Bly.com Newsletter Archives An archived collection of Bob Bly’s Direct Marketing Newsletter

8/1/2016

Gary Bencivenga’s “lost” copywriting formula

Filed under: Newsletter Archive — site admin @ 11:59 am

 

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

August 1, 2016

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***A new formula for copywriting success***

Internet marketing coach Terry Dean cites a formula from Gary
Bencivenga for generating reader interest in your copy: Interest
= Benefit + Curiosity.

We know benefits sell. But Terry points out that even if you have
a strong, specific, emotional benefit, you lose the prospect’s
attention if it is not also combined with curiosity.

“It’s curiosity that gets you to click,” says Terry. “If your
audience can predict what you’re going to say next, you’ve
already lost their interest.”

Source: Internet Lifestyle Mentor, 3/31/2016.

—————————————————————–

***The true value of social media in marketing***

Subscriber Dennis Kelly, President First Impressions Media,
writes: “The tentacles of Social Media have grown to enormous
proportions, but all of your messaging on social networks is not
to make the pitch on there but to drive them to your turf. Your
landing page. Your website.” Ben Settle says essentially the same
thing, but adds the goal is to capture the e-mail address and build
your e-list.

Adds Dennis, “In the compound on M*A*S*H, there was a directional
pillar with dozens of cities and their miles away from Korea.
Modify that to demonstrate your website is the compound and all
those directional signs of Twitter and Facebook and Pinterest and
Instagram and dozens more are all pointing back to your site.
Share the information or wage the sale on your turf where you can
capture e-mail and full address options of your prospects.

—————————————————————–

***Why do some marketers not personalize their content?***

More than half (59%) of US marketers surveyed by Demand Metric
and Seismic said they do not personalize content because they
don’t have the technology. Some 59% of respondents said they
don’t have the bandwidth or resources, and 54% said they don’t
have the needed data.

Few — 6% of respondents — said the technology is not sufficiently
advanced. And another 6% of marketers said they tried to
personalize content, but it didn’t work well.

Source: eMarketer Daily, 4/3/2016.

—————————————————————–

***For best results, focus on your strengths***

Most of us are taught on work to improving our weaknesses. But
Jon Gordon says you get a better pay-off working to get even
better in your areas of strength.

“What are your strengths? What do you do best? What are your best
selling products? Where can you be the strongest? What do you want
to become known for?” asks author Jon Gordon.

“Once you know the answers to these questions then you’ll want to
spend your time, energy, focus, practice, and effort simplifying,
mastering the fundamentals, developing your strengths, and
creating a culture of execution.

“The more time you spend developing and leading with your
strengths the more you will become known for them. The stronger
your strengths become the greater impact you will have.”

Source: Jon Gordon’s Newsletter, 4/4/2016.

—————————————————————–

***How B2B marketing has changed***

B2B buyers today are self-educators and get much further along
the path to purchase before making contact with a business than
in decades past. Because of the level of information B2B
marketers have on their customer segments — or at least should
have — their aim should be to make sure customers are educating
themselves with their organization, rather than a competitor.

Rather than moving them down a funnel towards a sale, marketers
need to give customers what they want: relevant, timely
information which is appropriate to their situation. Get that
right, and sales are far more likely to follow.

Source: B2B Marketing e-newsletter, 4/5/2016.

—————————————————————–

***Be selective about who you accept as a customer or client***

“I don’t like dissatisfied customers, so, I’m big on
disqualification,” says Internet marketing master Perry Marshall.
“If I don’t think something is right for you, I’ll tell you. I
don’t like people coming back and saying, ‘It wasn’t worth it … it
didn’t help me … it wasn’t a good fit.’

“I suggest you put disqualification mechanisms in all of your
sales funnels too. It will save you refunds, chargebacks, and
customer service nightmares. And it will help you laser-in on
your best customers and make them giddy with satisfaction.”

Source: Perry Marshall e-mail, 4/7/2016.

—————————————————————–

***Advice for workaholics***

Work only five or six days per week, and rest completely on the
seventh day. Every single study in this area shows that you will
be far more productive in the five or six days that you work if
you take one or two days off completely than you ever would be if
you worked straight through for seven days.

During this time off, do not catch up on reports, organize your
desk, prepare proposals, or do anything else that requires mental
effort. Simply let your mind relax completely, and get busy doing
things with your family and friends.

Source: Brian Tracy’s Success Newsletter, 4/8/2016.

