Welcome to the Talon Mailing & Marketing June 2009 Newsletter:
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How To Create An Effective "Self-Mailer".
By Ivan Levison.
The two functions of an envelope are first to
protect the contents stuffed inside, and second, to get opened.
Teaser-copy and tricks of all kinds are used to make sure
that the prospect tears the envelope opened. With a self-mailer, you don't
face that problem.
A self-mailer is any mailing that is completely self-contained and doesn't
require an envelope. A postcard is a self-mailer. So is a catalog. In
fact, there are hundreds of kinds of self-mailing pieces or formats you
Obviously, self-mailers eliminate the "get the envelope opened problem."
No wonder they're getting a second look from concerned mailers. But
self-mailers have other important things going for them. Let's take a look
at this a little more closely...
The great advantage of a self-mailer is that it's cheap. Your printer just
takes a single sheet, prints it, folds it, and you're ready to roll. This
means you won't have to print a number of pieces and then stuff them into
an envelope. You can forget about creating sales letters, reply devices,
second letters, and so on. (With an envelope package, costs mount quickly
and it's easy to spend a fair amount of your tight budget putting a
hard-hitting piece together.)
The self-mailer is a good choice for making noisy announcements (which is
why retailers use them at sale time). It's also easy for the prospect to
unfold a self-mailer. There's no envelope to tear open so you know that
you stand a good chance of getting the reader into the body of your
message. Especially these days!
Marketers should (generally) restrict the self-mailer format to
lead generation activities. Are you offering a free demo disk, a videotape,
or a brochure? Are you trying to drive someone to your Web site or offering
an irresistible White Paper? A self-mailer can be an effective way to go.
You can communicate the offer crisply and cleanly. There's not a whole lot
of selling that you have to do.
IMPORTANT: You should rarely use a self-mailer to sell a product "off the
page." If you have to communicate a complex or persuasive message, the
self-mailer just doesn't give you the raw space you need or the variety of
enclosures that get your cash register ringing!
Here are a few things to consider next time YOU decide to put a
self-mailer to work. (Please note that this is a list of ideas to get you
thinking - not a comprehensive collection of "must-include" elements.)
- Make the call-to-action clear and compelling on
the front panel
- Announce news
- Use bullets to organize benefits
- When you use photography, illustrations, or cartoons, don't forget
- Include testimonials
- List companies who use your product
- Include highlights of rave product reviews
- Reproduce award logos
- Include your guarantee
- Include a personal note from the president of the company
- Add a bonus offer for fast response
- Include offer expiration date
- Don't forget to sell the offer as well as your product
About The Author :
Ivan Levison is an award-winning, direct response freelance copywriter.
Contact Ivan any time at email@example.com
Talon's free postage software with the new rates.
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:
Click here to download your free copy.
Postal Service Launches Direct-Mail
By Christopher Hosford, www.btobonline.com
Using the very same tactics it recommends to
marketers, the U.S. Postal Service has launched a direct-mail promotional
and educational campaign touting the advantages of direct mail in a down
The campaignís main element is a full-color, self-mailer
measuring 6-by-9-inches, printed to look like an official dossier with
multiple tabbed pages inside. It is headlined "Marketing Intelligence for
Direct Marketers," and features mini-direct-mail case histories from
companies including Dell and AT&T.
The piece also pitches two free offers via a business reply card: a DVD
titled "Results-Driven Marketing in a Down Economy," with additional case
studies and direct-mailing tips, and a $5 "premium-brand" coffee card. The
DVD and coffee card also are available on a personalized URL customized
with the recipient's name.
In exchange for the free offers, the Postal Service asks recipients for
information about their marketing plans, presumably to customize follow-up
direct-mail promotional efforts.
Win Yankee and Ducks Tickets!
Talon has great seats for you to win.
are giving away two tickets to see the New York Yankees and the Long
Island Ducks! To
win, be the first telephone caller (please donít 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. One set per winner.
All games will have fantastic seat locations.
Tuesday June 9th Long Island Ducks vs. The Camden Riversharks 6:35 PM.
Wednesday June 17th Yankees vs. The Nationals 7:05 PM.
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How To Create An Effective "Self-Mailer".
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Mike Borkan's Links - Websites you probably
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Statowl.com - A website that present
internet usage statistics and market research.
Google Calendar - Organize
your schedule and share events with friends. Discover new calendars.
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ultimate live music archive of concert recordings of rock, jazz, country,
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cruisecritic.com - Complete
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newsblaze.com - Covers the events of the day throughout the world.
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