Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing July 2017 Newsletter.

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Why Direct Mail Can Be an Effective Way to Reach Millennials

By David Wilson, Business2community.com

As we grow into an increasingly digital society, itís hard to believe that Millennials, of all people, respond well to direct mail. But a recent study found that 84% of Millennials take the time to look at their mail.

Granted, the study was conducted by the U.S. Postal Service, so thereís probably a little bit of bias in it. Still, it does make sense when you think about it.

Thereís no competition

First of all, the shift to electronic communications has cut the competition in what was once a very cluttered marketing environment. Simply put, Millennials receive less mail, so theyíre more likely to notice what they do receive. According to another recent study:

  • Nearly half of Millennials ignore digital ads.
  • Only 15% ignore direct mail.
  • 77% pay attention to direct mail advertising.
Our brains like direct mail

Secondly, and more interestingly, are the neurological reasons why Millennials prefer direct mail. Temple Universityís Fox School of Business recently partnered with the USPS to measure neurological responses to different types of advertising pieces. Here are a few key findings:
  • People read through digital ad content faster than direct mail.
  • Direct mail triggers activity in the part of the brain that corresponds with value and desirability.
  • Direct mail triggers stronger emotional responses.
  • Physical ads tend to be remembered better than digital ads.
Canada Post conducted a similar study with similar results. Its researchers broke participants into two groups. One was shown a post card; the other was shown the exact same messaging and creative but embedded in an email. After monitoring the subjects and interviewing them afterwards, they found that direct mail offered three distinct advantages. It was:
  • Easier to process (direct mail campaigns required 21% less cognitive effort to process);
  • Easier to remember (participantsí recall was 70% higher for those exposed to direct mail versus digital); and
  • Better able to motivate (activation in parts of the brain that correspond to motivation response was 20% higher for the postcard versus the email).
Of course, these findings donít take into account the ROI of direct mail versus digital channels. And they certainly donít suggest we should abandon digital channels when communicating with Millennials ó the group that spends more time online than all other adults. However, in a crowded digital environment, direct mail may be a smart way to break through the clutter and reach this valuable demographic.
8 Tips to Wow Your Prospects so They Buy From You

By Aljeet Sidhu, Goodherald.com

Direct mail's an effective tool to market your business. The trick is to make the mail piece so appealing to prospects, that they're compelled to give it their attention.

This is a great strategy to attract new customers and to keep existing customers interested.

Direct mail promotions are only effective if they target the right group of people; people that will be interested in the product or service you are promoting. A lot of thought has to go into the creation and distribution of direct mail. Here are some pointers on what businesses should know to make the best use of direct mail.

1.  Consider the target audience: The target audience is the most important consideration when developing a promotion. A list should include and combined with rented lists.  The list should be current and legitimate to be effective. The audience can be targeted based on age, sex, income, geography, marital status, education, etc.

2.  Objective of the promotion: Businesses should know what they want from the direct mailing. What is its objective? Once the objective is clear, you need to include all the information required by the customer to respond. The mailing should clearly state the action the customer must take Ė send back a return preaddressed envelope,  call a number, fill out an attached form, and so on. All pertinent information should be included such as location, phone number, address, web address, location map or any other specifics.

3.  Effective design: The design of a direct mail is important because color, font and format should catch be eye catching.  Professional designing services can make sure the direct mail piece is effectively worded and well designed. The goal is to make an instant impact on the prospect. The quality of the direct mail piece reflects on the quality of your business.

4.  Strategic timing: The timing of mailings impacts its effectiveness. Announcing a sale on Christmas trees near Christmas season is bound to be effective. Businesses should also schedule promotions according to the best time for them, such as promoting a clearing out summer sale at the onset of autumn. It's a great opportunity for prospects, and also makes space for the store to stock and display its autumn collection.

5.  Keep track of responses: Track the responses to the mailing to measure the success or failure. This crucial feedback can be used to make the next round of mailings more effective.

6.  Communicate with responders: Get details of customers who respond to the direct mailing.   Find out their preferences, likes and dislikes in relation to the products or service your business offers. This is critical data that can help you improve your service to them. Create incentive programs such as raffle tickets and drawings to make it exciting.

7.  Plan ahead: Review the process of creating and sending out the direct mailing, and learn from it. Analyze the response, timing, value of the mailing list, look of the direct mail piece, and any other things that could have been done better.

8.  Research the mailing system: Be aware of postal regulations, postal costs, time frames for delivery and other specifics. The post office does provide free direct mailing kits and literature that can be very helpful.  (Or ask us for help at Talon!)

