Shotcallers #54 by Motivation & Success Publishing

Using Video To Promote Your Small Business - Page 3

How To Up Your Game on Customer Service - Page 7

Summer Promotion Ideas for Your Small Business - Page 12

Is Your Marketing Working? Key Indicators to Watch - Page 16

Grow Your Small Business by Partnering with Other Local Businesses - Page 21

Business: An Exercise in Collaboration, Not Competition - Page 25

What Promotional Products Do Your Employees and Customers Want? - Page 30

Are You a Good Boss? 15 Habits of Successful Leaders - Page 34

Cyber-Security Report: Attacks on Small Business Websites - Page 38

Young Professionals Groups – The Benefits of Participation for Businesses - Page 42

Using Video To Promote Your Small Business

Let’s face it—scrolling is the new window shopping. If you’re a small business owner trying to make a splash in today’s digital marketplace, video content isn’t just a “nice to have”— it’s a non-negotiable. The way consumers engage with brands has evolved dramatically, and video now reigns supreme in capturing attention, delivering value, and driving conversions. In fact, 91% of businesses use video as a marketing tool in 2024, according to Wyzowl. Why? Because it works.

Why Video? Because We’re All Visual Creatures

Ever noticed how a product video can grab your attention more than a paragraph of text ever could? That’s not a coincidence. Our brains process visuals 60,000 times faster than text. People remember 95% of a message when it’s watched versus only 10% when it’s read. That’s a statistic worth paying attention to. In a world overflowing with content, video slices through the noise like a hot knife through butter.

Storytelling in Motion

Think of video as your brand’s personal storyteller. A well-crafted video isn’t just a flashy piece of content—it’s your voice, your vision, and your value proposition brought to life. It lets people feel the vibe of your shop, meet your team, see your products in action, and understand your mission—all in under two minutes. And let’s be honest: that kind of connection is priceless.

The Emotional Connection is Real

Small businesses have heart, and video is the perfect medium to showcase it. Whether it’s behind-thescenes footage, customer

testimonials, or day-inthe-life clips, video brings authenticity front and center. People love buying from people—not faceless corporations. When your audience sees your passion, your process, and your people, it builds trust. And trust? That’s what converts browsers into buyers.

Make It Short and Sweet— or Long and Valuable

One of the best things about video is its flexibility. You can create bite-sized clips for social media or long-form tutorials for YouTube. Both are effective in their own way. Instagram Reels and TikToks grab fast attention, while YouTube how-to videos or product demos help nurture leads over time. The key is choosing the right format for your message and your audience.

Video is SEO Gold

Here’s something that might surprise you: video can dramatically boost your visibility on search engines. Google loves video content, especially when it’s embedded on your website or uploaded to YouTube (which, by the way, Google owns). Including video on a landing page can increase conversion rates by up to 80%. Plus, videos tend to increase the time visitors spend on your site, which

can improve your rankings.

Social Platforms Prioritize Video

Let’s talk algorithms. Facebook, Instagram, LinkedIn, TikTok—they all favor video content. That means your organic reach gets a nice little boost when you post videos versus static images or plain text. In fact, Facebook users watch over 100 million hours of video every day, and Instagram Reels are quickly becoming one of the most effective ways to gain exposure. Translation: if you’re not using video, you’re missing out.

Video Humanizes Your Brand

Behind every small business is a dream, a story, and a real person. Video is your chance to show that off. Introduce yourself. Share why you started your business. Let your customers see your workspace. When people feel like they know you, they’re more likely to support you—and to tell their friends about you, too.

Easy to Share, Hard to Ignore

Videos are made for sharing. Whether it’s a funny blooper reel, a heartwarming customer story, or a quick tip, people love sharing

content that resonates. And when they do, your reach grows exponentially— without spending a dime on ads. Think of it as digital word-of-mouth marketing. Powerful, right?

Testimonials That Talk

Written testimonials are great, but video testimonials are even better. Seeing real customers speak about their experience adds a layer of credibility that text just can’t match. It’s social proof in HD. Don’t be afraid to ask loyal customers to hop on camera for a minute. Keep it casual, authentic, and unscripted—it’ll go a long way.

Show, Don’t Just Tell

If you sell a product, show it in action. If you offer a service, walk viewers through what it looks like to work with you. Demonstrations help eliminate hesitation and reduce the number of questions potential customers have before buying. Think about it:

would you rather read about a new gadget or see it in motion?

Production Doesn’t Have to Break the Bank

One of the biggest myths about video marketing is that it’s expensive. Sure, highend productions have their place, but today’s smartphones shoot in 4K, and apps like CapCut and InShot make editing a breeze. For most small businesses, a mix of polished and off-the-cuff content creates the perfect balance of professionalism and authenticity.

Live Video Builds RealTime Relationships

Don’t sleep on live streaming. Platforms like Instagram Live, Facebook Live, and YouTube Live offer opportunities to connect with your audience in real time. Whether you’re showcasing a new product, answering questions, or taking viewers on a tour of your space, live video makes people feel like they’re right there with you. It’s unfiltered, immediate, and incredibly engaging.

Repurpose and Multiply

Here’s a tip that’ll save you time and boost your

content game: repurpose your videos. That 2-minute clip for YouTube? Cut it into 15-second reels. Use screenshots for Instagram carousels. Turn spoken content into blog posts or email campaigns. One good video can turn into a whole week’s worth of content across platforms.

Let Data Guide You

Once your video’s out in the wild, keep an eye on how it performs. Look at views, watch time, shares, and comments. Pay attention to what your audience responds to—and then do more of it. Video marketing is as much about learning as it is about creating. The more you experiment and refine, the stronger your video strategy becomes.

Press Play on Growth

Video marketing is no longer just a trend—it’s a core strategy for small business success. It educates, entertains, and builds trust in a way that no other medium can. Whether you’re a coffee shop owner, a handmade jewelry maker, or a local service provider, video can help you tell your story, attract new customers, and grow your brand. So what are you waiting for? Lights, camera, action—your audience is ready to watch.

How To Up Your Game on Customer Service

Let’s be real—customers today have more choices than ever. If a business drops the ball on service, there’s a competitor just a click away waiting to scoop up the sale. But here’s the good news: customer service isn’t just a support function anymore—it’s a secret weapon. When done right, it turns one-time buyers into raving fans and casual browsers into lifelong advocates. So how do we up our game and create customer

service experiences that truly stand out? Let’s break it down.

1. Understand That Customer Service Is Everyone’s Job

Gone are the days when only front desk staff or call center reps handled customer interactions. Today, every team member, from marketing to operations, plays a

role in the customer experience. Whether it’s responding to an Instagram comment, fulfilling an order, or following up post-purchase—every touchpoint matters. Businesses that thrive treat customer service as a company-wide mindset, not just a department.

