24 , 2002 Volume 2 Issue 16
... from Monday, December 17, 2001 B.C.
I'm ready to share this "new" concept with you.
And I'm ready to do it today. To book an hour or two or three to give you
this different, interesting, meaningful, warm and true action presentation.
To your club. Your company. Your organization. Your association. Any group you
A true and "live" message. It shares putting things in perspective.
i.e., first things first. You know, like many of us (including me!) don't do.
At home or the office.
This presentation is about how each of us, in our business lives and personal
lives, will get more out of life when we re-arrange our thinking. When our actions
mirror what we know we should do. Many think one way - act another. This set
is about how to do what we know we should - and do it every time.
Interested? E-mail me ... Ray@RayJutkins.com
and let's make it happen. Look forward to hearing from you. Soon.
Daily I receive a large collection of E-zines.
Many come in plain text ... frequently, of late, more and more arrive
in HTML format. Meaning with graphics. And some few with a Flash option.
I've noticed that even those I look for daily are easier to read in plain
text. They take a shorter time to download - and I get through them quickly.
I look at each summary, decide what to read, and move on.
This is somewhat of a surprise - I thought graphics would enhance the
reading, much as an illustrated letter is more attractive in a piece of
direct mail. And as a support brochure with color and charts and pictures
is more interesting than a black / white Boy Scout flyer touting their
upcoming car wash fund raising event. Not so.
Although Flash is certainly "better" than a year ago, it still
can take a painfully long time to download. Those on a dial-up modem can
testify. Plus, many Flash screens don't permit printouts - which I think
is a negative. You want your marketplace to print your pages - if they
want to do so.
There was a time I received 50+ printed titles a month. Some daily (a
newspaper), some weekly (newsletters and magazines), some twice a month
and some monthly. Some were specifically marketing and sales - the business
I'm in. Some were from associations I belong to. Some were strictly news.
Several were avocation - hobby oriented.
With that many different publications, it's easy to make decisions on
what to read, and when. The reading mail gets prioritized in the same
way bills get prioritized. Some are more important than others. (Side
note; I don't receive 50 printed pubs a month any more ... it's down to
between 12 and 20. Why? Because if your message is not online, I really
have to want it to get a hard copy. I've made the move to electronic.
The number still coming will be reduced further ... when the subscription
runs out I'm not renewing.)
Yes, the E-zine is different. A couple of clients took time over the
summer to evaluate their E-zine. Their electronic newsletter. To decide
if it should remain text, go to HTML exclusively, maybe have a Flash version,
or offer multiple variations. Since this one - mine - the one you're reading
today - is still available only in a text version, you can guess where
Yet, I'm not certain I'm right. Maybe I should be presenting this paper
in HTML. At least as an option. I may make the move in the next few weeks.
May. May not, too. For certain, I'm not moving to Flash.
I am certain of some things. One is I'm certain short paragraphs to introduce
you to the full story is the way to present the message. A headline and
a few words is enough. I don't need to scroll through 3 to a dozen pages
to know what to read. Do it like the newspapers; a headline, a sub-title,
a lead paragraph ... and let me decide. I think this format works best
for most readers.
I'm also certain content, meat, substance is much more valuable than
look. There will come a day when the computer screen is as active as the
television screen, will handle graphics as completely, quickly and with
the same high quality. When that day comes, the rules will change. As
what you do online will compete head-to-head with what happens in broadcast.
Today that is a dream ... even for those of you with cable, satellite
or other high-speed access. It will happen - not for a while.
So, in between time, what do you do? Well, I don't really know. And anyway,
it depends. Obviously, I've decided to stay with text. At least for now.
When you want the full story and "click" for more, you go to
my web site collection. Which presents the message in a clean and easy
to read way - with a simple "printed" look. Since you're this
far in this article, you know that.
Mine also comes without flashing and blinking and dancing "things"
bouncing around as you try to read. No under or over or beside commercials
either - in my case it is not appropriate. For CNN.com, USA Today
and Forbes magazine that is fine. For me it is not. And ... you
can print anything you'd like to print off my E-zine pages, too.
Some time back The Wall Street Journal ran a web design
article titled Keep It Simple. It was about luxury retailers ...
Neiman Marcus, Tiffany & Co. and the like. It talked about how they
address matching their image and merchandise with their web site. Yes,
your web pages are not your E-zine ... I know that. Still, one must compliment
the other, just as the Neiman-Marcus printed catalog must match what is
in the store - and today, what is on the web site.
Bottom line is these upper class merchandisers now go for the straight
forward. At one time Neiman changed the lighting for day surfers, and
those at night. i.e., when you visited during the day the page was bathed
in sunlight ... at night by the moon. They soon learned the customer did
not care. The customer vetoed special effects and animated displays in
favor of an understandable shopping experience.
