Talon Mailing &
Marketing, Inc.
561 Acorn Street, Deer Park, NY
11729
(631) 667-5500
Welcome to the Talon Mailing & Marketing August 2003
Newsletter:
To view this
newsletter using your internet browser click here:
New Laws Impact How You Can Reach Customers and Prospects.
By Michael Borkan
Telemarketing,
Fax Advertising and Email Marketing may not be dead but as Bob Dylan once
sang.... "The Times They Are A Changin".
Approximately 30 days ago our federal government announced
plans to start collecting people and phone numbers for a national do-not-call
list. The new system is to be run
jointly by the Federal Trade Commission and the Federal Communications
Commission. In the first three days
over 13 million numbers were put on the list. More than 14 million people who are on various state versions
of the do not call list are being transferred to the federal program. FTC officials estimate that the national
list could grow to 60 million.
The program takes effect October 1, 2003. Telemarketers who call those on the Do Not
Call List could be fined as much as $11,000 per call.
According to the Direct marketing association, marketers
spent $80.3 billion on telemarketing in 2002.
Before the federal government announced sweeping changes last month, the
DMA had expected that expenditure to grow to $104.8 billion by 2006. Now it's likely that much of that money will
wind up in other advertising mediums such as direct mail, internet-based
marketing and traditional media advertising.
Many Telemarketers Are Exempt From The
Do-Not-Call List
Many states have their own do not call lists and
telemarketing restriction laws. Each
state has exempted groups such as real estate agents or fundraisers. The new Federal Do Not Call List will create
a minimum standard of who is exempt. If
a state has more stringent limits that's fine, but states are not allowed to
create legislation to go below the federal standards.
The following industries are exempt from the National Do Not
Call legislation: Political
organizations, politicians, charities, telephone surveyors, and insurance
companies. Remember these exemptions
are not set in stone since individual states do have the option to further
restrict industries.
Proposed Laws for Email Spam:
Spam and what to do about the growing problem has been all
over the news lately. Two states, Colorado and Missouri are considering the
creation of "do not e-mail" registries patterned after the statewide
"do-not-call" lists that restrict the activities of telemarketers.
Legislation introduced in each state would create a central
database of residents who don't want to receive unsolicited e-mail and would
allow consumers to sue marketers who ignore their wishes.
New York Assemblyman Charles Nesbitt is sponsoring a bill in
New York to create a do-not-email registry.
Modeled after New York's successful do-not-call list, the no-spam
registry would require marketers to omit email addresses that appear on
it. Marketers who do not comply would
be heavily fined.
Businesses which already have a relationship with a customer
would be allowed to send e-mails without being subject to the fines as long as
they act upon client's requests to be opted out of future email blasts.
New Rules For Fax Advertising:
The Federal Communications Commission is in charge of
regulating fax advertising. Marketers
have been able to send fax advertising only to consumers with whom they had an
existing business relationship.
There is an $11,000 per violation penalty when sending faxes
to non clients.
According to new more stringent rules an existing business
relationship will not be enough and marketers will need to obtain express written consent (including a
signature) before sending faxes.
The new rules will take effect 30 days after being published
in the Federal Register which should take place sometime in late July.
Restrictions are Pushing Marketers Back to
Traditional Direct Mail.
Companies who have used telemarketing, email and fax to
market their products will be hampered by these new restrictions. The new telemarketing laws, combined with
consumer backlash over email marketing (yes spam) are encouraging marketers to
emphasize traditional direct mail advertising. According to the Direct
Marketing Association, direct mail in 2002 was a $49.1 billion industry. Although impossible to predict, it looks
like the new laws will keep direct mailers even busier in 2003.
Eight
Copy Glitches That Dry-Gulch Results
By Lee
Marc Stein, President, LEE MARC STEIN, LTD.
Most
direct response writers have learned the importance of presenting benefits
instead of listing features, of asking for response, and of positioning the product
or service they’re promoting. Many, however, commit less publicized sins of
commission and omission which can be equally harmful to response.
1. Being too logical and neat. This sin occurs most in business-to-business
mail, but there are evidences of it in financial services marketing and
elsewhere. It happens because writers forget that people respond with their
hearts, not just with their heads. A direct mail package or print ad is not
simply a linear sales presentation. When you try to sell with 100% logic, the
resulting creative product lacks the warmth and emotion that engages the
reader. The concomitant of neatness is lack of surprise. There is no love
handle for the prospect to grab.
2.
Ignoring alternatives to the product or service being promoted. This sin arises when writers have not done
the necessary homework. The result is a "generic" sell. The marketer
doesn’t implicitly answer why his or her product is more beneficial than what
the prospect is currently using. When alternatives are not discussed and
convincingly dismissed, the prospect’s natural inertia blocks response and a
sale.
3.
Overestimating the intelligence of your audience. Most copy gurus justifiably warn about
underestimating intelligence. However, a misjudgment on the other side can be
just as detrimental to results. Most of these glitches occur in efforts to
business, professional or technical audiences. Copy often begins "in
medias res" – without the background that allows readers to get up to
speed. Prospects are so lost in technical gobbledygook that they don’t
understand what is being sold, how it can help them, and how to get it.
