@sandikrakowski 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.  http://www.guthy-renker.com/

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,

Kiss Cold Calling and Phone Prospecting Goodbye And Use Social Media To Close More Sales

By | Auto Responders, Blog, Classes, Coaching, Coaching, Email Marketing, List Building, Marketing Points, Offline Marketing, PPC, SEO, Social Media | One Comment

woman on phone

Kiss Cold Calling and Phone Prospecting Goodbye And Use Social Media To Close More Sales

By: Sandi Krakowski

Have you noticed a shift in how people communicate?

No one wants to talk on the phone anymore!

Even when it's a friend or family member calling, talking on the phone all day is no longer desirable!

Most people do not want to answer the phone when someone they know calls. They'd rather talk to them online through social media, email or texting. So how can someone who is trying to build a business use the phone to do so? Or would a better question be, do you have to use the phone like we used to in years past to grow your company?

We can't do cold calling and phone prospecting like we used to be able to do it. As someone who has personally dialed more than 30,000 leads myself in my years of phone prospecting, it is my belief that we either have to step up- or step out, when it comes to using the phone to build our business. (Yes! I have phone logs and lead lists to prove I DID that many phone calls! Wild huh?)

If people don't want to answer the phone when a friend calls what makes anyone think they'd want to talk to a complete stranger?

Currently, A Real Change International has a client base of over 1.5 MILLION customers. News flash! We don't have phones ringing non-stop, we don't have a call center and we don't have employees falling like flies because they are worn out with whining customers. Most of our clients speak to my team of staff through either email or social media. Answers are fast and easy – everyone is happy. This is the new way to do business. Our customers tell us all the time they love it!

When you build a company, one of the biggest keys to success is staying relevant to where customers are currently. If customers don't want to talk on the phone, it's our responsibility as business owners to put up systems so that they can contact us in a way that they feel most comfortable. It's obvious that social media is where people want to communicate in the year 2014. 

Having someone active at all times through email and social media gives our clients a high level of security and trust when doing business with us. Here at ARC, we do have a phone line where someone can be reached during normal business hours. But most of our clients reach out to us through email and social media, as their preferred means of communication.

This same method can be in place if you are running a business that requires a lot of phone prospecting or calling. One of the best ways to get through to a gate keeper is to build a relationship with them online! By doing some initial connection with a client's assistant or secretary through Facebook, Twitter or email, you'll not only be welcomed when you call by phone, but you'll be invited! 

Social media and email are great ways to 'warm up' a lead or to even do your sifting. When I was prospecting years ago for a direct sales company, I would send out initial emails that asked all the right questions to get my clients to reply back to me. These are some of the same things we do today with every person who joins our email list and the results are amazing!

Rather than having hotel meetings, many people online are now hosting tele-classes, info summits that are run virtually and even Skype Chat video parties!  In the same way social media and email have made it much more easy to connect with people and start a genuine conversation quickly.

Disconnect your phone a few hours per day and start making relationships with prospective clients through social media. This is how I was able to make a solid 7-figure income in my copywriting business, too!

Social media and email are how most people prefer to communicate. Go to where your client is, speak their ideal language and closing more sales will be easier than ever!

Come join me on Twitter and let me know if you are already using social media to build your business! I'd love to hear how it's going for you! Connect with me here: http://www.twitter.com/sandikrakowski 

Whatever you do, remember this- People love to talk to those who care and make them feel special. Social media is one of the best places to make that happen!

Sandi Krakowski

The Power Of 4 U’s In Your Copywriting, Marketing And Ad Copy Making More Money The Easy Way!

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The Power Of 4 U's In Your Copywriting, Marketing And Ad Copy
Making More Money The Easy Way!
By: Sandi Krakowski

When you sit down to write one of your first advertising campaigns there is a 'compass' that will create better conversions, more repeat business and referrals. It's the power of the 4 U's in all of your marketing and copywriting. 

Let's walk through the 4 U's in such a way that you'll never forget. It will become easier than ever for you to direct your focus with every campaign you write.

The first "U" is the word urgent.

You must solve a problem, concern or challenge with your product or service. It must be a problem that is urgent, one that is demanding a result NOW!

What urgent, pressing problem do you solve? 

If you're in weight loss, you solve the problem of feeling unattractive, not fitting into one's clothes, lack of energy and sex-drive! Unlike so many campaigns we see focused on blood pressure, heart disease and diabetes- truth be told, the urgent problem is that people are tired of feeling fat and bloated! They'll even go to unhealthy measures to get skinny but hardly to get healthy. Solve their urgent problem and you'll never struggle to find clients again.

Solve an urgent pressing problem and you'll have no trouble building a list! 

Let's move onto "U" number two. This is the word unique. Your solution must be unique and stand out. To be competitive in business, your goal is to listen first, then serve. It couldn't be easier to be unique if you pay close attention to your audience. 

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.

Listen to the solutions that your competitors offer and then find the 'leaks'. Where is the ball dropped? Where is personal attention lacking? This is where your unique solution to an urgent problem can shine!

If it typically takes a long time for a certain solution, create one that gets the job done faster and more effectively. Do it uniquely and your clients will be racing to make a purchase!

Onto the third "U" in copywriting and marketing. This is the word useful.

If you can show me that your unique solution to my urgent pressing problem is useful, I'll buy your product or service on the spot. So, how does one show that something is useful? One word- stories. The old saying "Facts tell and stories sell" still holds true today, even more than ever! 

Tell me how you've helped others. Show me their results. Include the changes that are tangible and intangible. People are interested in breakthroughs in mindset, belief and even time management habits as well as financial results. So include them all!

Big tip:  The best testimonials you'll ever find are those that are not coached. Let people express their results and gratitude on their own. It creates a genuine story that will sell for a long time to come. 

Lastly, our fourth "U" in copywriting and marketing is the word ultra-specific.

This is where the rubber hits the road and you'll either do or die. Those who rise to the top, build huge lists and loyal client followings compete by being ultra-specific. This is also a big key to growing at record breaking rates.

It's what sets you apart, puts you on the top and makes you hard to keep up with. This is where you are quite literally the "only" one. With either your product or service, you break the mold, set the standard and are in a very real sense of the word, a pioneer at what you do….. even if others have been doing it for years, you do it in such a way that it's hard to touch you.

If you use this plan as a roadmap,  you're going to see much greater results than you're currently getting. 

Writing a successful business plan starts with this focus. 

With love,

Sandi Krakowski