How to Convert Followers to Clients with Henry Kaminski Jr. [The Brand Doctor], Ep #44
Mark: Listeners, welcome to the Content Callout. You've got Mark here today. We have The Brand Doctor himself, Henry Kaminski, Jr. He's the Founder of Unique Designz, which is a full- service design, branding and digital marketing agency that is dedicated to helping personality brands, coaches, consultants, influences speakers, authors design and grow their brands to scale their profit and obviously increase their online exposure. He's a great guy. He's got a great strategy. I love what he's doing. His brand is really, really, really well tightened up, like really sewn up. Love what he does. Check out this fantastic podcast with The Brand Doctor. The Brand Doctor himself. How are you?
Henry Kaminski, Jr.: Mark, what's shaking, man. Good to see you again.
Mark: Yeah. Good to see you too, dude. I'm stoked that you're here today. I'm really excited to get into it. We've already done your intro. for the listeners, if you're listening in right now, we're going to talk about these three things, so you got to stay tuned to get all of this stuff right to the end. We're going to talk about social media marketing strategies that convert followers to clients, this is something that everyone wants to know, how to scale your expertise and potentially position yourself as an influencer/ subject matter expert/ thought leader and things that you've got to ask yourself when building your brand. This is the bread and butter of what Henry does, so let's get right into it. Henry, what are some things that will help people to convert followers to clients?
Henry Kaminski, Jr.: Oh, man. We are working on a really cool strategy right now. Have you heard about the Clubhouse app yet?
Henry Kaminski, Jr.: Okay. We're building out Clubhouse funnels right now for our clients and they are just... It is such a land grab, it's unbelievable. One of the things that Clubhouse is, for those folks that don't know, it's an audio platform. The best way to describe this, Mark, is if a podcast made love to a mastermind group, you have Clubhouse.
Henry Kaminski, Jr.: Remember back in AOL days, they had chat rooms and you could go in and you chat and you could scroll down and there's all the different names of the different rooms you could pop crosstalk.
Mark: Man, I feel like we're aging ourselves talking about AOL and ICQ.
Henry Kaminski, Jr.: Right., t's just like that. But when you pop into a room, it's audio, it's people talking. What we've saw was the rooms, based on who's in them, gets super crowded. I was sitting next to Grant Cardone the other day on an expert panel, we were talking about investing and things like that, and these heavy hitters are coming into these rooms and positioning themselves as the experts, as they are, and droves of people are coming into these rooms to listen to what they're saying. The way that I've been doing it is I have a pretty decent network of like- minded, affluent people and I join masterminds and things like that and become part of these groups. When we went to Clubhouse, we all went as a group. There were some other people in the mastermind group that had pretty big followings and influence. So when you come in with them, it automatically levels up your stock and when you go in and you share a room with them, right away, they're like," Who's this Henry Guy?" and then they start following me. I grew my following by up to 2, 500 people in like two weeks because of that strategy. But then what I'm doing is I can't stay in these big rooms all day long and just rack up followers, I need to create my own space now and create my own authority, my own positioning, my own funnel. So what I do is daily, I will create a room on Clubhouse and I will teach, I will talk about something that bothers my clients, like how to find A players to hire, how to build out funnels, how to position your brand, things like that and I'll start to rack in 40, 50, 60, a hundred plus people into these rooms and I have a call to action. You can't communicate privately on this platform, you have to send them to either Twitter or Instagram, so it's great because my Instagram has just exploded with more followers and DMS because I call them to action to my Instagram, I give away a free gift and I get them into my Facebook group. And now, I have a very dense community of six figure entrepreneurs, those are the clients that I serve, all in front of me that I could connect them with other people in the group, I could offer them different products or services that I'm offering. That is a high level strategy of a Clubhouse funnel that leads into a Facebook group funnel that gets a very dense populated of highly interested people in you. To answer your question, that's just one of many, many ways that we help our clients convert those people into paying clients.
Mark: I want to dive into this for a second because I think a lot of people get really confused about how to build the top end of the funnel to attract people and I think what you're really good at and what you've proven to be really good at is building the community aspect of that so that you're almost fishing in your own stocked pond. You built the pond, you stock the pond and then you fish in the pond.
Henry Kaminski, Jr.: Great way of putting it.
Mark: Right. Let's talk about that for a second and building the community because I think what a lot of people try and do is they sell too early inside of the community and they don't build the following and the loyalty and the rapport enough. That's one of the biggest problems I've seen. How do you build that community? What are you constantly doing to build that rapport?
