wordpress marketing Archives - Sandi Krakowski, Building Brand Equity For Small Businesses

Oops! Typos on your blog

Falling Panties And Online Success

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Don't Get Caught With Your Panties Down &

How A Big Typo Made Me Huge Profits

By: Sandi Krakowski

The year was 1999 and our kitchenware business had just passed a record in profits. Things were booming! Our list had grown to over 30,000 customers, we were publishing a regular newsletter 4x per month, doing regular direct sales campaigns and everyone was tickled pink with the products they bought!

Weekly products were mailed to my house to review for possible sale. Blenders, gadgets, oven inserts and more! Books came on a weekly basis as well!

We had our regular meeting set to roll out our weekly plan. My staff (one other working at home Mom) and I created a newsletter, set sale prices, came up with special promotions and got ready to send out the sales campaign. This became so automatic every week that we could dictate a certain percentage of profits. Add direct mail and things were rolling along smoothly.

At that time in my career I had not taken any copywriting classes yet but wrote all of our copy. Frankly I didn't even know that was what it was called- copywriting! I just wrote from my heart to my customers and figured everyone did it that way.

Positioning a new book we were introducing and linking a special offer of a mixer, grainmill, breadpans, yeast, dough enhancers and vital gluten had us all excited about this week's promotion.

My company at the time was built on two philosophies: Free shipping on every order over $100 and promotions that mirrored the seasons of the year.

In June it was a "You Can Bake Even In The Heat!" sale with tips on how to make amazing homemade breads and cakes even when it was hot outside. Included were tips for high altitude cooking, special ingredients to add and even exclusive recipes to my favorite custom-created coffee drinks with ice and organic whipped cream!

The campaign went live at 8 am ET and by 8:45 am orders were already trickling in! But something was different. It seemed as though more people were reading this week because the amount of replies that came in were already over our personal company record!

It wasn't a holiday so I began to look for clues of what it could possibly be. The email was sent to our list the way it typically was. Pictures were beautiful but nothing out of the ordinary. Pricing was amazing but it was within the range that we always gave on discounts.

What could it be?

I began reading through some of the personal emails coming in and one man's email caught me by surprise. "Did you really mean to write that or was that some sales technique I've not seen before?" was the subject line.

"Oh brother," I thought to myself, "Who could this be?" It was most likely one of my more conservative customers who dotted his i's and crossed his t's and always had time in his schedule to give me his opinion, I assumed. But this time was different. Right in front of my eyes was the mistake. I had really blown it big time!

A brand new book had been released which talked about stocking your pantry for times of emergency. Lists and shopper's guides were given for spices, ingredients, food items, quantities and more making what many times seemed like an enormous task easier to complete. The book was called, "Don't Get Caught With Your Pantry Down."

But that is NOT what my title of this week's news said. No, not at all. I had sent out to over 30,000 people who in many cases were faith based, conservative, modest and upright a header that said,

"Don't Get Caught With Your Panty Down". What a typo that was! *snicker*… I can laugh now but back then I was mortified! Until the results came in that Friday.

We had generated the biggest week of our entire year. $85,000 in sales in one week and it was directly related to that typo. Apparently our customers got such a kick out of the typo that they took some extra time to see what it was we were offering. The people who might have typically overlooked the promotion had taken a few extra minutes to read the details and made a purchase!

What I thought might ruin my reputation created a healthy sense of humor, a ton of emails that were from laughing clients telling me they loved me even though I had made a funny mistake and of course, enormous profits!

So… how do you handle the errors you make in business?

Many times people come into my WP class and have this erroneous belief that they have to get 'everything just so, all perfect and every duck in a row' BEFORE they can get truly serious about their business.

While I am a stickler for order and will not tolerate a business being run in a less than professional manner. But there is one thing I've learned through the years that trumps order and everything else every time- Your customers will love you if you serve them well, be open and transparent and create a culture that is like family.

And… when you make a big mistake they might just buy more than you ever thought they would! They'll also be your biggest cheerleaders! Can you understand now why I love what we do? It is such a passion of mine to serve all of you!

So…. move forward, keep working hard and remember that the next typo you make could be the biggest break in your business!

With love,

Sandi Krakowski

Sandi Krakowski



The Five People Showing Up In Your Business

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The Five People Showing Up In Your Business

By: Sandi Krakowski

In a day when ezines, free training, coaching programs, self-help courses and more run rampant on the internet, what is one to do who is really serious about building their business?

During the last 16 years of building businesses I’ve discovered a secret that I wish I knew years ago. The top 5 people I listen to the most are showing up in my life. When you look at your inbox today, for email, who is influencing you?

Face it, no one can read 47 ezines and newsletters. It’s not an exaggeration that in the information age, far too many people are subscribed to three times that amount.

A recipe for confusion, discouragement and procrastination is when you have so much information coming at you that it’s nearly impossible to digest it all. You’re left to delete, promises to get to it later and all the other things we do …. Other than the thing we should do. TAKING ACTION!

