Welcome to the Talon Mailing & Marketing October 2018 Newsletter.
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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
Tips on Building Emotional Connections with
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
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.
Coddle Lousy Customers
By Denny Hatch,
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
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
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
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
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
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
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.
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
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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
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:
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ir friends can record your own scenes to mix together and produce terrific
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Doyouremember.com - A Site
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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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