—————————————————————–

***Job hunting tip***

If you are looking for a senior executive position, you probably
won’t find it on monster.com or other online job sites. According
to ExecuNet, 82% of job openings paying $200,000 a year or more
are not posted online.

Also, if you want to search for a new job, improve and bring your
LinkedIn profile up to date. Today, LinkedIn is a major tool
recruiters use to find new talent, and your profile decides
whether they contact you or not. There is a circular graphic at
the top right of your LinkedIn profile that rates its strength.

—————————————————————–

***The right way to tell clients your opinion***

1–Give legitimate critical feedback in the selling process …
offering constructive criticism at the outset sets a precedent
for the ongoing relationship.

2–Be a recommender … problems are often easier to swallow when
they come with recommended solutions or at least alternative
strategies.

3–Before weighing in, appreciate each aspect of the situation
and ask pertinent questions … more information is usually better
— and informal market research, competitive audits, and early
marketing test results all come into play here.

Source: Ragan’s PR Daily, 6/7/2016.

—————————————————————–

***Travel writing success — for writers who hate travel***

Did you know that you can be a very successful travel writer —
without traveling anywhere?

How? By writing articles on sites, attractions, activities, and
people right in your home town. Of course, this works better if
you live somewhere that is a travel destination — like Baltimore
or Rome.

One editor at Fodor’s Travel says she prefers working with local
writers because they “know how a city ticks. This inside status
gives you an edge when you pitch stories on your home town.”

Source: Beth Kanter, The Writer, 6/2012, p. 40.

—————————————————————–

***Joke of the month***

Q: Why do melons have to get married in a church?
A: Because they cantaloupe.

—————————————————————–

***Quotation of the month***

“We believe that we all come from the same source, and that,
ultimately, we are heading towards the same place and our
destinies are intertwined. Therefore, we must protect the sources
of all life on Earth, and we must work for the betterment of all
people.”
–Allison Miller

Source: Building the Beloved Community newsletter, April 2016,
p.1.

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from people we know and trust. For doing so, we receive a commission.

—————————————————————–

7/8/2016

Boost click rates up to 90%

Filed under: Newsletter Archive — site admin @ 10:13 am

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

July 4, 2016

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***Little-known secrets increase CTA clicks up to 90%***

1–In a recent split test of call-to-action (CTA) copy by
OnBounce, the CTA generated a 90% better click rate using
first-person copy (“Start my free trial” vs. “Start your free
trial”).

2–Want to add a bit of extra urgency? Simply include the word
“now” at the end of your CTA (“Start my free trial now”).

3–Test CTA button colors. Choice of color can make a huge
difference, but unfortunately there is no “right color” and
results vary from test to test. As a rule of thumb, we associate
blue with feelings of trust and security. Orange encourages
immediate action. Red amps up the urgency — both orange and red
are great for encouraging subscribers to sign up, buy, or join
right away. Green means “go,” which is why it should be tested
for CTA buttons.

Source: Today@TargetMarketing, 3/28/2016.

—————————————————————–

***How to feel more positive about life again***

“The key to unlocking our negative emotions is to retrain
ourselves to feel differently, so we can begin to focus on the
positive aspects of life and feel the passion again,” says life
coach Patricia Diesel.

So how do we do this? Answer: find something greater than
yourself to serve. “Live for your family, community, humanity,”
explains Diesel. “Choose something that you really can aspire to
and truly feels good.

“Life is too short to stay in a negative cycle. This is not to
say that you won’t ever feel sad, mad, or stressed out — of
course you will. The difference is that you will not live there
for very long. You can change it.”

Source: Keep It Simple Now e-newsletter, 3/30/2016.

—————————————————————–

***Help Google find your landing pages***

If you’re developing landing pages for specific search terms, try
to incorporate the keyword prominently in both the page copy and
headline. Make sure the overall message reflects what searchers
are looking for when they type in that query.

However, do not stuff a keyword into the page where it doesn’t
sound natural. Don’t forget that you are writing for people, not
search engines. Plus, search engines are getting better at using
semantics to find and return results, so synonyms and words that
naturally co-occur with your keyword are helpful as well.

Source: Building Better Landing Pages, e-book, Act-On, p. 5.

—————————————————————–

***The only 3 ways you can grow your business***

#1. Get new customers. Everyone focuses on this growth lever, but
it’s the most difficult and most expensive.