Henry Kaminski, Jr.: Yeah, so that didn't come easy for me and I will preface it. All right. I would consider myself still a work in progress because I feel like there's different things that I could definitely improve upon for sure. I just want to preface that. I think the biggest thing that, Mark, is relationships, focusing in on the relationships. They're not a follower, they're not a number, they're not a dollar sign, they're people. And if you can create a strong connection with people first, you're going to build a strong community. The other thing is engagement. One of the things that I'm actually being coached on right now, I actually brought somebody in. He's a younger guy, which I love because that's going to be our clients one day, if not sooner than later. I brought him in and he did an audit of the Facebook group and he said," You're not doing bad, but you could definitely be doing better." He gave us, the team and I, some really cool insights. He said," You definitely got to engage by asking questions and you have to be consistent. You have to show up, you can't just let this community go dormant." It's very hard to revive a community after it's gone black or dark, if you will, so creating those touch points are crucial. What I can share with your audience is when you know your audience better than they know themselves and you create that he or she gets me connection, your community is going to be waiting at the door for you because that's what happens now in Clubhouse, where I'll start a room and there'll be 40 people that just go and they're sitting there waiting for me to talk because they had seen me on these bigger rooms on these bigger stages, if you will, and they're like," Well, I really liked what he had to say. I'm curious and now I have more of an intimate space with him." At the end of the day they want to access, especially if you peak their attention, you hook them and you drew them in with your experience and knowledge and wisdom, they want access. These are great touch points, Facebook groups, Clubhouse rooms, things like that, to create those experiences because I think that's what's going to lead them down the funnel into buying from you. I
Mark: Yeah, I love that and I think one of the things that we struggle with is that we try to, many of us in the marketing world, try to talk to too many people who aren't necessarily part of our target market. You try and meet everyone's needs and at the end of the day, they never connect with you in that sort of like he gets me, she gets me way because you're trying to talk to too many groups of people. You're very focused on who your target market is and so to connect with them at that level has become easier because you've been very intentional about it from the beginning.
Henry Kaminski, Jr.: Very true. I told this story in a previous podcast interview. There were days, months, years ago, as I was growing and building my business, working 20, 22 hour days, midnight, 1: 00 in the morning, my wife come into my office," Are you coming to bed?" And knowing what that feels like as an entrepreneur that's trying to grind it out in the beginning or, at that point, I was three, four years into my business and I was still a one man band trying to figure it all out, trying to be everything inside of the business and just burning out slowly. The candle was burning from both ends and feeling that and going through that and knowing at the time that I couldn't afford not to work was... laid a lot of weight on me. I was blessed to be able to figure it out and get to the level where I'm at now, where I could do podcast episodes on a Friday. I could do podcasts episodes, interviews all day long and while my team's working on the heavy lifting stuff. That's a gift, man. That's a blessing. So wanting that for my clients and wanting that for other six- figure entrepreneurs that want to scale to seven and beyond because they have a great product, they have a great service, they just don't know how to get out of their own way, I'm just so passionate about helping these folks because I remember five years ago, six years ago. It feels like five minutes ago. I know what they're going through. And I said," I don't want anybody to have to go through that." There's some personal stuff here that I think is really driving this mission.
Mark: One of the things that you've done a very great job at is positioning yourself as sort of that thought leader, brand expert. I mean, the brand name, like The Brand Doctor, it all ties in, it's very aligned. For those people that are sort of maybe the mid market marketing professionals that are thinking about how do I position the leaders within my organization as the thought leader so that we can use their personal brand to attract people to the business?, how should they start thinking about that?
Henry Kaminski, Jr.: Well, the first thing that comes to mind, Mark, is the folks that you have in those positions have to want that. If they don't want that, that's going to be a very uphill battle and it's going to struggle. If you're looking to fill those types of positions, make sure that you have the attributes of that person that I just mentioned. Because if you don't, you're going to be jamming a round peg into a square hole. That's number one. Number two, you want to make sure that your values align with their value... Well, their values should align with your values. If you are showcasing the expectations, if you are walking the walk and talking the talk, those people should aspire to be that or want to. That is something that I would pay attention to is aligning those values up. The third thing that I would think about is giving them the autonomy to do it like the way they want to do it because that's going to give them the creative juices that are going to allow them to build that thought leadership and to build that credibility and authority. Those are things that I look at when I'm hiring for leadership. I have a project manager, I have a design leader that handles all the other designers. Those are the attributes I'm looking for when I'm hiring that type of person.
Mark: And when you're working with that person to develop that personal brand for them so that they can start bringing in customers potentially through that personal brand or even for their own thing, when people are thinking about building a brand, you have four questions that you say," Look, you got to think about these things before you start building these brand." For the listeners, if you could just educate us on what are those four questions that are like the most important questions to ask?
