Nov 4, 2003 Volume 3 Issue 21
What ever it takes ... this pair does it right
Calgary, Alberta, Canada has given the world more than an Olympic Winter Games and the annual Stampede - a truly marvelous event staged every July.
I know about the Stampede because I’ve attended a couple of times. And I know Keith & Peggy Lawson ... who came out of that fine city. I know them because it has been a joy to work with them through the direct marketing industry.
Let’s return to Calgary. Keith was in the graphic arts business. He learned a lot about printing ... and a ton about computers. If you’re under 35 you have no idea what he did, because the technology of both printing and computers has changed so dramatically since the 1970-80's, it’s not the same business today. Just know Keith knew what he was doing.
A recreation boat importer needed a computer based inventory and control system. He asked Keith to build it ... so the family got green cards and moved to the water of Ft. Lauderdale, Florida. The year was 1982.
Peggy had been a stay at home Mom ... the kids are now big enough that she wants to dive back into business. She took her youngsters to the local YMCA almost daily. The “Y” saw this lady and soon hired her. The Lawson family of 4 settled into life in the USA.
The boat project ended and a construction tile importer project came right behind it. Then a nationwide printer for church bulletins wanted to link their plants together, from Florida to California and all points in-between. Some how the city of Milwaukee came into all of this ... Keith visited there every month, although he continued to live in Florida, and to travel the country.
One day the transfer comes ... and the Lawson’s find themselves back in a climate that has winter. Peggy goes to work with a direct marketing firm. Keith’s job is taking 7 plants to 5 and then to just 3. Which means he worked himself out of a job!
It took a little time, yet Keith comes into the DM field, too. First through an agency. Both Peg and Keith like the field and the people in it ... and get in deeper. Peg becomes active in the Wisconsin Direct Marketing Club ... later Keith is President of the Club.
There are more job changes ... and a family decision has to be made. Do the Lawson’s return to Calgary, go back to Florida ... or move to Arizona. Why Arizona? Well, Keith’s parents had been getting away from the harsh Alberta winters for some time ... they had a home in Phoenix that sat empty half the year. The younger Lawson family could live in it, and give Arizona a try. They moved in the 4th of July week-end of 1992.
The timing is significant - it is H O T in Arizona in the summer time. Hot and dry, as Keith likes to remember. No humidity as in Florida - yet they weren’t really ready for the blast of desert heat that first summer.
There were no pure direct marketing agencies in Phoenix at that time. There was a Phoenix Direct Marketing Association (now the Arizona DMA). Ambassador Leather Goods leader Murray Hall is the president. Bob Hanford is writing copy. Ruth Shea is about. And several other major national characters.
Soon a business develops from the Lawson spare bedroom; with 2 printers and 2 computers networked together. A job for First Interstate Bank goes well ... data work up-front and laser printing on the back-end. The business grows.
It’s time to introduce a piece of Lawson philosophy;
“Whatever you have to do to get the job done - we do.”
I’ve heard this phrase many times during my many visits to The Market Builder, Inc. (www.TheMarketBuilder.com) ... the name on the front door of a real industrial park office/shop building. Not only do they say it - they mean it. And they do it.
Keith says they’ve learned it is the client who is in charge. Always. The client directs what the team at The Market Builder does. And in return the client gets back not only what they expect - they get more.
Well, this approach to business got more business. It wasn’t long and the Lawson home over-flowed with business. The dining room became a lettershop. The garage was full of equipment and served as storage. Peggy says she knew a change was in order when a semi-drove into their residential neighborhood to unload several skids.
The prime business for the Lawson’s has always been data first. Print and lettershop and related services come after data. How to gather it, store it, use it. They’ve gotten so good at reducing waste for clients - especially with postal services - they frequently teach the US Postal Service personnel some of their own programs! They’ve become experts in automation.
Keith and Peggy know traditional direct marketing tools and techniques are still in vogue. Because they still work. So, another of their favorite words is “blending”. There is lots of paper, direct mail, posters, door-hangers, newspaper inserts and such. And there is full E-service, too. This direction as taken The Market Builder deep into the Internet. E-mail services, web services for business, building web sites, hi-speed services ... if it can happen on the web, these guys know how to make it happen.
New services means new people. A brother from Canada joins the business. A son, who isn’t a kid any longer, joins. Other hires come, too.
The Market Builder is growing successfully. I counted 16 significant award plaques and trophies about the conference room. The reason this happens is simple; they do good work.
And, through all of this, TheMarketBuilder.com continues to serve their clients with this same attitude;
“Whatever you have to do to get the job done - we do.”
"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.
. . . a loose thought . . .
What we ALL Should Have Learned From Noah's Ark
1. Plan ahead. It wasn't raining when Noah build the ark.
2. Stay fit. When you're 600 years old, someone might ask you to do something Really big.
3. Don't listen to critics. Do what has to be done.
4. Build on the high ground.
5. For safety's sake, travel in pairs.
6. Two heads are better than one.
7. Speed isn't always an advantage. The cheetahs were on board, but so were the snails.
8. If you can't fight or flee -- float.
9. Take care of your animals as if they were the last ones on earth.
10. Remember - we're all in the same boat.
11. When the doo-doo gets really deep, don't sit there and complain -- shovel!
12. Stay below deck during the storm.
13. Remember that the ark was built by amateurs & the Titanic was built by professionals.
14. If you have to start over, have a friend by your side.
16. Remember that the woodpeckers INSIDE are often a bigger threat than the storm outside.
17. No matter how bleak it looks, there's always a rainbow on the other side.
18. DON'T MISS THE BOAT!
For more, read the whole story starting in Genesis 6. (Yes, that's in the Bible!)
... and one more Idea
An eon ago Burt Dubin came into my life. And has stayed. We continue to swap ideas.
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 a tour. Or send an E-mail to firstname.lastname@example.org.
The Lawson story in this issue, and then thoughts from Noah, are about serious, continuous and hard work.
Anonymous has a thought on the subject, too ...
“Every little bit helps. Every little quit hurts.”
"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 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
Magic Marketing Minutes
Write Your Letter To People
People make decisions, companies don't. People are the actors in everyday life.
They are the drama of the office and of the home. In every organization, in every family, in every association. People is what this business is all about.
In most cases the people you write to, if they are going to respond to your offer, will do so based on the message in your letter. 65% of your response, almost two-thirds, will be because of the copy in your letter.
So, it is very important to be very personal and to write to people.
If you know the name, obviously, use it. Make sure it's correct, it's spelled properly, it has the right title and it's presented in the manner in which your audience expects it to be presented.
If you don't know the name, use an interesting title. Such as:
Dear Tennis Nut, or
Dear Plumber or President or Clerk or Swimmer or Mother or Grandfather or Receptionist or Photographer or whatever is appropriate.
Or, To the Person in Charge of ... and then you fill in the blank.
Write your letter to people!
Be friendly, personal, and kind. To people. One-on-one. The more personal your letter is, the more likely you are to enjoy success.
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.