Welcome to the Talon Mailing & Marketing March 2021 Newsletter.
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Colors to Elevate Your Marketing
By Steve Pulcinella, Business.com
Implement these colors into your marketing
plan to get the most out of your direct response campaigns.
Please note, last month we had Steve's take on Magic
Words that can also help elevate your marketing. Please refer to
last month's newsletter if you missed it.
If you had to guess, how many colors would you say there are? I was
extremely curious about that, so I did what everyone does: I Googled it.
There are actually 18 decillion colors. I have zero idea what a
decillion is (I should Google that too!), but I know it has to be a lot.
The art world has moved way beyond the giant Crayola 64 I used to make
my masterpieces. You can get away with using just one or two colors –
think black letters on a white background. But if you want the design to
pop, convey creativity, and pull the reader into your offering, you must
make it visually interesting for them.
Robert Bly, a giant in this industry, has definite opinions on the
Do you agree with his opinions? Do you have a specific feeling about
what each of those colors is said to represent? Have you noticed them,
either consciously or subconsciously, in the mailings you receive every
day? Are you using any of these colors – alone or in combination – in
your marketing campaigns today?
- Black: Powerful and sleek; seen as luxurious and sophisticated.
- Green: Associated with wealth; the easiest color for the eye to
process. Used with finance or entertainment companies, as well as for
- Yellow: Optimistic and youthful; often used to grab a viewer's
- Purple: Soothing and calm (think lavender baby wash or lotion); often
relates to beauty or anti-aging products and services.
- Blue: Creates the sensation of trust and security; often used by banks
- Pink: Romantic and feminine; often used to market products and
services for women and young girls.
- Red: Energy; increases heart rate and creates a sense of urgency.
- Orange: Aggressiveness; used as a call to action and
There are certainly many more colors that you can take advantage of when
you're putting together a direct response campaign. Whether you want to
match the colors to your logo, the season (e.g., autumnal colors to
promote your annual fall giveaway), or your product, color is a powerful
tool to tie everything together. It helps the reader make an immediate
connection to what you're trying to tell them, pushing them to read more
and receive the messages their brain is trying to pass along. How can
anyone ignore "CLOSEOUT SALE!" in big, bold letters? The reader
will instantly have questions: "A closeout sale for what? When is it?
How long will it last? Tell me more."
You have to consider a host of things in marketing: the size, the copy
or wording, whether to use pictures or not, etc. Many people take the
colors they use for granted, sometimes thinking of them only after the
fact. Don't do that.
Much the same way people associate colors with specific memories (such
as the colors of their wedding bouquet), seasons (such as burnt oranges
and burgundies for fall), or feelings (such as green for envy), the
colors you use in your marketing will become an unconscious association
with your company.
That is what using the right colors and words can do –
associate you and your business or opportunity distinctly, powerfully,
and positively in the minds of your audience.
Tips for Direct Mail Marketing (Part II)
By Al Lautenslager, Entrepreneur.com
Kick your marketing into high gear with these 99 ways to get
customers to open your mail.
Last month we covered
Al's first 50 tips. This month's we are listing his remaining 49 tips.
Direct mail is one of the most important pieces of your marketing plan.
Developing and executing the campaign can many times be a thankless job.
Today's mailing regulations can get complicated--postage rates are
changing and the flood of mail makes it harder to stand out. The right
message is very important and must get to the target prospect in the
right way on a frequent basis. Capturing your reader has to happen fast
and your reader must be motivated to take action.
Here are the tips 51 - 99 to ensure that you get the right message to
the right target--in the right way.
Include a toll-free number if you have one
Get your readers involved with a contest
Use a tear-out coupon or one with a printed perforation
Ask plain questions and offer a simple solution
Put in a photo of yourself or an associate's to personalize it
Make promises; keep promises
"Free" is still a motivating word--use it and highlight it
Use handwritten notes or comments on your direct-mail piece
Guarantee customer satisfaction
Offer proof of the benefits
Include case studies and success stories
Restate your offer often, especially at the end of the communication
Use captions, sayings or titles under all photos
Order your mailing list or compile it way in advance of your execution date
Test your list and use "Address Correction Requested" to clean your list
Mail to vendors as well as target prospects
Outsource things you don't do best: printing, mail prep, design, etc.
Put yourself on all mailing lists
Work with a list broker to tighten list specifications
Test different copy, headlines and offers
Use graphics on the outside of envelopes
Measure results and calculate ROM (Return on Mailing) dollars
Code your mailings to measure response
Mail frequently to a smaller subset of your list
Plan and prepare enough mailings for three months at a time
Do a co-op mailing with a fusion marketing partner or power partner
White space is good--a clean look is professional and easy to read
Print in large quantities to take advantage of cheaper printing prices
Use mailing pieces as handouts and for sales kits
Mail to PR contacts
Self-mailers are read more than stuffed envelopes
Postcards are very efficient; usually both sides are looked at
Print on the flap of the envelope to increase exposure
Create excitement: "Act Now!", "For a limited time!", "Hurry while it lasts!"
Deliver stacks of left-over printed items to trade organizations
Its OK to send the same piece over and over for consistency
Mail to educational institutions
Create fun for you and your prospect with your campaign
Tie other marketing to your mailings
Put your website address on all mailing pieces
Odd shapes work, too
Mail with stamps get opened before metered mail
Include pre-stamped reply envelopes
Don't delay your mailing by trying to mail in bulk on one day
Include a business card in a letter
Lumpy mail gets attention--it gets opened and gets a good response
Have a conversation with your prospect
Publicize your direct-mail campaign
Hopefully you've found one or two--or even dozens--of tips for your next mailing. They're easy tips for any business to use, and are guaranteed to increase your customer response rate.
Simple Ways to Leverage Customer Data
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
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.
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Magic Colors to Elevate Your Marketing
99 Tips for Direct Mail Marketing (Part II)
Three Simple Ways to Leverage Customer Data
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...
- Remove image background instantly, and it's free. A great tool for
your marketing images.
Every.to - A bundle of newsletters
and podcasts trusted by over 25,000 curious business people.
Designcrowd.com - An online
creative marketplace that helps start-ups, businesses and entrepreneurs
connect with a global network of designers.
Opal.so - An App that let's you take
control of your phone and break addiction to apps, so that you can
reclaim your time and be more focused each day.
Dogo.app - This is a dog training
App. You can teach your dog to be good and/or teach your pooch more than
Docplus.com - Home to the world's
best documentaries -- from Academy Award winning classics and box office
hits to festival darlings and cult favorites.
My90stv.com - Go back to the
1990's via this nostalgic TV simulator and relive the original ads,
music videos, movie trailers, shows and more!
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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