Women With Know How October 2013 Issue

7/27/2019 Women With Know How October 2013 Issue

http://slidepdf.com/reader/full/women-with-know-how-october-2013-issue 1/52

OCTOBER 2013

THE REALSECRET MAJOR

COMPANIESUSE TO BRAND

THEIR BUSINESS

DOMESTICVIOLENCE

AWARENESS

Top Stories

Judith Believe in Yourself and Never Give Up!

A. Bannon


http://slidepdf.com/reader/full/women-with-know-how-october-2013-issue 2/52Connect And Grow With Women In Our Community 2

Mimi Zelman

Publisher

Dear Readers,On Monday September 16, I was invited to attend a small

breakast given by the North Carolina Deense Business

Association. The guest speaker was Congressman Robert

Pittenger o the 9th district. When he nished speaking it

was then opened up or questions and answers. I asked him

what he could do to help ratiy the ERA in North Carolina.

He rudely said to me that the ERA is dead and he is a busi-

ness man. I then told him besides owning my own busi-ness, I was also president o BPW/NC and that the ERA is

not dead and we are still working on getting it through. He

then dismissed me and went on to someone else.

I was boiling when I let, but ater thinking about it, maybe

this was a wakeup call or someone who may have his head in

the sand, and make him aware o this important issue. I urge

everyone to keep ghting this battle and let’s all keep writing

our congressman and senators and keep them aware o this

important issue, not only or women, but or Americans.

I want to congratulate all our honorees or our Making An

Impact Awards. I can’t wait till our Making An Impact For A

Cause event to meet these amazing women.

Come out and help us honor these women on November1

and support The Sandbox which does so much to help

amilies with children who have lie threatening illness!

100% o the auction items go this worthy organization!

Register on our website and click on events tab. Black tie

optional and will be a great evening!

Have a great month!

Mimi


http://slidepdf.com/reader/full/women-with-know-how-october-2013-issue 3/52 www.womanwithknowhow.com OCTOBER 2013 3

C o n t e n t sPublisher/President

Mimi L. Zelman

[email protected]

Creative Director

Juliana Lievano

www.JulianaCreativeDesigns.com

Contributing Writers

Terri Bennett

Elyshia Brook

For more advertising inormation

call Mimi at 704-491-1207or email her at:

[email protected]

Copyright © 2013

4

26

10 Telling Your“Personal Brand” Story

12 The REAL SecretMajor Companies Use To

Brand Their Business…

18 DomesticViolence Awareness

36 Do You Havea Trashy Kitchen?

On thecover

30

4

22



p r o f e

s s i o n a l s p o t l i g

h t

How did you get

started in this business?

I went to my daughters PTA meeting

met a mom, Elizabeth Ersek that be-

came my best riend and she asked

me to join her at the agency she wasworking, part time basis.

What is your background-what were

you doing beore this business?

I was in the legal eld since leaving

the Military. We moved rom Florida

to Charlotte and I thought I needed

a break rom being a paralegal, so my

husband told me about Freidman

Jewelers who hires a lot o USAirways

wives and I should try it out. I did and

enjoyed it. Who does not like Jewelry?

What is a good early

story about your business?

The last stint I had in law was personal

injury. I did not think the system was

air with rivolous lawsuits so I wanted

MeridethBy Mimi Zelman

BIA, CPIA H.B. CANTRELL & CO

Diana



to be the person on the other end

subrogating claims. So when Eliza-

beth Ersek told me about the posi-tion, I responded back, well it’s not

claims, and who likes insurance. Me in

insurance hah, who am I going to call

and yell when my premium increase.

18 years later I am still in the eld and

love to educate and advise clients

on what insurance is, why they need

the coverage, it is their decision to

choose whether they want thecoverage or not.

What is unusual or unique about

your business, in comparison

to your competitors

or similar businesses?

