Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing June 2012 Newsletter.

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Stimulate Your Prospects' Brains For Better Direct Marketing Results

By Tim Riesterer, Corporate Visions

To improve your direct marketing campaign, your messages and media choices need to change, and probably dramatically.

Brain research has proven that human decisions on whether to change or do something different are more adaptive than rational. This means that people are more likely to make a decision about something if it directly affects their well-being.

Naturally this has major implications for the way you develop messages and deliver them in your direct marketing campaigns. Many marketers today are mistakenly messaging for information—that is, they're providing support for a rational decision — instead of messaging for a real decision.

People use their neocortices (new brain) to analyze information, but they actually make decisions using the limbic system (old brain), which is designed to make the fast, instinctual choices that ensure survival. Therefore, people (and prospects) tend to move away from pain faster than they move toward gain.

Many consumer marketers have figured this out. But b2b marketers' campaigns tend to be driven by what their product is and what it does — the features and benefits. The last time I checked, a b2b prospect has the same brain as every other human. So to improve your direct marketing campaign, your messages and media choices need to change, and probably dramatically.

The old brain craves visual imagery that shows contrast and emotional messaging that provokes its survival instinct. Here are the three biggest old brain-driven changes you need to consider:

1. Video is the best medium. The old brain prefers visual imagery to written words because there is no language capacity in the old brain. To activate your prospects' old brains and appeal to the true decision-maker, you need to transform your traditional written-word messages into visual vignettes to deliver your early-stage, status quo-breaking messages. As a result, the only job of your email copy is to drive your prospect to watch a video.

2. Context creates urgency. Recent research from the Corporate Executive Board's Marketing Leadership Council found that prospects believe that almost 90% of marketing messages fail to create commercial impact. In other words, your value propositions don't cause prospects to want to do anything different.

If you want to create more demand, you need to put your solution into an urgent context that gets your prospects to reconsider their current state of affairs. Show them the threats, challenges and missed opportunities that make their existing situation “unsafe” and put their desired outcomes at risk.

3. Contrast creates value. Your prospects' old brains need to see a clear contrast to make a decision. A lack of perceived contrast between your solution and the status quo means that customers will not see enough value to change. They'll think they can solve the problems with their existing solution.

You must help them visualize the pain caused by their present circumstance, identify the gaps in their current approach and show how these gaps won't reduce the pain and allow them to realize the significant gain promised by your more effective approach.

To convey your company's value to prospects, you need to replace traditional approaches to creating value propositions with a new message and medium for creating and delivering a distinct point of view. By creating more provocative content that appeals to the old brain, your direct marketing campaign will see greater success.

Tim Riesterer is chief strategy and marketing officer at sales and marketing messaging company Corporate Visions (www.corporatevisions.com). He can be reached at triesterer@corporatevisions.com.

Seven Tips to a Successful Direct Mailing

By Alice Brown

These top tips will increase response rates and grow your revenue.

1. Use a Quality, Targeted Mailing List

Every successful direct mail campaign begins with a quality, targeted direct mail list.

Why? Because a ‘great’ direct mail list maximizes the number of people who receive your offer, it increases your response rates and ultimately, it helps boost the return on your investment!

Quality, up-to-date (correct) records help maximize the number of mail pieces that get delivered to your customers and in turn, help maximize the number of mail pieces that get seen by the people/businesses who are likely to want your products and services. If your direct mail list includes old or incorrect addresses, you will have a higher number of undeliverable and returned mail pieces, and unfortunately a lower return on your investment. That’s the last thing you want!

Targeted data gets your message/promotion in front of the people who are most likely to purchase your product or service.

For example: If you own a yoga studio and are looking to mail a postcard that offers a ‘free’ class to every new student, do you think it would be better to mail the postcard to everyone in your state, or to people who are living within 5 miles of your studio and who are women between the ages of 18-65?

2. Write a Compelling “Call to Action”

A successful direct mail postcard/flyer/brochure etc must include a compelling ‘call to action’ that drives the reader to ‘act’ and ‘respond’ to your mailing.

A ‘call to action’ can be anything from asking your customer to go online to your website and fill out a form, to picking up the phone and calling you before the end of the month, or to stopping by and visiting your store.

No matter what your ‘call to action’ is, it needs to be obvious and compelling, so there’s no doubt in the reader’s mind about what they need to do to be able to take advantage of the promotion that you’re offering them.

3. Give them an Offer they Can’t Refuse

Create a compelling offer that will drive your customers to take action and respond to your message. Your promotion can be ‘buy one get one free’, or ‘$20 off your first order’ or simply a discounted price for a limited time.

The key thing to remember when you’re creating an offer, is that the more valuable and enticing your offer is, the more likely it is that your reader will respond.

Offers with ‘expiration dates’ yield quicker results and drive customers to take action, sooner rather than later.

4. Use Bold, Simple Designs & Layouts

The colors, fonts and images that you use on your mail piece can impact how your customer will respond to your message. After all, first impressions are lasting impressions, and if someone has never heard of your company before, it’s very important for your mail piece to accurately reflect your business, and make you stand out (in a good way!) and leave your reader with a positive, lasting first impression.

Use the ‘less is more’ principle when it comes to the design and layout of your mailing and use simple bold fonts, hard hitting, punchy copy, and clear appropriate images to engage your readers and keep them focused on your offer.

5. Be Honest!

Don’t use gimmicks or ‘small print’ to trap your valued customers and potential new clients.

