18+ app, contact list, material, membership, site. Content warning for the blog, model portfolio, website generally: assault, discrimination, nudity, profanity.
Approach coined 2020 by Alexis Larinda Carney, aka Deaf Child
"Customers don't buy training, they buy outcomes."
- Sandi Boucher (I just really like this quote for applying transformation to my practice)â
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Talent is easy to find. The qualities of accessibility, relatability, reliability can only be sustained with loyalty, love, resources. The Hotel California approach is named as such as a reminder to avoid self destruction, greed, and materialism in business.
Hotel California Amenities
Lead Generation
Qualifying buyers based on budget, authority, need, time plus identifying sales accepted leads for marketing to hand off to sales team.
Sales Negotiation
Enthusiasm is the most persuasive form of sales without pressure. I prefer to negotiate win win. Backing people into corners has consequences.
Public Relations
When I'm helping businesses, whether it's a small business or big, for me, it's about being a part of a community and helping a community grow.
Consultation
Every business has its own needs so every consultation is different. Whether you need help with coaching or ad account setup, I am here for you.
Crisis Management
"Take car. Go to mum's. Kill Phil, grab Liz, go to the Winchester, have a nice cold pint, and wait for all of this to blow over." - Shaun of the Dead
Fractional CMO (Mix it Up)
Mix and match what offers are best for you in prepaid Fractional CMO plans which end up costing less than if you paid by the hour due to lead gen costs.
Family First Business
When I see other businesses, I see communities trying to get through life. Business & family can be toxic, but businesses support families.
Labor of Love
Time, energy, & money have limits. But love is unconditional. When you love what you do, you are unlimited. If there's a will there's a way.
Take the Pressure Off
If you're feeling the pressure of performing, allow me to assist. I can help you monetize the audience you worked so hard to build.
Lex Go! Sign up here for more information to get started.
PUT MY APPROACH IN ACTION
About Consultation - Non Refundable Deposit
âWhy do you have to pay in advance for consultations? This is how I prevent no shows. I don't do refunds for this deposit if you're the reason it needs canceled (will refund if I need to cancel), but will reschedule you if needed. This is how I guarantee my sustainability and ensure people have an incentive to follow through. When people have no stake in the game already, they don't care about booking up my calendar if they show up or not so this is how I avoid wasting time. When I did free consultations I had a 50% no show rate. Half the people that booked with me didn't come. This is common for businesses, but big businesses have enough money to focus on what they can close. As a single bitch I couldn't make a living that way. Now my leads show up 100% for the meetings. Even if they have to reschedule they show up eventually cause I got their money.
Your Social Status Does Not Phase Me
I have a history of working with local celebrities and influencers, particularly in the music industry. You being famous or infamous doesn't make me treat you any different than the next person. I don't care what your title is or what ya did. Respect is respect. Title matters in terms of who gets the final say on how a project moves forward, but besides that I don't fuck with people that use titles as a dick measuring contest. I am focused on getting work done, not here to pander. When I compliment it's genuine.
My Communication & Working Relationship Style
Why work with me if you can't buy my values? My labor can be bought, but not my ethics. If you can buy someone's morals and you want a yes man, they will abandon you for the next highest bidder. I don't give a fuck about money over morals. I put my morals first. I may not tap dance or metaphorically suck your dick, but you can be sure that I am always going to tell you what I believe to be true and that I won't go behind your back. Unless it's to plan you a surprise party. I have had many people play behind my back. That's why if I do play, it's going to be me playing in your face.
What Can You Get From Me That You Can't Get From Anywhere Else?
Availability: I am currently single with no kids and my main priority is work, which means I am fully dedicated to my paying clients. When you give me the resources to show up for you, my team is then able to support you day or night. Most other agencies are limited to their working hours, but my work is my life. If I can't be there myself, I will make sure one of my trusted team members are at your service.
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Social Issues & Impact: I am Deaf, low vision, queer, neurodivergent, disabled, plus mixed (white mom, Native dad). Antidiscrimination never takes a back burner. I was conceived sharing space with another as a twin, which is why I believe my nature is to coexist. Many PR companies are conservative or liberal led so it can be difficult to find value alignment from agencies. "But Lexie aren't you a liberal?" No. I am Powhatan descent. I don't believe in upholding colonial politics. I believe in Tribal Sovereignty only. My only political identity is Land Back.
