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Branding + Sales Funnels Henry Kaminski, Jr

Posted by Wes Schaeffer | Apr 9, 2021 4:00:00 AM

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Branding Tips you'll learn on this episode of The Sales Podcast

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  • What is your content strategy?
  • Your funnel is wide at the top
  • You want to qualify your prospects early once they are in your world
  • MOFU is more of "how to?"
    • Teach
    • Edutain them
    • "Oh yeah, I want and need that."
  • BOFU is where the deal gets sealed
    • Behind the scenes
    • Demonstrate your expertise
    • Strong CTA
Prospects don't value free."
  • Disqualify 80% of your TOFU
  • Let them qualify themselves out and in
  • You must know your ideal client and the problem you solve

Related Posts:


  • Know how your prospect likes to research and solve their own problems
  • You must know your client better than they know themselves
  • He doesn't do "free" anymore
  • Prospects don't value free
  • He charges $500 for an initial consultation
  • He's the Brand Doctor
  • Discover and diagnose first
  • Re-engineer those who self-diagnose
  • Get your prospects to see their true problem in a new light
  • Brand Accelerator is a DFY over 90 days
  • 1-on-1 consulting for guiding tips to beat trying issues
  • He does very little paid advertising
  • Google, Apple, Facebook, etc. are changing how you target prospects online
  • Henry does a lot of content creation
  • Be omni-present
  • The funnel is the rails for your business so people know what to do first, second, and third
  • What is branding?
    • It's not a logo, or your color palette, etc. Those are assets
    • Your brand is the feeling people get when they interact with you
  • How do you describe what you do?
  • How'd you get started?
  • What's your higher mission?
  • What makes you different?
  • He bridges the gap between branding and direct response marketing.
  • How do you do that?
  • Why should someone believe that?
  • What makes you credible?
  • How does this impact your credibility?
  • Now look at your competitor profiles
  • How do you fill the gap?
  • Who are their customers and how do you get them to buy from you?
  • What does it look like to work with you?
  • Diagnose, Design, Implement in 90 days
  • Systematic and proprietary
  • Just show up to the six 90-minute Zoom calls
  • Show the line items in his project management platform
  • It's a framework but not a cookie-cutter process

SELL MORE OF EVERYTHING IN THIS GROUPLinks Mentioned In The Sales Podcast

Topics: The Sales Podcast, Marketing Automation, Digital Marketing

Written by Wes Schaeffer

Wes and his wife just celebrated their 25th wedding anniversary. They have seven kids, which means Wes is motivated to find what works and help you apply it to grow your sales so he can buy diapers, groceries, braces...and bourbon.

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Henry Kaminski_Wes Schaeffer.m4a: Audio automatically transcribed by Sonix

Henry Kaminski_Wes Schaeffer.m4a: this m4a audio file was automatically transcribed by Sonix with the best speech-to-text algorithms. This transcript may contain errors.

Wes Schaeffer:
Henry Kaminski, Jr., all the way from New Jersey, you want to productize the knowledge you have in your head? We do that. Welcome to The Sales Podcast, man. How the heck are you?

Henry Kaminski:
Well, thanks for having me, man. What a blessing.

Wes Schaeffer:
So, you know, you made me cry on your podcast, so now we're not done 'til you're in tears, man. It's gonna be like Oprah. All right? I'm going to have you sobbing; snot bubbles. I'm changing the whole interview.

Henry Kaminski:
I love it.

Wes Schaeffer:
So, funnel -- so UniqueDesignz.net -- designs with a Z. That is your business.

Henry Kaminski:
Yes, sir.

Wes Schaeffer:
Branding plus sales funnels. So what the hell, man; are funnels -- can I be honest with you? Can we just cut to the chase?

Henry Kaminski:
Please.

Wes Schaeffer:
Are funnels played out? Everywhere I look, funnel this, funnel that; phone funnels, ClickFunnels, funnel-funnel. I mean, I want a funnel cake. All right?

Henry Kaminski:
I like that.

Wes Schaeffer:
What's all this? Dude, what the hell's going on?

Henry Kaminski:
Yeah. I think for the people that are trying to get rich quick, it's played out. For the folks that want to build a legitimate, sustainable business, they are the vehicle of choice to help you grab your audience's attention and guide them to a buying decision; and I am a firm believer of this. If done correctly, funnels will be a phenomenal way for you to scale revenues -- online or offline, doesn't matter -- but I truly believe that every business does need a funnel. But it's all about the approach, right? And I think to your point, Wes, funnels get a bad rap because of a lot of folks misusing them. We can talk about this; we can go as deep as you want.

