Welcome to the Talon Mailing & Marketing September 2009 Newsletter:
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What Do Customers Really Want?
By Lynne Saarte.
A recent study showed that customers are
looking for 4 things when they engage in business:
1. Customers want prompt and
This means having a frontline person who is friendly and who can give them
what they need right away. Fast and friendly service is the name of the
game. Whether you do it on the phone or person-to-person, the way to
generate clients and keep them is to provide them quality service ASAP.
The rule of thumb is to NOT keep your customers waiting. So if you are a
poster printing company for example, you would do well to provide fast
turnarounds for poster printing if you want to keep your customers coming
back to your shop. You better instruct your employees then to give
importance to providing prompt and friendly service, which your customers
would definitely appreciate.
2. Customers want their problems solved.
It is a cliché really but your customers go to you because they have a
problem that needs fixing. They need help. It is a no-brainer that they
will not need you if they do not have any problem, right? And trust me,
there are millions of problems that they need you to fix for them. They
will seek you out if they know that you can provide the solutions to their
concerns. And what is the best thing about it? You get paid for your
3. Customers want flexible policies.
Do not tell them “Sorry, it is company policy,” or “Sorry, we cannot do
that.” That is the quickest way to lose your customers. Your clients would
want to hear instead that you can be flexible – enough to give them what
they need. Flexible enough that you fit their expectations of your
Do not make the mistake of driving your customers away by sticking too
much to policies that you alienate your customers, and worse, impress on
them that you do not want to have anything to do with them. Policies are
made for your own advantage, not your customers. We all know that. But for
you to really keep your clients, you have to shake your rules a little to
accommodate what they need. That is, if you want your clients and
customers to come back and tell their friends about you.
4. Customers want you to fix any mistakes you
made, and give a little extra in return.
It is not just taking care of your customers when you make a mistake. If
you want them to come back, you need to go one step further and do
something extra for your customer.
More than the apology and remedy to a problematic situation, you also need
to give yourself a chance to go beyond their expectations. This means
seeing to it that everything worked out fine for your clients. By giving
them a call to check on them, or giving a 10% discount on their next
purchase; or even by not charging them for that particular purchase – you
are giving yourself a golden opportunity to position yourself as a kind of
business that they would want to go back to every time.
Great customer service is not just lip service. It is all about doing
something more than a little extra to your loyal clients. More so, that
they would keep you at the forefront of their minds every time they need
the kind of service you provide. And it is also great for word-of-mouth
marketing, by the way.
Lynne Saarte is a writer that hails
from Texas. She has been in the Internet business for some years now,
specializing in Internet marketing and online strategies.
The Best Examples of Google's Worst Ads.
By Nicholas Carlson, Adage.com.
Check Out What Can Happen When Contextual
Advertising Goes Very Wrong.
Google announced this week it will be "rolling out a series
of enhancements to AdSense's contextual targeting capabilities, which will
more accurately match relevant ads to web pages."
Good! Maybe now we can get past one of the internet's oldest problems:
embarrassing ads placed by contextual targeting.
"Contextual targeting" is Google's practice of scanning its publishing
partner's web pages for certain keywords or phrases and then using those
words and phrases to find the right to ads to serve to visitors of those
pages. A post on a group of cute puppies could turn up a Google ad for
But sometimes this process goes horribly wrong.
For example, back when terrorists attacked tourists in Mumbai last year,
In.com headlined a story "Terrorists killed the man who gave them water."
Google's ad for the occasion?
Click here to see Google's worst contextual ads ever.
Thing is, there have been plenty more awkward incidents like that -- way
too many, really.
We've collected some of the worst examples here.
Each of them are entirely explainable -- a video about US Airways airplane
crash would draw an ad for US Airways tickets because of the obvious
keyword match -- but given Google's technological prowess, each are
In a post to an official Google blog, AdSense product manager Woojin Kim
wrote, "we believe that with these changes users will start to see even
more relevant ads, advertisers will generate more attractive returns by
finding the right users, and publishers should make more money over time."
But let's be honest. Woojin could also probably have added: "And maybe
we'll embarrass ourselves and our partners a whole lot less."
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 don’t 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.
Sunday Sept 20th, Long Island Ducks vs. The Camden Riversharks 7:05 PM.
Monday September 7th
Yankees vs. Tampa Bay. 1:05 PM.
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Talon Mailing & Marketing Newsletter please
What Do Customers Really Want?
The Best Examples of Google's Worst Ads.
Yankee & Ducks Ticket Giveaway!
Mike Borkan's Links - Websites you probably
View Samples of our work.
Talon welcomes the following new clients this month to our growing
roster of customers:
Mike's Favorite Links:
Some interesting links...
trendwatching.com - Global
consumer trends, ideas and insights.
Economy.com - Moody's
Economy.com is a trusted independent
provider of economic analysis, data, and forecasting and credit
Thestimulist.com - The Optimist's
Googledictionary - Google's
Snopes.com - The definitive Internet
reference source for urban legends, folklore, myths, rumors, and
customerservicescoreboard.com - See how the customer service for
hundreds of top companies ranks based upon user comments and complaints.
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