Henry Kaminski, Jr.: Well, what is a personal brand? I think a lot of people get that mixed up. And this is what's funny, what I'm learning on Clubhouse when I ask people," What's the definition of personal brand?" a lot of times I get," Well, it's how you present yourself. It's how you show up." I've had some other people say," I don't really believe in it because I feel like it's self promoting and it feels icky, like it feels icky." I was like," Interesting." I bumped into a definition of personal brand that I want to share with you guys that I think is really, really, really good. It's the intersection between how you see yourself and how other peoples actually perceive you. And when that gap is really wide, you struggle. But when the gap is narrow, you crush it. That's the first thing is really identifying what a personal brand is because I had to learn the hard way. I thought I was the best thing since sliced bread years ago. When I would ask my clients or friends or family, they had a different perspective of me that I was really unaware of. I was like," Wow, this is really good insight." So now, I will ask my clients. I'm not looking for hugs and kisses, I'm not looking for my ego to be stroked, I need to see my blind spots so that I can address them and I say that upfront. When they give me the feedback, I'm like," Wow, this is what I should pour more into." Now that we got that out of the way, what are the four questions? Well, who are you? Who are you? What are you doing? Why are you doing it and what's your point of differentiation? Thousands of people that do what you do, what makes you different? Those are some of the things. I would even say, I have somebody in my Facebook group right now that wants to build an audience and he's asking," How do I grow a following?" Well, my question to him is why should anybody follow you? And when I do social media audits for my clients because their messaging has just fallen flat, it's fallen on deaf ears and they have a great product and service... This is what drives me nuts. I'm saying," Why should anybody follow any of this content? It's not even on point of who you're serving," or they go crazy with the means and stuff and it gets a lot of followers and likes and things like that, but it's not tied back into what it is that they do for their clients. You'll see, a lot of the bigger influencers out there... And my wife makes fun of me all the time. She's like," What's up with the means and what's up at the reels and stuff? Is that who you want to attract?" And I go," I'm just playing the game." Because the one thing that I will do with all of that is I'll always tie it back to a story or a lesson or a hook that tells a story and helps my clients. I have to use that way to play the algorithm game. You'll see on my Instagram... Like on Monday I was looking through reels and I saw this guy doing wheelies on a motorcycle going 180 miles an hour in a tunnel watching a movie on his phone. I reposted it and I said," Motivational Monday. Who's with me?" and I reposted it. It's got like 30,000 views and all a whole bunch of people commenting because I tapped into their emotion and I triggered them by the video. I hooked them. That was a really good hook. What's my next post on Instagram? It's be teaching something about branding. All of that overflow of all that attention from that reel gets poured into the, really the educational piece on that next post and I just flip flop that back and forth, back and forth, back and forth and my Instagram engagement, impressions and all of that just went. You got to play the game. It sucks because I don't want to put memes out there that are like cheesy, but if I have a good story to tie in to that... I'll give you a funny story. There's an app out there called Reface.
Mark: I've used it. It's hilarious.
Henry Kaminski, Jr.: Yep. I use it, but I use it for marketing. I use it for marketing. And like I said, I hook them with that. I tell the story and then I make my offer, whether it's download this or grab my free gift or do this or do that. That's how you really gamify your content marketing strategy to get them into your world. And once you get them into your world, that's when you really have to slide them down the funnel to get them to convert.
Mark: I think a lot of people, when they think of social aid, they get the educational stuff, they get the informative stuff, but they miss out on the entertainment. I think that that's a piece that... You've got to have all three. It has to be educational, it has to be informative, but it also has to be entertaining. Because if it's not entertaining, no one's going to want to look at it anyway. It doesn't matter how educational it is, if it doesn't hook someone, like you mentioned, you're going to miss out on that audience.
Henry Kaminski, Jr.: Correct? Correct.
Mark: Yeah, fantastic. Well, listen, as we close off here, I've got one more question for you, which is really related to the customer journey. I think a lot of people don't pay enough attention to the customer journey about how their customer goes through the educational, informational process to the point where they actually want to buy your stuff. Can you talk about why that's so important and why marketers need to pay attention to it?
Henry Kaminski, Jr.: Yes. I raised this question in one of my Clubhouse rooms the other day, what's more important sales or branding? I had all the internet marketers coming at me with pitchforks saying sales. I had the creatives, all on my side, saying branding. Here's my question to the audience, how can you sell anything without a brand? When I pitched that to one of the internet marketers that I was getting in under his skin, he said," Well, I didn't have a brand when I first started, I sold my body." He was in the fitness space, Jack Dunne. I said," But that was your brand." He says," Well, when I think brand, I think Apple and Microsoft." I go," There's the disconnect." Guys, branding is a feeling. It is the gut feeling people get when they interact with you, your business. It's the experience. It's not everything else that you think it is. If you don't have a feeling and you don't have an experience to take somebody through, how are you going to sell them?
Mark: Yeah, then there is no journey.
