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is your email address costing you?

06.11.2013 by Elizabeth // Leave a Comment

One of my clients has a couple of team members who STILL use an AOL email address. Others use Gmail but none were using an @company email when I was hired.

A few years ago at PSBJ I taught a workshop with a resume coach. One thing she said was that if you have an AOL email address on your resume, she’s probably going to stop reading your resume. SERIOUSLY. We judge people based on their email address. Don’t lie, you do it too. Sure you’re a better person than me, most people are. When your job hunting have a REAL email address. [email protected] is ideal, or some combo of that-my personal email has my middle initial in it. If you work for a company, there’s no reason you shouldn’t be using an @company email address.

As a company owner here’s WHY you need to have employees using a company email address:

1. They quit and take all your clients with their gmail account

2. They DIE and no one knows their email PW (it happens, you never know)

3. If I contact a company via their website and [email protected] replies to me, I’m going to take my business to [email protected].

4. they die and no one knows who to contact to get access to their email account

You don’t think it’s costing you business, but you’d be surprised at how petty people are. It’s unprofessional, trust me.

My client is now transitioning to company email accounts, but it’s a much slower process than expected, and I have one person who’s refusing and bothered I’m asking them to look professional. It’s an uphill battle, so start off your company on the right foot.

Categories // Branding, Lessons Learned, Management, Sales

What NOT to Say on the News

05.21.2013 by Elizabeth // 3 Comments

I was watching the news the other day, and KOMO 4’s 4 pm news often has some fun in studio interviews. On Friday they interviewed a local distillery that recently opened. As the interview was taking place, the distillers were asked “how’s the feedback so far?” GREAT question. And the correct response is:IMG_2485

1. It’s great, people are really liking what they’re tasting and consumers are giving us great cocktail ideas

2. Feedback is growing, we’re in 25 bars in the Puget Sound already!

3. People are really enjoying it, they’re returning to the tasting room and bringing new friends.

The WRONG answer WHILE on TV is:

“We’re working the PR machine right now.”

Well no kidding, and good news- the PR machine is WORKING FOR YOU because you’re ON TV. Also, ANSWER the question.

I get you might be nervous when you’re going to be on TV, and it is hard to keep everything straight, and no one puts their foot in their mouth more than I do. So I encourage you to talk to someone BEFORE you go on TV. Watch your interviewer with other people. If you want to be on the news, then start watching it. What are people saying? What kinds of questions might you be asked?

What kinds of questions have you been asked or wish you were asked when interviewed?

Categories // Branding, Speaking

Got Brand? Here’s Two Events to Boost your Awareness and Attract More Customers

03.29.2013 by Elizabeth // Leave a Comment

Maria & Eddie
Maria & Eddie

Branding is not just for the big guys, oh no. No matter how big your business, you need to build a brand that matters.

My colleague, Maria Ross, is a brand strategist who runs Red Slice. She’s the author of two books, including Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget (Norlights Press). Maria teaches that brand is simply your reputation, your core, your essence. What do people associate you with, think of you, and do they know where you “fit” in the market, vis a vis your competition?

As she always says, “Effective branding is not about how much money you have to spend, either. It’s about clearly and consistently communicating the right message to the right audience at the right time.” You can do that through a logo, sure, but it’s way more than that, she says. “You communicate your brand visually, verbally and experientially through every single customer touch point you have. If you’re not doing things with intention or with your brand in mind, you’ll leave customers confused – and potentially drive them to a competitor who has their “brand act” together.”

Maria has worked with brands big and small: in her early career, she worked with Discovery Networks, Monster.com and global software provider Business Objects (now part of SAP). When she launched Red Slice, she began applying those big company lessons to small businesses, such as CRAVE, Mudbay and countless service providers and startups.

Maria founded her business in Seattle but has since moved back to the sunshine of the San Francisco Bay Area. But you’re in luck! She’s coming back to town in April and offering two exciting events to boost your business and your brand:

April 22, 6-8 pm: MARKETING + MONEY MOJO: A lively jam session on how to price right, brand smart and make money. This no-holds-barred interactive Q&A, along with partner-in-crime, financial guru Debbie Whitlock will be chock full of wit + wisdom! Insights, giveaways and surprises. Got burning questions on profit margins, pricing, marketing planning, or attracting new customers? This will be a night you won’t forget. Giveaways and surprises included. Spots limited to 30 so check out the details and sign up here.

APRIL 23, 9-11 am: HOW TO BUILD A BUZZWORTHY BRAND ON ANY BUDGET: In-depth workshop with the Puget Sound Business Journal. Learn what brand really means, why it matters and how to build an irresistible one for your business, while avoiding the 2 biggest branding mistakes small businesses make. If you want to make smarter marketing decisions and you’re overwhelmed by all the options out there, this is for you. Details and registration here.

Categories // Branding, Events

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Yellow Dog Consulting is a sales and marketing firm located in Hillsboro, Oregon with clients around the world. We work with small business owners who love what they do, but the sales and marketing part of their job sucks their will to live.

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