Talon Mailing & Marketing

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Deer Park, NY 11729

(631) 667-5500

www.talon-mailing.com

Welcome to the Talon Mailing & Marketing March 2017 Newsletter.

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Two Compelling Reasons to Use Urgency Marketing

By Mike Ryan, Business2community.com

Most people want what everyone else has – and they want it even more when they think they might not get it.

Even if you’ve never heard the term urgency marketing, you’re probably familiar with the concept.

As the name implies, this marketing method is all about instilling a sense of urgency in your customers to induce them to buy your product or service. If you want to convert more of your leads and prospects into clients, and turn more of your clients into repeat buyers, there are two very compelling reasons why you should consider using urgency marketing in your direct mail postcards:

Most people want what everyone else has – and they want it even more when they think they might not get it.

What is Urgency Marketing?

Urgency marketing capitalizes on the fact that our brains tend to stop thinking rationally in urgent situations. The use of targeted techniques, along with specialized words and phrases, is a proven way to get people to bypass their analytical approach to buying (do I actually need it? can I really afford it?), and simply act on instinct.

Here are a few of the trigger words and phrases you’ll see regularly in urgency marketing copy:

  • Buy Now
  • Call Today
  • Act Immediately

When we read words like these, we feel the need to respond quickly to an implied deadline or suffer the consequences of missing it.

One of the most common urgency marketing techniques is driven by the concept of scarcity: the notion that something is very limited, either in quantity or availability. This tactic is a favorite of the airline industry, and you’ve probably seen urgent messages like these displayed on their websites:

  • “Only a Few Seats Left At This Price”
  • “Seat Sale Ends Today”

Why is Urgency Marketing So Effective?

A study of basic human psychology reveals that two of the key reasons why urgency marketing is so successful are that it speaks to our need to relate, and it plays on our fear of missing out.

1.  The Need to Relate
As humans, we have an inherent desire to not only stay socially connected with others, but to relate to them in some way. Urgency marketing resonates with this emotional need by showing us that other people, not so very different from ourselves, are already enjoying and benefiting from a particular product or service (“More than a million people have already subscribed – Sign Up Today!”)

2. The Fear of Missing Out
The Fear of Missing Out, or FOMO, is a well-documented psychological phenomenon that occurs any time we think we might not get something we really want – especially if we feel that “everyone else” is getting it. Scarcity-driven marketing tactics compound this fear by making it blatantly clear that if we don’t act now, we may not get another chance (“This is a One-Time Offer: Quantities Are Limited!”).

How to Use Urgency Marketing in Your Direct Mail

The best way to take advantage of urgency marketing in your direct mail campaign is through the use of:

  • Punchy and compelling headlines
  • Urgently worded messages
  • Call-To-Action (CTA) design elements
  • Vivid colors and appealing imagery
Although it may seem a little predictable and overdone, promoting a sense of urgency or scarcity in your would-be customers is still a pretty effective way to convince them to buy. But it doesn’t work on everyone. Even the very best marketing strategy can’t help you sell what someone doesn’t want. It’s vital that your direct mail postcards reach a qualified audience with a proven need or desire for what you have to offer.


Three Simple Ways to Leverage Customer Data

From: Marketingtango.com

These simple techniques can empower small marketers to better compete with larger, deeper-pocketed rivals.

One strategy that can be particularly effective is better leveraging of in-house customer data, much like large corporations mine so-called ‘big-data,’ only in a more familiar and relatable way.

Follow these three simple ways to help you bring a higher return on information you already have.

1) Leverage Customer Data to Shape Strategy.   Segmenting customers by relevant criteria enables you to tailor your marketing accordingly, including personalizing direct mail and emails and other tactics with appropriate imagery and offers.

Simply including the recipient’s first name in the email, or direct mail piece, can boost engagement.  One organization that added personalization increased their company’s  conversions by 15 percent.

2) Respond to Operational Lapses.   By closely monitoring customer feedback channels, including social media, you can understand the nature and sources of customer dissatisfaction. This helps “identify specific locations, processes or even employees that don’t maintain the company standard,” one marketer observed, and respond quickly and appropriately. The secret here is to ensure that “data is sufficiently aggregated,” so that reliable patterns emerge (an excessive number of returns or complaints from one store or website, for example), rather than basing responses on infrequent or one-off grievances.

