April 29, 2003 Volume 2 Issue 44
A colorful follow-up
Color plays such a part in our life, every so often I write about it.
How it affects our public and private image, awareness levels of our marketing and advertising, the place it plays in positioning in sales promotion and merchandising.
Biz friend Marcia Jackson of the Lawrence Research Group shared these words about color. They come from the worlds' most famous philosopher, Anonymous. I pass them along to you;
Once upon a time the colors of the world started to quarrel. All claimed they were the best. The most important. The most useful. The favorite.
Green said: "Clearly I am the most important. I am the sign of life and of hope. I was chosen for grass, trees and leaves. Without me, all animals would die. Look over the countryside and you will see that I am in the majority."
Blue interrupted: "You only think about the earth, but consider the sky and the sea. It is the water that is the basis of life and drawn up by the clouds from the deep sea. The sky gives space and peace and serenity. Without my peace, you would all be nothing."
Yellow chuckled: "You are all so serious. I bring laughter, gaiety, and warmth into the world. The sun is yellow, the moon is yellow, the stars are yellow. Every time you look at a sunflower, the whole world starts to smile. Without me there would be no fun."
Orange started next to blow her trumpet: "I am the color of health and strength. I may be scarce, but I am precious for I serve the needs of human life. I carry the most important vitamins. Think of carrots, pumpkins, oranges, mangoes, and papayas. I don't hang around all the time, but when I fill the sky at sunrise or sunset, my beauty is so striking that no one gives another thought to any of you."
Red could stand it no longer he shouted out: "I am the ruler of all of you. I am blood - life's blood! I am the color of danger and of bravery. I am willing to fight for a cause. I bring fire into the blood. Without me, the earth would be as empty as the moon. I am the color of passion and of love, the red rose, the poinsettia and the poppy."
Purple rose up to his full height: He was very tall and spoke with great pomp: "I am the color of royalty and power. Kings, chiefs, and bishops have always chosen me for I am the sign of authority and wisdom. People do not question me! They listen and obey."
Finally Indigo spoke, much more quietly than all the others, but with just as much determination: "Think of me. I am the color of silence. You hardly notice me, but without me you all become superficial. I represent thought and reflection, twilight and deep water. You need me for balance and contrast, for prayer and inner peace."
And so the colors went on boasting, each convinced of his or her own superiority. Their quarreling became louder and louder. Suddenly there was a startling flash of bright lightening thunder rolled and boomed. Rain started to pour down relentlessly. The colors crouched down in fear, drawing close to one another for comfort.
In the midst of the clamor, God began to speak: "You foolish colors, fighting amongst yourselves, each trying to dominate the rest. Don't you know that you were each made for a special purpose, unique and different? Join hands with one another and come to me."
Doing as they were told, the colors united and joined hands.
God continued: "From now on, when it rains, each of you will stretch across the sky in a great bow of color as a reminder that you can all live in peace. The Rainbow is a sign of hope for tomorrow." And so, whenever a good rain washes the world, and a Rainbow appears in the sky, let us remember to appreciate one another.
This is a "credit others" edition of The Works of Marketing with Ray.
Next is Bruce Woodward, long time business friend from McMurry. Although McMurry does many marketing "things", they are focused on custom publishing. A leading firm in that industry.
Bruce shares this collection of definitions about our marketing industry. EnJoy!
Several people asked for an explanation of Marketing. Perhaps the following analogies will help clear it up:
You're a girl. You see a handsome guy at a party. You go up to him and say "I'm fantastic in bed." -- That's Direct Marketing.
You're at a party with a bunch of friends and see a handsome guy. One of your friends goes up to him and pointing at you says, "She's fantastic in bed." -- That's Advertising.
You see a handsome guy at a party. You go up to him and get his telephone number. The next day you call and say, "Hi, I'm fantastic in bed." That's Telemarketing.
You're at a party and see a handsome guy. You get up and straighten your dress. You walk up to him and pour him a drink. You say, "May I," and reach up to straighten his tie brushing your breast lightly against his arm, and then say, "By the way, I'm fantastic in bed." That's Public Relations. Which is also a good example of why some PR people are known as "whores".
You're at a party and see a handsome guy. He walks up to you and says, "I hear you're fantastic in bed." That's Brand Recognition.
You're at a party and see a handsome guy. You talk him into going home with your friend. That's a Sales Rep.
Your friend can't satisfy him so he calls you. That's Tech Support.
You're on your way to a party when you realize there could be handsome men in all these houses you're passing. So you climb onto the roof of one situated toward the center and shout at the top of your lungs, "I'm fantastic in bed!" -- That's Spam.
Marketing is one of those broad based career fields that mean different things to different people. To the above definitions we could have added something about wearing a sexy dress as Package Design, and there are alot of others as well.
I like to consider that Marketing is one of those things like Agriculture. Means one thing to a Farmer. Means something else to an Environmentalist. Agriculture could mean fertilizer, heavy equipment, livestock or share of market. Come to think of it, so could Marketing -- especially the fertilizer part.