Well, H.B. Cantrell & Co is a well-

rounded insurance agency whichprovides insurance or your home,

auto, business (General Liability, Com-

mercial Auto and Property) workers

comp, lie, disability and group insur-

ance. We want to be your one stop or

all your insurance needs so Customer

Service!!, is our # priority to our clients.

Our agency believe that the clientshould at all times have access to

John Cantrell, Henry Cantrell and my-

sel when the oce is closed at lunch,

ater hours and on weekends and

holidays. My phone is always turned

on, I have clients that calls at 7am and

12:17am or emergencies. We always

want to be there or our clients.

Is there a customer experience you

are most proud o? Wow, there are

so many stories not sure which to tell

other than I do travel to my clients. I

will come out and see them, I do mid-

term check in and annual reviews. I

get a lot o clients that are surprised by

that. I do care about my clients. I had

a client, Contractor who was workingon the Ritz. During construction they

needed a Bond, its Thanksgiving, so

seeing how important it was I drove to

the client the Friday ater Thanksgiving,

and had everything ready or Monday

to send to underwriting so we can the

bond PDQ.

Do you do any charity

or non-proft work?

Yes, I am the Coordinator or a Min-

istry at St. Gabriel Church that helps

pregnant Moms beore birth o babies

C L I C K O N A D T O V I E W O

U R

V I D E O



and ater. We help them with getting

to the doctors, provide inormation

on other social services or help, andalso provide baby items or the care o

their babies.

Who are some o your

most notable clients?

I cannot divulge our clients list but I can

tell you we work with Doctors’ Oces,

Contractors, Restaurants, Research Co,Realtors, Mortgage Co, Stang Co, and

Business Oces. We don’t have a niche

market per say, but i you walk into our

doors, we will do our due diligence to

get you the coverage you need.

What is an interesting story about

a client interaction you had? I got a

call rom a realtor who had a clientwho could not close because she had

been to several other insurance agents

who could not provide her with cover-

age. Client was worried, closing had

been post pone or a month. I took

the account, reviewed it and we wrote

the account in 3 days. She was able to

close and client is happy. It was a chal-lenge, but in the end we did what we

were supposed to do, get the cover-

age and make the client happy.

What are some o your greatest

challenges in your business?

Insurance Companies changing their

markets. Today they will write a par-ticular business, tomorrow they won’t.

So we have to stay on top o the mar-

kets to see who is writing what. This

also goes or personal lines (Home and

Auto insurance). At one time you could

write a home without an auto policy.

Now, the insurance companies want

both. So we have to be pro-active with

the markets we have to make sure wet our clients’ needs.

What would you most like the reader to

know about your journey in business?

Perseverance. I don’t give up. I don’t like

to hear NO and i I cannot help you, I

will nd someone who can. ●

Diana D. Meridith, CBIAVice PrsidentH. B. Cantrell & CoDirect Line - [email protected]



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are what prompt others to become a

better person, do something that they

thought they could not do, or pushedothers to become more determined.

All o these stories move others to look

deep inside o themselves and nd

what they have been looking or to

move orward in their own lives.

Some times it takes others to go through

something and then sharing their story

encourages others to do the same thingbecause they can relate to you doing it

and sharing. You will never know how

your lie experiences can help others. It is

dicult when you are going through the

storm but when you come out and are

able to share it with others that is what is

so encouraging. You may think that your

story is not important, but people need

to hear what is inside o you because you

did not go through it or nothing, but to

help others in their journey.

The “Are You Living My Lie?” Story

Have you ever made a connection

with someone and had the same i

not similar story? Or have you gone

to church and you said the pastorknows exactly what I have been going

through these last ew days, months

or years? Just as you, you have expe-

rienced it and you know exactly what

your clients are thinking, needing,

desiring and wishing. This is how you

build your list, obtain ans, and build a

community or tribe that speaks your

same language. They are the ones

that get what you are saying and themeaning behind what you do. It uels

the both o you and you build on rela-

tionships. It increases your brand, story,

and credibility, which allows others to

become more personable with you.

