Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing October 2018 Newsletter.

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Building Emotional Connections with Customers Doesn’t Have to be Hard

By Al Davidson, Smallbiztrends.com

Try these four tips and watch your sales grow.

What do the most powerful and most profitable companies in the world have in common? They are good at building emotional connections with their customers!

No matter what industry you’re in, whether you’re in B2C or B2B sales, it’s more important than ever before to build strong relationships with your customers. No matter what you sell, even if it’s a technical product or complex solution, you need to build emotional bonds with your customers — because people like to buy from people that they like!

Tips on Building Emotional Connections with Customers

Here are a few tips on how to build better emotional connections with customers:

1. Give them a sense of comfort and order. Customers need to know that they are in capable hands. Is your sales process well organized and consistent? You need to help guide the customer through the process and answer their questions with confidence along the way.

Even if customers are already well informed about your product and have done their research — even if they seem to already have a strong opinion about what they want to buy and what is the right fit for their needs — they will still respect you more if they see that your sales process is professionally handled at every step of the way. This makes your customers more likely to buy from you again in the future, and makes them more likely to refer you to friends.

2. Give them a delightful customer experience. One of the biggest competitive advantages in today’s economic climate is to have an amazing, memorable, thoughtful customer experience. Look for ways to be creative in delivering moments of delight, where you pleasantly surprise your customers by over-delivering above and beyond their expectations. Could you send flowers to your best customers on their birthdays? Could you have a special dedicated phone line for your best customers where they never have to go to voice mail or wait for a call back? Set up a special loyalty rewards program or “anniversary celebration” where you celebrate your long-time customer relationships.

Your customer experience is often your most effective form of “marketing.” When people see what it’s like to work with you and buy from you, they will hopefully want to keep coming back.

3. Don’t be afraid to get personal and use humor. Of course, in the business world we need to be professional and respectful and use appropriate language and decorum. However — that doesn’t mean you have to totally leave your authentic human self at home. Don’t be afraid to open up a bit with customers — talk about your favorite music or movies or sports teams; learn more about what your customers like to do in their spare time. This can open up a new level of understanding and connection between you and your customers. You’ll soon find you can have more fun conversations and build a deeper rapport.

Don’t be afraid to be “real” and be human! Does your company have a sense of humor? It should! Not in a way that offends people, of course — but it’s totally possible to use humor in a business setting in a way that shows your authentic human warmth and personality. People will often respond well to this, even in highly “technical” industries. It doesn’t hurt to have fun while we’re making money, and the best customers tend to appreciate this more than ever.

4. Keep your promises. Part of building a great customer relationship involves establishing trust. This means keeping your promises at every stage of the customer’s journey. Call back when you say you will. Be responsive. Be available at the times that you promise. Don’t nickel and dime them. Honor your price quotes. Put it in writing. You need to show your customers that you and your company will keep your word and honor your commitments.

Over time, you will build trust and your customers will be more likely to relax and give you more of their business.

So much of the business world is based on simple trust and on the timeless idea of human relationships. People need each other, and people like to buy from people that they like and trust and can count on. You might find that building stronger emotional connections is not just about having a well written website or a well-designed product. It’s about simple things like getting people to trust you by keeping your promises and giving people a well-organized experience of working with you.

Don’t Coddle Lousy Customers

By Denny Hatch, DennyHatch.blogspot.com

If you're not tracking who's your best and worst customers, your business will suffer.

Redlining has been a fact of life in direct marketing for 100 years. For example:

Many years ago, the Book-of-the-Month Club received a phone call from a new member in New York City. The person said she had replied to an introductory New York Times ad offering "5 books for $1" and had heard nothing.

The club's telephone rep asked what ZIP code the caller lived in.

"10035," was the reply.

"Oh, we're not filling orders from that ZIP code."

The result: outraged screams of discrimination by media and consumer action groups.

The policy was based on a ZIP code analysis of customers in inner city neighborhoods where buyers kept the five premium books, never paid the $1 and never ordered additional books.

Best Buy's Problem

Back in 2003, Best Buy’s CEO Bradbury H. (Brad) Anderson analyzed his customer file and discovered out of the 500 million customer visits a year, 20 percent—or 100 million—were unprofitable.

Imagine! 100 million money-losing customers!

Anderson hired as a consultant Columbia Business School Professor Larry Selden, author of Angel Customers and Demon Customers.

Selden divides customers into "angels" and "devils."

Angels are the desirable customers who buy lotsa stuff, keep it and pay their bills.

Devils are the worst customers who…

• Order 3 party dresses from an upmarket catalog, wear one to a gala and return all three the next day.

• "... buy products, apply for rebates, return the purchases, then buy them back at returned-merchandise discounts.

• "... load up on 'loss leaders'—severely discounted merchandise designed to boost store traffic, then flip the goods by selling them on eBay.

