Talon Mailing & Marketing, Inc.
561 Acorn Street, Deer Park, NY 11729
Welcome to the Talon Mailing & Marketing February 2003 Newsletter:
developing and marketing OASIS, Talon has more than doubled the number of list
managers and lists at Talon.† Can our
powerful and free software help your company grow?
Two years ago Talon developed software that would allow instant counts to be performed on clientís computers.† Our† program allows users to analyze different elements within a list such as geographic areas, gender and any other list selection.† Counts and reports can be viewed and printed.† What makes our software so successful is itís extremely powerful, full featured, and you don't need to connect to the internet or a mainframe to use it.† The software can process over 200,000 records per minute and is so easy to use there's no training.
In addition to the list management community, marketing companies, advertising agencies and end users have found the program to be extremely helpful in planning upcoming marketing projects and to be able to provide counts to their clients in seconds.
Talon can design the software to display your company name within the program for added recognition.†† OASIS gives you a competitive advantage by providing your clients, salespeople, and employees a valuable free product.† We know first hand that this program will increase your client base - it has more than doubled ours.
If you are a list manager, marketing agency, or
consultant please do not pass on the opportunity to provide your clients with
our product.† If you decide to pass up
this opportunity just ask yourself this:†
What happens if your competition starts distributing OASIS?
They're dropping like flies but you can save your business.
By Susanna K. Hutcheson,†
The dot-com bubble has burst and you will have to change your way of marketing and advertising if you intend to get the sort of results that you're going to need.† Your objective is to drive people to your Web site and, once there, get them to buy your product or services.
Investors are tired of unprofitable online enterprises and are taking their money elsewhere. Buyers have had it with poor customer service and, in addition, have seen the glow wear off dot-com businesses. It's easier to go to the local bookstore and buy a book than order online and the cost is about the same.
So you have to give people a reason to buy from you rather than someone else.† That's a challenge but it can be done.
If you think email marketing is your best medium with which to accomplish this, you're wrong.† Direct mail targeting is proving to be much better than any other medium.† Direct mail doesn't need permission like direct email does. When you send email you have to use an opt-in list and have permission for each email you send.† If you don't, you create a lot of problems for yourself.
We often find 1000 percent to 2000 percent more targeted names in direct mail databases than we find in opt-in email databases. That means you have substantially more people who may become customers or clients. You have more opportunity.† Here are some simple rules to follow in your next direct-mail campaign.† These formulas are based on tests that were conducted to improve the chances of success with direct mailings.
1.† Choose the right format.
Testing has shown that direct mail packages out pull self-mailers considerably.† This is especially true if you are mailing to executives or selling high-ticket goods and services to the B to C world.
2.† Use very aggressive offers.† Your offer is extremely important.† Make the value of the offer very clear to the reader.† If you are afraid to use aggressive offers, forget doing the program. Offer something of value yet don't give the store away.
3.† Reward the right behavior.
If you want people to buy, make your offer contingent upon them purchasing your item or service.† If you want them to refer their brands to co-workers, reward them for each completed referral.† Do not reward them just for clicking through.
Many people make the mistake of thinking that getting people to their Web site is all they have to do.† That's plain wrong.† The object is to get them to your Web site and to get the majority of those people to buy your product or services or to contact you for more information.
Most people on the Internet are looking for free or cheap.† That's one reason so many dot-coms have gone out of business and others are in the process of going out of business.† Nothing is totally free and nothing can stay unrealistically cheap for long.† Services and products have to be paid for.† And they have to be paid for at an honest price that allows the merchant or professional to earn a good living. No one wants to work for small returns and no one wants to sell valuable products below their value.† Internet users, like everyone else, need to learn this lesson.
4.† Help the reader get through the confusion of the dot-coms.† It's very difficult to remember the name of any particular dot-com business.† So send out sticky notes, plastic cards, or paper cards that recipients can post on their computer or in their workspace.† That way they are more likely to visit your Web site when they have the URL in front of them.† Tests have been getting lifts of 100 percent or more by using these devices.
Certainly email is cheaper to use and simpler.† But it has proven to be less effective than traditional direct mail.† So if you want to drive business to your Web site and you want to really increase your business you need to turn back to traditional direct mail.† It's the smart thing to do.
Susanna K. Hutcheson is a professional advertising and direct mail copywriter. She was the first copywriter to utilize the Internet as a place to market this type of service. Susanna has clients all over the world. She writes everything from Web site content to direct mail and radio spots. Visit her Web site at http://www.powerwriting.com. Her email address is firstname.lastname@example.org.†† Telephone: (316) 684-0457.
Talon would like to welcome the following new clients this month to our growing roster of clients:
††††††††††† Mailing Clients:
New Mailing Lists Housed at Talon (we house over 500 mailing lists)
∑ Palm - (the world-famous Palm Pilot Company)
Mike's Favorite Links:
Here are some links you probably are not aware of:
Did you know Talon offers the following services?† Click on the links below to see samples.
Do you know of anyone else who would be interested in receiving our newsletter?† Please let us know
†by email:†† email@example.com
To learn more about our company, please visit our web site: www.talonmm.com or contact Michael Borkan at (631) 667-5500 x 303.