Archive for the ‘Marketing’ Category

What used to be…

Published by Suzanne Evans   |   October 8, 2015   |   No Comments

I have heard this…. A LOT!

I used to work out.
I used to love what I do.
I used to have free time.
I used to feel better.
I used to be happy.

There is a whole lot of used or someday in our lives. Here’s what I know. Used to is over and someday may never come… we only have today and when we use today and focus on today everything changes.

Here’s my tips to a Hell Yeah Life (aka Happy, Healthy, and Wealthy Everyday)

1. An amazing quote from the musical Hamilton: “I would rather be divisive than indecisive.” Make decisions. Make them fast. Make them now and it might piss someone off. OK. It might agitate. OK But make decisions that matter so you can live a life that matters.timeisnow

2. Sweat. OMG- I never thought I would write that, but the more I sweat the more I give a damn- about everything. It doesn’t matter if you dance in your living room or work with a personal trainer. Sweat until something happens! Leave all your shit in a puddle on the floor.

3. Love. When you can’t figure out what to do- love. When you get hurt- love. When you want to give up- love. When someone gives up on you- love.

4. Laugh. This business shit is not so serious. The fear and worry over money- it’s not so serious. The will I get it right? When will I launch? How much will I sell? It’s not so serious- in fact it’s all hilarious! LAUGH.

5. Don’t give up on you. YOU are all you’ve got.

You want to make money? Hustle.
You want to lose weight? Hustle.
You want to be happier? Hustle.
You want more free time? Hustle.

Hustle to get what you want. And don’t ask for permission.

Used to is over and someday isn’t here yet. If you want to live easier, smarter, healthier, and wealthier I have 2 spots left in my new private Lifestyle program. Email us at [email protected] – I want to talk to you TODAY; not someday.


Suzanne Evans, Chief Movement Maker

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Breaking up

Published by Suzanne Evans   |   October 1, 2015   |   6 Comments

You might not believe this about me, but I am terrible at break ups. I do breakdowns MUCH better!  ;-) I am known as tough and direct and not afraid to get what I want.


Unless a break up is involved. Since I was a little girl I have never been able to watch people leave. I hated when friends came over for the night and left the next day. I hated when my Mom would get mad and leave the house. I hated when people moved. And now I hate when a team member leaves or you have to let someone go or swift changes happen.

I don’t like break ups (good or bad). But now at the ripe old age of 41 I know why.

(Unless there is abuse or harm happening) There is no lesson in leaving. You only get the lesson in staying.

But the lesson is the hard part, so it’s easier to go. Easier to stop. Easier to end. And it doesn’t matter if that’s your business, a bad launch, a marriage, friendship or a goal. It’s always easier to leave. And then justify it.HY-Image

1) It wasn’t right for me.
2) It was hard.
3) They/It were wrong
4) I have to take care of my health
5) I’m just going to start over.

The list goes on.

There is no lesson worth living in leaving, so here are my tips to hang on, hang in, and always come out the better business, the better person, and on the better path.

1) You will never understand who you are, on your deepest level, until you experience the transition of the pain of staying into the joy of healing. It is in the contraction that you learn.

2) Ask yourself: By stopping, leaving, or quitting does that allow me to feel better for 10 minutes or feel better for 10 years?

3) Remind yourself that pain is all the same. This launch failed! My boyfriend broke my heart. I lost my job. Pain is all the same. You are not alone and when you can master pain you become a master of all.

4) Don’t ditch something. Redesign it. I have often had a relationship fail or a biz plan fail and to stop it all would have been stupid. BUT to use it, reevaluate it, and redesign it means I keep all the really good parts and scrap the bad coming out all the better.

5) Realize you will repeat the same mistake over and over for the rest of your life if the mode you take is to avoid it. You have to hang out in the ditch some. You have to figure out your shit some. You have to stay put in the middle of failure or pain of confusion and just stand there… vulnerable… knee deep… and exposed. It is there that you get the answers.

There is no lesson in leaving what you are afraid of, breaking up with your business, or stopping short of your goal. I know for myself I am nothing but a girl who has stayed over and over again no matter how hard. And in the end I am imperfect. I am flawed. I fail. Yet I am here and happy. And I am clear that as hard as I run I simply can’t outrun the truth and in the end that is my ultimate quest.

So, next time you think about leaving why not think about staying. Imagine what you could become of you did.

