2003 Volume 3 Issue 2
P.P.P.P.P.P.P.P. & P.
A few weeks ago I shared some thoughts from Purple Cow by Seth Godin.
He introduces the “P” of Purple Cow by referencing the various
4-P and 5-P formulas we’ve all been brought up with.
Well, if you know me, you know I have always thought the short list was,
well short. Here are my thoughts on the 9ine P’s of marketing.
"Click" here for the full story www.rayjutkins.com/mma/mma002.html.
. . . a loose thought
WET or WIN
Louis V. Gerstner, Jr. recently retired CEO of IBM, in his book Who Says
Elephants Can't Dance?, created an acronym without knowing it.
Jeff Hanson of Clear Channel Communications uses an acronym, too.
At IBM the phrase became a 1, 2.3 step approach to turning that company
around. And helped Gerstner lead old and tired and out of step IBM successfully
into the 21st Century.
The CEO tells the IBM story this way; In 1994 one of his colleagues
approach him and said; "Over the week-end I counted them up, and there
are about two dozen things you want me to wake up in the morning and focus
on. I can't do it. I'm not that good. What do you really want people to do?"
Lou thought, and quickly answered "Win, Execute and Team." He created
an acronym ... WET ... that, in summary, became the driving force about everything
he did for the next 8 years.
He said it this way;
WIN ... "it is important all IBMers understand business is a competitive
activity. There are winners and losers. In the new IBM there would be no place
for anyone who lacked zeal for the contest. Most crucially, the opponent is
out there, not across the Armonk (headquarters) campus. We need to make the
marketplace the driving criterion for all or our actions and all of our behavior.
EXECUTE ... "this is all about speed and discipline. There will be
no more of the obsessive perfectionism that caused IBM to miss market opportunities
and let others capitalize on our discoveries. No more studying things to
death. In the new IBM, successful people will commit to getting things done
- fast and effectively.
TEAM ... "this is a commitment to acting as one IBM, plain and simple."
The WET philosophy worked, and allowed IBM, under the leadership of
Lou Gerstner, to regain their position in the international
And then there is Jeff Hanson, Director of Research Services for Clear
Channel Communications. Jeff is a numbers and data guy. For their 1200 radio
stations - and their clients.
He has scores of national and regional databases he dives into
to help others make decisions. Jeff reports he’s learned short term
thinking is where it's at in 2003. He and Clear Channel use the WIN approach
to that reality;
W = What’s
I = Important
N = Now
This is a tad sad. Short term thinking ... what can I make
happen quickly. Very little planning for next month, next year. Immediate
positive results is the measure. Home runs the first time. A touchdown
with every possession. It’s a tough to grow when everything is “today”.
Yet’s that how it is.
WET or WIN ... which approach are you using in your marketing?
"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
And E-mail me Ray@RayJutkins.com
and let's make it happen. I look forward to hearing from you. Soon.
Speaking of Speaking
Almost forever ago I met Lilly Walters.
She reminds me it was in South Africa. If YOU are interested in ways to
enhance your speaking skills, and how to be a terrific presenter at your next
meeting ... or want to look at the world of paid professional speaking - Lilly
Walters can help.
She is the author of four best selling books on the subject. And Lilly has an
interesting website, too:
Drop in and visit. And tell Lilly "Ray sent me".
One of the major folks in my life is without a doubt an extrovert.
Yet, she is “shy”about reaching out beyond her knowledge level.
Thus, she misses opportunities.
An Anonymous English Proverb says it well;
“Many things are lost for want of asking.”
"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
Direct Mail is ...
What is Direct Mail? Or Advertising Mail? Direct Mail has four primary
The first is that it's action oriented. It's not passive
-- it's action oriented. You're supposed
to do something.
Fill out the coupon. Complete the order form.
Redeem the coupon. Make the donation.
Call the toll-free number. Return the fax. Do something!
Second, the mere fact that it's
action oriented makes it
measurable. Direct response marketing is measurable.
Direct Mail allows you to know what happened
in your marketplace. How
many people redeemed the coupon? How many people made
a donation? How
people responded to your
Direct Mail is a persuasion tool.
you are persuading
your audience to do something. To do business with you.
To take some
action. The copy
than in advertising
or public relations or sales promotion. It's persuasive. Persuading your
The last point
Direct Mail is a sales discipline. It either makes the sale
as in mail-order, or
to the sale,
traffic building or lead
Mail can do the job for you. It's action oriented. It's measurable.
It's persuasive. And Direct
Mail can serve
as a sales tool. Try it!