Wes Schaeffer:
Well, so what exactly is a funnel? I mean, in my opinion, it's just -- it's rebranding. It's giving a name to -- nurturing to just good business, right? Cast a wide net, sort of separate serve those who raise their hand. I mean, is that what we're doing?

Henry Kaminski:
Well, you know, yes, you're doing all of the above, but you're doing it now in a sequence that is very intentional so that people know what to expect first, second and third. So the conceptual view of a funnel is getting people to know, like and trust you, right? We get that. That's elementary. The tactical or technical is a series of landing pages that guide people to a buying decision. Simple as that. And there's platforms out there, like you mentioned before, ClickFunnels, but there's tons of them out there -- Builderall and Kartra and all these other ones -- I'm loyal to ClickFunnels because Russell Brunson was a client of mine for a very, very long time. We have a great relationship. And there is -- I'd rather stay put because of our relationship and it does what it needs to do for me, ClickFunnels, and there's no reason for me to leave.

But the ways that you can build out funnels in this platform is easy for the tech savvy -- and this is something that I'm definitely going to emphasize, is if you think that you're going to build your own funnels, keep thinking. And I think that's where we get mixed up. I love ClickFunnels to death. It is a phenomenal tool. I recommend it to every one of my clients. But you shouldn't be the ones building your funnels. You should be staying in your lane, doing what you do best, and either outsourcing it or getting somebody that knows what the hell they're doing to build it for you. And that's the way it goes. So where are we going with this? Where do you want it? Where do you want to go next?

Wes Schaeffer:
So I want to go to the bar, but, you know, it's only 10:30, and I've got other calls, okay, so quit tempting me, and it's only Monday.

So all You say people shouldn't do it on their own. So maybe there's some misnomers about what a funnel is, because you talk about a series of landing pages? I mean, is a funnel as simple as, hey, you, here's your free report. Opt in, sign up for our birthday burrito club and we'll send you a free coupon on your birthday? Is it that simple? Does it have to be super-intricate and elegant? Do I need a different funnel for St. Patrick's Day versus Fourth of July? I mean, is this just too daunting for the average person?

Henry Kaminski:
That's a great question. Yeah. And the answer is yes to all of that.

Wes Schaeffer:
Okay.

Henry Kaminski:
All Well, let's break it down, okay? So the conceptual part of a funnel is really your content strategy or what needs to go for a second and third. So let's look at the top of the funnel. It's really wide. And the purpose of a funnel is to qualify the right folks to get to the place where you want them to go. So top of the funnel is going to be some really broad information, how to -- it's going to be aspirational, inspirational. You're going to really showcase your personality up there so people get a chance to get to know who you are or get to know what your business is all about, what it stands for.

The middle of the funnel is going to be a little bit more how-to. So it's how do you do this, how do you get that. It's more of the how-to stuff and that's where you get into teaching, that's where you get into edutainment, where you're educating them, but you're entertaining them at the same time. So that's the middle of the funnel. So people are going to start to say, oh, yeah, I need that. I want that.

And then the bottom of the funnel is really where the deal gets sealed. So you're putting out content like case studies, you're putting out content like testimonials; you're putting out behind the scenes content, showcasing your expertise, demonstrating your expertise with a strong call to action at the bottom that says, I want you to do this next.

So you're going to disqualify 80 percent of the people that come into your funnel, which is smart, and you only want 20 percent to come in because those are the people that are going to be qualifying themselves -- hear me out -- qualifying themselves into your product or service. That's the power of funneling.

Wes Schaeffer:
Hmm. Okay, I think I'm liking this. At what level does this work? Like, is the CEO of Ford going to opt in for a free report or is this more for like B2C or selling maybe into the SMB space?

Henry Kaminski:
Yeah, so this is a great point. So when we're working with clients, we don't touch funnel building or funnel architecture until we get a better understanding of who their ideal client is and the problem that this business is solving for that ideal client. Hold on one second.

Wes Schaeffer:
Kind of talk to the kids, what is this? Are you working from home or are we under a global pandemic? What the hell, man? I expect more. I don't know. Hey, quiet, kids, OK? I mean, never happens to me, dude. So tighten this stuff up.

Henry Kaminski:
Listen, we did a podcast. You came on my show last week and I had a podcast right after you and the Viking pest control guys come for their for their monthly thing. And my dog, every time you ring the doorbell, go -- and it's a 60-pound pit bull. So in the middle of the interview, it sounded like somebody was getting attacked by a pit bull.

