1 , 2002 Volume 2 Issue 17
You can bring "It IS What's Next!"
to your group
I am ready to share this full and exciting program with you. (Visit It IS What's
Next! -- click here.)
And I'm ready to do it today. To book an hour or two to give you this
different, interesting, meaningful, warm and true action presentation.
To your club. Your company. Your organization. Your association. Any group
you have. At any place. At any time. For any reason.
It IS What's Next! is available to you as a Keynote Address.
As a special program. As an opening or closing presentation. As a different
/ unique session.
This event puts everything into perspective. i.e., people are more important
than "stuff", or "things". It demonstrates what is first in life. What
is first in business. It works at home. It works at the office.
Interested? E-mail me; Ray@RayJutkins.com
and let's make it happen. I look forward to hearing from you. Soon.
ChaNge ... ChaRge
The 21st Century is a time of doing.
"Thinking" outside the box is DEAD!
ChaNge is out ... ChaRge is IN!
We're big on names for events, places, times, generations. If I am right
-- and I truly think I am! --ChaNge is out ... ChaRge is IN! What
do I mean? And how does this fact affect marketing?
Let's begin with a name. To go with the attitude of the time. My name
for the generation without a name -- during the first decade plus of what
we are calling the 21st century, is . . .
The ChaRge Society
What does this mean? It's really quite simple. In the Life of your Business
as well as the Business of your Life, people are expecting answers. Looking
for things to happen. Measurement by action. Rewards on results. The ChaRge
Society name fits perfectly.
You may think I've been smoking' some strange stuff to come up with such
a specific marketing conclusion. Not so. Not only have I not inhaled --
I've not even puffed.
What has happened is I've been in the marketplace. Listening. Observing.
Asking questions. Watching. And studying a little history, too.
Management guru Peter Drucker helped. Drucker talks about "information
revolutions" -- big happenings that affected life and lifestyle.
The first was the invention of writing. 5000 or 6000 years ago in Mesopotamia.
And later in China -- completely independent from the earlier effort.
The Maya civilization in Central America also "created" writing
later still. This was the first "information revolution" --
The second was the invention of written books. First in China about 1300
B.C. And independently 800 years later in Greece. Up until these times
"stories" were told, history was shared. Now it was in book
These first 2 revolutions are lost in history. There is little documentation.
We know it happened ... it is tough to prove.
Not so with the third "information revolution". It began when
Gutenberg invented the printing press and movable type. 1450-1455 was
a major time in history.
At the time of Gutenberg, there were as many as 10,000 highly skilled
monks in Europe copying "books". Annual output per monk: 1200-1300
handwritten pages a year.
50 years later, at the turn of the 16th Century, they were all unemployed!
They were replaced by small groups of 10 or so trades people, producing
25 million pages in a year! A true "information revolution".
Today we are in the fourth revolution. Different in several ways. Yes,
cost reduction has allowed a mass spreading of whatever the word is. To
almost anywhere on earth. With speed -- in seconds or less. Most of this
"revolution" is good. This E-zine and web-site is a piece of
this recent history.
Yet, a key element is different; it is no longer "information"
we're sharing 'round the world... it is knowledge! It's
no longer what we have access to -- most of us have access to so much
information we can't get through it all. ItIS what we know
and what we do with what we know.
Which is exactly why ChaNge is out ... ChaRge is IN! Talking about information
is much different than using knowledge. Saying we're going to "change"
is not the same thing as actually doing something. ChaNge is out ... ChaRge
ChaNge to ChaRge began in earnest in 1975. A couple of years earlier
Fred Smith of what we now call FedEx introduced the concept of overnight
delivery. It took hold in the middle '70s.
The next move to ChaRge was the acceptance of fax machines. The history
of fax includes the wireless and telegraph services from the1840's.
The fax machine as we know it today was introduced a century later pre-WWII.
Yet, it took until 1983-84 for it to become a factor.
Third on the list to ChaRge is the WorldWideWeb. Conceived in the late
1960's -- it changed and grew until by 1992 it was obvious something had
happened. By '94 it was "here". The Web came roaring into our
life full bore. ChaNge is definitely on the way out ... ChaRge has arrived.
A while back I spent a week-end at a major university with a delightful
few dozen education marketers. Folks who had a new responsibility of "making
money" serving their audience.