2. Personalization Is the New Standard

Customers don’t want to feel like ticket numbers. They want to be seen, heard, and understood. Using names in communication, remembering past purchases, and tailoring recommendations make all the difference. According to McKinsey, 71% of consumers expect personalized interactions—and 76% get frustrated when they don’t get them. So yes, personalization isn’t just nice—it’s expected.

3. Speed Still Wins

Let’s talk about speed. We live in a world where people expect replies faster than ever. A quick response can defuse tension, save a sale, or turn a negative experience into a positive one. Whether through live chat, email, or social DMs, the quicker a business responds, the more valued the customer feels. Just don’t sacrifice quality for

4. Empower Your Team to Make Decisions

Nothing frustrates customers more than hearing, “I’m not authorized to help with that.” Empowering your team with the tools and trust to solve problems on the spot boosts satisfaction and reduces friction. It also builds morale—employees who feel trusted are more engaged and take greater ownership of the customer experience.

5. Go Beyond the Script

Scripts can be helpful, especially for consistency. But the best service feels human. Encourage your team to listen actively, show empathy, and adapt their responses based on the situation. A little humor, a touch of honesty, and a willingness to bend the rules when it makes sense can turn a forgettable exchange into a memorable one.

6. Make Feedback a TwoWay Street

We all ask for feedback, but do we actually use it? Customers notice when their input leads to real change. Whether it’s updating policies, improving your website, or refining a product feature—close the

loop and let them know they were heard. It’s one of the easiest ways to show customers they matter.

7. Train Constantly (Not Just During Onboarding)

Customer service is like a muscle—it gets stronger with consistent training. Ongoing workshops, roleplaying exercises, and scenario-based learning can sharpen soft skills and keep your team ready for whatever comes their way. Plus, regular training helps everyone stay aligned with the company’s values and evolving customer expectations.

8. Use Technology, But Don’t Lose the Human Touch

Chatbots, help desks, CRMs—they’re fantastic tools. But they’re not replacements for real conversations. Use tech to streamline processes and handle routine inquiries, freeing your human team to focus on complex, emotional, or high-stakes interactions. Balance is key. The best service combines

with sincere connection.

9. Surprise and Delight Still Works

When was the last time a brand surprised you—in a good way? Small gestures like handwritten thankyou notes, unexpected discounts, or next-level packaging can create powerful emotional connections. These moments don’t have to cost much, but they do require intentionality. They show that you care more than the bare minimum.

10. Anticipate Needs Before They’re Voiced

The most impressive service often happens before a customer asks. If someone’s purchase is delayed, reach out first. If they’re navigating a tricky process, offer help proactively. This kind of forward-thinking creates a sense of trust and safety. It shows that the brand is not only reactive—but truly attentive.

11. Turn Mistakes Into Opportunities

Let’s be honest—things go wrong. Packages get lost. Emails get missed. Orders get mixed up. What matters most is how businesses handle those moments. When handled with grace,

humility, and a genuine desire to make it right, a service failure can actually build more loyalty than if everything went perfectly.

12. Measure What Actually Matters

Metrics like response time and resolution rate are useful—but don’t stop there. Look at customer satisfaction (CSAT), Net Promoter Score (NPS), and qualitative feedback. These insights dig deeper into how people feel about your brand, and they can reveal patterns that purely operational metrics miss.

13. Elevate Internal Communication

A customer’s experience is only as smooth as the handoff behind the scenes. That’s why seamless communication between departments is critical. If sales promises one thing and support delivers another, friction is inevitable. Clear internal systems, shared notes, and unified platforms keep everyone aligned and prevent the dreaded “I already explained this to someone else” moment.

14. Create a Culture of Service

Culture is the foundation of standout service. It’s not

just about what happens externally—it’s about how the team treats each other internally. When employees feel respected, supported, and heard, that energy translates directly into how they treat customers. Happy teams create happy clients. It’s that simple.

15. Celebrate Wins and Learn from Losses

Customer service excellence doesn’t happen by accident—it’s built through feedback, reflection, and constant evolution. Celebrate the team’s wins, share positive reviews, and acknowledge the moments that make a difference. At the same time, review what didn’t go well and turn those lessons into fuel for growth.

Upping your customer service game isn’t about adding bells and whistles— it’s about going back to the heart of business: people. It’s about meeting needs, building trust, and creating moments that matter. In a crowded marketplace, service is the differentiator that keeps people coming back. And when we treat customers not as transactions, but as relationships worth nurturing, we don’t just make sales—we make a lasting impact.

Summer Promotion Ideas for Your Small Business

When the days grow longer and the sun starts to shine a little brighter, it’s not just your customers heading to the beach—your sales strategy should be heating up too. Summer is the perfect time for small businesses to tap into a season brimming with energy, events, and opportunities to connect. But how do you stand out when everyone else is shouting “summer sale”? Let’s dive into some fresh, creative, and totally doable promotion ideas that

can bring a wave of new business your way.

Create a Limited-Time Summer Product or Service

Limited-time offerings create urgency. It’s human nature—we want what we might soon lose. Introduce a summer-exclusive product or service that adds a seasonal twist to your usual offerings. For example, a café might offer a tropical smoothie menu, or a spa could debut a “sun-kissed

glow” facial. Make it clear that this is only available through August, and watch your audience flock to try it before it’s gone.

Host a Themed Summer Event

Summer is all about experiences. Why not host an outdoor pop-up, sidewalk sale, or customer appreciation BBQ? Whether it’s a parking lot party with food trucks or a summer sip-and-shop, giving people a reason to visit your

location—and linger—is a powerful way to build community and drive foot traffic. Don’t forget to create a Facebook event, post sneak peeks on Instagram Stories, and promote via email to maximize attendance.

Launch a Social Media Giveaway

Giveaways are like ice cream on a hot day—everyone wants in. Set up a fun, summer-themed contest on Instagram or Facebook. For instance, “Tag a friend you’d take on a beach day and win a summer gift bundle!” Prizes could include your products, gift cards, or even collaborations with other local businesses. It’s a low-cost way to increase engagement, grow your following, and boost brand awareness.

Celebrate Unofficial Summer Holidays

Yes, you know about the Fourth of July. But what about National Ice Cream Day, International Friendship Day, or National Hammock Day? These quirky observances are gold for content and promotions. Tailor discounts or flash sales around these “holidays,” and use them as hooks to connect with your audience in fun, lighthearted ways. It’s

unexpected, and that’s the point.

Offer a Summer Loyalty Program

Loyalty programs aren’t just for coffee chains. Consider launching a summer-only punch card or rewards tracker. “Buy 4, Get Your 5th Free” style offers incentivize repeat visits during the slower months. Sweeten the deal with a bonus reward for those who complete the full program by summer’s end—think free merch, a bigger discount, or a VIP experience.

