Welcome to the Talon Mailing & Marketing March 2010 Newsletter:
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A Simple Text Ad Increased The Response Rate By 9,000%.
By John Bingham.
The following example demonstrates the
power of credibility-based principles to create effective
Dr. Duke is a Chiropractor. She had been running a
typical 2x 3 advertisement in the living section of the local newspaper.
The ad had a picture of her, an offer of a $75 stress test, the name and
the address of the office, and a phone number to call.
The problem was that the ad didn’t work. Dr. Duke was
pulling three or four non-qualified responses per month over the course of
four months – at an expense of $1,200 a month. She spent $4,800 and did
not get one new patient to pay for the ad costs.
Over lunch, I took five minutes to write out a headline,
body copy, the offer, and the number where to call. I drew a square around
the text and said, “You need to run this”.
The ad carried a whole different strategy. It followed the Ad Equation –
Interrupt, Engage, Educate and Offer. The $75 Stress Test was now FREE as
the offer. The ad ran for the first time on a Wednesday. Dr. Duke received
over 90 calls before the morning was over. She actually had to convert her
whole staff to answering the phones.
As a matter of fact, she was a bit frustrated because she had never
experienced a barrage of calls like this before. By the end of the first
week, she had over 600 inquiries for the FREE stress test. When she
finally got used to the volume of phone calls and the idea that her ad was
working, she really got excited.
When she mailed out the stress evaluations,
91% of them came back in the mail within two weeks. It took another full
week afterward to decipher the tests and prepare reports for the
Then she began the process of calling those prospective patients back and
informing them of their results. They were invited to come in for a
“one-on-one personal remedy analysis” in which they would receive specific
information on how chiropractic care could eliminate many of their
Over 80% of them came in and out of that, over 50% became patients at a
minimum of $500. Out of those, half became regular patients at an average
Needless to say, Dr. Duke continued to run this little ad for a period of
six months, we then developed a referral program for her that leveraged
current patient relationships. Within a year, that ad was responsible for
close to $1.5 million in new business. Not bad for a little 2×3 text ad
that followed the Ad Equation.
When The Going Gets Tough - Take The Marketing Route To Growth.
By Anthony Andrew, consultant.
Fortune has always
favored the brave. The corporate graveyard is littered with examples of
companies that cut expenditure in key business areas during tough economic
times in a bid to lower overheads.
All too frequently a 'batten down the hatches' strategy paralyses company
growth, bolstering profit margins in the short term only.
On the flip side, reports have demonstrated businesses that fight harder
than ever for their slice of the pie by increasing their marketing
activities will invariably make significant gains and succeed in improving
their market share. Intel's impressive 'Intel Inside' marketing campaign,
for example, was launched during the 1990-91 economic downturn in the US
and the company went on to dominate its technology sector.
Businesses that view their marketing dollars as an investment - rather than
an expense - are the ones most likely to prosper. As a company you may
have all the ingredients for business success - from a high profile brand
to competitive service - but unless your target market is aware of what
you have to offer, you are unlikely to achieve your business's full
Direct Marketing can often prove to be one of the most precisely targeted
and cost effective methods of generating leads for prospective new
customers. A few years ago Direct Marketing denoted stand alone direct
mail but today email, telemarketing and other complimentary marketing
tools have become equally important and are often used in combination with
the more traditional postage communications to maximize response.
Get it right and investment in Direct Marketing will pay dividends putting
you in one-on-one contact with decision makers whose businesses are best
placed to recognize the real benefits of using your services.
The trick is to communicate the benefits in a way that is relevant to your
target customers, is attention-grabbing, punchy, to the point and stands
out from your competition. It should be remembered the average business
decision-maker is bombarded with around 3,000 marketing messages a day
through various mediums - your company's message has to work extremely
hard to stand apart from the crowd.
From establishing your brand, defining your targets, setting up a customer
prospect database for ongoing campaigns, effectively segmenting these
prospects to enable appropriate messages to be communicated to disparate
customer groups through to fashioning creative marketing materials,
coordinating their dissemination, effectively following them up - there's
no shortage of potential pitfalls. And the difference between getting
marketing wrong and doing it right is the difference between getting
little return and winning a raft of new business.
If the required skills and resources aren't readily to hand, the received
wisdom is 'stick to your knitting' and seek help in achieving professional
and effective campaigns from a proven communications consultancy that can
look after both your marketing and PR needs. Caveat emptor - do your
homework and get references from businesses that have benefited from
employing your preferred consultancy's expertise.
Mirroring a rapidly evolving commercial environment, are evolving
attitudes and expectations from customers - both business and consumer. An
age of increasing information consumption via digital media necessitates
the promotion of your business through a visible, customer-focused and
well designed website boasting clear branding throughout.
