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

Mar 9, 2004 • Volume 3 Issue 36

Hawg Wild Marketing . . .

28 Things to Know about People ... Part I

At an earlier time I penned words similar to this. It is time for a major update.

Marketing and sales is a "people" business.

People make things happen. Quality and service are understood today like never before. And they are each "expected" by people - by your prospects and your customers.

People create quality ... that is what you do in your business every day. People provide service ... you do that in your business every day, too. And know ... what customers expect is super service and "perfect" orders. Every time.

Still, people do "funny" things. Here is a list of 28 things to know about people;

People Point #1. People procrastinate over making "thinking" decisions

If it is going to take brain power you are going to have to write it stronger, say it better and talk straighter, if you expect any action.

You must give your audience a reason ... or several ... to respond - and to respond now. Most don' t want to wait. Although they procrastinate, they don' t want you to do so. And, as tough as it may be, you must help your audience "think" .

People Point #2. People are skeptical of anything new

Of new people. New products. New services. A new offer. A new idea or new way of thinking about or doing something. Many will tell you they want "new" - at the same time they are very afraid of anything new or different or unusual. They prefer the familiar.

Know that people are many times happy just where they are. They like the status quo. If you want them to make a decision in your favor, your message must come with a most believable offer - something that "forces" them to see it as a benefit to them by acting now.

People Point #3. People follow leaders ... people, companies and products that lead. Or, that they "considered" leaders

By definition you are a member of a leadership organization. Made up of people who lead and provide a unique service. Know that most people like to be lead - meaning they really like to follow.

So, if you position yourself, your company, your people - including you the leader - your products and your services as leading, you will be way ahead of the game. And of your competition. You must "act" as a leader if you are to be perceived as a leader. Know that perception is many times stronger than reality.

People Point #4. People refer the comfort of unity - of A Two-Getherness"

Meaning people like to be with other people like them. That' s why every organization exists ... it is a collection of similar people with similar needs in a similar industry. And that' s why groups of any size, shape, dimension, for any purpose or cause, exist. Groups of alike come "two-gether" .

It happens all > round the world. In business. In neighborhoods. Schools are where there are families with kids needing to go to school. Restaurants are located where people need, or want, to be fed. Churches and Mosques and Synagogues are placed where people of that faith live.

Know this about your audience ... they like to be "two-gether" with others like them. What does this say to you? It says relate to your audience.

Oh, the different spelling of "two-gether" ; you and me, you and your customer, are two ... becoming one to succeed.

People Point #5. People are sometimes flat-out lazy!

Sure, all of us are lazy some of the time. It comes with being busy - sometimes we want to not be so busy ... so, we are lazy.

Yet, there appears to be a breed of folk who practice lazy as a habit. Know that when you reach out to your marketplace. Why? Well, when you make it easy to do business with you, you can catch this lazy bunch, too. They'll do business with you because you make it easy to do business with you. You may not change their lifestyle - you can still move them in your direction when you make it easy to do.

People Point #6. People glance at, more than read what you present to them

Even those who ask you to send materials about you, your products and your services, do not read it all. Just know that much of the time your message is not completely read. It, instead, is "looked" at. It is given a glance, only. Sometimes, at best, that' s all it gets.

Know this fact. And then make your writing as easy and comfortable to read as you can. Little things; indented paragraphs, serif type face, large enough type, short sentences, short paragraphs, ragged right margins, eliminate all abbreviations, do not hyphenate any words, eliminate industry lingo.

Instead, write like you speak. With each of these ideas a small tool to make your message more readable. For those who take a quick peek only.

People Point #7. Know that People say; "I don' t understand your message"

Well, is this a surprise? Of course they don' t understand your message ... they didn't take time to read it thoroughly.

What this says is that you must go to extremes to make your message readable (see People Point #6.) so that when it is read, it will be totally understandable.

