Company Benevolence Programs … Make it a Community Habit!

February 27th, 2015 by
By Chelsea Irwin

Over the last year Golden Mailer has been blessed to partner with the HOPE program for local foster and homeless children in the East Bay

Golden Mailer had the unique experience this year to sponsor children from the local Mount Diablo Unified School District’s HOPE program. We have blogged in the past about the HOPE program, but here is a quick explanation of what they are all about: Last school year, the MDUSD HOPE program served 511 homeless children, grades K-12 and 151 foster youth. These are children living in shelters, cars, motels, and staying temporarily with friends in what they call “doubled up” and “tripled up” living arrangements. Most of us don’t see this or believe it is happening in places like Pleasant Hill, Walnut Creek, Lafayette, or Clayton, but it is.

As a local and family owned business, the employees at Golden Mailer agreed that volunteering would be best served in the local community…

Children in Classroom, HOPE, Golden Mailer

There is nothing more important to the future of your community than providing inspiration and support to the young adults who will be running the local businesses, enforcing the law, operating on your loved ones and eventually raising the generation to follow. This is why we came together as a company to pull together resources and help provide holiday cheer to those that need it the most.

It doesn’t feel like there are many children living in homeless or poverty stricken situations in the East Bay, but there are. When we use the word “many” we simply mean that even one child is too many. My hat is off to everyone who did something this holiday season to help make a stranger’s holiday a little brighter. Dedication to Benevolence Programs is proven to give employees a more positive view of the company they work for and speak with a higher level of respect outside of work to friends, family and associates about management and company culture.

Working with the dedicated members of HOPE shows you the unfortunate truth… THIS NEVER ENDS.

These children need food year around, school supplies, clothing, and resources available to show them that they haven’t been left behind or forgotten. Simply because the holidays are over doesn’t mean you should forget about the less fortunate members of your local community. A few months ago we wrote about different ways you can volunteer or simply donate money to local organizations all year long. There are countless ways to get involved, read Golden Mailer’s 2015 Holiday Volunteering Blog for more information.

Why start company Benevolence Programs?

It’s so easy to get wrapped up in daily routines and we quickly forget about the children sleeping in cars or shelters in the middle of February. This was one of the many great experiences that the Golden Mailer team has started to make a tradition as a dedicated partner with the local HOPE program. We encourage you to start your own tradition and give what you can to your local community all year long.

“It Takes A Village”

QUOTES… We Motivate, Help, and Make Business Owners Laugh

February 21st, 2015 by

Golden Mailer Shares Some Friday Thoughts… Pass Them Along to Brighten Someone’s Week.

Weekly Tips:

Golden Mailer, Quotes for Work, Tips, Funny Work Quotes
  1. If you can, PRIORITIZE work BY GREATEST ROI. That way you will always be working on the task with the biggest impact.
  2. GIVE YOUR COFFEE A KICK! Everyone is putting grass-fed butter in their coffee. Why? It has the right fats to combat cholesterol, fills you up, and gives long-lasting energy.
  3. SORE NECK? Stop looking down at your phone to text. According to a recent study, when your head is bent at a 60-degree angle, the forces endured by the neck surge to 60 pounds.
(Inspired by
  1. Spend the last 10 minutes of your workday reviewing the tasks planned for tomorrow, instead of poorly trying to rush through one last task for today. – Productivity Hack
  2. Create a template for emails that you frequently send out to the same recipients; this keeps you consistent and organized. A template eliminates the chance of forgetting to include important information as well. The recipient will know exactly what to expect and where to look for the information they need. (i.e. Sending campaign details to a client week over week that must contain report run dates, impressions served, clicks served, budget spent, etc.) – Productivity Hack
(Inspired by


  1. “We are really competing against ourselves. Aside from shared experiences and support, we have no control over how other people perform. Success is meeting your goals, not beating someone else’s goals.” – Pete Cashmore, Entrepreneur, CEO and founder of Mashable
  2. “Quality means doing it right when no one is looking.” – Henry Ford, Founder of the Ford Motor Company and sponsor of the development of the assembly line technique.
  3. “Successful people do what the to rest us are not willing to do. Don’t wish it were easier, wish you were better” – Jim Roth, His rags to riches story played a major role in much of his work as an entrepreneur, author and motivational speaker.
  4. “Some people want it to happen, some wish it would happen, others make it happen.” – Michael Jordan
  5. “Be so good they can’t ignore you.” – Steve Martin
  6. “Long-term planning is often undervalued by our indefinite short-term world.” – Unknown
  7. “Never mind what others do, do better yourself. Beat your own records everyday and aim for a better tomorrow.” – Unknown
  8. “Be undeniably good. No marketing effort or social media buzzword can be a substitute for that.” – Anthony Volodkin, Entrepreneur


