Mike R. Jay on Leadership

Marketing 2.0 Program

Join Mike Jay, Master Business Coach
Info: www.leadu.com/marketease

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From time to time, I run across paradigm shifts that present opportunities…such great shifts that if not examined at the flood, lead on to lost opportunities.

         "There is a tide in the affairs of men. Which taken at the flood, leads on to fortune; Omitted, all the voyage of their life Is bound in shallows and in miseries"

       Famous Julius Caesar quote by William Shakespeare

One such shift is occurring for those of us that like working in our pajamas and jogging suits and it has to do with email marketing. Without question, the barrage of information, and everything from a to z, including blogs to zaps are clamoring for attention and adding to the overall malaise of email.

Yet, I like you have to go through our snail mail everyday, even if it’s to dump 99% in the trash bin.

Once someone dumps you in the “unsubscribe” on email—you’re gone…and that’s happening with each and every misstep you take in your email marketing. There isn’t an person who has used email to market that isn’t seeing declines in conversion rates.

Someone once said, “do you know how to get a mailing list of 100,000 on email?" and an answer is, "start with 500,000!"

From April 12 until April 30, 2005, I plan to spend an intensive 3 weeks working with a small group of people as I make the shift myself to the new wave of direct mail marketing.

Do I plan to become a direct marketer?

No, not anymore than I plan to become a blogger, a newsletter writer, a trainer, a coach or consultant.

This 3-week period is a “wetware upgrade” that has to come along every once in a while when a paradigm shifts or you get left behind…or what’s worse, tossed from your path of purpose.

It’s three weeks to sharpen the saw with the people, things, and technology I need to make the leap from marketing 1.0 to 2.0.

In some ways, my life has NEVER been better!

I do what I want most of the time and make a contribution, what more could I ask?

Essentially I want it to stay that way; that’s why I’m offering you an opportunity to work up close with me as I learn what I need to learn to make the shift to the new paradigm and ride the new wave of prosperity (in all modes) that is waiting for each person on their own path. By watching me learn, you’ll be exposed to everything I do now, understanding what works, what doesn’t, but more than that, what we have to do to change and adapt to the new conditions we all face.

We’ll be working 3 times a week for 21 days for about an hour at a time with special sessions on Saturday mornings in the Eastern Time Zone for those who want extra work and help.

My own personal goals are simple:

1. Identify the new wave principles of direct marketing.
2. Implement the tools necessary to accomplish this online and asynchronously.
3. Move away from Direct Marketing 1.0 that depends on synchronous work for me and my staff.
4. Get my conversion rates into higher levels.
5. Get higher returns with less effort, so I can spend more time doing what I love to do.

If your goals are similar, or you’re ready to make the leap, come join me. The group will be limited so we get enough air time to discuss the issues. You’ll need to have internet access during the class, or if you’re listening to the audio, you can review the sessions. However, these sessions won’t be available to the public as this is for the most part proprietary material and will not be widely distributed.

These sessions will be fast and furious, you’ll need to come prepared to learn and learn fast, but what you’ll get in return is more than 30 years of marketing experience synthesized quickly. I’ll show you the actions I am taking and the ones I’m going to take to move to the next level…just listening in with a notepad is going to be reward enough for most people, but actually implementing a system as I’m going to do in those 3 weeks will pay enormous returns in my opinion.

I can’t guarantee you success, but I’ll guarantee you that you’ll learn a lot and perhaps get yourself unstuck from between the rock and hard place you’ve found yourself in.

The sessions will be at 1:30 PM Tuesday, Thursday and Saturday Eastern time for about one hour for three weeks. You’ll get approximately 9 hours of exposure over a period of 3 weeks to the materials that I’ll bring in from a variety of sources and we’ll literally work on this together. I’ll walk you through everything I’m doing as I do it and you can learn from my successes and failures.

If you are joining the program from Leadership University, there is a $100 materials fee that applies to this program for all the materials that I have to purchase to bring you this review of the state of the arts in this system. I’ll also provide you with a complete set of audio CDs to review at your own convenience as part of the fee you pay.

The non-LeadU fee for this 3 week program is only $197 if paid by April 6 and $297 if paid before class starts on April 12, 2005 at 1:30 PM ET.

Register Here before April 7 and save $100.

LeadU members, please register through CoachEvolution.com

Don’t miss this opportunity to take your own work to the next level.

By the time you finish this program, if you’re like me, you’ll be well on your way to earning back your tuition.

Mike Jay, Master Business Coach
www.leadu.com/marketease

Leadership Needs Followers, Business Needs Customers

This week, the Secretary-General of the United Nations put forth a plan which among many things challenged developed countries to remove import tariffs and commit a percentage of their GDP to aid. I found this action and potential action interesting on a much larger plane.

In the United States, you don’t hear mainstream media discussing how by creating such a large trade deficit, the US is lifting up those countries who are transitioning from agrarian economies to industrial economies. We don’t talk about how many jobs we created in other parts of the world. It seems we’re only concerned about the number of jobs we lost in the US.

When we look at what the economy of the US (for whatever reason) has created in terms of jobs, it’s phenomenal. I haven’t heard anyone say anything about that rate of growth.

Is it we don’t care about the global effects of our actions?

There are lots of reasons why we probably don’t hear about these kinds of things. For one, we haven't started thinking as a planet yet. What a concept, eh?

I entitled this piece “Leadership Needs Followers, Business Needs Customers.”

After writing that, a lot of thoughts entered my mind about what I was really saying. I know what I meant. I mean that if you’re going to be an effective leader, you have to cultivate followers. In the same vein, if you’re going to be an effective business, you have to literally “cultivate” and “grow” customers. At face value, it would present you with enormous problems, much like those we have today because we operate as nation-states, or cultures and not as a planet.

Growing customers at one level could seem materialistic and Machiavellian. I would accept that label. However, let’s not throw the baby out with the bath water. The economic engine that the Secretary-General is relying on to change poverty around the world is the same mechanism which creates materialism.

In other words, every bright-side has a dark side…that is if you think in terms of either/or. What I’m suggesting is that the mechanism to approach what is essentially a self-organizing, emergent system can be leveraged, as the Secretary-General suggests.
In the same vein, leaders can cultivate followers and business can grow customers, as long as we apply three filters:

• Efficiency, or the use of resources in a way that optimizes usage;
• Effectiveness, where RightAction™ takes place: the right people, things, ways, space, time and reasons creating the RightResults™, which can only be managed through dialogue;
• Sustainability, or the ability to keep the goose prospering while you collect eggs.

That’s it in a nutshell.

We can’t deny the necessity of leaders and followers, business and customers, but we have to make sure that the game doesn’t destroy itself. And in the process, we create opportunities for people to lift themselves up out of poverty to become the mechanism for sustainable consumption.

I’ll admit the limitations of a system like this and the potential for misuse, but leaders need followers and business needs customers…a hard set of facts to deny. It’s food for thought.