The Newsletter Pro February 2019

The Newsletter Pro February 2019

#120 in the 2015 and #343 in the 2016 INC. 500 | 2016, 2017, & 2018 Best Place to Work in Idaho | Marketer of the Year | 24K Club Winner

02.19 208.297.5700 www.thenewsletterpro.com

As Seen On:

INSIDE THIS ISSUE:

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The Big Entrepreneur Mistake Real Success Make More Money in 2019 Thirst: Water Use Canva to Create Stunning Visuals

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Get to Know Alissa Byrne

WHAT NO ONE ELSE TEACHES YOU ABOUT MARKETING And Why It’s Damaging Your Business

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You CAN Teach an Old Dog New Tricks

I love the headlines that claim some sort of media is dead, whether it be email, direct mail, or something else. The fact of the matter is that it’s very rare for a type of media to “die.” When TV first came on the scene, they said radio was dead. I don’t know about you, but I listened to the radio on my drive to the airport today.

Even those print newsletters still work (they are actually working better than ever) in today’s digital age. So how do you filter the b.s. from reality? How do you know, as a small-business owner, what kind of media to use and what kind to avoid?

jump on board. They hire an agency whom they pay $2,500 dollars per month, plus ad spend, only to get less than stellar results. Have you ever had this experience with any media? Pretty much every entrepreneur has.

So why didn’t Facebook work for them? Facebook seems to work for others.

Before you decide which avenues to pursue, you need to consider the outcome you desire.

The Yellow Pages is still alive and kicking despite the ease of access the internet provides.

The campaign didn’t work because this fictional business was set up as a referral-based business, not a cold lead generation-based business. You can’t drop cold leads into a warm lead bucket and expect good results. Although Facebook and/or the agency that was hired will get the blame for this failed campaign, the reality is that it was the entrepreneur’s fault. It is not the job of the agency to know how you get leads, how you convert them, and everything there is to know about your business; it is the entrepreneur’s job. The agency knows one thing: how to generate leads on Facebook.

For example, if you want more referrals, a phone, direct mail, or newsletter campaign would be beneficial. Contests and giveaways can also generate more referrals. On the other hand, if you want more brand-new leads from cold sources, a newsletter isn’t as ideal. The dental industry (as well as a few others) is the exception to the above statement. Once you know the outcome you’re aiming for, you need to avoid one of the most common mistakes in small business: picking the wrong type of media! Here is a scenario: An entrepreneur wants to get more leads. They are a referral-based business but hear all the buzz about Facebook and decide to

I’ve talked before about how much less effective email is becoming, especially in terms of marketing. On this page, you’ll see an infographic showing how Google has made it even easier to unsubscribe from emails. Is email dead? Of course not; it’s just not as effective as it was 10 years ago.

Media often becomes less effective when it “goes out of style.”

Believe it or not, I know people who are making the Yellow Pages work.

But … What if the leads they generate suck?

I also know many people who crush it on the radio.

Continued on Page 2 ...

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... COVER CONTINUED It’s very likely that the problem isn’t bad leads, but rather a conversion problem or economic problem on your end. (Economic problem = your ability/ willingness to spend the required money necessary to generate and convert a lead.) I ran into this issue years ago at The Newsletter Pro, and it was so frustrating. At the time, we were set up to get most of our business from referrals — either a referral partner or a direct referral from our customers. (Which reminds me — if you know someone who loves referrals, repeat business, and converting more of their warm leads to customers, you should refer them to us. You could win a brand-new Tesla! Go to TheNewsletterPro.com/tesla for full details.) The first time we started using Facebook for lead generation, it bombed. We generated 550 leads in 30 days but converted zero. These were quality leads, too. We had full contact info: name, address, phone number, etc. Many of these should have been good leads, but our system at the time was not set up to convert cold leads to warm leads and, finally, to actual customers. I burned $20K over a few months of this test, and we may have gained one customer — likely someone who already knew me or The Newsletter Pro. Think about your business right now. Are you set up for cold lead generation and conversion? Are you more of a referral-based company? Do you only work with referral partners? There isn’t a right or wrong answer here, but the answer to this question will tell you where you should be focusing your marketing efforts today and highlight areas you may want to work on or strengthen as your business grows. “I can’t stress enough how IMPORTANT it is for you to know how your company operates from a LEAD REGENERATION and CONVERSION standpoint .”