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Trauma Informed Approach: One of the biggest problems businesses face is not having the training to handle trauma based social issues in the workplace or in their customer interactions. I have experience with mental health crisis, addiction recovery, triggers, flashbacks, and emotional regulation. I can talk you through finding clear skies in the storm or help you clean up the aftermath.
What Not to Expect: There is no such thing as scaling sales after a meeting or two. Although it may be possible for me to help you incrementally increase the profitability of your ads in a meeting or two depending on your situation. But if I can do that, it will only be because you already had years of work into a system that only needed a few adjustments. Business is a long term strategy based on building healthy routines or habits for a sustainable system. Your journey is your own and will not produce the same results as someone else as you are on your own path. The success of your marketing efforts is a long term game. Don't give up.
Did You Fuck Up Royally or Just Put Your Foot in Your Mouth?
I can help smooth things over if something went down. Especially if you are getting sued. If something becomes public, I can help you mitigate the damage that will be done whether or not you are at fault. Unless you are a piece of shit rapist then fuck off I got nothing for you. But if you fucked up in another way I might be able to help you understand the possible community relations issues at hand, as well as what the other side is going through, so that you can be more thoughtful in preparation of your response to be better received short term as well as on the side of history with which you have value alignment.
Did These Bitches Get You Fucked Up & You Want Your Story Shared?
I can help you share your story. No matter what, there is always a risk sharing your story online in terms of in most justice systems you can sue anyone for anything if a lawyer is willing to take your case. But I can help you reduce risk by assisting in redactions, organization of information, and arrangement of data or evidence to be presented to the public.
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Even if you don't have something to sell, we can still raise awareness and generate qualified leads to assist you in any campaign you want to bring awareness to. And if you are selling something, then we can discuss connecting awareness to sales.
I Have Lived Experience with Understanding Consequences that Many Don't Have
Most people haven't been through it themselves. The advice they give you doesn't always work as they don't know what it's like to be the one in the issue who still has to deal with the public long term. When it's just outside perspective that can be unbiased. However, unbiased perspective isn't always relevant as they don't often understand the consequences unless they have decades of experience to have seen those patterns play out in the industry like me or personal experience on the issue.
A lot of people don't have their own business in this field, they have only worked for others. When you hire an agency, you are not usually getting the owner's involvement. You are usually working with account managers who don't have much input on overall strategy and they are relaying to you what their bosses told them to say. They don't know what it's like to live with consequences of the PR or how to survive the vitriol of the internet, but I do. A lot of PR reps are working for other businesses on a case by case basis. They don't have to deal with the fall out of their decisions, and often have a high turnover rate or bad reputation when they have a history of being involved in problematic activity... Especially if the PR firm is known for inflaming discriminatory situations rather than working to dismantle oppression (won't name names, but I am referring to a major Hollywood firm that reps known abusers and antagonizes the abusers' victims as an example).
I Negotiate on Scope of Work, Not Price & Encourage Your Autonomy
A lot of people will nickel and dime you to do more work based off of scope as an argument, but I charge what I need for the time or value, and won't nickel and dime based on scope. Though if you don't have the budget for my price, then we might negotiate based on scope and hours worked, but not price.
The only extra costs are the platforms, other services, or staff you want to use. This helps you maintain control as well. Some marketers take an approach of onboarding you with them in control to keep you in their power as it will be harder to leave them. I don't do that. I make sure you maintain control of your work product every step of the way either directly or through consent.
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Consent based control versus direct control: If you are hiring me for my making of a product file creation, you still maintain the consent of how it is used, created, and shared. Example: As a default if you hire me to do graphics, then you won't own the edits and drafts as it will be in my software, but the final product is yours. We can also arrange for me to work on your accounts instead if you prefer that direct control.
You Pay for What You Get
Some people will take your money just to take it (personally guilty of this in the past due to desperation of capitalism), but we can't actually provide much different of a result than what you are already getting from what you can afford to pay if you only want to keep doing the exact same thing you have been doing. Or we will take your money just to do your social media, but can't scale you without running ads. Acceleration for growth takes ad revenue plus testing whether digital or traditional. Without money you cannot accelerate growth, it takes time and energy. If you want to hire someone for cheap, you are likely only going to hire someone who can do the day to day tasks that keep the trains on the track. But you won't get growth from just showing up in any space. It takes funding to pay for the labor or automation needed to distribute your message on a scale large enough to either hit a growth spurt or incrementally increase profits.
Why Are Automations and Funnels Important?