Wes Schaeffer:
Dude. My office was downstairs at the front door. I had to move upstairs because we've always had a dog. It had the biggest lab with the biggest bark. He would scare me out of my sleep ten years after I owned this dog. It was that big of a bark, like, holy crap, man. Try doing a call. Oh, well.

Henry Kaminski:
So anyway --

Wes Schaeffer:
So we got to know the client and we go to know the problem that we solve.

Henry Kaminski:
And we got to understand the vehicle in which they like to consume their solutions. So to your very point, the CEO of Ford is not coming through a funnel.

And to your point before, like white papers -- I hate to say this, and please don't take my tone of voice as condescending. Don't, because I want to truly help you here and I'm not talking down like I know everything. Believe me, I know a drop in the bucket compared to what some of my colleagues know when it comes to funnels. So I just want to level the playing field here. I'm not trying to sound like some East Coast tough guy who thinks he knows it all. The reason why I say pay attention to how you're trying to attract a lead is because you may be using the wrong vehicle.

So if you're selling a high ticket product or service, let's say you're selling high-ticket coaching or you have it done for your service, that's 10, 15, $20,000-plus. Do you think it's going to get your ideal client excited to buy a $47 widget? What problem is that $47 widget going to solve for that person that has a bigger problem -- and is willing to pay a premium for it, too? These guys and gals, they want this problem to go away; do you think that $47 widget is going to do it? No. So why build a funnel selling a $47 widget? You should use another mechanism.

If you know your client better than they know themselves, and you could articulate their problems better than they can tell you, you're going to win their business. And that's sales, right? So what you do is you get them on a phone call or you get them on a Zoom as soon as possible. Now, you can have this to be gated. You can have this to be a paid consult or it could be a free consult.

It's completely up to you. I don't do free anymore because I know people don't do anything with free and they don't value free. So for you to have a 45-minute conversation with me, it's a $500 investment. But what we do is we figure out where you are right now in business, where you want to be in business, and the obstacles and challenges in between that you're going to need to overcome to get you there.

They don't call me the Brand Doctor for nothing, Wes. You know, I have a very systematic approach in doing it and getting the results for my client. Step one is diagnosis. You have to diagnose and discover what is actually going on. If you had a headache and you went to the doctor and they said in two seconds, Wes, we're going in for brain surgery, would you not -- you know, what a brick. And you'd probably want a second and third opinion. Same here. That assessment helps with a real discovery and diagnosis because a lot of people come to me self-diagnosed, as I'm sure a lot of people come to you and your and your listeners come self-diagnosed.

"We need a sales team. We need a better salesperson. We need this." And then when you ask a few probing questions, you realize that that's not the issue at all. It's about -- it could be this. So that's something that we do on the front end of our funnel to help qualify our clients, but make sure that we give them exactly what they want because something's not working. Something's not working. Something needs to be assessed in order to break through.

So over the 14 years of me doing what I do, I realized that, like, that is the best vehicle to qualify my clients and get them get them solid results right up front. Like, I know some -- there's clients that have gotten the assessment that said, wow, you gave me such a breakthrough on this, I don't need to move forward; I can just have my team execute or whatever. But the majority of those folks say, whoa, you got me thinking differently. I have no idea that I needed that before I needed this, so on and so forth. And then we present to them different options that that they can work with us.

We have the Brand Accelerator, which is a huge -- which is a 90-day done-for-you program. It's a brand development program where we build out your messaging, your phone calls, your website, your identity online. It's like the whole kit and caboodle. But then we also have one-on-one consulting, which I really enjoy doing. You may have a team, you may have people to to to do the lever pulling for you and you just look for somebody to help guide you in the right direction. So I have a one-on-one program that we meet once a month for 60 minutes and you come to me with prying issues inside of whether it be messaging, whether it be fun architecture or marketing, and we we muscle through that.

I have quite a few of colleagues in my space coming to me now, hiring me for console because I'm a few exits ahead of them on the highway. And they want they want the guidance and expertise. So I'm giving you some examples here. And at the same time, you know, I'm showcasing what we do. But I want to give you those examples because this is how you could productize your expertise and monetize your expertise in many different ways. So to answer your question, Wes, really depends on your ideal client and the problem that they're trying to solve and how they want that problem solved; then you build the funnel around that and then you can bet that your conversion rates are going to be a lot better and you're going to have the right people getting in front of you.

Wes Schaeffer:
So these funnels, does it work for paid traffic? Does it work for social media? You know, referrals? Is it all of the above? Does it just depend?

