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INSIDE THIS ISSUE:
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The YOU Doctrine Even Google Gets the Hiring Blues Business Book Review Stop Monkeying Around and Start Collecting Data
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Meet Mytch Evangelista
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How One App Is Helping Students Afford College
HOW TO CREATE A WORKPLACE BOTH YOU AND YOUR EMPLOYEES LOVE
equals-three concept at play at some point. It’s that employee who just seems to knock it out of the park for you all of the time. You keep piling more onto their plate, and they keep killing it. Some of these people may be leaders in your company now. What would your company look like if all your employees were superstars? Don’t misunderstand me — I’m not suggesting you pay average employees more, nor am I suggesting that, as a country, we raise the minimum wage because everyone deserves a “livable wage.” What I’m saying is that when you have a superstar, shouldn’t they make more money? Let’s take it a step further. What if every one of your employees was a superstar? Would they all be worth 150% of the current average rate? Let me ask you one more question. Who would you rather have taking care of your customers — an average
I have read extensively about conscious capitalism and many of the above companies, trying to find a vision and path for myself and my team at The Newsletter Pro, and I’ve found we definitely march to the beat of our own drum when it comes to conscious capitalism. One mistake I see many business owners make is to keep all the marbles for themselves. As I type this, I can even hear some of my buddies’ voices saying, “But Shaun, I took all the risk, and I built this business. These employees are simply here today and gone tomorrow.” Some of those statements may be true, but they’re viewing business as a zero-sum game where either you win or your employees win. Can’t it be a win-win? The founder of The Container Store, Kip Tindell, has a saying: One equals three. In other words, one great employee equals three average employees, so it is cheaper for him to pay a great employee 150% or more of the industry average wage to keep them around. I believe most of us have seen the one-
Have you ever interacted with a business and known they were different? Take Zappos.com, for example. If you’ve shopped there before, you know they’re a step above other online retailers. Maybe it’s the free return shipping they offer if you’re not happy with your item. Costco is another good example. Their employees all seem to be happy and helpful, and the return policy is amazing. I find myself buying items there that I wouldn’t buy otherwise simply because I know I can return them if I don’t like them. I could go on and on with other examples, like The Container Store, Whole Foods, and Southwest Airlines, but you get the point. Some companies are just different. Why is that? One way to describe the above companies is with the term “conscious capitalism.” Conscious companies use a marketing strategy that displays awareness of the effects of their actions, and they implement practices that benefit their employees, customers, and the environment. This term was coined by John Mackey and Raj Sisodia in their book, “Conscious Capitalism.”
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job, even two months in advance, and we could be flexible with their schedule to help them go to job interviews, and they could even use us as a reference?” Since implementing this policy this year, we have received two weeks’ notice from only one employee. That is not to say that others haven’t quit, but they have all given us more than two weeks’ notice. On average, we are getting about six weeks’ notice before someone quits, which allows us to find and replace them before they leave. By creating a fun and productive environment where people are happy and their hard work is rewarded, you can actually afford to not only pay more but to also increase benefits, all while actually making more money. I know it sounds counterintuitive, but it’s the truth. At The Newsletter Pro, we’ve been actively working to create an amazing culture and hiring only superstars for several years now. It hasn’t always been easy, and we’ve made many mistakes along the way. We’ve seen payroll and benefit expenses increase. But we’ve also seen that, by taking great care of the people who take care of our customers, profits have increased as well. Literally entire books and training programs have been written on the topic of creating an amazing culture. If you’re looking for a few good reads to start the process of developing an amazing place to work for you and your team, try “Uncontainable” by Kip Tindell and “Delivering Happiness” by Tony Hsieh. Steve Browne’s “HR on Purpose: Developing Deliberate People Passion” is awesome, too, and was one of Amazon’s Best Business and Leadership Books of 2018.
