InsideThis Issue:

Page 2Three Keys to Better

Employee Engagement

Page 3Whole Ball of Wax

Six Secrets of DirectMail Marketing

Page 4The Positive Effects ofConscious Gratitude

Building a StrongerBrand

Page 5Design Services

Facts About Email

Page 7Books in Review

SwitchGuess Who I Am

Page 8Selling in a

Buyer’s World

Odd Facts

March 2011Your Sales, Marketing, and Business Management Newsletter

Selling in a Buyer’s World

listening to your pitch on the phone.But just as technology has taken some

power out of the salesperson’s hands, it hasalso brought new ways to engage with themarketplace. Today’s sales relationship is stillabout making connections and building trust—it’s just done in a different way.

Social media sites such as Twitter, LinkedIn,and Facebook are a great place to start.Because so much of the content on these sitesis generated by consumers, a salesperson withinsider information can often add an importantlevel of authority to the conversation byanswering questions and addressing concernsand misconceptions.

Another effective way to use these sitesis as a venue for asking questions. Find outwhat consumers are looking for, what theydon’t consider important, and what their pastexperiences with similar products have been.Each conversation builds an important rapportwith consumers who, more often than not,simply want to feel heard and understood in afrequently overwhelming marketplace.

It’s important in the online environmentnot to come on too strong. Direct prospectivebuyers to your website as a source ofinformation and as a way to guide thediscussion, not simply to make a sale. The keyhere is to build a relationship of trust, to earna reputation as someone who has specialized,industry-based knowledge, along with theintegrity of someone who genuinely caresabout consumer experience.

The advent of the Internet has put a lotof power into the hands of consumers.Prospective clients no longer have to relyon salespeople for their information about aproduct or service. Finding information is aseasy as a quick Google search, where buyerscan find a wealth of information—good andbad—about your product, as well as yourcompetitors’ products, industry statistics,and consumer-generated rating systems.

Today’s consumer is more likely thanever to blow off a traditional cold call.Even if you do manage to connect with abuyer, they’ll probably wind up asking youto send them the information in an email,which they may or may not read, rather than

� Odd Facts

McDonald‘s� 7% of allAmericans eat atMcDonald’s each day.� 1/3 of all potatoes grown are soldas french fries.� Sweden has the world’s only ski-through McDonald’s restaurant.

Men & Women� Men can read smaller print thanwomen; women can hear better.� Percentage of men who wouldmarry the same woman: 80.� Percentage of women who wouldmarry the same man: 50.

Only Presidents� The only President awardeda patent: Abraham Lincoln, fora system he created to help buoyvessels over shoals.� The only president to remain abachelor: James Buchanan.� The only president to win aPulitzer Prize: John F. Kennedy, forProfiles in Courage.

Jeff Carlton Sales

215 MTCS Rd.

Murfreesboro, TN 37129

Phone 615.893.4290 • Fax 615.893.4295

www.WaxFamilyPrinting.com

published monthly by

Wax Family Printing, LLC

STANDARDPRE-SORTEDU.S. POSTAGE

PAIDMurfreesboro, TNPERMIT NO. 86

W A X F A M I L Y P R I N T I N G

Wax Family Printing is the onlyCPrint™® certified printer in Middle Tennessee.

Jeff Carlton Sales

Business Quotes

2 � Business Savvy

� Strictly Business

March 2011 � 7

Books in Review� Guess Who I Am

In their new book Switch: How to Change ThingsWhen Change Is Hard, brothers Chip and Dan Heathexplore why some major changes are, apparently,easy to make, while others pose a constant struggle.For instance, why is it so easy for a person to makethe choice to get married and then do it, but nearlyimpossible to drag oneself to the gym three times aweek after making a commitment to get fit?

The brothers explain that people are motivated by twoseparate “systems” in their brains: the rational systemand the emotional system. When the two systems are inopposition to one another, change is difficult; but whenthe systems are in alignment, change comes much moreeasily. The star of the stage and silver screen is, ofcourse, the late Gene Kelly. The book explores manyexamples of people facing difficult changes, fromlosing weight to changing the internal structure of abusiness, and shows how, by bringing both systems intoalignment, these changes were made possible.

