Talon Mailing & Marketing

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Deer Park, NY 11729

(631) 667-5500


Welcome to the Talon Mailing & Marketing November 2017 Newsletter.

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Consumers Consider Mail Believable as Digital Faces Trust Fatigue

By Michael Feeley, Thedrum.com

Marketers that remain fixated with digital channels might need to rethink their strategy.

New research has revealed that 87% of consumers consider mail communications to be ‘believable’, while only 48% feel the same way about email. The same research found that mail is regarded as ‘more likely to grab the recipient’s attention’.

Conducted in May of this year by Royal Mail MarketReach and TNS, the research followed the same model set by studies carried out in 2007 and 2013, allowing shifts in consumer opinion to be tracked over a ten-year period. The surveys included several questions addressing emotional engagement, ie how mail makes the respondent feel about the sender organization, and what it implies about how that organization regards them personally.

Between 2007 and 2017, the percentage of people stating that mail makes them ‘feel valued’ has increased to 70%, compared to only 43% in 2007 and 57% in 2013. 70% also responded that mail also ‘gives them a better impression of the company’, again rising from 53% in 2007 and 55% in 2013.

The findings confirm that, in a digital world, where a vast and growing volume of emails are sent every day, the comparative rarity of real-world ‘physical’ mail has led to it becoming increasingly valued and trusted by consumers. Better yet for marketers, the media can positively impact on the perceived trustworthiness of the communication itself and help to create a more rounded, more believable brand identity.

It's interesting to note that, while marketers often debate how best to mix the strengths of the various mediums available to them, little thought is dedicated to how consumers’ relationships to those mediums may evolve over time. One potential reason for consumers’ positive shift towards mail may be, ironically, the way that marketers have over-utilized email marketing in the past, by sending too many irrelevant emails to the wrong targets.

Likewise, in the age of fake news, malware and phishing, it may be that a wider, growing unease or ‘trust fatigue’ with digital channels is fuelling the increased consumer desire for the trustworthiness and tangibility of mail.

But it’s not just all about the ‘feels’: the recent IPA TouchPoints survey tracked the range of responses from consumers to receiving mail and found that commercially relevant responses included increased enquiries online and by phone, increased store visits, purchases and service renewals. A Brand Science review of multi-channel campaigns concluded that when mail was included in the marketing mix, campaigns had 12% bigger ROI than those without mail.

While digital communications remain a key and crucial part of the marketer’s toolkit, this latest research makes it clear that email cannot be regarded as a straight replacement for mail, nor is it likely to deliver the same results in terms of consumer engagement and sales performance.

The Ten Golden Rules of Direct Response Marketing


Whether marketing happens online or off, there is one thing every smart integrated marketer worth their salt is after: They want the customer to respond.

So let’s review the 10 commandments of direct response marketing, as covered in one of the most authoritative books on the topic, No BS Direct Marketing by Dan S. Kennedy, a top marketing consultant and legendary copywriter. Here’s a quick look at Kennedy’s guidelines:

1. There Will Always Be An Offer or Offer(s)
In order to get consumers to stand up and take notice, come up with an offer “…that tells the consumer how your product can enhance their life, solve their problems, make their day better etc, and the steps they need to take in order to reap the benefits.”

2. There Will Be Reason To Respond Right Now
It’s called direct response marketing for a reason: you need your customer or prospect to respond RIGHT NOW. What sort of offer will spur them to action?

3. Clear Instructions
Don’t make your customers guess. Tell them exactly what to do next!

4. There Will Be Tracking And Measurement
As Dan Kennedy writes, “Tracking means accurately collecting all the information you need to determine what advertising is working and what isn’t, which offer is pulling and which isn’t, what marketing has traction and what doesn’t.” In other words, tracking equals paying careful attention to ROI!

5. Branding As a By-Product
The suggestion here is that integrated marketers at smaller companies can’t afford the luxury of branding campaigns. Stick to call to action offers “that are designed to motivate qualified leads to step forward and take action.”

6. There Will Be Follow-Up
We're not just talking about a one-time follow up based on a lead. Treat that lead like gold and as the beginning of a valuable relationship. Why? Because, “There are fortunes in the follow-up.”

7. There Will Be Strong Copy
When all is said and done (and written), “your copy must be compelling enough to get your prospects to take immediate action. Your vocabulary choices should aggravate your prospect’s problems so much so that they can almost feel the pain, and then soothe them immediately with whatever it is you’re offering, and how it can solve their issue.” And by all means don’t let bad grammar derail a powerful offer:

8. In General, It Will Look Like Mail-Order Advertising
Master marketers Dan Kennedy and Bill Glazer “suggest making a swipe file of mail-order newspapers and magazine advertisements that show clear calls to action. Next time you construct an offer, flip through the file for inspiration.”

9. Results Rule, Period.
It doesn’t’ matter what integrated marketers think. All that counts is what the customers think. “If you make sales, then your strategy has worked. If it doesn’t make sales, scrap it.”

