Welcome to the Talon Mailing & Marketing August 2018 Newsletter.
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You Need to Know About Follow Up With Clients
By Choncé Maddox, Smallbiztrends.com
Here's a guide on how to follow up with
clients and prospects. Do this and your sales will grow.
Following up is the key to running a successful business.
In the professional world, everyone is busy and just trying to keep
Not to mention, life also happens. It’s easy to overbook yourself, forget
things, or just fall behind. If you know these things happen to you often,
know that it’s the same for everyone else.
How to Follow Up with Potential Clients
Knowing how to follow up with prospects correctly and avoid annoying them
at the same time is key. You don’t want your follow-ups to run people away
and lead to a missed opportunity so keep these tips in mind.
Include a Time-Sensitive Offer in Your Initial
I don’t know a single person who loves sending follow-ups. Thus, it’s safe
to assume that everyone’s initial intention is to get an answer on the
first try and avoid the whole follow up process altogether.
This should always be your goal – to send a thorough, specific, and
valuable pitch that prompts the recipient to respond as soon as humanly
To achieve this, consider including a deadline in your initial pitch to
create a sense of urgency. If you’re freelance hoping to land a new
client, mention that your calendar is filling up quickly and you’re
offering a limited time trial discount.
That way when you follow up, you have something to reference and can
communicate to the potential client that you’re concerned about them
missing out on the offer.
Make It About Them (Do Your Research)
After you establish credibility in your first pitch, be sure to make most
of it about the prospect and what you can do to benefit them. You have to
do your research to make this happen.
Google the person you’re emailing and also check out their company and/or
personal website. Stalk their social media accounts if you have to. Just
find out what pain points they have so you can offer a valid solution.
As a result, your pitch should include saying something along the lines of
“Hello ______, are you still struggling with ____________? Per my initial
request last week, I still want to help you solve ___________. I know
you’re busy, but how about we set up a short call to discuss ________
depending on your availability? Just let me know if you’ve got it covered
and will no longer need my help/services.”
Odds are, the person still needs help and just hasn’t had time to reply
back to you yet. By communicating that you’re eager and willing to help
solve their problem, it makes your follow up less of an annoyance and more
of a potential solution.
Give Them Time to Respond
Like I said, people are busy and for some, it’s difficult to get through a
batch of emails or voicemails in a single workday. Be sure to allow enough
time for the prospect to actually read your pitch and do some light
research on your business before following up.
You may even want to include when you’ll follow up again in your first
pitch as a courtesy so the potential client doesn’t get thrown off guard
with another email from you.
Persistence is also important. After the first pitch is sent, try to
follow up after 3-5 business days for two weeks. Then, start following up
weekly. Always let the prospect know that if they’re not interested in
your offer, they can let you know and you’ll stop following up with them.
After a few weeks, it may be time to stop following up and that’s okay
because not everyone will be interested in working with you.
It’s important to know how to follow up with prospects properly if you
want to grow your business. Realize that timing is also very important
when it comes to sending pitches and follow-ups. Be sure to connect with
prospects either personally or online before sending your initial pitch.
Understand their needs and struggles then determine how you can help
before you reach out.
Envelope Copy to Pump Up Your Direct Mail Results
Integrated marketers who use direct
mail have just a split second to attract the attention of recipients.
Smart envelope teaser copy is what makes the difference between a letter
being opened or getting thrown in the trash.
You know direct mail is worth its weight in gold, but did
you know that 65% of consumers have purchased something as a result of
seeing a piece of direct mail? Integrated marketers have just a split
second to convince a recipient not to junk the mailer. That split second
is where envelope “teaser” copy comes in. And as you can guess, its job is
to pique the interests and imagination of the recipient.
Listed below are a few ways you can create teasers that cut through the
clutter and get your envelope opened.
More is more
Almost counter intuitively, it’s often the wordiest envelopes that work
best. There’s no hard and fast rule, but many high-performing pieces of
direct mail often use three teaser blurbs: one that hints at a problem to
be solved or what’s special about your product; another blurb that
introduces a special offer; and one more than hints at a timeframe. This
formula is exactly what makes HelloFresh mailers impossible to ignore.
Use a juicy (but not too juicy) hook
Teaser copy must walk a fine line between creating urgency, interest, and
exclusivity, but without over promising so much that customers feel
they’ve been “bait & switched.”
One example of how to do this comes from a high-performing piece from the
Ocean Conservancy. “10 things you never knew about the ocean that will
amaze you. Number 3 will take your breath away…” It’s just a little bit
click bait-y, but the enclosed info pays the teaser off nicely.