The book breaks down the psychological researchinto easily understood, extended metaphors that makethe application of the principles possible. The bookconcludes with a Q&A section in which they suggestways to resolve 12 of the most common challenges thatpeople face while working toward change. A great readfor anyone facing change—in short, everyone.

What motivates employees to become truly engagedin their jobs? Here are three keys, according to a surveyof studies by The Conference Board:• Trust and Integrity: Supervisors gain trust withemployees by communicating expectations clearly andby helping their staff understand how the things they doimpact the company’s goals and growth.• Career Growth: Employees thrive when they findtheir jobs mentally stimulating. They’re also moreengaged when they feel there are opportunities forfuture growth and development within the company.• Company Pride/Coworkers: People love to feel pridein what they do. They want to be part of somethinggreater than themselves—something that is betteringsociety at large, not just their own bottom line.

by Chip Heath and Dan Heath

This man was born on August23, 1912, the third of three boys.He was raised in Pittsburgh, Pa.,and was enrolled by his parents indance classes when he was eight.He and his brothers hated theclasses and were frequently calledsissies by the neighborhood boys.

After a few years away fromdance classes, however, this mandecided to reenroll; he was now15 and thought the classes wouldprovide a perfect way to meet girls.He graduated from Peabody HighSchool in 1929, at the age of 16,and enrolled in Pennsylvania StateCollege to study journalism. Themarket crash forced him to quitclasses in order to help his familyfinancially. One of the ways hedid this was to enter local talentcompetitions with his brother Fred,performing dance routines hechoreographed himself.

His family eventually openeda dance studio, which becamesuccessful enough to merit openinga second location. He taught atthe school while earning his BAin economics, and also whileattending law school. Eventually,dancing won out, and he left lawschool to pursue a career as adance teacher and entertainer, firstmoving to New York City, andeventually, Hollywood. The rest, asthey say, is history.

Probably best known for hisdancing and choreography in suchfamous musicals as An American inParis and Singing in the Rain, thisstar of the stage and silver screen is,found somewhere in this issue!

SwitchHow to Change ThingsWhen Change Is Hard

“If you want to know what Godthinks of money, just look at thepeople he gave it to.”

— Dorothy Parker

“The executive exists to makesensible exceptions to generalrules.”

— Elting E. Morison

“If we keep doing what we’re doing,we’re going to keep getting whatwe’re getting.”

— Stephen R. Covey

“Individual commitment to agroup effort—that is what makesa team work, a company work, asociety work, a civilization work.”

— Vince Lombardi

“Some regard private enterprise as ifit were a predatory tiger to be shot.Others look upon it as a cow thatthey can milk. Only a handful seeit for what it really is—the stronghorse that pulls the whole cart.”

— Winston Churchill

“Hire character. Train skill.”— Peter Schutz

1980s— First artificial heart isimplanted in Barney Clark, age 61.

1960s— My Fair Lady wins BestPicture at the Academy Awards.

1940s— Harry Truman is widely quotedfor his sayings, “The buck stops here,” and,“If you can’t stand the heat, get out of thekitchen.”

1920s — Nellie Ross of Wyomingbecomes the first female governor.

Don’t let yourself get swept away by stress!Whatever the weather, Wax Family Printing ishere to help. You’ll come in like a lion, but goout like a lamb.

March On In!

� Did You Know?

3 Keys toBetter Employee Engagement

� Looking Back

Why are some decisions easyto make, while others pose aconstant struggle?

Wax Family Printing, LLC

Kevin WaxGeneral Manager

kevin@waxfamilyprinting.com

� Walter Payton was the firstfootball player featured on aWheaties box.� Nearly 20% of all vehicles stolenhave the keys in them.� William McKinley was the firstpresident to ride in an automobileand the first to campaign by phone.� The only domestic animal notmentioned in the Bible is the cat.� The average lifespan of amedieval peasant was 25 years.� Nintendo was originally aplaying-card manufacturer.� If Manhattan in New York Cityhad the same population densityas Alaska, there would only be 15people living there.� A file cabinet inspired FrankBaum to name his mythical creationthe land of Oz. (The drawers werelabeled A-N and O-Z.)� In Albania, nodding your headmeans “no.” Shaking it means “yes.”� The Japanese confiscatedchess books during World War II,thinking they were military codes.

