Welcome to the Talon Mailing & Marketing March 2019 Newsletter.
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New Book Can Dramatically Improve Your Marketing
Robert Bly's book - The Direct Mail
Revolution: How to Create Profitable Direct-Mail Campaigns in a
Digital World, shares his groundbreaking strategies for winning customers
and earning profits with direct mail.
The decline in email open and click-through rates is one of
the many reasons why direct mail has made a dramatic comeback in both
usage and effectiveness. In 2016, direct mail response rates increased to
5.3% to house lists and 2.9% to prospect lists.
About the Book
Over the last decade, the US Postal Service handled 27.7% less mail than
before. Less mail in the consumerís mailbox means less competition and a
better chance of your direct mail piece being noticed, read, and responded
In our digital world, itís easy to overlook the power of a snail mail
marketing piece. But think again because when you could earn as much as a
1,300% ROI, why would you not want to generate more leads, orders, and
sales with the power of direct mail? Itís time to transform your
marketing. Itís time for The Direct Mail Revolution.
Legendary copywriting pioneer and marketing expert Robert W. Bly shares
his groundbreaking strategies for winning customers and earning profits
with direct mail. Dive in and learn how to:
ē Create a comprehensive direct mail marketing strategy
ē Design marketing materials that connect with your target customers
ē Craft letters, brochures, and postcards that stand out
ē Seamlessly integrate direct mail with your digital marketing strategy
ē Avoid the most common snail mail mistakes that will get ignored
Plus, youíll receive Blyís very own templates, samples, and checklists to
ensure your direct mail materials earn you the highest ROI possible.
You can purchase this book on Amazon, at Banes & Noble, iBooks or
Indiebound. Here's a link:
About the Author
Robert W. Bly is an independent copywriter and marketing consultant with
four decades of experience in B2B and direct response marketing.
He has worked with over 100 clients including IBM, AT&T,
Embraer, Executive Jet, Intuit, Boardroom, Grumman and more. He is the
author of 85 books, including The Marketing Plan Handbook
(Entrepreneur Press 2015), and he currently writes regular columns for
Target Marketing Magazine and The Direct Response Letter.
to Build Brand Loyalty
By Katharine Paljug, Business.com
Here's how to cut through the clutter of
options and gain the trust of loyal customers.
No matter what type of business you run, there are always
new companies offering a better Ė or at least cheaper Ė version of what
you are already selling.
According to Will Fraser, CEO of customer-loyalty platform
SaaSquatch, you first need to understand what actually inspires consumer
commitment in the age of the internet.
The good news for companies is that this might not matter: millennials,
studies have found, are the most brand-loyal generation out there. More
than 50 percent of them say they are very loyal or quite loyal to their
So how can your business cut through the clutter of options and gain the
trust of these loyal customers?
Focus on customer experience
You can probably think of examples of this from your own experience as a
consumer: when a company makes returns easy or their employees are always
pleasant, you are more likely to choose them than the competition,
regardless of other factors.
Creating a positive customer experience is within your control.
Businesses need to be alert to all its aspects, from making your website
easy to use to resolving concerns efficiently. Otherwise, even loyal
customers may hear about problems and be put off.
"With the internet, consumers are always connected, have more data
available than ever before and are quick to share good and bad experiences
anywhere people will listen," explained Fraser. "This mean the cost of a
bad customer experience is greater than ever before."
Offer the right rewards
When someone hears the words "customer loyalty program," rewards are
probably the first thing they think of, says Fraser.
"The challenge today is providing rewards that also work with your modern
business model," he added.
If you use a rewards program, choose one that inspires a long-term
relationship with your customers. Customers who take advantage of a
one-time or shotgun offers, for example, are unlikely to feel a strong
sense of loyalty.
Likewise, flashy tactics like points programs or gamification are unlikely
to interest most consumers.
"Points programs are great for your credit card ... however, this model
just doesn't connect with the majority of modern products and services,"
Fraser said. "Badges and false gamification aren't fooling anyone these
Instead, focus on rewards that fit both your customers' purchasing habits
and the type of business you are running. These rewards, unlike one-time
offers, inspire customers to keep coming back for future purchases.
"This might be a credit if someone orders three [times], a discount when
someone refers a friend or a gift card when you complete your customer
profile," said Fraser. "The interesting thing is that rewards really do
motivate people regardless of their spending habits and income."
Share your company values
Millennials, more than previous generations, care strongly about social
responsibility and corporate accountability. They want to see not just
what you are selling, but what values motivate your business and influence
"Corporate values can be a great reason for a consumer to stay loyal to
your brand," said Fraser. "Toms [Shoes] is a great example of a company
who has used their values to drive customer loyalty."
