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Your Sales, Marketing, and Business Management Newsletter

July 2010

Inside This Issue: Page 2 Business Quotes Fast Facts

Page 3 Brush Up Your Face-to-Face Skills

Page 4 Did You Know? Technology Forum: Tips and Ideas for Marketers

Page 5 Design Forum: Tips and Ideas for Graphic Designers

Page 6 In That Year Golden Rules of the Office Make the Most of Your Business Plan

Page 7

Brush Up

Your Face-to-Face Skills

Books in Review: Crush It! Guess Who I Am

Page 8 Frightfully Common Publicity Mistakes The Profit and Power of Direct Mail

We will not ask for your business until we can help you improve it.

8081 Zionsville Rd • Indianapolis, IN 46268 317.872.4490 • www.finelink.com info@finelink.com


n Strictly Bness

Business Quotes “You cannot raise a man up by calling him down.” —William J. H. Boetcker “It is much easier to be critical than to be correct.” —Benjamin Disraeli “It takes less time to do a thing right than to explain why you did it wrong.” —Henry Wadsworth Longfellow “Confront improper conduct, not by retaliation, but by example.” —John Foster

Fast Facts Direct Mail Brings In 78% of Non-Profit Donations. According to a recent study from Target Analytics, direct mail was the top revenue channel in 2009 for non-profit organizations. Analysis determined that direct mail delivered $8 of every $10 donated. 50%+ of E-Mail Recipients Delete Messages within Seconds. According to a June 2010 study by Salted Services, a company whose product tests and measures e-mail marketing campaigns, more than 50% of e-mail recipients delete marketing messages within two seconds of opening them. Consumers Prefer Print for Catalogs, Bills, and Statements. According to an April 2010 survey commissioned by Pitney Bowes and conducted by independent research firm Leflein Associates, two-thirds (66%) of respondents say they prefer to receive printed catalogs, as opposed to viewing catalogs online. Six out of 10 (61%) like to receive bills and invoices by physical mail, and nearly as many ( 59%) prefer to receive financial and bank statements in print, as compared to e-mail.

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Brush Up Your Face-to-Face Skills

While you may find yourself drawn to social-media sites for much of your networking, don’t overlook the power of the face-to-face conversation. There are so many things that can be gained from interacting with another person that don’t necessarily transpire through the computer.

you’ve just met, spend time talking

to those they’re reaching out to.

happening online these days.

about things other than your

If you don’t think you’re worth

But that doesn’t mean that the old-

company and industry. The purpose

their time, why would they?

fashioned meet and greet is extinct.

of talking to people at a networking

Networking isn’t meant to be a

For those that need to brush-up

event is to form connections that can

burden. It’s meant to build relation-

on their face-to-face networking

be beneficial to you and your com-

ships—and everyone in networking

skills, here are a few tips:

pany in the future. Sometimes these

situations is trying to do the same

• Most people know a handshake

connections are made because of a

thing.

can make or break a first impres-

shared interest or hobby, and not just

• If you make a particularly solid

sion, yet many continue to engage

a shared product line.

connection with someone, be sure

in lackluster handshakes.

• When attending events, don’t

to send them a note. People receive

Demonstrate your self-confidence

forget to ask for a person’s business

tons of email each day, so it’s easy

and genuine interest in meeting

card or contact information at the

to miss one. Make a more lasting

someone by executing a firm shake.

end of a conversation. People love to

impression by sending a handwrit-

• Don’t be shy! If you find yourself

know that others are interested

ten note when saying “thank you”

being approached instead of doing

in what they do, so chances are they

for your conversation with them.

the approaching, you may need

would love to continue talking with

• And finally, take a risk.

to change your tactics. If you’re

you, even if it’s just via email.

Many people fear networking

at an event that is related to your

• That being said, be ready to hand

because they’re afraid they’ll be

industry, you have something to

out a business card of your

rejected. Networking simply means

add to the conversation.

own! While you may think that busi-

making the most of the opportuni-

ness cards are outdated, the people

ties you have to interact with and

what happens. One of the best

you speak with will have

build relationships with people. If

motivators for solid networking

a much easier time remembering

your interest in them isn’t recipro-

is knowing that there are people

to contact you if they have a con-

cated, at least you know you tried.

out there interested in what you

crete reminder in their coat pocket.

have to offer.