This misunderstanding regarding lead types your business is set up to capture effectively and convert

Ideally, you can get to the point of bringing in leads from three or four categories of leads, but right now, you should simply focus on whichever area you’re having success with and double down your marketing on that area. This will allow you to win more from what is already working. Once you’ve picked all the low hanging fruit in one of the above lead generation categories, you can gear up to learn and implement the next category that makes the most sense for your business model. I can’t stress enough how important it is for you to know how your company operates from a lead regeneration and conversion standpoint. Without being clear on this point, you will burn a ton of money and spend countless hours frustrated at your marketing/lead generation efforts. You’ll also continue to have “gurus” or marketing salespeople take advantage of

is causing waste and frustration. It is also costing you money and time, which damages your business.

Most businesses’ lead generation typically falls into one of four types. 1. WARM LEADS - This type of lead generation comes from referrals from existing customers or warm lead generation sources. 2. COLD LEADS - This type of lead generation is where you pay for media, like Facebook ads, and convert those cold leads into paying customers. generation where you get all or nearly all of your leads from a small number of partners who recommend you to their customers: for example, a chiropractor who gets all of his new patients from three personal injury lawyers. 4. BUNDLED CUSTOMERS - This is where you have a partner relationship that includes your services when a partner sells their services. Once you’re clear on how your business currently operates from a lead generation and conversion standpoint, you can review the different types of media and figure out what works for you. Can you see how focusing on media that brings in the wrong type of new leads could cause issues with converting those leads? 3. PARTNER LEADS - This is a type of lead

you, recommending tactics that simply won’t work for your company.

–Shaun

P.S. If you want help converting those leads to customers, getting more referrals in the new year, or lowering your churn, give us a call at 208-297-5700 or schedule an appointment at NewsletterPro.com/ schedule .

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THE BIG ENTREPRENEUR MISTAKE BUSINESS HOW-TO How Many Small-Business Owners Shoot Themselves in the Foot and What to Do to Avoid It

LACK OF EDUCATION

I’ve been spending a ton of time studying success. Why do some succeed when others fail? What makes the successful people different or special? I’m getting a clearer picture as I begin to see patterns on both sides. Of course, success has many definitions, but while I was studying, I was just looking at business success. It’s easy to have it all and lose everything. It is also easy to use family as an excuse for lack of success or hard work. Here are the patterns I’ve recognized that are often associated with a lack of success. Hopefully, you and I can identify areas where we need to improve so we can go into 2019 with our eyes wide-open to any pitfalls. LACK OF HARD WORK Too many people get a taste of success and then think they can just coast. The time to work even harder is when success is at your doorstep. When you start to get the success, you need to seize the day — you need to reinvest. An investment I made at The Newsletter Pro when it started to take off was ensuring we had enough business, so I had backup employees in as many departments as possible. That way, if someone went on vacation, quit, or called out sick, I wasn’t the person who needed to step into that role for the day, week, or month.

mistakes, I’ll always bet on myself, my work ethic, and my ability to out-think and out-market the competition. When you started your business, you bet on yourself, and you’ve won numerous times. Don’t stop betting on yourself, because you’re the one who got you to where you are now. NO CLEAR GOALS WITH PLANS Everyone needs goals, and those goals need a plan in order to be reached. Your business is no different. If you want to reduce churn, what’s the plan? If you want more referrals, how are you going to do that? Whatever your goals are now, you need a plan to reach them. TOO FOCUSED ON ‘THE NEW’ because they wanted to try something new. WHAT!? That is insanity. You don’t cancel good, steady, effective marketing in the hopes that something new will work. You don’t rob another budget to invest in marketing that may or may not work because the guy selling it to you is good. Please stop this madness. REFUSING TO ASK FOR HELP This is kind of like the stereotype of men not asking for directions when they are lost. It’s totally okay to ask for help. I know I ask my friends for help when I need it. Sometimes I just want a second set of eyes, and sometimes I simply don’t know the subject matter as well as friends and mentors do. The above eight points aren’t all-inclusive. I’m sure that, as I continue to study success, I’ll find more clues as to how the most successful people operate, but this is a good start. My question for you is this: Are you not in line with any of these points? Pick up to three points you’re not doing as well as you want to be and make a plan to improve them. Doing so will ultimately improve your chances to achieve massive success. This one is crazy. I’ve seen many entrepreneurs across many businesses stop a marketing program

