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 16, 2004 • Volume 3 Issue 37

Hawg Wild Marketing . . .

28 Things to Know about People ... Part II

Last week this two-part series began.

You can review the first half with a "click" to the March 9, 2004 E-zine.

This week's edition picks up where that left off ... the balance of Hawg Wild Marketing and 28 Things to Know about People

People Point #15. People give incomplete attention to your message

. . . which, of course, makes it more difficult for them in their decision making and risk avoidance.

Simply, what this People Point says is people don' t listen, either!

You know they are not reading what you are writing ... now they are not listening to what you are saying. No wonder your marketplace doesn't understand your message. No wonder they don' t get it!

Be aware of this with your audience. And be prepared - in fact, plan - to repeat your message over and over again and again. Until they get it.

People Point #16. People ask lots of questions ... they begin with questions about your offer

The people who can buy what you sell need a reason to do so. That's where your offer comes in. People ask questions about your offer.

You know your offer is over and above features and benefits ... important factors in the sale - yet, not the only reason people buy. So, be prepared with sound reasons ... and answers about your offer.

Think ahead as to what questions you know are important to the buyer - and be ready with answers.

People Point #17.People ask questions about Benefits. The WAM Theory -

What About Me?

WAM equals WII-FM. It means What's In It For Me.

People ask questions about benefits to them. They say "what am I going to gain from buying this product or service from you ... what are the benefits to me, my family, friends - anyone - everyone? And, why now?"

This is not a selfish act - it is an honest response to your presentation. So, what do YOU do? You talk about what they will earn, or save, or make, or enjoy, or learn ... all of it. You talk benefits to the customer.

People Point #18. People ask questions about a "Guarantee of Satisfaction"

There are two parts to every guarantee;

#1). First, will the product work, will it do what it is supposed to do, or will the service be supplied. As you promised.

This part of the guarantee is A assumed" by every customer in your marketplace.

#2). The second part of the guarantee is the personal, the individual part;

People ask, "What if I buy from you, you do everything you say you will, and still I am not happy ... what then? What will you do to make me happy?"

This part of the guarantee is tougher. And becoming more and more important. Why? Because of choice, a wider selection than ever before is available to the customer. And because of competition customers are more demanding.

Part of your product is your A Guarantee of Satisfaction" .

People Point #19. People ask questions about facts and figures to prove your statements

People do want to believe you. They really do.

So, show your audience that you have proof. That you truly have nothing to hide. Share with your customers industry numbers that "prove" your point. Frequently these will be more than your audience wants or needs ... still, it makes you look good.

People like believable numbers ... prove your presentation with provable facts and figures.

People Point #20. People generalize from what they consider" acceptable fragments" of your marketing message

People draw conclusions based on incomplete information. Partly because they have not read nor understood your message. And they have not listened to your words, either. They do this because they want to believe you - no matter what you say. They want to have faith.

Realize many times people make a decision, "yes" or "no" , based on pieces or sections vs. the whole. Later they regret their move ... and it will be your responsibility to fix it. They'll expect you to fix it. Know this about people - they are not bad. They are busy - and sometimes jump before they are set.

People Point #21. People are suspect of perfection

Strangely, if something is "perfect" , people look immediately for the imperfection.

Most people are taught from a very young age that "nothing is perfect" . Research has taught us that people seem most comfortable with an 85% level of knowledge ... this is where things are most believable.

This does not mean people don' t want the best you have to offer ... it does mean you don' t need to be perfect to be successful. You do need to be very good.

People Point #22. People prefer a little less information ... and not so much knowledge

Why is this so? Because there is so much to know, many people have decided to be selective. And because they want to make their own decision. Too much can be overwhelming.

With the libraries of the world available through an Internet connection, it is almost too easy to gather information. So, when people begin to consider a decision they seek only what is most important to them. And then ask for a few details to confirm their choice. This allows them to come to their own conclusion - with a little help from you. They are still in charge of the situation - you've made it a tad easier.

You must be prepared for dialogue with your customers and prospects at the level on which they wish to communicate.

People Point #23. People do want to trust you ... they really do!

People want to believe. It is so much easier to believe than to doubt. This is good for you ... still, it puts the burden of proof and believability on you.

Testimonials of your customers and references from others will help you build trust. Other people saying good things about you is always better than you saying the same thing. Still, you must perform up to standards - sometimes you set them - often the customer does.

You must learn what your audience expects and provide it to them, one-by-one.

