getting the word out
finding your audience and actually speaking to them
We all spend so much time worrying if we're doing the right things, making the right decisions, and if you're a business owner or running an organization that worry is ten fold. Now you're not just worried about being a good person, you're worried about your livelihood and maybe even the livelihoods of lots of other people. But worry never did anyone any good, so what can you do? You can learn. You can know that your next sale will come. You can know that you're going to make your sales or donation goals. You can take a deep breath and know in your heart and in your head that you've done everything you can to get the message out and that you're speaking directly to the people who need to hear it. Sounds nice right? Now what if we told you we know it's actually possible! It doesn't happen over night and yes it takes a lot of work, but we promise there's light at the end of that tunnel. And what better way to show you how it works than with the woman who's brand is actively helping women live lives with less anxiety!? We are SO proud to introduce you to Wendy Leeds. One of our favorite people and one of the kindest souls we've ever met. This is the story of how we help Wendy get the word out to so many anxious women who really need to hear what she has to say. And while you're at it, if you ever feel anxious, click here to check her out!
living into the brand
We had our first meeting with Wendy in December of 2016 over coffee and we instantly clicked. One branding project, a CD cover design, a smattering of print materials, and countless smiles and meaningful conversations later Wendy was officially a part of our Inkind family. We loved every step of Wendy's journey of self discovery, realizing that what could have just been a single book and companion CD could actually be the fulfillment of a dream. To touch the lives of as many anxious women as possible. To give hope and understanding where before there was fear.
identifying an audience
As Wendy's dream grew, so grew the reach of the brand and the importance of getting this all right. After helping Wendy to dip her toe into the social media pool, we encouraged her to walk through the steps to define her audience. The more she knew about the women she was speaking to, the more personally she could speak to them. And that's what Wendy Leeds is all about: speaking genuinely, caring deeply, and offering real lifelines. By looking at her existing social following, demographic research, and what makes Wendy's story and message unique, we narrowed her audience down to 4 categories of women. Each specific enough that Wendy could know who she's talking to, but broad enough to not limit her reach.
With her audience established, the next step was to make sure that everything we'd done up to that point was heading in the right direction and to confirm that Wendy's message really was what these women wanted to hear. We asked a sample survey of women 10 questions and every answer told us we were on the right track. We won't bore you with the whole list, but we will share question number 10. We asked the question, but never could have imagined how heartbreaking the answer would be. Clearly, the world needs Wendy Leeds.
Q: If I could tell you one thing that would make you feel wonderful, both in yourself and in your life, what would it be?
A: “That I'm not worthless since retiring”, “Love myself”, “That it’s ok to not get it all done. Relax and stay in the moment”, “You are not alone”, “That we are all going to be together, safe, and happy”, “That everything’s going to be ok and I’m doing a good job”, “That it’s all going to be OK”, “That I matter”, “That I am enough”, “Please tell me that I’ll finish grad school!”, “That I am the best me that I can be”
honing the message
To help her find calm in all the chaos, and because having a roadmap really does make a HUGE difference for peace of mind, we helped Wendy put together a business plan. One of the biggest steps in building out a business plan is, of course, writing a mission statement. It might feel silly, especially if you're a one-woman shop, but having a mission statement to guide you, to give you something to say when people say "what do you do?" makes a WORLD of difference.
And of course, knowing what to say is only half the battle. It helps to also know how to say it. And we don't mean funny accents or distinct inflection, we mean tone. We started off with 3 words that embodied everything Wendy Leeds: Trustworthy - Empowering - Approachable. Now whenever Wendy has to answer a facebook message, stand up to make a speech, or make a daunting business decision she can take a moment, remember her mission and what her brand stands for, and know that as long as she stays true to that and to her heart, she's making the right call.
making it social
On social media, our efforts with Wendy center around Community Marketing and cultivating a community of support for women who suffer with anxiety. Every marketing post is meant to feel like, and be, a kindness, an encouragement, and an act of empathetic support. There are enough sales people in the world, the brand Wendy Leeds is never pushy and never self-satisfying, and all of our marketing efforts for and with Wendy follow suit. With everything on social media being so transient we decided to take a different tack. We focus on building a reliable schedule of posts that support Wendy's existing followers throughout peaks and pitfalls of their weekly lives. Every post is a little mental hug from Wendy, meant to offer support and allow the integrity of the brand to speak for itself.
For example, we encourage Wendy to follow these content themes:
how-to tips and tricks to help followers make active changes in their daily lives
feel-good phrases paired with eye-catching and fun/calming imagery to interrupt the negative feedback loop in the newsfeeds of existing and potential followers
3rd party scientific articles which help to shed light on and lessen the unfair stigma surrounding anxiety
Links to and snippets from Wendy's original, content-rich blog posts
Brief, but enticing, tastes of Wendy's upcoming book to generate interest
So how do we know if it works? Social media's a funny thing. The rules are constantly changing and it's nearly impossibly to keep up. But one thing remains steadfast. You know you're doing a good job when people are reading what you write.
spending wisely on paid advertising
With Wendy feeling confident in her Facebook efforts, knowing what to say, how to say it, and who to say it to, the next step was to use Facebooks tools to up our game even higher. Ie to dive into paid advertising.
We designed the “It’s going to be ok” ad campaigns start with simple image of a woman with a soft, branded-blue, transparent overlay and a short and deeply resonating phrase. The woman in the image is different for each campaign and spans a wide range of ages. The phrases speak to the anxieties of each of Wendy's specific target audiences and are accompanied by a full sentence that directs viewers to like and follow her page, visit her website for a free download, or to simply introduce them to the Wendy Leeds brand.
From 6/5/2018 - 8/10/2018 we spent $130.40 total on 3 ad campaigns. Those campaigns resulted in 411 new followers. That's less than 32 cents per like, and now every single one of those new followers are a part of Wendy's community of women all doing their best to listen and live less anxious lives.
building an info hub
Our most recent, and possibly our favorite, effort for Wendy is her brand new website. We had originally helped her polish up an old website, but with the brand growing so rapidly, we knew it was only a matter of time until Wendy needed a website that was as beautiful and as helpful as she is. Wendy's new website is still a work in progress, but when it's ready it will be a hub for everything a woman could need to start her journey toward living with less anxiety. From helpful exercises to a list of mental health resources and even a handy "panic" button, this website will have it all. We can't wait to share it with you!