Go Big on Outdoor Advertising

season. Offer a discount based on the temperature. “It’s 91°? Take 9.1% off today!” It’s a clever way to make your promotions feel fresh every day—and gives people a reason to check in often. This works especially well for retail, cafes, and fitness studios.

Collaborate with Other Local Businesses

If your business is local, remember that summer means more foot traffic and more eyes on the streets. That’s your chance to shine—literally. Invest in sidewalk signs, window clings, banners, or even branded beach umbrellas. Bright colors, playful messaging, and QR codes that lead to summer deals can make passersby pause—and pop in.

Create a ‘Hot Weather’ Discount Structure

This one’s fun and ties your business directly to the

Summer is all about coming together. Partnering with nearby businesses for co-promotions, bundled giveaways, or shared events can extend your reach without doubling your marketing budget. For example, a boutique and a smoothie shop could create a “Shop & Sip Saturday” where customers get a discount at one when they shop at the other. Community-driven marketing is always a win.

Inspire with Summer Content Marketing

Don’t underestimate the

power of storytelling. Share summer tips, how-to guides, behind-the-scenes videos, or seasonal product spotlights across your blog, email newsletters, and social media. Make it visual. Show your products “in the wild”—being used at picnics, poolside, or on vacation. Content marketing is about building connection, and summer is ripe with inspiration.

Offer “Beat the Heat” Flash Sales

There’s something irresistible about a surprise deal. Plan spontaneous flash sales tied to the weather or a social media milestone. Use playful language like, “It’s too hot to think, so here’s 20% off everything until sunset!” This kind of reactive, real-time marketing feels alive—and builds brand personality.

Add a Charitable Angle

Summer often sparks community spirit. Run a promotion that supports a local cause or charity. For

every sale, donate a portion to a local food bank, animal shelter, or school supply drive. This adds heart to your marketing and gives your audience a deeper reason to support your business beyond just scoring a deal.

Start a Summer Referral Challenge

Word-of-mouth is still king. Encourage your current customers to refer friends with a limited-time summer referral program. Offer a reward for every successful referral, and turn it into a challenge—whoever refers the most wins a bigger prize. Not only will you expand your reach, but you’ll also strengthen your customer relationships.

Promote Staycation Packages or Bundles

Not everyone travels during the summer. Offer your customers the chance to bring the vacation to them. Curate themed bundles or experiences they can enjoy at home—a “Backyard Spa Kit,” “Grill Master Gift Set,” or “Cozy Up Indoors” reading package. It’s all about helping people make the most of summer where they are.

Leverage Email Marketing for Summer Series

Email remains one of the most cost-effective

marketing tools. Launch a seasonal campaign series— like “12 Days of Summer Deals” or a weekly “Hot Pick of the Week.” Add personal touches and keep the tone casual and friendly. Tease what’s coming next to keep readers opening your emails week after week.

Don’t Forget the FollowUp

After your summer promotions end, don’t go silent. Send thank-you emails, ask for reviews, and follow up with post-event content or photos. This is your chance to continue the conversation, nurture those leads, and turn seasonal shoppers into year-round loyalists.

Summer is a golden opportunity to try something new, make a splash, and strengthen your relationship with your customers. Whether you’re a boutique, a salon, a coffee shop, or a local service provider, the season is full of creative ways to boost business. You don’t need a massive budget—just a little sunshine, a dash of creativity, and a plan to make the most of every warm and wonderful day. So grab your iced coffee, brainstorm with your team, and let’s make this summer your brightest one yet.

Is Your Marketing Working?

Key Indicators to Watch

Marketing channels are constantly evolving and consumer behaviors shift like the wind, it’s natural to wonder: Is our marketing actually working? For many business owners, marketers, and managers, the question often lingers without a clear answer. Campaigns get launched, budgets get spent, and social posts go live—but what happens next? Do those efforts translate into real, measurable results?

Here’s the truth: successful marketing isn’t about doing more. It’s about doing what works—and knowing what to measure is half the battle.

1. Start With Clear, Trackable Goals

Before diving into metrics, we need to take a step back. Are there specific goals in place? Is the team working toward brand awareness, lead generation, customer retention, or direct sales? Marketing without a goal is like driving without a destination. Set SMART goals—specific, measurable, achievable, relevant, and time-bound. These become your North Star when determining success.

2. Website Traffic Tells a Story

Your website is your digital storefront, and its traffic

data can reveal a lot. A spike in visits after a campaign launch is a good sign your message is reaching people. But don’t stop there—look deeper. Are visitors staying? Are they clicking? Are they converting? Tools like Google Analytics can show how people are finding you, how long they stay, and what content keeps them engaged.

3. Conversion Rates Show True Effectiveness

Getting attention is great— but getting action is better. Whether it’s a purchase, a contact form submission, or an email sign-up, conversion rates tell us if marketing is pushing people to take the next step. A pretty ad that doesn’t convert is just noise. But even a simple landing page with a strong offer can outperform a full campaign if it’s focused on conversion.

4. Cost Per Lead (CPL) and Customer Acquisition Cost (CAC)

Let’s talk dollars. How much does it cost to get a lead or make a sale? If your CPL is climbing while lead quality drops, something’s off. If your CAC is higher than a customer’s lifetime value, your strategy needs rethinking. These numbers help assess whether your marketing is sustainable—or draining your bottom line.

5. Lead Quality Over Quantity

Lots of leads look great on paper, but if they’re not converting, they’re just clutter. Evaluate the quality of the leads coming from your channels. Are they in your target audience? Are they engaging with followup content? Marketing that attracts the wrong people is like fishing in the wrong pond. It wastes resources and frustrates your sales team.

6. Engagement Metrics on Social Media

Likes and follows are vanity metrics unless they’re paired with meaningful engagement. Are people sharing your content? Commenting thoughtfully? Clicking through to your site? High engagement signals that your message resonates, while low interaction suggests your content may need a refresh. It’s not about going viral— it’s about building a real connection.

7. Email Open and Click Rates

Email remains a top performer when done right. If open rates are low, your subject lines may need work—or you’re emailing the wrong audience. If clickthrough rates are lagging,

maybe your calls-to-action aren’t clear. Every metric in an email campaign is a feedback loop: a chance to tweak, improve, and optimize.

8. Return on Investment (ROI)

Perhaps the most important metric of all: are you making more money than you’re spending? ROI helps determine whether marketing campaigns are profitable. If a campaign costs $2,000 and brings in $10,000, you’ve got a winning formula. If it’s barely breaking even, it’s time to reevaluate. Smart businesses track ROI across every channel to see where their money works hardest.