It always amazes me when I meet a business owner who doesn’t read or study business at all. I’m always in a mastermind group, reading books, and/ or buying courses on business. Educating yourself is key to being a successful entrepreneur. TOO MANY PROJECTS Around this time of year, too many entrepreneurs try to personally take on too much work, and in turn, all of the projects suffer. NO PLAN FOR CUSTOMER CHURN This is massive. It is hard to get ahead when customers are leaving as fast or faster than you can bring them in. You have to work on relationship- building and customer success to reduce customer churn. FEAR Fear of loss, failure, or looking bad … Fear sucks and can paralyze any entrepreneur. The reality is that you’re going to fail. You’re going to make mistakes. It’s okay. We all do. I screw up all the time in business — but never personally. To be clear, I’m the perfect dad and husband. (I’m kidding, of course.) Even though I’m going to make

–Shaun

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CLIENT SUCCESS

MARKETING HOW-TO A SIMPLE PLAN TO MAKE MORE MONEY IN 2019

Last month, I was in a budget meeting when our client newsletter came up. Someone asked, “Does it really matter?” I had no intention to cancel the newsletter, because I’ve seen how effectively it has connected me to our clients, but the question caused me to stop and think. Before I started working with The Newsletter Pro, I produced my own newsletter from scratch. I love that I don’t have to think about that now. I can block out just 30 minutes of my time each month — most of the time I have no idea what I want to talk about — and somehow, in spending just half an hour talking with my writer, we have a topic. They bring content ideas to the table, and the team puts everything together for me — design, writing, editing, fulfillment, the works. I magically get an email letting me know that my newsletter is ready. All I have to do is approve it, and it gets me in front of the people I want to stay top of mind with. And The Newsletter Pro doesn’t just do newsletters. I came to them about a special project I had recently: I wanted to send out postcards for my firm’s anniversary, and it occurred to me that they might be able to help. Though I waited until the last minute to ask about the possibility, in less than two days, they had a design ready for me. They pulled it off quickly but with quality, and I love what they came up with. I was thinking about all this after my budget meeting. I love the newsletter and know that it works, but how could I convey that on a spreadsheet? Later that day, I got a call from a previous client, someone I had represented years ago. He found himself in need of an attorney once more, and one thing had prompted him to reach out to me. “I keep getting your newsletter,” he said. It was the primary connection he had to our firm. I’ve moved since he initially became my client, and though he could have looked us up on the internet, the newsletter was the only piece of marketing that kept us top of mind with him. Boom. Same-day proof of ROI about the newsletter. It was the reminder I needed, both about its effectiveness in retaining relationships and in keeping me top of mind with my clients. DOES IT REALLY MATTER?

The single easiest way to make more money in 2019 is to improve conversions of existing leads.

OUR BOOKSHELF

A Story of Redemption, Compassion, and a Mission to Bring Clean Water to the World’ Before he began his journey with charity: water, Scott Harrison lived his life as a nightclub promoter. Harrison was pursuing a career that many people dream about, but he found himself disparagingly depressed and sought a way to turn his life around. “Thirst: A Story of Redemption, Compassion, and a Mission to Bring Clean Water to the World,” serves as a biography and tale of Harrison’s endeavor to bring clean and accessible water to billions of people worldwide. Harrison’s inspirational story pulls the reader into the pages, making it nearly impossible to put it down. He recounts how charity: water came to fruition and how it has had an impact on his life. His charity, which started off with a small team located in a tiny Manhattan apartment, has now raised over $320 million to bring clean and safe water to people across the world, funding nearly 30,000 water projects in 26 countries. ‘THIRST:

– Meliha Perez Halpern Attorney at Law, Perez Halpern LLC

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Think about it: You have to spend money to acquire a lead. Once you have that lead, somewhere between 0–35 percent of those leads will buy. What if you simply knew your numbers and got more existing leads to convert into customers? Wouldn’t that be cheaper and easier than finding more lead sources you need to convert? For most companies, the cost of lead conversion is far less than the cost of generating a new lead, which is why this is a super easy way to make sure you crush it in 2019.

out. We track total bad leads to make sure we don’t have a lead-quality issue with any of our lead sources. Once we know our good lead and bad lead numbers, the other number we look at is total leads with unknown quality. This would be someone who was on a webinar and registered there but didn’t take our free offer that would have given us the full contact info we’d need to qualify the lead.

18 of your qualified leads (29 percent) become opportunities for your salespeople to get on a sales call. Of those opportunities, your salespeople convert six (33 percent) of those qualified opportunities and turn them into new customers.

These numbers aren’t bad, but they’re also not great.

LEADS TO OPPORTUNITIES

Let me ask you this, though: What if we could simply make a few small tweaks to these numbers and have a massive impact? If we worked hard and were able to make small improvements on the above numbers, would it be worth the time and effort? In this scenario, there are three easy tweaks that you could make to have an impact on total new sales. The number to work on is the number of qualified leads. We have 100 leads coming in, but only 63 are qualified. In this scenario, we could easily increase this number by 20 percent to total 75 qualified leads. The improvements could result from making more offers or adjusting lead sources. Either way, a

The next area to look at is leads to opportunities. If you have 100 quality leads and can’t get any of them to take a sales meeting, your leads aren’t doing you a ton of good.

To start, the first thing you need to do is get accurate numbers.

OPPORTUNITIES TO CUSTOMERS

I can’t tell you how important this is in your business, but it is especially important when it comes to sales. These are the numbers you’ll need to know — minimum.

The final number is how many qualified opportunities you have and how many of those convert to an appointment.

QUALIFIED LEADS

LET’S LOOK AT THESE NUMBERS IN ACTION.

We use total qualified leads as our primary number here at The Newsletter Pro. This number excludes bad leads. Step one is to understand what a good lead is for your company. For us at The Newsletter Pro, a bad lead is someone who doesn’t have a real business or is just starting

Let’s assume you generate 100 leads and are able to qualify 63 of them.

Now you have 63 qualified leads.

Continued on Page 6 ...

In his book, Harrison reveals what good intentions, passion, and effort can do, not just for one country or village, but for the whole world. Businesses have the ability to change the world, as Harrison proves through his passion and efforts. The book doesn’t force the reader to think or see in a particular way. Instead, his writing captivates the audience through the genuinely moving and inspirational nature of his story. Since it first started, charity: water has become widely known for being the most admired and well-trusted charity and nonprofit in the world. Readers who have heard of the charity can now experience the history of this nonprofit themselves. “Thirst” shows readers that one person can make a difference through enough determination and hard work.

Have You Heard the Good News?

Mark 12:33 — ”To love him with all your heart, with all your understanding and with all your strength, and to love your neighbor as yourself is more important than all burnt offerings and sacrifices.” John 3:16 — ”For God so loved the world that he gave his one and only Son, that whoever believes in him shall not perish but have eternal life.” 1 John 4:7-8 — ”Dear friends, let us love one another, for love comes from God. Everyone who loves has been born of God and knows God. Whoever does not love does not know God, because God is love.”

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MARKETING HOW-TO CONTINUED ...

20 percent jump isn’t a big ask based on the current conversion.

Take a second and think about the above info: A 50 percent increase in new customers is massive. From an investment standpoint, it costs a fraction of the money to improve your conversion numbers as opposed to figuring out how to generate 50 more leads, which is what would be required if you wanted to get the same increase in sales without first knowing your numbers and tweaking them.