“WE’VE ALSO SEEN THAT, BY TAKING GREAT CARE OF THE PEOPLE WHO TAKE CARE OF OUR CUSTOMERS, PROFITS HAVE INCREASED AS WELL.”
timer’s syndrome. Those people suck, right? As a business owner, you typically only tolerate this behavior because you need time to find a replacement. But what about generally unhappy employees? How productive do you think they are? Just because they haven’t quit doesn’t mean you’re getting 100%. Does it really have to be this way? Why can’t we create a place where people enjoy coming to work and enjoy their fellow employees so much that they want to do their best? If you create a set of values and hire people who are aligned with those values, you will end up with a group of somewhat like-minded people who are working toward a common goal. This is the start of creating an environment that people want to be in and enjoy coming to. One of the most difficult times for us as a company is when people quit. In our hiring process, two weeks isn’t enough time to find and train a good replacement. Heck, it isn’t even enough time for us to find a replacement. One day, I asked myself, “Why is it that people only give two weeks’ notice?” The majority of the time, they know they are going to quit before their two weeks’ notice. So, I asked another question: “What if we created an open-exit policy, where someone could let us know they are starting to look for a new ONE OF OUR CRAZY POLICIES
team member or a superstar? Personally, I’d happily pay a superstar more, as I know from experience that my 50% in extra costs equals two or three times that in productivity, care, and savings from not having to hire and train a few new employees because I lost the superstar. One similarity between all of the above companies, and a massive focus here at The Newsletter Pro, is culture. Shouldn’t work be a place you and your team members enjoy coming to? Creating a culture you enjoy and bringing in like-minded employees to work with you just makes sense to me. Since we have started making The Newsletter Pro’s culture stronger, I enjoy coming to the office more than I did before. Every office has a culture, and you have the choice to mold and shape it or just let it happen to you. I work with a number of dental offices, and a common complaint is gossip. Gossip has become part of their cultures because no one is leading; it just developed as an acceptable part of company culture.
If I can help in any way, feel free to email me at Shaun.Buck@thenewsletterpro.com.
–Shaun
P.S. I feel so strongly about the power of building relationships with your prospects, clients, and employees that I wrote a new book about it. We’re hosting a world premiere event on the most notorious customer service-related holiday of the year: Black Friday. This year, that’s Friday, Nov. 29. Watch for more info on how to join me and get a FREE copy of my new book, “Stop Losing Customers.”
WHY YOU SHOULD CARE ABOUT EMPLOYEE HAPPINESS
Wouldn’t you agree that a happy employee is a productive employee? One of the easiest examples of an unhappy employee is someone who puts in their two-week notice and then develops short-
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ARE YOU THE BEST VERSION OF YOURSELF? EMBRACE THE YOU DOCTRINE BUSINESS HOW-TO
of their religion, regardless of their sexual orientation, regardless of their gender … everyone deserves respect” into their business model since “inclusion inspires innovation.” Whether you’re the successor to a long tradition or you’ve struck out on your own, it’s important to ask yourself who are you trying to be. Even if it sounds silly, are you being the best version of yourself, or are you chasing a mold that doesn’t fit? Unleash the YOU doctrine and take hold of your company’s DNA.
have the self-honesty to admit when we’re wrong and the courage to change,” and in the past few years, we’ve seen just that. Cook has taken incredible strides to make Apple a company deserving of its fandom. Through Cook’s influence, Apple has made it a priority to become more transparent about major functions while still upholding their trademark production secrecy. Cook is known, and somewhat notorious, for his comment, “I don’t think about the bloody ROI.” Here, Apple has taken a hard stance that its top priority is improving the world, not just profitability, and they’ve become environmental and charitable leaders. Cook has also integrated the value that “regardless of their color, regardless
Back in 2009, Tim Cook stepped up to fill in for Steve Jobs during what everyone assumed would be a single medical leave of absence. The temporary stint quickly turned into a permanent position, and, more than eight years later, Cook is thriving as the tech company’s CEO while carving out a significant legacy for himself. But how has this solitary tech wiz brought about so much change to such a monolithic corporation? It all comes down to a rather simple philosophy: Don’t try to be Steve. This is in no way a snub. In fact, after Jobs brought Cook into the Apple fold during his campaign to return profitability to the company in 1996, the two made a formidable team. Cook’s deviation from the Jobs mold has its roots in something we all learned in pre-K: “The only person I can be is the person I am.” As Cook once said in an interview with Charlie Rose, “I’ve tried to be the best Tim Cook I can be.” As contentious as his first couple of years at Apple’s helm may have been, it appears that Cook has succeeded in doing just that. So, what does the world of Apple look like today? It follows a little something called the Cook Doctrine. “‘THE ONLY PERSON I CAN BE IS THE PERSON I AM.’” Originally outlined in his very first quarterly earnings call back in 2009, Cook was praised for having a keen grasp on the “DNA” of Apple. In its most boiled-down version, this Cook Doctrine affirmed that excellence, simplicity, control, collaboration, and selectivity stood as the core pillars upon which Apple functioned. Cook also included this gem: “We
–Shaun
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WAYS TO USE AN FSI ONE UP THE ROI OF YOUR NEWSLETTER (Free Standing Insert *Hint* this is an FSI!)
