Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.

The Works of Marketing with Ray INDEX

January 22, 2002• Volume 1 Issue 33

The Godfather,
the greatest movie ever made about direct marketing

A few years back I heard this guy speak. He runs a good seminar.

Over the years I've read his writing. He writes extensively.

Alan Rosenspan tells me I told him to write this book. I don't recall that conversation ... yet, it does sound like me. For when you meet and listen and read what a guy like Alan shares, what he offers to his audiences and clients, it is worthy of passing along.

Pushing The Envelope ... How to Get the Results You Want From Your Next Direct Marketing Program is another "how to ..." DM book. There are many of them out there. Including mine. So, why am I telling you this story - and actually encouraging you to buy a copy of this book? To read it. And use it.

Because Alan has something to offer that is a tad different. I relate. And I think you will, too.

Let's touch the name first ... Pushing The Envelope. Sounds like direct mail. And it is. Most of what is in this nearly 400 page book relates to direct mail. One of the reasons is the heavy mail background Alan has. The "love" he has for the discipline almost screams off every page.

Yet, know that much of what applies in direct mail direct marketing works equally well in anything you read. Print, newspapers, magazines and newsletters. Brochures and booklets. Web sites. E-mail marketing. And "yes", an E-zine - like this one.

So, if you've tossed direct mail out of your thinking - read on anyway. For you will find an idea or two or more that will give you a spark.

The book is full of content - much of it in an easy to read 1, 2, 3 list format. Alan has learned that people respond to numbers - and to lists. The book is peppered with dozens of lists. Mostly to do lists. And "how to ..."

And with scores of examples from live experiences. Real cases are discussed time and time again. Including a few where the goal was not achieved ... which makes each story just that more believable. Alan does not always hit home runs. In fact, sometimes (rarely!) he doesn't score at all. Alan is real.

Plus, there is a good mix of quotations to keep it interesting. i.e., Chapter 10, Making An Offer They Can't Refuse begins with this;

"They'll never go for it, Pop."

"I'll make them an offer they can't refuse." -- from The Godfather,

the greatest movie ever made about direct marketing

If you fail to think about The Godfather and direct marketing in the same breath, you are not alone. Still, this is the type of thinking Alan offers in this book. And it will get you thinking.

Alan has divided his book into 5 sections. Let's spin through a piece of each. Beginning with ... The Rules and How to Break Them.

Bottom line here is rules are really guidelines. Based on history and experience. For the most part "rules" apply, yet, don't let them hang you up. On the other side, don't ignore them in total, either. It is much better to "think", and then make a decision on your direction.

Awards programs are not my thing. Too much ego, and often not enough reality. Yet, Alan has a most interesting story about a truly unique program ... "Direct Marketing on a Shoestring". An awards program he created. Read all about it, and EnJoy!

The second section is Putting the Marketing into Direct Marketing. It begins with a quote from MBA (the financial people) headquartered in Delaware, USA. And a sign they use internally; "Think of Yourself as a Customer."

On a recent radio program I included a collection of interesting people - each a leader in their field. An advertising guy, a lady from PR, another with a specialty in sales promotion, a rep from the American Marketing Association and the President of the location direct marketing club.

One of those on the show said they weren't sure they belonged - because they were involved in "communication". That statement just about blew me over ... I hope we are all into communication.

Well, Alan thinks so, too. And this section shares ideas on how you can build ongoing communication and relationships with prospects and customers.

Confessions of a Control Freak is the third section. Here Alan talks about what works, what doesn't work, and why. With a strong section on testing ... the middle name of the direct marketing discipline. These pages hold some especially good stuff.

Being a writer, Alan leans toward copy as the driving force in DM. He tells a funny story of being hired as a copywriter - and then being told he didn't know how to write. The agency wanted him because he did know how to think. Which is a good first step - thinking!

Alan is a creative guy. His fourth section is titled Creativity and Direct Marketing. In it he shares why direct marketing must be creative. The power of the "big idea" ... which I would EnJoy chatting with him about. As often the "big idea" is not what is needed ... sometimes an old idea revisited works just fine! At least I think so.

There is a great section on how you use features and benefits creatively. The part psychology plays in getting a response. And ends with 12 proven techniques we can all use.

Section five is The E-Volution of Direct Marketing - which is fitting, as it brings us to today. And what is happening in this decade. Now. I especially like his review of that now famous word "permission" - because Alan takes it to another level - participation. Which is really much more important to those of us in the DM world.

The book closes with 101 Ways To Improve Response ... a collection that Alan, over time, gathered of things that work. It could be you'll copy these pages - if not others - and refer to them until you know them by heart. They are that good.

Well, are you sold? Need a copy of Pushing the Envelope? Send your request to Alan Rosenspan, E-Mail: ARosenspan@aol.com ... and visit his web site: www.AlanRosenspan.com.

News and Views from Richard P. Gee

Something close to an eon ago I met Richard.

In his home country of New Zealand.

Richard issues an every so often Electronic-newsletter. A few weeks ago my Sunday morning E-box received his thoughts on the wrap-up of 2001. And his outlook for 2002. I think his thinking is outstanding ... and with permission from Richard am including his full collection of ideas for this new year.

The outlook for 2002? I believe 2002 is going to be a really tough year, we're going to have to work harder to build purchase decisions from customers that we sell to, and marketing strategies are going to have to reward customer loyalty, and encourage customer relationships better than before.

I don't believe in the word "recession", I believe we going to have an "attitude" year. This means that those companies that get in behind their sales team and their marketing team, and positively reinforce the ego, encourage initiative, reward success, will be able to achieve market share growth. And if you don''t, you''re going to lose market share, lose profits, and generally have a ho-hum year.

With economies in this part of the world running in 90 day quarters, it''s important that you focus on 90 days at a time, maximising every strategy that you can to communicate to your customers, tell them of how wonderful it is to have their loyal business, and make sure that your sales team effectively cover the customer base.

Among strategies that I believe will help businesses is to put back the receptionist - put the press button 1, press button 2, press button 3 system out to pasture - put a human face back on your business.

Another strategy will be to make sure your sales team call at least once on all of those C and D category clients who you've been telemarketing and sending mail to. They will be feeling neglected, and during 2002 will walk if you don''t make a contact.

With the release of Viewphone, that is the visual LCD screen of the head and shoulders customer service person, it''s important that you provide training in visual face-to-face communication skills for your inbound/outbound telemarketing staff, and also your customer service team. The fast growth of Viewphone, accentuated by being able to put voice communication over the Internet, along with a visual, will enable companies that embrace this new technology to increase their customer service ability to add value to sales, to sort out problems faster, and most of all to make more sales because you will add that vital face-to-face human ability to help people make informed buying decisions.

There are some very attractive little phone units around with small LCD screens on them, complete with a digital camera -- this is going to be the new technology for 2002.

In your marketing strategies, you really need to seriously think about the P.R. activities that you undertake to promote your brand, the good works, and your products and your services. If you haven't already got a P.R. consultant on board, you need to be interviewing and selecting P.R. consultants based on their knowledge, their media contacts, and their past experience with other clients.

A good P.R. consultant, or perhaps a marketing consultant with good P.R. links, will do wonders for your business in 2002 by constantly keeping the media and other news organisations informed with the right information, and portraying the right message.

Marketing plans will be more short term focused, that is if they are not already short term focused. Long term strategy plans are much harder to implement, and people lose interest very fast in trying implement these long term plans.

Who knows how long the effect of this war on terrorism is going to last, on buyer decision making. You will need to continually focus your team''s effort on customer relationships, talking about your products and services rather than world war events.