When you are creating your story,

rst understand that you must know

who you are and what you want theworld to know about you. You con-

trol what others know about you and

how they will receive you because it

is your brand and you should always

be doing brand management or your

personal brand. Secondly, your story

is just that, “Your Story,” so OWN IT! Be

your true authentic sel and be hon-

est because that is what will sell your

brand and your business, not to men-

tion you. Thirdly, Be You! And Live Lie

Extraordinarily! It becomes a magnet

and you attract the wonderul things

that make it abulous to you. So Live

Lie To The Fullest Everyday!●

Elyshia Brooks, MBA /CEO/PresidentElyshia Brooks International, Inc.Personal Authentic Branding CoachsultantElyhiaBrooks.com

T: 800.511.5410Author “Branding The Authentic You”

Twitter: @ElyshiaInc







The Recent Branding

Blunder o JC Penny

JC Penny is the best most recent example

o a company that didn’t compile enough

about their customers’ psychographics.

Since its beginning, JC Penny has drawn

people into the store through the use o

coupons and articially high prices. Since

many department stores have this strat-

egy, Penny’s gured i they sold an item or

its true value, then people would respond

avorably. They didn’t. Instead, they wentelsewhere to do their shopping.

Penny’s mistake was in not understand-

ing their psychographics. JC Penny, like

most department stores, targets the

middle class. Many o these customers

can aord to pay more or better quality,

but the catch is they don’t want to. Usual-

ly, the people who fock to a departmentstore sale are not doing it or the money

they save; they’re doing it because get-

ting a bargain eels like ‘winning’, which

gives them a natural high. It doesn’t eel

like winning i the prices never change

and there’s no hope o a bargain. I JC

Penny had known the psychographics o

their customer instead o just the demo-

graphics, they would have been aware o this particular buying behavior.

Do You Know What

You’re Really Selling?

Ater you discover who your Avatar is,

you have to understand what you’re

really selling. McDonalds isn’t really

selling ood, Geico isn’t’ really selling

insurance, and Apple isn’t’ really selling

computers. Instead, these companies

are selling a liestyle, a promise o a bet-

ter uture or present.

For example, McDonalds almost never

talks about how good their ood tastes.

Instead, it talks about how ast it is, how

aordable it is, and how many good

times you have with your riends andamily while eating at McDonalds. They

are really selling good times at an a-

ordable price.

Apple is selling how user riendly it is

and how much easier it will make your

lie. It also ocuses on being beautiul. It

knows their customers seek to bring at-

tention to their intelligence and excel-lent taste. Thereore, everything Apple

creates eeds into this need.

This works or small business too. For

example, a personal trainer isn’t sell-

ing exercise or even their time. Instead,

they are selling the promise o a health-

ier, more positive uture.

Do You Need Multiple Avatars?

I your product or service appeals to a

wide audience, then you’ll need mul-

tiple avatars. Though your logo, colors

and message will never change, your

voice will. For example, when McDon-











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Founder of Cribs for KidsJudith A. Bannon

Tell us about you:

Judith Bannon began her career withSIDS o Pennsylvania in 1989, taking

the organization rom a regional to a

statewide presence by 1992.

With the success o the Back to Sleep

Campaign, Bannon, as a member o

the Allegheny County Child Death Re-

view Team, recognized that 90 percent

o babies dying rom SIDS or acciden-tal suocation in Allegheny County

(Pittsburgh) were not ound in cribs

but were sleeping in unsae sleeping

environments. In 1998, with the help

o the District Attorney o Allegheny

County, local oundations and corpora-

tions, Cribs or Kids® began.



by Mimi Zelman

31

A partnership with Graco Children’s

Products resulting in discounted cribs

and ree shipping rom Pitt-OhioExpress has helped grow Cribs or

Kids® to over 430 licensed partners

nationwide. Through these partner-

ships, to date, more than 200,000 ami-

lies have received sae-sleep education

and a saety approved crib rom Cribs

or Kids® Partners nationwide.

