Welcome to the Talon Mailing & Marketing April 2017 Newsletter.
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Must Read For Anyone Wanting to Succeed in Marketing
By Michael Borkan, Talon Mailing & Marketing
Here's a new, highly acclaimed book that can help you improve your
advertising and marketing dramatically.
David Ogilvy. Gene Schwartz. Gary Halbert. John Caples. Robert
Collier. Claude Hopkins.
Do you know these names?
If you're responsible for marketing, or own a small business
that needs to grow sales, then these are names you NEED to
Why? Because their long and legendary careers have brought in
BILLIONS of dollars in sales and millions of dollars in profits. The techniques and strategies they invented and perfected are still
quite relevant and used by marketing experts today.
Many business people don’t have time to study
the lifelong careers of these six great admen, and that's where the
authors and their outstanding book helps. Luckily for us, the two authors have done the research for us!
Not only is The Advertising Solution a must read, Craig Simpson and Brian Kurtz
have assembled additional resources to accompany the book.
I'll detail more about the additional resources in a moment, but
here’s a tidbit: One of the free resources is called “The $100 Million Swipe
Author, Craig Simpson has stated that "the book itself is the
result of hundreds of hours of research (time I know you don’t have). Plus,
we’re giving you resources with rare, hard-to-find ads, writing samples,
interviews, and presentations."
According to Simpson, here’s what you get inside the book:
Some of the best things about The Advertising Solution, are the
many simple-to-use ideas and tips that any marketing person or
business owner can immediately implement. These suggestions and examples will
bring in new customers each time you use them.
- Proven techniques that have made BILLIONS of dollars for over 50 years…and still do today!
- 3 ways to hook your prospects and pull them into your message
- How to build trust and increase sales by connecting with your readers on a personal level
- The psychology behind what gets prospects to LISTEN, RESPOND, and BUY
- Classic techniques for killer ad copy from some of the world’s most sought after copywriters of all time
- Gene Schwartz’ unbeatable workflow technique to avoid writers’ block and other creative breakdowns
If you study all the techniques
and resources in this book, and combine it with the additional free
resources they're offering, it really is a comprehensive scholarly course
on the finest marketing techniques and knowledge of the
past century. According to Simpson, the additional free
If you want to see your sales and bottom line improve, I
suggest you don’t wait. The sooner you implement the techniques, the
sooner you will see growth and success.
- Hard to find ads and letters from marketing legends David Ogilvy, Gary Halbert, John Caples, Robert Collier, Claude Hopkins, and Gene Schwartz. You’ll have unlimited access to promotions that made hundreds of millions of dollars.
- Lost, classic presentations from three of the most sought after copywriters of all time, Gary Halbert, Gene Schwartz, and David Ogilvy.
- An updated and expanded version of the direct marketing classic, Scientific Advertising Illustrated and Annotated by Claude Hopkins.
is available on Amazon.com, Banes & Noble and indiebound.org. When
you buy the book, just email your receipt to
to receive the free bonus package of swipe files and rare videos from the
greatest direct response legends of all time.
About the Authors:
Craig Simpson has managed thousands of direct marketing campaigns and has
grossed hundreds of millions in revenue for his clients over the past 20
years. Simpson is the owner of Simpson Direct, Inc., an Oregon-based
direct marketing firm, and a respected speaker/presenter on the topic of
Brian Kurtz has been a serial direct marketer for almost 35 years and is
the driving force behind the Titans of Direct Response Conference. He
writes and speaks regularly and consults with leading direct marketing
companies and entrepreneurs in a wide variety of categories.
to Extend the Life of Your Direct Mail Postcard or Brochure
Mike Ryan, Business2community.com
Here are some steps you can take to ensure your direct mail materials get
noticed, read, and even saved.
Opting for quality graphics and professionally written
copy, and including incentives that are irresistible to your target
audience is a good place to start. But did you know that there are ways to
extend the life of your direct mail postcard or brochure that can generate
even more revenue for your business?
Direct mail has consistently demonstrated the potential to create a
lasting effect on consumers, and part of this is its proven ability to
trigger a positive emotional response. But physical mail offers something
else that digital advertising doesn’t: staying power.
Mail-Out Materials That Stick Around
Many postal studies show that consumers have a strong tendency to keep,
display, and share certain types of direct mail materials, including:
Not only are about two-thirds of potential customers inclined to keep mail
they feel offers immediate or future value, they’re also very apt to
display that mail in highly visible locations inside their homes. This
provides an outstanding opportunity for your brand to engage with
prospects on multiple occasions – over an extended period of time – and
all for the price of a single mail-out.
- Restaurant menus
- Sales flyers
Research from the US Postal Service confirms that 81% of recipients read
their mail daily and, because of its tangible nature, tend to “save mailed
coupons for future use and share mailings with others.”
So, just how much extra life can you expect to squeeze out of your
double-duty postcard or brochure?
Surveys have suggested that, depending on the format, many direct mail
recipients keep print materials from a few days to a month, or
longer. In fact, an in-depth study conducted by the Canada Post
Corporation, established that this is indeed the case for:
Getting a Foot in the Door
- Product and service coupons (67%),
- Restaurant menus (77%),
- Promotional mail (41%)
- Retail flyers (61%)
Just as important as the keeping of direct mail postcards and brochures,
is the fact that consumers love to share them. Even if a well-crafted
offer doesn’t meet the immediate needs of the person who opens it, they’re
far more likely to pass that coupon or sales discount along to someone
they know, than they are an email or social media promotion.