Henry Kaminski:
It's all of the above. And you'll laugh, but I run next to nothing when it comes as far as far as paid advertising. I do very, very, very little paid advertising. And now with this whole Facebook and Apple war and Google's now jumping on the bandwagon and you're not going to be able to cookie people and pics of people and all that stuff, you're in for a rude awakening for those folks that relied heavily on paid advertising. You know, some of the things that I'm seeing my colleagues -- I'm in this mastermind group with a bunch of marketers and they spend -- you know, the one guy spends like $1.3 million a month in paid spend.

And he's pooping a brick, you know, for lack of better words, because it's going to change his whole operation; where for me, I do so much content marketing, where I'm out there live streaming out on Clubhouse, I'm doing podcasts, interviews; I'm doing all the stuff without any paid traffic -- it's not really affecting me too much because I am omnipresent. I am on multiple channels all day long. And I should say all day long, consistently, and that's how I'm building my tribe, my audience and we're bringing them down the funnel.

So the funnel is the rails that you want to have for your business, so that people know what to do first, second and third. Like if you go to my Instagram, for example, there is a link in my bio that says we help entrepreneurs dial in their message, optimize their funnels, and attract higher quality clients. Click here. Click on it, you're at my funnel, you're going to watch a 25-minute video of me explaining how to do this, and then there's a call to action, book a brand assessment, let's get this party started. And it's that simple. It's a two step funnel. That's it. And then we get on a Zoom call and then the funnel continues, but it's not on ClickFunnels anymore. It's now in person.

So now that we have your business assessed, we actually drill down and we have the actual issues that are going on inside your business and not the surface level stuff that you came to me with, here are my recommendations, you know. And they have options. You know, they don't have to move forward with me, but they have options. Now you may have a whole new look on life and on business, and now you got the clarity and focus.

So that's the funnel, right? That's the funnel. So the funnels are definitely going to help your audience get on the rails, get on the parkway that they need to -- get on the road that you want them on so you can guide them down the right path. And that's why I recommend funnels for any business, big or small. On or offline, very, very important to have that mapped out.

Wes Schaeffer:
So you have an advantage, man. I'm on your Instagram here and you're just this beautiful, sexy beast, okay? And I got this face made for radio. And now, what do you have for, like, the average and ordinary people like me here?

Henry Kaminski:
Get out of here!

Wes Schaeffer:
What should I do? Can I send you postcards? What do you think?

Henry Kaminski:
Get. Yeah, you're a pisser [sic]. Yeah. It doesn't matter what you look like, but I will tell you this: the more confident you get on social media, the more business you're going to bring in. And I wish I can tell you I was this fluid and this calm and this collected when I first started. I was not. I was awful. I didn't even know how to frame myself in front of the camera.

I didn't have the lighting. I didn't have the microphone. I didn't have the tech. I just kept doing it. I knew that I wanted to help people get over the obstacles of them trying to scale their business online. I wanted clients, I wanted my audience to represent the best way possible online. Because I used to get looked over all the time, believe me. When my brand was was being formed and it was growing and I was trying to figure out my voice and the way I wanted to show up online, I lost the six figure deal because they said that I didn't look big enough. I didn't look big enough. And I was like, okay, fair enough.

So I went to town and I hired a brand coach and a brand identity designer and they redid my entire website with the messaging, everything. And we started getting bigger clients. We started getting bigger clients. So it is a marathon, my friends. It is not a sprint. And it is an ongoing investment. It is an ongoing investment. But I will tell you this, if you invest in your brand the right way, you may never have to rebrand it. You may never have to rebrand it.

Wes Schaeffer:
So when does somebody know to focus on branding? Because I've had this discussion/debate with a lot of guests. I tell a lot of my clients, especially if they're smaller, newer, to not focus on branding, to go out and prove themselves. Like, go work, go create some results. You know, you want to start tweaking logos and stuff instead of making some phone calls and getting some damn business.

Henry Kaminski:
That's branding, Wes. What you told them to do is still branding.

Wes Schaeffer:
Right. I tell them you build a brand over time by the results that you produce for your clients. Then you have money to go ahead and get a Super Bowl ad. But I mean, go prove you can deliver results before you go spend money on the Goodyear blimp.

Henry Kaminski:
Yeah. And I think let's go back one second and define what branding is because it does get mixed up a lot. Like, branding is not a logo, it's not a website, it's not your colors. That's brand assets; it's brand assets, okay? Brand is the experience, brand is the feeling, it's the emotion that people get when they interact with you.

So when I first met you, Wes, I was like, here is a guy from the Midwest who's no-nonsense and knows his stuff when it comes to sales. And that's -- as soon as you popped on my screen that's the impression I got. That's the feeling I got. That's branding. That's branding.