9. Brand Awareness and Share of Voice

Not all success is immediate. Some marketing works behind the scenes—

building recognition, trust, and familiarity. Tools like brand mention trackers or social listening platforms can help assess your share of voice in your industry. Are more people talking about

you? Are you being quoted or tagged in content? This silent momentum often fuels future growth.

10. Customer Retention and Repeat Business

Good marketing doesn’t just attract—it keeps people coming back. If your retention rate is low, it could signal a disconnect between your marketing promises and the customer experience. Email campaigns, loyalty programs, and postpurchase content can all help reinforce your value and deepen brand loyalty.

11. Customer Feedback and Reviews

Want to know if your marketing is hitting the right notes? Listen to your customers. Reviews, surveys, and social media comments can reveal how people perceive your brand. Do they mention seeing your ads? Are they referencing your messaging? What words are they using?

Sometimes the most valuable data doesn’t come from a dashboard—it comes straight from the source.

12. Traffic Sources and Attribution

Understanding where your traffic is coming from is critical. Are your ads generating interest, or is most of your traffic organic? What channels are closing the deal? Attribution models help you see which touchpoints actually influence decisions. It’s rarely just one ad or one click—it’s the whole journey. Knowing that path helps you optimize it.

13. Funnel Performance

Is your funnel working from top to bottom?

From the first impression to the final sale, every step in the customer journey must be smooth and purposeful. High drop-off rates in the middle of the funnel could signal confusion, lack of trust, or irrelevant content. Monitoring each stage helps identify where prospects are falling off—and how to bring them back.

14. A/B Testing Results

Marketing is part science, part art. A/B testing lets us refine both. Whether it’s email subject lines, landing page headlines, or ad creatives, small changes can produce big results. Use split testing to continuously improve performance. It’s one of the simplest ways to fine-tune messaging and figure out what truly resonates with your audience.

15. Internal Alignment and Clarity

Finally, a marketing strategy

only works when everyone’s rowing in the same direction. Are your sales, marketing, and leadership teams aligned on goals and messaging? Are they using the same language to talk about your offerings? Misalignment internally often shows up as confusion externally—and that can tank even the most creative campaigns.

So, is your marketing working? If you’re not sure, it’s time to dig into the numbers, examine the journey, and listen to the signals your audience is

sending. When we track the right indicators—those that go beyond vanity metrics and get to the heart of performance—we gain the insight needed to refine, refocus, and reignite our efforts.

Great marketing doesn’t happen by accident. It’s built on data, driven by strategy, and refined through constant learning. With the right tools and mindset, we can make sure every dollar and every message is moving the needle.

Grow Your Small Business by Partnering with Other Local Businesses

In the ever-evolving landscape of entrepreneurship, the power of community often goes overlooked. Many small business owners pour their energy into perfecting products, refining services, or boosting social media presence—but what if one of the most effective growth strategies was right next door? Partnering with other

local businesses isn’t just a feel-good move; it’s a smart, scalable, and sustainable way to expand your reach, deepen customer loyalty, and spark new opportunities.

The Power of Local Collaboration

Think of your business like a tree. You’ve planted your

roots, watered them daily, and you’re growing steadily. But a tree doesn’t thrive in isolation—it’s part of an ecosystem. Similarly, small businesses grow stronger when they’re part of a connected community. By aligning with other local brands, you gain access to shared audiences, resources, and ideas. These partnerships open doors

you didn’t even know were there.

Why Go Local?

There’s something uniquely compelling about local business partnerships. According to a 2024 Small Business Trends Report by Guidant Financial, 85% of consumers say they’re more likely to support a local brand when they see it supporting other local brands. That’s a powerful endorsement. Not only are you expanding your market reach, but you’re also building credibility simply by association.

Collaboration Over Competition

It might seem counterintuitive to partner with businesses in a similar space, but collaboration often trumps competition. A bakery teaming up with a local coffee shop? A yoga studio working with a wellness boutique? These alliances offer value to customers and position your brand as a communityminded business. It’s less about market share and more about mutual elevation.

Types of Local Business Partnerships That Work

Let’s get practical. What do these partnerships look like

in action?

1. Co-hosted Events–

Whether it’s a sip-and-shop, a holiday pop-up, or a sidewalk sale, joint events generate buzz and foot traffic. Plus, you split the workload and costs.

2. Shared Promotions:

Offer bundled discounts or “shop local” punch cards that incentivize customers to visit multiple partner locations.

3. Cross-Marketing:

Feature each other in newsletters, social media, or even physical signage. This builds brand awareness without needing a massive ad budget.

4. Referral Networks: Establish a system where you refer clients to each other based on complementary services. Think hair salons referring clients to local boutiques or realtors working with home staging businesses.

Storytelling That Sticks

When you partner with another local brand, you’re not just trading logos— you’re combining stories. And people love stories. A local florist teaming up with a home décor shop could run a “Weekend of Beauty” campaign that tells the story of how their products complement each other in

creating welcoming spaces. These kinds of narratives are highly shareable and help humanize both brands.

Sharing Resources, Not Just Customers

It’s not all about who walks through the door. Some of the best partnerships come from behind the scenes. Consider sharing vendor contacts, splitting shipping costs, or even co-investing in marketing tools. This helps reduce operational costs and fosters a real sense of camaraderie.

Building Brand Trust Through Association

Let’s be honest—brand trust is currency in today’s economy. When customers see you aligned with other respected local names, your credibility gets a natural boost. You become part of a trusted network, and that trust often translates into repeat business and referrals.

Digital Crossovers That Drive Engagement

Don’t underestimate the digital potential of local partnerships. Running an Instagram giveaway together, tagging each other’s posts, or collaborating on a blog series are all low-cost, highreturn ways to capture new eyeballs. You tap into

each other’s audiences and double your exposure without doubling your efforts.

Local Business Partnerships Build Community Roots

Supporting one another goes beyond profits. It reinforces the very foundation of your local economy. According to American Express’s 2023 Shop Small® study, for every dollar spent at a small business, approximately 67 cents stays in the local community. Partnering up strengthens those numbers and creates a ripple effect that benefits everyone.

Overcoming the Barriers

Yes, collaboration takes time. It requires clear communication, trust, and shared vision. But the payoff? Worth it. Start with a coffee meeting, a brainstorming session, or a low-stakes promotion. Keep expectations transparent, put agreements in writing, and align your goals from the get-go. Baby steps build lasting bridges.

Success Stories to Inspire

Take the example of a small bookstore that partnered with a nearby bakery to offer a “Books and Bites”

special. Customers received a discount on coffee and pastries with any book purchase, and vice versa. Foot traffic increased for both businesses, and the partnership blossomed into a quarterly event. Or consider a landscaping company that teamed up with a real estate agency to offer curb appeal packages—helping homes sell faster and more profitably.