Judy Has presented the Cribs or

Kids® program to numerous nationaland international audiences including

the SIDS International Conerence in

Yokohoma Japan in 2006, Portsmouth

England in 2008, Sydney Australia in2010 and the American Academy o

Pediatrics’ International Conerence in

Vancouver, British Columbia in 2010.

In 2006 she was honored as a Woman

o Achievement by Celebrate and

Believe inyourself andnever give up!


http://slidepdf.com/reader/full/women-with-know-how-october-2013-issue 32/5232 Connect And Grow With Women In Our Community

Share; in 2009 she received the ‘Mak-

ing the Dierence’ award rom the

National Center or Child Death Review

in Washington DC; the 2011 Pittsburgh

Business Times’ Outstanding Women

in Business Award’; and this year, the

2012 the Consumer Product Saety

Commission’s Commendation Award.

Since 1998 Judith has chaired three

national conerences aimed at con-

tinuing the inant sae-sleep dialogue:

‘Breaking the Cycle – A Sae Sleep Sum-mit’ in 2008, ‘Sae Sleep in 3-D – Den-

ing, Deending and Disseminating the

Inant Sae Sleep Message’ in 2010, and

‘The ABCs o Inant Sae Sleep – Aware-

ness, Belie, Consistency’ in 2013.

How did you get started?

When I began my career with SIDS o

Pennsylvania in 1989 very little wasknown about this mysterious syn-

drome, Sudden Inant Death Syndrome

(SIDS), which was taking the lives o

vulnerable babies, during sleep, at a

rate that made it the number one cause

o inant mortality ater the rst month

o age. By 1994 with the introduction

o the Back to Sleep campaign by the

National Institutes o Health the rates

o babies dying in this way began to

decrease. In act, by 1996 the rates de-

creased by 50% just by the simple act o

putting babies on their backs to sleep.

However the rates hit a plateau and

babies continued to die in their sleep.

Prior to the Back to Sleep campaign

babies rom every socio-economic

class were dying rom SIDS. Suddenly

we observed that our bereavement

support meetings were made up o

amilies rom the lower economic

strata o western Pennsylvania. A-

ter studying the death scene inves-

tigations o these babies, thanks

to the generosity o the Allegheny

County Coroner, a very importantact emerged: 90% o these inants

were ound in unsae sleeping en-

vironments, in bed with parents, on

couches, chairs and unsae cribs that

contained pillows, blankets, stued

toys and bumper pads.

It was obvious that we had to include

education on not only how the babywas put down to sleep (on its back)

but where the baby slept, in a saety-

approved crib that was devoid o items

that could pose a suocation risk to the

baby. With this knowledge Cribs or

Kids began. The idea to distribute inant

sae-sleep education to the general

public and cribs to amilies who could

not otherwise aord a sae sleeping

environment or their inants began in

1998 in Allegheny County (Pittsburgh).

However, it was not until 2005 that the

present business model became clear.

As studies o our Cribs or Kids Program







pany. I then accepted a position as

Development Director or United Ce-

rebral Palsy o the Pittsburgh District,

where I learned about the advantages

o working or an organization that

really made a dierence in the lives o

people not the bottom-line or a large

corporation. From there I accepted

the job as Executive Director o SIDS o

Pennsylvania, later to be named Cribs

or Kids, Inc.

What would you most like our

readers to know about your

journey in business? In lie?

Always keep your options open. Don’t

be araid to try a new position. Too

many people are spending their time

doing something that does not satisy

them. They nd themselves doing a

‘job’. Obtaining your livelihood shouldnot be a ‘job’ but something you look

orward to. Something that ullls you.

Who would you describe as

your mentor(s) and why?

I would have to say my mentor or role

model was my mother, Ann Kiggins

Traurig. Widowed at age 40 with

5 children still living at home, this

strong woman obtained an education,

opened her own beauty salon and

raised and educated all o her children,

our daughters and a son. Her

strength and wisdom were the tenets

on which I modeled my lie.

What’s on your bucket list and why?