Poetry and I do not mesh well together.
Yet, these words, The EXCITING THRILL of WORK, from Paul Meyer are so powerful, I was moved. And feel the need to share.
Work is PURE JOY!
Work polishes silver and gold ...it refines character.
Work rows "Life's Boat" upstream.
Work weeds the garden and the mind,
Work lifts weights and spirits,
Work overcomes adversity and defeat,
Work is an exciting thrill! Work is the action in motivation.
Work is the breath of life.
Work is the reward for being alive.
Work mines coal from the earth and uncovers diamonds!
Work moves the wings that put the eagles high in the air.
Work brings reality to the dreams of inventors.
Work - intelligent work - has made America the most prosperous nation in the world.
Work, when applied toward a meaningful goal, develops human potential.
It is work that has: Bridged the chasms
...Tunneled the mountains
... Placed the giant communication cables on the bottom of the sea
...Built highways over plains and deserts
...Lifted space ships to the moon
...Built our factories
... Erected our schools and hospitals, and
...Made the scientific discoveries that have made our lives easier and happier.
Work is a way of putting your stamp on what you do - it is your personality - your own uniqueness.
The inspiration created by your work breathes your spirit into each hour of the day.
Only through your work can you contribute to human progress.
James W. Elliott said, "Work is life, and good work is good life."
Work is love in action.
Work, supported by a healthy self-image and a positive mental attitude, multiplies all future achievement.
You can receive more information about Paul J Meyer as well save 20% on his audio tape program The Paul Meyer Collection - visit www.yoursuccessstore.com
Time is a great teacher.
Along with mentors. The boss, fellow-workers. Friends. Just being around students at school, the members of a temple, mosque, synagogue or church, an association or club. A friends company. The competition. The neighbors. Kids. By osmoses much sticks.
My time in sales since age 12, in marketing and direct marketing since graduation, have allowed me to have a few thoughts to share. They're available in a collection of products. And you can own any or all!
There's a book - Power Direct Marketing - into it's 4th printing, the last with a revise tossed in at no extra charge. And an audio tape package that goes well with the book. Plus, a set of video tapes that are true workshop style learning devices. And even a couple of CD's.
Programs on the strategy and tactics of planning. On direct mail. The whole creative process. Database marketing. Customer relations. And more. All available at special 21st century pricing.
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.
My travels the last 60 days have taken me where it's been wet.
The Chamber of Commerce in one city, welcoming us, told us the rain was liquid sunshine. And an answer to prayer - they had been so dry the previous 4-5 years.
Well, April showers DO bring May flowers. I live in the southwest desert ... and that ancient rhyme is true. So this, an Anonymous Chinese Proverb about growing, as we look into the month of May;
"Be not afraid of growing slowly ... be afraid only of standing still."
"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.
"It IS What's Next!"
Already I've shared this story with health care organizations, a database marketing business, a direct marketing firm, a DM association - and several others. And I'm ready to bring it to your group. (Visit It IS What's Next!)
When you have a need for a 40-90 minute program, I'll 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.
ItISWhat'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.
"Stamp Out" Alzheimer's
The last years of my dad's life included Alzheimer's. So, when long time DMer, speaker & biz friend John Jay Daly asked me to include this news - I quickly said "yes".
The US Postal Service is being asked to create a 'semi-postal' stamp to raise funds for the Alzheimer's Association. To fight the disease that affects 4 million Americans. A petition of 50,000 signatures is needed to make an impact.
Will you please help? Visit the donated web site & sign the
Magic Marketing Minutes
Graphics - The Basics
"I can't save this copy!"
This is a quote from an art director. If the copy isn't good to begin with, superior art, photography and illustrations, and other graphic and design elements can't save it. The copy has got to be good to begin with.
Assuming your copy is good to begin with, here are some basic graphic ideas to make it better:
Color almost always out pulls white. Two colors is better than one. And four colors is better than two.
On your reply forms, your applications and coupons, use color and graphics. Illustrations help make it more interesting.
Use upper and lower case in combination. Use very little all upper case type. Why? Because it's hard to read.
The same goes for italics. A little bit of italics is fine ... but paragraphs of it are almost impossible to read. Use it only for emphasis.
Use serif typefaces. Serif are the typefaces with the little feet. They are easier to read. Use serif type styles in your mail packages.
Avoid reverse type. Yes, I know a little bit of it is pretty. But it is almost impossible to read. So, use only a little bit of reverse.
Illustrate with people. People buy from people. Use people in your mail package.
Illustrate rectangularly. Squares. Horizontal. Vertical. Pie-- charts and circles and things round are pretty to look at ... but very difficult to read.
Use captions underneath or beside all your pictures and illustrations. Why? Because for those readers who will just look at the graphics, you must tell them what it is they are looking at.
And lastly, underline the key things you want read. Again, for the skim readers, make it easy for them to read the most important points quickly.
All of these are graphic ways to make your Direct Mail and all your marketing pieces, sales brochures, literature, ads and more ... more readable. Try 'em.
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.