3) Apply Insights to New Offerings.   “Mining data from support interactions can be a goldmine for developing future versions of your products,” says one marketing executive, relating how his company does it. At the end of each call or email they handle, “the support team simply asks customers if there’s a feature they’d like to see in future versions.” These ideas are immediately compiled on a nearby whiteboard, and with enough mentions, added to the next development-meeting agenda.

In the end, a more intentional and creative approach to leveraging data can only have upside for you and those you serve.


How to Create Sticky Direct Mail

By Summer Gould, Piworld.com

Sticky means direct mail that really resonates or makes an impression on your prospects and customers.

When this happens, they are more likely to respond to your offer. After your first hurdle of grabbing attention so that your mail piece does not end up in the trash, your next hurdle is drawing them into your messaging. This is where the sticky part takes place.

Here are three ways to make your messaging sticky:

1. Testimonials

People trust the opinions of others more than they trust companies. When you add testimonials to your direct mail you make your product or service more trustworthy, and people are curious about what others say so they will take the time to read them. The testimonials provide you with an unbiased opinion of your products or services; this is powerful for people who are unsure if they should buy from you.

2. Stories

People enjoy stories. When you create direct mail messaging with a story concept, you draw in the reader. In order to keep them interested, you need to have a good story. Build up curiosity so they want to know what will happen. Of course your story needs to fit in with your brand and product or service — just adding any old story is not going to help you. Everything in the direct mail piece needs to tie together to be effective.

3. Emotional

Emotion is a powerful sticky point. When nonprofits tug at heart strings to get donations, it works! Use emotion to draw people in. Even for-profits can do this. Think of ways that your product or service can create an emotional appeal. You don’t have to focus on just sad emotions — try out each one to see what will work best for you by testing ideas with a focus group of clients or people outside of your organization.

No matter what the format of your direct mail piece is, such as a letter, postcard or self-mailer, the stickiness of your messaging matters. On postcards, you will have to be very concise while still drawing them in. Letters give you plenty of space for messaging — keep in mind that people like to read the P.S. lines, so have a great sticky message here. Images can also help your direct mail be sticky. When you are able to convey your message through powerful images, it creates a great way to draw people in. Make sure that you are not using language to disengage people. Stay away from clichés, boasting and arrogant messaging. No one wants to read that. Open, honest language is the best.

Consider the messaging you have used on past direct mail pieces. What could you do with that messaging to make it even better? Do you find any of it to be boring? One thing you can’t do is have boring messaging in your direct mail. That is a sure way to get it thrown into the trash. If you know you have used good messaging in the past, use it again — but not word for word. Change it up to keep it fresh. If you use testimonials, don’t always use the same ones — switch them out. Interest in your direct mail pieces over time tapers off, so freshen up not only your look, but your messaging too.

Create your sticky now to increase your 2017 results. When you send mail to the right people, create an impression and provide a good offer: You will get results.


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! 

  • Wednesday March 21, 2017.  Nets vs. Detroit 7:30 PM.

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-mailing.com or contact Michael Borkan at (631) 667-5500 x 11.


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In this Issue:

Two Compelling Reasons to Use Urgency Marketing

Three Simple Ways to Leverage Customer Data

How to Create Sticky Direct Mail

Ticket Giveaway!

New Clients

Mike Borkan's Apps & Links - Apps & 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:
  • Douglas Elliman Real Estate

  • Razorfish Health

  • 3 New Lists From Statlistics


Mike's Favorite Apps & Links:

Some interesting things to check out...

Taskade.com - The easiest way to share your ideas, goals, and daily tasks. Make lists, organize your thoughts and get stuff done. It is free and instant!

Discover.getrevue.co - Discover the most interesting free newsletters in all subject areas.

Zenkit.com - A platform for collaboration and project management, Zenkit is the home for your ideas, your projects, your business. Let your data grow with you.

Plex.tv - Instantly access your movies, music & videos on any device, anywhere!

Outplanr.com - Turn your to do list into a work plan with Outplanr, and see what your team is doing in real-time.


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.


Newsletter Archives:

Click here if you wish to see past newsletters.  


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