Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing October 2010 Newsletter.

To view this newsletter using your Internet browser click here:

CMO Survey Reveals Marketer Optimism

by Kate Maddox, btobonline.com

Marketing executives are more optimistic about their current revenue prospects than they are about the state of the U.S. economy.

Marketing executives are more optimistic about their current revenue prospects than they are about the state of the U.S. economy, according to the August 2010 CMO Survey, conducted by the Fuqua School of Business at Duke University and the American Marketing Association.

The most recent version of the study, which is conducted twice a year, was based on an online survey of 574 senior marketing executives fielded between July 27 and August 18.

When asked how optimistic they were about the U.S. economy compared with the previous quarter, only 35.2% said they were more optimistic. That was down significantly from February's survey, when 62.1% said they were more optimistic, and from the year-earlier survey, when 59% indicated they were more optimistic.

However, when asked how optimistic they were about their own company's revenue prospects compared with the previous quarter, 63.9% of marketing executives said they were more optimistic. That was down slightly from February (68.9%) but up significantly from August of last year (47.2%).

“[Executives] are 'gloom and doom' about the overall economy, but they are much more optimistic about their own companies,” said Christine Moorman, senior director of business administration at the Fuqua School of Business and director of the survey. “They seem to be optimistic for a very good reason: Their companies are doing better.”

The CMO Survey found that on average, customer acquisition at the companies surveyed was up 2.6% compared with the previous year. Sales were up 2.2%, and profits, up 1.8%.

The survey also found that marketing budgets will increase an average of 9.2% over the next year, compared with a forecast of only 1.1% in the year-earlier study.

Spending on Internet marketing is expected to be up an average of 13.6% over the next year. Spending on brand building is projected to increase by 8.3%, and CRM spending, by 8.3%. Spending on new services is expected to rise 7.2%. All of those projections are higher than those made in the August 2009 study.

The survey also found that social media spending will grow from 9.9% of total marketing budgets to 17.7% in the next five years.

“Firms are increasingly aware of the importance of the key marketing assets they need to build, nurture, protect and leverage—the customer and the brand. They realize that if they don't take care of that relationship, they won't maximize profit,” Moorman said.

The 7 Key Differences Between Business-to-Business and Consumer Marketing

by Robert W. Bly

When asked if he could write an effective direct mail package on a complex electronic control system, a well-known direct response copywriter replied, “No problem. It doesn’t matter what the product is. You are selling to people. And people are pretty much the same.”

He’s wrong.

Yes, there are similarities. But there are also differences in selling to business and professional buyers vs. the general public. In fact, here are seven key factors that set business-to-business marketing apart from consumer marketing:

1. The business buyer wants to buy. Most consumer advertising offers people products they might enjoy but don’t really need. How many subscription promotions, for example, sell publications that the reader truly could not live without? If we subscribe, we do so for pleasure - not because the information offered is essential to our day-to-day activity.

But in business-to-business marketing, the situation is different. The business buyer wants to buy. Indeed, all business enterprises must routinely buy products and services that help them stay profitable, competitive, and successful. The proof of this is the existence of the purchasing agent, whose sole function is to purchase things.

2. The business buyer is sophisticated. Business-to-business copy talks to a sophisticated audience. Your typical reader has a high interest in - and understanding of - your product (or at least of the problem it solves).

Importantly, the reader usually knows more about the product and its use than you do. It would be folly, for example, to believe that a few days spent reading about mainframe computers will educate you to the level of your target prospect - a systems analyst with six or seven years experience. (This realization makes business-to-business writers somewhat more humble than their consumer counterparts.)

The sophistication of the reader requires the business-to-business copywriter to do a tremendous amount of research and digging into the market, the product, and its application. The business audience does not respond well to slogans or oversimplification.

3. The business buyer will read a lot of copy. The business buyer is an information-seeker, constantly on the lookout for information and advice that can help the buyer do the job better, increase profits, or advance his career.

“Our prospects are turned off by colorful, advertising-type sales brochures,” says the marketing manager of a company selling complex ‘systems’ software products to large IBM data centers. “They are hungry for information and respond better to letters and bulletins that explain, in fairly technical terms, what our product is and how it solves a particular data-center problem.”

Don’t be afraid to write long copy in mailers, ads, and fulfillment brochures. Prospects will read your message - if it is interesting, important, and relevant to their needs. And don’t hesitate to use informational pieces as response hooks for ads and mailers. The offer of a free booklet, report, or technical guide can still pull well - despite the glut of reading matter clogging the prospect’s in-basket.

4. A multistep buying process. In consumer direct response, copywriters’ fees are geared toward producing the “package” - an elaborate mailing that does the bulk of the selling job for a publication, insurance policy, or other mail order product.