If your offer and your pitch takes a second and third reading for your audience to get what you are saying, you will loose the prospect, lose the customer, lose the sale. Be clear in what you write from the first word.

People Point #8. And People say; "I didn't ask you to send me this message"

Possibly true.

Yet, what is equally true, is that if you don' t send your best audience your message, and they hear about it from a neighbor or friend or in the office, they will then complain that they didn't hear from you. A catch 22.

So, make certain you message goes to the right people every time. To those who can buy what you sell. To your marketplace. When you do, you are much less likely to hear any complaints at all.

People Point #9. People say "And besides, I've had a rotten day and feel really crummy"

Everybody - including you and me - have a bad day every now and again. Which, of course, has absolutely nothing to do with anything. Especially nothing to do with whether or not they'll talk with you about your products and services.

Complaining is nothing more than an excuse. And not even a "bad" reason for not responding to your offer - which just might make them feel a whole lot better!

Still, people will say they' re having a bad day. So, what do you do? You make your message a happy one. You share good time things with your prospects and customers.

People Point #10. People like grooves and formulas and niches i.e., people like lists. Lists give people something to follow.

Lists of things are important to your marketing success. The 8 point market action plan. The 7 things to know about . The 3 easy steps. The 5 things you need to know before .

When you give your audience a check list of things to know or do or follow, you're giving them directions. And there's a good chance they'll do it - they'll follow your directions, and you'll have landed them.

Know that people want to do what you want them to do - make it easy with a stepping stone process.

People Point #11. People like the feeling of power and control

People want to make their own decisions. They want to feel they are the important one in the mix. That they are the reason anything good happens - and certainly the next good thing.

And, of course, all this is true. These people are your prospects and customers. These people are important. So, let them "feel" like they have all the power and all the control they want.

People Point #12. People respond best to Limited Time Offers . . .

. . . which is most interesting, as LTOs take all the power and all the control away from your prospect, your customer. And returns it to you.

Offers with limits, by number or date or price or size or any limitation, often gain more response than those without. Why? Because a Limited Time Offer is an urge to action. It gives people a reason to take action - now - before the opportunity slips away.

Not every offer can be a LTO ... when it can, your numbers will go up.

People Point #13. People do worry over each decision and each change

Many people do "what if" thinking; "What if I make this decision, this change, and it's the wrong way to go ... what happens next?" Or, "what if I make a decision in one direction and it doesn't work according to plan - what's the next step?"

People worry about going in the wrong direction.

You can take the worry away with a case history story. Or two. With testimonials from your collection of customers. With "live" examples from your experiences. All to allow people to become more comfortable with you.

People Point #14. People do whatever it takes to avoid risks and threats

There are only a very few leading edge people out there ... not many who will make a move to something new or different or unusual before it is proven. Be aware of that ... and be persistent with your marketing message. Know repetition builds your reputation ... which means persistence pays.

Yet, know people do not like to be threatened. You can convince, you can prove it, you can persuade and you can even sell! Yet, never-never threaten.

(The balance of Hawg Wild Marketing & 28 Things to Know about People will be in this space next week.)


There was a time when every religion and philosophy believed in helping others. Today most still proclaim the same - yet, we know it is not so.

The base idea of reaching out is in need of boost. Anonymous says it this way.

"Don't point a finger - lend a hand."

"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!"

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!

A Big Bonus Offer

Full time I'm consulting. Writing. And speaking!

So, now is a good time to tell you about my special BONUS:

When you invite me to speak at your special event,
conference, corporate meeting or association gathering, you get your
choice of 100 FREE copies of either my book, or the audio/booklet
direct mail package titled Magic Marketing Minutes!

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.

In the between time you may find a visit to my speaking web pages worthy of a few minutes of your time. Surf to Power Direct Marketing.com and take a look around. A visit to ItISwhatsNext.com might also be interesting to you. And ... then let me hear from you. Let's work a deal!

... a loose thought

Know You Work In Corporate America If . . .

