Welcome to the Talon Mailing & Marketing May 2021 Newsletter.
To view this newsletter using your Internet browser click here:
Books to Help With Your Marketing Strategy
By Jennifer Dorsey, Entrepreneur.com
Refreshing your marketing is one of the best
ways to give your business a boost.
To help, we’ve curated a list of books that will help you
rethink your marketing.
The Naming Book, by Brad
Flowers. Coming up with a name for your business is hard--but it
shouldn’t have to be. Branding expert Brad Flowers gives you a
step-by-step guide to finding the best name for your business.
Ultimate Guide to Amazon Advertising,
by Timothy Seward. Welcome to the Amazon jungle. If you want to get your
product noticed, putting some ad spend toward Amazon advertising is your
No BS Guide to Direct Response Social Media
Marketing, second edition by Dan S. Kennedy and Kim Walsh
Phillips. How do you reach customers on social media without wasting
time? Millionaire maker Kennedy and Walsh Phillips show you how to
convert every like and share.
Ultimate Guide to Instagram for Business,
by Kim Walsh Phillips. Are you ready to tap into Instagram's booming
network of 600 million viable customers? From cross-platform branding
and marketing advice to practical blueprints for funneling
followers, this guide unlocks the secrets successful entrepreneurs use to
drive sales directly from Instagram.
Ultimate Guide to YouTube for Business, by Jason R. Rich. With over
1.3 billion users, YouTube is one of the most popular ways to reach your
customers. This is the video marketing blueprint you need to create
videos and leverage YouTube's tools to help spotlight your business.
The Content Marketing Handbook, by Robert W. Bly. Content remains
king. Shouldn’t your marketing get the royal treatment? This book offers
tons of strategies and tips to help you build a powerful content
Ultimate Guide to Link Building, by Garrett French and Eric Ward.
Building and hosting a website is only the start of your online
marketing strategy. To really get traction, you need to master the power
of link building. French (along with wisdom from the late Eric Ward)
shows you how to create a masterful linking strategy that gets you in
front of more customers.
The Digital Marketing Handbook, by Robert W. Bly. This is the third
Bly book we have on the list, and for good reason. No one knows
marketing better, especially when it comes to coordinating your digital
marketing strategy with print. Trust us--you need this one.
Guerrilla Marketing on the Internet, by Jay Conrad Levinson. The
Father of Guerrilla Marketing, Jay Conrad Levinson, changed marketing
forever when he unleashed his original arsenal of marketing tactics for
surviving the advertising jungle on a shoestring budget. And now he
shows you how to beat the odds by applying the same tactics to your
Ultimate Guide to Local Business Marketing, by Perry Marshall and
Talor Zamir. With Google, Yahoo!, and Bing returning local businesses as
results on more than a billion daily searches, Google Ads expert Perry
Marshall and lead generation expert Talor Zamir introduce you to the
basic framework behind a successful local SEO campaign.
The Direct Mail Revolution, by Robert W. Bly. Direct mail is bigger
than ever, and combining with a digital marketing platform can take your
business to the next level. Marketing guru Bob Bly shows you how to get
the best of both.
Ultimate Guide to Pay-Per-Click Advertising, by Richard Stokes. As
the founder of leading digital intelligence firm AdGooroo, search
advertising authority Richard Stokes is in a unique position to reveal
what's going wrong and provide solutions to fix it. Using proven
strategies from today's search advertising elite, discover how to drive
more traffic to your site, dramatically increase click-through rates,
steal impressions from competitors, boost your conversions and increase
Here's a link where you can order these books:
Tips to Measure What Truly Matters: Customer Happiness
By Rena Gadimova,
Do you want happy customers? Of course, you do.
business wants unhappy customers. But how do you know they’re happy?
Repeat business isn’t necessarily a sign of happiness, as proved by the
concept of customers as hostages (when customers don’t want to buy from
you, but feel like they don’t have a choice.)
Is it, in fact, even possible to measure happiness?
Every year the United Nations publishes its World Happiness Report,
ranking the planet’s countries in order of the happiness of its
citizens. (The happiest nation is Finland, for the fourth year running.)
Sounds like a tough gig, but the metrics used by the UN are actually
easy to understand and clearly relate to how happy people are: life
expectancy, corruption, levels of anti-depressant use, and so on.
So what if we could do something similar with our customers, and create
a marketing equivalent of the World Happiness Report to find out how
happy they are with our services?
1. Stop measuring the wrong things
This would be distinct from, and hopefully more useful than, the
traditional indicators of success. Metrics such as how many users visit
your site, the conversion rate, and the basket size are important but
they’re missing something.
They can’t tell you how the customer is feeling. Because they’re all
about your business, not the customer.
Instead, we need to think about engagement and satisfaction. Both are
much talked about and sought after but rarely measured properly or even
understood that well. Even when a brand has an active social media
presence, making it easier to judge how engaged your audience is,
marketers sometimes miss the point.
2. Engagement is about more than numbers
It’s often assumed that a high number of followers automatically means
you’re doing something right and, while that’s not untrue, it doesn’t
mean you’re engaging people. Or that they’re satisfied.
You might have 500,000 followers but if most of them aren’t liking,
sharing or commenting then they’re not engaged. Conversely, if you have
50,000 followers and half of them are engaging, they’re worth more. If
they are engaged, chances are there is at least some interest in what
you do, which is half the battle won.
