Welcome to the Talon Mailing & Marketing September 2020 Newsletter.
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Ways to Use Metaphors to Create Irresistible Copy
By Brian Clar, Copyblogger.com
Headlines whiz by in a blur of mundane
language, until you hit a heading that stops you dead in your tracks
and plants a visual in your brain that prompts you to investigate
That's the power of a metaphor in a headline.
Letís take a look at five examples of how you can use
metaphorical expressions to spice up your writing.
Metaphors can turbo-charge just about any element of an article, from
the title down to the close. You might even design an entire piece of
content around an ongoing metaphorical theme.
Imagine yourself blazing quickly through your news app or email inbox.
Article titles and subject lines whiz by in a blur of mundane language,
until you hit a heading that stops you dead in your tracks and plants a
visual in your brain that prompts you to investigate further.
Thatís the power of metaphor in a headline.
For examples of titles that employ both metaphor and descriptive
beneficial copy, one only has to look at best-selling business books:
- Purple Cow: Transform Your Business by Being Remarkable
- Duct Tape Marketing: The Worldís Most Practical Small Business Marketing Guide
- Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
Perhaps you avoided a metaphor in your headline, but want to open strong
by creating an engaging visual representation in the readerís mind. Use
a metaphor to suck people into the body of your content.
Hereís an example from Anne Millerís book, Metaphorically Selling that begins
an examination of the dot com bust and resulting economic downturn:
ďIn Arizona thereís an old graveyard known as Boot Hill where lots of
slow-on-the-draw gunslingers are buried. One of the headstones reads ĎI
knew this was going to happen, but not so soon.í
ďThe same could be said about the U.S. economy, which has gone through a
wrenching contraction. I donít know anyone who thought the hyperbole of
2000 could last, but no one thought things would drop as fast as they
One might even make an entire post metaphorically themed, from the
headline through the close.
In Stefanieís post, How to Write 16 Knockout Articles When You Only Have
One Wimpy Idea, she uses multiple metaphors to compare creating winning
content over time to training to be a boxing champ.
You can see how a theme was created around a simile in
Marketing and Nickelback Have Less in Common than You Might Think.
You know that you should back up your beneficial promises and assertions
with hard data and specific facts when attempting to persuade.
Nothing speaks louder than the numbers, and yet the full force and
effect of those numbers is often lost on the reader. Metaphors make the
numbers relevant, concrete, and memorable.
- How much is a trillion dollars? Itís a stack of
thousand dollar bills 67 miles high. (Ronald Reaganís early 1980s
illustration of the national debt ó that stack is significantly higher
- We lose one acre of rainforest every second. Imagine
a giant invader from space, clomping across the rainforests of the world
with football-field-size feet ó going boom, boom, boom every second ó
would we react? Thatís essentially whatís going on right now. (Al
Goreís vivid characterization of rainforest loss.)
Metaphors make for great closers because, when well constructed, they
provide powerful summaries and clear recommendations.
If applicable, you can follow up with a specific call to action that
tells your reader what to do next.
Talon Has Prepared and Planned For Disasters
By Michael Borkan
Did you ever wonder what would happen if your direct mail vendor was
devastated by a fire, hurricane or loss of an important employee?
If Talon is your
vendor, you can sleep better at night. We've prepared for minor and
major disasters and challenges by identifying potential problems and
Disasters such as our building burning to the ground, most probably will
never happen, but some problems can and probably will occur. A computer
virus, the loss of a key employee, even hardware damage will
occur - it's just a matter of time. Rest assured - Talon is ready!
Listed below are potential problems and how we have prepared. They are
laid out in the order of most probable to occur to least likely.
Internet Connection goes down
Off Site connection in place.
Virus / Malware Computer Attack
Multiple systems (some off-line, and off internet).
State of the art virus & firewall protection software.
Loss of Key Employee
All reoccurring work is documented and multiple employees are cross
Loss of Electrical Power
Two power generators kept on site.
Computer Equipment Destroyed
Off site machinery, data files and programs in place & ready to run.
Equipment replacement insurance.
Client Inventory lost in fire or flood
Inventory Automatically Insured
Insurance covers setting up a new facility and covers subcontracting
Bio Hazard Terror Attack
Special insurance coverage.
#1 Internet Connection Goes Down:
What happens if your internet connection is down and your service bureau
has an important file that must be sent or an email blast that must go?
Talon has solved this problem by putting a second high speed internet connection and a computer network at our second building. Our
second connection and hardware system is completely independent from our
main connection. Two months ago our internet service was spotty for several days. During this time our email blasts were run at our
second location. Our clients' jobs were processed on time and without
#2 Virus or Malware Attacks Computers:
It's amazing how many computers lack the latest anti-virus software. Our
virus software will identify problems before they have a chance to
inflict damage. We use the most current virus protection software possible and make sure we get updates as soon as they are ready.
With the help of our antivirus software, firewalls, and employee
training, we have never had a machine affected or damaged by a virus. If
we ever do get struck by a virus we have computer systems that are not
connected to the internet or our network, and every file and program
that we house are backed up. We would be able to retrieve uninfected
data and programs and continue to run.
