22, 2002 Volume 1 Issue 33
the greatest movie ever made about direct marketing
A few years back I heard this guy speak. He runs a good seminar.
Over the years I've read his writing. He writes extensively.
Alan Rosenspan tells me I told him to write this book. I don't recall
that conversation ... yet, it does sound like me. For when you meet and
listen and read what a guy like Alan shares, what he offers to his audiences
and clients, it is worthy of passing along.
Pushing The Envelope ... How to Get the Results You Want From
Your Next Direct Marketing Program is another "how to
..." DM book. There are many of them out there. Including mine. So,
why am I telling you this story - and actually encouraging you to buy
a copy of this book? To read it. And use it.
Because Alan has something to offer that is a tad different. I relate.
And I think you will, too.
Let's touch the name first ... Pushing The Envelope. Sounds
like direct mail. And it is. Most of what is in this nearly 400 page book
relates to direct mail. One of the reasons is the heavy mail background
Alan has. The "love" he has for the discipline almost screams
off every page.
Yet, know that much of what applies in direct mail direct marketing works
equally well in anything you read. Print, newspapers, magazines and newsletters.
Brochures and booklets. Web sites. E-mail marketing. And "yes",
an E-zine - like this one.
So, if you've tossed direct mail out of your thinking - read on anyway.
For you will find an idea or two or more that will give you a spark.
The book is full of content - much of it in an easy to read 1, 2, 3 list
format. Alan has learned that people respond to numbers - and to lists.
The book is peppered with dozens of lists. Mostly to do lists. And "how
And with scores of examples from live experiences. Real cases are discussed
time and time again. Including a few where the goal was not achieved ...
which makes each story just that more believable. Alan does not always
hit home runs. In fact, sometimes (rarely!) he doesn't score at all. Alan
Plus, there is a good mix of quotations to keep it interesting. i.e.,
Chapter 10, Making An Offer They Can't Refuse begins with this;
"They'll never go for it, Pop."
"I'll make them an offer they can't refuse." -- from The
the greatest movie ever made about direct marketing
If you fail to think about The Godfather and direct marketing
in the same breath, you are not alone. Still, this is the type of thinking
Alan offers in this book. And it will get you thinking.
Alan has divided his book into 5 sections. Let's spin through a piece
of each. Beginning with ... The Rules and How to Break Them.
Bottom line here is rules are really guidelines. Based on history and
experience. For the most part "rules" apply, yet, don't let
them hang you up. On the other side, don't ignore them in total, either.
It is much better to "think", and then make a decision on your
Awards programs are not my thing. Too much ego, and often not enough
reality. Yet, Alan has a most interesting story about a truly unique program
... "Direct Marketing on a Shoestring". An awards program he
created. Read all about it, and EnJoy!
The second section is Putting the Marketing into Direct Marketing.
It begins with a quote from MBA (the financial people) headquartered in
Delaware, USA. And a sign they use internally; "Think of Yourself
as a Customer."
On a recent radio program I included a collection of interesting people
- each a leader in their field. An advertising guy, a lady from PR, another
with a specialty in sales promotion, a rep from the American Marketing
Association and the President of the location direct marketing club.
One of those on the show said they weren't sure they belonged - because
they were involved in "communication". That statement just about
blew me over ... I hope we are all into communication.
Well, Alan thinks so, too. And this section shares ideas on how you can
build ongoing communication and relationships with prospects and customers.
Confessions of a Control Freak is the third section. Here Alan
talks about what works, what doesn't work, and why. With a strong section
on testing ... the middle name of the direct marketing discipline. These
pages hold some especially good stuff.
Being a writer, Alan leans toward copy as the driving force in DM. He
tells a funny story of being hired as a copywriter - and then being told
he didn't know how to write. The agency wanted him because he did know
how to think. Which is a good first step - thinking!
Alan is a creative guy. His fourth section is titled Creativity and
Direct Marketing. In it he shares why direct marketing must be creative.