• Stop apologizing. Too often,

• While chatting it up with people

inexperienced networkers apologize

So much networking is

Put yourself out there and see

July 2010 n 3


Technology Forum: Tips and Ideas for Marketers

n Did You Know?

QR Codes Make Your Print Interactive Use these free tools to increase response, sales, and your bottom line. By Guy Vreeman, Technology Director at Fineline Printing Group A QR code is a matrix code (or twodimensional bar code) that is scanned with

Richard Miller

mobile technology to automatically launch a

n Fineline was founded in 1981 by

website containing product or marketing content.

Argentinean-born Richard Miller. n Robert Lincoln, son of President Lincoln,

Background

was saved from a nasty railroad accident

QR codes were created in Japan in the 1990s.

by Edwin Booth. Edwin was the brother

The “QR” stands for “Quick Response,” as they

of Abraham Lincoln’s assassin, John

are meant to provide quick access to more

Wilkes Booth.

information. They are very popular in Europe

n Pope John Paul II was the first papal

and Japan and are now gaining hold in the US.

Harlem Globetrotter. The team made him

Although initially used for tracking parts

an honorary member in 2000 during

in vehicle manufacturing, QR codes are now

a visit to the Vatican.

used in a much broader context, including

n Worcestershire sauce was invented

convenience-oriented applications aimed

accidentally by Brits trying to recreate

at mobile phone users.

the flavors in Indian food. n An African elephant’s trunk has up

How Does It Work?

to 150,000 muscles.

QR codes are deciphered by the use

n The University of Wyoming opened its

of a barcode reader application on a smart

doors before Wyoming became a state.

phone or other mobile device. The camera scans the image of the QR code

Business Funnies

®

causing the phone’s browser to launch and redirect to the programmed Internet address—no typing required.

Common Applications • Magazines and advertisements • Signs and billboards • Buses and other vehicles • Flyers and newsletters • Postcards and other direct mail • Business cards • Event badges • T-shirts • Tradeshow banners • Bills and Statements

Anyone can generate and print their own QR code for others to scan by visiting one of several free QR code generating sites. Applications QR codes can appear on just about any physical object for which users might need additional information, including targeted offers, product and service information, contact information, pricing, etc. For example, real estate agents put a QR code on their flyers to provide access to a full-scale online facilities tour. To learn more about QR codes and include them with your upcoming print communications,

“It appears to be a blog clog.”

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go to finelink.com/QRCodes.pdf or contact Fineline at 317-872-4490 or info@finelink.com.


Design Forum: Tips and Ideas for Graphic Designers Save Big on Postage with Your Postcard Mailers Alter your design and address placement to offer big savings on your postal bill. By Joe Honan, Mailing Services Manager at Fineline Printing Group It seems to be a firmly established paradigm that when we design a postcard

size the difference can be $0.04 to $0.08 each.

full 4 inches. So, when working with a postcard that is

That’s why we suggest using the horizontal

for mailing we divide it vertically, using the

less than 8 inches horizontally we have a

orientation shown in Example #2. Saving

left side for copy and leaving the right side

conflict over the space used for copy versus

postage money is a good reason, but there’s

blank for the mailing address and indicia.

the space allowed for addressing.

more. With the vertical set up there is a lot

With rules that the USPS has imposed

Example #1 depicts a typical vertical

of wasted space above and below the mailing

over the past 10 years, it has made this

orientation. Due to the size of this card

address. Turning that to a horizontal space

vertical layout difficult. This is primarily

there is not enough room to print a barcode.

at the bottom of the card cuts down

because—to get your maximum postage

For standard rates it has to be mailed

on the total space for addressing so there can

discounts—the mail piece must have a

as non-automated, which will add

be more space available for copy or graphics.