#3 Loss of Employees:
Ever have a job at a service bureau and the key person is on vacation,
sick, or no longer employed there? At Talon all jobs are clearly
documented and each service we offer can be done by a multiple number of
employees. Not only is this good for our clients, but our employees
benefit too since they can go on vacation without having to perform
customer support or worry about projects getting done!
#4 Loss of Power:
Talon has installed
two power generators. Should power go down we can run our computer
center. We even can run our high-speed inkjet and inserting equipment.
#5 Computer Equipment Destroyed:
Talon has a special insurance policy that covers replacement costs for
each machine. Additionally we keep equipment offsite. If both of our
buildings were destroyed Talon has the resources of third party vendor, which keeps a disaster recovery data center located in nearby
Farmingdale. All data is backed up three times and one set is kept off
site in a secure location.
#6 Client Inventory Lost In Fire or
Have you ever stopped to think what would happen to your catalogs or
other printed materials if your vendor's building was flooded or
destroyed by fire? Our insurance policy covers all of our clients' inventory - automatically, from the moment it is delivered or picked up
by our drivers.
#7 Building Destroyed:
Our insurance policy specifically covers all of the costs of getting
jobs processed and mailed should our building be destroyed. If it took
an extended period to rebuild our location, our insurance would pay for us to set up a temporary location and/or subcontract out our work.
#8 Biohazard Terrorist Attacks:
A few years ago our nation was terrified by Anthrax in the mail. Our
insurance carrier has helped us create procedures to protect our
buildings from unauthorized personnel entering our production areas.
With the new procedures in place, we're insured against someone placing
biohazard materials in our mailings.
We have worked hard to make sure we are ready for just about anything.
In addition to these safeguards we also have insurance which allows us
to be bonded and we have an errors and omissions policy.
For additional information or if you have questions you can call Michael
Borkan at 631-667-5500 x 11 or by email at
Through Email Clutter, Reach Prospects with Direct Mail
Murtaza Jaffer, Lvb.com
Direct Mail is making a comeback because
individuals are inundated with too much digital content.
Itís no surprise that in a digital age,
email and social media are the most-used form of marketing. The world
moves quickly and many times, things are expected to be done now, making digital marketing beneficial. However, direct
mail is making a comeback in an effort to reach individuals who are
inundated with digital content.
Check the last time you sent an email marketing campaign; how many
people opened the email? There is a good possibility that emails are
getting deleted before
being read. On average, 121 business emails are sent and received per
day, and that doesnít include emails on personal accounts.
Many employees are now working from home offices due to Covid-19, so
itís the perfect time to re-invest in a direct mail strategy.
While it may sound daunting, direct mail advertising is fairly simple.
Hereís how to get started:
1. Set a goal. First and foremost, determine the purpose of the
campaign. Is the business trying to reach current customers or expand
their reach to new ones? Setting this goal will help determine what type of item to mail. For
example, if the businessís goal is to reach current customers, a thank
you card with a special gift might be a nice gesture, but if the goal is to reach new
customers, a coupon might get them in the door.
2. Create your mailing list. There are two options available to
businesses sending direct mail:
- Company provides the list: business owners have the option to
provide their own list, which may include their current customer base or
a small portion of it. As long as the company is keeping proper records, exporting the
information into an excel spreadsheet is quick and easy. (This is the
best option if trying to reach current customers.)
Utilize USPSí Every Door Direct Mail
targeting. The postal service offers Every Door Direct Mail, or EDDM, to
target the right customers. You can use their online tool to map zip codes and neighborhoods, as well as filter the
results by age, income and household size. Write down the areas you want
to target and keep it handy for when you are ready to mail. (This is the best option
if trying to expand the customer base.)
3. Decide what to send. Not sure what to mail? The skyís the limit! The
most common items that are sent via direct mail include personal
letters, holiday cards, postcards, and coupons.
There is also a shift to sending care packages and Trade Show Boxes, due
to the Covid-19 pandemic. With large conferences and events cancelled,
many businesses are sending Trade Show Boxes directly to their target customers. The
boxes may contain promotional items such as pens, notepads, folders,
water bottles, etc. These are the items that would have been distributed at the event but
are now being sent via snail mail. Be sure to include a call-to-action
in your mailer and information on how to reach you (phone number, email, website, and
contact person if applicable).
Remember, direct mail campaigns are not one size fits all. Direct Mail
can and should be customized for the company to ensure the
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
Five Ways to use Metaphors to Create Irresistible Copy
How Talon Has Prepared and Planned For Disasters
Cut Through Email Clutter, Reach Prospects with 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...
AI Image Enhancer
- AI tools to remove photo noises and enhance color &
contrast, Automatic and free.
Dropbase - Turn your CSV and
Excel files to live databases, instantly.
Newsbreak.com - Very
useful website. Get local news, traffic
Libraryofscroll.com - A collection of the very best reads they've
curated over the years. They choose gems which delve into themes ranging
from digital marketplaces to BTS, from the growth of platforms to
Murakamiís running habits.
Workomo.com - Show up to your meeting ready! Workomo provides
you with everything important about People, just before you Meet.
Limus - An amazing app that will show your
screenshot at different angles. Very useful for making screen shots look
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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