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

Jan 6 , 2004 • Volume 3 Issue 27

Books on my shelf

There are many stories of books changing lives.

Certainly changing company direction. When a unique or different idea is presented. Or when a personality or business leader gathers their thoughts together and shares them with the rest of us.

My book shelf is filled with scores of such books. I've given them another look. Here's what I will now re-read in 2004;

The Art of Creative Thinking, by Gerard I. Nierenberg - since this is something I'm asked to do every week, if not daily, here is a guide. As thinking creatively is an art. I think I'll begin the year with this book. It just might help make what I bring to my business and life something a wee bit better.

First, Break All The Rules ... What The World's Greatest Managers Do Differently, by Marcus Buckingham & Curt Coffman - long time leaders don't all accept the concept that we have long suits and short suits. And that if we know our long suits, and then work at peaking these peaks, we'll bring more to the marketplace. To business. To life. I do believe it. You will too.

The Third Eye ... Glimpses of the Politicos,by Iqbal Ansari Khan - a gentlemen I met on one of my tours of Pakistan. He and his father were active in local and then national politics. His mother and father were highly educated in a third world country where that was not the norm. In this time of terrorism and middle-east unrest, this book has many lessons to be reminded of.

I Wish I'd Said That!,by Nick Harris - a collection of things we all wished we said at one time or another. Some from politicians. Some comedians. Some historians - some from history. Some serious thoughts ... and lots of smiles.

Power Phrases, Expressions & Closing Questions, by friend Gerald P.R. Sacks - Gerry has collected thoughts and ideas he uses in his high level sales presentations. This is a more serious collection than that above, from one of the countries most rabid citizens - and one of the most successful.

Customer Satisfaction ... How to Maximize, Measure, and Market Your Company's " , by Mack Hanan & Peter Karp - with more self-service, a smaller work force for most companies, and countless un-trained put into positions of customer communication, satisfaction is a huge question mark. This is a "how to..." book that offers specific ideas on how to do it right.

Mind Your Own Business!, by Murray Raphel - I think I can call Murray a business friend from way back. Heard him speak in Sydney, and stayed in touch. This is one of his 10 books. Sharing thoughts about taking care of the customer - a passion for Murray. This book includes Part One: Managing Your Business ... Part Two: Targeting Your Customer ... Part Three: Making The Sale.

Systematic Selling ... How to Influence the Buying Decision Process, by Terry A. Mort - the second best book ever written on selling. A late '70s first edition, it suggests applications that still work in 2004. I like the copy on the jacket; "... the buyer must make up his mind to buy." Well, duh! Still, one of the basics sometimes passed over in the fast pace to make something happen.

How I Raised Myself From Failure to Success in Selling, by Frank Bettger - the BEST book ever on selling. Written in the late 1940's, and still 100% valid today. I've given more copies away than any other book. If you or anyone in your crowd is involved with selling, this is a must read. This "do" book uses Benjamin Franklin's 13 Subjects for living as a platform for selling. A must for everyone who tries to get others to buy what you sell.

The Greatest Salesman in the World, by Og Mandino - story time. Based on life of long ago, with names and places not common in today's language. The 10 scrolls of the book talk success, and how to get there. The message in these 100 pages works no matter the time and place.

Beware The Naked Man Who Offers You His Shirt, by Harvey Mackay - there was a time I thought Harvey was on a personal promotion mission. Today I don't think so. He may have gotten his 15 minutes several different times and ways ... and he earned it. This one talks about doing what you "love", "loving" what you do - and then giving more than expected.

Who Says Elephants Can't Dance?, by Louis V. Gerstner, Jr.- one of the more recent really good books ... that says something. As well as being an interesting read. He wrote it - just like he ran IBM ... from the gut. With teamwork. He talks culture ... and at the same time overcoming tradition. He talks strategy and the turn-a-round. And besides - what a great title!

The Springboard ... how Storytelling Ignites Action in Knowledge-Era Organizations, by Stephen Denning - a wonderful book, received from my story telling coach Karen. About the World Bank in Zambia and how they really became creative. Don't laugh ... they did it! And this book tells in detail how. One of my true favorites.

The Sayings of Chairman Malcolm, by Malcolm Forbes - my dad got me reading Forbes as I entered the University at age 17. 50 years later I still am. Don't always agree ... still, every issue is worthy. This collection is from the pen of the man who made the Forbes empire what it is today. It serves as a reference as much as a read.

