From Unscalable to High-Ticket Sales: How Melanie Druery-Allen Built Her Dream Business
June 18, 2022
With 16 years in marketing, Melanie Druery-Allen, CEO of The Hype Marketing House, knows how to help her clients market their products — and she has an abundance of passion and energy to match her skills. But prior to working with The Branding Boutique, she’d hit a ceiling where her clientele and offers weren’t reflective of the value she brought to the table.
“There were things that I thought I had together,” Melanie says of her business prior to working with Shana Robinson and The Boutique. “And it wasn’t that they weren’t together; it was that they needed refining. It was time to go back to the drawing board on some things.”
Through working with Shana and The Branding Boutique, Melanie was able to find the clarity she needed to transform her high-ticket offers — and her brand — into the cohesive business she’d always dreamed of running.
So how did Melanie revamp her outdated offers and build her dream business? Read on to find out!
Overlapping Offers Stunt Growth
Prior to working with Shana, Melanie was in a place of stagnation. Although she had a steady stream of clients — who were at the time her target audience — her brand was inconsistent and unscalable.
“A lot of my packages were overlapping. Clients would come into the low-ticket offer, and it didn’t make sense for them to move up to the higher ticket, because I was teaching them everything in both levels.”
— Melanie Druery-Allen, CEO of The Hype Marketing House
Melanie knew something about her offers wasn’t fitting right, but she was too close to see all of the overlaps. All she knew was that her workload was too heavy and her prices too low. As she and Shana got to work identifying and eliminating those overlaps, it became clear she was selling herself short.
“The old branding didn’t scream high-ticket or a lot of value,” Melanie recalls. “I was giving really good content on social media, and when it came to closing, I could close. But it wasn’t as productive, because I was all over the place.” She needed to organize her ideas and focus her offers on the people she could help and how she could help them.
Clarity creates value & efficiency
Through her rebranding process, Melanie learned to present herself with both authenticity and confidence, and to communicate her newly refined offers to the right people. “My audience has all of these pain points, and I wasn’t speaking to them,” she says. “Transforming as a business owner really helped me understand who my audience is and what they need from me.”
Now, Melanie is able to ask better questions of her audience that help her understand their pain points. With that understanding, she can present her offers in a way that communicates their full value. “Now all my offers are created with the person in mind first,” she says.
But it wasn’t only Melanie’s presentation that needed clarity. As a mother and provider, she had been working all hours of the day and night to run her business and care for her family. Instead, Shana taught her how to work in sprints so she could get the work done without taking time away from her household.
confidence is not optional
Another hurdle Melanie had to cross was trusting herself to make big decisions for her business. After being burned by a previous coach, her confidence had plummeted, causing her to second-guess her own decision-making abilities.
“Shana pushed me to make on-the-spot decisions, and that taught me to start trusting myself and my abilities because the results have always been there. But when the confidence doesn’t match where you’re going, it’s hard to pivot and make decisions. Through this process, I’ve learned to trust myself, so now I don’t have a problem making decisions at all.”
One of those decisions was to expand her business into a joint brand with her friend Deb Lester — who, as it happens, introduced Melanie to The Branding Boutique in the first place.
As both women worked to rebrand their individual offers, they realized it made sense to combine forces. Melanie explains, “Once we saw how we work together and piggyback off each other’s ideas, we felt it would be better if people could get access to both of us.”
Although at first Melanie felt nervous about stepping out and making such big decisions, as all the pieces started coming together, her nerves gave way to excitement.
a dream is built on details
Once Melanie’s rebranding journey was underway, she was amazed at how quickly it all fell into place. Before her eyes, her many thoughts and ideas came together in perfect order.
“The way Shana runs the Boutique made six months feel like it wasn’t long at all. Being able to see it all come together in the final product really helps you align and understand what it is that we’re supposed to be doing.”
Lack of clarity had kept Melanie feeling scattered and uncertain, but now her business looks exactly as she envisioned. “I can’t even find a word to describe the feeling of seeing everything that I wanted in my mind actually come out and be presented in the way I wanted it to,” she says. “It all aligns with what I had in my head.”
But to get there, she had to undergo a process of intense, no-nonsense soul-searching. “Shana taught me by leading me by example,” she recalls. “She showed me how my business needed to go. I took so many notes from our calls, and I still go back and analyze them.”
Over those six months, Melanie learned to pay more attention to detail and ensure all aspects of her business point to her areas of expertise and the problems she’s passionate about helping people solve. “The main thing is making sure what I want to sell is aligning with what my audience needs,” she adds.
And along with her personal transformation, Melanie also reevaluated — and ultimately replaced — her team of nine people, who weren’t as organized or well-suited to their roles as she’d once thought.
“The way Shana worked with a smaller team and how efficient it was made me realize in my own business that I had hired wrong,” she recalls. “It opened my mind to how things are supposed to go.”
transformation is a team effort
Now that Melanie has her dream brand, offers that reflect her true value, and a more organized, efficient business, she’s finally ready and able to scale.
“Everything’s perfect,” she says. “I’m right on track now.” To anyone considering booking a rebrand with The Branding Boutique, Melanie says, “It’s totally worth it. They’re able to take everything you’re overthinking, frustrated about, and overwhelmed by and help you organize your thoughts and put it all together the way you envisioned it.”
Want to reevaluate and refine your own offers? Apply for a call with Shana today!
