Welcome to the Talon Mailing & Marketing January 2017 Newsletter.
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Ways To Increase The Effectiveness Of Your Marketing
By Matt Press, Business2community.com
Most businesses market their products or services somehow, with varying
degrees of success. But the majority of companies get it badly
Those who are able to create amazing marketing campaigns
spend a pretty penny to make it happen, so up crops the issue of ROI.
Tip 1: Choose the right marketing strategy.
If you’re an entrepreneur or small business owner, it’s a minefield. You
might know what you’re selling inside out. You might even know your
audience…but you’re still going to have to make some good decisions.
There are so many types of marketing out there. Ensure that you pick an
appropriate marketing strategy and not just whatever’s in vogue.
For instance, there’s no point heading to social media if your audience
won’t be there.
Work out your goal, assess what resources you have available and take an
overview of your market. Then plan the best way of getting from A to B.
Tip 2: Become more efficient.
A recent article on Copyblogger.com, claims that the best
content marketers are lazy. The reason behind this is that being lazy
isn’t always bad.
In this context, the idea is that lazy people will always look for systems
and processes that will save time and help them become more effective.
So, whatever marketing strategy you’re executing, ensure that you’re
leveraging your time well. Marketing plans should be repeatable.
Tip 3: Avoid procrastination.
This is a biggie that most business owners will identify with.
As a copywriter, I’m big on perfection. In some ways, that’s a good thing.
At other times, it really holds me back.
When you’re a business owner, you can’t wait for the perfect set of
circumstances to execute a marketing strategy.
If you’re avoiding doing something, for whatever reason, tell yourself
that your marketing collateral doesn’t have to be perfect. I don’t think
customers expect you to create flawless marketing.
Tip 4: Understand human psychology.
No matter whether it’s B2B, B2C or B2P marketing, we’re still talking
about communicating with humans.
Essentially, it’s all the same; it’s all selling. And, by appreciating how
we’re influenced by different words and images, you can greatly increases
the chances of success.
By way of an example, take trade marketing. There’s a growing trend for
marketers to combine trade marketing with shopper marketing.
They’re doing that because they have so much in common that it makes sense
Manufacturers use trade marketing to create demand for their products with
retailers, wholesalers and distributors. Meanwhile, shopper marketing
traditionally concentrates on influencing consumers at the
But the point is, a good trade marketer will understand both the product
and the market. They’ll know what their audience wants from their product
and how to affect consumer behavior.
Perhaps it’s the language in the product description, the color of the
packaging or the price point. Regardless, he or she is therefore
likely to be able to market accordingly.
Tip 5: Mindset is everything.
If there’s one thing I’ve learnt from writing 1,000s of marketing
messages, it’s that you have to believe in them if they are to be of any
There’s no reason to be backward in coming forward. A product or service
has been created so that it solves a problem and can be solved.
I think that marketing should be pretty aggressive. Otherwise, what’s the
point? But creating the right vibe around a product can be tricky if
you’re not in the right frame of mind.
Be positive. Know your products’ strengths.
Eight Ways To Improve Your Direct Mail
By Mark Mersman, Investopedia.com
Direct mail is making a comeback. While
some marketers are quick to turn to digital marketing, ignoring more
tangible tactics like direct mail may be a missed opportunity.
In reality, communicating via email is impersonal and
snail mail connects in ways that other media can’t match. According to the
United States Post Office (USPS) and the Direct Marketing Association
(DMA), 70% of Americans said snail mail is more personal than the
internet. In fact, the most successful email marketing messages are those
that actually look like a personal email. A simple subject line like
“question for you” will likely outperform something that appears much more
commercial. Personalized messaging directed at the right target audience
is critical with direct mail as well.
Studies have shown that an individual or organization needs to make
multiple impressions on a potential client in order to build trust,
confidence and a positive reputation. From this research, a rule dubbed
the “Rule of Seven” by Dr. Jeffrey Lant says that contact
should be made with potential clients a minimum of seven times within 18
months for them to remember the marketed person or business. While email
is much cheaper than direct mail, remember that you’ll often get what you
pay for. Our data has shown that email marketing is far more effective
when used as a follow up with prospective clients who entered your client
acquisition funnel through different means.
So how can advisors improve their direct mail marketing efforts? Here are
eight items to keep in mind.
1. Know When to Use Postcards - One of
the most effective ways to communicate via direct mail is by using
postcards. Beyond just being cost effective, the postcard is a valuable
marketing tool because of the visual impact it can have on the consumer.
Postcards also have a higher read rate than other direct mail.
2. Choose a Strong Headline/Title -
The effectiveness of a marketing effort will only go as far as how strong
your headline/title will be. When our firm creates new marketing content,
the lion’s share of the time spent on creating the piece actually goes
into having an impactful headline. The headline or title of a direct mail
piece can be similar to the subject line of an email. It has one purpose –
to draw them in. The headline should feel personalized enough to
communicate to the recipient “this message is specifically for you.” Let’s
face it, it’s human nature to ask, “What’s in it for me?”
3. Define and Target Your Market
- Message-to-market match is critical to the success of any marketing
campaign, whether it’s direct mail or otherwise. You can have the
strongest headline in the world, but if there is not a message-to-market
match, the campaign will fail miserably. Define your market and cater the
headline and message to speak directly to that consumer.
4. Don’t Be Afraid to Experiment -
Marketing is all about trial and error, so don't be afraid to experiment
with direct mail campaigns. A/B split testing is imperative. The most
common mistake when testing copy is too much change all at once.