Your newsletter isn’t a sales pitch; it’s a way to genuinely connect with your customers. Putting promotional info on a free-standing insert (FSI) keeps it separate from your content and doesn’t compromise its relationship-building power.
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SELL OR INVITE CUSTOMERS TO AN EVENT Events should be featured in your FSI at least 6 weeks ahead of time so they hit mailboxes early. Follow up with a direct mail postcard featuring a repeat of the FSI messaging.
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PASS AROUND CONTENT
Your FSI should be educational but also interesting so it gets passed around between friends, family, and colleagues. This is a great way to gain brand exposure and build brand equity.
HYPE A NEW PRODUCT OR SERVICE
FOUR
Bigger than a one page ad, your FSI lets you splash out in enough space to explain the benefits of a new product or service to your customers. You can also feature customer testimonials.
ISSUE A TARGETED MARKETING MESSAGE
Do you have a contingency of customers with unique needs? Speak to them directly through your FSI and show them you are the subject matter expert they need to solve their problems.
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? !
6 SEVEN
REMIND CUSTOMERS ABOUT YOUR CORE PRODUCT One mistake business owners often make is only marketing the next new product or service. They neglect their core clientele and the tried-and-true products/services they love. But if it’s not broken, don’t fix it! Use your FSI to remind your customers why they bought from you in the first place.
CALL YOUR CUSTOMERS TO ACTION
Confused people don’t buy. So you need calls to action (CTAs) in your newsletter, and you need those CTAs to be clear, direct, and repeated often. Use your FSI as a way to further draw attention to your CTA(s).
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GET MORE REFERRALS
There’s only one mistake worse than not asking existing clients for referrals. It’s not asking multiple times for referrals from existing clients. It takes a lot for even the happiest of clients to refer. Make it easier for them by using your FSI to showcase a referral template they can mail to you.
GIVE THANKS
Customers who feel valued stick around. Why not feature a discount coupon or gift offer to show your customers some love? Your FSI is the perfect platform to do it.
IT’S OUR 9 TH BIRTHDAY! CELEBRATE WITH US BY GETTING 9 CENTS OFF EACH FSI OFFER!
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CLIENT SUCCESS
MARKETING HOW-TO
HOW DO Take a Leaf Out of Goog
“20 out of 10. [Our project manager] is a first- string VIP all the way. Thoughtful, patient, kind, skilled, efficient, effective ... I can’t say enough. [Our writer] is amazing. The whole team is top notch: a well-oiled machine. Whatever culture you created there, it’s award-winning!”
–Angela Manfredi, Memory Care America
and what they scored the candidate, and how that person ultimately performed in their job. We found zero relationship. It’s a completely random mess, except for one guy who was highly predictive because he only interviewed people for a very specialized area, where he happened to be the world’s leading expert.” We’ve all had our fair share of ups and downs, and according to Google, some of their star employees had deceptively disappointing interviews, while quite a few got fired following stellar introductions. So, if the breakthrough-makers at Google struggle with hiring just as much as the rest of us, is there really any hope?
