Welcome to the Talon Mailing & Marketing November 2016 Newsletter.
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Great Reads to Drive Your Marketing
By Mary Wallace, marketingland.com
Looking to add to your arsenal of marketing knowledge? Columnist Mary
Wallace shares her top reading recommendations.
With the advent of the internet, how we marketers do our
job has changed significantly. We’re now using technologies such as
marketing automation and predictive marketing) to engage prospects through
a wider variety of media outlets (i.e., Twitter, Instagram, Snapchat). We
are also being made more accountable than ever before for our business’s
“Who Moved My Cheese?”
But at the same time, the what we marketers do has not changed. Regardless
of whether the business is a startup or an established Fortune 500
company, we’re still business people working with other business people to
make our business a success.
This creates an interesting paradigm as we steer our careers. We
understand the importance of staying current and delivering value. And we
understand the need to constantly increase our knowledge about new
marketing techniques and technology, as well as how to persevere and
prosper in a business environment.
Below are six books, a blog and video web site to feed our zest for
learning, leading and growing.
Marketers are living in a constant state of change. We can no longer
“rest” on an accomplishment. We need to keep optimizing what we do and how
we do it.
The book “Who Moved My Cheese?” is packed with motivation for prospering
with change. Written by one of the co-authors of “The One Minute Manager,”
the book is a super-quick read.
The book, which takes a metaphorical journey through a maze with mice
faced with unexpected change, illustrates how by embracing change, you can
control your destiny.
Seth Godin’s blog
Seth Godin is a marketer, a consumer and a business person. His blog and
accompanying daily email provide inspiring thoughts to encourage you to
think outside the box.
Many posts are extremely short, but spending a minute each day reading
them can inspire one to solve problems creatively or head in a new
direction. Godin is the author of 18 books, including “Linchpin,”
“Tribes,” “The Dip” and “Purple Cow.”
“How to Win Friends and Influence People”
Marketers are the newest members at the boardroom table. We must
communicate with other senior executives as we drive our businesses and
love our customers. “How to Win Friends and Influence People” provides
insights into building interpersonal relationships that produce the best
Written over 80 years ago by Dale Carnegie, this book is by no means
dated. It provides insight into handling people, winning friends, bringing
people over to your way of thinking and being a great leader.
The book, which focuses on success based on interpersonal relationships,
has been updated three times, most recently in 2011. The newest edition,
titled “How to Win Friends and Influence People in the Digital Age,”
extends relationship-based business success into the digital age.
This one isn’t a “great read” per se, but it’s a fantastic resource for
uncovering even more inspirational reading. At least every once in a
while, we all need to be inspired. TED videos never fail to spawn ideas —
whether they’re about a new campaign, a new product or a better way of
The basis for these videos is an unlimited number of powerful live TED
performances held throughout the world. The videos cover a wide range of
topics, including business and marketing. Free to watch at your leisure,
these presentations provide inspiration for marketers and people of all
The TED blog has helpfully posted lists of books recommended by TED
speakers. Check out this list and this one.
“Leadership Is An Art”
Marketers are in a pivotal role of driving the business. We must motivate
and lead: ourselves, our colleagues, and our customers.
“Leadership Is An Art” stresses the importance of initiating ideas and
creating a lasting value system within an organization. It provides
insights on motivating and creating leaders.
First published in 1987, this book contains ideas and beliefs to
strengthen leaders to do what needs to get done in the most effective and
humane way possible.
“Getting to Yes”
We all face situations in our work lives where we need to convince our
colleagues and team members to agree to something. Regardless of whether
it’s a new campaign, a different technology, or defining the optimal user
experience, we need to reach consensus.
“Getting to Yes” offers a straightforward, universally applicable method
for negotiating disputes without getting angry or getting taken.
“7 Habits of Highly Effective People”
Marketers must make an impact and meet the objectives defined by the
business. “7 Habits of Highly Effective People” provides a philosophical
view of what it takes to be constructive and add value.