barcode. And, by May 2011 it must be the

approximately $0.19 (or more) for each

Intelligent Mail Barcode (IMB).

card. Doesn’t sound like much, but for a

To accommodate the IMB and the required clearance on the left and right

10,000 piece mailing it can add $1,900.00 or more to the postage. For First Class letter

sides, it takes an absolute minimum of 3.5 inches of horizontal space. And then to allow for the shifting of high speed addressing equipment, we ideally need a

Richard Miller 8081 Zionsville Road Indianapolis, IN 46268

Example 2

Example 1

July 2010 n 5


n In That Year

n K-Mart Corp. becomes the largest retailer in U.S. history to file for Chapter 11 bankruptcy protection. n Kelly Clarkson wins the first American Idol contest. n The New England Patriots beat the St. Louis Rams 20-17 in the Super Bowl. n Switzerland, traditionally a neutral country, joins the UN. n The Winter Olympic Games are held in Salt Lake City, Utah. n The Netherlands legalizes euthanasia, becoming the first nation in the world to do so. n Ann Landers dies. n The U.S. Congress authorizes the president to use force against Iraq if it does not disarm. n The soundtrack to the film O Brother, Where Art Thou? wins five Grammy awards, including Album of the Year and Best Country Vocal.

Golden Rules of the Office There are a variety of things to consider

own work. Instead, use your chance encounter

when you work in an office setting, the

to remind yourself to schedule time to meet

least of which is how you interact with your

with that person.

coworkers. Here are some things to keep

• Give credit where credit is due. If your

in mind as you navigate your office:

coworker deserves a thank-you or a pat on the

• Sending and receiving text messages and

back, don’t be afraid to send a quick email

emails while in meetings or one-on-one

to let them know you appreciate their work.

conversations can be very offensive. If a

• Signing your emails with one initial is fine

response can’t wait, simply excuse yourself

when you’re writing to your husband or best

rather than tuning out the person who is

friend, but definitely not OK when querying

speaking while you respond.

the CEO of your client.

• Hallway meetings, some may like to call

• Perhaps you spend the majority of your day

them drive-bys, seem like a great idea—

interacting with a screen. This doesn’t neces-

you’re already in the same place, why not

sarily mean it’s fine to wear leggings, sweat-

discuss that thing you need to discuss.

shirts, or flip-flops to work. While it may seem

But your coworkers may not appreciate be-

like no big deal, when a meeting is called, you

ing forced to listen to your

don’t want to look like a frump.

conversation while trying to focus on their

Make the Most of Your Business Plan You’ve put a lot of time and effort into your business plan. What happens when it’s done? Think of your business plan as a living document, and refer to it and review it often. • Update. To ensure that your business plan serves you well, update it annually. • Review. Because your business plan sets forth marketing, operational, and financial milestones, you should carefully analyze

Down to Business

actual operating results against the goals and objectives established in your plan. • Fine-tune. Parts of your business plan may

6 n Bness Forum

feel very tight, while others still may need some work. Look for ways to improve what you’ve done so far. Take appropriate action if goals outlined in your plan haven’t been met. • Get Help. After you change and update your business plan, share it with an advisor. • Operate According to Your Plan. Treating your business plan as a dynamic document that evolves over time proves to yourself and others that you understand your business and you know what is required to make it grow and prosper.


n Guess Who I Am

Books in Review

Born in Edmonton, Alberta, Entrepreneur, author, and speaker Gary Vaynerchuk is known as the “Social Media Sommelier,” and for good reason. His passion for wine began at the cash register of his family’s liquor store when he was a teenager. His drive to turn his passion into profit, and ultimately happiness, started in college when he discovered the effect that the Internet, specifically social-media sites, could have on his business. His book, Crush It!, shows how anyone can take their passion and build a successful career around it. Early in the book, he asks readers to examine their own career to determine if they are “living or just earning a living.” He then challenges readers to consider what it would be like to pursue their passions instead of merely punching a clock.

Crush It!