People Point #24. People want the heart and warmth and emotion and "feel-good" of the sales process

And they want the "touch" that comes from feeling good about making a buying decision. Making the right buying decision!

Reach out and "touch' your marketplace. Let them know you really do care. Be personal. Communicate. Hold their hand. Be their teddy bear. Be their security blanket. Express your "feelings" often by staying in touch with your prospects and customers.

People Point #25. Peoples responses to your message are in proportion . . .

. . . to their personal identification with you, your product, your service, your company - how they "see" you.

If you are well known in your marketplace, you will gain more new business and retain more old business, than if you are not. Be active. Be seen. Join associations and organizations, support groups and causes - let your audience know who you are. And that you bring more to your community than just a business model.

Be a joiner - and get active.

People Point #26. People ask questions about the next step

"Okay, I agree" , they may say. "What is the next step? What happens next? What do I need to do next? What do you do next?"

When people get to this point they are ready to take action - to buy. They want to know the process - so they ask. You must make certain they know the next steps - and help them take them. It is now time to turn the prospect into a customer.

People Point #27. People ask questions about timing

Another sign you are getting close to the close is timing questions become important.

People want to know how long this process - this activity - is going to take. They may say, "If I make this decision today, how long will it be before something happens?"

You must be ready with answers to every audience question about timing.

People Point #28. . . . and always, people still want to be sought after, talked with, they want you to A.F.T.O. B to Ask For The Order.

"Yes" , most people do not like to be sold. Yet, they sure do like to buy!

You must make 100% certain your prospect knows you want them to buy from you - and to do it now. So, reach out - and Ask For The Order. When you only "hint" instead of a flat out A.F.T.O., your prospect may wait, too.

Yes, 28 things to know about people.

These are important things to know as you prepare your marketing message for your audience.


In another age I began to spell words the way I thought they were supposed to be. Or in a way that helped describe them. Like the central word in the Anonymous saying;

"Working together works."

"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.

Ray's Products

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!

Time is a great teacher.

Along with mentors. The boss, fellow-workers. Friends. Just being around students at school, the members of a temple, mosque, synagogue or church, an association or club. A friends company. The competition. The neighbors. Kids. By osmoses much sticks.

My time in sales since age 12, in marketing and direct marketing since graduation, have allowed me to have a few thoughts to share. They're available in a collection of products. And you can own any or all!

There's a book - Power Direct Marketing - into it's 4th printing, the last with a revise tossed in at no extra charge. And an audio tape package that goes well with the book. Plus, a set of video tapes that are true workshop style learning devices. And even a couple of CD's.

Programs on the strategy and tactics of planning. On direct mail. The whole creative process. Database marketing. Customer relations. And more. All available at special 21st century pricing.

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+928-244-6148. For questions on quantity orders phone Ray at +1+805+771-8300.

"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 loose thought

Crazy Fads of the 1950's

The Hula Hoop, invented by an Australian in 1957 became one of the biggest fads of the 1950's

And is one of those that came back again and again. In a recent move I found two of them mixed with our swimming pool games and tools. Neither was 50 years old.

For more of the Crazy Fads of the 50's, " click" here ... www.crazyfads.com.

Hula Hoop

The invention was licensed to Wham-O, who sold 25 million hula-hoops in two months. Almost 100 million international orders followed. They were manufacturing 20,000 hoops a day at the peak of popularity.Not all nations thought this was such a spiffy idea. Japan banned the hoops thinking they might promote improprieties. The Soviet Union said the hula-hoop was an example of the "emptiness of American culture." Hula-hoops lost their popularity by the late 1970's but are still sold in major retails stores today.

3D Movies

Movie studio executives worried that the new medium, television, would steal away their audiences. What was required was a hook to bring people back into the movie theatre. As the strippers sang in "Gypsy," you gotta have a gimmick.Even though 3-D movies had been around as far back as 1922 and had lost favor, it was decided to try again. Arch Oboler's "Bwana Devil" started the 3-D craze of the 1950's. It premiered on Nov. 26, 1952 and starred Robert Stack, Barbara Britton and Nigel Bruce. People were issued glasses, which facilitated the 3-D effect. Previously, 3-D used the anaglyphic process and those glasses were the red and green ones. This distorted the whole film by discoloration. Enter Polaroid and a newer system called Natural Vision. Polaroid glasses were nearly clear and so did not detract from the viewing experience.At first industry experts predicted that 3-D would do for movies what the "talkies" had done. Some surprising titles were filmed in 3-D, such as Hondo, Kiss Me Kate and Dial M for Murder. But often their 2-D versions outsold the 3-D, and the industry got the big hint.

