Inspiring Words for Tough Times by Katie Muldoon

Inspiring Words for Tough Times

BY KATIE MULDOON

AFTER A DECADE of “fun times” for business, circumstances can now be less than rosy — even grim. Here are some quotes to help see you through.

My current favorite was clipped from a New York Times article and tacked to my bulletin board to remind me that even bad things can turn into good ones. It reads: “This year's bad numbers are next year's great comparisons.”

For those of us who feel that bad times mean having to take high risks, two other quotes are posted next to it: “Never test the depth of the water with both feet.” In direct marketing terms, test before you make what might be an unnecessarily risky move. The other — “Don't squat with your spurs on” — reminds us to think through the potential repercussions of any decision before acting on it.

Here's some others from some excellent folks:
*
Amy Africa, Creative Results: Always quick on the uptake, Amy came up with so many good sayings it was difficult to choose from among them. The best of her best follow.

“Not everything that can be counted counts, and not everything that counts can be counted.” This quote from Albert Einstein sums up Amy's observation that too many people are spending too much time on “fancy-schmancy models and regression quads when their marketing doesn't even address the basics.” She understands that getting the basics right should always come first, but even more so now.

“How many legs does a dog have if you call the tail a leg? Four. Calling a tail a leg doesn't make it a leg.” (Abraham Lincoln) And, as Amy notes, “You can't make a dog a winner in direct mail. Move on. Get over it. Try something else!”
*

Jan Baiden, Edward Don & Co.: Jan has enjoyed catalog creation over the years, working with people both right- and left-brained, at all points in their careers. Her find follows.

“People who are both most productive and happiest at work are those who have a good attitude. It's true…attitude is indeed everything. It helps each of us understand what we can contribute and feel satisfaction when we've done it.”
*

Leila Griffith, Leila Griffith Inc.: When you are merchandising your catalog, take this long-standing advice from one who knows. Leila reports, “Brown hangs around.” Her reasoning is based on an old merchandising belief that even when brown is the “in” color it tends to look muddy in photography. This is true especially in apparel. It certainly applies to home textiles, rugs, pillows, etc.
*

Terry Jukes, g. Neil: Terry had so many brilliant ideas I had to run them all!

“More direct marketers are killed by volume than cancer!” This reminds us to test with low quantities and risk. There always will be another day for a bigger secondary test.

“The budget is no reason to do something, or not do something.” This one helps stop idiotic rationalizations when seeking approvals like, “…but boss, it's in the budget!”

“When making ham and eggs for breakfast, the chicken and the pig both contribute but with different levels of commitment. What's your level of commitment to your recommendation or forecast?” This stops the meek in their tracks!

“Doing the right thing is admirable, but only getting the right result is rewardable.” In other words, stop whining for a raise by telling me what you've done. I want to know what you've delivered!

“You don't write a percentage sign on a bank deposit slip.” Stop telling me about 85% gross margin on a $10 sale.
*

Lillian Vernon, Lillian Vernon Corp.: With many years of direct marketing experience, Lillian has these words of advice.

“A downturn in the economy forces direct marketers to be more creative and work smarter in order to attract new customers and retain their existing customer base. I believe that motivation begins at the top. An effective leader is a role model who sets a positive example for the rest of the company to follow. My staff knows I work hard like they do and my priority is to keep everyone focused on developing new growth strategies and cutting costs.”
*

Jill Vidal, Newport News: “Time flies — whether you're having fun or not — so you'd better make sure you're having at least a little bit of fun every day!” Even though this is a time when we are all rightfully concerned about the future, Jill reminds us not to forget the present. She says, “If you don't like what you're doing every day, make a change! Too many people don't realize that the power is in their hands.”

Jill also reminds us how different interpretations of anything — from legal issues to the Bible — can be. Worries about the economy could allow some privacy concerns to fall by the wayside.

Jill maintains that “no matter how your compliance department or legal counsel chooses to interpret, you have to feel confident that you are doing the right thing in abiding by your customers' wishes. If you're living right (in honoring your customers' requests for privacy), you should get to where you want to be at the end of the day (on their good side — and have them coming back for more).”
*

And now for the perfect closer, a quote stolen from Amy Africa that she attributes to none other than Groucho Marx.

“Quote me as saying I was misquoted.”