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marketing Archives - Sandi Krakowski, Facebook Marketing Growth Hacker, Copywriter, Direct Marketer

Your BIG break!

Momentum And That “Big Break” For Your Small Business!

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You heard from that top client!

A celebrity tweeted back to you on Twitter!

Someone came into your store today and talked about how they could get your product into 50 other stores across the nation with very little work. 

Your BIG BREAK just happened and now what’s going to be important is keeping the momentum flowing and alive. 

Or is it?  I’ve been building companies for over 20 years now. That’s SUCCESSFUL multi-million dollar companies. Now just things I play around with online. Truth be told, I’ve NEVER EVER had one big break. As a matter of fact, when I was recently talking to someone who has a background of over 20 years in the television world, she and I were talking about how even getting ‘screen time’ on a popular show doesn’t promise or mean anything. It’s what happens before, during and after that needs to be focused on. Sadly, this is where most entrepreneurs don’t look.

Successful companies are not started, founded or sustained on one big break. They might get some much-needed exposure. Things might take a big leap and propel you forward for a short time, but growing and sustaining a business, month after month, year after year, happens with consistent focus on the activities that are in front of us, every single day. Not on ‘one big break’. 

Here are three tips to keep you in momentum (or get you there if you’re currently struggling!) 

1- Momentum is never created by just one big thing that happens in your company! One video, photo, post, or even a celebrity tweet isn’t going to make or break you. It’s what we do consistently every single day that builds momentum. What we do day in and day out, habitually and faithfully!

100,000 customers paying $97 is a LOT more than 100 customers paying $9700! $9 million vs $970k . So when a business consultant encourages you to build a high-end coaching practice and says it will be the ‘big break’ you’re looking for to bring financial security remember this equation. Better to have a LOT of people buying one small product every single day without much involvement from you than to give your time, and nearly all of your energy, to something real big. Sustaining wealth happens in small increments, not big breaks. 

2- Keep moving forward even when BIG exciting things happen! Even when a big breaks come, big happenings occur and big connections are taking place, keep your heart centered, your eyes focused and your attention on what you were doing.  Don’t be the business owner who flies all over the country because a big ‘influencer’ flatters you and then end up neglecting your current business. Chasing a big break could take you into bankruptcy if you don’t take care of what you’ve been building day in and day out. Grow! Take big leaps! Take a risk and fly, but don’t neglect what is right in front of you.  Stay focused, don’t lose all you’ve built because of one big blessing or occurrence. (That’s close to idolatry!)

3- WEALTH isn’t winning the lottery! It’s small incremental steps done repeatedly over and over again! Most people go bankrupt who win the lottery but when you build a business or grow your skill-set in your career, and you continue growing, moving, advancing your bank account will increase with everything else. Never get stagnant. Never settle. Wealth in your mind and heart will fuel what you do daily, so work on the impoverished beliefs you might have about work, money and people.

A BELIEF will make you broke faster than you can see what hit you. When I struggled with some poverty thoughts, even though I made millions of dollars, I didn’t keep any of it. When the beliefs were broken down, and I began to walk in truth, not only was it easier to make more money, it became much easier to keep it as well.

It’s awesome to get exposure on TV, radio, social media and other blogs, but always remember, big breaks rarely do for a business what good ole fashioned work ethic can accomplish.

With love,

Sandi Krakowski

Big Breaks In Your Small Business

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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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The Skill Of Listening For Huge Company Growth

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The Skill Of Listening For Huge Company Growth

By: Sandi Krakowski

Company owners do keyword research, brand analysis, review historical data and all the other big methods they can come up with to validate whether or not their product will sink or swim. Few ever practice the age-old art of listening.

Your prospective customers are talking all day long. They're showing up on Facebook talking about their dreams, their worries and their fears.  Forums are filled with prospective buyers who are looking for someone who will give them a listening ear.

Gone are the days of "Big CEO and Company" going into the marketplace with an announcement that draws millions. Telling the market what they need doesn't work. The question might really be, did it ever?

Your present and future clients are savvy and they are smart. They won't fall for the old "Squawk Box" Charlie Brown's teacher messages any longer. They aren't listening and they don't care. 

But they do want you to hear!

Will you hear their pain? Feel their needs and pay attention to what wakes them up in the middle of the night? 

Listen to what your customers are asking for. Listen to what your competitor's customers are saying. Lean in…. pay very close attention, listen to the "chatter" and take copious notes. There's no reason to go without this information that is steadily flowing. The key to big profits in today's market is a good listening ear.

What Do They Need?

Your clients are very aware of what they need. But when you enter the marketplace a bigger issue must be faced. Are YOU aware of what they need?  This is the real issue when it comes to selling products or services. 

What is it they really need?  Every person needs value, love, recognition and security. They'll pay a fortune to get it, as sales reports online reveal. Even during what was viewed as a 'down season' last year more than $41.2 BILLION dollars were spent on Black Friday alone! And we thought people were struggling?

This was considered a lower than average Black Friday! More people spent less and billions were spent

The reality of being successful in sales is summed up in this principle: People are looking to have their needs met. Period. You can bring joy, security, satisfaction to them as you serve them what they want and as they come to know you even better, you can serve them again and again. This is brand loyalty and long term business in the making. Giving your customers what they want. 