• "... research rock-bottom price quotes from Web sites and demand that Best Buy make good on its lowest-price pledge."
— Gary McWilliams, The Wall Street Journal

It was Selden who came up with a revolutionary theory:

A company is not a portfolio of product lines,
but rather a portfolio of profitable customers.


Best Buy carefully analyzes its customer base. It cannot keep these sleaze balls out of retail stores. But it can make life difficult for them, such as a 15% restocking fee for bad actors.

Who Are Your Good Customers?

The marketing 101 formula for good customers is Recency, Frequency, Monetary Value (RFM).

The most recent customer who frequently spends the most money with you is your best customer.

Savvy retailers and direct marketers divide customers into 5 quintiles. In Quintile #1 are your best customers. In Quintile #5 are the poorest performers.

Seattle marketing guru Bob Hacker’s advice to his clients:

“Wanna make a profit this quarter? Don’t mail your 5th quintile.”

Takeaway to Consider

• If you don't have a precise list of customers—angels and devils—you don't have a business.

Denny Hatch has been involved in Marketing and Direct Marketing for over 60 years.  His blogs are must-read materials, filled with sound marketing advice and great ideas.  Please visit his blog site at: http://dennyhatch.blogspot.com.

Use Direct Mail to Find, Keep, & Strengthen Customer Relationships


An article on DMnews.com cites evidence that direct mail outperforms all other elements of the marketing mix.

Getting your message to the right person at the right time has never been more challenging. Email, direct mail, search, social media – every weapon in the integrated marketer’s multichannel arsenal is often brought to bear in our competitive marketplace. An article on DMnews.com cites evidence that direct mail outperforms all other elements of the marketing mix, encouraging its continued use, and offers some best practices for acquiring, keeping, and re-engaging customers.

Attracting New Customers

To find new customers, look first at your current audience. Use surveys or social media to learn more about them (and don’t forget to offer an incentive!): who are they, what are their pain points or behaviors, what are their interests or most sought-after benefits, etc.? Once you have baseline information about the types of people who already buy from or work with you, you can target your next direct mail campaign to a broader audience that matches that persona.

Ensure that your messaging resonates with your audience, and don’t forget to use data points that will help underscore your message. Consider also what types of tracking or conversion mechanisms you can use to bring in this new audience through your mailer. You may wish to try personalized URLs (PURLs), QR codes, or unique discount codes.

Retaining Existing Customers

Even while pursuing new audiences, don’t neglect the ones you already have! The introduction—or reminder—of a loyalty program, special offer, or event invitation may be the perfect way to continue your connection with these customers.

Another way in which direct mail offers a unique opportunity to keep communication open with your existing customers is through customer service. If there is evidence of a negative situation or complaint, use personalized messaging to resolve the issue. Direct mail has the added benefit of longevity, too. A well-made piece with timeless messaging will be kept much longer than an email in your inbox.

Re-Engaging with Lapsed Customers

Following up with your audience shows your commitment to them. If they have disengaged, it’s important to learn why. An appropriate mail piece for follow up may be a short survey with a business reply card (BRC), a prepaid/addressed postcard that can be easily dropped in a mailbox to return to you, or a URL pointing to a dedicated landing page.

These types of re-engagement mailers also allow integrated marketers to demonstrate campaigns, products or services introduced since the customer disengaged. Consider sharing information about new programs or giveaways in a personalized message.

Direct mail marketing is a viable and significant part of any multichannel marketing strategy. The flexibility of the medium—size, design, targeting—can help integrated marketers craft a standout campaign to encourage new, current and lapsed customers find their way to or back to your business.

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:

Building Emotional Connections with Customers Doesn't Have to be Hard

Don't Coddle Lousy Customers

Use Direct mail to Find, Keep, & Strengthen Customer Relationships

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:
  • Hyperion Solutions Group

  • Wise & Well

  • 3 New Lists From Statlistics

Mike's Favorite Apps & Links:

Some interesting things to check out...

Logoai.com - Create professional logos in seconds for free. Simply enter your business name and let our Ai logo maker generate hundreds of unique logo designs for you.

Staysorted.com - Make scheduling quick and easy. Try it for a few days and it may very well become a productive, yet enjoyable part of your day.

Collabvideoapp.com - Collab is a collaborative app to create multi-angle videos. You and your co-workers ir friends can record your own scenes to mix together and produce terrific videos.

Webdesignmuseum.org - This virtual museum exhibits over 900 carefully selected and sorted web sites that show web design trends between the years 1995 and 2005.

Nceptionapp.com - Make your everyday surroundings spring to life and create instant Inception-like videos or photos with ease. A real-time reality distortion camera app that turns the ordinary world into something truly intriguing.

Doyouremember.com - A Site Dedicated To All Things Nostalgia. Especially geared to children of the 50's 60's and 70's.

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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