Ketchwords That Convert

Speaker 1: [Music] hi I'm Melanie bar welcome to the she builted experience with Melanie you're here because you want to experience the life and business that you crave join me as I talk to women who have successfully built it a career and business that they love we dive into the topic of how they built it and talk about everything from Having the courage to make career leaps to the details of how to lead effectively create successful teams Implement strategies for growth and Infuse Tech innovation magic happens when we focus on the part of ourselves and our business that brings us joy so let's dive in Dr Wanda Trini is an entrepreneur and inventor her texting platform catchwords dcom helps experts who speak and do media interviews connect with their Anonymous fans and stop leaving money on the table thank you for joining us Wanda you are the founder of catchwords dcom which is a lead gen tool for all experts who love to share their knowledge with audiences we can't wait to learn more tell us about catchword .c and what give you the courage to create it thank you so much for for having me on the show I've seen your lineup of guests so I'm privileged to to be here catchword it's a text call to action that is typically used by impact driven or service-minded experts who speak in front of audiences either on physical or digital stages through podcasts video Etc service mind in the sense that they they really want to offer Their audience some additional cont content and so it's an easy way to say hey text this and you can receive a guide on XYZ and we're used to the concept of lead magnets in the digital world but when we're actually speaking in front of audiences we miss out on a an effective way of connecting with people quickly and so with catchword it was not only about the Technologies when somebody texts a catch word it delivers a text an email plus an attachment which is unique and it's purposely done that way but it's also about the strategy of what is it that you're offering the audience it came from a need that I had when I was Consulting back then I was Consulting for the healthcare industry and I would speak in front of audiences I would get frustrated when I would see people in the audience that had the twinkle in their eye and they're taking notes and and they're really intrigued and yet I don't know who they are right I'm hoping that come and connect with me afterwards I'm hoping that they email me I'm hoping that they come to my exhibit booth at a certain point I I couldn't hope anymore I had to create something where I knew I could engage them immediately and so catchwords came to the Forefront in growing my Consulting business because I was able to literally connect with over 70% of the audience every single time I spoke and that was a game Cher for me in deciding to use visibility as a growth driver for for my company it's so smart and so needed can you walk us through say we have a podcast or we're an author we're speaking to a crowd a catch word is the word that you would actually text to our phone number so for example our number is a short code 411 321 if you're in the US right so I host a podcast and let's say I would like to share my podcast's uh episode guide with with your audience right my podcast name is Rocket Fuel and so I would invite your audience to text Rocket Fuel to 4113 to1 now in this case Rocket Fuel spelled RC Ki T Fu l so if anybody's interested but they can text Rocket Fuel to 411 321 the system asks for their email address once and immediately They will receive a text saying hey check your email for our episode guide and they will receive an email with an attachment a PDF attachment now this is really important because we know that email open rates are if they're good they're 12 to 25% but when they're hearing a speaker or they're hearing a topic in a podcast and you offer them a valuable piece of content that they're intrigued with they actually want to see that content when we see an email with that little paper clip that says that there's an attachment that automatically gets prioritized in our minds so we purposely selected instead of putting a link in the email to actually attach it on average the email open rate is 150% what that means is on average if somebody requested that piece of information they will open up that email 1.5 times a major game Cher so we're not talking about dripping email campaigns those are still necessary they have their role but when you want to deliver a piece of content as a result I call it your onew punch your educating punch two is saying hey I want to show you that I could deliver additional value you want to make sure that somebody actually sees that content so to deliver it in a way that is seen above all of the other noise is really important so we worked a lot on the technology to make sure that it delivers the results that not not only the the expert wants but that the audience member wants too they really wanted that piece of content they don't want it to get buried read in the five bazillion emails that they have in their email inbox one of the common topics that I would talk about is how you can transform your talk into a lead generating machine with good strategy and good technical tools I would be educating somebody even whether it's a half an hour 45 minute it's still not enough time to drop all the knowledge that you can offer so then you would say I wish I had enough time but I actually summarized all all of this in my guide and you can text leads which is another catch we I have leads to 411 321 and provide your email address and you're going to get that in your email inbox instantly I love it this is so needed thank you as I mentioned it was way too early I actually created it for another purpose first my first purpose was to be eco-friendly I worked in healthcare and I was at a major oncology a cancer conference there were over 35,000 attendees a lot of exhibitors and a lot of promotional materials that were being shared when the conference closed down I had noticed that the people breaking down these booths were actually throwing all of the marketing material that wasn't picked up into a pile in the center of this exhibit hall McCormack place it is a huge Conference Center 35,000 attendees right so this was a lot of content and Melanie it was literally a human climbable mountain of materials I'm Eco aware but that it was very disturbing to me and so I realized when I had worked for the healthcare industry I'm like wow we spent hundreds of thousands if not millions of dollars on printed materials and I realized that we didn't even know that they get thrown in the garbage on that day it was June of 2007 I said there's got to be an eco-friendly way to send people files of this information so that trees don't have to be killed I think about it when I use a paper plate I can only imagine