Businesses can increase their sales by using direct mail promotions judiciously. They should give due thought to the objective of the direct mailing, its timing, appearance and target audience as these have considerable impact on its effectiveness.

How to Use the ĎRule of Threeí to Create Engaging Content

By Brian Clark, Copyblogger.com

Whatís magical about the number three? Turns out it's because of the way we process information.

Itís no accident that the number three is pervasive throughout some of our greatest stories, fairy tales, and myths.

Itís also no coincidence that some of the most famous quotes from throughout history are structured in three parts, nor is it surprising that the Rule of Three also works wonders in the world of comedy.

It all comes down to the way we humans process information. We have become proficient at pattern recognition by necessity, and three is the smallest number of elements required to create a pattern.

This combination of pattern and brevity results in memorable content, and thatís why the Rule of Three will make you a more engaging writer.


Have you ever wondered:

  • What the 3 Little Pigs, the 3 Blind Mice, the 3 Musketeers, the 3 Wise Men and the 3 Stooges have in common?

  • Why the three-act structure is the dominant approach to screenwriting in Hollywood?

  • Why three bullet points are more effective than two or four?
The Rule of Three works in stories due to the presence of the concise, memorable patterns that I mentioned above.

But even if that wasnít the case, the number three has been used so widely throughout some of the most memorable works from our childhoods, itís likely that we are preconditioned to respond favorably to elements grouped in threes.

Think in terms of three when crafting your content, and youíll likely end up with a more engaging outcome. If at first you donít succeed, remember: the third timeís the charm.

Sticky ideas

You see the Rule of Three used all the time across diverse areas of life. Why?

Because information presented in groups of three sticks in our heads better than other clusters of items. For example:
  • Life, liberty, and the pursuit of happiness
  • Government of the people, by the people, for the people
  • Friends, Romans, Countrymen
  • Blood, sweat, and tears
  • Location, location, location
  • Father, Son, and Holy Spirit
  • Faith, Hope, and Charity
  • Mind, body, spirit
  • Stop, Look, and Listen
  • Sex, Lies, and Videotape
  • I came, I saw, I conquered
The United States Marines are big believers in the Rule of Three when it comes to getting things done and keeping people alive.

The Corps apparently experimented with a rule of four, and retention and effectiveness took a nose dive.

If you want something stuck in someoneís head, put it in a sequence of three.


One of the best examples of the power of the Rule of Three is in the world of comedy.

Again, three is the smallest number of elements that can form a pattern, and comedians exploit the way our minds perceive expected patterns to throw you off track (and make you laugh) with the third element.

The Rule of Three fits the classic joke structure of set-up, anticipation, and punchline. The three-part grouping also allows for tension to build and then be released thanks to the surprise and absurdity contained in the third element.

Here's an example:
    "I canít think of anything worse after a night of drinking than waking up next to someone and not being able to remember their name, or how you met, or why theyíre dead."
Professional comedians use it all the time, and thatís simply because it works.

Other uses for the Rule of Three

I truly do believe that a set of three bullet points is the most effective use of the format.

You might also find that list posts with three items will draw people in, because youíve boiled things down to the essence with no fluff. And thereís a reason why people like to be presented with three choices rather than two or five.

When it comes to pleasing the human brain, it seems like three is simply a magical number.

Win Yankee Tickets!

Enjoy a great day at Yankee Stadium!

We are giving away two tickets to see the New York Yankees. 

All you have to do to win is be the first telephone caller (please donít 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! 

  • Monday July 31st, 2017.  Yankees vs. Tigers 7:05 PM.

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:

Why Direct Mail Can Be an Effective Way to Reach Millennials

8 Tips to Wow Your Prospects so They Buy From You

How to Use the "Rule of Three" to Create Engaging Content

Ticket Giveaway!

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:
  • Circulation Specialists

  • Ronaldo Designer Jewelry

  • 3 New Lists From Statlistics

Mike's Favorite Apps & Links:

Some interesting things to check out...

Ted.com - Influential videos from expert speakers on education, business, science, tech and creativity.

Icons8.com - Tons of icons for your desktop or applications. Plenty of basic ones like phone, home, and settings. However, if you are up for something more unorthodox, simply request it. No charge. Guaranteed.

Stoptextsstopwrecks.org - An online platform for safe driving and youth safety supporters to implore young adults not to text while driving.

Tizemusic.com - Tize makes it easy to create professional music on your phone.

Kickhealth.co - Daily Confidence Exercises for Introverts & Shy Extroverts.

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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