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

Dec 9, 2003 • Volume 3 Issue 25

Lois Geller says "Thank You"

Lois and I met someplace at sometime way back when.

Specifically, I remember listening to her speak from the same platform at a conference in Stockholm.

Today Lois is the leader of Mason Geller of New York, a full blown DM agency. And ... she is a wonderful person.

As this year ends, she shares ideas that are good for your business and good for your life. This article first appeared in Target Marketing earlier this year. EnJoy!

Thank you for your hundreds of emails, for being my friends, for entering my Pig Flying Contest, for practicing your elevator pitches on me.

For the last year or so, I've been noodling about different ideas for creative in relationship marketing. I included customer service, too.

So much of what I see and hear in both areas is blatantly self-serving, stilted, artificial and sometimes just flat out nonsense. How is it supposed to work?

Then, last month, I got an interesting perspective in a whirlwind speaking tour to Philadelphia, Los Angeles, Woodland Hills, Toronto and New York (where I sat on the dais with Bob Woodward at the DMDNY lunch, and that was the thrill of the month). All while hopping on one foot because I'd broken the other one running for a cab in the rain.

Everywhere I hopped, people stopped to talk about this Creative Corner Column. They asked about the foot, and then sent e-mails with "get well quick" notes.

You are great friends! Over the years, you've responded overwhelmingly every time I've asked you to.

So, I want to thank you very much!

Those words -- thank you very much -- are magical, aren't they?

When you remember to thank someone wondrous things can happen. Like what happened with me the other day in California.

Mike McCormick, our Creative Director, and I were driving from the Book Expo at the L.A. Convention Center to Woodland Hills for a training session, and I was in imminent danger of death by starvation. (That means lunch was 15 minutes late.)

Michael screeched to a halt at a Denny's Restaurant at the corner of Topanga Canyon Road and Burbank Avenue. We had 20 minutes to gobble something down and be on time for the session.

This was the second time I'd ever been in a Denny's. The first time was that morning when we had breakfast on Figueroa and 8th in downtown Los Angeles and got above-and-beyond service. (I'd thought my scrambled eggs were turning purpley-green until the waitress brought another plate over to demonstrate how the blueberry syrup on my pancakes was doing it.)

At the lunchtime Denny's up in the hills, we got our table and when Tim, our waiter, brought the food (fast, fast, fast!), he asked where I was from. We chatted and I thanked him for the quick service. He asked for my business card. In the car, I called Denny's customer service number to tell them about their great waiter. They were closed. Open 9 to 5 Eastern Time. It was only 2:55 out in California. What do Californians care about Eastern Time?

When I got back to New York, there was a nice handwritten thank you note from Tim Tallent, the Denny's waiter out in Woodland Hills. I'm showing you the note here in this article because he said I made his day. He made mine, too. I called Tim to ask why he'd written the note, and he said, " Because I want people to know they're not just a dollar amount to me, that I really like them. I've written to many folks from London, and Italy and they come back and visit."

He had a scrapbook with all the responses he'd received but lost it in a fire. Denny's should thank their lucky stars that they have an employee like Tim! Guess where we'll have lunch next time we're out on Topanga Canyon Boulevard? Tim, a waiter in a huge chain, is undertaking his own customer relationship campaign and doing a great job with his thank you notes.

So why are thank you notes so magical?

Well for one thing, we don't get a lot of them, and the ones we get are usually pretty bland, some of them are even template notes. The best thank you notes are the ones we never expected, like Tim's.

They're not a waste of time and money because they work. People remember the thank you notes, remember the person who sent them, remember the person's company, too.

So it occurred to me that Tim had given me two great lessons. One, just send the thank you notes. Two, don't send them from a company as in " All of us at Joe's widgets want to thank you for your business -- "Send them from a real person at a company.

How do you write a great thank you note? Here are some ideas to consider:

  • Like any letter, make it personal. Make sure you connect with the person immediately. So many letters come into my agency like this--

    Thank you so much for meeting with me yesterday. It was very interesting to learn about your agency and to hear about your objectives-- .blah blah blah.

  • How about this, instead:

    Visiting with you yesterday was a real treat. Mike's a character and your whole staff is so enthusiastic. What a great idea to have the meeting out on your wood deck. Imagine, a wood deck on Madison Avenue! etc.

  • Mention specifics, so it doesn't appear like a form letter.

    When your secretary came into the room, I thought --

Or --

    When Dwain talked about your Ford direct marketing program, it was very close to what we're doing!

  • Let your personality shine through the copy.

    After I left you, I decided to forget about going back to the office. I walked up Madison Avenue to a Starbuck's and, between the latte and biscotti, thought about the new business idea we discussed.

  • Do your homework.

    After our meeting, I visited Knowledge Base's website and found that they're located near my home. So, I am going to follow-up with them. Thank you again for your idea, which is A GREAT ONE.

  • When you're thanking someone for a gift, tell people what you're going to do with it.

    I'm sitting at my desk looking at the beautiful bouquet you sent me. It came in a lovely basket, and now my whole office looks like spring. I'm going to bring it home for the dining room table. Thank you.