Your website should be viewed as a virtual representation of your
business, establishing and reinforcing your credibility as an industry
specialist. Website design, build, content management and optimization are
specialties few SMEs boast in-house but their importance should not be
Beyond a company's own website, a wealth of further online PR
opportunities present themselves to forward-thinking businesses from
coverage on e-zines (online magazines) and blogs to social media
marketing. Maximizing all such opportunities, where appropriate, will help
leverage the potential of your business brand.
In the wake of a global financial meltdown of gargantuan proportions, the
challenging economic environment is compelling businesses to promote their
services, image, brand and reputation in an effort to differentiate
themselves from their competitors.
The media offers one of the most effective means of achieving this,
providing a clear channel of communication between a business and its
clients, prospective clients and even prospective employees.
Quantifying the bottom line value of media coverage in terms of business
growth can be a difficult task but few would doubt its worth. A magazine
or newspaper's editorial space, for instance, is widely accepted to be
worth more than three times that of equivalent advertising space because
of the instant credibility it bestows. The return on investment can be
compelling - clients of Cameron Wells Communications for instance have
enjoyed hundreds of thousands of dollars of media coverage annually for a
tenth of their investment in our media relations (PR) services.
A business's message endorsed by the media, as opposed to one being
conveyed via paid-for publication space or airtime - otherwise known as
advertising - is an extremely powerful promotional tool. Even Bill Gates
once famously announced that if he was down to his last dollar, he'd spend
it on public relations.
Furthermore, a media savvy organization that has succeeded in raising its
profile will also build pride among its workforce and position itself as
an employer of choice.
Businesses that fail to employ the services of a specialist PR agency,
lack an appreciation of how the media operates, or are unprepared to forge
mutually beneficial relationships with journalists, will fail to reap the
potential rewards. You should head the warning: if journalists are not
talking to you - whether the editor of Freshbusinessthinking.com or the
business correspondent of your regional newspaper - then the chances are
they'll be talking to your competitors.
Saturday Mail Delivery?
By Anna Donaldson, CBS42 News.
As the saying goes, "neither rain, nor snow, nor sleet, nor
hail shall keep the postmen from their appointed rounds," ...except on
Like many US companies, the United States Postal Service, which receives
no tax revenue, is also struggling.
It wants to eliminate Saturday deliveries to save $3.5 billion dollars a
The USPS says the demand to stamp and mail has fallen dramatically. It has
lost more than 20% of mail that flows through the system, mainly due to
advancements in online business.
After slashing $6 billion last year, the USPS says there's no where else
"You know what, we don't want to do this, but we've gotten to a point
where we have to do something," says USPS spokesman Joseph Breckenridge.
To be clear, the proposal does not include closing post offices on
Saturdays, but rather cutting the nearly 300,000 routes across the country
on Saturdays: an idea that's not resonated well with Congress in the past.
So would Alabamians be bothered by five day delivery?
Those we spoke with don't seem to mind.
"I don't use the mail that often, so it wouldn't affect me that much. I
pay most of my bills and things online," says Davis Ware, a local young
Six day mail delivery is not only routine, but it's also a federal law.
Therefore, it will take an act of Congress to switch to five day delivery.
The matter has been discussed in committee on Capitol Hill, but a bill has
not yet been drafted.
Talon has a VIP Package & great seats for you to win.
are giving away a pair of tickets to see the New York Islanders! The
game includes access to a private VIP area with complimentary dinner (plenty of food,
snacks and drinks)
and private restrooms. You may run into current & former players and other VIP's. To win, be the first telephone caller (please
don’t hit reply or email). Voice Mail messages count so it's fine to leave
a voice mail. Call Michael Borkan at 631-667-5500 x 11.
Islander tickets are center ice and offer the best view in the arena!
Tuesday March 30, The
Islanders vs. The NY Rangers
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Talon Mailing & Marketing Newsletter please
How A Simple Text Ad Increased The Response Rate By 9,000%.
When The Going Gets Tough - Take The Marketing Route To Growth.
No Saturday Mail Delivery?
Islander VIP Ticket Giveaway!
Mike Borkan's Links - Websites you probably
View Samples of our work.
Talon welcomes the following new clients this month to our growing
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Dri Mark (List Maintenance)
Total Collection Services
Four new lists from Statlistics
Mike's Favorite Links:
Some interesting links...
Business Week Daily - View the
latest top stories from Business Week.
TheFunded.com - Online community of
entrepreneurs that offer reviews of more than 5,000 venture-capital
investors, rating them on their track record.
Blippy.com - Fun & easy way to see and
discuss the things people are buying.
Radiotuna.com - Real-time search
for free online radio. Choose from thousands of free internet radio
stations, listen to free music without downloading.
TVgorge.com - Watch TV Online For
Free - Watch all your favorite TV shows online, over 950 tv shows to
Youdrivewhat.com - Bet you can't
stop looking at these amazing, sometimes weird automobiles.
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