As Karen Katz, CEO of Neiman Marcus Direct says;
"We know our consumer is not looking for an experiential thin
online. She wants a secure shopping experience, to know that her
credit card information is protected. She wants to find key brands
and the newest trends. And she wants the navigation to be convenient
and the search easy."
It seems to me what Neiman-Marcus has learned is applicable across all
messages. Not just luxury, not just consumer. It can be lower end and
B-to-B, too. Why not ... this is not a game - this is business.
It also seems to me that lessons from successful web marketers, like
Neiman, can be applied to E-zine marketers. The principles are the same.
The goal is the same ... to generate additional positive action that leads
to more profitable business. This universal concept of profit has no limits.
So, what's important? Just because we can add more and more glitz, doesn't
mean we must. Instead, we might want to look at the full picture. Consider
our buyer. Look at the technology from the customer point of view. Think
of the time and money it will take to do this "upgrade', and decide
if it's worth it. And then decide what's best for our audience.
It's more than what we can do. Instead, it's what we should do.
A FREE Audio Tape for YOU!
Because Ray Speaks ... it is expected he'll have audio and video tapes.
Why? To share with speakers bureaus, meeting planners and others interested
in what he may have to say. So "yes", there is an audio
tape. And he'll be happy to send you a copy. FREE. No strings attached.
The tape is a selection from several speaking gigs. A few case histories,
some "how to..." ideas. And such. About an hour's worth
of chatter ... some of it actually very entertaining!
If you'd like you very own copy, send an E-mail to ...
with your complete mailing address.
Your tape will be on the way to you within the day.
Oh, when you have a need for a speaker, and feel a demo video tape
could be valuable to you, just ask for a copy. Not much use for video
these days - with the Web - still, we'll be happy to forward one to
Sometimes negative can be positive. This Anonymous Yiddish Proverb is
such a thought;
"A man's worst enemy can't wish him what he thinks up for himself."
"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.
... another loose thought
The 366 year old post office in Sweden is trying to eliminate mail!
"Our vision is that the hall carpet or mailbox will never be cluttered
with anything but the occasional love letter or invitation to a party."
So says Margareta Chowra from ePostbox, Posten's internet delivery service.
This idea will happen. Yet, it will not be accepted by the masses anytime
soon. A similar service in Canada, now 3 years old, has just over 200,000
customers. And about 90 companies participating. With a population over
31 million, and a million companies, this is nothing. In Finland they
have 130,000+ customers in 20 months. Out of a population that exceeds
5.5 million. The USPS has been playing around in this same arena for some
Your children's children may find this service an every day event. Don't
hold your breath it will happen in your lifetime.
Yep ... I'm Really! Back. Full Time
I'm back on the speaking circuit - full time! Big time. So, now is a
good time to tell you about my special BONUS:
. . . when you invite me to speak at your special event,
conference, corporate meeting or association gathering,
you get your choice of 100 FREE copies of either my book
Power Direct Marketing, or the audio/booklet direct mail package
titled Magic Marketing Minutes!
For details E-mail @ Ray@RayJutkins.com,
fax 1+810+815-2520, or phone me at 1+928+785-9400. Oh, and there
is no fine print!
In the between time you may find a visit to my speaking web pages worthy
of a few minutes of your time. Surf to http://www.powerdirectmarketing.com/
and take a look around. Then let me hear from you. Let's work a deal!
Magic Marketing Minutes
6 Steps To A Successful Admail Package
Here are 6 things that must happen if your Admail is to work:
- Your mail must be noticed. Yes, noticed! Getting your mail in my in-basket
or my mailbox at home isn't enough. I've got to notice it. Maybe by
size, shape, weight, color, or something else. Make sure your mail is
- Then, it's got to get opened. Noticing it isn't enough. There's got
to be something additional to tease me to get inside. Make certain it
looks interesting enough on the outside to get me inside.
- Make certain it is readable. Short words. Short sentences. Easy to
understand. In my language. Totally readable.
- Readable so it is understandable. So I understand your message. Your
offer. The benefits of doing business with you. And why I should respond
now. Readable and understandable.
- Make me an offer I can't refuse. Give me something over and above
features and benefits. A reason to do business with you. Now. And point
- Always A.F.T.O. -- Ask For The Order. Most people don't like to be
sold. But those same people do like to buy. Be sure to let them know
that you want them to buy from you.
6 quick points to make your Admail work better: Noticed, opened, read,
understandable, an outstanding offer, and A.F.T.O. -- Ask For The Order.