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 21, 2003 • Volume 2 Issue 30

Andrea ... "The Queen of Networking"

And she wrote a book about it.

Friend Andrea Nierenberg is a slight lady with a powerful personality. Soft, and even somewhat quiet ... except when it comes to meeting people. And staying in touch. There she is a whiz ... and "yes", the true "Queen of Networking".

Andrea and I met years ago - in another life. Yet, we've stayed in touch. I'd like to say it was me that keep our east coast / west coast relationship going. That's probably not so. I'm good at reaching out - Andrea is better. She's a five-star toucher.

The book jacket of Nonstop Networking ... How to Improve Your Life, Luck and Career says this;

"Does the word "networking make you cringe?

Maybe that is why you shy away from the very skill that can help your career and your life.

... Andrea reveals unique and easy-to-use strategies for linking up with people in order to achieve mutual personal and professional goals."

And that it does.

Let me get out of the way with what I do not like about this book. I do not like the type face or spacing. The type is all san-serif ... a definite no-no for reading. Everyone knows serif is the typeface for the printed page ... I do not understand why that's such a difficult thing to grasp.

And the spacing is odd. Not horrid - odd. Different. Which can be good. Yet, ... when the lines are almost double-spaced it does not help reading. And when most of the book has justified right margins, it reduces readership even more. Proportional spacing in places and hyphened words other places do make for an easy read.

Okay, enough of that. Very much on the plus side is the layout. There are frequent lists ... one of my favorite things. A list of things to know or to remember or to use. This is good.

Another good are the many side-bar comments included in every chapter. Sometimes they are a list, sometimes a summary, sometimes a new thought. If all you did was read these thoughts you'd find the book worthy. You'd miss a lot ... much of the story telling, the examples, the true flavor. Yet, you'd have the essence of the message Andrea shares.

Early on is a definition of "networking". It is not "getting something from someone else". Nor "using others". Or "coercion" or "manipulation". Instead networking can be defined as "enrichment ... empowerment ... the chance to learn something new ... an opportunity to meet interesting people ... the best method to achieve a professional or personal goal".

And then Andrea says: "The old saying, 'It's not what you know but who you know' is true more than ever in today's competitive world. It is most often the 'who you know' that leads you to the next job, new client, funding for your business, successful project in your company, or whatever you may be looking for in life, professionally or personally."

With this approach - and attitude - it's easy to see this is an upbeat and action book.

For instance, Twelve Techniques to Use When "It's Time to Network" is all action - action about what you need to do.

The word S T R A T E G Y becomes an acronym for another eight things to know and to do.

There are Eight Essential Communication Skills ... beginning with 'smile'. So, this isn't tough stuff - it's a collection of common sense ideas. That I forget - maybe you do, too.

Communication language is reviewed ... as it relates to those of us who learn visually, or auditory, or kinesthetically. With a short list of words that work best with each

Andrea talks about different types of people. Customers, suppliers, neighbors, like-minded people, people you meet by chance, friends, family and how each are important to your life, lifestyle, business and personal success.

If Andrea is anything she is enthusiastic. And full of energy. It is natural she talks about her approach to life - and how you can adapt your approach and still be a top networker. If you're by nature an introvert, you can still live the life you want to live - just do it better.

i.e., Ten Networking Techniques for the Quiet Networker is another list. Your own way - more successfully.

This book is not a text. Yet, it is very much "how to ... ". Meaning, you must do something with it to gain the rewards. Reading it alone won't cut it. So, my favorite summary of everything is this list. Action oriented - sound advice - reasonable - easy to follow ... and it works!

Andrea's 5-step "how to ..." process that works for me goes like this;

1. Meet people - as it's people who make things happen,

2. Listen & learn - it's amazing what you can learn by keeping your mouth shut,

3. Make connections - it works both ways, you connect and you help others connect,

4. Follow-up - just do it ... do what you promise you will do,

5. Stay in touch - and stay and stay and stay ... relationships are built with multiples, not divisions ... "never" stop reaching out.

The prime points come from Andrea. The mini-description from me. Based on what I've learned from Andrea over the couple of decades we've know each other.

I recommend you read this book. It's full of good ideas.

(Andrea Nierenberg's book is available in stores and online, published by Capital Books, Sterling, Virginia. Andrea can be reached by E-mail at AndreaN@SelfMarketing.com.)

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!

. . . a loose thought

Font Sizes & Colors

Several times over recent months I've shared news, stories and opinions about how to ensure what you write for the web at least has a chance of being read.

Many of those discussions had to with serif vs. sans-serif type. This time I'm going to change the topic, yet, stay within the same subject; How to get your writing read.

Size first. For paper, my opinion, based on experience, is anything less than 9 point is unreadable. Good for legal requirements and other nonsense stuff. I prefer nothing less than 11 ... many times 12 or even 13.