The power of the "big idea" ... which I would EnJoy chatting
with him about. As often the "big idea" is not what is needed
... sometimes an old idea revisited works just fine! At least I think
There is a great section on how you use features and benefits creatively.
The part psychology plays in getting a response. And ends with 12 proven
techniques we can all use.
Section five is The E-Volution of Direct Marketing - which is
fitting, as it brings us to today. And what is happening in this decade.
Now. I especially like his review of that now famous word "permission"
- because Alan takes it to another level - participation. Which is really
much more important to those of us in the DM world.
The book closes with 101 Ways To Improve Response ... a collection
that Alan, over time, gathered of things that work. It could be you'll
copy these pages - if not others - and refer to them until you know them
by heart. They are that good.
Well, are you sold? Need a copy of Pushing the Envelope?
Send your request to Alan Rosenspan, E-Mail: ARosenspan@aol.com
... and visit his web site: www.AlanRosenspan.com.
GEEWIZ NEWS ...
News and Views from Richard P. Gee
Something close to an eon ago I met Richard.
In his home country of New Zealand.
Richard issues an every so often Electronic-newsletter. A few weeks ago
my Sunday morning E-box received his thoughts on the wrap-up of 2001.
And his outlook for 2002. I think his thinking is outstanding ... and
with permission from Richard am including his full collection of ideas
for this new year.
The outlook for 2002? I believe 2002 is going to be a really tough
year, we're going to have to work harder to build purchase decisions from
customers that we sell to, and marketing strategies are going to have
to reward customer loyalty, and encourage customer relationships better
I don't believe in the word "recession", I believe we going
to have an "attitude" year. This means that those
companies that get in behind their sales team and their marketing team,
and positively reinforce the ego, encourage initiative, reward success,
will be able to achieve market share growth. And if you don''t, you''re
going to lose market share, lose profits, and generally have a ho-hum
With economies in this part of the world running in 90 day quarters,
it''s important that you focus on 90 days at a time, maximising every
strategy that you can to communicate to your customers, tell them of how
wonderful it is to have their loyal business, and make sure that your
sales team effectively cover the customer base.
Among strategies that I believe will help businesses is to put back the
receptionist - put the press button 1, press button 2, press button 3
system out to pasture - put a human face back on your business.
Another strategy will be to make sure your sales team call at least once
on all of those C and D category clients who you've been telemarketing
and sending mail to. They will be feeling neglected, and during 2002 will
walk if you don''t make a contact.
With the release of Viewphone, that is the visual LCD screen of the head
and shoulders customer service person, it''s important that you provide
training in visual face-to-face communication skills for your inbound/outbound
telemarketing staff, and also your customer service team. The fast growth
of Viewphone, accentuated by being able to put voice communication over
the Internet, along with a visual, will enable companies that embrace
this new technology to increase their customer service ability to add
value to sales, to sort out problems faster, and most of all to make more
sales because you will add that vital face-to-face human ability to help
people make informed buying decisions.
There are some very attractive little phone units around with small LCD
screens on them, complete with a digital camera -- this is going to be
the new technology for 2002.
In your marketing strategies, you really need to seriously think about
the P.R. activities that you undertake to promote your brand, the good
works, and your products and your services. If you haven't already got
a P.R. consultant on board, you need to be interviewing and selecting
P.R. consultants based on their knowledge, their media contacts, and their
past experience with other clients.
A good P.R. consultant, or perhaps a marketing consultant with good P.R.
links, will do wonders for your business in 2002 by constantly keeping
the media and other news organisations informed with the right information,
and portraying the right message.
Marketing plans will be more short term focused, that is if they are
not already short term focused. Long term strategy plans are much harder
to implement, and people lose interest very fast in trying implement these
long term plans.
Who knows how long the effect of this war on terrorism is going to last,
on buyer decision making. You will need to continually focus your team''s
effort on customer relationships, talking about your products and services
rather than world war events.