  1. “I always arrive late at the office, but I make up for it by leaving early.” – Charles Lamb
  2. “All I’ve ever wanted was a honest week’s pay for an honest day’s work.” – Steve Martin, Sgt. Bilko movie
  3. “Work is the greatest thing in the world, so we should always save some of it for tomorrow.” – Don Herold
  4. Peter Gibbons: Let me ask you something. When you come in on Monday and you’re not feeling real well, does anyone ever say to you, “Sounds like someone has a case of the Mondays?” …Lawrence: “No. No, man. *Heck* no, man. I believe you’d get your *butt* kicked sayin’ something like that, man.” – Office Space the movie
It’s Friday… Do something AMAZING for yourself and someone you care about!

Should Business Owners ALWAYS be “On Call”?

January 14th, 2015 by

How to build client trust and still set boundaries…

I was reading through a discussion posted by Paul Castain on LinkedIn about sales reps remaining “on call” after hours. The responses all seemed to have a single underlying theme. It wasn’t stated out right in some of the responses, but it was at the foundation of their point. You need to set boundaries but still make sure your clients trust that they are a priority.

This is never as simple as it seems. Some respondents went as far as to say that they pick up EVERY single call they get – regardless of the day or time.

On Call Photo, Golden Mailer, Blog

This made me laugh a little because, well, that simply isn’t possible. You can’t take every call – Even when it’s the middle of the workday. You might be on a job site, talking to another customer, or installing a garage door. Of course, depending on your industry, your response time will vary… As will your customer’s needs.

For local businesses owners it’s hard to let it go to voice mail…

This is very true. For many businesses that invest a large portion of their budget into some form of advertising, missing a single call could cost them their entire conversion rate (again, depending on what your median sales point is). So they are left to push against the ocean. A point well made by Lon Lohmiller when he stated, “experience has proven that a work/life balance is critical for optimal performance at the times when the rep is “on”, which implies that there has to be “off” time that in the end I believe should be self imposed.”

Why can’t it be as simple as the “hours of operation” listed on, Google Places, or Yelp?

Once again, it’s just not that simple. Your customer might have the same work hours that you have listed on your website. So do you play phone tag for the rest of your life? No, most business owners that are out in the field for the majority of the day have what they call a “bat phone” – It’s a cell phone that office calls get forwarded to when they aren’t in the office.

Evaluate your target rich demographic and determine when they are most likely to call and try to make yourself available at those times. Some business owners do need to tweak their hours so customers can reach them on the weekends or evenings.

Set boundaries from the beginning!

If an existing customer calls you at an inappropriate time, don’t pick up, listen to the voice mail, and if it is in fact urgent, call them back immediately. If it can wait a day, call them back within 24 hours. Otherwise, you are setting a precedent that any problem is an emergency and will be dealt with immediately. This quickly becomes a habit and before you know it you’re camping with your family and the “bat phone” is attached to your hip. You get burnt out and can’t perform at an optimal level.

On Call Photo, Golden Mailer, Blog

Even the type A personality working seven days a week will get burnt out or over commit their time and resources to customers. It doesn’t matter how much you LOVE YOUR JOB, you still need to take a step back and focus on something else. Tunnel vision and the compulsions to make every single customer your first priority and your best friend will eventually crash and burn. Every client should be a priority. Make sure the squeaky wheel doesn’t get all your grease, and most importantly, be a dependable and reliable vendor that every client can trust.

How Can My Business Get Penalized On Facebook?

November 18th, 2014 by

Is Facebook the best fit for your business & how to promote your product through blogs & non-promotional posts?

While the “rules” for promotional B2B activity on Facebook change more frequently than the Yahoo! logo design, Google algorithms, iPhones, or American’s hip sizes around the holidays… It is important to keep up with these changes to protect your company’s social media efforts on Facebook from being penalized.