Give & Take ... The Complete Guide to Negotiating Strategies and Tactics, by Chester L. Karrass - the man who made negotiation a business "household" word. The word 'compromise' is one I personally do not like. By casual definition it means both sides give something up. Negotiation, instead, means both sides 'agree'. If you want to know this topic this is the author who will teach it to you.

Why They Buy ... American Consumers Inside and Out, by Robert B. Settle & Pamela L. Alreck - there are myths and lies about buying and selling. This book sorts it all out. The USA is the country it is, to a large degree, because of two key elements; choice, and marketing. And you know I like this book when the opening chapter has this as a title; Needs: The Constant Quest for Satisfaction. Needs, not wants or desires ... needs. These guys got it right.

The Great Brain Robbery, by Ray Considine & Murray Raphel - an eon ago Ray and I had offices across the hall from each other. We've stayed in touch. Because Ray always has something worthy to share. And, besides, he's fun. Combined with Murray this book is right. As the jacket says, it is not a "How to ..." . No, it's a "How-Did ..." With cases on sales successes.

In One Day, by Tom Parker - it's amazing what happens in this world every day. This book tells just a few of the happenings - one for every day of the year.

Overcoming The Four Deceptions in Career Relationships, by Dwaine L. Canova - Dwaine is a business friend. His personal and business career has been top of the ladder ... and so is his book. Defining what people say and what they mean. Frequently, not the same thing. With simple stories to illustrate each point. About 75 powerful pages.

The Situational Leader ...the other 59 minutes, Dr. Paul Hersey - a client introduced me, I took the week long class. The book takes study - and is worth it. Just in case you missed the tag line ... the one minute manager this is not! No, instead it is in-depth on how leadership really works. It is more than a single effort - from a single individual. More than a million have taken the training - the book gives you a thorough taste.

Wa Notzt's?, by Walter Schmid - Walter was the man who made the Montreaux, Switzerland Direct Marketing Symposium successful. That's how I got to know him - how I got the book. The title translates to "What will it lead to?" Or "What use is it?" Makes one S T O P ... and think ... doesn't it? Indirectly it is saying sometimes we make more of an issue or event than it is. A short, and good read.

Type & Layout ...How typography and design can get your message across - or get in the way, by Colin Wheildon - this is the book I've given away almost as often as Bettger's, mentioned above. Why? Because in today's computer world few understand what it takes to make copy readable. This book explains the facts of life to get what you write, read.

My Life in Advertising, by Claude C. Hopkins - from an icon in the industry, his book about the industry. A classic from 1927. An autobiographical work, yet, so much more. My copy has countlessunderlines. Your copy will too.

The Mirror Makers ... a History of American Advertising & Its Creators, by Stephen Fox - the title says it. If you're not into history you may think this a boring read. Not so ... if you're in marketing, PR, merchandising, sales promotion, direct marketing or advertising you'll find the creative thoughts interesting. Our marketplace offers the opportunity to sell things to people they didn't know they needed. There are success stories, and other stories, too.

Tested Advertising Methods, by John Caples - another icon of marketing and advertising, and a few of his classic thoughts. That are yet to go out of style. So, this is in my 2004 reading plan, too.

The Greatest Networker in the World, by John Milton Fogg - since Adam and Eve we've been networking. Some do it better than others. The title for chapter 1 is The End. The 15th and last chapter is titled The Beginning. Need I say more?

The Mars Pathfinder ... Approach to " , by Price Pritchett & Brian Muirhead - quality is talked about by all. This story gives it another perspective. With as much photography as text. The story is space age from the Jet Propulsion Laboratory. About doing it right ... as well as " .

Managing By Values, by Ken Blanchard & Michael O'Connor - values is another principle that gets tossed about. Rightly so, with the open big biz disasters of the last few years. This is definitely not the usual Blanchard one minute approach. No, instead, a step-by-step approach to leadership with values at the center.

If You Want The Rainbow ... You Gotta Put Up With The Rain!, by John M. Capozzi - a prolific writer who takes a base idea, weaves a story and makes a point. Here is a business man who enjoyed 13 corporate promotions in 13 years. Who started 16 new companies - each a success. In this book John shares 500 thoughts. Some a full page, some a single sentence - each worth absorbing.