DIDJANO?We do a lotof cool stuff.

DESIGN • PRINT • MAIL

Books, BookletsMarketing Materials

Stationery

Corporate IdentityForms, SignsAd Specialties

B/W and Color Copies

� The Business List

One of the best-kept marketing secrets inthe world of business is the unique abilityof direct-mail marketing to boost the salesof most businesses.

Frankly, a lot of advertising agenciesdon’t push direct mail because it isdifficult to do—but once understood andmastered, it can provide a steady, regularsource of new prospects and customers.

Here are six reasons your companyshould consider using direct-mailmarketing:� It eliminates your invisibility. Direct-mail marketing creates front-of-mindawareness about your business withhundreds, maybe even thousands, ofbuyers who don’t even know you exist.� It is low-cost advertising. Direct-mail marketing allows you to target theaudience you want to reach. You don’thave to pay to advertise to people whoaren’t even prospects.� It overcomes sales resistance. Monthlydirect mail creates name recognition, afamiliarity which helps many customersfeel comfortable buying from you.� It creates customer loyalty. By keepingin touch, you’ll see your customers’loyalty deepen and watch your overallsales volume grow.� It gives you a competitive advantage.Most managers understand the benefitsof direct mail, yet only one in 80 uses it.You’ll enjoy a tremendous competitiveadvantage when using direct mail.� It supports your sales staff. Direct mail“paves the way” before outside prospectsare contacted and “follows up” after theprospect is contacted.

6 Secrets ofDirect-Mail Marketing

March 2011 � 36 � Business Savvy

Every time welay ink on paper,we’re creatingan impression...It’s no coincidence that we, as printers,

call each printed sheet that rolls off our

presses an “impression.” The fact is, every

piece of printing we produce—no matter how

seemingly insignificant—creates an

impression for us ... and for our customers.

Imagine if just two percent of a 1,000

brochure order we printed for you were to

come out smudged, discolored, or folded

wrong. That would be 20 potentially negative

impressions we would make on you ... and 20

potentially negative impressions you would

make on your clients who received those

damaged copies.

At our printing firm, we’re committed to

making sure every impression that comes

off our presses is a good one, so that every

impression our customers make is positive,

too. When it comes to printing, we’ll make

you look good on paper.

Wax Family Printing, LLC

Whole Ball of Wax

Hey, we’re having a great time here at Wax Family. We are so blessed to beable to work together as a family. Here’s a recent picture of Dad, Justin,Weston and myself. It’s great when Dad pops in and checks on us. Justinand I are here most everyday working together (he puts up with me realgood). Weston works here in the summers and Christmas break.

Come see us sometime…we’ll give you thenickel tour for free!

Having a Great Time!

General Manager Kevin Wax, Justin Wax CSR/Sales, Founder Nevin Wax, Weston Wax

4 � Business Savvy March 2011 � 5

How many times have you set out to makea simple newsletter or brochure for yourbusiness and wound up, hours later, poringdesperately over software tutorials, nonearer to your goal than when you started?Don’t feel bad. It takes years of training andpractice to expertly navigate some of thosedesign programs, and who has time for that?

But before you think about passing theproject off to your high-school-age niece whois artistic and “good” with a computer, think

again. Will anybody but an expert be able tounderstand the advantages and disadvantagesof certain layouts or color options? Willanybody but an expert be able to ask you theright kinds of questions to fully comprehendwhat you need, and to be able to take yourproject smoothly from start to finish?

Let us give that design project the experttouch it deserves. Just ask yourself:1) What kind of project are you imagining?Is it a simple flyer for a summer sale, orare you planning an entire overhaul of yourcompany’s look: new logo, new letterhead,new color scheme, new website? Having aclear idea of the final product in your headwill give us a lot more to work with, makingthe process more efficient—and effective.2) What kind of budget do you have? If youknow from the get-go what you’re able tospend, that will give us a better idea of howto approach your project. We won’t try tooversell you; we will respect your budget andwork within your means.

These two simple considerations can helpus design items that will get you the kind ofattention your company deserves.