I’ve been very ortunate to be able

to travel around the world to speak

about Cribs or Kids. Although I have

been to Japan, Australia, London, Paris

and most o the 50 states, I have never

been to Italy. I would love to go to an

Italian Villa with my amily or an ex-

tended vacation.

Any difcult times you’d care to

share with our readers?? And i sowhat lesson have you learned?

There are always dicult times in busi-

ness. There were times at the begin-

ning o this journey that I was ready to

give up. The unding was not there to

sustain the numbers o cribs and other

sae-sleep materials that were request-

ed. We couldn’t write enough grant

proposals or do enough undraisersto sustain our mission. And then the

recession began, making it harder to

obtain unding and at the same time

putting more babies at risk because

their parents couldn’t aord a sae

place or them to sleep.

When you have to make a choice be-

tween ood or a crib, ood usually wins

out! However it was during these hard

times that health departments and

welare departments looked at Cribs

or Kids as an economical answer to

their problem o high inant mortality.

Our partner list began to grow, along







g o i n g g r e

e n by Terri Bennett

T

he kitchen may be the hearto the home but it’s alsothe biggest trash generator

in your house – especiallythis time o year. In act, each person inyour home creates about our pounds o trash a day and most o it comes rom thekitchen. A ew simple solutions will makeall the dierence when it comes to creat-ing less waste. I’ll show you how to DoYour Part to trash less and save money atthe same time.Let’s start with what you

bring into the kitchen. Reusable bags area must. Get yoursel a bunch o dierentsizes and you’re set or any shopping trip.But, you also need to think about wasteas you shop. Anything packaged in singlesized servings fat out costs more so optor buying in bulk when you can. You canmake your own individual portions by us-ing small, reusable containers.

Also, buy items that come in easy to re-cycle packaging that you can toss into therecycling bin when you’re done.Now, the absolute biggest source o trashis ood. It’s astonishing to think that 30percent o the ood we buy, we throwaway. The easiest thing to do is to save

those letovers. Keeping them or a snack orlunch, reezing larger portions, or using themin a dierent recipe is the way to go. Look at

the bottom o this post or specic inorma-tion on how to waste less ood and preserveoods throughout the year. Finally, don’t or-get that composting unwanted letovers willcreate ree ertilizer or your lawn and garden.

Then, there are the one-use items that gettrashed. Save money by using reusableclothes and rags instead o pricey papertowels. Choose cloth napkins instead o paper ones. And, put an end to dispos-able plastic water bottles and invest in aew reusable ones. These days, there areeven reusable silicon covers that are anexcellent alternative to one-use plasticwrap or aluminum oil. Adding a ew sim-ple changes to your kitchen routine willhelp you Do Your Part to create less trash

and keep more money in your pocket. ●

Terri BennettA veteran TV meteorologist, eco-expertand author o Do Your Part: A practical guide oreveryday green living available at: DoYourPart.com.Send questions to [email protected]

Do You Have a rashy Kitchen?













I am going to take you on a Colorul

journey that will better describe Hue

you are and how you live your lie,

through the colors your eyes go to

without thinking. To work eectively

with others, rst you need to know

how you attack lie.

Today in Business, you need to know

more than your clients do, to be

able to capture their attention and

give them an experience. You can’t

change someone else, but you can

change how you approach them.

Once I learned the power o color

and Hue You Are, it changed my lie. I

have learned that I can be very directin my approach while working with

my clients, In my mind I see the room

done and think it is. I don’t ask the

questions they need answered or al-

low them to dream.

I am a red, let’s just get it done. I have

turned a lot o clients away, because

they simply need more inormation

and want their dreams to be heard.

Experience and the Dewey Color Sys-

tem has taught me dierently.

Today, I walk into a home with a muchdierent approach. The rst thing I

do is color test my clients, so that I can

adjust my personality. I they are a red

personality (as am I), I back o and let

them shine. I their eye goes to yellow,

I know I need to get them acts rst,

blues love to dream, so I have learned to

listen to their dreams. This knowledge

has allowed me to work ar better withmy clients and not to tick them o like

I used to- without even understanding

why they were rustrated with me.