Typically, it's advised to change one variable when conducting split
tests. For example, change the headline, or change the size of the
postcard, or change the font. Just don’t do it all at once as you won’t be
able to track what change actually contributed to better (or worse
results). Be sure when testing to use a large enough sample size. Consider
a minimum of 1,000 per split as the low-end starting point.
5. Ugly Outperforms Pretty
- It’s easy for smaller firms to exhaust too many resources on creating a
campaign that looks pretty. In fact, if you hire an outside design firm to
help, you’ll find that designers will go to great lengths to make a piece
pretty. They have to justify their costs, right? More often than not, ugly
will outperform pretty when it comes to direct mail marketing. Put the
focus on the title, copy, and call to action rather than making a piece
pretty with graphics and pictures.
6. Know Your Audience
- If you’ve hired a marketing design firm and insist on making your
marketing pieces look pretty, put the focus of those efforts on your
existing client base. At this point, your brand and picture comes more to
the forefront. With any marketing effort, be sure to define what success
will look like and use your intended audience to dictate what the
marketing piece will look like.
7. Diversify -
Seasoned investors diversify because it is the smart thing to do. The same
holds true when it relates to marketing efforts. Approaching a marketing
campaign from a digital perspective (email/social media), in addition to
direct mail efforts will have a much greater opportunity for exponential
8. Data Quality is Critical -
There isn’t a day that passes where I’m not offered the opportunity
to purchase a list of “qualified prospects.” Using the right data provider
(consumer lists) is of equal importance to that of having an effective
title/headline. In the world of lists, there are data compilers and there
are data resellers. Do your homework to determine who has the cleanest
data for the specific demographic you are looking to reach. Not all lists
and data providers are created equal. Purchase new lists regularly, as the
average person in the United States is expected to move more than 11 times
in their lifetime, according to the Census Bureau. This means that your
list will “turn over” as much as 25% annually.
Ways To Supercharge Your Postcard Marketing
By Mike Ryan, Business2community.com
Direct mail's a great way to personalize your marketing and guarantee your
message reaches recipients (unlike other types of marketing).
Using postcards saves you money over other, bulkier forms
of mailers while allowing you to connect with your local market.
Of course, if you’re conducting your own postcard
marketing campaign, you may end up understandably underwhelmed with the
results. You needn’t go it alone or reinvent the wheel, though. You’re not
the first company to use direct mail marketing and there are companies
that specialize and excel in this very field.
That said, you want to go beyond the basics, and there are a few simple
tips and tricks that could help you to supercharge your efforts and boost
results. Here are some options to take your postcard marketing campaigns
to the next level.
1. Understand your target audience.
You have a basic understanding of the design elements
you need to include in your direct mailers, and you even have some ideas
about attractive layout and design. It’s all for naught if your target
audience doesn’t find your postcards appealing, though, so you have to
market to your specific demographic.
What does this mean? For one thing, men and women are attracted by
different colors. If you’re marketing to women, you don’t necessarily want
to utilize a color palette that is more attractive to men. The content you
use, both text and images, should also be tailored to your target market.
Small tweaks that appeal to a target group could significantly improve
2. Hone your offer.
Your goal in sending out postcards is almost certainly to
raise awareness of your business within the local community. From there
you need to bring in business. You can do both with direct mail by
offering something enticing, from unique products or services, to
discounts and deals.
It almost goes without saying that you need to incentivize consumers to
get up off the couch and visit your place of business or call for an
appointment if you’re a service provider of some sort. Whatever you offer
through your mailer has to be worth the effort.
This comes back to understanding your audience. What do they want? What
problem do they have that you can solve? Once you answer these questions
you can figure out how to spice up your offers to see greater ROI.
3. Double down.
Follow-up increases awareness and recognition, improving
your odds of seeing a response. No marketing effort should be stand-alone.
You should therefore pair postcard mailings with other marketing efforts
like phone calls and/or an online campaign to boost results.
4. Maintain current mailing lists.
This is a biggie. If you want to see the best results from
any marketing campaign, you need to focus on the audience that you already
know has an interest in what you’re offering. Then you can use
meticulously-crafted postcard mailing campaigns to grab their attention
and convince them that your business is the one they need.
Win Brooklyn Nets Tickets!
Enjoy a great day of Basketball!
We are giving away two tickets to see the Brooklyn Nets.
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!
Tuesday January 17, 2017.
Nets vs. Toronto 7:30 PM.
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Five Ways To Increase The Effectiveness Of Your Marketing
Eight Ways To Improve Your Direct Mail
Four Ways To Supercharge Your Postcard Marketing
Mike Borkan's Apps & Links - Apps & Web sites you probably
View Samples of Our Work
Direct Mail Humor!
Talon welcomes the following new clients this month to our growing roster
Mike's Favorite Apps & Links:
Some interesting things to check out...
With working example apps to remix, a code editor to modify them, instant
hosting and deployment - anybody can build a web app on Gomix, for free.
Teleport.ninja - Turn any video
into a website. Create an immersive interactive experience in a matter of
minutes, with a simple video, and engage your audience in your story.
Serialreader.org - Read classic
literature in daily bite-sized bits.
Twenty20.com - Photography for the rest of us.
Real-world stock photos. For creatives. By creatives.
Usecalltoaction.com - Find
and contact your Congressional representative. Calling the district office
of your Congressional rep is the most effective way to get government to
listen to you, according to political staffers.
Ava.me - Ava is the fastest and easiest
way for deaf & hard-of-hearing people to understand and participate in
conversations with people who can hear.
Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
Click on image below to enlarge.
Do you need help marketing to your clients? Talon can
help! Call Michael Borkan at 631-667-5500 x 11 to learn how to
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