Design Services to give your brand the right appeal � Product Listing

• Booklets

• Brochures

• Business Cards

• Catalogs

• Envelopes

• Flyers

• Labels & Stickers

• Magazines

• Marketing Services

• Marketing Materials

• Newsletters

• Note Pads

• Pocket Folders

• Postcards

• Rack Cards

• Sell Sheets

• Tickets

• Presentation Folders

• Custom Items

Some Facts about Emailaverage of a minute for your brain to recoverand refocus once again on the task you wereoriginally doing. This constant switching ofattention back and forth might not seem likemuch at the time, but in the long term, it’sexhausting. The brain becomes overwhelmed,mistakes can be made, and importantinformation can be missed or misplaced.

Take a look at your own email habits. Whileit’s not practical to stop using email, perhapsthere are some changes you can make to ensureit remains an efficient part of your day.

Most of us can’t imagine life without email.But have you ever considered that email maynot actually save you all that much time?

Several studies prove that people check theirin-boxes far more often than they imagine.Most people believe they check mail maybeonce an hour. The truth is, if a person is on thecomputer working on other projects, he or shewill check email once every five minutes.

The rarely considered negative is this:every time you check your email to read anupdate or to log a new appointment, it takes an

We Sell Printingto Help You SellMore Product.

� In That Year

1988� The Hubble Space Telescopegoes into operation to exploredeep space. It is still in full usetoday, mapping our universe.� The new drug nicknamed“crack” appears and isincreasingly found in U.S. cities.� Panamanian leader, GeneralManuel Antonio Noriega, ischarged with drug smuggling andmoney laundering.� One gallon of gas costs 91 cents.� Ted Turner starts TurnerNetwork Television (TNT) andbuys MGM’s film library.� The Seikan Tunnel, whichconnects Honshu and Hokkaido,Japan, is built. It is the longestundersea tunnel in the world.� The antidepressant Prozac isintroduced to the market.� The first transatlantic fiber-optic cable is laid. It is able tocarry 40,000 telephone callssimultaneously.

� Web Savvy

Marketing Workout: Building a Strong Brand Name• Stay relevant. You may have a successfulcompany now, but remember: If you stand still,others will speed past you. Success requires anongoing commitment to excellence.• Find your unique selling proposition. Whatsets you apart from the competition?Analyzeyour brand position relative to others in themarket, and look for areas where you excel.• Explore opportunities. Find ways to clearlydifferentiate your brand from the competition,without making promises you can’t keep.Opportunity is there, if you’re willing to look.

Here are some important things to keep inmind when striving to increase the value andimpact of your company’s brand name:• Think like a consumer. Define your brandfrom a consumer’s viewpoint. What do yourcustomers enjoy about your company? Whatbenefits and values do you offer that othercompanies don’t?• Take a look in the mirror. Have youoverlooked things you’d like to change?Arethere areas that could use improvement? If yousee things you’re not happy with, changethem.

Saying “thank you” does more than just prove youhave good manners. Thankfulness can improve yourphysical and emotional health, your social relationships,and your general well-being.

Multiple studies have shown a positive correlationbetween thankfulness, cardiovascular health, andimmune-system functions. UC Davis professor RobertEmmons says grateful people tend to take better care ofthemselves than others. In general, they make healthierlifestyle choices in diet and physical fitness, and getmore regular physical exams.

Those same benefits can trickle down to therecipients of thanks, as well, boosting their self-esteemand sense of value and self-worth.

The Positive Effectsof Conscious Gratitude

www.TED.comTED conferences bring together the world‘sleading thinkers to share “ideas worthspreading.“ Watch past speeches, learnabout upcoming events, and read the TEDblog to stay informed.

www.LightroomSecrets.comGet tips, tutorials, and news about AdobePhotoshop Lightroom, from contributorswho know their stuff, along withoccasional forays into broader topics, suchas photography and the creative process.

www.GetConnected.comGet Connected helps you find the best dealson high-speed Internet access,cable/satellite TV, home phone service, andmore. Just enter your address and ZIP codeto begin.

www.RockHall.comTake a virtual tour of the Rock-n-Roll Hallof Fame, straight from your computer. Seeexhibits, photos, memorabilia, and more.

Wax Family Printing, LLC