protect you from falling back.

When things settle back down, increase again.  Things never settle down?

Then let me break this to you truthfully and gently- you need a coach. Life is always an up and down journey. It never gets easier. But learning to have realistic specific and measurable goals that you can climb with is a big key to success. If you're constantly overwhelmed and constantly can't keep up, there's a ROOT cause that has to be addressed. FIX it.

Learning to be a better writer and communicator happens naturally when you read more. You'll be amazedl at how your brain cells operate at a much higher level! If you begin to read really good marketing books, you'll begin to see billboards, ads, PPC content and more that is horrible without even trying. Your brain seeks to stay in congruency with what you are feeding it.

So…. what are you feeding it!?

TV? Talk show radio where people argue all day? Newspapers with gloom and doom? You get my drift. Your brain will seek to stay in congruency with what you feed it. CHANGE your brain diet now! 

Yes, if you read you know! And …. if you read, you'll write and communicate more effectively as well. What are you currently reading? Let me know! 

With love,

Sandi Krakowski 




The Evolution Of A Blog

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Sandi Krakowski Blog


When I first started this blog in the fall of 2009, I had been running businesses online for 14 years. But this was the FIRST time I had put myself out there to teach others what I was doing. I still remember the struggle of, “How on earth do I break this down? I mean…. how DO I do this anyways?”

So many people were asking me every single day to teach them how I had grown my first email list in the 1990’s to over 35,000 clients in under 2 years. They wanted to know HOW did I make over $1 million dollars 100% SELF TAUGHT with my kitchenware business? HOW did I get my blog to show up on the first page of Google in just a few days after it was launched?! The questions kept coming in over and over again. Then God spoke to my heart and said these words, “If you will teach others what you’ve been doing all of these  years you will not lack one good thing.”

It’s an interesting story really, my business history. My first $4.5 million in business were completely self taught. Then I got real sick, sold everything, nearly lost my life (literally!) and gave up. I thought God was mad at me, punishing me and that going into business like this, making all this money, was a sinful thing for me to do as a Christian. Never mind all the money we had poured into charitable causes, things were a mess, I was dying, it would be best to swallow this hard pill and just let it go. Surely, God was mad.

But I didn’t die. God literally did a miraculous thing and healed me, in so many ways. Including showing me that He was NOT mad. Actually, He had called me to business. My PURPOSE, calling and authority in the kingdom of heaven were all tied to business. Wow… no wonder I had so many attacks! HA! 

I’ve done everything from eCommerce to life coaching to direct sales.  My career has led me into mastering copywriting, marketing, consulting, speaking, videos, writing, and the list goes on. And every single time I went into the million dollar realm in sales. It wasn’t until I started this company though, in 2009, that I had different goals for my business and where I wanted to be 10 years from the start. Yes, I wanted to make a lot of money. God has anointed me to do so. But my PURPOSE was finally found. 

This company, A Real Change International, Inc was driven by one very specific focus: Help others to do what I did and continue to get more masterful at whatever I do, every single year. And here we are. 1.8 MILLION people following me on social media and over 2 million in our client base. I’ve been rated as the TOP voice for Facebook marketing in many magazines, top social media influencer, online marketer and more.  But at the heart of it all, a total transformation has taken place in me. Not just my business, but in me, personally. That’s where I want to go today.

Many of you, my amazing small business friends, start your business out with big dreams and big goals. That is fantastic! But the pressure you put on yourself to be perfect, be where I am in 120 days and other unrealistic expectations is really damaging your chances for success. This morning as I was drinking my coffee and praying over our business, my day and all of you, I began to look through old photos of what this website used to look like.

You can see from above, polished was not necessarily my middle name, but PASSION was deep in my heart from day one. Regardless of how my website looked originally, it generated 7 FIGURES in our first 7 months. The biggest thing I did different this time? I made a firm commitment to be myself to serve others, work hard and to evolve WITH my business. 

This time I didn’t set out to create an ‘image’ or a ‘name’ for myself, but rather, to just share my heart, the things I’ve been doing all of these years successfully online and to connect with as many people as I possibly could. The rest is history! From our first WordPress class that sold out in record time to now having one of the top pages on Facebook, it’s plain to see, that being YOURSELF is an excellent marketing plan. 

What can you take away from this? Three very important tips:

  1. BE yourself. You’re going to need to get good mentoring on marketing, branding, pricing and the like, but when all is said and done. #BEMORE and be yourself
  2. Accept the fact that your brand and you will change as you go. My ‘tag line’ and my copy has changed many times. As you can see, so have I! But my purpose never changed. Ever.
  3. Learn as you go. Every single day I am still learning. I devote many hours every single week to studying social media marketing, pay per click ads, analytics, data mining and more. I’m a nut, I know. But I’m NOT studying just to study. I am NOT a research addict. I study to bring more value to my customers every single day. DO THE SAME. Improve every day. Go farther, push yourself. Invest into YOU and your education. Get masterful and never settle. Bring value to the world!

I hope this encourages some of you who can’t seem to see into your future. You’re doing a great job!  Jump into one of my mentorships! Let’s work for a year together, or even two. If you do, this one thing I can say: If you put all you’ve got into it, make a commitment to never quit and never give up and you get the help you need along the way? You will NOT recognize your life!

With love,

Sandi Krakowski