2003 Volume 3 Issue 17
DM Industry Talks to Itself
in Do-Not-Contact Debate
Ken Magill is the iMarketing News Editor.
I met him years ago - and stay in touch, because his writing is so "on".
This article from Ken is old. First written July 7 ... 90 days ago. Yet,
it is as current as today ... October 7. This is the other side of what
I shared in this space with the September 23 issue of this E-zine.
The key paragraph is highlighted ... as what Ken says it so true.
Here's an alarming scenario: Half the U.S. population signs up for the
Federal Trade Commission's do-not-call registry by the time it takes effect
in October. The other half gets slammed with the remaining telemarketing
calls, prompting them to sign up for the registry as well.
As a result, by next winter phones go commercially silent. Family dinners
go uninterrupted. Ahhhhh, no more telereps on my phone using riveting opening
lines such as, "May I speak with Mr., ah, Ken ... Mah-Gull?"
Did I say alarming? Only if one is in the telemarketing industry.
The problem for direct marketing's proponents is convincing people that
some level of intrusion is worthwhile because of the good it does for the
economy and, therefore, society. (To those who don't think marketing is
good for society, save the angry e-mails; my moron quotient is filled this
week ... if you would like to contact Ken you can do so at firstname.lastname@example.org)
The more intrusive the channel, the more difficult the task becomes.
Telemarketing has clearly failed as an industry to convince consumers its
activities are beneficial enough to outweigh the accompanying annoyances.
As a result, the FTC begins enforcing its no-call list this fall and will
be able to fine violators up to $11,000 per call.
Tim Searcy, executive director of the American Teleservices Association,
admirably made the rounds arguing telemarketing's case on television two
weekends ago when the do-not-call list became available to the public. The
following is an excerpt quoting Searcy from a transcript of political talk
"Telemarketing employs 6 and a half million people; 2 million people
will be put out of work due directly to this legislation — this regulation.
And telemarketers provide a low-cost, inexpensive and efficient means by
which to get competitive-priced goods and services. When you eliminate that,
you eliminate competition; it costs more to get goods and services in any
place that you go."
When asked why it's not beneficial to direct marketers for consumers to
self-select off telemarketing lists, Searcy said, "Consumers can only
determine if they like an offer or don't like an offer once they receive
it. Simply stopping the calls before they reach them denies them the opportunity
to have a choice. And [referring to exemptions for nonprofits and political
pitches] the federal government's picking what they can listen to."
Searcy made similar arguments in an interview with CNN's Lou Dobbs. Give
the guy credit for braving verbal tomatoes, but the arguments simply didn't
The problem with Searcy's arguments against a do-not-call list is that
they lack empathy with consumers to whom legislators must answer.
To quote a direct marketing cliché: Every consumer's favorite radio
station is WIIFM (What's in It for Me?).
Now that a national no-call registry is a reality, direct marketing's representatives
should be telling people how it will hurt them to sign up for it — that
is, if such a case can still be convincingly made. The use of predictive
dialing has so polluted the channel with cheap, untargeted campaigns that
consumers have become rightfully enraged.
Why is this topic in an Internet marketing column? Because e-mail, a medium
in which pitches are even less targeted than telemarketing campaigns, is
next. Eighty-three percent of consumers in a recent survey said they would
like a government-sponsored do-not-e-mail registry, according to a release
by market researcher InsightExpress last week.
And while it took a couple decades for a national telemarketing no-call
list to come into being, there will be no such lag with e-mail. Spam is
simply too infuriating, and legislators are on a roll.
So far, direct marketing's arguments against a national do-not-e-mail list
are basically the following: A do-not-e-mail list would be a database nightmare;
only the good guys would use it, and their reputations would suffer as the
bad guys continued to spam; it would be unenforceable because Asian spammers
wouldn't use it; advertising's about new ideas, and, therefore, sometimes
unsolicited contact is necessary.
Who are we trying to convince with these arguments? Other DMers?
Picture your mother, having just deleted 10 spam e-mails offering to enlarge
her penis, watching someone make these points on CNN.
Suddenly, New York Democratic Sen. Charles Schumer's do-not-spam registry
proposal seems far more likely than it did just a couple months ago.
. . . a loose thought from the U.K.
It's impossible to improve upon this.
From DM friend Andy Owen of the United Kingdom. Verbatim, a recent message
from him to each of us;
" Hi playmates--
" Thought you might like these. Some little gems here. As we all know, English
has many versions -- here are a few of my personal favourites --
In a Bucharest Hotel Lobby
The lift is being fixed for the next day. During that time
we regret that you will be unbearable.
In a Paris Hotel Elevator
Please leave your values at the front desk.
In a Belgrade Hotel Elevator
To move the cabin, push button for wishing floor. If the
cabin should enter more persons, each one should press
a number of wishing floor. Driving is then going
alphabetically by national order.
In a Hotel in Athens
Visitors are expected to complain at the office between
the hours of 9 and 11am daily.
In a Yugoslavian Hotel
The flattening of underwear with pleasure is the job of
In a Japanese Hotel
You are invited to take advantage of the chambermaid.