So, how can my business get penalized on Facebook? Facebook recently announced that the networking giant can penalize post boosts that are too “promotional” as of last week. It’s not always clear as to what is “too promotional” but the decision was based on a survey determining that most Facebook users prefer to see stories and friend updates in their newsfeed rather than what Facebook deems product pushing.

According to, Facebook promotional regulations can best be defined as any of the following:

  • – Posts that solely push people to buy a product or install an app
  • – Posts that push people to enter promotions and sweepstakes with no real context
  • – Posts that reuse the exact same content from ads

An excellent article on Jon Loomer’s blog used a great example of what Facebook will consider too promotional:

Golden Mailer Blog
Photo Attribution:

After reading what they determine is “promotional” it’s clear that businesses with Facebook groups or pages should stick to boosting articles of interest that lead the reader back to your website or Facebook page. This is just another reason why frequent blogging and content creation is such an important aspect of your branding. A recent survey published by found that blogging is a vital part of lead generation.

How can blogging benefit sales leads and keep your company from being penalized on Facebook?

By pushing your blogs that are educational and timely to your readers (this does not include transparent product or service pitches in the form of a blog), you can reach your social following and also increase engagement. Below are some recent stats collected from

  1. Companies that blog have 97% more inbound leads than companies that don’t
  2. 92% of companies who blogged multiple times a day acquired a customer through their blog
  3. 81% of marketers rated their blog as useful or better
  4. 57% of US online adults read blogs
  5. 97% more inbound links for companies that blog
  6. Two-thirds of blog readers say a brand mention or promotion within the context of the blog influences their purchasing decision.
  7. 80% of adults say bloggers “can be very or somewhat influential in shaping product or service purchasing decisions.”
  8. Companies with more than 200 blog articles have 5X the leads than those with 10 or fewer.
Golden Mailer Blog

Facebook also announced a few weeks ago that sweepstakes and contests would also penalize a page. These rules are much more complex and something businesses should be constantly aware of!

Is Facebook really important for businesses?

In short, yes. But that is something that every business must weigh against resources and rewards. Below are some facts recently printed in a report from that might help business owners determine if Facebook is really the best place for their financial and time resources…

Golden Mailer Blog, pic
Graphic Attribution:

Mark Zuckerberg, the social network’s founder and CEO, said earlier this month that while a typical Facebook user could potentially view 1,500 updates a day, he sees only about 100. That means businesses that want to appear in that feed need to produce “really good content that’s going to be compelling to your customers.”

Part 3: SEO’s Impact On Customers & Online Reviews

November 14th, 2014 by

Part three of this five part blog series explains the essential need for business owners to understand the increasing influence SEO has on how customers receive and perceive online reviews on sites like Yelp & Angie’s List.

Even if you’re not ready to be on the Internet, your customers aren’t always on your timetable. As you can see below, almost 100% of Internet users read reviews and they affect almost all of their decisions.

Golden Mailer, SEO and Online Review Blog

According to a Channel Advisor survey, ‘Through the Eyes of the Consumer’:

  1. 92% of US Internet users read online reviews
  2. 46% of consumers were influenced to purchase based on reviews
  3. 43% of consumers were deterred from purchasing based on reviews
  4. 3% of consumers reported their decision was unaffected by reviews

Understanding the impact SEO has on online reviews & ratings…

A huge part of properly managing SEO for your online pictures, profiles, blogs, and websites is linking them all to your company. Every directory submission, description, and summary you issue are vital keys to your company branding. Consumers are regularly browsing through sites like Google Places where they will find photos, links, and bios of your company… and your competitors. If you don’t properly leverage SEO for all the content and graphics that you post online, your company will get lost in cyber space while your local competition is showing up in every search and on every site.

…Especially the impact online reviews have on customers.

All these graphics and summaries get linked to various review sites. Local customers rely heavily on these sites to provide them with the best possible information before hiring a company. While you can ask your customers to go online and provide a review for your company, typically the only customers that have the motivation to take time out of their day and review your products or services are the ones that feel you went above and beyond, or the very opposite, the customers feeling that they got burned.

There are multiple ways to look at a negative review:

Although it can be an emotional hit, bad reviews should be handled with care; they should never be responded to rashly or emotionally. Chances are the bad review is about a particular experience, not you as a person.