We have a bit of a love affair going on with Google. It’s a verb, it’s a culture, it’s an entrepreneurial dream — really, what’s not to love? We’ve taken a few tips from Google in the past, so when it comes to hiring the best, the brightest, and the most qualified, how does the Google crew do? According to Laszlo Bock, author of “Work Rules!: Insights from Inside Google That Will Transform How You Live and Lead” and Google’s former senior vice president of people operations, “Years ago, we did a study to determine whether anyone at Google is particularly good at hiring. We looked at tens of thousands of interviews, everyone who had done the interviews
“You all make us feel special! We were initially concerned about the level of quality we could expect [when outsourcing our newsletter]. We chose you because you walk your own talk. 10 out of 10!”
–Scott Spaid, Konki Digital
OUR BOOKSHELF
“212: The Extra Degree” by Sam Parker does an excellent job of putting even the most daunting tasks into perspective. In business, it’s easy to get overwhelmed with day-to-day responsibilities, which is why this book is so powerful. the difference between something that is simply very hot and something that generates enough force to power a machine.” This is the book’s first message that sets everything else into motion. “212” emphasizes the basics of perseverance and how one extra ‘212: T Pressing On to “One degree. Applying one extra degree of temperature to water means
“Thank you to our team — especially Sonya, our writer — for doing our newsletters. We started with you in June, and it’s been a lot off my plate, which is a nice relief! It’s nice to have it go out on time and know it’ll all be done and look professional, and our clients have really appreciated it. We’ve gotten a lot of positive feedback about it. So, I just wanted to say thank you!”
–Susie Hirsch, Surface Creek Veterinary Center
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OU INTERVIEW? e’s Book
Another Google guru, Gayle Laakmann McDowell, author of “The Google Resume” and a former member of Google’s software engineering team, has a lot to say on the subject. Google uses a grading scale (from 1.0 to 4.0) to assess potential new employees. It’s a tool (and just one of many), but McDowell points out that while this scale might give you more data on who you’re hiring, the end result has almost as much to do with who’s conducting the interview. “Some interviewers are harsher graders than others,” she says.
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E EXTRA DEGREE’ Reach Your Goals
Have You Heard the Good News?
Matthew 6:25-26 — “Therefore I tell you, do not worry about your life, what you will eat or drink; or about your body, what you will wear. Is not life more than food, and the body more than clothes? Look at the birds of the air; they do not sow or reap or store away in barns, and yet your heavenly Father feeds them. Are you not much more valuable than they?” 1 Corinthians 13:12 – “For now we see only a reflection as in a mirror; then we shall see face to face. Now I know in part; then I shall know fully, even as I am fully known.” 1 Peter 2:12 — “Conduct yourselves with such honor among the Gentiles that, though they slander you as evildoers, they may see your good deeds and glorify God on the day He visits us.”
step can mean the difference between realizing your dreams and settling. Let’s put this into the context of your business. One extra sales call or one additional hour at the office making your budget work can mean the difference between scaling your business and closing up shop. With this perspective in mind, “212” guides you toward what your next step should look like. This book isn’t a silver bullet or quick fix, and Parker suggests you stop looking for one. He addresses how many advertising messages promote the quick fix to reach your goals with little effort and even points out how individuals who follow those paths will actually end up working harder while trying to avoid the additional effort to achieve their goals. In just 76 pages, Parker will show you how much that extra hour is worth to you and your business. With continuous effort and patience, you will reach your goals faster and easier than with any quick fix. If you think you need this extra motivation to scale your business, don’t wait. Order your copy off of Amazon or through your local bookstore today.
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MARKETING HOW-TO CONTINUED ...
Additionally, “people who are hired basically all have average scores in a very small range. I would suspect 90% of hired candidates have between a 3.1 to 3.3 average rating.” This makes it “almost impossible to truly understand if there’s a correlation between interview performance and job performance.” So, what Bock’s study might really be saying is that “once people hit a certain, very high bar, it doesn’t matter whether someone performs above it or far above it,” McDowell clarifies. So, how do you make the most of your interviews? “Test skills, intelligence, and other factors,” McDowell advises. Some businesses take this a step further by instituting a test shift where their potential teammate works alongside the crew. Ultimately, interviewing is about finding a balance, and if all else fails, just remember that even Google gets the hiring blues.