Here’s my final question for you: Is it worth it? Of course, we won’t know until you run the numbers, but in my experience, few businesses are run well enough that they can’t find areas to improve in the above categories — and those tweaks will ultimately lead to bigger profits in 2019. –Shaun

The next goal will be to make a small improvement to our opportunity conversions. It wouldn’t take much effort to go from 29 percent conversion to 33 percent conversion. With the improvement in both the number of qualified leads and lead opportunities, we increase 18 opportunities to 25 total opportunities. If that was all we did, we’d be in good shape. But what if we could also improve our close rate? Of course, this is the most difficult number to improve, so let’s make the smallest tweak here. By improving your sales conversion number by just 2 percent, we’d go from six new sales per 100 leads to nine sales per 100 leads. Although we only made three small tweaks to our numbers, we actually increased total new customers by 50 percent!

RESOURCE OF THE MONTH

STAND OUT Let’s do a quick test. Think about the details from your favorite book. What was the weather like? What did the main character wear? How did they decorate their home? To compare, now try that with your favorite movie. Enter, Canva. Launched in 2012, Canva provides free design templates and customization options to help

Canva knows design might be like a foreign language to you, so it keeps its format and design hub simple and easy. Users start with a base for the kind of campaign they are hoping to create — such as a Facebook post or a website banner — and Canva’s creation space allows them to get crafty without fidgeting over what the specifics of the platform mean. Once you have the layout of your image complete, Canva allows you to share your creation straight to social media or receive printed versions. After six years, Canva is still looking for ways to provide their customers with a simple designing option. In 2018, Canva announced it was partnering with Dropbox to allow users an easier way to utilize their own photos. This gives users more customization options along with the detail- oriented selections provided by Canva. You don’t have to be a neuroscientist to figure this one out. If you want to be memorable, you need great — not just good — visuals for your business. See how Canva can help you be as memorable as your favorite movie. HOW CANVA HELPS YOU CREATE CAPTIVATING VISUALS

business owners, social media managers, marketers, and even your neighbors to create fun, informative, and engaging graphics to pull in viewers. Users can customize their own images or stock photos for a variety of digital and print platforms using detailed fonts, colors, and graphics.

There’s a good chance you remember more of the small details from your favorite movie, but that doesn’t mean you’re a movie buff and not a word nerd. It just means you’re better at processing cues the way all humans do: visually. Recent studies on how humans perceive visuals found that your brain fires more neurons when perceiving images than words. This increases your chance of remembering images. Unless you’re a neuroscientist, this might mean nothing to you until you consider the kinds of images you’re putting out to your customers and clients every day via social media, posters, fliers, and your website. You need visuals that are up to par with the images that stick in your customers’ brains the most, but when you’re not a designer, that can be overwhelming.

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Alissa Byrne Explains Her Desire to Keep Getting Better A PSYCHOTIC ATTENTION TO DETAIL IN THE SPOTLIGHT

What Alissa Byrne calls her “psychotic attention to detail” we like to call “irreplaceable talent.” Since 2016, Alissa has been using both a passion for design and the natural skills she got from her family of artists to create

those people who is never fully satisfied with their work and output, and that just helps to make me want to be better and do better,” Alissa says. A Midwestern transplant here at The Newsletter Pro’s headquarters in Boise, Idaho, Alissa is drawn to the sense of adventure living out west gives her. From what we’ve been told, she also had plenty of adventure while attending Purdue University back in Indiana — including meeting New Orleans Saints’ quarterback and Purdue alumnus Drew Brees. Though they only had a brief meeting at the checkout counter of the university’s store, Alissa says it was amazing! If you manage to catch Alissa around the office during a break, you may see her sneaking a peek at her dog, Nala, and her cat, Penny, with the new pet-monitoring camera she won at our annual Christmas Party. We don’t blame her for taking a quick design break; those are some lovable animals.

“Nala is 2 years old and is so sweet. She gets anxious with a lot of things but is also very intelligent. After getting the Furbo at the Christmas party, I have been spying on her every day, and it is the cutest thing to be able to see what they do while I’m not there,” Alissa says. “Penny is my cat, and she is a long-haired tabby. She is obsessed with sinks, and it is a surefire way to get her attention if you ever need it.”

We think what Alissa does every day at The Newsletter Pro is nothing short of spectacular, and we can’t thank her enough for pushing herself to continually offer great designs for her clients. (And for all those pictures of Nala and Penny!)

newsletters our clients and their

customers can’t peel their eyes away from.