It might sound crazy, but to the successful business owner, it's "Business 101." 

What Are They Complaining About?

If you pay attention online through forums, chat groups, social media and other places people hang out, you'll quickly learn what they need. It's right there for anyone to discover. But it takes time to pay attention and sadly, far too many companies aren't listening.

Amidst all the headlines of dropping profits, increased layoffs and lost investments something has remained the same that only a select few are paying attention to. People are still buying what they love, dreaming about what they want and making it plainly obvious what they don't like!

Solve a problem with a unique solution and you'll make a huge profit. If people really love your solution, get great satisfaction and you treat them better than anyone else, you will never lack as a company. And if you pay very careful attention to your client's growing needs, you could easily create a long term business. Pretty simple, isn't it? 

Are People Disillusioned And Unaware?

Another great key to long term profits is in becoming a resource that people can turn to and trust. Revealing hidden information, making difficult things simple and serving as an expert is a great way to grow a company. 

It is my belief that we are at a critical time in history when people really do want the right information, they desire change and truly do want to know the truth. This is also a vulnerable time where less than commendable or reliable 'so-called' experts are teaching things they know nothing about.

Colleges fill our heads with notions of 'security and long term dreams' when the sad reality is this- if you don't market a product that is highly in demand– you'll have an extremely hard time making a profit. Pay very close attention to what people are asking for. What are your customers struggling with? What do they want? What are they seeking?

If you can give it to them, with value and excellence, you're on the verge of huge success!

The marketplace pays for value. Your value is directly related to how much you can bring to the people you serve. If you help those who are unaware, confused or even disillusioned you could be personally responsible for helping others change their lives. This is one of the funnest ways to build a business. Bring value and change to your customers and they will love you forever!

Give It With Excellence And Honor

Excellent customer services seems to have left the face of the earth. Business owners are watching their bottom line more than the satisfaction of the customers they serve. This has not helped our economy one bit and needs a serious change. Talk about needing a revival in the marketplace! Where are the happy service representatives, CEO's who can't wait to serve and product developers who dream of inventions at all hours of the night!?

If you serve people with excellence and honor you will be remembered forever. Because it's so rare, you could quite frankly triple your profits if you do it long term. While it might not be easy, it surely isn't popular and it isn't something you even hear about much any longer in business school, it is always and has always been right. 

Good will and honor will pay you much more than any stock investment could and it will leave you with a good night sleep each night when you lay your head down on the pillow. 

But what defines good will? Is it being available to your customers 24/7 through Social Media for every question or notion they might have? No. Not at all. But it does mean that when you are open,  you give with all of your heart and with all that you have. Serve with excellence and honor and you'll rise to the top!

Rise To The Top!

The KEY to rising to the top is to serve better, work harder and go farther than the rest. This doesn't mean you work longer hours, you spend your entire life on Facebook or you never sleep-rather, it means every hour you work, ever minute you spend building your company, every decision you make is to the furthering of your company and your customer's service.

The investment you make is the investment you'll receive. It never ceases to amaze me when people write me on Facebook and say, "Hey could you just give me some input?" and they continue with over 10 paragraphs of details on what they need "input" on. 

Before you think I'm being hard on anyone, let me tell you the truth- you aren't going to ever reach your goals in business by begging people for help on Facebook or by asking a big company owner to just give their 'quick input' anytime you need something. This is poverty in the mind. It's a cheap way of doing things and it makes the person 'seeking' look desperate. Desperation is what you'll receive. And you'll NEVER serve with honor and excellence with this method!  Invest into your future and your future will reward you handsomely. Take the time and money to get some one on one mentoring from someone who is doing what you want to do! Don't expect free handouts, fast 'quick input' answers to change your future. Do the time and do the work. 

Rise to the top! Do what others will not! While other's waste time and worry about what tomorrow will bring, go create more products that customers are begging for and give it to them with the best spirit possible! 

Turn Your Ear Into The "Chatter" For Bigger Results!

Listen, they are talking. Listen carefully to what they need. Pay attention to your keyword research, do your due diligence when it comes to PPC and media buys. But when push comes to shove, listen. Listen carefully and your prospective customers will tell you exactly what they need! Then it's your job to give it to them and give them all you've got!

If a budding business owner says, "What if I don't know what I want to do" or "I don't know what I want to sell" they are still thinking like a lazy employee, waiting for someone to tell them what to do. CEO's don't think this way. Stellar employees don't even think this way, either! Even a valuable employee is proactive, making decisions, looking for ways to serve and go the extra mile

They KNOW what they want to do. It DRIVES them, it STEERS them, sometimes it POSSESSES them… and the war becomes, HOW TO GET IT DONE.. not a miry abyss of wondering what to do next!

Listen more, serve with all you have, give with excellence and work with honor….. and YOU my With friends will see your dreams come true!

With love,

Sandi Krakowski 

View More: http://kendallhannaphotography.pass.us/sandi-book-shoot

 

 

 

 

 

 

     

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