Be honest with them about who you are as a company and what products you offer. Honesty and transparency are paramount and can be the difference between earning a good reputation and building a steady, loyal group of repeat customers, and creating a bad reputation that’s hard to break.

6. Get your Timing Right

Watch your competition closely, learn from their mistakes and keep an eye on their marketing and advertising efforts; boost your marketing campaigns when your competitors are lying low and economizing, and take advantage of the opportunities this creates to win over new customers.

Repeat mailings deliver higher response rates than one-time mailings; when you increase the number of times a customer sees your offer, you also increase the chance that your customer will respond to it. Think about running repeat mailings and sending out one campaign once/week for 3 consecutive weeks to get maximum results.

7. Track your Results

Track your campaigns and the responses you get so that you know how effective each campaign is.

Make sure you ask new customers where they heard about your services – was it online, driving by, or from a postcard mailing? If you run several different marketing campaigns throughout the year, keep track of which campaign delivers the best results and boost the number of mailings on the next campaign and watch your sales soar and your business grow!

About The Author
Alice Brown is the Editor in Chief of 'Be Direct', the monthly newsletter for www.LeadsPlease.com. 'Be Direct' is dedicated to providing direct mail industry news, trends, updates and direct marketing tips and tricks.

Can Facebook Continue to Attract Advertising?

By Peter Collins, Epoch Times

A recent survey showed 44 per cent of Facebook users never click on ads; 3 per cent regularly click on ads and 10 per cent said they often did.

Facebook's floatation on the Nasdaq stock exchange on Friday, May 18, valued the company at $104 billion. But a 2011-2012 global survey has found that 30 per cent of users do not trust Facebook with their personal information, and 44 per cent never click on sponsored ads.

Digital marketing agency Greenlight surveyed a cross section of 500 people on how they used social networks and search engines, and what their reactions were to online advertising.

The research indicated that Facebook was the most widely used website after Google and YouTube, and was the second most popular site accessed on mobile devices—about 30 per cent of survey respondents said they used it on their mobile phones or tablets.

Fifty per cent surveyed said they use Facebook to keep in touch with family and friends and that it was good for sharing photos.

Hannah Kimuyu, director of paid media at Greenlight, said in a statement: “Facebook’s popularity doesn’t come as a surprise. However, with over 30 per cent of respondents saying they ‘strongly distrust’ Facebook with their personal data, Facebook’s advertising program has an upward struggle.”

Advertising on Facebook allows companies to reach more than 800 million potential customers by targeting their personal data, Kimuyu said.

However, according to the survey, 44 per cent said they never clicked on ads. In contrast, only 3 per cent said they regularly clicked on ads, and 10 per cent said they often did.

Commenting on the results, Kimuyu said: “Although 44 per cent say they would ‘never’ click on advertisements or sponsored listings in Facebook, it is interesting to see that those who do find the targeting effective and engaging.

“Moreover, given the positive growth figures, we at Greenlight predict that more of us will be advertising and hopefully ‘clicking’ on an advertisement or a sponsored listing on Facebook this year.”

Last week, car giant General Motors added to doubts about the effectiveness of Facebook ads by saying that it would no longer pay to advertise on the site.

Online strategy consultant Atul Chitnis told the BBC last week that the question was whether Facebook had a strategy to bring advertisers in.

“My belief is that Facebook does have a strategy, they are ready with something they have not yet talked about. How effective it is we will have to watch and see.”

Win Yankee Tickets!  

Enjoy a great day at Yankee Stadium!

We are giving away two tickets to see the New York Yankees. 

All you have to do to win is be the first telephone caller (please don’t hit reply or send an email). Voice mail messages count so it's fine to leave a message.  Call Michael Borkan at (631) 667-5500 x 11.  These tickets are great seats and close to the field! 

  • Monday June 18th, 2012.  Yankees vs. Braves 7:05 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:

Stimulate Your Prospects' Brains For Better Direct Marketing Results

Seven Tips to a Successful Direct Mailing

Can Facebook Continue to Attract Advertising?

Ticket Giveaway!

New Clients

Mike Borkan's Links - Web sites you probably haven't seen

View Samples of Our Work

Newsletter Archives

Direct Mail Humor!

New Clients:

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

  • Evergreen

  • 4 New Lists from Statlistics

Mike's Favorite Links:

Some interesting links...

wizcabulary.com - a free vocabulary game for middle schoolers. It is a fun, interactive, vocabulary website designed to engage students in learning words that are appropriate for students in 5th - 9th grade.

mygrowth.com - This site has been built by a team of dedicated professionals on the premise that all people have the ability to achieve more in their lives. Join others like you, that want to make a change in their life. Connect with those that make a difference.

brotips.com - Life advice to the bros (men) of the world.

thechive.com - Random-but-interesting news. It is also a photo and video blog of the wacky, the inane, the curious, the thought-inspiring, and the preposterous.

dearblankpleaseblank.com - Poignant written letters. Letters of all kinds of high emotion and bizarre human experience. This site is absolutely mesmerizing as an exploration of human experience and emotion.

despair.com - As an antithesis to motivational posters, Despair.com takes inspirational photography and captions it with negative and cynical slogans. The effect is splendid, and is guaranteed laughter in offices everywhere.

Work Samples:

Did you know Talon offers the following services? 

Click on the links below to see samples.

Direct Mail Humor!

Do you need help with marketing to your clients?   Talon can help!  Call Michael Borkan at 631-667-5500 x 11 to learn how to increase revenue.

Newsletter Archives:

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