Have some un with this and rst

color test yoursel, then your amily.

Part of the Dewey Color SystemEmbrace Hue You Are:

by: Margi Kyle

b u s i n e s s



You might be surprised to learn, the

daughter you seem to butt heads

with, is the same personality as you.

Decide which battles to ght and

when to let her win.

The son you get so rustrated with,

because he asks so many questions

beore he will do anything, is a yellow.

He simply needs to know the acts,

because that is how he processes lie.

The client that is in the clouds dream-ing all the time is most likely a blue.

Let them dream and then you will be

able to create a ar better plan that

works or them, not or you. You don’t

live or work there, you are only there

to help them accomplish their goals.

So, or this color test, discard your

personal color preerences and

the historical uses o a color. Don’t

allow personal thoughts or color

myths to steer you o-track (Even

though they’re un and entertaining).

Let your eyes do the work and rest

your brain. This is not about what you

love to wear or decorate with, this is

what your eyes goes to without think-ing, to depict your personality.

In a Clinical Comparison with Amer-

ica’s leading Personality Evaluation

Systems: The Myers Briggs, The 16PF

and The Strong Inventory, the ollow-

ing results were indicated:

• 2 out of 3 participants believed that

The Dewey Color System gave them

a stronger awareness o themselves.

• 3 out of 4 participants believe that

The Dewey Color System better de-

scribed how they live their lives.

For me, it changed my lie! It made

me aware o my strengths and what

I overdo and my weakness and thing

I don’t do but need to do to balance

Hue I am. Let’s have some un. Let’slook at the Primary colors rst. These

are your basic Motivators and indicate

in the broadest sense who you are.

I you preer yellow rst without

thinking, you are: Realistic, Diplomatic

and Giving. Your power is Wisdom to

know what is needed. You love acts!

Your Motivation is Personal Growth.

Finding common ground is the gameyou play best. You calm troubled situ-

ations, bridge dierences. Your aware-

ness o others’ perspectives allows you

to express contrary, unpopular eelings

without oending anyone. By keeping

people listening, you allow solutions



and possibilities to unold. You accept

people or who they are.

I you preer Blue rst without think-

ing, you are a planner, initiator and

visionary. Your power is the ability to

visualize the uture. You are a dreamer

and a visionary—wistul, imaginative

and eccentric. You’re preoccupied with

the uture. Your dreams give you the

mental discipline to concentrate and stay

on track. You need to justiy your lie bymaking a positive impact on the world.

Even on those you don’t know. Thinking

about the uture energizes you.

I you preer Red rst without think-

ing, you are practical, resourceul

and direct. Your power is the use o

experience to improve things. Your

motivation is to better control your

world. You know exactly what you

want. Money, Power, and status give

you a sense o security but ultimately

you use them as a means o expres-

sion. This is your primary goal. You’re

not one to hoard your wealth. On the

contrary, you would give the shirt o

your back or those you’re concernedabout. You are ambitious, driven, con-

dent and outgoing.

Let’s look at how you start your day:

Yellows get up and have your day

planned. You make sure that what

you have in your day timer- or goggle

calendar is what you really need to be

doing. You go over all the acts need-

ed that day and are very organized.

Blues get up and see the sun out and

decide instead o creating another

uture based product, they might be

more creative i they play tennis rst.

Reds get up and go directly to their

computer, work away or about an

hour and then realize they have not

had a coee and need to get readyto the day. The day can change in a

heartbeat, and you don’t miss a beat!

Let us look at the Secondary Colors,

they determine how you reason in

your relationships and create bonds

with the world around you.

Should you preer Green frst; you

are nurturing, concerned and com-

ortable. Your power is creating sup-portive environments. Your motiva-

tion is to understand who you are and

what you want. You’re the perect

audience or others’ problems. They

interpret your concerns as encourage-

ment to talk about their lives. They













Documents

Women With Know How October 2013 Issue