The Boomerang

In the late 1950's, an American atomic weapons researcher named Lorin Hawkes began designing boomerangs, eventually hooking up with Wham-O. Soon boomerangs were being thrown all over the world. With Australia using this as a gift for visitors ... the idea being to invite you back.

Coonskin Caps

Became a hot commodity in late 1954 with the debut of Walt Disney's Davy Crockett. The hat became the most popular of all the Davy Crockett products, which netted Disney a cool hundred million dollars.

DA Haircut

In the 1950's the DA (Ducks Ass), was the haircut of choice for the "cool" guys. Formed by combing the hair back on the sides of the head and holding it there with a dab of grease (hence the term "greaser"). Became popular by many rock and roll idols, making parents frown upon them and the effect it had upon their children. So legions of rebels without a cause delighted in slicking their hair back with a little Brylcream and a plastic comb.

Panty Raids

Legend states the tradition started on the night of March 21st 1952, at the University of Michigan. Approximately 600 male students stormed a women's dormitory and confiscated lingerie. Word got out and soon college guys across the country started participating in the escapades. The practice died out in the 1960's, Some have speculated that panty raids were squelched by the onset of the sexual revolution.


James Dean and Elvis Presley among others, got loads of mileage out of those strips of facial hair that grew down about an inch and a half below the ears. Sideburns became the crucial detail to go along with the leather jackets and the DA haircuts. Eventually sideburns could be seen everywhere and realization of the grooming seemed to be more trouble then it was worth. The sideburns soon faded out.

Poodle Skirts

This is the look most associated with the Fifties. And when you saw the "skirt" link, it's what you most expected to find.Yes, young women wore them. And had we known they would be immortalized as the symbol of an era, more of us would have saved ours. A poodle skirt is a wide swing skirt with a poodle appliquéd or transferred onto the fabric. Poodles were not the only items used to adorn these skirts, they are just the best remembered.

Saddle Shoes

Nothing characterizes the Fifties quite as well as the saddle shoe. We all had them. We all wore them. And I'd be lying if I said I missed them. These things are heavy and rather stiff. And you couldn't just throw them in the washer when they got dirty! Give me my modern athletic shoe any day. Other different and derivative styles popular in the 50s included: two piece bathing suits; circle-skirts, bobby sox and ponytails; sack dresses; women wore pants outside the home, hooded dresses; short shorts; poodle hair styles for women; pink clothing for men and women; duck tail and apache hairstyles for men. Famous redheaded super model Suzy Parker displayed many of the decade's fashions.

Car Hops

Burger joints and diners. Waitresses would roller-skate to your car and take your order. Sonic, a burger joint of today is doing it again.

Letter Sweaters

Girls would wear their boyfriends letterman jackets and sweaters, to show everyone they were dating a jock. I remember this ... as I played basketball well enough to earn a pair of letters. Not sure I had a girl who wanted to wear it. Of course, that is probably because I'm an XL.

Telephone Booth Stuffing

One of the most well known fads of all time was Telephone Booth stuffing. It would be tough today ... there are so few pure phone booths left standing. It was started by several college students who would squeeze themselves into a telephone booth until no one else could fit inside. Although the fad was popularized by colleges from the west coast in the U.S., it was actually started in South Africa where 25 students packed themselves into a booth and claimed they had set a world record. Soon, many colleges around the world were trying to beat each other's records. The fad died out in 1959, but was reincarnated in the form of Volkswagen stuffing a few years later.

Magic Marketing Minutes

Limited Time Offer

No Direct Marketing presentation is complete without a special call to action - a response device.

You can't assume our customers or prospects know what you want them to do - you have to tell them.

One of the best ways to tell them is to include in that direction a specific limited time offer. With statements something like this:

"This offer is good for only 30 days", or
"This offer is good only until April 10"

These kinds of limited time offers work. Why? Because, much of your marketplace will procrastinate making any sort of a thinking decision. If you have an unlimited time offer, and there is no urgency to respond, then the audience won't respond.

By giving a specific date or something of a limited time, your audience knows they have only a short time to take advantage of this special opportunity you are offering.

They have to call the 800 number, place an order, clip the coupon, fill out the business response card, bring the ticket to the store, visit your trade show booth, send money or whatever it is you've asked them to do...and they must do it by "X" date.

Limited time offers work. Use them.

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