So I share that with you because I think we get mixed up, like when we thought when we think branding right away, we think logo and that. So it's that gut feeling people get. So to your point, Wes, when you told people don't focus on branding, go out and get your results, what you're actually telling them to do is go and create that connection, go and create that feeling.

Henry Kaminski:
So you're telling them to go out and brand themselves, just not in the aesthetic way, just not in the asset way. So you still need those brand assets, but you really need to build that connection, experience and feeling first. That's how -- and that's through getting the results. That's through experience. That's through putting yourself out there.

So that's the key to branding, is to really establish that stuff first. So how do you want your audience to perceive you? What should you sound like? What should you look like? What is your brand culture? Even if you're a solopreneur you can have an internal culture, a.k.a. the values that you live your life with. That's your culture, right, because you are an offset of -- your brand is an offset, your business is an offset of who you are. So I'm not exactly 100 percent sure who your customer who your audience is here, Wes, on the show, but it's probably salespeople. It's probably solopreneurs, performance coaches, consultants, perhaps, that are trying to build a stronger business acumen.

You are your brand. Your story is your brand. You have to you have to know how to position yourself properly, so when you go to sell a 15, 25, $80,000 service or product, they're like, okay, how do we get started? You know, I think people have a tremendous amount of skill, knowledge, wisdom, expertise, but they just don't know how to position it properly; and for me, that's wasted talent, and the saddest thing in life is wasted talent.

Wes Schaeffer:
Yeah. And it does matter. I mean, the image matters, I've closed deals -- you know, I tell people time kills deals, right? And it's -- in the beginning, if you're too slow getting back to someone, you can kill it. But conversely, once you've got a good prospect in the funnel you need to take your time with them.

Henry Kaminski:
Sure.

Wes Schaeffer:
And I remember a couple of years ago, I was working with a client or prospect, and for me it was an easy gig. But the more I learned about them, they were a multimillion dollar subsidiary of a billion dollar corporation. And if I priced it too low, I knew what they would think I wasn't good enough. So I more than doubled my price and they took it without batting an eye, like I should have like tripled or quadrupled you.

So but they -- bigger companies, and there is -- it's like the old Supreme Court thing when they were talking about pornography, right, and they were like, I don't know how to define it, but I know it when I see it. Like -- like there's quality. They just -- we just feel in my bones, right? I mean, how do you -- how do you pull that out of someone and and help them portray that?

Henry Kaminski:
So how do you -- how do you help them position themselves?

Wes Schaeffer:
Yeah. Like, how do you -- do you have, like, a proprietary system or is it just experience? Like, when you're working with a client, say, hey, I'm going to -- I'm going to take you from from grade school to, you know, putting you out there with advanced degree for the world. They're going to see you and know you're a legit player in the space. How do you -- how do you help them convey that message?

Henry Kaminski:
That's awesome. So part of the strategy, part of the Brand Accelerator program, we take our clients through a founder profile because we want to -- I want to get a better understanding of who they are.

So one of the questions that I ask is how would you describe what it is that you do? And the next question I would ask is, what got you into this line of business in the first place? And then the third question I would say is what higher mission are you on? We're working with a client right now that their higher mission, it's a woman-based business, so their higher mission is equality and diversity. They want to give their clients the comfort and courage to go on and make the world a better place. So this is the purpose. This is the purpose.

And then, what is the uniqueness of the business? So here's a few questions. One is, what makes your business different from everybody else? Then the next question is --

Wes Schaeffer:
A lot of people can't answer that question.

Henry Kaminski:
I know. It's a very, very tough question. It's a very, very tough question. I've gotten mine down to a pat.

So if you were to ask me what makes me different from everybody else that does branding or funnels, I bridge the gap between branding and direct response marketing. Nobody really does that as good as me, and that's what makes me unique. That's what makes me unique because it's always one or the other. You get a really great direct response person or you get a really deep branding person, but you don't have both.

That is like my -- forget it, you know, that is my secret weapon, which is now no longer secret, but that's it. But that's what you want to tell the world. That's what's going to make you unique. That's what's going to drive them to you. But the next question is, well, how do you do that? Well, we do that through the Brand Accelerator program because we take you through the thorough brand strategy and the marketing strategy, and then we also build it all out for you, too, through funnel building, through website design and brand design.

So that's that. The next question is, why should somebody believe that? Why should somebody believe that? Well, how are you demonstrating this right then the next question is, what makes you credible? That's the next question, is what makes you credible? Is it your client base? Is it your experience? What is it?