Another strategy will be to make sure that your key staff are being rewarded, not only financially but also in recognition, job satisfaction, job challenge, as a way of making sure that your return on investment is retained. I believe there will be less job changes, people seeking new careers paths, as most salespeople and customer service people will be concerned about maintaining their positions and their income and their lifestyle.

We will continue to see fallouts from the web e-commerce companies, and this will bring onto the market some interesting, high calibre, motivated, innovative people that will now be looking for established structures to use their talents in. Your organisation could be that established structure to take on new growth people.

Continuation of the trends towards more service orientated businesses, where services are contracted out to speciality service organisations or new innovative solutions are provided through services.

Some interesting consumer trends, with continued movement more towards organic foods and organic-sourced foods, plus the health drinks becoming more mainstream, as we continue to look after the healthy body/healthy mind concept.

The great growth in computer technology will be around voice technology over the Internet, and Viewphone, with tremendous growth in the Palm Pilot small handheld accessible information and portable data entry.

Sales force automation will continue to expand to more and more industries, direct entering details and data at the point of helping the customer make their informed buying decision, and then transferring that data while on the move, to make sure services and products are provided promptly.

For New Zealand, this 2002 being an election year, will mean that we will have 3 good quarters of trading, and then the last quarter will be upset by the run-up of 5-6 weeks before an election when businesses stop making decisions.

In Australia, the big drive for 2002 will be to make businesses more competitive in their internal economy, and also to look at the high cost of labour as businesses strive to become more competitive.

South East Asia will see more control by domestic companies and home-grown companies, as they strive to increase their sales revenue rather than waiting on major international groups or corporates to provide them with new industry. A big opportunity for New Zealand and Australian companies to provide innovation, technology, and solutions that can be input within these growing business areas.

A country whose economy is growing very fast is Vietnam. It is more than just a low labour source, its quality is vastly improving, its opportunities to grow businesses fast is being helped by an interesting commerce-run government that appears to be modeling itself on the successes of Singapore 20 years ago. If Vietnam can catch up using the same models that Singapore has successfully implemented, it will have a faster economic growth than much larger economies such as China.

China continues to be an exciting source of business development, providing you can cope with the many methods and skills of doing business. Often overlooked is that China is a nation of small to medium businesses.

Many companies have recognised the importance of developing strong relationships with South East Asia, and it certainly is a very similar place to use New Zealand and Australian selling style techniques of getting to know the people first, then qualifying and building the quality image of your company, then introducing your products and services.

2002 is going to be a good year for those people who sit down and plan and work at it. Make sure when you review your business plans in January/February, that you think of actions that you can take to build your business.

For more about Richard Gee visit his web site -- geewiz.co.nz , or send him an E-mail ... richard@geewiz.co.nz.


Again, as with every issue of The Works of Marketing with Ray, a thought from the worlds most quoted philosopher ... Anonymous.

This quote was expressly selected for this E-zine. As I think it plays off all the knowledge available in the book by Alan Rosenspan. I give thanks to Alan for sharing.

You may wish to do the same.

"Who does not thank for little will not thank for much"

"Quotes with Direction" has been a part of my web site collection from day one. If you like quotes visit the archives ... www.rayjutkins.com/quotes/. There's a new batch up every 4 weeks.


Knowlege-Bytes on the radio

Recently I enjoyed the opportunity to do a "live "WebCast radio prorgram from Orlando, Florida.

The event was Corporate University Week - sponsored by HRevents. My client, Quest Consulting & Training Corporation, out of southern California, hosted me from their exhibit booth. Where for 5 hours a day we brought news and stories from the conference to the world. The program was full of interviews with keynoters, seminar leaders, exhibitors and attendees - 25 people over 2 days.

If your world includes Human Resource Development, as well as Marketing, you may find listening to pieces of the nearly 10 hours of archived material worthwhile. Visit Knowledge-Bytes.com for the full story and complete webcast schedule. And "click" on those interviews most interesting to you.

The Works of Marketing with Ray INDEX

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