a mountain of paper that's just going to waste it was crazy they actually had a full-size dump truck backing into the exhibit hall the initial thought was to reduce waste to even serve people better because in oncology I I have a doctor in Pharmacy and I was I worked in in that oncology field I I say a family gets diagnosed with cancer right because it's not just the patient themselves they're just searching for information and they're really looking for their health care professional to provide them with Direction so I thought if the healthc care professional can just say hey text BC 101 for like breast cancer 101 information and you'll get information from this particular organization then they could do it but they could share it with other members of their family versus if they were given one brochure now they're holding on to that and in cancer there are a lot of Evolutions in treatment so wouldn't it be nice to actually send a follow-up email to that family to say hey we updated with some new options it's so smart and I love how you filled so many needs with the one product when someone messages you do you have the ability to message them again yes they essentially become a a subscriber to that catch word and then you can do what we call broadcasts out texting applications have many different functions that's one thing that a lot of people don't understand there are applications that are conversational right so you use text for conversation there are applications where you use texting just as a reminder mechanism or as a polling mechanism or as a donation mechanism so we're the first and still the only text for Content application so it's very specific when you text that keyword or that catch word you're opting in for content and there's like a contract that you have with the subscriber to say I'm not going to spam you with 25% off coupons I'm going to continue to serve you with good content that's where we realized did we want to grow this as a software company where people can get a catch word for 25 bucks a month and do whatever they want with it and probably not have it work right for them or did we want to be an agency where we said hey let's help you with your visibility strategy to optimize the technology so that every one of your appearances is a lead generating opportunity why because you're service-minded because we're aligned because I created it to serve the audience at this point we're probably at 98% of subscribers actually stay subscribed with our clients because we help them retain that respect of providing good content I love it and if I put in a catch word you know it's something that I'll probably look forward to receiving as long as it's content that's good exactly with media and video opportunities popping up all around us what have you seen others do that has been successful making sure that they think through the strategy of why they're showing up is very important I'm sure as a podcast host you even see there may be folks that they come on as an interesting guest but they're all over the place and you don't really know what their message is so to think about them it's like well wow that that was that was a fun interview but how did it help their business it could have probably been a little bit more tightened up I see that all the time like when I bring people on to to my podcast we actually have a catch word for every episode so every expert as part of our podcast we say hey would you like to give the audience a gift and we actually set up a catch word for them but now for me it makes sense because that's part of my opportunity to promote it to experts to help people understand like how it could serve them the audience loves it because then we Inspire them and we're directing them into action so immediately that becomes our strategy if I know what you're going to gift to our audience then my strategy as a host is to help direct the conversation to set that up and now you have a built-in strategy because you know your endgame is ultimately to create appetite so those are some of the strategy techniques and so for example I could say well a lot of those techniques on how to transform every one of your appearances and talks into to a lead generating machine it starts with strategy and I created that guide so you could text leads leads to 4113 to1 and you could just get that uh right in your email inbox it's so great because if you're interested in a topic it's a very easy thing to do while you're sitting in the audience if it's something you're interested in and want to know more about so smart because I would rather have that rather than what's hanging on my door when I get home if I could find more information from someone by just texting and then get that information quickly from my phone such a smart idea thank you well take QR codes somebody wants the menu right then and there you open up the menu and it's gone it it's not about getting your contact information it's not about building a relationship with you it's a missed opportunity there of course if I'm texting a restaurant I'm not going to expect education on CAD to make torini but if at some sort of reasonable Pace you perhaps sent me like your specials or a special event that you were having and I liked the restaurant then I would stay connected the speaking space was where I focused because that's where it was transformational for my business it's taking the the passion the desire to to impact an audience but really applying technology so that you can measure it and you could do better as a female entrepreneur myself and mother of twins I know the poll from both family and business can be challenging what has been your experience managing both and what advice can you give to others who are juggling a busy lifestyle when I started as an inventor I think as a business owner period we we very often think of like our business as our baby and then as an inventor I was calling catchworth like this is my baby my baby my baby right now you have this conflict of which baby gets fed and which baby gets the attention my children win but sometimes I I'll be honest with you sometimes it's really difficult because my other baby was my dream and what I envisioned I would have accomplished before my family came about I didn't get there fast enough and then now all of a sudden things slow down significantly it was a harder battle I'm at a better balance now because at the end of the day I want to spend time with my family and it's not worth it for me to be working ridiculous hours in my business and not be with my family because that's why I I I started a business so I can create freedom for myself and I want to impact people and I want to teach my daughter what that means and my son what that means to be passion driven but I don't want it to be at their sacrifice as a very strong independent woman that was in corporate