Another strategy will be to make sure that your key staff are being rewarded,
not only financially but also in recognition, job satisfaction, job challenge,
as a way of making sure that your return on investment is retained. I
believe there will be less job changes, people seeking new careers paths,
as most salespeople and customer service people will be concerned about
maintaining their positions and their income and their lifestyle.
We will continue to see fallouts from the web e-commerce companies, and
this will bring onto the market some interesting, high calibre, motivated,
innovative people that will now be looking for established structures
to use their talents in. Your organisation could be that established structure
to take on new growth people.
Continuation of the trends towards more service orientated businesses,
where services are contracted out to speciality service organisations
or new innovative solutions are provided through services.
Some interesting consumer trends, with continued movement more towards
organic foods and organic-sourced foods, plus the health drinks becoming
more mainstream, as we continue to look after the healthy body/healthy
The great growth in computer technology will be around voice technology
over the Internet, and Viewphone, with tremendous growth in the Palm Pilot
small handheld accessible information and portable data entry.
Sales force automation will continue to expand to more and more industries,
direct entering details and data at the point of helping the customer
make their informed buying decision, and then transferring that data while
on the move, to make sure services and products are provided promptly.
For New Zealand, this 2002 being an election year, will mean that we
will have 3 good quarters of trading, and then the last quarter will be
upset by the run-up of 5-6 weeks before an election when businesses stop
In Australia, the big drive for 2002 will be to make businesses more
competitive in their internal economy, and also to look at the high cost
of labour as businesses strive to become more competitive.
South East Asia will see more control by domestic companies and home-grown
companies, as they strive to increase their sales revenue rather than
waiting on major international groups or corporates to provide them with
new industry. A big opportunity for New Zealand and Australian companies
to provide innovation, technology, and solutions that can be input within
these growing business areas.
A country whose economy is growing very fast is Vietnam. It is more than
just a low labour source, its quality is vastly improving, its opportunities
to grow businesses fast is being helped by an interesting commerce-run
government that appears to be modeling itself on the successes of Singapore
20 years ago. If Vietnam can catch up using the same models that Singapore
has successfully implemented, it will have a faster economic growth than
much larger economies such as China.
China continues to be an exciting source of business development, providing
you can cope with the many methods and skills of doing business. Often
overlooked is that China is a nation of small to medium businesses.
Many companies have recognised the importance of developing strong relationships
with South East Asia, and it certainly is a very similar place to use
New Zealand and Australian selling style techniques of getting to know
the people first, then qualifying and building the quality image of your
company, then introducing your products and services.
2002 is going to be a good year for those people who sit down and plan
and work at it. Make sure when you review your business plans in January/February,
that you think of actions that you can take to build your business.
For more about Richard Gee visit his web site -- geewiz.co.nz
, or send him an E-mail ... email@example.com.
Again, as with every issue of The Works of Marketing with Ray, a
thought from the worlds most quoted philosopher ... Anonymous.
This quote was expressly selected for this E-zine. As I think it plays
off all the knowledge available in the book by Alan Rosenspan. I give
thanks to Alan for sharing.
You may wish to do the same.
"Who does not thank for little will not thank for much"
"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.
Knowlege-Bytes on the radio
Recently I enjoyed the opportunity to do a "live "WebCast radio
prorgram from Orlando, Florida.
The event was Corporate University Week - sponsored by HRevents. My client,
Quest Consulting & Training Corporation, out of southern California,
hosted me from their exhibit booth. Where for 5 hours a day we brought
news and stories from the conference to the world. The program was full
of interviews with keynoters, seminar leaders, exhibitors and attendees
- 25 people over 2 days.
If your world includes Human Resource Development, as well as Marketing,
you may find listening to pieces of the nearly 10 hours of archived material
worthwhile. Visit Knowledge-Bytes.com
for the full story and complete webcast schedule. And "click"
on those interviews most interesting to you.