And then lastl,y is, how does this impact your credibility? How does this impact your credibility? And then from there, we want to get into competitor profiles. We want to look at whose clients do we want more of? Why do we want those folks? What are those -- what is your competitor doing to earn those clients, and what could they be doing better -- a.k.a., what are we going to be doing to fill that gap?

And then, who are their customers and why aren't they buying from you? So that is just a drop in the bucket to what we do with our clients to help them get the clarity and focus they need to go on and develop the brand and marketing strategy they need to build the right funnels, to build the right brand message, to build the right online presence, to get those right folks coming in to their business.

Wes Schaeffer:
So when you're working with a new client, how often are you like redoing a website versus pulling this messaging out and working on the funnel, kind of behind the scenes or like the interior pages, you know, off of the main website?

Henry Kaminski:
Yeah. So most clients, when they come on board the Brand Accelerator program, they're -- nine times out of ten, are going to go through a rebranding process. So they're either going into a new market segment, they're irrelevant, their messaging is no longer relevant, their online presence doesn't really represent what it is that they do; they're just not getting traction because people are just ignoring the offers and ignoring they're not getting the conversions. So there's a branding issue here -- a branding issue here. If people aren't resonating with your message, that's a branding issue.

So nine times out of ten, we got to go back to the drawing board and go into a brand strategy and then from there figure out, okay, looks like we're going to have to redo the website; looks like we're going to have to reconsider our content strategy, our social media strategy, etc. So that's a typical -- so it's not like we're going in and changing one page of a website or tweaking a funnel. Mostly the common issue is, whoa, there's a way bigger problem here and we need surgery. This isn't a Band-Aid. This isn't a wrap-it-up-and-call-me-in-three-weeks type of thing. We're going in for surgery. But before we go in for surgery, we're going to make sure that we do the proper prep. And so we have the right tools we need to get you the results that you're looking for. So it's a lot of times we're doing a big overhaul. It's not just one thing.

Wes Schaeffer:
Do people coming to you too desperate sometimes and you can't help them?

Henry Kaminski:
Yes, and I wouldn't take that work on because I want a confident client. I want a confident client. I was just talking about this, when you're productizing your thinking and you're building your product library out. I'll give you a quick example, Wes. Found somebody on social media and they sounded like they knew what they were doing; they looked like they knew what they were doing. So I got him on a Zoon call and I said, here is my challenge; what does it look like to work with you? And here's what they said, you're ready?

"Well, we work, like, kind of like in a couple of different ways." I'm using the words that they were using, verbatim. "We usually, like, we can work on -- we could work on a one-on-one consult basis if you want, or we can -- we could work by project." Okay, well, what does that mean? "Well, you know, I would have to get back to you on that, because, you know, I don't know."

Are you confident in hiring that person? Are you? Does that get you all warm and fuzzy, like they're going to -- they're going to solve your problem, right? Now, let's flip the script. Let's go and let's add -- that's branding right there. That's poor branding because they're not prepared and they're not delivering a feeling of confidence. So now let's redo this. Now you come to somebody who looks like they know what they're doing, sounds like they know what they're doing; you get on a zoom call and you say, well, what does it look like to work with you?

Well, we work in three steps. It's diagnosis first, we strategize second, and then we actually apply all of that strategy in a 90-day program called the Brand Accelerator Program and we handle your marketing strategy -- your branding strategy and marketing strategy and we actually do all the heavy lifting for you. We build your website, we do your logo, we do your brand color scheme; we do your funnels. We do all of that in a very systematic proprietary process. And all you have to do is show up to the strategy sessions that you and I are going to do together, six Zoom calls, all recorded, 90 minutes or less. And we walk you through the strategic process first, and then we go and build.

Now, how do you feel about that experience? Whoa! Okay. So you got this dialed in. You've been doing this a while; you got a process. And then I could share screen and show my BaseCamp platform, which is my project management platform, where we manage the success of every project. And we show them phase one and all the line items. We show them phase two. We show them phase three. And then we tell them as soon as we check all these off, we're done with the project.

Now, the framework is solid but it's not a cookie-cutter approach because no two brands or businesses are the same. So I have my framework and process nailed down, but the beauty of what I do and which is why I love what I do, is it's unique to every business that comes in the program. So it's never the same. And that's a blessing. That is such a blessing. And I just -- I just love working one-on-one with people. I mean, I just love people and then I love to see all that thinking come into fruition and actually become something tangible, like a website, like a logo, like an identity online, right?