Secrets of Successful Direct Mail, by Richard V. Benson - this man may have had more to do with the industry learning about direct mail than other human. Ever. So, a read of this book, and it's application today, is still a good use of time. I'm going to do it.

Be My Guest, by Conrad Hilton - the story is amazing. The lessons many. Hilton Hotels are places I've spent many a night in dozens of cities and countries around the world. And, as in the Acknowledgments of this book - Mr. Hilton says it is all about people. Isn't that what business - and life - is all about - people?

The E Myth Revisited ... Why Most Small Businesses Don't Work and What to Do About It, by Michael E. Gerber - must admit it took this update to convince me. When Chapter 1 is titled " A Letter to Sarah', I bought in. Yes, this was a 20th century book. Building a small business that works is still very much a need in this new decade.

The 22 Immutable Laws of Marketing ... Violate Them at Your Own Risk!, by Al Ries & Jack Trout - these guys got more ink than any two others on the planet talking about Positioning. And other common sense and useful ideas. Most of their thoughts are things we all know, yet ignore or avoid. These boys have put together 22 "laws" , in a logical order and for a useful purpose .

The Sower's Seeds, by Brian Cavanaugh - one of a series of books from Brian, of inspiring stories for teaching, preaching and sharing. Many of the 100 short messages are from my favorite author - Anonymous. Others from names you may know ... William Jennings Bryan, Earl Nightingale, Zig Ziglar.

Leadership, by Rudy Giuliani, who became a recognized worldwide for his September 11 leadership. This book is not about that event - although, of course it is a piece. This may be one of the most readable books on a topic that can be tough. Agree, disagree, like him or not, this man tells it like he sees it. It will get another thorough read by me.

Discover Your Genius ... How To Think Like History's Ten Most Revolutionary Minds, by Michael J. Gelb - this guy wrote about Leonardo da Vinci, got me hooked, so I came back for more. This time about nine men and one woman who truly changed the world. Plato. Elizabeth I. Shakespeare. Darwin. Gandhi, and five more. A "wow" read.

There are 36 books in this hand selected collection. My objective is to get through each of them one more time by December 31st. One about every 10 days of the year 2004 ... on average. This time next year I'll share my "new" learnings.

a loose thought . . .

Older Than Dirt, Uh?

Some of us are old enough to remember many of these thoughts.

Combined with my book message above, I hope you'll enjoy these words from not so very long ago. Yet, truly, from another era.

* * * * *

"Hey Dad," one of my kids asked the other day, "What was your favorite fast food when you were growing up?"

"We didn't have fast food when I was growing up," I informed him. "All the food was slow." "C'mon, seriously. Where did you eat?"

"It was a place called 'at home," I explained. "Grandma cooked every day and when Grandpa got home from work, we sat down together at the dining room table, and if I didn't like what she put on my plate I was allowed to sit there until I did like it."

By this time, the kid was laughing so hard I was afraid he was going to suffer serious internal damage, so I didn't tell him the part about how I had to have permission to leave the table.

But here are some other things I would have told him about my childhood if I figured his system could have handled it:

Some parents NEVER owned their own house, wore Levis, set foot on a golf course, traveled out of the country or had a credit card. In their later years they had something called a revolving charge card. The card was good only at Sears Roebuck. Or maybe it was Sears AND Roebuck. Either way, there is no Roebuck anymore. Maybe he died.

My parents never drove me to soccer practice. This was mostly because we never had heard of soccer. I had a bicycle that weighed probably 50 pounds, and only had one speed, (slow).

We didn't have a television in our house until I was 11, but my grandparents had one before that. It was, of course, black and white, but they bought a piece of colored plastic to cover the screen. The top third was blue, like the sky, and the bottom third was green, like grass. The middle third was red. It was perfect for programs that had scenes of fire trucks riding across someone's lawn on a sunny day. Some people had a lens taped to the front of the TV to make the picture look larger.

I was 13 before I tasted my first pizza, it was called "pizza pie." When I bit into it, I burned the roof of my mouth and the cheese slid off, swung down, plastered itself against my chin and burned that, too. It's still the best pizza I ever had.

We didn't have a car until I was 15. Before that, the only car in our family was my grandfather's Ford. He called it a "machine."

