Talon Mailing & Marketing

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Deer Park, NY 11729



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 can use.

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 captions
- 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 ivan@levison.com

Download Talon's free postage software with the new rates.

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: Click here to download your free copy.

Postal Service Launches Direct-Mail Promotional Campaign.
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 economy.

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.

We 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. 

  • Wednesday June 17th Yankees vs. The Nationals 7:05 PM.
  • Tuesday June 9th Long Island Ducks vs. The Camden Riversharks 6:35 PM.

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.

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In this Issue:

How To Create An Effective "Self-Mailer".

Download Talon's free postage software with the new rates.

Yankee & Ducks Ticket Giveaway!

New Clients

Mike Borkan's Links - Websites you probably haven't seen.

View Samples of our work.

Newsletter Archives

New Clients:

Talon welcomes the following new clients this month to our growing roster of customers:

  • GJR

  • Home Modernization

  • Information Strategies

  • 17 New Files From Statlistics

Mike's Favorite Links:

Some interesting links...

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.

Wolfgangsvault.com - The ultimate live music archive of concert recordings of rock, jazz, country, blues, indie with free streaming, & downloads.

cruisecritic.com - Complete guide to cruises, cruise lines and exclusive cruise deals. Over 28000 cruise reviews, ship ratings and the largest cruise forum.

newsblaze.com - Covers the events of the day throughout the world.


Work Samples:

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Click on the links below to see samples.

Newsletters Archives:

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