Look at any negative reviews as opportunities to showcase your company’s excellent customer service, and dedication to quality. Negative reviews can be good PR if you handle them tactfully. These complaints can also serve as a guide for things your company can improve on, because hey, nobody’s perfect.

How to respond to a review?

When responding to a review the best thing to do is to engage the customer. It is important that your tone is not defensive or confrontational; rather it should be one of concern. Be nice, be courteous, and genuinely try to help them. Know that it is incredibly hard to win an argument with a berated customer. Do not try; it will most likely reflect poorly on you and your company. Take the higher ground. Try to understand what went wrong and make every effort you can to put the situation right.

You can read more from the full blog here: “How to Handle A Bad Review

Why are reviews SO important?

One of the first places potentials customers look when searching for local businesses are review sites. Not to mention sites like Yelp and Angie’s List are so well optimized that they rank incredibly high in search engine results. Every review is important. If you can tell a customer isn’t satisfied before the job is finished, take the extra time and money to fix it before they cost you dozens of potential customers with a negative review.

A recent blog on stated the following: “Reviews – First of all, do not attempt to make reviews. Internet users will immediately know that they are not true. Reviews are really important in local citations. They are very similar to site linking since they give search engines as well as citation sites the notion that your business is just as excellent as you state it is. You can even find citation sites that will not list you in generic searches if you do not have a favorable review. Thus, once you are done with your profile, spend time to build reviews.”

Local residents search for a business that is in their community, affordable, and trustworthy.

This is why online reviews are so important. You can’t be afraid of the criticisms people leave. You should face these reviews head-on. Never ask a customer to remove a review. And most importantly, you must understand that even if you’re not ready to be on the Internet, customers aren’t always on your timetable.

Don’t hide from bad reviews…

The worst thing is being afraid to deal with it. I’ve worked with some business owners and they didn’t even know that they had dozens of reviews on Yelp. This is customer engagement at it’s best. It’s raw and real. Embrace the good and the bad because that’s what makes you human and that’s how customers trust you.

About this series…

This five part blog series takes a deep look into highly competitive industry landscapes and tips to successfully compete as a locally owned business.

Business License Renewal: It’s That Time of Year

November 4th, 2014 by

Business owners in cities all over the Bay Area should be on the lookout for business license renewal notices.

According to Pleasant Hill’s OUTLOOK bi-monthly newsletter:

Business License Renewal, Golden Mailer

The notices for most cities will be mailed around mid December to the mailing addresses on file.

Address Change?

If your business mailing address has changed since last December, notify the city’s Business License Division as soon as possible to update your records and avoid any delay on receiving your renewal notice.

This will allow business owners the full grace period ending for most Easy Bay Area cities on January 31, 2015.

Closed or No Longer in business?

You should also notify the Business License Division if you are no longer in business, have sold, closed, or moved out of the city. Most cities require you to send a brief note explaining the situation; signed and dated, to the Business License Division of the city your business is located in.

No Business License?

If you are in business or own rental property in a city & are not yet licensed, call the city’s Business License Division as soon as possible to have the appropriate forms sent to you or answer any of your questions.

Adapt to Changes – Part 9

May 12th, 2012 by

“Sow an act, and you reap a habit.
Sow a habit, and you reap a character.”

Charles Reade (1814-1884)

Our final habit in this series concerns a topic that can be very difficult to accept, especially if you have devoted an enormous amount of time and energy in creating your business. Many times we have faced those “little bumps in the business road” that have kept us up at night. Generally, we find a solution that is compatible with our business expectations; however, once in a while, we have to change course and plot a new approach or game plan. Adapting to change can be a very personal experience, but being willing to consider other options is critical in a changing economic environment, as we are currently experiencing.