4.
Operating on an unvarying decibel level. In a world of never-ending crescendos, direct response
writers must orchestrate carefully. Unmitigated blares of trumpets throughout
direct mail packages or print ads succeed only in getting prospects to install
permanent ear plugs. Violins must be blended with trumpets, whispers with
shouts, bold claims with quiet assurances. Even in a short business-to-business
letter, commands and innuendo must be skillfully woven: too much command
creates resistance; too much innuendo loses the prospect in the shadows.
5.
Failing to sell prospects on reading the advertising. Copywriters have two missions. The major one
is to sell the product or service and to generate response. (In lead
generation, the major mission is to sell the prospect on taking the first
step.) However, first they must convince prospects about the value of the
advertising itself. In other words, provide an answer to "Why should I
bother reading this? What’s in it for me?" Failure to accomplish this
mission is not a failure to attract attention. This glitch occurs after gaining
attention, and is a much deeper problem. In classic direct mail, if the
envelope serves as the attention-getter, it is the content of the Johnson box
or first paragraph that tells prospects why they should be interested enough to
read on.
6.
Burying the differential advantage. One step above the writers in the "this widget has 23 bevels,
114 screws" school are those who have learned it’s a good thing to turn
features into user-benefits. But they haven’t learned that it serves no purpose
to throw 50 benefits at the prospect at once, not that all benefits are not
equal. Even writers who know to look for primary and second benefits
unfortunately have not learned (or don’t and never will have the instincts) to
distinguish between primary and secondary.
One major reason for this glitch is that the writer is working
in a vacuum. There is no marketing plan, positioning statement, or creative
platform. No one has taken the time to determine what the hot button really is…
what advantages the particular product has over its direct or perceived
competitors… and why, for example, for a particular product, saving money is
not nearly as important a benefit as saving time.
7.
Using testimonials in the wrong way or to the wrong market. It was Milt Pierce who first suggested adding
"C" (for credibility) to the old "AIDA" formula. A classic
way to do that is with testimonials. But be careful how you use them. Don’t
replace your selling thrust with testimonials; use them to augment your thrust.
Don’t use the ones that read as if they were written by you; use real ones, ones
that are believable to your particular audience. Testimonials may actually harm
response if your target is top-level executives or leaders of any type.
"Pioneers" are not often influenced by other people’s opinions and
may resent that kind of approach. If your prospects are "emulators,"
however, testimonials can be extremely effective.
8.
Getting tired. You’ve
written a marvelous opening paragraph… your enthusiasm carries you to the
bottom of the first page… your sub-heads are grabbers… and then something
happens. Perhaps you’ve run out of story, or shot your proof points, or haven’t
found a good way to close. So you tail off "not with a bang, but a
whimper." Who cares? You know how strong your opening is, you know you
have the right benefits and tone. Who cares? Prospects do! They can sense when
your enthusiasm begins to flag, and it leaves a sour taste. They think
"Maybe this is like their product. It works when I first get it, then
loses its energy." For any who doubt that prospects care about the last
page of a letter, just plant a typo and watch the mail.
© 2002 Lee Marc Stein, Ltd., 41 Executive Drive, Hauppauge, NY 11788,
Phone: 631.724.3765 Fax: 631.724.6202
LEE MARC STEIN is a direct marketing strategic
and creative consultant with over 35 years of experience. You can read more of his articles on
www.leemarcstein.com. You can contact
Lee directly at lmstein@optonline.net.
Talon would like to welcome the following new clients this
month to our growing roster of clients:
Mailing
Clients
·
Intellidyn - Data
integration / warehousing, analytics, modeling channel integration and
performance assessment.
·
Bronner's Christmas Wonderland - World's
largest Christmas store visited by millions of people; over 50,000 items.
·
US Cavalry - Military and Adventure Gear
New Mailing Lists Housed at Talon
(we house over 600 mailing lists)
·
Z Journal - Magazine
for IT management professionals using IBM zSeries & S/390 Systems
·
Noboss - The National
Organization of Business
Opportunity SeekerS
·
Wizard Industries - Data &
Document Security; Monitor and Security Software
·
Lazervac - Household and Hardware
products
·
Vertical Markets - Online sales
& marketing products.
·
Jewish Guild for the Blind - Donors List
·
Sports Section - One of the
country's largest sports and memorabilia company.
Mike's Favorite Links:
Here are some links you probably are not aware of:
Work
Samples:
Did you know Talon offers the following services? Click on the links below to see samples.
·
HP High
Quality Inkjet (near laser quality)
·
Data Entry
(from 100 to 100,000 names and addresses)
·
Polybag
and shrinkwrap services
·
Merge/Purge
services with comprehensive reports that can instantly be retrieved from the
internet
Click here if you
wish to see old newsletters.
Yankees
& Mets Ticket Giveaway:
We are giving away two tickets to the Yankees and Mets! To win be the first telephone caller (please
call don't hit reply or email). Call
Michael Borkan at 631-667-5500 x 303.
One set per winner and you must make arrangements to pick up the
tickets. 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@talonmm.com
To learn more about our company, please visit our web site: www.talonmm.com or contact Michael Borkan at
(631) 667-5500 x 303.