In the Lobby of a Moscow Hotel across from a
Russian Orthodox Monastery
You are welcome to visit the cemetery where famous
Russian and Soviet composers, artists, and writers are
buried daily except Thursday.
In an Austrian Hotel Catering to Skiers
Not to perambulate the corridors in the hours of repose
in the boots of ascension.
On the Menu of a Swiss Restaurant
Our wines leave you nothing to hope for.
In a Tokyo Hotel
Is forbidden to steal hotel towels please. If you are not a
person to do such thing is please not to read notis.
On the Menu of a Polish Hotel
Salad a firm's own make; limpid red beet soup with
cheesy dumplings in the form of a finger; roasted duck
let loose; beef rashers beaten up in the country people's
Outside a Hong Kong Tailor's Shop
Ladies may have a fit upstairs.
In a Bangkok Dry Cleaners
Drop your trousers here for best results.
Outside a Paris Dress Shop
Dresses for street walking.
In a Rhodes Tailor's Shop
Order your summers suit. Because is big rush we will
execute customers in strict rotation.
A sign posted in Germany's Black Forest
It is strictly forbidden on our black forest camping site
that people of different sex, for instance, men and women,
live together in one tent unless they are married with
each other for that purpose.
In a Zurich Hotel
Because of the impropriety of entertaining guests of the
opposite sex in the bedroom, it is suggested that the lobby
be used for this purpose.
In a Rome Laundry
Ladies, leave your clothes here and spend the afternoon
having a good time.
In a Czechoslovakian Tourist Agency
Take one of our horse-driven city tours - we guarantee no
Advertisement for Donkey Rides in Thailand
Would you like to ride on your own ass?
In a Bangkok Temple
It is forbidden to enter a woman even a foreigner if dressed
as a man.
In a Tokyo Bar
Special cocktails for the ladies with nuts.
In a Copenhagen Airline Ticket Office
We take your bags and send them in all directions.
In a Norwegian Cocktail Lounge
Ladies are requested not to have children in the bar.
In a Budapest Zoo
Please do not feed the animals. If you have any suitable
food, give it to the guard on duty.
In the Office of a Roman Doctor
Specialist in women and other diseases.
In an Acapulco Hotel
The manager has personally passed all the water served
From a Japanese Information Booklet about
using a Hotel Air Conditioner
Cooles and Heates: If you want just condition of warm in
your room, please control yourself.
From a brochure of a Car Rental Firm in Tokyo
When passenger of foot have in sight, tootle the horn.
Trumpet him melodiously at first, but if he still obstacles
your passage then tootle him with vigor.
Two signs from a Majorcan Shop entrance
English well talking. - Here speeching American.
... and one more Idea
An eon ago Burt Dubin came into my life. And has stayed. We continue to
One area of common ground is we're both speakers. And, Burt is a "teacher" ...
working with professionals helping them grow to masters - as well as new
comers just breaking in to the speaker business.
To learn more about what Burt might offer you, visit his exclusive resource
and most interesting web site. Plus, you may wish to opt-in for
his FREE E-zine. It's easy - surf to www.SpeakingBizSuccess.com and take
Or send an E-mail to email@example.com.
"It IS What's Next!"
It's become known as "the story".
I've shared it with a number of health care organizations, a database
marketing business, a direct marketing firm, a publishing organization,
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 40-60 minute program, I'll give you this
different, interesting, meaningful, warm and true action presentation.
If you want a half-day
interactive seminar, that can happen, too. For your club. Your company. Your
organization. Your association. Your school or University. 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.
Interested? Visit the web site @ It IS What's
And E-mail me Ray@RayJutkins.com
and let's make it happen. I look forward to hearing from you. Soon.
The Baker's Dozen Collection
13 Web "DO's" for 2003 ... and
In 1999 I pulled together a collection of "Do's and Don'ts" for
your web site.
It's time for an update.
For the vast majority "business as usual" is still happening.
And will. For a while
longer. Oh, sure, the web is becoming more important - it has not taken
My earlier article said this:
" . . . in less than half a generation -- 10 years from the time the
Web really took off, you had better be in line. What I am saying
is if you are not involved with the Web as a marketing and business
tool by 2004, or sooner, you will be leaving money on the table."
Generally, I still believe this. Yet, before I begin this laundry list ...
a side note: Some of you reading this should NOT have a Web site!
For the rest of this outRAYgeous thought, "click" www.rayjutkins.com/baker/baker51.htm.
... another Idea
New business friend Gerry Sacks of Houston, Texas sent me here. It turns out
this leading information
resource from the financial world offers a
collection of marketing & sales ideas. Still, no matter your business, you
will find good material here. Offered by 80+ experts (including me!)
... visit ProducersWEB.com
In keeping with our serious lead article from Ken Magill, this from
"Success is a marathon, not a sprint."
"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
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 Direct Mail package.
Obviously, you want your Direct Mail 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
Your teaser copy should do one or more of these 3 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 your audience.
... 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.
3 ways for you to develop good teaser copy for your Direct Mail.