Written by Stephen R. Covey, the book documents seven traits of successful
people (e.g., be proactive, think win-win, synergize) and why those traits
Ways to Tell Your Story So People Actually Care
By Ed Heil, business2community.com
How do you tell your story so people actually
care? Here are 5 ways...
One of the most common challenges I hear from business
leaders and marketers is this: “We have a hard time telling our story”.
They have a desire to tell people who they are and why they’re important
and yet they stumble when trying to explain this in a way that’s
interesting or engaging. In essence, they have no idea how to tell their
story — they are not interesting, so people are not interested. So, what’s
the secret? How do you tell your story so people actually care? Here are 5
ways to start telling stories that people actually care about:
1. Share your “why”
In the words of leadership consultant, Simon Sinek, people don’t care
about what you do, they care why you do it. Why do you do what you do?
What is the deeper meaning of your work? Is it to manufacture seat belts?
Or is it to save people’s lives? At StoryTeller, our “why” is to challenge
the status quo of marketing. Dig deeper and tell people why you do what
you do, not just what you do.
2. Find real stories
You want to know how to tell your story so people care? Then, try telling
an actual story, rather than rattling off information and statistics about
your product or service. People engage with storytelling because they
connect their personal lives and experiences to the stories they hear. As
a result, they comprehend and retain stories more than facts and figures.
3. Use pictures and video
We are visual creatures, and statistics show people are more likely to
watch a video than read a blog or an article. Video and still images are
used to provide visual descriptions, show people how to do something, or
introduce the viewer to someone. Often, an overview video like this can be
a powerful first step to sharing your story with your prospects and
4. Maximize digital channels
Some businesses still rely heavily on print collateral to share
information about their business with prospective customers. While print
was once a tried and true component of any sound marketing strategy, it’s
no longer enough. If you’d really like to tell your story to your target
audience, it’s time to reallocate your resources and invest in your online
properties. Between your website, YouTube, and social media channels, you
have more outlets than ever to share your story. And, frankly, no one is
going online to look for a brochure.
5. Less of you, more of them
Most businesses approach their marketing like a used car salesman. They
spend a lot of time talking about the features and benefits of their
products and services. They focus more on what they believe are salient
aspects of their product and less time on the customer problems that they
solve. Rather than listening carefully and answering questions
proactively, many marketers are stuck in the past, making sure they are
shouting their message at the consumer.
Of course, this is the easy stuff. The challenge for you as a marketer is
determining how best to tell and share your stories in a way that provides
valuable information to your prospective customers.
Effective Ways to Incorporate Direct Mail Into Your Multi-Channel
By Patrick Groover, marketo.com
Have you taken a close look at your direct mail lately? You may have
noticed a pleasant surprise: offers and newsletters that you’re actually
To some, direct mail may seem like a marketing method of the past.
However, coupled with a sophisticated marketing automation platform,
direct mail is getting a facelift that may make it a channel that helps
you differentiate your go-to-market strategy.
Rethinking Direct Mail
Historic approaches to direct mail largely centered around long hours of
preparing one-off mailers to large audiences that were painstakingly
pulled together. Back then, executing direct mail campaigns meant
developing lists, developing content, printing content, and then shipping
Marketing messages are only effective when they engage audiences at the
right time within their buying journey, so it’s no wonder that the
effectiveness of direct mail was called into question. Besides the
potential for misalignment between timing, mass media approaches to direct
mail were often impersonal and contained generic messaging. Traditional
direct mail campaigns usually targeted a large number of individuals with
the same piece of communication.
To reduce gaps between timing and personalization of messages, direct mail
marketers began focusing heavily on audience segmentation using cohort
analysis, which incorporates data-driven information and groups
individuals with similar characteristics together. While audience
segmentation remains a vital part of a solid go-to-market strategy and has
a solid impact on open and response rates, it doesn’t address targeting
and one-to-one communication. This requires defining and acting on
real-time signals of buyer interest with highly personalized content that
matches the exact target audience, which is where marketing automation
Marketing automation leverages previously configured audiences and
dynamically personalized content assets that are already tied to your
overall campaign strategy and connects time-released materials to buying
signals—enabling personalized direct mail at scale. With a sophisticated
marketing automation solution, direct mail campaigns can be incorporated
directly into your programs, so you can run, measure, and optimize them
within one platform for true cross-channel marketing.