Golden Mailer has found these nine habits to be very useful in developing our business model they have proven very beneficial in achieving a sustaining our place in a very competitive market. As a brief review here are the 9 habits have found to be the most useful in building our business:

  1. Know Your Market & What Your Customer Wants
  2. Develop a Mission Statement and Business Plan
  3. Create a Repeatable, Scalable Business Organization
  4. Develop a Culture of Discipline
  5. Be Professional
  6. Be Consistent & Follow Through
  7. Stay on Top of Profits & Cash Flow
  8. Keep Your Employees Involved
  9. Adapt to Changes

Adapt to Changes

Possibly the most difficult habit to acquire is that of accepting change, after all, your whole existence for putting your business together was to achieve a specific mission that had been successfully implemented and was serving yours and the communities needs. At least up until the demand for your services or product began to falter, you may find it difficult to accept the need to alter your business plan or vision of the company’s future. Well, lets face it, if you are not willing to adapt to the changes in the market place, or to the impact of new technology, or to the competition’s improved innovation, your business is going to be run over, and you will be left in the dust. How do you avoid such a disaster? Well, you adopt change, make it your partner, and seek out new ideas for conducting business, by either experimenting with alternative products or services, or by considering various “what if” possible changes. The commercial environment is not a stationary workplace, it is in constant motion, and so should you be in a constant state of awareness about potential changes that might negatively impact your business. You must remain a positive, up beat owner who is aware of the business environment and all the options that affect your life’s work.

One final thought; persevere in all that you do. The challenges you will face in your business endeavors will only be overcome if you approach them with a conviction of absolute commitment. Seek solutions until the last moment, you will discover that consistently pursuing these habits will lead to a better destiny than you had originally dreamed possible.

Speaking of adapting to change:

  • What changes have you had to make in the past four or five years to assure your business remains competitive?
  • How has your business adapted to the innovations in computer applications related to marketing, billing, and customer service?

Keep Your Employees Involved – Part 8

May 4th, 2012 by

“Sow an act, and you reap a habit.
Sow a habit, and you reap a character.”

Charles Reade (1814-1884)

Habit number 8 is possibly the most fun as well as rewarding for you and your employees. Aside from the importance of managing a success business, employee participation enhances productivity and quality assurance.

Golden Mailer has found these nine habits to be very useful in developing our business model they have proven very beneficial in achieving a sustaining our place in a very competitive market. As a brief review here are the 9 habits have found to be the most useful in building our business:

  1. Know Your Market & What Your Customer Wants
  2. Develop a Mission Statement and Business Plan
  3. Create a Repeatable, Scalable Business Organization
  4. Develop a Culture of Discipline
  5. Be Professional
  6. Be Consistent & Follow Through
  7. Stay on Top of Profits & Cash Flow
  8. Keep Your Employees Involved
  9. Adapt to Changes

Keep Your Employees Involved

If you are a one person business, you may think this habit does not concern you, but that isn’t true. Golden Mailer is a family owned and operated business because the family was always involved, either at the dinner table, or helping out on weekends and after school. So,even as a sole proprietor, you may want to keep your family involved, if for no other reason than a way to prepare your children or spouse to take over the business should you become ill or wish to retire.

From much of what was already discussed in the previous sections, you probably understand the importance of communicating the values, visions, and expectations of the business to your employees; however, employee involvement goes a step farther because good employees take their role in the business very seriously and you always want to have highly motivated employees, their involvement in the business will greatly enhance the potential for success.

Periodic informal meetings, luncheons, after work get togethers, or even weekend outings, give employees another format in which to exchange ideas or pleasantries outside of the formal business setting. These opportunities give people the sense of belonging and a feeling of unity. Employee involvement is a way of showing you care, but more importantly, it is another way of recognizing their contribution. It is also a way of rewarding them for the work they are doing. It’s important that the employees recognize that you appreciate their role in achieving the purposes of the business.

Management of your staff is a challenge, but if you do it right, it can be one of the most rewarding aspects of your business career. Seeking to involve your employees is a habit that leads to enhanced productivity and better employee relationships.

Speaking of keeping your employees involved:

  • How do you keep your employees involved in your business?
  • What methods have you found to be most effective in motivating employee involvement?
  • How important is employee satisfaction to you and the success of your business?

Stay on Top of Profits & Cash Flow – Part 7

April 9th, 2012 by

“Sow an act, and you reap a habit.
Sow a habit, and you reap a character.”

Charles Reade (1814-1884)

Paying close attention to your financial reports can save you many sleepless nights and uncomfortable conversations with your banker or your accountant. More importantly, tracking your cash flow will assure timely payments of invoices and payroll. Keeping a close watch on your profit margin we have found to be far more critical than market share, especially during slow periods or while in a down economy.