Tap Into Local Chambers and Networking Groups

Local chambers of commerce and small business associations are goldmines for partnership opportunities. Attend mixers, sign up for business directories, or join neighborhood social media groups. You never know when a conversation over coffee will turn into your next big opportunity.

Be Consistent, Not Just Convenient

The key to a fruitful partnership is consistency. Don’t just team up once and disappear. Look for ways

to keep the momentum going—seasonal collaborations, shared content calendars, or even co-branded products can keep your alliance fresh and relevant.

Measure and Adapt

Just like any marketing initiative, track your efforts. Monitor sales spikes, web traffic, and customer feedback to understand what’s working. Use this data to tweak future collaborations and identify which types of partnerships bring in the most value.

Stronger Together

Growing a small business is never a solo act. It’s a community symphony, and when we tune into each other’s rhythms, incredible things happen. By partnering with other local businesses, you’re not just building profits—you’re building legacy, loyalty, and local love. So take that first step, send that email, and spark a partnership that could shape the future of your business.

Because in a world that often celebrates the big guys, small businesses have one huge advantage: heart. And when we bring our hearts together, the possibilities are endless.

Business: An Exercise in Collaboration, Not Competition

David Meltzer is an accomplished Juris Doctor and business owner. He offers free trainings and TV shows for business owners to learn and grow their craft. Today, David shared valuable insight on the importance of collaboration in business and reminded us that there is enough money circulating for every business to get their share.

Dennis Postema: What does your doctorate mean to you?

David Meltzer: I recently earned my Juris Doctor degree in law. It’s a blessing. In my younger years, I would never have been able to achieve these goals.

I’m thankful that I was able to share my journey with my loved ones, like my mother. I’m proud to say I have a doctorate.

I think it represents the importance of the parentchild relationship. We fulfill expectations of the ignorant arrogance that exists within people who love us. I warn people that taking advice from loved ones is dangerous because they’re more afraid for us than they are for themselves, so they give advice out of fear, which is not a good place to offer advice from.

Over the years, I’ve learned to balance humility with pride, which requires a great deal of understanding of how pride can affect us, positively and negatively. I do not diminish the acknowledgement and respect I earned through investing in my legal Juris Doctor degree. I am proud to be an acknowledged doctor, a Juris Doctor, and, most importantly, a true failure.

Dennis: How have you built your brand?

David: I focused on creating a community. It’s a different philosophy. I could make a video about Dr. Jay and get 4 million views—but when you’re looking at these massive numbers, you need to zoom in and look at hypercomplex things.

On LinkedIn, I might make a post that gets 40,000 views and 400 comments, and I know the people resonating with my posts are people in my community. They’re aligned with the mission I live by, which is to empower others to empower others.

Be prepared to give your brand your all. When you jump into a 5:30 a.m. interview after landing in the city at 1:00 a.m., you’re showing people that you’re willing to do whatever it takes to be successful. They can tell you just woke up

from a brief sleep. You don’t have makeup on. You’re not polished. Your hair is messy. You’re wearing a T-shirt. Those are the people I want building my brand because they won’t let anything get in the way of their success.

Dennis: What advice do you have for someone starting out as an entrepreneur?

David: Be committed. This man I coached, Craig, wanted to do a show with me. I told him, “I will commit to doing this every Saturday. That’s how much you mean to me. I will commit to you. But if you miss one week, it’s over.”

I wanted to teach him a greater lesson because I knew he had potential: If you don’t make a nonnegotiable, you will not be successful in business. Together, we’ve made over 200 episodes of that show. We’ve been at it for years. Craig and I recorded an episode on his wedding day. Commitment to consistency is the key.

I tell my kids, “I’ll pay for your postsecondary education, but if I could get you to knock on a hundred doors a day, seven days a week, for one year, that would be the greatest educational gift I could give you.”

If you’re a parent, inspire them to make the choice to knock on a hundred doors a day for a year to sell or give something away. Don’t make them do it. Let them show you their determination. It’ll be the best investment you make in your child.

Dennis: What are you working on right now?

David: Building a community of people who want to help each other by buying from each other and selling for each other.

I drafted an overlap agreement that acts as a modern-day handshake for this purpose. It’s a memorialization that says, “I want to help you, I know you want to help me, here are our goals.” It depends on the time, emotion and value being extended, but when two people have good intentions to help each other, having a document for accountability is great.

I created a networking group so business owners can find the momentum, collaboration and coordination they need to flourish. This group fosters the creation of overlap agreements between entrepreneurs, and it gives them the opportunity to learn via free TV shows, masterminds and more.

But this group needed to be curated. I offer free trainings every Friday, along with other no-cost resources to entrepreneurs. I created this group for the most dedicated people, so I charge $497 a year for membership. If you can’t afford it, you’re not ready for it—focus on my free content until you are there.

The membership comes with a guaranteed refund if you’re not completely aligned with what we do. There’s nothing to lose. If you don’t believe in the group, or in yourself, then you don’t belong there. We have thousands of business owners in this group, connecting and learning and building their brands. It’s so abundant.

Dennis: How important is collaboration in the business world?

David: When you shift the paradigm from trading, negotiating and from scarcity itself, you become open to so much more than you could’ve imagined. I didn’t understand for many years that the more you give, the more you receive isn’t right: You need to ask for more. The more you give, the more you will be given, but after receiving, keep asking for more.

To understand collaboration,

you need confidence in the fact that there is more than enough for all of us. I surround myself with celebrities—not by the typical definition, however. I define a celebrity as a person who I celebrate, whose successes bring me joy and who reciprocates that. That is collaboration. It’s inherent to human nature.

The fastest route to achieving your goals is by helping someone else achieve their own goals and, through that, finding someone willing to help you. The most fulfilling achievement in my career was teaching my employees and seeing them thrive in my business. One of them graduated early from college and joined our workforce for five years. I saw his potential and guided him. Now, he hosts over 200 speaking events.

The older you get, the better you learn. My friend has a billion-dollar company. A long time ago, I helped him get a $5-an-hour job selling tickets while he was in business school. I connected him with someone in business, he showed up and proved his capability, and the rest is history.

If you’d like to know more about David Meltzer and his networking group, email him at david@dmeltzer.com.

What Promotional Products Do Your Employees and Customers Want?

Promotional products aren’t what they used to be. Long gone are the days when a flimsy pen or a stress ball cut it. These days, employees and customers expect more—and they deserve it. So if you’re still handing out generic freebies at events or onboarding new hires with cookie-cutter swag, it’s time to rethink your strategy.

Why? Because the right promotional product doesn’t just get used—it gets remembered. It becomes a mini billboard for your brand. It sparks conversations, builds loyalty, and even boosts morale. But what exactly do people want these days? Let’s dive in.