“IF THE BREAKTHROUGH- MAKERS AT GOOGLE
STRUGGLE WITH HIRING JUST AS MUCH AS THE REST OF US, IS THERE REALLY ANY HOPE?”
–Shaun
RESOURCE OF THE MONTH
READ YOUR CUSTOMERS’ MINDS WITH SURVEYMONKEY
find a complete list of compatible software at SurveyMonkey.com/apps.
Create surveys for anything and everything, such as measuring
satisfaction, conducting market research, planning events, and more. You can also use surveys to develop your net promoter score, which
You can integrate SurveyMonkey into G Suite or your existing CRM, email client, or marketing software to get even more out of the service. With numbers and raw data at your fingertips, you can make informed decisions, improve customer experience, boost your company’s culture, and much more. Because SurveyMonkey has been around for 20 years, they know what works and what doesn’t. They have two decades of data and development behind them, and their approach to data collection is as refined as it gets in the world of online marketing and collection tools. Plus, their software has evolved over the years to include encryption (to keep your data safe), as well as to integrate HIPAA- and GDPR-compliant forms and features. If you don’t know what your customers are thinking (or your employees, for that matter), stop monkeying around and give SurveyMonkey a try. In a matter of weeks, you’ll start gathering data that may very well shape how you do business in 2020 and beyond.
will, according to SurveyMonkey’s website, “determine if your customers are
willing to speak up and speak out about your brand.”
Hard data straight from your customers can be incredibly valuable. But it’s not always easy to get in touch with your customer base to find out what they are thinking and how they feel about your business, services, or products. Enter SurveyMonkey. Founded in 1999, SurveyMonkey is known for their online-based surveys, which businesses (and everyday consumers) can use to collect data. For instance, a business can use the software to build a survey tailored to employees or customers and gather specific data.
As a data-gathering tool, SurveyMonkey shines. Every survey is customizable, and conducting research is a breeze. You can build every survey to collect the data you need. You can also use the software to collect testimonials and other forms of more detailed feedback. SurveyMonkey’s software is also compatible with over 100 other apps, including popular CRM and marketing software, such as Salesforce, HubSpot, and Shopify, to name a few. You can
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COMPOSING CHAOS IN THE SPOTLIGHT
The Musical Stylings of Mytch Evangelista
we wondered if Mytch could describe project coordinating through music.
she’d heard on the radio. This is where she discovered her love of the classical genre. “Even at age 5, I felt so many emotions listening to a concerto,” Mytch reflects. “I knew I wanted to create music in that detail.” Now, having earned her master’s in piano from Boise State University, our star project coordinator does just that. Whether she’s here at the office, exploring Boise, or on a walk with her Shih Tzu, Joey, Mytch always carries a musical notebook with her. As a composer, she wants to be ready the moment a melody comes into her head. “I just let the music come to me,” she says. “It’s almost a spiritual process.” Mytch’s love of classical music is contagious. When we asked her what her favorite piece was, she played us Brahms’ Intermezzo, Op. 118, No. 2, in A major. She pointed out the longing melodies and how the B section descends into chaos. “It tugs at the heartstrings … it’s been seven years, and I still cry while performing it.” Naturally,
“It’d be a messy piece from the 20th century — one of the louder ones,” Mytch says with a laugh, “probably something by Prokofiev: busy, loud, and hard to keep up with but also very exciting.” In fact, she credits the chaotic nature of her work to why she excels at it. “It’s like being a musician; you have to orchestrate things all at once,” she explains. And Mytch is very good at orchestrating. She holds the company record for getting campaigns finished and approved ahead of schedule — a fact she is painfully modest about. “I work with the best team,” she says. “We have each other’s backs.” An extrovert, Mytch has a deep appreciation for the “hodgepodge of madness” that is her work group. “My previous job was a corporate environment where I couldn’t really be friends with my coworkers. Now at TNP, I have a good time all the time.”