Of course, what type determines what size. I say "of course" because I've learned type sizes are like shoe sizes; close, yet all are not alike. Different manufactures use different scales. And they aren't always the same.

How do I know this about shoes? Because twice I've mail-ordered a pair of western style dress boots. The first time I had my foot measured in the shop. I stood on paper, lines were drawn, a pattern cut and the boots came perfect. It was wonderful.

The next time I did not do that ... I followed the instructions in a mail-order catalogue. And the most beautiful, and expensive!, boots ever came - about a 2 size too small. Only with much patience and considerable stretching did they become wearable.

Well, the same theory applies to typeface point size; they ain't all alike! On paper, or on the screen.

A serious study done by Michael Bernard reports that for E-mail and web pages 10-12 and 14 point size are all equally legible. I doubt it! Especially when you get to 14.

Why? Because when I receive an E-mail message in 14 it appears to be S C R E A M I N G at me. No, it is not necessarily in all CAPS (also a screaming sign). It's just so darn big on my laptop screen (I no longer have anything except a laptop), it is overwhelming.

On the other end, 11 is the absolute bottom of the reading ladder. Not 10 ... 11. Have yet to see any typeface, serif or san-serif, where it is easily readable at less than 11. There is a reason 75%+ of the world wear glasses or uses contacts; we can not see! And small makes it just that more difficult. What I do like is 11 in bold - which pumps it up just enough to make a huge reading difference.

If you are not read you will not be understood. And you will loose. No matter how "pretty" you may be.

Now to colors. What appears to continue to be a big problem in both E-mail and on web pages is a screen, or wallpaper, background. It is the same problem that happens with paper ... the background is so strong it overwhelms the type. Making it nearly unreadable.

When you combine a small, san-serif light or pastel typeface, with too many caps and too much italics, all on a dark or reverse background - it frequently is totally unreadable! Paper and on the screen.

What is the answer? Especially for people like me, who recognize we live in a color world. Some things are obvious;

... use light, pastel colors only for background - meaning yellows, pinks, blues and mixes that are faint, probably no more than a 20% screen, (what this says is avoid large amounts of type reversed, no matter the size, paper or on the screen, as it reduces readership)

... know that color deficit readers see red, green, brown & purple in the same contrast as all alike - plus, they have a problem with a large spectrum of color, too. (How big this audience is, is under some debate, yet it does appear the group is larger vs. smaller)

... on the screen, just as with paper, strong contrasts are needed - black or dark navy blue for type on a white, pale eggshell or similar works well - saving the "hot" colors for splash, as an accent or border - i.e., dark on light reads best. (if you think about doing this in reverse, i.e., light on dark, see the first point above)

Although our world is in glorious color, your E messages are to be read. E-mail and the WWW is not an art gallery - it is a library. What this says is text is more important than graphics. Make yours readable.


This is still the "beginning" of a New Year.

So these words of an Anonymous Zen proverb are very much in order;

"The beginner sees many possibilities, the expert few. Be a beginner every day."

"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.

A Big Bonus Offer

Full time I'm consulting. Writing. And speaking!

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, or the audio/booklet
direct mail package titled Magic Marketing Minutes!

For details and to place your product order, OR to book Ray to speak and thus get your BONUS!, visit Marketing Products. Or fax 1+810+815-2520. For questions on quantity orders phone Ray at 1+928+785-9400.

In the between time you may find a visit to my speaking web pages worthy of a few minutes of your time. Surf to Power Direct Marketing.com and take a look around. A visit to ItISwhatsNext.com might also be interesting to you. And ... then let me hear from you. Let's work a deal!

Magic Marketing Minutes

What is it that will make your prospect take action?

Your offer must be perceived as having value to your prospect. Make the most attractive offer you can. The most attractive!

For example:

  • a free catalog ...
  • a booklet with helpful information ...
  • a premium, something related to your service ...
  • a demonstration of your product ...
  • a free survey ...
  • a free estimate ...
  • a special price provided you respond within a limited time ...
  • a special trial offer ...
  • a full and absolutely unconditional money back guarantee ...
  • a buy one/get one free offer ...
  • a volume discount, the more you buy the more you save ...
  • a gift or ...
  • a newsletter -- free 2, 3, or 4 times a year - or like this E-zine, FREE every week!

Your offer must be outstanding. The most attractive you can afford. A very small percentage of your prospects will become your customers. They'll buy from you no matter what you say or when you say it or how you say it.

But the vase majority won't give you the time of day. No matter how good you are or how attractive you may be.

The difference is where it's at. It's where you make it or not. The fence sitters - make your offer to the fence sitters. Win them over to your side.

Do you want me to buy? Make me an offer I can't refuse.

The Works of Marketing with Ray INDEX

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