1. People Want Products They’ll Actually Use

This may seem obvious, but it’s the golden rule: usability trumps novelty. No one needs another item destined for the junk drawer. Instead, think practical— items like insulated water bottles, wireless chargers, or portable phone stands. According to a recent PPAI study, 79% of people said they’re more likely to keep a promotional product if it’s useful. That’s powerful brand exposure every single day.

2.

Personalization is King

One-size-fits-all is out. Personalized swag that feels handpicked for the recipient is in. Think monogrammed notebooks, name-engraved pens, or even apparel with their department logo. When people see their name or role reflected in your gift, it turns a generic item into a thoughtful gesture. It says, “We see you.” And that’s where loyalty begins.

3. Employees Crave WorkFrom-Anywhere Essentials

As hybrid and remote work models continue to thrive, desk setups aren’t what they used to be. Employees now want gear that fits a

flexible lifestyle. Branded laptop sleeves, portable ring lights, noise-canceling headphones, or wireless mouse pads are all winners. It’s not just about giving them tools—it’s about supporting how they work best.

4. Sustainability Isn’t Optional Anymore

Eco-consciousness is more than a trend—it’s an expectation. Both customers and employees are paying attention to how brands treat the planet. That’s why items made from recycled materials, biodegradable packaging, and reusable alternatives (like stainless steel straws or bamboo utensils) are getting top marks. You’re not just promoting your business— you’re making a statement.

5. Comfort-First Apparel Makes a Statement

Let’s talk apparel. Yes, people still love a good hoodie or T-shirt—but comfort and quality matter more than ever. Soft, well-fitted, breathable fabric is a must. Whether it’s a cozy branded crewneck or a sleek zip-up jacket, if it feels good, they’ll wear it. And every time they do, your brand gets another walking endorsement.

6. Branded Tech Is a Hot Commodity

Tech gadgets top the charts across all age groups. Power banks, Bluetooth earbuds, wireless charging pads, or branded smart tags for keychains are not only useful—they feel high-end. When you give away tech, you’re sending a subtle message that your brand is modern, relevant, and generous.

7. Health and Wellness Are Front and Center

The past few years have reshaped how we view self-care—and the right promotional products should reflect that. Think branded yoga mats, essential oil rollers, wellness journals, or fitness tracker bands. Not only do these gifts show you care, but they also align your brand with a healthier lifestyle and a more balanced mindset.

8. Food and Beverage Swag Is Always a Hit

People eat. People drink. Branded mugs, insulated tumblers, reusable snack bags, or even gourmet gift sets (think coffee kits or spice blends) make lasting impressions. Want to really impress? Pair your

branded item with a local artisan product. Now you’re supporting small businesses and creating a memorable experience.

9. Tote Bags That Don’t Get Tossed

The classic tote has gotten a major upgrade. Today’s audiences want stylish, durable, and versatile bags they’ll actually use. Think canvas market totes, insulated lunch bags, or sleek backpacks with custom embroidery. These are the types of bags people carry with pride—and take everywhere.

10. Experiential Gifts Are Rising in Popularity

Who says a promo product has to be tangible?

Subscription boxes, branded digital content, or exclusive discount codes can be just as impactful—especially when combined with a physical product. A branded tea tumbler with a onemonth tea subscription? That’s a full-on experience, not just a giveaway.

11. Customers Love Storytelling Through Swag

Great swag isn’t random—it tells a story. Let’s say you’re a travel brand. Instead

of a basic pen, why not create a “Jet-Setter Kit” with a branded luggage tag, passport cover, and travel pouch? It tells your audience who you are and where they’re going with you. That story builds connection— and connection builds trust.

12. Limited-Edition Drops Build Hype

Create buzz by treating your promo products like collectible drops. Use scarcity and exclusivity to build excitement. “Only the first 50 customers get this custom-designed tumbler.” Boom—you’ve just added urgency and value. People love feeling like they scored something special.

13. Internal Swag Builds Company Culture

Swag isn’t just for customers. Employees should feel like insiders, too. Launch “Swag Fridays” with fun department-specific items, run an internal contest with branded prizes, or create a custom onboarding kit that gets them pumped from day one. These aren’t just gifts—they’re culture builders.

14. Quality > Quantity

Let’s be real: a single, wellmade item beats a handful

of throwaways. When people see you’ve invested in quality, it reflects directly on your brand. Would you rather be remembered for a sleek, double-insulated tumbler—or a plastic pen that runs out in a week? The answer is obvious.

15. Ask—Don’t Assume

Want to know what employees and customers actually want? Ask them. Run a short survey. Let them vote on upcoming swag. Crowdsourcing builds engagement and ensures you’re giving something they’ll truly value. It’s like letting them design their own gift—and it works.

At the end of the day, promotional products are more than just branded stuff. They’re touchpoints— tangible reflections of your values, your culture, and your care. Whether it’s a well-crafted tech gadget, an eco-conscious tote, or a personalized welcome kit, the right product can leave a lasting impression that feels anything but promotional. It feels personal, purposeful, and, above all, memorable.

Now the real question is: what will your next promotional product say about you?

Are You a Good Boss?

15 Habits of Successful Leaders

Let’s be honest—just because someone has the title doesn’t mean they’re a great leader. Being a “boss” is easy; being a good boss is a whole different game. It’s not just about delegating tasks, hitting targets, or holding weekly meetings. It’s about how a leader shows up, builds trust, and empowers their team to thrive. So how do we separate the mediocre from the remarkable? It all comes down to habits.

1. They Listen More Than They Talk

One of the most underrated

habits of great leaders is simple: they listen. Really listen. Good bosses don’t dominate conversations— they create space for others to speak. They ask questions, pause for answers, and show genuine interest. Listening isn’t passive; it’s powerful. It builds trust and often reveals solutions that topdown leadership misses.

2. They Give Clear, Constructive Feedback

Sugarcoating doesn’t help anyone grow. But neither does harsh criticism. Great leaders strike a balance— they give feedback that’s

honest, specific, and rooted in improvement, not punishment. They don’t wait for annual reviews to talk performance; they make feedback a continuous, natural part of the workflow.

3. They Model Accountability

Ever worked for someone who dodged blame and pointed fingers? It’s demoralizing. Strong leaders do the opposite—they own their mistakes and expect their teams to do the same. This accountability builds a culture of transparency, where people feel safe

to take responsibility, learn, and move forward.

4. They Celebrate Wins—Big and Small

Being a good boss means recognizing effort, not just outcomes. Whether it’s closing a big deal or simply showing consistent improvement, good leaders know how to celebrate progress. Recognition boosts morale and shows the team that their work doesn’t go unnoticed. A quick shout-out in a meeting or a handwritten thank-you note can go a long way.

ownership over their work, they’re more engaged and productive.

