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

How One Business Owner Increased Her Profits By Changing Her “Voice”

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 Business Woman Speaking

Do YOU Need To Change Your Voice?

Suzette owns a consulting practice where she serves families who have autistic children. She is a speech pathologist  and has gone to college and worked with the a lot  medical experts to understand the psychological and physical aspects of autism. Her very successful practice is run in her home. Learning how to transfer her message to a social media world presented several challenges. This is why she came to me for some help. 

When she started working on her Facebook page and wanted to increase engagement, it was only natural for her to believe that doing videos and blog posts from a medical and professional standpoint would be the best way to serve others.  In her practice she really enjoyed being able to work with parents and brought solutions to help their children. However, even though she did regular videos and blog posts, her engagement was very very low, and no matter how many articles or videos she did nobody was talking back to her.

She thought her targeting was off. So she changed her ads, tried to write her headlines more ‘specific’. Diving into the latest studies, medical journals and such, she was convinced if she could just provide more information than everyone else, things would change.

I reviewed what she was doing in one of our consulting appointments and knew immediately where the problem was. She was speaking ‘over the head’ of her clients. Even though everything she learned in school said to not get too personal, and to be sure she maintained the ‘Alpha’ position, when it came to social media she was going to have to get personal. The parents were desperate and they didn’t want to feel intimidated by more medical jargon they didn’t understand.  

When we did our research together, reviewing other Facebook pages that dealt with autism, most of them were autistic societies and organizations that also served the parents, but they were very technical, too. The majority of the comments, however,  were from desperate parents wanting help. THIS is where most business owners miss it. They review their competitors content and they’re not paying attention to the COMMENTS coming in from customers and clients.

Suzette had to reinvent the way that she talked, the way her videos were presented, including even the background set up of her videos, the words that she used, and even the topics that she discussed if she wanted to make headway. It was important for her to speak to the parents in their words, at their level, and remembering how stressed out and exhausted they were.

When we worked together in a consultation I helped her to see that the colors in her videos had to change first: the soft and muted backgrounds,  as well as muted clothing she was wearing were not going to work. I asked her to describe to me what she used in her practice that help the children. She said bright colors, things that were animated, and most times, pictures were  instead of or along with words. It was going to be very important for Suzette to lay aside the fact that she had a medical background and training and now she had to speak to the parents at their level. Everything she had learned in school had to be put aside, and she needed to really show that she cared. It took a really big level of personal growth for Suzette to realize that even though she is the expert, it was time to talk to people on her Facebook page the way she did when she was working with parents in her office. Image and appearance had to be laid aside and her focus had to be on how to help these struggling parents.

The changes she made were dramatic and so were her results. When she started talking more one-to-one in a casual tone about the topics of frustration, worry, exhaustion and even feeling like a failure as a parent, engagement skyrocketed on her page. The parents responded instantly.

Some professionals might say that is that lowered herself and would lose her credibility. But with my consultation I was able to show her that actually she earned the trust of the parents who are ultimately going to be paying her. Speaking to them on their level and providing solutions made her the one they wanted to trust. The front end of her marketing had to be very personal and at the parents level. 

It took a lot of time to redo her website, rewrite the copy, get new pictures, change the clothing she was wearing, change the background that she was using with her video props, and then, changing how she spoke on video. Unfortunately, I usually see a lot of business owners who are given this type of solution in our consultations, but they just aren’t willing to to make the changes. Suzette was. Initially it was very scary. I remember how nervous she was about it, and she began to wonder what other people would think in her industry. When we discussed the fact that it didn’t matter what other people thought, it didn’t matter what her competitors opinions were, she never got into this industry to care about what her competitors or the other experts thought, but to serve children. This took her to a whole new level of serving.

Ironically Suzette has just had her first baby. Now she’s going to understand talking to the parents- parent to parent as opposed to expert to parent, at yet ANOTHER whole new level. It’s going to be important for her to remember she is the expert, now that she’s a parent and she has to be cautious to not get too familiar. Being friendly and being vulnerable with your clients is not being familiar.