Breaking up is hard to do. And if it were easy it might be the answer. ;-)


Suzanne Evans, Chief Movement Maker

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She Accepted Your Job Offer, Now What?

Published by Suzanne Evans   |   September 24, 2015   |   1 Comment

Now that your dream candidate has accepted your job offer, how do you make their first day a smooth and welcoming one? Here are 14 steps you should take.

  1. Have them sign an employment agreement or contract. This document should spell out and confirm the terms of the offer. Include a recap of their salary and benefits, job duties. Include your non-disclosure and non-compete terms as well. Consult a professional in your state who can assist you in preparing this document.
  2. Begin any paperwork that can be completed ahead of time. If you use a Professional Employer Organization (PEO) they can do all of this for you.
  3. Set up any access to internal systems required for your business, i.e. company email, company calendar, and software access.
  4. Set up any hardware they will need, i.e. laptop, monitor, phone, and printer.
  5. Set up their workspace or office. Make sure their desk is stocked with all of the supplies they will need. Make sure their area is clean and functional.HY-Image
  6. Order any items they will need such as business cards or company branded clothing.
  7. Inform the staff of their arrival.
  8. Set up a complete training calendar and agenda for the first four weeks. Include the following:
    1. Daily and weekly training tasks to be completed.
    2. A description of each training module.
    3. Who will mentor and train them for each module.
    4. An end-of-day recap.
    5. Discuss the next day of training.
    6. A list of resources they will need.
  9. Reach out to them a couple of times prior to their first day to see how they are doing and if they have any questions. This is especially important if they are relocating.
  10. Order flowers or some other appropriate welcome gift to arrive on their first day, this does not need to be expensive.
  11. Be there when they arrive and welcome them and show them to their work area.
  12. Order a team lunch in their honor. This is a great way for them to meet the entire staff.
  13. Follow the training plan you set up!
  14. Conduct a 30-day review to discuss their progress and next steps.

Starting a new job can be stressful for all involved. The new employee will be nervous and unsure of what will happen next. Having a plan and communicating that plan to all of the team will make them more comfortable. Making them feel welcome and at home will have a long-lasting positive impact on your entire organization.


Lou Andruzzi, President 

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Verbal Branding: It’s what’s for dinner.

Published by Suzanne Evans   |   September 17, 2015   |   No Comments

Verbal Branding: It’s what’s for dinner.

Let me begin with the pleasantries and share how excited I am to be joining the Suzanne Evans team and to be introducing Hell Yeah Messaging to the world. This is the culmination of 15 years of work as a professional copywriter and messaging strategist and 5 years running my own successful company.

For those of you who have heard of me before, I’m excited to work with you in this new capacity, and for those of you have not yet gotten to know me, I’m excited to share my expertise with all of you.

If you’re wondering just what Hell Yeah Messaging is all bout and why you should care, then it’s the perfect segue into today’s topic, which is the power of Verbal Branding.

One of the big mistakes entrepreneurs make when trying to grow their business is focusing solely on “what they do.” They think that it’s all about their process or their methodology. They think it’s only about the results they provide.

Results are important, but they aren’t everything.HYM_Final_Logo

The most successful companies in the world build their businesses by creating a foundation that all of their marketing endeavors act from. They start with a verbal brand.

What is a verbal brand and why do I need to care?
In its simplest form, a Verbal Brand is nothing more than the way you talk with the world. It’s about the story you tell to your customers, past, present and future, that demonstrates not only what you do, but who you are.

A Verbal Brand is nothing more than a conversation. It’s your ability to connect with them on both a practical and emotional level. This is important because people justify emotionally and logically.

When you own the conversation, you can own the market.

So what is a verbal brand comprised of?
• Your Movement.
• Your Message.
• Your Story.

Your Movement is the “Why” of what you do. It moves people. It lets them know why you’re in business, and what you’re trying to accomplish by means of your business. Your movement is the heart and soul of why you’re here. It’s made of your core values, and what you stand for in this world.

Here’s why you should care: The top brands in the world know that there is a correlation between a companies ideals and values and their financial performance. (Check out Jim Stengel’s amazing book, Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies, for more on this). This means that who you are has value. If your movement is the “why” of your business, than the message is the “what” of your business and also, “the whom.”
Great communication is all about relevance, and thus it’s important to know who your audience is and what they care about. A great message comes from understanding not only what you actually do for your clients, but why they should care based on their own wants, needs and desires. The secret to a great message is first to understand what your clients are looking for, and then creating language that reflects how they already see the world.