There are comic strips about life in the corporate business world.

Stand-up comedians make fun of it. Television programming gives business a less than favorable light. Ditto newspapers and magazines.

So let's enjoy some of the " facts" of working in big time corporate America. Here are a few thoughts.

  • You've sat at the same desk for 4 years and worked for three different companies.
  • Your company welcome sign is attached with Velcro.
  • Your resume is on a diskette in your pocket.
  • The company logo on your badge is drawn on a post-it note.
  • When someone asks about what you do for a living, you lie.
  • You get really excited about a 2 percent pay raise.
  • You learn about your layoff on CNN.
  • Your biggest loss from a system crash is that you lose your best jokes.
  • Your supervisor doesn't have the ability to do your job.
  • You sit in a cubicle smaller than your bedroom closet.
  • Salaries of the members on the Executive Board are higher than all the Third World countries annual budgets combined.
  • You think lunch is just a meeting to which you drive.
  • It's dark when you drive to and from work.
  • Fun is when issues are assigned to someone else.
  • "Communication" is something your group is having problems with.
  • Free food left over from meetings is your main staple.
  • Weekends are those days your spouse makes you stay home.
  • Being sick is defined as can't walk or you're in the hospital.
  • Art involves a white board.
  • You're already late on the assignment you just got.
  • When 100 percent of your time means 20 hours.
  • You work 200 hours for the $100 bonus check and jubilantly say, "Oh wow, thanks!"
  • Dilbert cartoons hang outside every cube.
  • Your boss' favorite lines are "when you get a few minutes," "in your spare time," "when you're freed up," and "I have an opportunity for you."
  • Vacation is something you roll over to next year or a check you get every January.
  • Your relatives and family describe your job as "works with computers."
  • Change is the norm.
  • Nepotism is encouraged.
  • The only reason you recognize your kids is because their pictures are hanging in your cube.
  • You have makeup for fluorescent lighting.
  • You read this entire list and understood it.

... 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.

. . . and one more loose thought

Friend Ernie Schell brings you this message.

Direct commerce order management systems have changed a lot recently. The Annual Conference of the eCommerce & Catalog Systems Forum will showcase what's new.

Designed for CEOs and CFOs as much as CIOs and IT Managers, the Conference features Case Studies, Best Practices, Fraud Prevention, attendee roundtables, and an Exhibit Hall. If you want to "compare notes" and "network" with your peers, this is the place to be.

For more details, see www.ecsforum.org. PLUS - get a $50 discount (off the posted price) for each attendee. Just put "RAY" in the "Reference Code" box when you sign up.

Magic Marketing Minutes

How Long Is Long?

There is no such thing as copy that is too long!

Or too short!

Copy is either interesting or uninteresting.

The writers of Genesis told the story of the creation of the World in just 442 words. The government produced a report about cabbage that totaled over 29,000 words. Some very powerful statements are very brief. And some perfectly awful writing is far, far too long.

Copy is not short and it's not long. It's either interesting or uninteresting.

Think of it yourself. What is your hobby? What do you do for fun? What do you or your family do when you go on holiday? What do you look forward to on the weekends?

Now tell me that I couldn't send you a book's worth of information on your favorite subject! Of course I could. And short or long has nothing to do with it.

On the other hand pick a subject you absolutely despise. Something you don't look forward to doing. Either at home or the office. And any amount of communication to you on that particular subject is not interesting to you. You don't look forward to it. And, you certainly aren't going to read much information about it.

Guess what? The marketplace out there is just like you and me. They look forward to getting information and knowledge about subjects they're interested in. They don't look forward to receiving anything about subjects they're not interested in.

What does all this say to you? It says, you better make certain your DM messages go to the right audience. It has a good chance of working if you send it to the right people. It has no chance of working if your message goes to the wrong audience.

And remember: It's not short. It's not long. It's interesting, or it's uninteresting.

The Works of Marketing with Ray INDEX

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