10. Keep Your Business On A Strict Direct Marketing Diet For At Least Six Months.
Dan Kennedy says it best,” anything that doesn’t conform to the prior nine rules, do not let it in at all. Just say no. And bar the door.”

Granted, these 10 direct response commandments are built around tough love, and they are definitely old school. But why not check out the tried-and-true disciplines Kennedy recommends – and let the results speak for themselves.

10 Tips For Creating B2B Copy That Connects

By Beth Negus Viveiros, Chiefmarketer.com

Do your words really capture prospects’ attention?

At a recent B2B Connect to Convert conference, HBT Marketing’s Chief Creative Officer Nancy Harhut shared key ideas for better B2B copy writing in a content master class. Here’s 10 of her top tips.

1. The Authority Principle: Position your brand as one whose words should be taken seriously. If someone is an authority figure, we tend to believe what they say. As an example, Harhut cited the time criminals reportedly dressed as Wells Fargo security guards and had their ill-gotten gains literally just handed to them because they looked the part.

2. Compliance Triggers: The word “because” is extremely powerful, said Harhut. “People are more likely to do what we ask them to if we give them a reason why. The word ‘because’ is a compliance trigger—when we hear it, we start to act like little bobble heads and just nod in agreement, even before we hear the actual reason.”

3. Be Consistent: People like consistency–if you can get them to say “yes” once, they’re more likely to do so again. “Remind people if they’ve said yes before, and make it easier for them to do so again,” she said.

4. Get People to Commit: Once something is in writing, it seems more concrete and more real. Sony once ran a contest asking users to rate their business software in exchange for a chance to win a suite of programs. The resulting reviews were useful in several ways to cross- and up-sell, noted Harhut. “Something interesting happens when you write something down. You feel like you need to live up to those words.” This is the idea of cognitive dissonance, she said. “If we’ve gone on record saying something, we will change our behavior to sync up to that.”

5. Consider the Size and Placement of Copy: Contrary to what one might think, some studies have shown that when a sale price is printed in a smaller font, people think it is a better deal. Anchor your sale price by putting it to the right of the original price. Also, she said, printing the original and sale price further apart makes them feel like they are further apart not only physically but in amount as well.

6. Eye Magnets: When people read, they tend to skim and scan. Certain words act as eye magnets, drawing readers to where you want the most attention. “Free” works well, and buyers will often spend more to get a free gift or free shipping. “Secret” is also a strong word, as it helps persuade people they are getting special access to something not readily available. “Alert” gets attention because people are constantly on the lookout for possible danger, while “minutes” as in “This will only take five minutes of your time” can imply that something is easy to accomplish.

7. Framing: The words you use to surround a product or offer can make a huge difference and put them in context, said Harhut. For example, say you have “Yes” or “No” buttons near an offer. Frame those buttons as “Yes, get the free case study now” and “No, I’d rather not know how my marketing is performing.”

8. Herd Mentality: Your customer may be starting from a point of skepticism. Showing them that others have already taken action can help move along their consideration process, she noted. “Almost sold out” lets people know they need to act fast, while a long list of customers, donors or attendees gives them confidence that others have already taken the leap.

9. Jargon: Generally speaking, you want to avoid jargon. “You think it will make you sound more impressive, but typically it backfires,” said Harhut. “People don’t want to work too hard—write in easily accessible terms. Don’t use a 75 cent word when a 25 cent word will do.” Are there exceptions to this rule? Sure. If you’re trying to convey insider status or suggest more value, this is where to spend those pricier words.

10. Call to Action: Don’t confuse people. Have one clear call to action in your copy. If you must have two, make the most important ask the most prominent one. Keep your CTA simple, and remove extraneous language.

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.

  • Tuesday December 12, 2017.  Nets vs. Wizards 7:30 PM.

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In this Issue:

Consumers Consider Mail Believable as Digital Faces Trust Fatigue

The 10 Golden Rules of Direct Response Marketing

10 Tips For Creating B2B Copy That Connects

Ticket Giveaway!

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:
  • On-Stage

  • VX Technologies

  • 2 New Lists From Statlistics

Mike's Favorite Apps & Links:

Some interesting things to check out...

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

Boomeranggmail.com - An email app that boosts productivity. Boomerang includes everything you need from an email app: snooze, send later, response tracking, follow up reminders and more! Plus, iPhone users can get more done with the first work-focused AI voice assistant.

Piccollage.com - Download the best app for editing photos and making cards and photo grids for the any occasion. Choose from hundreds of photo grid layouts and sizes.

Getrevue.co - Every company should send a newsletter. Revue makes it extremely simple to send yours today and start a conversation with your followers.

Slidesppt.com - Having super beautiful, editable, clean and professional designs, you can just adjust any of our presentation theme, start working out of the box and communicate your ideas focusing in what really matters to you: the content.

Gettoby.com - Bookmarks are for books, not browsers. Organize your browser tabs into Toby so you can access key resources in one click instead of seven.

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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