6. They Set Clear Expectations

5. They Empower Instead of Micromanage

Micromanagement kills creativity, motivation, and confidence. Successful leaders trust their teams. They provide the tools, guidance, and support needed—then step back and let people do their thing. When employees feel

Confusion is the enemy of progress. Great bosses don’t leave goals up for interpretation. They communicate clear expectations, define what success looks like, and ensure everyone understands their role in the bigger picture. Clarity reduces stress and helps teams align their energy where it counts.

7. They Foster Growth and Learning

Strong leaders are

committed to the development of their people. They encourage training, mentorship, and stretch projects. Whether it’s professional development seminars or simple coaching moments, great bosses prioritize growth—and not just when it serves company goals, but because they genuinely care.

8. They Lead With Empathy

Empathy isn’t just a buzzword; it’s a leadership superpower. Life happens— people face challenges both inside and outside the office. A good boss recognizes the human behind the role. They ask how someone’s doing, offer support, and

practice understanding. In return, they earn loyalty that no salary alone can buy.

9. They Encourage Autonomy and Creativity

Innovation doesn’t thrive under rigid control. Good bosses invite new ideas, challenge the status quo, and create environments where creativity is welcomed—not shut down. They ask questions like, “What would you do differently?” and actually consider the answers.

10. They Stay Curious, Not Complacent

The best leaders never stop learning. They read, they ask questions, they seek feedback. They’re not afraid to admit they don’t have all the answers— and they certainly don’t assume they’re always right. This humility keeps them evolving and shows their team that growth is a shared journey.

11. They Keep Their Word

Trust is built on consistency. If a boss says they’ll look into something, follow up, or support an initiative, they need to follow through. When leaders do what they say they will, it creates

psychological safety. People know they can rely on their leader, which strengthens the entire team dynamic.

12. They Know When to Get Out of the Way

Sometimes, the best leadership move is to let someone else shine. Good bosses step back and allow others to take center stage—whether it’s leading a meeting, presenting a new idea, or owning a project. They don’t let ego get in the way of team development.

13. They Handle Conflict Professionally and Directly

Letting conflict fester is like ignoring a leak in your roof—it gets worse with time. Strong leaders don’t shy away from tough conversations. They address issues head-on, mediate with fairness, and focus on resolution, not blame. This approach keeps teams healthy and communication open.

14. They Maintain a Positive, Solution-Focused Outlook

No one wants to work in an environment ruled by negativity. Good bosses acknowledge challenges but focus on what can

be done. They lead with optimism, not denial, and help their teams navigate uncertainty with confidence. Their energy sets the tone for everyone else.

15. They Understand That Leadership Is Service

At its core, leadership is about service—serving the team, the mission, and the people they support. Great bosses don’t lead with authority; they lead with purpose. They ask, “How can I help?” more than “Why isn’t this done?” And that mindset creates teams that are motivated, loyal, and ready to go above and beyond.

Being a good boss isn’t about having all the answers or cracking the whip. It’s about showing up consistently, leading with empathy, and empowering others to succeed. Great leaders aren’t born—they’re built through intentional habits, self-awareness, and a genuine commitment to their team.

So if the question is, “Am I a good boss?”—let the habits do the talking. Because in the end, leadership isn’t about titles. It’s about impact.

Cyber-Security Report

Attacks on Small Business Websites

If you think cybercriminals are only chasing after the big guys, think again. In today’s digital world, small business websites are being attacked more often than ever—and in many cases, they’re the most vulnerable targets out there. It’s like a burglar choosing between a high-tech mansion with cameras and alarms or a cozy home with the front door left ajar. Which do you

think they’ll pick?

1. Why Small Business Websites Are at Risk

Let’s start with the obvious: many small businesses don’t have the budget or expertise to implement robust cybersecurity defenses. That doesn’t make them any less attractive to hackers—in fact, it makes them more appealing.

According to Verizon’s 2023 Data Breach Investigations Report, small businesses now make up over 46% of all data breach victims. It’s a digital epidemic that isn’t slowing down.

2. The False Sense of Security

Many small business owners believe that because their websites don’t handle

sensitive data or process thousands of transactions, they’re safe. That’s a dangerous myth. Hackers don’t just want credit cards—they want access. A compromised website can be used to launch phishing scams, spread malware, or act as a launchpad to attack bigger targets.

3. The Cost of a Breach

Here’s a scary thought: the average cost of a cyberattack on a small business website can reach $200,000, according to Hiscox. That includes everything from downtime and lost sales to fines, legal fees, and reputational damage. For many small businesses, that kind of hit isn’t just a setback—it’s game over.

4. Common Types of Website Attacks

Cybercriminals use a variety of techniques to compromise websites. One of the most common is the brute force attack, where automated bots try endless username/password combinations until they gain access. Then there’s SQL injection, where hackers exploit weak coding to access databases. Cross-site scripting (XSS) is another common method, where

attackers inject malicious scripts into your site. It’s a digital warzone, and your site is often the battlefield.

5. The Rise of Automated Bots

You might think a hacker is some hooded figure in a dark room, but more often, attacks come from automated bots that scan the web for weak spots—no human needed. Your site could be hit hundreds of times per day by bots trying to sniff out vulnerabilities. Without proper protection, it’s only a matter of time before they succeed.

6. SEO Poisoning and Blacklisting

Here’s something not enough people talk about: a hacked website can tank your SEO. When attackers inject spammy content or malicious links into your pages, Google notices— and not in a good way. In some cases, your site could get blacklisted from search engines, making it nearly invisible to your customers. That’s not just bad news— it’s catastrophic for your online presence.

7. Phishing Pages Hidden on Your Site

Hackers love to hide phishing pages on vulnerable small business websites. These fake login or payment pages are used to steal customer data—all while using your domain name. It damages your credibility, exposes your visitors, and can even lead to lawsuits. Worst part? You may not even realize it’s happening until someone else alerts you.

8. Ransomware Through Website Vulnerabilities

You’ve heard of ransomware on office computers— but did you know your website can be locked down too? Ransomware can be injected through outdated plugins or content management systems. Once in, hackers demand payment (usually in cryptocurrency) to give back access to your site. If you don’t pay, your content

9. Weak Passwords: The Silent Killer

It’s shocking how many business websites still use weak or default passwords like “admin” or “123456.” These are basically open invitations to hackers. Combine that with no two-factor authentication and you’ve got a website that’s begging to be broken into. It’s like locking your car doors but leaving the windows rolled down.

10. The Plugin Problem

Plugins and extensions add useful features to websites, especially WordPress sites— but they also introduce risk. Unmaintained or outdated plugins can serve as backdoors for attackers. And because small businesses often don’t have a web developer on staff, these vulnerabilities can go unnoticed for months.

