October 5, 2004 Volume 4 Issue 22
An OutRageous book
Yes, I admit this is a prejudice report.
Now that my confession is in writing - let's get on with why you very well may find a new book by Debbie Bermont, Outrageous Business Growth, worth reading.
Debbie has been an important plank in my life since she was a pup fresh out of UCLA. You know this is true if you were at Ray's Live Wake earlier this year - Deb was the M. C.
If you're impatient go directly to www.OutrageousBusinessgrowth.com ... if you'd rather the review first, just keep reading ...
In a couple of hundred pages Debbie introduces three base business principles;
1. Develop an internal prosperity consciousness
2. Align yourself only with people who want to buy your products and services
3. Develop lifetime relationships with people who are aligned with your business
And then she fills in with countless 'why' and 'how to' ideas. Closing each section with a summary of the chapters that outline that principle. In this hurry up world if you're on a fast track you will get ideas quickly ... i.e. , the summary of Principle #1 is on less than five pages.
I find Principle #2. an interesting thought. It sounds so simple ... yet, experience has shown dealing only with those who can buy what you sell is a tough thing to do. Databases and a slew of available information have made it easier today to identify those people - still, it is not a walk in the park. Debbie has some ideas that will help you find your best prospects and keep your best customers.
Lifetime is a direct marketing idea that is practiced by so few that even using the word puts a question mark on the face of many. Yet, Debbie makes it her Principle #3 ... and then adds the 'extra' of only doing business with those who believe like you do. She shares some interesting thoughts she knows work - you'll enjoy her point of view and experiences.
Debbie presents the book more like a seminar outline. Oh, there are many solid text pages to be read and understood. They are lists of things to know. Yet, you are expected to take notes. The book is light on graphics and high on usefulness.
Each chapter is introduced with a quotation. Some from unlikely sources, such as Malcolm X and Milton Berle to those more expected; Napoleon Hill, Conrad Hilton, Warren Buffett, Peter Drucker and Helen Keller. Each introduces the base thought of the pages to follow.
Early on Deb expresses an opinion I've talked about more than once. Debbie says it this way;
"Knowledge is worthless unless applied. "
Which is another way of debunking the popular "knowledge is power' concept. Of course knowledge was/is never power ... unless you use it.
Why does this thought boldly "jump" at you on page #20? Because unless you use what you know already, overlay that learned that is new, you will not reap the benefits of your knowledge.
Outrageous Business Growth is a book designed to have underlined paragraphs, hi-lighted sentences, notes in the margins, paper-clips on key pages ... it is designed to be used. Even worn out.
To begin to wear out your copy visit www.OutrageousBusinessGrowth.com, E-mail sales@OutRageousBusinessGrowth.com or phone Deb at 1-619-291-6951.
Sometimes the message from Anonymous says it with a smile. Yet, the message is still very much there. This is an example.
"You never saw a fish on the wall with its mouth shut. "
Why it takes awhile to understand English!
My bride, Nancy, found this and shared it with me.
She knows I get on a box about language ... this is another reason to make our communications simple.
There is a two-letter word that perhaps has more meaning than any other two-letter word, and that is "UP. "
It's easy to understand UP, meaning toward the sky or at the top of the list, but when we waken in the morning, why do we wake UP?
At a meeting, why does a topic come UP? Why do we speak UP and why are the officers up for election and why is it UP to the secretary to write UP a report?
We call UP our friends, we use it to brighten UP a room, polish UP the silver, we warm UP the leftovers and clean UP the kitchen. We lock UP the house and some guys fix UP the old car.
At other times the little word has real special meaning. People stir UP trouble, line UP for tickets, work UP an appetite, and think UP excuses. To be dressed is one thing but to be dressed UP is special.
And this UP is confusing: A drain must be opened UP because it is stopped UP.
We open UP a store in the morning but we close it UP at night. We seem to be pretty mixed UP about UP.
To be knowledgeable of the proper uses of UP, look UP the word in the dictionary. In a desk size dictionary, takes UP almost 1/4th the page and definitions add UP to about thirty.
If you are UP to! it, you might try building UP a list of the many ways UP is used. It will take UP a lot of your time, but if you don't give UP, you may wind UP with a hundred or more.
When it threatens to rain, we say it is clouding UP. When the sun comes out we say it is clearing UP. When it rains, it wets UP the earth. When it doesn't rain for awhile, things dry UP.
One could go on and on, but I'll wrap it UP, for now my time is UP, so I'll shut UP.
The RJm Story
Canada Post asked me to a series of 'minutes' about direct mail. My list ended with 48 Magic Marketing Minutes.
For most of the first three years of this E-zine I plucked one and run it at the end of each issue. Not doing that any longer ... yet, if you miss them you can find the total collection @ www.rayjutkins.com/mmm/.
Of course, you can reach us @+1+760-376-1858. Or by sending your E-mail message to Ray@RayJutkins.com.
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.