Write it by hand if your handwriting is legible. That's what the sales people at Bergdorf Goodman do. If your handwriting's shoddy, type the letter it and print a P.S. or a note on the envelope.

Write thank yous immediately. If people went out of their way to help you, or bought something from you, or gave you a gift or did something that made your day -- write the note asap. Let the wording flow. Make it personal. Think about how the other person feels.

Let me know how your letter writing campaign works out.

You can visit Lois @ www.masongeller.com or E-mail her at loisgeller@masongeller.com.

... a loose thought

Great Truths of Life

Some old thoughts as we get close to the end of 2003.

You may wish to skim the collection. If so, be sure to visit the end. As we are now deep into the holiday season, and you will 'see' smiles - and some Great Truths - that carry us into 2004.

Great Truths Little Children Have Learned

1) No matter how hard you try, you can't baptize cats.

2) When your Mom is mad at your Dad, don't let her brush your hair.

3) If your sister hits you, don't hit her back. They always catch the second person.

4) Never ask your 3-year old brother to hold a tomato.

5) You can't trust dogs to watch your food.

6) Don't sneeze when someone is cutting your hair.

7) Never hold a Dust-Buster and a cat at the same time.

8) You can't hide a piece of broccoli in a glass of milk.

9) Don't wear polka-dot underwear under white shorts.

10) The best place to be when you're sad is Grandpa's lap.

Great Truths Adults Have Learned

1) Raising teenagers is like nailing Jell-O to a tree.

2) Wrinkles don't hurt.

3) Families are like fudge ... mostly sweet, with a few nuts.

4) Today's mighty oak is just yesterday's nut that held its ground.

5) Laughing is good exercise. It's like jogging on the inside.

6) Middle age is when you choose your cereal for the fiber, not the joy.

Great Truths about Growing Old

1) Growing old is mandatory; growing up is optional.

2) Forget the health food. I need all the preservatives I can get.

3) When you fall down, you wonder what else you can do while you're down there.

4) You're getting old when you get the same sensation from a rocking chair that you once got from a roller coaster.

5) It's frustrating when you know all the answers but nobody bothers to ask you the questions.

6) Time may be a great healer, but it's a lousy beautician.

7) Wisdom comes with age, but sometimes age comes alone.

The Four Stages of Life

1) You believe in Santa Claus.

2) You don't believe in Santa Claus

3) You are Santa Claus.

4) You look like Santa Claus.

Success is ...

... at age 12 success is . . . having friends.

... at age 16 success is . . . having a drivers license.

... at age 20 success is . . . having sex.

... at age 35 success is . . . having money.

... at age 50 success is . . . having money.

... at age 60 success is . . . having sex.

... at age 70 success is . . . having a drivers license.

... at age 75 success is . . . having friends.

"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 Next! And E-mail me Ray@RayJutkins.com and let's make it happen. I look forward to hearing from you. Soon.

Thank you!

... 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 burt@speakingbizsuccess.com.


Anonymous continues to get it right ... another marvelous thought. So good, it could be a foundation for the New Year.

"People may forget how fast you did a job ...
they will remember how well you do it."

"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

A FREE Audio Tape for YOU!

Because Ray Speaks ... it is expected he'll have audio and video tapes.

Why? To share with speakers bureaus, meeting planners and others interested in what he may have to say. So "yes", there is an audio tape. And he'll be happy to send you a copy. FREE. No strings attached.

The tape is a selection from several speaking gigs. A few case histories, some "how to..." ideas. And such. About an hour's worth of chatter ... some of it actually very entertaining!

If you'd like you very own copy, send an E-mail to ...
with your complete mailing address.

Your tape will be on the way to you within the day.

Oh, when you have a need for a speaker, and feel a demo video tape could be valuable to you, just ask for a copy. Not much use for video these days - with the Web - still, we'll be happy to forward one to you.

Magic Marketing Minutes

P.S. - P.P.S.

There is no doubt - everyone agrees - the P.S. is one of the best-read parts of any letter. I don't think it is optional whether or not you will have one. You will have one!

Why? Well, from surveys done time after time it has been learned that 4 out of 5 people who open your letter will read the P.S. before they read anything else in the body of the letter. 4 out of 5! With odds like that, you've got to have a P.S.

What should be in a P.S.? Let's start off with what should not be in a P.S.

Don't start a new subject, a new thought or anything new in the P.S. Why? Because if I read the P.S. first and then look for detailed information about that particular subject elsewhere in this package and don't find it, I'm confused.

Okay, what should be in the P.S.? Your P.S. must suggest how you wish your audience to think. Or act.

It must make a recommendation to them. It must tell them what to do. It repeats your telephone number or fax number. It tells them how to fill out the reply form. It repeats a benefit. It repeats the offer. It is a repetition of information contained elsewhere in your mail package.

The P.S. is for those "skim" readers ... those readers who just glance at your package. They read the P.S.

If one is good - why not two. Seriously, why not two? Consider it. If you have two distinct and clear thoughts that need to be repeated, repeat them in a P.S. and a P.P.S.

The Works of Marketing with Ray INDEX

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