It takes most people up to 10 interactions to do business with a stranger. This is why cold contacting or broad prospecting ads have on average 1 to 10% conversion rate. The marketing to sales funnel has three stages - Top, Middle, Bottom that typically correlate with 3 steps such as landing page, form submission/item added to cart, appointment booked/purchase completed. This encourages action from awareness, consideration, decision through attention, interest, desire, action. Top of funnel typically always refers to broad prospecting or cold leads. Middle funnel means warm. Bottom funnel means hot. Middle funnel ads have on average 10 to 20% conversion rate. Bottom funnel can have way more than 20% conversion rate.
The point? You can make way more money on your ads if you can target your message to be relevant to each specific individual. By tracking where people are in their journey with you, you can send them specific messages at the right stage of their journey to help them finish the steps needed to complete the action you desire.
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The problem? It is not humanly possible to individually deliver the correct message to the number of people that need to receive it for you to grow on your own. You need either a team or automation to support you. Why? Say an ad is shown to 100 people, and 10 of them go to the landing page. 90 of those people are still cold leads. Only 10 of them are warm and continued their journey with you. Of those 10, let's say 5 submitted a form. Now you have 5 hot leads left who are interested in buying. Let's say 3 book an appointment. The other 2 are disqualified from sales as buyers to be marketing leads to retarget. It can take reaching 100 or more people just to get a few to meet with you. No human is capable of exerting the energy it takes to successfully market to and close hundreds of people alone. It takes the right team with the right tools to support large goals.
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Everytime you run a new campaign you are starting this process over again. A way you can pay less to reach people is to have an ad in each campaign for every step of the funnel. If you just introduced yourself to 100 people, you can choose to either introduce yourself to 100 more people (i.e. run a different campaign), or you can nurture the relationships with the 100 people you just met (i.e. letting the people that you just met know you're here to help with an ad for those who stayed with you from the ad before in the same campaign). Or if you have enough money why not both? But the hardest part is getting a stranger's attention. An acquaintance, friend, or regular customer is more likely to pay attention to you again if they had reason to give you their attention before. The trick is giving strangers the time for them to become an acquaintance, and if they feel like being a friend to you they will be a regular customer for life.
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The solution? Besides team building, automations are a tool you can use to send the right message to the right person at the right time. Connect with me about my Hotel California strategy for how to set up your systems based on the actions people take with you so people get personalized content based on their journey with you. Plus we can talk about how I update this system quarterly and avoid ad fatigue along the way using automations or other advertising triggered by user behavior.
What Happens After You Request More Info?
My team or I will reach out to you to schedule a quick 15 minute chat. This is just a sales call. I do not offer free consultations. This call will be customer service focused to answer any questions you have about opportunities and assist you if you choose to move forward. I can also provide referrals, resources on free information, and my unfiltered opinion on what I'd do if I were you. I can also have this conversation via text, email, or site chat if those are better options for you.
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I can provide more information upon request, including: general proposals I have put together, content I have produced, or my updated resume. But I do not do free work, proposals just for you, or any form of tests to move forward. I have made enough content online to show what I can do. Either you know you want to move forward or you don't. If you think you want me to do free work for you first, maybe you just don't want to pay for my labor.
Value of work not only produces immediate Return on Investment, but also long term ROI
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16+ years in business & sales + 14+ years marketing & PR = practice history
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Public Perception as it relates to Customer Based Brand Equity
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Onboarding, integration, and implementation of systems
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Conversion Rate and Search Engine Optimization
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Scalability and application to your other offers
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Corporate executive experience applied
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Consistent Return on Ad Spend
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Complex problem solving
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High level strategy
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Risk mitigation
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Specialization
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Team support
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Full funnel growth is considered at every stage, not just when it comes to buyer's journey but when it comes to what your team is going through as well. I am here to help your team so their workload feels productive, and so no one feels they are slipping between the cracks in the long run. My goal when coaching teams is to bridge the gap between employee retention issues and the reasons so many young workers feel the need to job hop. I offer additional services that may be of use to someone who does not have the budget to hire me by the hour. You can also prepay in advance with the Fractional CMO plan to save on my lead gen costs. Hop on a sales chat with me if you want to talk about how to make the best use of these opportunities.