Henry Kaminski, Jr.: There is no journey, correct. There you go. That is something that we must, and I am on a hell bent mission to go on as many podcasts as possible to preach this from the mountaintops, is because we really have to focus on the experience and the feeling and the connection that your brand evokes in order for you to find the right clients and convert those clients. When you can create that, he gets me, she gets me moment, you win and that's what we need to create with our brands. When we're creating or trying to unpack our customer's journey, the first question is, well, what's the compelling event that happened in their life that is making them even search or seek for what it is that you have and are we speaking to that? The next thing is, is, well, how the hell did they find you in the first place? Where are these folks hanging out? What made them engage? What did you say? What did you do? What happened there that made them say," Oh, I got a book this," or," I got to take action. I got to buy this." What makes them come back? What are the values inside of them that make their buying decisions-
Henry Kaminski, Jr.: That make them pull the trigger? Yeah. That's what we need to dive into. And I do a lot of this in my Brand Accelerator Program where I take my clients through a lot of the deep dive branding strategy stuff before we get to the sexy stuff like funnels and websites and logos and identities and messaging and all of that. We need to dive deep into who it is that we're serving? What is the journey? What are the pains and challenges and what are the risks involved if they don't buy your product or service? We go through that in such detail where once we get done, now we know the funnel that is going to convert the best. Now we know how to position him or her online. Now we know what the website should say and how the funnel links to the website and how are we going to cultivate our audience and then drive them down the funnel into our products and services. You can't do any of that without doing that heavy lifting foundational brand stuff first. I hope that helps. I sped through that, but that's what it takes to build a real strong authority and presence online. If you're willing to put in the work, you're going to come out on top. Is it going to happen overnight? Absolutely not. But if you stay consistent-
Mark: I'm so glad that you said that last piece because that's the thing that I was going to ask you. I was going to like," Manage people's expectations here for a second, it's not overnight thing."
Henry Kaminski, Jr.: Absolutely not. I'm in 14 years deep and I'm just getting excited now because I feel like I've cracked somewhat of the code, but I'm always learning.
Mark: Now, you're starting to hit it, yeah.
Henry Kaminski, Jr.: Yeah. I'm starting to realize how strong community really is and the internet has made building communities very easy. The tools are there. You have your Clubhouses, you have your Facebook groups, you have all these different things, we have to leverage them. We have to put them in the right places at the right times and I think that's where people mess their funnel up. Like you mentioned before, they go in for the kill too soon. We're building out this whole Clubhouse funnel and Facebook funnel strategy and I'm not selling anything for another two months because it's like walking into a car dealership, a used car dealership, and getting pummeled. I'm not doing that. If I joined a group, I wouldn't want that done to me. I want to really get to know these people first because I want to make sure if I do present them something that it's something that is going to help them. When you shoot too soon, it's like," Oh, buy this."" Well, I don't know if it's going...."" Oh no, it will." Who wants to experience that? Who wants to have a brand approach them like that? Nobody. So making sure... Community is huge and building that relationship, looking at your group as a family, as a person and somebody that you can truly help and you're dedicated to doing that, you're going to win. You're going to win.
Mark: Amazing. If people want to reach out to you, and I'm sure they will, how do they get in touch with you? Where do they go?
Henry Kaminski, Jr.: There's a few different places. If you want to go to the main hub, you just go to uniquedesignz, with a Z at the end, not an S,. net, but I am very active on Instagram. That's the best place you can get me. It's almost better than a text message. And that's at thebranddr. You can see what I'm doing over there. I do a lot of teaching. I do a lot of fun stuff, edutainment, if you will, that helps people build brands and helps them scale from six to seven figures and beyond. It's just been a beautiful journey, Mark. It was such a pleasure having you on my show and now I'm on yours and loved the conversation. I love that we could go a little bit deeper and it's not so elementary. Some of the shows, I got to go on and I have to take it from step one, so it's great to come on a show and talk a little deeper around these things and hopefully it connects with your audience that is really wanting to build this for themselves at some point.
Mark: Well, we appreciate what you do, man. We appreciate the leadership and the wisdom that you put out into the universe. Thank you so much for being on and have a great day.
Henry Kaminski, Jr.: Thanks, Mark.
Mark: Listeners, thank you so much for enjoying that podcast with me. I always have a good time chatting with Henry Kaminski. Great conversation with The Brand Doctor himself. Hopefully you got something great out of that. Tell me what it was. Send me a message, let me know and have a wonderful day.
How do you convert followers to customers? How do you build a community and a relationship with your followers that makes them even want to buy from you? Henry Kaminski Jr. has a genius strategy that’s worked for him time and time again. In this episode, we talk about social media marketing strategies that convert followers to clients, how to scale your expertise, and things to ask yourself when building your brand.
Henry Kaminski Jr.—AKA The Brand Doctor—is the founder and CEO of Unique Designz, a full-service design, branding, and digital marketing agency.