saying like I don't need to separate myself from the guys we're the same we could do it's not it's not the same MH it's not we have to give oursel Grace and understand that we're going to go through different times and different challenges and I talked to women who started their business and then had kids or I just had a woman on the podcast who had kids and then said I could not have started my business she has twins also until they were eight and then she had the freedom we all just have to do what's right for us and if we need to take that step back it doesn't mean never yeah and it feels that way I had milum my first child 11 years into my business at one point the doctors are saying you live a very high stress lifestyle and things need to change and I'm like but it's finally happening I the consulting firm I had 13 people on the team chugging as like you have to slow down I'm like no and at one point I remember being in the kitchen yelling at my husband saying it's not fair that I have to choose why do I have to choose my business or family I do not think you're alone in that I'm sure it felt like it in the moment yeah and it's important to share that to say it's okay you could totally love your family and your children yet still feel but but wait because you know the reality is it does change the pace changes and then you continue to see your male counterparts who still had their family and had their children but their p didn't change as much I'm not going to say it didn't change at all so true I've been thinking about this a lot lately I worked for the Dodgers in sports we just took our twins to their first Dodger game and I remember standing there when I was at the office looking out at the empty field wondering if I would ever have kids and thinking if I was a man I could have kids and probably return to work but I know and especially having twins that just was not going to happen for me they would not know me you're right it is a very important conversation to have yeah and to make sure that you are connected with people that help you feel heard and appreciate those feelings especially if you have a a lot of friends or family member most of us have the majority of people in our lives are not entrepreneurs and then if they are if they are entrepreneurs they may not be passion-driven entrepreneurs which it hurts even more because you feel like this is my purpose is is my mission but my purpose and Mission is also to be a good mom like ah yes and you want both so much yeah and how do you resolve one feeling that maybe you lost one thing or maybe it's not going to be the same as you thought it was or maybe it can be but maybe it's going to be later it's so hard to wait when you're someone that is really driven you can see it in the future it's still hard to wait yeah there have definitely been years where things just weren't as productive as I knew that they could be and even as I I say all I have done still feeling like a failure and you have done so much and we we experience that it's like I know I would tell my friend are you nuts you've done so much and I'm still like yeah but you don't understand what I knew I could have done by this point I think you're still going to do it thank you and we need to surround ourselves with the people that think we are still going to do it because it doesn't mean never it does not mean never and I can see the drive and the passion within you now and it's it's still there and maybe the timelines aren't adding up doesn't mean never yeah and and also just the gosh the winding Journey that we take I didn't launch catch words thinking of speakers initially right I launched it to be eco-friendly and then it helped me and then I was still running my consulting firm I ran that business to $4.2 million in Revenue with catchwords as literally speaking and generating leads from speaking was my primary lead generation method it allowed me to do what I loved instead of figuring out all the social media and the and my website and am I doing SEO and Google I just want to be in front of people show people my expertise and then catch them well it proves that there's other ways to be successful that it doesn't have to be all of these ways that everyone says we have to be doing X Y and Z not necessarily and for people who love that energy I say I was a performer you still are exactly but you know I I I performed in musical theater and sang in a band and I missed that energy from an audience and then what I started realizing is that I was resonating and I was attracting people that were interested in the technology but they loved that there was somebody that understood that their heart is fed by speaking and by showing up as themselves and so that's when I started launching rocket fuel as a brand so Rocket Fuel is first the podcast which helped shine a light on people that are Rocket Fuel and then I realize I'm a host like I love to do this and I get to use my technology I love it magic happens when we focus on the part of ourselves and our business that brings us joy what is one way you make sure to find and live your joy each day I need to connect with people luckily we did a lot of Video Connection during the pandemic but I realize that I need personal connection and energy obviously that with my children and making sure we have dance parties and sing together I'm recognizing that in myself I realize that I want to take my business and rocket fuel into Live Events and live networking because that feeds my soul like to interact with people in person so that's my plan on how I'm going to do it more because I think we've gotten a little too used to being inside and behind a microphone and a video camera you have built an incredible business which I cannot wait to try and you have amazing energy can you please share with our listeners how and where they can find you sure I I appreciate it the best way is to text rocket fuel right because one that's going to connect you with great content if you like my energy it's going to connect you to the podcast and my energy is in every single episode and I bring it out in in in my guest as well but then you actually get to try the technology and you have the opportunity to connect with me as a result of texting Rocket Fuel so it's r o c k i t Fu l all1 word to 411 321 if you're in the US if you're outside of the US you can use WhatsApp and text to 1 99741 1321 and the catchword is Rocket Fuel make sure to provide your email address and then we could stay connected and you'll learn about our workshops and hopefully we'll get on a call someday thank you for joining us today I'd love to hear from you reach out to me at hello Sheil it.com on our Sheed website or at Sheed on social thank you to my editor Rich draino who always makes us sound good until next time let nothing stop you from experiencing the life and business that you crave [Music]