Suzette is reinventing the speech pathology world and things are going fantastic, her future looks bright. Unfortunately, though, sometimes when I work with clients, the future doesn’t look that bright. They’re very emotionally attached to what they’ve done, they’re very concerned about what their competitors will think, and they forget about the people that they’re serving and what they have to offer. Sadly, they stay STUCK.

If you’re interested in more consultation makeovers and reinventions join me in my Inner Circle Mastermind Coaching program. Every month I’m reinventing a couple businesses and showing what I would do if I owned them.

If I owned Suzette’s business I am confident I could take it to over $1 million in six months. I’m excited that Suzette is taking steps forward and I hope that she continues on this path. By the way, Suzette and I are working on information products that she’ll be able to deliver to the parents and people won’t have to necessarily be in her home office, face to face, all of the time. This is opening up a brand-new income stream for her, and because of the new baby, she’s excited to see this grow. My prayer for her is that she will continue to reinvent herself, break the rules and do things other people are NOT doing.

The big issue for the majority of small business owners is this- keep your mind off of her competitors, ignore what people think and keep your focus on WHO you serve. This is how I’ve been able to make millions of dollars in the companies I’ve started.

Write in the comments below the biggest challenge YOU have in your business. Then jump into the Inner Circle.  (See link at the top of this page marked, “Inner Circle Mastermind”.  YOU could be my next reinvention! :) 

With love,

Sandi Krakowski

P.S. Originally this was written to not disclose the ‘real identity’ of the business owner. But Hallie Bulkin would love for you to see what she does, and how she’s implemented the changes here. 

On social media we’re not entitled to one thing. EVER.

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On social media, we're not entitled to one thing. EVER. 

If that statement bothers you, than you better read this. 

I hear it everyday. I SEE it everyday. Incredible.

First people have no one on their page. So, they take my classes, they get a ton of highly targeted followers and then they want to know 'when they can EXPECT to see more reach.'

OR….. they do some ads, everyday. Build a great page, engage with people and comment back…… and then they let it go. They start scheduling posts, ignoring their page, putting things on auto-pilot and acting like they're entitled to having anyone comment, like or share on their page…… then, they say something really stupid like, 'I think Facebook really jacked up the things now because even my page isn't getting any reach.'

In the school of direct response marketing we are entitled to NOTHING, my friends. Nothing. EVER. If you place an ad in a magazine, no one can guarantee you that someone will respond. If you do an infomercial on a television network, you are not entitled to a certain response rate. No one can guarantee a thing. The only person who can control that is the marketer themselves. 

I was looking at one of my clients pages, today. She used to be an incredible success. Built her page past 100k from zero, even got it verified. Then she did what I call the 'mortal sin in marketing' and she just thought that scheduling content, and being sure it was posted every hour should do the trick. There was no relationship, nothing alive on the page. She let it go. Stopped caring. Got entitled. 

Oh sure, she had a post every single hour, but hardly any comments and there are over 100,000 highly targeted people on that page. Then she came to me asking me 'WHY on earth this was happening because ALL of her hard spent money was going down the drain!' My answer to her? She stopped caring. Her goal to get to a specific reach and income had been swallowed up by comfort. Entitlement had set in. 

She no longer approached her marketing with a heart to serve. She had a goal to get to a certain number, a certain amount of comments and figured now things could run 'on their own'. 

In the world of telephone marketing years ago, if someone responded to your call favorably, and you closed the lead, YOU had great skill. It wasn't the prospects fault, the ball was in your court. Oh sure, there were a certain percentage that had no interest at all and some were down right rude and hung up, but the reality was this, cold calling required skill. Not entitlement. 

Today, in a social media world, where people can put up a Facebook page really fast, get a good header on that page and then set up their Twitter to match, people think that as long as they get their settings in order, and they do things 'exactly as they have been taught' that for some reason they are now entitled to something. Like they paid their dues, they created the content, they did the ads. In the words of my Irish friends they start crying, "Why the bloody hell isn't anyone buying?!"

Marketing is not a game of entitlement in this world we live in. It's the process of understanding people. To get really good at marketing, we have to become the best 'human psychologists' the world has seen. This is why so much of our personal stuff comes up when we try to build a business, because it revolves around people. If a business is going to succeed, they're going to have to learn to watch people, understand them, care from the heart, learn new skill, put aside their selfishness and entitlement and just like a good workout, do it every single day for it to achieve results.

