FROM BROKE TO BOLD
Amy Schultz of Bolder Money
The Hero
Amy Schultz, founder and CEO of Bolder Money (formerly SmartMoneyGirl), is a pioneer in her field offering money coaching for women. She combines practical budgeting advice with money mindset coaching to help women take control of their money and align spending with their values.
Unlike other financial coaches, Amy provides a truly customized, therapeutic approach. Her program addresses the emotions and misguided societal messages surrounding money to help women overcome the mindset that holds them back from pursuing the life they truly want.
The Plot
Amy had an established, sophisticated brand but she lacked focus and consistency in her messaging and a true understanding of who exactly she should be talking to.
Amy admitted she stumbles in sales conversations and that her prospects can’t connect the value of what she offered to her package and pricing. The short of it? Amy was leaving deals on the table. More importantly, it’s one more client stuck in a cycle of unhealthy, emotional spending that Amy can’t save.
Amy’s clients experience the power of her transformative work on their finances and mindset, so uncovering a brand story was important for business growth and to make marketing and sales efforts easier.
The Rescue
Amy completed creative exercises to dive deep into her own journey and emotions. This included Amy’s near-death experience that motivated her to quit her job and start her business.
Here’s what we did:
Clarified her “why”, her “what”
Identified her target audiences and their motivations, and ways to connect with them.
Articulated how Amy helps women break free from their financial barriers in both emotive and pragmatic ways. Note: Women already strapped for cash and experiencing money trauma needed to know this would work; and that there was a human who cared about their success.
Sales script (elevator pitch)
Bios for her social media platforms
Tips on how to activate her brand story language on her website.
A compelling “about” bio to better connect her traumatic story with her business purpose.
Cues on storytelling content she could share with her audiences, all uncovered as part of her creative exercises through this program.
The Results
❏ A powerful sales script and “elevator pitch” to more effectively communicate Amy’s value and offerings.
❏ 30% increase in closed business, and for higher-package offerings vs. Amy’s lower-priced intro offering.
❏ More engagements on Amy’s social media platforms and in her community groups.
❏ 20% increase in new referral business.
❏ Huge time-savings and less painful content development for Amy’s social media platforms.
❏ Amy developed a new package offering and revenue stream based on us discovering a new, untapped target audience, uncovered during our discovery process.
❏ Amy ultimately launched a national brand and attracted capital investors for Bolder Money as a result of her brand story.
View more at Boldermoney.com.
Photo Credit: Photographs of Amy Schultz/SmartMoneyGirl are courtesy of Sarah Beirne Photography.