11. DDoS Attacks Can Cripple Operations

A Distributed Denial-ofService (DDoS) attack floods your site with so much fake traffic that it crashes. For e-commerce websites or businesses that rely on online bookings, this can mean hours—or days—of

downtime. Customers can’t reach you, and they’re not likely to wait around.

12. The Impact on Customer Trust

Trust is everything. If a customer visits your site and gets a malware warning, chances are they’re never coming back. According to a 2023 study by the National Cybersecurity Alliance, 60% of small businesses shut down within six months of a cyberattack, and loss of customer trust is a major factor. You don’t just lose traffic—you lose credibility.

13. Steps to Strengthen Your Website Security

So, what can small businesses do? Start with the basics: use strong, unique passwords and enable two-factor authentication. Install SSL certificates to encrypt data. Keep your CMS, plugins, and themes updated. Use firewalls, scan for malware regularly, and limit login attempts. If this sounds overwhelming, consider partnering with a web and marketing professional who can manage it for you.

14. Employee Training Matters Too

Even if your website is

locked down tight, one wrong click from an employee can open the door. Educate your team about phishing emails, the dangers of public Wi-Fi, and proper password hygiene. Cybersecurity isn’t a oneperson job—it’s a culture.

15. Invest Now or Pay Later

Yes, implementing cybersecurity measures takes time, energy, and sometimes money. But the alternative—a fullblown attack—will cost you far more. Think of it like insurance for your digital storefront. You wouldn’t leave your brick-and-mortar unlocked, so don’t leave your website exposed either.

Cyber-attacks on small business websites are not just increasing—they’re evolving. What once felt like a distant concern is now a pressing reality. But the good news? You’re not helpless. By staying informed, prioritizing website security, and treating your digital presence like the vital business asset it is, you can avoid becoming another statistic. Cybercriminals may be persistent, but with the right precautions, they’ll find your business is anything but an easy target.

Young Professionals Groups –

The Benefits of Participation for Businesses

In today’s competitive business landscape, investing in talent development isn’t just a nice-to-have—it’s a strategic necessity. One of the most underutilized yet highly effective ways to grow and retain emerging talent is through Young Professionals (YP) groups. These groups are designed to support early- to mid-career employees, helping them build networks, strengthen skills, and grow into the future leaders businesses need.

1. Strengthening Internal Talent Pipelines

Business owners know the cost of hiring externally is high—not just in dollars, but in time and integration. Participation in a YP group helps employees develop leadership capabilities, soft skills, and confidence, making them strong candidates for internal promotions. It’s a costeffective way to grow leaders from within.

2. Expanding Networks That Benefit the Company

When employees join a YP group, they’re not just networking for themselves—they’re representing your brand

and expanding its reach. These connections can lead to strategic partnerships, referral opportunities, and community engagement that directly benefit the business. It’s brand ambassadorship in action.

3. Access to Local Thought Leaders and Influencers

YP groups often host events with high-level professionals, city officials, and business influencers. When your team attends, they’re gaining exposure to big-picture thinking, industry trends, and community priorities. That’s intel they can bring back to the organization to inspire innovation and growth.

4. Skill Building That Goes Beyond the Office

YP programs offer practical learning through workshops, panels, and hands-on leadership roles. Employees sharpen critical skills— like communication, time management, and strategic thinking—that directly translate to improved performance in their current roles.

This is development that doesn’t come from a textbook—it’s real-world and immediately applicable.

5. Enhanced Confidence and Professional Presence

As employees participate, they grow in their ability to speak up, contribute ideas, and represent themselves professionally. This increased confidence doesn’t just help them individually—it elevates how they perform in meetings, lead projects, and interface with clients. That’s a win for any business.

6. Improved Retention Through Engagement

Let’s face it—employees who feel invested in are more likely to stay. Sending team members to a YP group sends a clear message: we believe in your growth. According to Gallup, organizations that invest in employee development see 11% higher profitability and 50% lower turnover rates. That’s a powerful return on a relatively small investment.

7. Community Visibility and Corporate Citizenship

When your employees are active in YP groups, your company becomes more visible in the community. Whether they’re volunteering at a charity event or speaking at a panel, they’re building goodwill and positioning your

business as one that cares about its people and its place in the local economy.

8. Mentorship Through Community Connection

YP groups create natural mentorship opportunities by connecting less experienced professionals with seasoned leaders. These relationships foster accountability, broaden perspectives, and accelerate development—all while alleviating the pressure on your internal team to shoulder every aspect of professional growth.

9. A Broader Understanding of Diverse Industries

YP members engage with peers from various sectors, which enriches their understanding of business beyond their immediate role. They come back with fresh ideas, alternative approaches, and a more holistic view of the business ecosystem. This broader lens can spark innovation and problemsolving back at the office.

10. Empowered Employees Become Better Collaborators

Participation in a YP group encourages communication, teamwork, and relationshipbuilding—all essential qualities in today’s crossfunctional business environments. Employees learn how to collaborate more effectively, listen actively, and lead with empathy, creating stronger internal dynamics across departments.

11. A Testing Ground for Emerging Leaders

Not every employee is immediately ready to lead

internally—but YP groups offer a safe space for them to stretch those muscles. They can plan events, manage committees, or lead initiatives, gaining confidence and experience they’ll bring back to your team when the right opportunity arises.

12. A Healthy Outlet for Personal and Professional Growth

Burnout is real—and so is disengagement. YP groups provide an enriching outlet for professional growth that also feels personally rewarding. Employees return with renewed energy, fresh perspectives, and a

deeper sense of purpose— all of which drive stronger performance in their roles.

13. Demonstrated Investment in Diversity and Inclusion

Many YP groups prioritize inclusive programming that supports professionals from a range of backgrounds and industries. By encouraging employee participation, companies show they value diverse voices and are committed to equity in leadership development.

14. Stronger Employer Branding

Let’s not underestimate perception—businesses that actively support employee growth, especially outside of the workplace, are seen as progressive, people-focused employers. This reputation not only improves retention, but also attracts top-tier talent who are looking for workplaces that prioritize development.

15. Long-Term Organizational Value

Ultimately, every hour your employee spends in a YP group is an hour invested in your business. The skills they gain, the connections they build, the confidence they develop—these become long-term assets for your organization. It’s not just about professional growth; it’s about business growth, too.

Supporting employee participation in Young Professionals groups is more than a gesture—it’s a smart business move. These programs create confident, connected, and capable employees who are prepared to lead, innovate, and contribute more meaningfully to your organization. When you invest in their growth outside your walls, you see the impact inside them— and inside your business.

For any company focused on long-term success, Young Professionals groups aren’t a perk. They’re a strategic advantage.