However, to connect with customers over your values, you also need to show
these values reliably over the course of your brand's life. Especially in
the age of social media, enforcing your values inconsistently at different
levels of your supply chain or workforce can lead to backlash from
Know your numbers
Like any aspect of running a business, consumer loyalty is something that
needs to be tested, measured and improved over time. According to Fraser,
"data and testing is your path to profitable customer loyalty."
Customers will respond differently to certain initiatives. Some may be
strongly influenced by a marketing campaign centered around your corporate
values, and that may be enough for them to start using your products and
stay loyal for the rest of their purchasing life. Others may be more
persuaded by different rewards programs that encourage them to make repeat
purchases. Others may simply love your products, regardless of other
factors, and stay loyal no matter what as long as they can still get their
favorite toothpaste or work with their favorite technician.
"Test different campaigns and programs across your users. Find out which
users respond to which things," advised Fraser.
About the Author: Katharine Paljug
is a freelance content creator and editor who writes for and about small
businesses. Visit her website to access her free library of resources for
small business owners.
Simple Techniques to Identify Your Customer's Needs
Donít reinvent the wheel when determining
what your target audience wants. Just follow these three things:
Running a business can be very fulfilling. On one end,
youíre making money doing something you love. On the other, you get to
positively impact other peopleís lives with your products and services.
Sure, it feels good to make money with your business. But it feels even
better to know youíre making a difference to others by providing them with
convenience and value.
Identifying Customer Needs
Good business owners are desperate to find a way to serve others, as they
should be. When you focus on serving first, the money will come. So how do
you find out what your target audience wants so you can better market to
them and serve value? Here are 3 ways to achieve this.
1. Survey Them
One of the easiest ways to find out what your audience wants is to survey
them. Itís best to start by surveying the people on your email list. Ask
them why they joined your list and how your business can help them
overcome an obstacle or meet a goal.
When building your email list, itís important to be as specific as
possible when it comes to setting expectations. You want people to know
what theyíre getting when they join your list and how you can help. It
makes no sense to have a huge list of subscribers filled with people who
arenít your target audience and arenít interested in your help.
By being specific, setting expectations from the start, and surveying your
audience as soon as they sign up, youíll learn more about their current
situation and how you can help them. You can create free surveys using
Typeform or SurveyMonkey and even offer a giveaway item as an incentive.
Analyze the survey results once people start taking it and pay attention
to common answers, themes, or questions so you can use those topics to
create content, products, services, etc.
2. Do a Discovery Call
If youíre looking for more in-depth feedback and ideas from your target
audience, you should consider doing one-on-one discovery calls with a few
people. This short call will only take a few minutes but it will allow you
to ask several questions and get valuable feedback from people in your
target audience. Think of it as your own mini focus group.
Think of it as your own focus group I did this last year and set up calls
with around 15 email subscribers. I asked them about their biggest
obstacles were along with how my business could help.
Their response allowed me to come up with more tools and resources to use
in my business.
3. Use Social Media
Itís likely that your target audience is using social media in some
capacity. Itís easy to find out more about them and what their interests
are by using these platforms.
You can use your Facebook page to get insights on followers and your
audience by using several of their analytics features. If you sign up for
a Twitter ads account, you can use the followerís dashboard to connect to
your target audience.
Donít forget about social media groups and public conversations. You can
join Facebook groups that your target audience are in and ask them
questions or simply take notes on their own questions.
I actually host a free Facebook group for my followers and itís a great
way to find out what my target audience wants.
Donít try to reinvent the wheel when it comes to determining what your
target audience wants so you can market better to them. Simply start by
narrowing down who your ideal customer/client is and asking them.
Being straightforward will eliminate a lot of guesswork and trial and
error. Plus, it will help you improve your reach when it comes to serving
others and building a business you can be proud of.
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If you do not wish to receive the Talon Mailing & Marketing Newsletter
This New Book Can Dramatically Improve Your Marketing
How to Build Brand Loyalty
Three Simple Techniques to Identify Your Customers Needs
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...
Glideapps.com - Create a mobile app from a Google Sheet in 5 minutes,
for free. Make beautiful apps, powered by data, and easy to customize and
- This is an extremely helpful free site. Paste articles, text, websites,
essays and documents. The smmry website will summarize it to create a less
wordy version. The service is completely customizable.
Photo Creator -
Create and design a much more useful
stock photography item for your next marketing campaign.
- Build one-page landing pages for anything you need - whether it's a
personal profile, a landing page to capture emails, or something else more
elaborate. Simple, responsive, and totally free.
- Want to know the name or more information about the song you're hearing?
Shazam is one of the worldís most popular apps, used by more than 100
million people each month to identify music, get song lyrics, and now to
discover the music that artists discover themselves.
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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