Project coordinators are at the center of everything we do here at The Newsletter Pro. They plan campaigns with clients, keep our creative and production teams working hand in hand, and ensure your newsletters make it in the mail on time. Like classical composers, project coordinators organize the loud, dissonant instruments of publishing to make beautiful music. Fortunately for us, Mytch Evangelista is a literal virtuoso.
At 4 years old, Mytch first started plinking out notes on a Casio keyboard, replicating the melodies
KEEP UP With Our
BEST POSTS
If you’re looking for more great content — like what you’re reading in this newsletter — to drive your business forward, take a look at these articles on our blog. The Next Recession Is Coming – Are You Ready? NewsletterPro.com/next-recession-coming Ring, Ring: The Expert Called You NewsletterPro.com/expert-called-you The ‘Death’ Of Print Marketing NewsletterPro.com/the-death-of-print- marketing A Trip To The Marketing Doctor NewsletterPro.com/marketing-doctor
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BUSINESS PROFILE MAKING COLLEGE MORE AFFORDABLE ONE SCHOLARSHIP AT A TIME
Today, Going Merry works with 10,000 high schools all over the United States. The organizations they’ve partnered with include major international companies like Dell and Hewlett-Packard as well as local organizations like the Rotary Club and Kiwanis. Even if wages aren’t increasing at the same rate as the cost of college, Going Merry’s operations are certainly keeping pace. In the spring of 2018, Caitlin Phan received her letter of acceptance into UC Berkeley. A degree from Berkeley doesn’t come cheap, and Caitlin did her best to apply for scholarships and mitigate that cost. She estimated that she had applied to over 200 scholarships to little avail. But, with the help of Going Merry, she received not one, but two scholarships that would total about $14,000. “It was pretty exciting knowing I won’t have to take out loans the first year,” Caitlin said in an interview with the Bay Area’s local ABC station. Caitlin’s experience with Going Merry is just one of thousands of similar experiences. And even though the money she received was just for her first year, in an era where crushing student debt feels ubiquitous, every little bit helps. Going Merry is a modern solution to a modern problem. The bill for education continues to rise with no peak in sight. So, until wages go up or the cost of college goes down, apps like Going Merry will continue leading the charge to help an upcoming generation of workers find their place in the workforce.
The basic mechanics of the app are simple and user-friendly. Students begin by filling out a brief profile. Then, the app auto-fills any scholarship application form with the answers they provided on their profiles. After that, students will only have to add scholarship essays or answer a few additional questions on the actual application. With Going Merry, you’ll never have to answer the same question twice. Going Merry’s creators tested the app’s usability at three California high schools — a test that proved incredibly successful. The classes that got to use the app ended up applying for five times as many scholarships as the previous class, and guidance counselors at the school hailed the app as the easiest platform they had ever used. Since Going Merry’s initial development, its creators have added more features to the app’s base functions. Some of these features include options to further filter their scholarship searches, “bulk applications” that bundle scholarships with similar prompts, and even tools that help students find out how much their target colleges cost and how much the average salary is for graduates. The cost of college is always changing, and the creators of Going Merry have shown that they’re willing to keep innovating to help students keep up with their pursuits of higher education.
The cost of a college degree comes at a pretty penny these days. In the past decade especially, the price has skyrocketed, costing 55% more to attend a public university than it did just 10 years ago. Furthermore, the price of college is increasing at a rate that is eight times faster than the average working wage. Many students feel that the only way they can pursue higher education is by taking on gargantuan student loans, but a lucky few are able to fund their college education — or at least their tuition —with scholarships. Unfortunately, websites that consolidate information on reputable scholarships for students are few and far in between. That’s why in 2016, a group of Carnegie Mellon and Stanford graduates, all grappling with the cost of their higher education and how to pay for it, created Going Merry. In an age that has spawned Facebook, Twitter, Airbnb, and Uber, apps that make any process more efficient or less costly have the potential to change the world. Going Merry is an app that allows students to avoid the tedium and uncertainty of the scholarship application process. Instead of having to follow countless links to scholarship websites that may or may not be scams to harvest students’ data, Going Merry gives students a place to efficiently apply for tons of legitimate scholarships that they qualify for.
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