Make sure you catch that part about language. Because it’s not what you say, it’s what people hear that matters. And a killer message ensures that you get heard.

That brings us to story.

Your story is all about how you tell the world about you. It’s how you connect with them through your copy, your sound bites, and your marketing. Annette Simmons said that “the one with the best story wins” and this is very true in business. Once you have clarity on your movement and your message, it’s time to develop the words that will make you stand out.

A great story begins your personal story. Your path of getting to where you are today. It includes showcasing the good, the bad, and the ugly and using that to build connection.

If you’ve ever struggled with writing, the odds are you’ve not done the foundational work of getting clear on why you do what you do, and who you do it for.

At Hell Yeah Messaging, we’re committed to helping you find the words that get you heard, get you noticed, and ultimately get you paid.

And that deserves one big hell yeah.

I look forward to working with all of you. I have a few calls available! Grab them while you can:

Matthew Goldfarb

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Break The Rules Properly

Published by Suzanne Evans   |   September 10, 2015   |   No Comments

Graphic design is more than making “pretty pictures.” It’s engineering with art. I began as an illustrator and soon discovered that unlike fine art, graphic design does indeed have rules. This new territory was hard to navigate. What makes good design? What makes bad design? How much of a critique is subjective and how much is objective? There are many overarching rules that the average person would not be aware of. Some of them follow:

  • Use effective type that communicates the message you want to send (Don’t use elaborate fonts for body copy).
  • When creating book layouts, break long lines of text into chunks using a consistent grid system. One’s eyes become tired when scanning long horizontal lines of text.
  • Make sure the right side of the text is not too ragged. Adjust letter spacing (leading/tracking) accordingly.
  • Make sure no single word is on it’s own line and no single sentence is by itself on a following page.
  • Never compromise readability for what you think is visually appealing.
  • Use white space (negative space) to your advantage to relieve tension/clutter on the workspace. This prevents the eye from straining (something Apple is great at utilizing).
  • Less is more. When in doubt, clean and concise is the way to go. Never overuse special effects.Rules
  • Create pictures and logos that accurately reflect the message you want to send. Sometimes this means conducting research.
  • Create consistent identity systems when branding. (Consistent fonts, logos, deliverables, color schemes, etc.)
  • Do not split too many words with dashes. This leads to strenuous reading and choppy text.

Sometimes rules are meant to be broken. But why learn the rules if one is going to break them? This is so they will be broken properly. This is difficult to explain and usually something one learns with experience. I usually try to sum it up with the following statement: “If it looks intentional, it’s good, but if it looks accidental, it’s not.”

But what does this mean? This means that you can use dashes, overlap text, split letters, create tilted columns of text, create grids that are consistently inconsistent, implement lots of gradients, and break all of the other rules when appropriate. Sometimes this means asking yourself what message you are trying to send and emphasizing the rules you are breaking so the viewer knows that you are aware you are breaking them. For example…

Some of the most repulsive graphic design I have ever seen has been on medical brochures, high school websites, in car manuals, and especially on ads for local businesses. The average person sometimes believes that adding many special effects (glowing text, rainbow backgrounds, lens flares, textured text, etc.) will catch attention and instead leave viewers feeling overwhelmed and overstimulated. Usually these designs look like they were created by a ten year old in Microsoft Word. The final product ends up looking trashy. Look at nearly any coupon magazine, yard sale sign, or phone book advertisement and you will know what I’m talking about. Text is usually jumbled and there is little consistency in the design.

So how can one break rules effectively? One example includes a project I had done for Suzanne Evans Coaching. I was asked to create a banner for a website and include two photographs. We live in a culture that is saturated with color photography so I decided to create a monotone (make the photograph a single color). Creating a fully pink photograph as opposed to a standard color photograph helps to catch a viewer’s eyes while remaining true to the brand’s pink color. I decided to bold specific words in the logo to emphasize the message and left lots of white space in the image for readability. Letters were evenly spaced and I had implemented an effective grid system while mixing two different fonts (breaking another rule). This created a sharp design that popped and delivered an effective message.

The average person usually can’t spot good design but can sense bad design, despite whether he/she is aware of it. This is why it is important to know the rules before breaking them.


Tommy Cooper, Graphic/Web Designer

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