lead generation 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. 

Make The Thing They Want The Most Your Disclaimer: How to triple your sales online with a sneaky little trick that informercials use

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Make The Thing They Want The Most Your Disclaimer: How to triple your sales online with a sneaky little trick that informercials use

By: Sandi Krakowski

The radio was on as I drove down the road and then I heard the infomercial jingle begin. First music, than that interesting voice that said, "Only a select few will be chosen for this clinical trial. Please stay tuned until the end of this broadcast to see if you qualify." 

Bam- my attention was stirred! I kept listening!

"Studies show that as we age, many of us find it more difficult to lose weight. But scientists have recently discovered a breakthrough formula that reverses aging and accelerates metabolism without raising the heart rate or other uncomfortable side effects."

"Not to uncommon, great opening," I thought…. and it went on for about 2 minutes with a very good program, description and spot-on language for the ideal client. This particular ideal client would want to lose weight, not work hard, have no discomfort and miraculously shrink a size.

Then…. I heard the most brilliant close I have encountered in a very long time.

"Warning: If you lose more than 10 pounds in under 10 days, please discontinue usage."

HA! I sat there laughing. "Oh sure," I thought to myself, "Like anyone is going to DISCONTINUE usage if they got that kind of success!" 

Then it came to me. What if… I were to put such a disclaimer on our website? 

Could it work? 

"Warning, If you earn more than $1000 per day, please discontinue usage and call your accountant immediately!" 

It sounded brilliant! (and when you least expect it I will most likely be borrowing that!)

But the lesson from this informercial is more profound than even the potential profits it could create- the idea that a disclaimer could actually be what the customer craved and wanted was brilliant!

So here's a little check list for you in case you want to test this out with your own product or service:

#1- What is it your clients really want? Try this: "Warning: Our copywriting has been known to crash servers, slam emails and increase profits so quickly you'll rethink everything you're doing!"

#2- What would be a potential result if the clients actually GOT what they wanted? Do they want to lose weight, write more clearly, speak to more clients or get more leads? What is it?

#3- Can you create a disclaimer that actually WARNS the prospect that what they want could quite POSSIBLY actually occur?

This my friends is not only ingenious, but it makes marketing fun! Give it a try!

With Love,

Sandi Krakowski

Sandi Krakowski






50% OFF For 5 Days Only!

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If you would have told me 4 years ago that we'd be serving more than 1 million clients in such a short period of time, to be honest, I would have thought such a thing was completely impossible.
Sure, I've grown big companies before, in a very short period of time, but nothing like we've seen in the last 4 years at A Real Change International, Inc. Thank you so much! From the bottom of my heart.
I remember what it was like to peel myself out of debt, watch where every penny goes, learn new skills and even take classes late at night. Studying into the wee hours of the morning so I could move my goals and my family's dream of financial independence forward wasn't easy, but it WAS worth it!
Just an hour ago I was on the phone with Facebook's corporate headquarters talking to them about what I think would help their ad manager to be more effective. It's such an honor to now be in the position of making a real change for everyone in business, small and large. 
Today I was asking my team how I could give back to all of you! The ones who are just starting out and need some help getting ahead! We came up with a SPECIAL 50% OFF promotion for 5 days on two of our most popular products!
NOW you can get 50% OFF my AWARD WINNING "Social Media Cash Conversion" class to show you how to not only engage with your audience online, but how to CONVERT this engagement into cash-paying sales! Through August 30, 2013
If that wasn't enough you can also get 50% OFF my BEST SELLING "WP II" class to learn how to create a blog that generates thousands of leads, outpaces all SEO tactics that most of the gurus aren't teaching, increases your page rank on Google in just 7 days and more! Through August 30, 2013
Your coupon codes to use :
"Social Media Cash Conversion" 50% OFF COUPON on the 1-Payment Option:   SMCC50  will give you the discount
"WP II" 50% OFF COUPON :  WP50 will give you the discount
It is such an honor to serve you! I know that these products will help PROPEL you forward into the profit zone and now…. it just got a little easier to get to your financial goals!
With love,
Sandi Krakowski