Here are three ways to use direct mail in your cross-channel marketing
Personalization increases the likelihood that buyers will interact with
your content and respond with the desired call-to-action. Advanced direct
mail providers can integrate with your marketing automation platform
through APIs, which makes it possible to pass information about
individuals who perform a specific behavior to print houses in real-time
to develop personalized content using customer names, specific offers, and
If you’ve pre-configured the creative, it’s easy to call upon the correct
template, add elements of personalization, print the final mail piece, and
package it up for mailing—all on the same day. For multi-dimensional
mailers, or mail pieces that aren’t flat, providers can pre-stock
materials and send out batches according to agreed-upon terms.
A great example of a relevant and personalized direct mail campaign is
delivering coupon offers to customers a few days before their birthday. A
complete marketing automation platform allows you to configure rules that
will pass information to direct mail printers with each individual’s name
and specific offer. The unique format and timely delivery of this offer
through the mail increases the likelihood that the customer will take
action, capturing a portion of their birthday spend.
2. Time-Released Nurturing
As you’re graduating from a batch-and-blast approach to a personalized
one, consider augmenting your communication format. Using an advanced
marketing automation platform, you can integrate a variety of marketing
channels for a single campaign. Instead of using emails for every form of
communication in your nurture campaign, add a flow step that incorporates
Direct mail adds a tangible element to your email nurturing campaign that
makes your audience feel hand-selected and valuable. And aided by dynamic
personalization, your offers and content can reflect the specific person
and their buying stage, a relevant message, and other aspects through
pre-set criteria. The addition of this step to your nurture campaigns
adjusts the customer’s perception of your overall interactions by making
it more personal, and if you’ve been missing them through email, it’s an
opportunity to reconnect.
3. Focus Efforts on Key Audiences
Direct mail can seem like a cost-prohibitive investment as sending
dimensional mailers or even basic content to your audiences can quickly
add up. However, marketing automation platforms provide added value to
managing the overall cost of this channel by allowing you to configure
criteria that only target the most valuable audiences with something more
Previously, it was very time-consuming and cumbersome to align the right
audiences to direct mail. Marketing automation allows you to quickly
identify the most valuable leads or contacts and send them highly relevant
collateral. With the right platform, these lists are self-sustaining as
your leads or contacts exhibit specific behaviors or match identified
criteria. If you’re a B2B marketer, this capability is prime for
account-based marketing. For example, if you’re targeting prospects in at
higher education institutions, you could send them a direct mail piece
after they download a specific asset on your website.
If it’s been a while since you took a look at direct mail, it may be time
to take a look again. Evaluate whether your marketing automation platform
supports multi-channel marketing and tie together all of your
communications efforts. The right platform and approach will help you
increase results, lower costs, and time messaging for the greatest impact.
Win Brooklyn Nets Tickets!
Enjoy a great day of Basketball!
We are giving away two tickets to see the Brooklyn Nets.
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!
Wednesday November 2, 2016.
Nets vs. Detroit 7:30 PM.
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7 Great Reads to Drive Your Marketing
5 Ways to Tell Your Story So People Actually Care
3 Effective Ways to Incorporate Direct Mail Into Your Multi-Channel Campaigns
Mike Borkan's Links - 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 Links:
Some interesting links...
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Airtable.com - Airtable makes it
easy to organize stuff, people, ideas and anything else you can imagine
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Did you know Talon offers the following services?
Click on the links below to see samples.
Direct Mail Humor!
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Do you need help marketing to your clients? Talon can
help! Call Michael Borkan at 631-667-5500 x 11 to learn how to
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