There is the question of assessing the sentiments behind engagement.
Assessing if people are happy has a problem because people are more
likely to express a negative sentiment than a positive one, so
negativity tends to be over-represented.
Complaining about a bad experience seems easier than being complimentary
about a good one. Complaining is an expression of frustration and a
means of retaliating. But being nice? There’s not much in it for the
3. Just ask what they’re thinking
The best way of encouraging positive feedback is to just ask for it – or
rather, ask for feedback. People need prompting to make the effort but
it doesn’t need to be complicated – long surveys are arduous and boring
for the customer – so keep it to something simple, like a post-purchase
And while the Net Promoter Score (NPS) is used everywhere, in an age
when how people interact with and recommend brand has changed
significantly since its inception in 2013, perhaps its days are
numbered. Better to use questions that are specifically tailored to your
business and customers, and less open to interpretation than NPS’s scale
Using a Customer Satisfaction Score (CSAT) is common practice, but its
success is not just about finding out what a customer thinks. It’s about
taking action if things aren’t right.
4. When things go wrong, fix them
If there’s something wrong, follow it up. “How did we do today” messages
are ubiquitous but they’re worthless if the responses are not followed
up. Learning what a brand is doing wrong is as important as
understanding what it’s doing right.
What makes someone happy is often perceived as being subjective, and
therefore difficult to measure. But when it comes to customer
experience, it’s not hard to work out what makes people happy.
Good service, complaint resolution, solving problems – they’re all a lot
simpler to quantify than levels of corruption in society and
anti-depressant use. If it’s possible to figure which is the happiest
country on Earth, it’s possible to work out if your customers are happy.
Ways to Use Direct Mail Marketing
By Kenny Tripura,
Direct mail marketing is a great option if
you want to increase your market reach.
If you do direct mail correctly, you can get a
high response rate from your potential customers. Making it work
all comes down to creativity and innovation. Now, if you are
having a hard time coming with unique ways to use direct mails
to promote your business, then here are some ideas to get you
You can use snail mails to send information on the latest
discounts offered by your company. In most cases, your potential
clients would be grateful for it. While you’re at it, consider
including coupons that are exclusive to recipients of your
direct mail campaigns.
To entice people into buying your products, you can send them
samples through your direct mail campaigns. Even though this is
an expensive way to get your products out there, the number of
sales that you can generate from it will outweigh the cost when
Physical mail campaigns can be used to send announcements to
both potential and existing customers. This not only lets them
know that you care for them but also keeps them up-to-date with
the latest products, and services that you are offering as well
as the latest developments in your company.
Brand and Image Reinforcement
Since this medium gives you the opportunity to
convey certain types of images through the use of visual
presentation, reinforcing your brand and market position would
be easier. Now, this may require you to invest in your mail
designs but the results would benefit you in the long run.
Quick Response Codes
If you want to increase the response rate of your campaigns,
then you should consider including QR (quick response) codes in
your letters. They can be scanned using smartphones, which makes
them easily readable. Through these codes, you can take your
customers to your website, your product pages, and even have
them download an app your company just made. The possibilities
Unique Designs and Texture
One of the common disadvantages of using snail mail for business
promotions is that it can be perceived as junk mail by clients.
You can get around this by adding unique designs and texture to
your letters. This will make them stand out and help attract the
attention of your leads and customers. However, this might
require you to spend more time and even money on design
If you want to persuade people into buying your product, you
have to gain their trust by building credibility. Physical mail
campaigns can help you out with this. Through your campaigns,
you can send articles you wrote and demonstrate your expertise
in the industry that your company is in.
While using direct mail would make most startups cringe, its
effectiveness has been proven through the years. It can help
catch the attention of your market and gain trust along the way.
With a bit of creativity, this approach to business marketing
will serve you well in the long run.
Do you know of anyone else who would be interested in receiving our
newsletter? Please let us know by email:
To learn more about our company, please visit our Web site:
www.talon-mailing.com or contact Michael Borkan at (631) 667-5500 x
If you do not wish to receive the Talon Mailing & Marketing Newsletter
12 Books to Help With Your Marketing Strategy
Four Tips to Measure What Truly Matters: Customer Happiness
Creative Ways to Use Direct Mail Marketing
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...
Tally.so - The
simplest way to create forms, and it's free!. Create forms for all
purposes in seconds, without knowing how to code.
Craft.do - Create structured and linked
content easily. Group related thoughts together into subpages with a
single tap, make them look amazing with cards, and use bi-directional
linking to connect thoughts together across multiple documents.
Twobird.com - A free program that lets
you manage more of your day within the email inbox you already have.
Think of it as one place to track your tasks, not five.
Xago.app - Can't remember the last time
you did a specific thing? Now you can keep track of repeated events in
your life using this ingenious iOS and Android application.
Homeyapp.net - Experience with money
will stay with kids through their life. Help them learn financial skills
through doing chores, earning allowance and saving towards goals. Homey
enables you to set responsibilities and paid jobs for each family
member, and manage their privileges, rewards and allowance.
Sofahq.com - This is the one place to
organize your free time. Create lists of apps, books, board games,
movies, TV shows, podcasts, music albums, and video games to enjoy
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.
Click here if you wish to see past newsletters.
Click on These Links to Learn More About Talon:
If you do not wish to receive the Talon Mailing &
Marketing Newsletter please