One evening we sat around and rapped. What I heard from a 20-something
had me nail-screeching the greenboard. This young lady said we're moving
too fast with computers. Only the elite and rich and well educated could
afford to participate. And we should "back-up" to let others
After my smoke cleared and I calmed, I shared an example from my two
granddaughters. One just a tad younger than this speaker ... the other
a teen-ager attending a University. Each who communicate with me by e-mail
in a language way ahead of my time at their age.
This pair of young ladies surf the Web on a regular basis. They understand
the difference between information and knowledge -- and most importantly
-- what to do with it. They both use their knowledge in work - and as
a school tool.
We want to stop this? I don't think so!! These kids are a major part
of the early 21st Century business world ... where The ChaRge Society
will dominate. "Who" is key. Meaning it is peoplewho make things
happen. Next, it is the right people - in the right place. And ... the
wrong folks, well they are O U T! Yes, ChaNge is out ... and so are the
people who aren't with it. Those who don't get that ChaRge is IN!
The evolution of Change is no longer enough. Thinking differently is
not the way to achieve. Or grow. Our audiences EXPECT us to do.
To answer their questions, to fulfill their dreams, to provide what we
say and do it on the agreed schedule.
The ChaRge Societyis here. Now. Today.
Nothing is truer than this weeks quote from Anonymous. Cut and save,
post, and send to others. This time it's that horrid word in action -
"Assumption is the grand-daddy of all screw-ups!"
"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
Film is back. If it ever went away.
And the Internet will keep it alive. For a long time to come.
There have been a number of stories this year about "personal documentaries"
as a marketing form. For decades major marketers have mixed product with
movies. Infomercials have been at it since the opening days of television.
The key audience for this "new" marketing medium are teens and twenty-somethings.
Since these groups frequently reject conventional approaches - except
movies. So, a number of full length "product documentaries" have
been created as entertainment. They tell a story ... with a very soft
Most reading this are outside the target audience. Yet, you may have
a target that fits film. And you may wish to think on it.
. . . and another
Games played on a computer is another "new" advertising medium. Video
In 2001 more money was spent on hardware and software related to games
than was spent going to the movies. Advertisers noticed - and are making
a move to tap the potential.
What's the hook for "advergame"? Keith Ferrazzi, President & CEO
of YaYa, a firm that creates these games for clients, answers this way;
"Interactive marketing allows a company to enter into a
relationship with a new consumer right there in the medium."
DaimlerChrysler, Paramount Pictures, AOL, Yahoo, Burger King, Ford and
IBM are all into the action. If you're after the audience who plays these
things, and want to try an alternative to tradition, all you need is $150,000
to get started. Go for it.
Ray's Product Offers
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, or the audio/booklet
direct mail package titledMagic Marketing Minutes!
Everyone can learn.
And those of us who've been in business more than a day and half ...
well, we can learn, too. Many times I find myself being reminded of things
I know ... and forgot. Or at least forgot to use. Knowing and doing are
two completely different things.
Well, just maybe my collection of products is something you - or some
of your team - can learn from.
For details on every product, and to place your order,OR to book
Ray to speak and thus get your BONUS!, visit Marketing Products at www.magicmarketingminutes.com/.
Or fax 1+810+815-2520. For questions on quantity orders phone Ray
Magic Marketing Minutes
Teaser Copy (Part I)
To tease or not to tease ... that is the question.
A big decision you must make is whether or not to use teaser copy on
the outside of your envelope.
Teaser copy is the copy printed on the outer envelope of an Admail /
Direct Mail package. Obviously, you want your Admail to get the greatest
possible response. So, will teaser copy help or hinder you in getting
the response you need?
The only way to know this is to test. When you test here are some things
to consider ...
Your teaser copy should do one or more of these things:
- Explain who you are. Explain what your offer is. Explain what the
benefits will be to the prospect if they respond to your Direct Mail
- Entertain your prospect or customer. Entertain them with something
just a tick humorous. We all know that humor can back- fire. What is
funny to you may not be funny to me. If you elect to entertain, know
- Enhance the product or service you are offering. Many times this works
best when you are upgrading or cross-selling. Or, adding value to a
product or service you are selling to your current customer base.
So, explain who you are, entertain your prospect or customer, or enhance
the product or service you are offering.
Three ways for you to develop good teaser copy for your Admail / Direct
(See this E-zine next week for Part II on Teaser Copy.)