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

November 12 , 2002 • Volume 2 Issue 23

Hit the Road Web Sites

One day way back when I meet the team that is now Affinity. A fine group.

You may know they have a collection of motorcycle and other sport magazines. Yet, they are best known for their recreation vehicle organization, clubs, magazines. The Good Sam Club, with a million plus members, is their premier property.

And, do they have web sites! Let's take a look at only the eight in the RV group ... beginning with www.goodsamclub.com.

The club exists to make travel safer, less expensive, more enjoyable. This site will help you stay connected - no matter where in America you travel. You can join the Club or renew your membership. Check the calendar of events being offered country-wide. Apply for the free RV routing service. And while you're on that trip, the Emergency Road Service program. Plus, make campground reservations. Even read current issues of the magazineHighways.

If you don't have an RV and want one, the free site www.rvsearch.com could be for you. Or, if you have an RV and are selling, you just may find a buyer in the nearly 4 million shoppers who visit these pages.

This is the world's largest buy/sell marketplace - certainly the largest in a single location. Some visitors are browsing ... some are buying ... and you need only one! Whatever your need, you'll find independent owners and dealers with listings. Plus, price guides, information on financing, insurance and road service.

Overall RV information is available from www.rv.net. Keep in touch news on various clubs and special events, on RV publications, accessory and product updates, and a wide variety of other services is offered.

A discussion board for RVers to review topics important to them is available. The ability to plan your next trip online. Electronic post cards - to stay in touch with family and friends. You can enter a number of contests and sweepstakes ... something many RV owners play with great vigor. You can buy the products you read about. And you can get free quotes online for RV/Auto Insurance and Continued Service Plan.

The world's largest retailer of RV accessories, supplies and services is Camping World. For decades people have been going to their retail locations and using their paper catalog to find what they needed. Now you can visit them online @ www.campingworld.com.

CW plays no favorites - they supply to all brands and types of RVs. To encourage multiple product buys the "Quick Add" feature allows buyers to put more and more into the same shopping chart. The day I looked they had a special flat $1. shipping fee - no matter your order size. Plus, every day, all is offered with the same 100% Satisfaction Guarantee and No Hassle Refunds & Exchange as in their stores and with the catalog operation. Something those of us in direct marketing expect. And appreciate.

To keep their buyers in touch - they in stay in touch with a special Camping World Events Calendar.

Trailer Life Magazine andTrailer Life Directory each have online sites;www.trailerlife.com andwww.tldirectory.com. For America's #1 RV magazine, the online pages are an up-to-the-minute view of what the magazine does each issue for its' 500,000 monthly readers. For the directory, the message is similar; the latest information on 15,000 listings from across the land.

Trailer Life the magazine includes technical tips and trouble shooting ideas. Profiles of various rigs, and tow ratings. Of course, since travel is the word of those trailering, destinations and travel resources are prevalent.

Subscription services are available ... as is customer service.

If you're into RVing, you know a directory is almost a "bible". Can't think of anyone I know with a rig who doesn't have at least one directory. Many have several. The Trailer Life online Directory does what the paper version does - and more. Most conveniently, there are "hot links" to hundreds of campgrounds and attractions. With immediate today pricing.

For those most active, Gold Membership provides member-only access to 1000's of Good Sam discount locations, a special Tech-Tip database and the Trailer Life Rating system.

If you don't have a trailer, instead a motorhome, www.motorhomemagazine.com is your answer. It supports the 300,000 dedicated to the paper version ... with expert vehicle, travel and technical information.

Previews and road tests of new models is a regular feature. As are RV destination ideas and reports. Easy-to-understand technical advice is popular. Subscription services and special offers are included. Easy, safe, fun is the focus of the magazine ... and this site.

Woodall's is a traditional name in the camping and RVing world. They've been around a long time - they've earned a top spot in the hearts and minds of many. With their history, today www.woodalls.com can offer something to the first timer, as well as the most experienced RVer.

The web site has many interesting and helpful articles. A thorough listing of RV parks, tent campgrounds, RV dealers and service centers, places where you can rent (a hot "new" service within the industry), special attractions and other events. Another feature allows you to exchange ideas and information with others. And ... you can shop online at the bookstore.

Well, that's it. Eight web sites from the Affinity Group of companies, expressly targeted to the camping, recreation vehicle and trailer world. EnJoy.

A Baker's Dozen: 13 Platinum Listening Ideas

Education spends more time teaching reading and writing than any other skills.

Which is good ... the worlds people all need to read and to write.

Yet, from my very unscientific and still thorough study, close to zero time, or money, is invested teaching how to listen. At least at the school level. Anywhere on earth. Anywhere! It is "assumed" if you hear, you listen. Wrong!

Let's define listening. It has three steps;

For the rest on Listening, "click" www.rayjutkins.com/baker/baker50.htm.

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.

Thank you!

. . . another loose thought

The lead article in this issue is about travel.

And so is this.

www.99percenter.com is a web site for bikers. As their announcement ad in a major Harley magazine says " ... a clan of men and women who are of a like mind about their lifestyle."

And what is that lifestyle? To be a law-abiding biker ... "I will strive to improve the way motorcyclists are seen ... I will stay involved in politics ... I will continue to vote ... I am brotherly and sisterly to my fellow bikers no matter what they ride or wear ... I'm in the majority!"

Well, you know I ride. And love it. Many of my social and business friends ride. And this non-club of 99%'ers is out to keep the good guys on top.

No matter your view of bikers - if you ride or not - you may find this site interesting. From their point of view, if nothing else.



Business Week has a reputation as a quality publication.

If you're not a regular reader you get to enjoy these words. If you are a regular reader, you get to enjoy them a second time. From an Anonymous quote in BW;

"A What's man's best friend (besides the dog)? The wastebasket!"

"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.

Magic Marketing Minutes

6 Ways to Make Your Direct Mail Personal

Frequently our Direct Mail letters are not totally "personalized".

We don't always know the name of the person we are writing to. We are writing to a title. Or, we are writing to a large audience in which a number of different people might be our prospects.

How can we make our printed, less personalized, letter look more personal? Here are 6 ideas:

  • First, use an exact date. A very specific date. November 12, for example. When mailing first class, usually an exact date works. Or, another idea is to use a specific day of the week. Simply put the word "Tuesday" on all of your mail. No date, just the day, "Tuesday". It works. Try it.
  • Next, use a personalized salutation. Such as Dear Boating Enthusiast. Dear Kindergarten Teacher. Dear Association Executive. Or similar. It lets your audience know you know a little bit about them.
  • Indent all of your paragraphs. Most people indent 5 spaces ... but whether it's 3, 5 or 7, indent your paragraphs. Why? Because it pulllllls the eye in, and makes them all easier to read.
  • Use short paragraphs. What's short? No more than 7 lines. I did not say sentences ... I said lines. No more than 7 lines of copy per paragraph. Why? Because it's easier to read.
  • The fifth point is the close. Close quickly. Say what you want to say in summary and S T O P !
  • Lastly, have a P.S. Always have a P.S. Why? Because 4 of every 5 people who open your Direct Mail package will read the P.S. before they read your letter. Have a P.S.

And, write personal Direct Mail.

"Learn like you'll live forever."

A quote from Mahatma Gandhi. And something I live by.

Planning ahead - I'll be at Direct Marketing Thailand August 2003. Learning & speaking. You may wish to be there too. "Click here" for the early news; DM Thailand 2003!

The Works of Marketing with Ray INDEX

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