Golden Mailer has found these nine habits to be very useful in developing our business model they have proven very beneficial in achieving a sustaining our place in a very competitive market. As a brief review here are the 9 habits have found to be the most useful in building our business:

  1. Know Your Market & What Your Customer Wants
  2. Develop a Mission Statement and Business Plan
  3. Create a Repeatable, Scalable Business Organization
  4. Develop a Culture of Discipline
  5. Be Professional
  6. Be Consistent & Follow Through
  7. Stay on Top of Profits & Cash Flow
  8. Keep Your Employees Involved
  9. Adapt to Changes

Stay on Top of Profits & Cash Flow

Maintaining this habit will pay dividends every day that you are in business. Most business owners underestimate the amount of capital required to cover unexpected expenses or periodic slow-downs in the economy. Sometimes, this lack of preparation is due to unrealistic income projections or an over confidence in the owner’s ability to control the costs of doing business. Whatever the cause, the importance of staying in tune with your profit margins and cash flow far exceeds your market share or increased sales volume.
The critical point is this: don’t spend more than your income. This does not mean that you should avoid borrowing. Short-term bank loans may be important during certain periods of the business cycle, and certainly during the start-up period; just make sure your operating expenses can be covered by your income for a given period or cycle. A business typically requires a year or two to break even. Also, any new product or service will also require a period of time before it is self-sufficient. This means you need to anticipate such financial demands and plan for the additional costs and funds required while sustaining the business through these transitions. Your ability to predict the amount of funds required to launch a new venture or expand existing services or products will determine the level of success your business will attain.

Of all the habits discussed, the challenges faced in your business usually surround the issues of money. So, endeavor to make this habit a “must do” effort every day before, during, and after you close the shop. It will help keep you in business and out of debt.

Speaking of staying on top of profits and cash flow

  • Do you have an accounting system that allows you to frequently review your profit margin and cash flow?
  • How critical is the management of your cash in operating your business?
  • Do you have complete control of all billing, collection, deposits, and payment of invoices, or do you delegate these tasks to others?

Be Consistent & Follow Through – Part 6

March 19th, 2012 by

“Sow an act, and you reap a habit.
Sow a habit, and you reap a character.”

Charles Reade (1814-1884)

Part six presents two habits that are directly related your management skills as well as your attitude. Being consistent means you hold firm to your agreements, and that your actions are compatible with your stated intentions. Of course, follow-through is act of being consistent. We have found in our business that these habits are important in sustaining long-term relationships and customer satisfaction. How well you execute this habit will be a major factor in determining the level of success you will have holding customers and building your business.

Golden Mailer has found these nine habits to be very useful in developing our business model they have proven very beneficial in achieving a sustaining our place in a very competitive market. As a brief review here are the 9 habits have found to be the most useful in building our business::

  1. Know Your Market & What Your Customer Wants
  2. Develop a Mission Statement and Business Plan
  3. Create a Repeatable, Scalable Business Organization
  4. Develop a Culture of Discipline
  5. Be Professional
  6. Be Consistent & Follow Through
  7. Stay on Top of Profits & Cash Flow
  8. Keep Your Employees Involved
  9. Adapt to Changes

Be Consistent & Follow Through

Many business owners have failed because they were unable to develop or lacked these habits of consistency and follow through. Good management skills is another way to describe these habits because without them your potential to neglect your responsibilities to your employees, and your customers will surely lead to your business’ downfall. Attention to detail is essential to the success of your business. This includes not only the running of your company, but, also, attending to employee and customer needs. You are the “mother hen”, in other words, you need to watch over every aspect of your business until you shut it down.

As the leader of your business, you must provide the motivation and climate to assure the productivity of yourself and your employees. Your ability to hire, train, delegate, and manage your employees will be enhanced by adopting these habits of consistency and follow through. Your objective in embracing these habits will be beneficial as the manager of your business when you face new challenges, create new opportunities to expand, and think through all of the strategic issues you will face in the daily operations of your company.

Your business will be built upon your ability to get things done, either by your self or through others. To overcome indecision and procrastination, you have to approach each day with an urgency and commitment to complete every task as though the survival of your business depended on it, because it probably will. This habit has saved many from becoming a failed business owner statistic.

Speaking of being consistent and following through

  • What management skills have you used to make sure employees follow through on assigned tasks?
  • How do you motivate your employees, and yourself, to stay on task?
  • Have you established a method to make sure you are consistently providing a level of service or quality that meets your standards?

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