I never had a telephone in my room. The only phone in the house was in the living room and it was on a party line. Before you could dial, you had to listen and make sure some people you didn't know weren't already using the line.

Pizzas were not delivered to our home. But milk was. All newspapers were delivered by boys and all boys delivered newspapers. I delivered a newspaper, six days a week. It cost 7 cents a paper, of which I got to keep 2 cents. I had to get up at 4 AM every morning. On Saturday, I had to collect the 42 cents from my customers. My favorite customers were the ones who gave me 50 cents and told me to keep the change. My least favorite customers were the ones who seemed to never be home on collection day.

Movie stars kissed with their mouths shut. At least, they did in the movies. Touching someone else's tongue with yours was called French kissing and they didn't do that in movies. I don't know what they did in French movies. French movies were dirty and we weren't allowed to see them.

If you grew up in a generation before there was fast food, you may want to share some of these memories with your children or grandchildren. Just don't blame me if they bust a gut laughing. Growing up isn't what it used to be, is it?

Memories from a friend

My Dad is cleaning out my grandmother's house and he brought me an old Royal Crown Cola bottle. In the bottle top was a stopper with a bunch of holes in it. I knew immediately what it was, but Kati had no idea. She thought they had tried to make it a saltshaker or something. I knew it as the bottle that sat on the end of the ironing board to "sprinkle" clothes with because we didn't have steam irons. Man, I am old.

How many "Memories" do you remember?

Head lights dimmer switches on the floor of the car. Ignition switches on the dashboard. Heaters mounted on the inside of the fire wall. Real ice boxes. Pant leg clips for bicycles without chain guards. Soldering irons you heat on a gas burner. Using hand signals for cars without turn signals.

Older Than Dirt Quiz

Count all the ones that you remember not the ones you were told about! Ratings at the bottom.

1. Blackjack chewing gum

2. Wax Coke-shaped bottles with colored sugar water

3. Candy cigarettes

4. Soda pop machines that dispensed bottles

5. Coffee shops with table side jukeboxes

6. Home milk delivery in glass bottles with cardboard stoppers

7. Party lines

8. Newsreels before the movie

9. P.F. Flyers

10. Butch wax

11. Telephone numbers with a word prefix (Olive-6933)

12. Pea shooters

13.. Howdy Doody

14. 78 and then 45 RPM records

15. S&H Green Stamps

16. Hi-fi's

17. Metal ice trays with lever

18. Mimeograph paper

19. Blue flashbulb

20. Packard automobiles

21. Roller skate keys

22. Cork popguns

23. Drive-in movie theatres

24. Studebaker automobiles

25. Wash tub wringers

If you remembered

0-5 = You're still young

6-10 = You are getting older

11-15 = Don't tell your age

16-25 = You're older than dirt!

"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.

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.


The ancient civilizations, the foundation for those of us kicking around in the "modern" 21st century, cut to the quick with many theories.

For instance, this, an Anonymous Chinese proverb;

"Everyone pushes a falling fence."

"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

A 13-Point Direct Mail Checklist

This checklist will help you make certain your Direct Mail has every chance of outstanding success:

  1. Look at your Direct Mail as your recipient will look at it. Pretend you are they.
  2. Remember your primary objective. What do you want your prospect to do?
  3. Does your number 1 benefit hit your prospect right between the eyes?
  4. And, does your number 2 benefit hit your prospect right between the eyes?
  5. Does your mail package "flow" ... does it look like it all goes together?
  6. Does the package encourage your prospect to open it now? At once? Immediately!
  7. Do you see the letter first? Design your mail to get your prospect to read the letter first.
  8. Does it address the benefits you offer against the needs of your prospect? If there are no needs, there will be no sale ... make certain you address their needs.
  9. Do the graphics support the copy? Do they make the copy better? Do they make it easier to read?
  10. Does your response device include a summary of your full story? If all I have left is your application or response card, do I know what I'm supposed to do?
  11. Is there a reason to reply now - an offer? Something over and above the benefits?
  12. Is it easy to reply? The easier you make it, the more likely your audience will be to respond to your offer.
  13. If you are the recipient as mentioned above in number 1, would you respond?

13 Points for you to think about as you put together your Direct Mail program.

The Works of Marketing with Ray INDEX

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