Print mail is memorable, and can ultimately be a joy to receive. In
today’s noisy digital world, consumers have begun to recognize direct mail
as a more intimate bid for their attention – and their response to this
personalized approach has been to:
Companies that take the time to research their clients and prospects, and
to design direct mail communications that are relevant and offer long-term
value, are being rewarded with an invitation into the homes and lives of
their customers. And there’s nothing more effective than a
foot-in-the-door to nurture a lasting relationship.
- Visit a physical place of business almost twice as often
- Visit a company website more than two-thirds of the time
How to Calculate the Success of a Direct
By Doug and Polly White, Entrepreneur.com
Are your direct mail promotions working? Here's how
to find out:
One of the services we perform through Whitestone
Partners, our consulting firm, is to analyze the return on investment
(ROI) of different types of marketing efforts. We had a client, for
instance, who used direct mail to sell his product. He had mailed 500
potential clients and sold 17 products; he was excited about the results.
He asked us if we thought he should borrow money in order to mail to
another 1 million potential customers. We agreed that this was an
interesting opportunity. However, before going all in, we suggested that
he focus on three things:
The break-even point
The first thing our client needed to determine was the close rate needed
to break even. In the test, he had a close rate of 3.4 percent (17/500).
For direct mail, that is typically very good. However, he still needed to
verify that, given the economics of his product, this close rate would
make him profitable.
Here are definitions for the terms used to make this calculation:
In a break-even calculation, revenue must equal cost. Therefore, the
breakeven equation is:
- Close rate -- the number of closed sales divided by the number of
- B/E close rate -- the close rate you need, to break even on the mailing
- Variable mail cost -- the cost per piece mailed including postage,
printing, etc. (these costs increase in proportion to the number of
- Fixed cost -- the cost of executing your direct-mail campaign,
including creative development, campaign management, etc. (these costs do
not change as a function of the number of pieces mailed)
- Gross margin -- the money (in dollars) you make from each closed sale
(the sales price minus your cost to deliver the product or service)
- Pieces -- the number of pieces of mail you drop
B/E close rate x pieces x gross margin = fixed cost + (pieces x variable
Solving for the B/E close rate:
B/E close rate = ((fixed cost/pieces) + variable cost)/gross margin
If the B/E close rate you calculate is less than your actual close rate,
you’ll make money. Notice that the B/E close rate declines as the number
of pieces mailed increases. This is because when the number of pieces
mailed increases, you amortize the fixed cost of the campaign over more
pieces of mail. Therefore, the fixed cost per piece is less. When
calculating the break-even point, use the number of pieces that you would
expect to be able to mail consistently after the rollout (this will
likely be more than the 500 our client mailed in his test).
The source of names and mail frequency
To execute an ongoing direct mail marketing campaign, you’ll need a
reliable source of names to mail. Make sure that you have access to
enough names to make your program successful. You will need to test to
determine the best cadence for mailing your prospect list.
If you mail too frequently, close rates will decline to the point that
the mail campaigns are unprofitable. If you mail too infrequently, you
are missing an opportunity. Test your way into the optimal mail
Our client had tested only a very small sample size -- 500 pieces mailed.
With this sample size and response rates in the 3 percent range, he could
be 95 percent confident that his actual close rate would be ± 1.5 percent
of the result he got. The observed close rate was 3.4 percent. That means
he could be 95 percent confident that the close rate with his planned 1
million mail pieces would be between 1.9 percent and 4.9.
If his break-even close rate were below 1.9 percent, he would probably be
safe significantly expanding the size of his direct mail campaign.
However, we advised him that it would be prudent to test with a mail drop
of 10,000 to 100,000 before rolling out to 1 million. With a mail drop of
10,000 pieces, he would be able to read his close rate to within ±0.33
percent; and with a mail drop of 100,000 pieces, his confidence interval
would shrink to ±0.11 percent. We suggested testing at these levels
before rolling out to 1 million people.
Direct mail can be a profitable way to market certain products or
services. It can also be an expensive waste of money. Our client had what
looked to be a promising opportunity. Using the calculations and the
three tips above helped him to make a good decision. We hope our advice
will ensure that your own direct mail campaigns also come down on the
right side of the ledger.
Win Yankee Tickets!
Enjoy a great day at Yankee Stadium!
We are giving away two tickets to see the New York Yankees.
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 and close to the field!
Thursday April 13th, 2017. Yankees vs.
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If you do not wish to receive the Talon Mailing & Marketing Newsletter
A Must Read For Anyone Wanting to Succeed in Marketing
How to Extend the Life of Your Direct Mail Postcard or Brochure
How to Calculate the Success of a Direct Mail Campaign
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...
Fleep.io - Fleep is free and enables
communication within and across organizations - be it your Team chats,
project communication or 1:1 conversations.
Justwatch.com - I've been waiting for a website like this! A streaming
search engine to learn where to watch movies and the streaming TV shows
you want to see.
Verst.co - Graduate your website or blog to Verst, the all-in-one platform
to publish content, discover key insights, and optimize for engagement.
Uppertodo.com - Increase your productivity with a simple to-do app.
Notepin.co - Extremely simple note-taking. Notepin lets you create your
own notebook without any signup required.
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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