Why Now Is the Time to Cash In on Your Passion by Gary Vaynerchuk

What makes this book practical, aside from the easy-to-read format, is the high-level and platformspecific strategies and analysis that he provides. His method will allow readers to take advantage of the current business environment while preparing them to succeed as that environment changes and evolves. Vaynerchuk doesn’t gloss over the work involved in turning passion into profit, or make unrealistic promises. What he does do is give people a starting point for understanding and harnessing the future of business.

Canada on June 9, 1961, this man was the youngest of five children. While his dream was to play ice hockey, his short stature forced him to settle for a different activity. He found his place in a drama class, which proved to be the right fit for him. At the age of 15, he made his professional debut in a CBS series, Leo and Me, in which he played a 10-year-old boy. Having struggled in high school, he decided to drop out and drive to Los Angeles with his father. He was fortunate to find work in the television series Palmertown, U.S.A. Following that, he landed a role on one of the best-loved sitcoms of the 1980s. His sevenyear run on that show coincided with roles in a variety of movies. In 1996, he returned to television with a role on the ABC sitcom Spin City. In 1999, he voiced the character of Stuart in the movie Stuart Little. Later in that year, he made a startling announcement that he had been battling Parkinson’s disease since 1991. Despite having won Emmys and Golden Globes for his role on Spin City, he decided to leave the show in 2000 to spend more time with his family, and to focus his efforts on raising money and awareness for Parkinson’s disease. In 2002, he was honored with a star on the Hollywood Walk of Fame. He’s been known as Alex P. Keaton and Marty McFly, but you will know him as Michael J. Fox.

July 2010 n 7


Sales Achievers present this news to the media, it’s vital that you take many steps back and view your company as a marginally interested outsider might. 3. Getting too close to a journalist. The key here is to remember that a journalist may not have the same definition of “off the record” as you do. While they aren’t necessarily being underhanded, they will use your words to create the perfect story. Gossip, backbiting, and secrets really shouldn’t enter into your conversation, no matter

Frightfully Common Publicity Mistakes

how close you think your relationship is. In short, just as the journalist has his or her job to do, so too do you. Stay smart.

The easiest way to sabotage your sales

4. Losing touch with reality. Dreaming

perspective about who you are and

efforts is to make needless publicity

what you sell, and communicate that

about a big-time release is one thing;

mistakes. Here are the pitfalls to avoid

in your materials.

relying on it as the way to pay your

when working with publicity agents. 1. Trying too hard. You may be eager

2. Getting too close to your product.

bills is another. Smart publicity seekers

Yes, it’s healthy to believe that your product

know that time spent getting actual press

to get the word out about your company’s

is the best of its kind on the market, and

coverage is a better investment than

products or services, but filling a press

to know the ins and outs of what makes

chasing dreams. So go ahead and send

release with advertising copy, lots

it great. But maintaining an outsider’s

that press kit to Oprah; but,

of trademark symbols, or puffed-up claims

perspective will get you much farther when

in the meantime, work hard to get

will most likely assure your release ends

it comes to making an impact

placement in weekly papers, syndicates,

up in the trash. You must think like

on prospective customers. In deciding

e-zines, local radio, and other less-

an objective journalist and have a sense of

(a) what’s newsworthy and (b) how to

glamorous places.

Business Forum

Published by Fineline Printing Group

The Profits and Power of Direct Mail

How to Reach Us

If you print anything that is delivered by mail then you can’t afford to miss this exciting (and free) Fineline University event! Fineline has once again secured a nationally renowned subject matter expert to come to Indianapolis for our Fineline University series. Mary Ann Bennett will join us in August 2010 to help Fineline customers communicate more effectively via direct mail—the leading choice of direct marketing channels.

317.872.4490 ext 228 317.870.4410 fax editor@finelink.com www.finelink.com

When: Wednesday, August 25, 2010 Where: Fineline Printing Group Cost: Complimentary Register: finelink.com/learn; 317-872-4490; info@finelink.com

SM

8 n Bness Forum SM

July 2010 Business Forum  

July 2010 Business Forum: Your Sales, Marketing, and Business Management Newsletter

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