Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing May 2021 Newsletter.

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12 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 best bet.

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 strategy.

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 online marketing.

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 your sales.

Here's a link where you can order these books: https://shop.aer.io/EntrepreneurBooks/cl/Entrepreneurs_Marketing_Picks/219182

Four Tips to Measure What Truly Matters: Customer Happiness

By Rena Gadimova, Blog.marketo.com

Do you want happy customers? Of course, you do.

No 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 customer.

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 SMS.

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 of 1-10.

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.

Creative Ways to Use Direct Mail Marketing

By Kenny Tripura, Business2community.com

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 started:

Discount Updates

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.

Product Samples

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 done properly.

Special Announcements

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 are endless.

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 creation.

Build Credibility

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:  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:

12 Books to Help With Your Marketing Strategy

Four Tips to Measure What Truly Matters: Customer Happiness

Creative Ways to Use Direct Mail Marketing

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:
  • JLN Capital

  • Off Grid USA

  • 4 New Lists From Various List Managers and List Owners

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 later.

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.

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