Let's be real, how much of meetings do you think are a waste of fucking time and could have been an email? Most people will take 10 meetings to cover what I am down to get through in 1 or 2. Not because people aren't focused or ambitious, but because a lot of people don't use meetings the same way I do as they aren't usually in control of how the meeting is ran. I focus on action items, campaigns, and experiments as relevant leaving you with an ongoing plan for your growth every step of the way. Other agencies I have worked for would instead have 5 to 8 meetings about the issue, then charge you to make a plan, then charge you to go over that plan. Not me. We are making this plan in this fucking meeting and then we are going to keep updating it each time as you pay as you go. When you pay for the consultations with me, the reporting is included in that cost and I don't charge you again for it. Unless you want to pay for a separate more detailed report then that is an option of course.
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Isn't it funny that our occupations uphold the colonial occupation and a funnel is just an upside down pyramid in the pyramid scheme of capitalism? On that note, my fee pays for my physical well being and mental health care so I can show up for you.
Online Reputation Management and Compliance-Sensitive Marketing
Online reputation management as a concept often makes people think of the more visible aspects of Public Relations: business reviews, social media monitoring, etc. But what's equally, if not more, important to me is how compliance sensitivity impacts online reputation.
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Compliance-sensitive marketing refers to promotional practices based on following guidelines rigidly for legal, ethical, and regulatory standards. I am compliant focused across all platforms such as email, social media, and telemarketing. I take a proactive approach to data privacy, intellectual property, and advertising disclosures. As discussed in my work, I use software tools for automation, workflow management, and assistance with risk assessment for implementing campaigns that are both effective and lawful.
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Some of the quickest ways to ruin your reputation (or the consumer trust in you) includes, but is not limited to:
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using people's personal information for marketing without their consent,
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breaking the law when it comes to transactions,
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not being honest that someone is being paid to promote you.
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These types of issues lead to long term consequences for businesses, including but not limited to:
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their emails labeled as spam so all emails only go to spam from their company;
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their marketing expenses are higher if they are paying to send emails or texts to people that do not want to receive them;
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leads to higher bounce ratesâ,
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leads to lower open rates,
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leads to lower click through rates,
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means more money spent either with either less of or entirely without a return on investment.
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access revoked from Customer Relationship Management and Email Service Provider platforms due to poor practices;
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calls marked spam or texts marked phishing, negatively impacting business ability to reach out across all carriers;
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documentation for evidence of valid bad reviews;
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many bad reviews are just personal haters of someone from the company or false attacksââ
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plus anyone who has been a server knows you can do everything right, but some people will still find a reason to complain
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because of #1 and #2 some people actually expect bad reviews for businesses and that doesn't stop them from buying
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in fact I know people who won't buy from someone that has too many good reviews without enough bad ones as they see that as someone who is fake and got things covered up as if too good to be true
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BUT if you give someone a reason for their bad review, your only way out of the mess is through accountability, and if they have the evidence then people are less likely to give you the benefit of the doubt
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Transparency and being a person of your word are how you can show people who you are in terms of trust.
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Side tangent about bad reviews not necessarily hurting me:
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Every bad review I have gotten so far is from someone I have never done any business with that dislikes me for political or social reasons
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There are transactions I have had where I think a bad review would be valid, because I know I wasn't up to par but the bad reviews I have received are not thatâ
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I have had people claim I am not Deaf in reviews even though I can prove it and I always have been, because they discriminate against me since I can speakâ
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I have had people leave me bad reviews because I am against police brutality and argued with them about Black Lives Matter
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I have had people leave me bad reviews after I argued with them about white supremacy, and it goes on. I am still here making it.
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Bad reviews do not make or break your business, especially if they are unsubstantiated. In fact sometimes, bad reviews can help you be in alignment with the community you are meant to connect with. I won't be silent or compliant to white supremacist violence.
Troubleshooting Growth from the Customer Lifecycle to Team Workload
Is your workload so heavy that your team struggles to manage? Is your employee turnover rate higher than Cheech and Chong? Do you still have that one old person who has been in the company like 20 years or more who keeps using slurs, but no one knows how to address it without it coming back on them? Is your Director getting drunk off their ass every single day at work?
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It can be beneficial for me as an outside party to come in and call shit out so internally you don’t have to have the stress on the relationship of being the one to do it. This way you can still protect your team and your company, not only legally but also emotionally.
It’s not that I am bad cop and you’re good cop cause I don’t do policing. It’s about accountability and change. Together we can map out the social issues in your workplace, plan statements for your company's stance, act on workflow obstacles, and prep as needed to train or coach your team members on social issues in business, public relations, as well as antidiscrimination. ââ