So that's the beauty of the program. So just getting back to the point, your brand is everything because it's the feeling that people get before they pull out their credit card and buy from you. So who are you going to buy from the person who's super confident in what it is that they're selling? That has the structure or somebody that's giving you fluffy answers and, you know, you feel it in your gut that this person doesn't know what the hell they're doing.

Wes Schaeffer:
Mm-hmm.

Henry Kaminski:
Right? Scary stuff. We've all been there. And so I said, I want to hire, I want to work with people that are confident in who they're hiring because you got to hire who you trust and you got to trust who you hire. So if you come in with a lack of confidence and you're on your last buck, not the client for me. Not the client for me.

Wes Schaeffer:
You can't save every puppy in the pound.

Henry Kaminski:
Nope, nope. That's a great point. That's a great point.

Wes Schaeffer:
How do you know that your marketing is going to grow sales? Because a lot of folks, they have good marketing, but they have crappy sales. You know, you throw the meat over the fence, say, I'm going back out hunting and you come back and it's just spoiled meat; like, well, I don't know how to skin a deer or cook, so, like, what? Right? Do you help them with sales, too, or do you just make sure they can sell before you take them on?

Henry Kaminski:
Well, when they come through the process, they're going to realize that there's going to be some sales coaching involved, because at the end of the day, Wes, I don't want to -- I don't want to build some pretty for them. I want to build something that's functional that's going to actually convert..

So they're going to get -- they're going to get a crash course in value-based pricing and positioning really, really quick, because that is going to help them position them to sell high tickets. See, I like working with folks that want to sell a high-ticket product or service because it's going to blow out your margins, meaning in a good way, you're going to have way higher margins and you're going to get your time back. You're going to get your time back. You're not going to have to work with as many people. We were working with a client in Canada who was charging $250 an hour and she's been doing this for 20 years, and she just loaded her calendar up because she couldn't afford not to book those consults.

So I said, what if you did away with all of that and came up with a $15K program and a $25K program, and just eliminated that rat race. She says, well, my brand doesn't -- I'm not confident in the way it looks, I'm not confident in the way it feels. I said, we'll take care of that. But let's rewire your thinking. How many clients will you need to make $1 million if you're selling 10 and $25,000 programs? Well, like half. Okay, now we're on the right track. So now we go into application funnels, we go into really positioning herself as the subject matter expert -- she's been doing this for 20 years; she deserves way more than $250 an hour. So --

Wes Schaeffer:
Crazy, huh?

Henry Kaminski:
It's crazy. And you know what's funny, Wes? I went through that for many, many years myself. It took me a decade was for me to finally realize the value that I was delivering. Russell Brunson, when I was working with him, he said, Henry, I would never be able to do this without you. Look at what you do. You know, you dial in my messaging, which is the hardest part, but you also make it look premium. Like, you're so important; what are you doing, selling logos for $50, right? And I'm like -- and to your point before, Wes, when you sell too low, you just cut yourself right out of the competition because the person's like, well, how good could it be? It's $100.

Wes Schaeffer:
Mm hmm.

Henry Kaminski:
So very, very important. So I think the initial question was, how do you know the marketing is going to work and how do you know the marketing is going to convert into a sale. You don't, first of all. I would never say that I could guarantee that. But what I can say is authenticity, transparency and demonstration of expertise. And you leverage that for your marketing, you got a really high chance of closing more deals.

Wes Schaeffer:
Right. All right, man, I know you've got to get on to your next thing. I'm linking to your business, Unique Designz with a Z, UniqueDesignz.net. You've got a book of brand assessments; you've got some videos. I mean, dude, you're like -- you're like a super-sexy pit bull.

Henry Kaminski:
I get that a lot, dude, especially in Miami. Forget it. They're like beeping their horns and like they -- you know, especially if I wear big sunglasses. Forget it. It's fun. It's fun. It's fun.

Wes Schaeffer:
And I see, I mean, you got this kind of like almost pink, kind of purplish -- I mean, you're in touch with your feminine side. So it's a very confident man to do that. I mean it. Yeah, I think I might have to just hop in here and get in your funnel.

Henry Kaminski:
Let's do it. Man, I would love to have you come in my funnel. Yeah. You know, purple is a great color. It's a color of royalty. It's the color of luxury. And I've always -- I've always been -- I grew up a very humble person. My father raised me by himself. He worked four jobs and we always had the bare minimum. You know, we didn't have the fancy stuff, but we did have a lot of integrity. We did have a lot of great work ethic and he taught me what it was to work hard.

