Wednesday, February 10, 2010
Is it just me, or do a lot of small business people have an email address that does nothing for their personal or corporate brand because it doesn’t identify them. For instance, email@example.com does nothing for my brand other than to say that I am not professional. Many who use email addresses like this, do so (so they say) for privacy.
I ask you - “What are you afraid of?” Is it fear of being taken seriously? Do you really want to look as though, this business thing of your may not last, so why identify yourself correctly? It can’t be a cost saving measure as email accounts are pretty cheap.
The only rational I can think of for having an email address that is generic is for personal use web browsing. But honestly,
I think you should take every opportunity to push your personal and corporate brand. When ever I see this kind of email address, I immediately question my relationship with this person no matter how small.
What else is the small business owner short-changing themselves on? I was at a business expo a few weeks ago and remarked to an exhibitor that their display had the logo in three separate configurations. The booth back panel had the logo widely kerned (extra spaces between the letters), one on the T-shirts that they were wearing and another completely different looking image on their Power Point presentation. The only explanation given, was that they used three separate suppliers. This firm should have brand image regulations in place to be sure that their brand logo is consistent in every instance.
A pet peeve of mine, is as a viewer of the hit Canadian television show “The Dragon’s Den” and it’s sister show in the States “Shark Tank” - many of the inventers go in front of the camera with no website proudly emblazoned across their chests. Even if they have no hope in hell of getting any of the venture capitalists to invest in them they at the very least get to advertise their brands to a national audience for free. It just irritates me how many miss this simple opportunity.
When you do any Power Point presentations, do you put your logo on every page? You should. Don’t let them forget who is speaking to them.
I believe the little things can sometimes give you the best exposure. One business person asked if I was satisfied that 100% of my html emails are not opened? (my open rate is typically from 13 - 20%) I remarked that I was satisfied if they see my name in the subject line. That gives exposure to my name. That is why my subject line is set up that way. I’m not naive enough to think that
everyone will open my email. But everyone will at least see my name right away - that I can depend on.
Small potatoes? Perhaps, but a big deal in my eyes. Don’t let any opportunity to deliver yourself pass you by - no matter how small.