I challenge you to make a decision during the next 90 days to put some boundaries around your mind, your business and your life. During this 90 day period apply some of the following when it comes to your "In Box":

1. Only subscribe to Ezines and Newsletters that you know have a proven track record. Be careful, because you could have overlooked the most valuable one of all in an attempt to ‘read them all.’ Pick the top five and unsubscribe from everything else for 90 days.

2. Pay careful attention to how relevant in today’s business world the mentors you are following are. Are they marketing and selling the same ole methods? Direct sales is full of people selling concepts that were outgrown in the 90’s. Be careful. A social media driven culture DEMANDS we use social media- get off the phone and go where people are at!

3. Time is of the essence, so when you pick your top 5, decide to focus on these 5 for 90 days. PURGE the rest… FOCUS on these 5.. and PROSPER as you go! It works! Make a commitment to read everything these 5 send to you.

Take notes, highlight, write down key points and journal if you have to but do everything you can to absorb content from these five places during the next 90 days.

NOTE: If some of you were to treat the training you are getting like a high-level college course you'd get MORE out of what you're learning! Don't learn like a hobbyist… go AFTER your dreams and goals with the intent to succeed!

Here are some of MY personal committed to newsletters and updates:
1- Mashable- You'll find they are THE headquarters for everything social media.
2- Fast Company-I read their regular updates on the world's leading innovations in technology and more.
3- Steven Furtick- I like to read his blog, anything he puts on audio, video or in any form of media. He is a powerful world changer for this generation.
4- Kris Vallotton- He is a voice that I trust when it comes to looking into the future, knowing the Father heart of God and wondering what God says about money, wealth and our spiritual gifts. 
5- LifeHacker- Get your life back! Hack your way into productivity.
Now it's your turn!

90 days is the perfect time frame for something like this. Change a habit, break some bad ones, get yourself focused. What you’ll soon discover is that you learn more, grow in areas that have been lacking in and your retention will skyrocket! Learning + growing + retaining = MORE action!

Let’s all work on our focus. Focus will pay you a fortune.

WHO is showing up in your business everyday? Check your inbox for clues. 

With love,

Sandi Krakowski

A New Economy Online: Content Marketing & Customer Relationships

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A New Economy Online: Content Marketing & Customer Relationships
By: Sandi Krakowski
“Just build a huge list of followers on Facebook and you’ll be all set!”

“Get as many followers as you can on Twitter and you’ll be rich!”

“Build rapport with as many people as possible and then sell to them anything you want!”

Have you heard some of these statements from some of the ‘over-night’ wonders out there? You know, the guru who started 7 months ago, made a million dollars and now talks about all the millionaires and billionaires they are meeting with daily?

Makes me upset… that "Momma Bear" thing in me rises.

First of all, anyone who made a million dollars super fast and has never done it before is most likely going to burn through it faster than oil on fire and won’t last. If they were wise enough to get a mentor they’d be working on how to turn that into $10 million dollars quickly. If they truly were meeting with Billionaires and millionaires on a daily basis they wouldn’t spend so much time talking about them without ever mentioning any names. Ok I’ll stop.

This New Economy online has grown so fast and in so many directions that it can be difficult at times to know who really is successful and who is just a professional actor.

I can always tell by the questions they ask and the things they give as their ‘answers for all’.

This New Economy is much more than getting a person to opt in. It is a culture of value, more than ever before, but it’s also a culture of skepticism, distrust and caution. Yes, ladies and gentlemen, people's BS Meters are higher than they ever were before. Thank GOD!
The New Economy online does allow you to build an entire business inside WordPress, without a ton of staff members and expenses. It does give you an ability to be profitable in ways we never dreamed were possible. It does make it easier than ever to succeed without a $ 20k monthly PPC budget and hundreds of thousands in expenses. But never forget good old-fashioned business sense when building your business.
  • Tracking
  • Testing
  • Reading data
  • Growing to the next level
Never forget that customer service, really caring, doing the work and increasing inside as well as outside…… These are key components to a successful business online.  
I recently saw a "Content Marketing" expert that I have a lot of respect for say, "Email is really the way to sell, social media is just for distribution".
So I spied on him.
Sure enough, 112,000 people following on Twitter. However, on his Facebook Business Page? 14,000 with less than 218 talking about it. That's a sign of no relationship. That is DEFINITELY a sign of content distribution and very little engagement.  
One of the biggest things we've taught is this=

Use social media + email + a blog = MASSIVE results, great relationships and a long term focus.
Build it STRONG! Build it long…. that's a REAL change if I do say so myself. Today… buying hundreds of thousands of dollars in ads is not the only way to become a huge success online.  Create a video- engage with clients on social media- write emails that show you care, which means… don't sell me something every time you write! Apologize when you make a mistake, learn when you are growing and build it strong…. build it with a long term focus.  
A NEW Economy Online: Content Marketing & Customer Relationships. Spend more time and money on these things than you do anything else and you will be hugely successful!  
P.S. Here's some data, stats and other fun stuff to show we can help you get there-