The Story of Kaos Group
Deanne Kelleher of Kaos Group is a workflow and organizational expert, author and speaker. She’s also a wonderful person for trusting me with her company’s communication and being my biggest cheerleader as I transitioned to writing. Deanne helped me see how almost 30 years of design and marketing come to bear in this newer focus.
Top Goals
Find a way to convey clearly and confidently what Kaos Group does to her network and prospective clients, both in person and online.
Reduce and clarify website content with a focus on workflow consulting.
Improve and modernize existing blogs.
In a nutshell
My lovely client, Deanne Kelleher, Founder of Kaos Group, always had trouble talking about what she does because:
Though focused on behind-the-scenes business operations, it can encompass several key areas of business functionality and is always customized.
It’s not like saying she’s an orthodontist, and then people reply, “Got it – you put braces on people’s teeth.” It’s an uncommon and specific business service.
Many people don’t recognize if what Kaos Group does is something they are missing or what the real problem is, causing some of the copy to not resonate.
People are on guard when asked if they feel good and productive each day – a logical opening question for Deanne, but one that requires trust.
Deanne’s focus has changed over time from physical organizing to workflow consulting, though the first may still be a component of the latter. It was difficult to shift gears.
Abundant Inspiration
While most clients don’t have content when they engage me, Deanne loves writing. She’s also very passionate about helping clients flourish and be happy. Much of her writing focused on abstract benefits like “reduce stress, free up your time, be more productive” while being unclear on how Kaos Group could help clients get there. There was far too much, but this bounty of copy did have gold nuggets to mine.
Job #1 was a run at clarifying and reducing web copy. Deanne also loves sharing her knowledge and tips, so Job #2 was to update or nix dozens of existing blog posts. In between, many additional opportunities popped up: speaking engagements, new association memberships, guest article writing, wording for the sales process, etc. All this offered many scenarios to build her core messages and further refine the first project after several months.
The Rapport
I loved getting to know Deanne and Kaos Group well and developing a real partnership. I enjoyed applying much of my past experience in branding and marketing. As an entrepreneur, which is Kaos Group’s target audience, I appreciated Deanne’s expertise on a whole other level.
“You build essential connections – crafting precise words and structures that bridge the gap between what I’m trying to convey and what I actually express. Your revisions transform my writing from something readers must decipher into clear communication that resonates immediately. When I read your work, understanding clicks instantly – no rereading required.”
Challenges
Deanne can’t just ask if they are feeling good and productive each day. People are often put on guard if discussion heads in that direction.
What Deanne does isn’t like saying “I’m an orthodontist” and people say “Got it! You put braces on people’s teeth.” It’s a specific business service that people don’t know what to call or that they might even need.
Break-throughs
Hitting on keywords and brand language that can and should be worked into any marketing initiative to provide a clear and consistent message. The details around them may change depending on the scenario.
Scripting and practicing an answer to the dinner party or networking question “So what do you do?” It honours Deanne’s way of speaking and her passion and means she isn’t reinventing the wheel every time. The strategy is to speak broadly about benefits that resonate with many while specifying that her service is behind-the-scenes business operations. With intrigue achieved, Deanne can learn more about the contact and provide detailed examples that apply to their scenario or challenges.
Understanding that customizing details to the situation during individual discussions will resonate more than listing many deliverables that don’t apply.
The handout was incredibly empowering to her. She can reference it in the middle of a conversation for speaking points. It is an essential building block of any business.
Work Done
Editing website
Developing quizzes
Core message and infomercial development
Helping flesh out and word the sales process
Refine and edit one-pagers
Update and refine handouts
Membership and Speaker Bios
Developed checkpoints around blogs
Updated several blogs
The sidebar was several new blog ideas
Results
“Confidence in website and materials had gaps I couldn’t see, and you filled them.”
While Kaos Group may settle into a flow for a time, it is a perpetual work in progress – as all businesses are. Deanne is a very active networker, marketer and sought-after speaker with a book on the way, and messaging will continue to evolve. I love that Deanne knows this and is happy to revisit it as needed.
People quickly and more thoroughly understand what Kaos Group does when introducing herself.
Deanne’s confidence in her ability to speak about what she does has increased by 100%.
Deanne has received very positive feedback on the website’s revised messaging.
She now has several tools at her disposal and material to draw on for new opportunities that frequently pop up.
The new messaging and material are opening more doors and closing more deals.
Priority blogs have been updated and published with many new ideas generated.
I am honoured to be part of Kaos Group’s growth. I look forward to doing more.
“You have a remarkable talent for crafting language that catches every detail - even the smallest connections that others might overlook - ensuring nothing important is left unexplained to your readers.”