And I said to myself, when I am of age to to make my own money and to create a business and to create something of my own, you know, I want to enjoy the finer things in life. And I'm able to do that now. And I think that's where the purple color comes into play, because it is royalty, it is loyalty. It's premium. It's luxury. And that's what I'm into. And I know a lot of my clients there at that level where, you know, they want to scale up into that lifestyle; or they're there and they want to polish it all up because they've gotten to where they're at because that's all they know, and they just got it there by luck and sheer grit. Now they want it to come more systematic. They want it to be more fit; they want it to be more fitting. Mm hmm. And that's why they come.

So that's why they align with that color scheme. And like you said, it takes a certain individual to pull those colors off. And I can.

Wes Schaeffer:
You're doing it, brother. Very nice.

Henry Kaminski:
Awesome stuff, Wes. Thanks for having me again. It's always a pleasure to chat with you.

Wes Schaeffer:
Man, great to see you. So, again, UniqueDesignz.net, go hit up Henry and then come see me in Cali, man. I'm too much of a wimp, man. I'm scared of TSA like probing me and stuff, so I need you to come see me. All right?

Henry Kaminski:
Do you like wine?

Wes Schaeffer:
You know, I drink wine, I don't know if I like it; I guess it depends. I'm more of a bourbon guy. But hey, if you're buying, I'll drink it.

Henry Kaminski:
What's your favorite scotch?

Wes Schaeffer:
And we have like 43 wineries right here.

Henry Kaminski:
I know. That's why I ask. What's your favorite scotch?

Wes Schaeffer:
Oh, Scotch. That's a good question. I've got a Dalmore over there that's pretty good. I've been enjoying Oban, pretty good. I drink more bourbons then scotch, but I've got -- I got several good scotches. I got a nice Glenmorangie there; little bit of everything, man.

Henry Kaminski:
Nice, nice.

Wes Schaeffer:
How about you?

Henry Kaminski:
When I come out -- but you definitely got to get me leveled up on my bourbon game. I'm not a big bourbon guy, but I don't mind it. But it's got to be good. But I'm a McCallan guy, man. I like my Macallan 18.

Wes Schaeffer:
Hard to go wrong with McCallan.

Henry Kaminski:
Right? I like my Johnny Blue. And, you know, I just I'd stick with -- I stick with the the real smooth stuff because you know with Scotch, this is my experience. If you go -- and this may be -- this may be a good business lesson, too, but if you go with the cheap stuff, you're going to feel it a lot harder than if you go with the more expensive, distilled stuff.

Wes Schaeffer:
That's any spirit. Yes, any distilled spirit. But I mean, Scotches are so different because you can get like one of those peaty -- like I've got a Laphroaig, and man, when you -- when you open that and then when you sip it -- you remember -- you remember playing football in the backyard in like fifth grade in the rain?

Henry Kaminski:
Yeah.

Wes Schaeffer:
And it's muddy and you get tackled and they knock the wind out of you at the same time, so you hit the mud with your mouth wide open and you think you're going to suffocate from mud and grass and sweat and tears, and you come up chewing and spitting and coughing? Yeah, that's Laphroaig.

Henry Kaminski:
Yeah. That's the -- we're not playing with that stuff. That's on my hit list, that stuff. Forget it.

Wes Schaeffer:
Oh my goodness. But when you learn their history, there's like eight distilleries -- I think it's eight -- on this island of Islay with a population of 2500 people. So I'm like, those are my people. And they just live to make scotch.

Henry Kaminski:
I love it. I love it. I love it. I love it.

Wes Schaeffer:
So I am going to go see them soon.

Henry Kaminski:
Very cool. Very cool. Very cool. Very cool. Well, Wes, thanks for having me, dude.

Wes Schaeffer:
All right. Good to see you.

Henry Kaminski:
Let me know when this launches; I'll promote it all over the place. And thanks again for letting me share my message, and hopefully we helped a few people today, get a little bit more clarity on branding and funnels and, you know, the proper way to to come in to the world because there's a lot of people coming into the funnel world that aren't educated or they come in hot because, oh, they think of the funnel is going to save the day, and they realize after 10, 15, $20,000, that oh, crap, I should have done this the right way first.

So I just want to say, you know, be careful, don't -- you know, crawl before you walk when it comes to this stuff, because there's a lot of people out there that want to just take your money and then you're not happy with the result. So, you know, like I said, trust who you hire, hire who you trust, and you'll be all right.

Wes Schaeffer:
They're everywhere. All right. Henry Kaminski, Jr. from Jersey. Thanks for coming on, man.

Henry Kaminski:
Thanks, man.

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