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Talon Mailing & Marketing
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Welcome to the Talon Mailing & Marketing June 2008 Newsletter: To view this newsletter using your internet browser click here: U.S. Government Beefs Up Anti-Spam Rules. By Michael Dinan TMCnet Editor Federal officials approved four new rule provisions to a sweeping 5-year-old law known as “CAN-SPAM,” the nation’s first bill designed to regulate commercial e-mails.
Part of CAN-SPAM - short for the Controlling the Assault of Non Solicited
Pornography and Marketing Act of 2003 - require the Federal Trade
Commission to develop rules that would shield consumers from unwanted
mobile phone spam. Direct Marketers: Is Your Copy Asking The Right Questions? by Barry Densa. One of the most famous questions ever asked in an ad was penned almost a century ago by copywriting legend Maxwell Sackheim. It read: Do you make these mistakes in English? It was the headline for an ad that sold a rather pedestrian mail-order language course. Yet it worked so well, pulling in so much money, the company who owned it continued to run it for 40 long and successful years! To be sure, a myriad of other headlines were tested, all using the same body copy, before that now famous winner was discovered. One competing headline even read: Do you make mistakes in English? Certainly close enough, you would think, but it failed miserably, as did all others. It was only when that seemingly innocuous word “these” was finally inserted, that direct marketing history was made and a lesson for direct marketers was learned. Well, some endeavored to learn it, most never tried. They merely copied its form, without understanding why it worked so well. Even today, you’ll see that same headline in its innumerable permutations: • Do you make these seven tactical mistakes on a first date? • Do you make these errors when doing your own taxes? • Do you make these blunders every time you write your own copy? These copycat headlines will actually work... at least for a short while (particularly with those consumers who don’t get out very often). But as with most formulaic copy, it’s soon recognized as a trite, clichéd, over-used and unimaginative pitch that screams: Hey, look! Here’s my ad! Nevertheless, the question remains, can asking a question in an ad increase sales? Some will argue vehemently that the use of a question is a non-starter, a pre-ordained copywriting disaster. Nevertheless, a question is a tool. And as with any tool, any copywriting strategy or tactic, if a question is not formulated and handled with proper caution, it could indeed do immeasurably more harm than good. Well, let me correct that: if you’re a direct marketer who tests you can measure precisely how much harm a poorly phrased question will do or how well a good one will work. The secret to constructing a well-built, hard-working, money-sucking question: For Max Sackheim the secret sauce in his brilliant question was intrigue and curiosity, both of which were lacking in: Do you make mistakes in English? This question failed because it was a yes or no question, and a yes or no question should never (with qualifications) be asked in sales copy. Why? Because either of the two possible answers, yes or no, will effectively end the conversation you’re trying to conduct with the reader. If the answer to a question is no, the reader will assume there’s no further reason to continue reading your letter. In other words, you asked, I answered, now good-bye. Similarly, if the answer is yes, the reader responds with a big: Yeah, so? (And again, he’s gone.) A yes/no question does not sink the barbed hook in the fish’s mouth.
Why then “these”? Talon's Free Postage Rate Software With The New Postal Rates is Available by Download. Designed and written by the Talon programming staff, this software is indispensable if you plan mailings, need to know the latest postal regulations, or require instant postage estimates.
To download a free copy click on this link:
This is the final year the Yankees and Mets will play in their respective stadiums and Talon has great seats for you to win. We are giving away two tickets to see the New York Yankees and Mets! To win, be the first telephone caller (please don’t hit reply or email). Call Michael Borkan at 631-667-5500 x 11. One set per winner. All games will have fantastic seat locations.
Do you know of anyone else who would be interested in receiving our newsletter? Please let us know by email: mb@talon-mailing.com To learn more about our company, please visit our web site: www.talon.com or contact Michael Borkan at (631) 667-5500 x 11. If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here:
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In this Issue: U.S. Government Beefs Up Anti-Spam Rules. Direct Marketers: Is Your Copy Asking The Right Questions? Talon's Free Postage Software is Available by Download. Yankee & Mets Ticket Giveaway! Mike Borkan's Links - Websites you probably haven't seen. New Clients: Talon welcomes the following new clients this month to our growing roster of customers:
Some interesting links... Phone number: 800-224-2242 - A most unusual link. Call this number from your cell phone. This free service called ChaCha, will allow you to verbally state your question and within a few minutes you will get an answer to your question via text message!Salesgravy.com - The fastest growing B2B networking community for sales professionals. Meet the top salespeople in your industry here, find jobs and get sales tips. Searchengines.com - Web tips, info & tutorials to help optimize your site & improve your search engine rankings. Zabasearch.com - Free people search engine that scours freely accessible public information and records. It's a free service, but you'll have to pay if you want more detailed information, such as background checks. Spock.com - Another people search engine. Spock is the world's leading people search engine. Find people you know by name, location, email or tag. Dailywritingtips.com - Improve your writing skills with Daily Writing Tips. Grammar, spelling, misused words, business writing and more! Dooce.com - since 2001, Heather Armstrong has shared the details of her work life, pregnancy and post-natal depression with raw honesty and self-deprecation. She was sacked for blogging about her colleagues, but is now able to support her family from the site's advertising revenue alone.
Work Samples: Did you know Talon offers the following services? Click on the links below to see samples. Newsletters Archives: Click here if you wish to see old newsletters. Click on these Links to Learn More About Talon: If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here:
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