But in business-to-business direct marketing, the concept of package or control is virtually non-existent. Why? Because the purchase of most business products is a multistep buying process. A vice president of manufacturing doesn’t clip a coupon and order a $35,000 machine by mail. First he asks for a brochure. Then a sales meeting. Then a demonstration. Then a 30-day trial. Then a proposal or contract.

Thus, it is not a single piece of copy that wins the contract award. Rather, it takes a series of letters, brochures, presentations, ads, and mailers - combined with the efforts of salespeople - to turn a cold lead into a paying customer.

5. Multiple buying influences. You don’t usually consult with a team of experts when you want to buy a fast-food hamburger, a soda, a bottle of shampoo, or a pair of shoes, do you? In most consumer selling situations, the purchase decision is made by an individual. But a business purchase is usually a team effort, with many players involved.

For this reason, a business purchase is rarely an “impulse” buy. Many people influence the decision - from the purchasing agent and company president, to technical professionals and end-users. Each of these audiences has different concerns and criteria by which they judge you. To be successful, your copy must address the needs of all parties involved with the decision. In many cases, this requires separate mailings to many different people within an organization.

6. Business products are more complex. Most business products - and their applications - are more complex than consumer products. (For example, clients I now serve include a commercial bank, a manufacturer of elevator control systems, a data processing training firm, a database marketing company, a mailing list broker, a general contractor, and a semiconductor manufacturer.)

Business-to-business copy cannot be superficial. Clarity is essential. You cannot sell by “fooling” the prospect or hiding the identity of your product. Half the battle is explaining, quickly and simply, what your product is, what it does, and why the reader should be interested in it. “In high-tech direct mail, the key is to educate the prospect,” say Mark Toner, who manages the advertising program for Amano, a manufacturer of computerized time-clock systems. “With a product like ours, most customers don’t even know of its existence.”

7. The business buyer buys for his company’s benefit.  The business buyer must acquire products and services that benefit his company. This means the product or service saves the company time or money, makes money, improves productivity, increases efficiency or solves problems.

The business buyer is for himself first; and his company, second. To be successful, your copy must not only promise the benefits the prospect desires for his company; it should also speak to the prospect’s personal agenda, as well.

In short, in business-to-business marketing, the rules are different.

This article appears courtesy of Bob Bly's Direct Response Letter. For more information on how Bob Bly can help you, please visit his web site at www.bly.com.

Direct Mail Copywriting is an Art Form

"Direct marketing executives must ensure that their direct mail promotions are both emotive and factual."
               - Naomi Finkel

US-based marketing consultant Naomi Finkel points out that there "definitely is an art to writing direct mail copy."

In a column for Ventura County Star, she urged companies to hire professional marketing agencies to manage their direct mail promotions or to at least invest in books or classes in copywriting.

She claimed that while direct mail should appeal to recipients through good value offers and information, it should also speak the "language" of a given audience.

"There are certain key words that appeal to different age groups, lifestyles and occupations. Do you know what they are? Take a look at what they read, what they buy and why. Stay away from double talk and remember to keep it simple," commented Ms. Finkel.

Meanwhile, Richard Tooker, vice president and solutions architect at US firm KnowledgeBase Marketing, recently wrote for DM News that marketing databases can be used to boost levels of customer service by also driving non-marketing related communications.

  Ticket Giveaway!   

Talon has great seats for you to win.

We are giving away a pair of tickets to see the New York Jets!  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. 

The Jets tickets are club seats so be prepared to be pampered!  Should you get cold or wish to come in from the elements you can hang out in the luxurious clubhouse.

Also included is a VIP Parking Pass which is closer to the stadium than standard parking passes.

  • Thanksgiving Evening 8:20 PM.  Jets vs. Bengals

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.

If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here: 



In this Issue:

CMO Survey Reveals Marketer Optimism

The 7 Key Differences between Business-to-Business and Consumer Marketing

Direct Mail Copywriting is an Art Form

Jets Ticket Giveaway!

New Clients

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

View Samples of Our Work

Newsletter Archives

Direct Mail Fun!

New Clients:

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

  • Lion Air

  • 4 New Lists from Statlistics

Mike's Favorite Links:

Some interesting links...

aolanswers.com - ask a question... they will forward it to people who know the answers.

Avast! - a free computer virus protection program.  Better than most commercial products.

wakerupper.com - the Web's easiest telephone reminder tool.  Schedule reminder calls on the Web.

foodonthetable.com - the better way to plan meals and save money.

shareli.com - group buying to get what you want at a big discount.

thefrisky.com - celebrity gossip, relationship advice and tips and more for real women everywhere!

Work Samples:

Did you know Talon offers the following services? 

Click on the links below to see samples.

Newsletters Archives:

Click here if you wish to see old newsletters. 

Click on these Links to Learn More About Talon:

The Tour


Our Services

List Rentals

Postage Rates


Archived Newsletters

Contact Us


If you do not wish to receive the Talon Mailing & Marketing Newsletter please click here: