Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing February 2014 Newsletter.

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Not Working With Talon?   Does Your Provider Do This?

By Michael Borkan

As a large snow storm arrived, Talon needed to find a solution to keep a 907,000 quantity project on schedule.

In today's business environment, it's more important than ever to find the right fit when working with direct marketing service providers.

Choose a company too big and you could get lost or receive less than ideal service. Pick an organization too small and you could get burnt with late completions or limited services and options.

I'd like to share a story of how Talon was big enough (and determined enough) to keep a client's critical project on-time.

Recently a long-time customer had planned for Talon to perform a complicated merge/purge. The data processing and subsequent mailing had been planned for months.

To perform the merge/purge, Talon was to receive and process numerous lists, comprising many segments from outside companies. The rented names and the mailer's customer files totaled 907,000 names. The names and addresses were to be merged, cleaned, run through the National Change of Address system and then run against the Direct Marketing Association's do not mail file. Additional suppressions and marketing steps such as scoring were to be done too.

After completing these steps, Talon would supply our client with final mailing counts. Based upon those counts, the client would instruct us how to split the names into various mailing lots, assign keycodes and salutations, upper/lower case and reformat the data. The final step was to send the data electronically to it's final destination for the mailing.

Unfortunately, and beyond our control, with little warning, a major snow blast appeared and the weather forecasters were calling for a foot or more of snow.
Getting to the office on-time the following morning would be complicated if not impossible. The project was due to be completed that morning and the client was hoping the files would be sent immediately after approving the final counts.

The Talon crew held an emergency meeting and figured the best way to keep this project and our other projects on schedule was to tap into the computers at work and perform the final procedures remotely from home.

Joseph Daina, Talon's Data Processing manager, took the project's paperwork home with him as the snow storm was hitting. Other staff members did the same with other projects.

Just as the forecasters predicted, the next morning there was a foot of snow on the ground.

From his home, Joe was able to run the job and stayed in contact with our client throughout the process.  Once the client approved final counts, the job was on it's way, before 12:00 Noon, just as promised.

This is not the first time I've written in our newsletter about the efforts of our team and how we solve hurdles and meet deadlines. I'm sure it won't be the last story either.

If you are not a Talon client and have been frustrated by late projects or concerned with poor customer service, or inflexible options, perhaps it's time you called us.

Three Tips For Getting Your Direct Mail Letters Read

By Charles Gaudet, business2community.com

Although the Internet has drastically changed the face of marketing, you can still reach prospects and generate sales through direct mail marketing.

In many cases, weíre seeing direct mail marketing as more effective than email or banner ad marketing because there is less competition. Instead of competing with a hundred other emails or image ads, you only compete with a small stack of bills and junk mail. Itís not uncommon for our return on investment to exceed 100 percentÖ not too shabby.

In order to grab recipientsí attention and compel them to buy from you, though, it is important to craft your direct mail pieces carefully. It doesnít have to be difficult to create a winning piece that gets attention.

Here are a few tips to get you going:

Drag Out the Pen and Paper

What you do when you get a piece of marketing in the mail? Toss it to the side? Does it even make it in the house before hitting the trash? Hereís a tip that works every time: The first goal of direct mail is to get your envelope opened.

So hereís a trick: Write the addresses by hand.

Most direct mail marketers use printed labels or envelopes with printed addresses when sending direct mail pieces. It might be cheaper and faster, but your pieces will end up being nothing more than junk mail. Handwritten envelopes spark curiosity because they are unusual. Prospects naturally want to know whatís inside.

Less than 1 in 100 recipients will throw away a hand-addressed letter without opening it. If you want to get the word out about a special offer, a new product, or the grand opening of a new store location, this is the route to take.

Opt for Variable Printing

If you walk into a meeting and are handed a stack of papers just like everyone else, do you feel special? Of course not.

Now, if the attendant addressed you by name, and your name was on those papers, you may feel far more important. Thatís what variable printing allows. You can also use variable printing to insert the prospectís name, location, and other data into the body of the letter.

This extra step of personalization makes recipients feel more special Ė and if you can make your customers feel more special, youíre already more than halfway to the sale!

Pay Attention to the Layout

Here are some must-do tips for layout. This isnít the place to mess up Ė especially now that you have your readers in the envelope and feeling good about your letter:

  • Use a font large enough to make it easy to read. Big, important messages and points should be larger than other details.

  • Donít use big paragraphs of text. Break it up into small sections. People donít read long letters, but skim them for information.

  • Use a bulleted list, just like this. People are naturally attracted to reading bullets, so highlight the most important points here.

  • Use images, but not too many. You donít want there to be so many images that the prospect is only looking at the pictures.

  • And one of my favorites: Feel free to use highlighting and handwritten notes in the margin. This drastically improves readership, as it feels more personal.
By using these simple strategies, you can create direct mailers that excite and engage your prospects. As you test and refine your marketing mailers, you can turn a higher percentage of your prospects into satisfied buyers.

Charles Gaudetís marketing insight has earned him the title of ďThe Entrepreneurís Marketing ChampionĒ by both his clients and Insidersí for his ability to help them out-compete, out-market and out-earn their competition. As the founder of PredictableProfits.com, heís an expert at helping entrepreneurs radically improve their profits through a series of effective marketing strategies.

Three Ways Direct Mail Delivers Better Than Google

By Entrepreneur Press

More commerce and wealth is created by direct mail than any other media.

Google has become the go-to method for search marketing, prompting small business owners to regard direct mail as irrelevant. According to direct mail marketing specialist Craig Simpson, embracing this viewpoint is a mistake.

"The truth is, more commerce and wealth is created by direct mail than any other media," says Simpson in his new book, The Direct Mail Solution: A Business Owner's Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail Campaign (Entrepreneur Press 2014) with Dan S. Kennedy.

Simpson claims that while there may be 3.3 billion searches on Google each day (and thousands, in many cases, can return millions of results for each) there are three simple things Google doesn't do that a successful direct mail campaign does:

  • Direct Sales. They happen when people aren't shopping.  A person who shops with your competitor is probably not looking to replace them. However, if your sales ad shows up in their mailbox making a case for superior service and presenting a terrific offer, that same person who hadn't thought about switching could be encouraged to try your service or products.

  • Sole Focus. An online search never lists just you.  A Google search will result in millions of competing options, drawing potential customers into confusion and chaos. "Even if the person searching checks out 10, 25, or even 50 search listings, the odds of them finding you are slim. Circumventing your search with direct mail limits those odds and puts your business at their fingertips," explains Kennedy.

  • Guarantee. Buying online ads doesn't mean people will see them. Google is constantly changing their algorithms and rules, judging your ads and determining your ranking and how much traffic gets to youómaking them in control of your ads, not you. Direct mail campaigns are pretty static and you control it. You create the ad, pick the right people who get it, and you keep the profits.

Dan S. Kennedy is a strategic advisor, consultant, business coach who directly influences more than one million business owners annually. He is the author of the popular No B.S. book series from Entrepreneur Press.

Craig Simpson has managed thousands of direct mail campaigns and has grossed hundreds of millions in revenue for his clients over the past 15 years. Simpson is the owner of Simpson Direct Inc., an Oregon-based direct marketing firm, and a respected speaker/presenter on the topic of direct mail.

Their new book The Direct Mail Solution: A Business Owner's Guide to Building a Lead-Generating, Sales-Driving, Money-Making, Direct-Mail Campaign is available at all fine book retailers.

  Ticket Giveaway!   

Talon has great seats for you to win.

We are giving away a pair of tickets to see the New York Islanders!  To win, be the first telephone caller (please donít 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. 

  • Thursday February 6th, 7:00PM.  Islanders vs. Calgary Flames

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:

Not Working With Talon? Does Your Provider Do This?

Three Tips For Getting Your Direct Mail Letters Read

Three Ways Direct Mail Delivers Better Than Google

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:
  • Bellavia Blatt Andron & Crossett

  • Town of Brookhaven

  • 3 New Lists from Statlistics

Mike's Favorite Links:

Some interesting links...

hshtags.com - A social media search engine dedicated to hashtags.

tubeoffline.com - Download videos from Youtube, SoundCloud mp3, Facebook, VK, Putlocker, Xvideos & more...

fan.tv - A slick launchpad and site to find and watch what you want.

stitcher.com - The latest in news, sports, talk, and entertainment radio anywhere, on demand. Stitcher is the easiest way to discover the best of over 20,000+ radio shows, live radio stations and podcasts.

everysingleauction.com - The place to discover upcoming auctions from hundreds of auctioneers.

Work Samples:

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 increase revenue.

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