A self-admitted avid competitor, Alissa now serves as our lead editorial designer, pulling from that internal desire to design the best she can each day. Alissa says her competitive drive pushes her to do better with each design. “I feel like I am one of

KEEP UP

With Our BEST POSTS

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How to Plan for the Slow Season NewsletterPro.com/slow-season

Life Isn’t Fair: A Concept for More Than Just 6-Year-Olds NewsletterPro.com/life-isnt-fair Start Tracking These Key Performance Indicators in Your Business Today! NewsletterPro.com/performance- indicators Mentorship: A Game Changer for Entrepreneurs NewsletterPro.com/game-changer

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BUSINESS PROFILE YOU CAN TEACH AN OLD DOG NEW TRICKS American Express Proves It Keeps UpWith the Youngest of Companies

Everyone is familiar with the old adage, “You can’t teach an old dog new tricks.” This expression was first recorded in 1523 in “The Book of Husbandry,” where it was used literally in hopes of helping 16th-century men run their farms more efficiently. Now the phrase is used to express the difficulty of teaching a new skill or behavior to someone who is set in their ways. Imagine trying to convince your grandpa to join you for a hot yoga class. Despite his best intentions, that’s probably the last activity your grandpa would want to participate in. Take this expression and apply it to the business world, and in many cases, you’ll notice a similar pattern. Companies that were founded in the mid- 1800s would openly balk at some of the strategies implemented by newer start-ups. The ones that renovated their business models to keep up with the railroad expansion are the ones that managed to stay afloat through the Great Depression. Today, they might laugh at the idea of offering their employees a napping room, paid fitness memberships, or access to a free kegerator. If a company has remained successful for nearly two centuries, why would it need to incorporate modern workplace perks to attract employees? While it would have been easy for them to embody this mindset, American Express continues to prove that a company built in 1850 can keep up with even the most contemporary of businesses in the 21st century. Ever since its humble beginnings as an express mail business based out of Buffalo, New York, American Express, started by Henry Wells, William G. Fargo, and John Warren Butterfield, has constantly innovated to maintain its position as one of the top 20 World’s Most Admired Businesses. One of the most laudable ways American Express both ensures employee longevity and earns respect from other businesses is through its commitment to an inclusive workplace. As a global company, American Express understands that its success relies on its employees being just as diverse as the customers and communities they serve. Through

their Global Diversity & Inclusion initiative, they channel their efforts to develop a pool of talented individuals with unique backgrounds, perspectives, and experiences. American Express predicates this initiative on fostering a workplace where differences can be expressed freely. They know that employees won’t feel confident taking risks or collaborating with others if they don’t feel supported in their personal and team growth. What’s particularly respectable about American Express’ diversity and inclusivity initiative is that their intention to enrich the lives of their employees is achieved through authentic and pragmatic means, as reflected by their numbers: Women comprise over 50 percent of their global workforce and more than 30 percent of senior executives. The company has scored 100 percent on the U.S. Human Rights Campaign index annually since 2004. • •

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They contributed to seven research studies with the Center for Talent Innovation, focusing on how to advance women in the workplace.

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They offer 20 weeks of paid parental leave at 100 percent of base salary for new moms and dads.

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They offer 40 backup child care days to help new parents transition back to work.

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And employees who adopt or use a surrogate can be reimbursed up to $35,000.

With benefits like these, it’s no wonder American Express has made the list of Great Places to Work, with nearly all of its employees claiming that they are proud to tell others where they work. In a world where minority’s and women’s rights tend to be polarizing topics, the idea of spending thousands of company dollars to not only start a diversity and inclusivity initiative but also to continue to better the experience for existing employees is inspiring — especially when you consider the lingering historical influence American Express has had since the 1850s. Their adaptability, forward-thinking attitude, and genuine concern for their employees’ contentedness exemplifies their ability to keep up with the times and prove that old dogs really can learn new tricks.

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3 Executive Employee Networks support black, Hispanic, and female executive leaders.

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They offer a $500 Welcome Back Benefit for veterans returning home from overseas duty.

In addition to making a commitment to diversify their workforce, American Express’ exemplary treatment of their existing employees is nearly unmatched:

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