Sure, just like a good fitness program, you can grow your brand to a place where you can put in less work for more profit, when your client base grows and you really start to understand predictable traits of behavior. But until then, just like any college level class or anything else we want to learn, it takes skill set. Plain and simple. We can't put it all on auto-pilot. That's a lie internet marketers have fed you.

Mark Z can mess up his algorithm ten times a week and it won't matter, when you understand good copywriting, marketing, human behavior and being a servant. Because when you really begin to understand people, how to find an urgent need, create a unique solution, be useful and ultra-specific, you could drop yourself out of a plane in any country, and as long as you could connect with people and have a product or service to market, you could make money.

This is the science that I have mastered.

I work at it every single day of my life.

Not a day goes by that I'm not paying attention to human behavior, marketing trends and how to serve my fellow man. Every single day I must keep my muscles sharp or even I can slip into apathy and marketing entitlement. I've done it before and it's not fun AT ALL. I've personally called over 30,000 phone leads myself. I work hard, VERY hard at my trade. When entitlement sets in, it's an ugly thing. 

If you have thought all you had to do is create a system and put the right pieces into place and the profits would just start spilling out like an ATM machine, it's time to repent of this marketing madness and learn some real skill.

I'm not even going to give you a link to go to.

No, I want to see how really serious you truly are.

At the top of my website you'll find a page entitled, "Magnetic Engagement." I have a twenty year track record of being able to do this online and now I've mastered it on social media. I want to help you, but if you're full of entitlement and think you deserve success, rather than being willing to serve others and put being helpful as most important, just do something else.

But if you're coachable, teachable and willing to learn, I'd love the honor of serving you and teaching you. Go to my site now and register for Magnetic Engagement. But no entitlement allowed, you got it?

Let others whine and complain.

Not you. YOU were made for more and will learn a skill that you can own for the rest of your life. You won't be affected by economic struggles ever again. You won't have to worry about down turns and up swings and market variations, because YOU will acquire a skill that changes everything. Learning engagement is just one of those skills.

See you in class. :) 

OH….. and if this has offended you, or you think it's too harsh. I'm so sorry. You don't have an entrepreneur mind or heart. It's a pleasure knowing you. I bless you. But you aren't cut out for this.

With love,

Sandi Krakowski







How To Create Great Content Without Being Overwhelmed Or Bored On Your Social Media Pages

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Screen Shot 2015-07-10 at 1.41.30 PM

How To Create Great Content Without Being Overwhelmed
Or Bored On Your Social Media Pages 

I've been building my social media presence since 2010. I got very serious about it
in 2011 when things really took off. As many of you know, we now reach more than
1.8 million people every single day with over 73 MILLION ORGANIC impressions every 90 days. This possibility awaits you!

One of the top three questions I get from students who attend my classes is :
"How do I create great content every day, day in and day out?"

My best advice is this: Always be living in the realm that your clients live in. Don't let their barometer or questions spur your interest, always be one step ahead! If you're in the nutrition and health industry, you should be reading 2-4 books per month on the latest trends in this field, reading magazines every week, reading blogs, how to's and more that all pertain to the industry you're in! 

Ironically, I see people studying, "How to do business" and "How to make money"
more than anything else. This is totally wrong, if you want to build a profitable
business. WAY off base. Why would I say such a thing? Because unless you are
building a business that specializes in teaching people how to grow a big business,
you should be studying the field you are IN and becoming the best thought leader,
guru and expert you can become! Studying business doesn't make you smart for
business. Studying the field your in does! (By the way people who lead others in
creating businesses rarely study business, they master the field their in, learn how
to be very successful in multiple realms and are then qualified to lead others!) 

You'll never lack great ideas, inspiration or motivation when it comes to creating
great content if you are saturating your mind in the topic that you are seeking to
influence and become an exert at. You want YOUR customers and clients to trust
you for information, guidance and expertise! Do your homework! :) 

As you do this, you'll know what to lead with, easily and nearly, effortlessly!

I think some of you have a big SHIFT to make and homework to study!

With love,

Sandi Krakowski