Talon Mailing & Marketing

561 Acorn Street
Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing November 2016 Newsletter.

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Seven 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 performance.

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.

“Who Moved My Cheese?”

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 possible outcome.

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 leading others.

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 professions.

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 matter.

Five 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 customers.

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.

Three Effective Ways to Incorporate Direct Mail Into Your Multi-Channel Campaigns

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 interested in.

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 it out—step-by-step.

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 excels.

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 campaigns:

1. Personalization

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 more.

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.

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 tangible.

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.

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:

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

Ticket Giveaway!

New Clients

Mike Borkan's Links - 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:
  • Pine Street Inn

  • Jefferson Financial

  • 3 New Lists From Statlistics

Mike's Favorite Links:

Some interesting links...

Sortd.com - Break free from your Inbox, sortd transforms your email into organized lists.

Heek.com - Heek is the personal assistant that helps you to create your website. Create, maintain and update your website in just a few clicks! Simply answer the questions, look at the suggestions and choose the options you like! You have total control as Heek creates for you a personalized website to meet your demands, and those of your clients, right before your eyes.

Airtable.com - Airtable makes it easy to organize stuff, people, ideas and anything else you can imagine with your team.

Bitmoji.com - It's free and a lot more fun and expressive than standard emojis. Create an expressive cartoon avatar that looks just like you and you're on your way!

Hooch.co - They're buying! Discover New Bars and a free drink, Every Day.

Paperworks.io - Stop wasting time finding and collecting receipts, invoices, and payments. Paperworks.io handles all your accounts in one place.

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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