Put time on your side
Urgency and immediacy creates action. Include a time frame – either a
limited-time offer or show how your product or service rapidly solves a
problem (e.g., “Look inside for new way to cut your tax bill in 5
Use directive copy
Just like a sales call should end with asking for the sale, your teaser
copy should instruct your prospect to open the envelope! Try language like
“see inside” or “open immediately.” For an even bigger lift, combine with
a benefit. For example: “Claim your FREE coupon. Check inside!”
Integrated marketers must act now!
Envelope teaser copy is crucial, but it it’s not the only part of creating
effective direct mail:
What you mail matters, some formats can increase responses by 300%.
Make sure your list is clean and organized (Talon can help you accomplish
Respond to Direct Mail
By Rhonda Basler, Customerthink.com
Nearly half of Millennials say
they ignore digital ads, but only 15% of them say they ignore direct mail.
It’s not surprising that Millennials have been an increasing focus for
marketers over the past decade. Even by conservative estimates, their
generation (currently aged 22 to 37) now outnumbers the large Baby Boomer
With this powerhouse of a generation leading the consumer wave, there have
been a plethora of articles about various businesses and products that
Millennials have “killed” with their lack of interest. This simplistic
view fails to take into account the changing habits of all consumers as
technology and lifestyles evolve.
As you read about Millennial habits, keep in mind that many people from
earlier generations have evolved similarly in recent years.
So what do we know about Millennial preferences? Here are a few things
that may surprise you.
Millennials like receiving
Despite the virtual firehose of information and messaging that Millennials
receive through their mobile devices, direct mail is what breaks through
Research has shown that 90% of people within the Millennial age group find
direct mail reliable, and 87% of them enjoy receiving it.
Nearly half of Millennials say they ignore digital ads, but only 15% of
them say they ignore direct mail.
Perhaps most important, 82% of Millennials trust messaging printed on
paper more than they trust digital messaging.
For marketers, this means there is opportunity to use personalized,
eye-catching direct mail pieces to increase engagement and impact.
Although the tactile nature of direct mail is one of its main advantages,
combining direct mail with digital and social media can extend a campaign
Millennials are charitable.
Although they do not have a lot of disposable income, 84% of Millennials
give to charitable causes. They feel strongly enough about supporting
charitable endeavors that it influences their choice of employer.
Technology plays a big role in Millennials’ donations, both in
facilitating online giving and helping inspire their charitable giving
choices through stories shared on social media.
Companies are taking notice. According to Stacy Bauer, Senior Product
Manager of Gift Cards at Hallmark Business Connections, “As we researched
Millennials, we realized that a perfect option for our gift card selection
was CharityChoice, which allows them to donate to their favorite charity
any reward or amount they earned through an employee recognition program
or through incentive programs offered by their favorite brands.”
Millennials value a
Millennials expect transparency and concrete information about the causes
they support. When they give, they want to be able to share images and
updates on Facebook and Twitter to show that their contributions made a
difference and encourage their friends to support the same causes. They
are less attached to specific organizations and institutions, and more
interested in the impact of their donations on the problem the charity is
meant to solve.
What this means to marketers.
Millennials and the Millennial-minded are causing marketers to take a new
look at how they approach consumers. After years of emphasis on digital
marketing, direct mail is experiencing a renaissance with these consumers
who view it as a refreshing change.
Charitable giving has emerged as a way for businesses and brands to build
connections with their audiences—as long as it’s done carefully,
thoughtfully and transparently.
Millennials will be the dominant economic force for a long time to come,
so it’s wise for marketers to learn how they stand to change the way
businesses interact with their customers.
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 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!
Tuesday August 14th,
2018. Yankees vs. Rays 7:05
Do you know of anyone else who would be interested in receiving our
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To learn more about our company, please visit our Web site:
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If you do not wish to receive the Talon Mailing & Marketing Newsletter
What You Need to Know About Follow Up With Clients
Genius Envelope Copy to Pump Up Your Direct Mail Results
Millennials Respond to Direct Mail
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...
Rememberthemilk.com - The smart to-do app for busy people. It's a free
to-do list that's everywhere you are: from your phone, to the web, to your
Google apps, and more. Used by millions worldwide.
Kapwing.com - This site lets anyone create and edit video easily
online. It contains very handy utilities to do things such as add
subtitles, add music, trim, and resize video and so much more.
Instaplan.app - Plan and design your feed before you post it on
Instagram. Drag and drop your photos until your feed looks great.
Gaiagps.com - A great Hiking App, with terrific hiking maps.
Adventurers and professionals worldwide use Gaia GPS to plan, navigate,
and stay safer in the woods.
Lyricsposter.net - Create posters of your favorite artists written in
their lyrics! This site allows you to simply select an image of an artist
and add song lyrics which will be used to create the image. In a simple
and intuitive editor, you can then customize the image, background color,
font, and more.
Hole19golf.com - Free golf GPS and scoring app. Also book tee times.
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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