#2. Sell more to your existing customers.

#3. Keep the customers you get from method #1 longer.

“If you’re doing #1 the right way and attracting A+ quality
customers, getting them to happily pay premium pricing for the
added value you bring, then your big opportunity is in keeping
them for a long time,” says consultant Roxanne Emmerich.

She notes that the first 90-days are critical to cementing your
new, hopefully, life-long relationship.

Source: Grow Your Bank, The Emmerich Group, 6/2/2016.

—————————————————————–

***Promote your book before it’s published***

The biggest mistake authors make is waiting until their books are
published, before thinking about reaching out to media. Editors
and producers feature books exactly when those books come out.

For instance, if your book is scheduled for publication on
November 15, national magazine editors want the book review to
appear in the November issue of the magazine.

But mainstream national magazines plan about 4-5 months ahead of
time. So if you send the review copy and press release in
November, you’re too late.

Source: PW Daily, 3/29/2016.

—————————————————————–

***The advantages of striving for excellence in all you do***

To leave a legacy of excellence, strive to be your best every
day. As you strive for excellence you inspire excellence in
others. You serve as a role model for your children, your friends
and your colleagues.

One person in pursuit of excellence raises the energy, standards
and behaviors of everyone around them. Your life is your greatest
legacy and since you only have one life to live, give all you
can.

Source: Jon Gordon’s Weekly Newsletter, 3/28/16.

—————————————————————–

***5 ideas for e-mail content***

1. Repurpose what you already have: Turn content from your latest
webinar or white paper into an e-mail.
2. Share a case study that features an awesome client
successfully (and happily!) using your product or service.
3. Do a Q&A interview with an employee or thought leader from
your organization.
4. Co-market with partners. Share their content with your
audience, and have them share your content with their audience in
exchange.
5. People respond extremely well to numbered lists, so compile a
“Top 10” list of helpful tips or product recommendations.

Source: Emma Email Marketing, 3/30/2016.

—————————————————————–

***One way to defeat Writer’s Block***

Intimidated by the thought of writing a long video sales letter
or white paper? Then shrink the task. Mark Twain said, “The
secret of getting ahead is getting started. The secret of getting
started is breaking your complex overwhelming tasks into small
manageable tasks, and then starting on the first one.”

Instead of trying to draft an entire presentation or post or
manifesto, break the work into smaller chunks. Write the
headlines. Insert your bio. Drop in the page numbers. Start with
the easy stuff, like the offer or testimonials, first.

Source: Ragan’s PR Daily, 3/30/2016.

—————————————————————–

***Why 94% of what you think holds you back***

Brian Tracy says that average person talks to himself in a
negative way: As much as 94% of your inner dialogue tends to be
about the things you fear, your worries, the people you’re angry
at, your problems, your concerns and so on.

Solution: You have to consciously keep your words, your inner
dialogue, consistent with what you wish to accomplish.

How to do it: Psychologists have proven that the words, “I can do
it,” are the antidote to the fear of failure that often holds you
back from trying. Repeat these words over and over to yourself
whenever you feel fearful or doubtful about anything that you
want to attempt.

“Say very enthusiastically to yourself, ‘I can do it, I can do
it, I can do it!'” advises Tracy. When you start saying, “I can
do it, I can do it,” you drive that message deep into your
subconscious mind. This message lowers your fears and builds your
self-confidence.

Source: Brian Tracy’s Success Newsletter, 3/31/2016.

—————————————————————–

***Book of the month***

I highly recommend master copywriter Peter Schaible’s book “The
Secret Weapon of a Master Online Copywriter.” It suggests using
the psychology of Carl Jung to position your brand for success
online. Just 68 pages, this book is like a gem — small but
valuable:

http://amzn.to/290Z6f4

—————————————————————–

***Quotation of the month***

“Crabby honesty is more helpful to people than platitudes that do
not seem to acknowledge the horrible circumstances in the
spectrum of human existence.”
–Chris Donnelly

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

6/2/2016

5 tips for writing better web pages

Filed under: Newsletter Archive — site admin @ 11:00 am

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

June 2, 2016

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***Buying Facebook and Twitter fans? Don’t!***

“Don’t pay for Facebook likes or Twitter followers,” advises
Christie Ebanks of True Blue Communications. “Buying likes and
followers spikes your numbers, but it doesn’t increase business.”

In addition, buying fans actually weakens your credibility.
“Going from 500 fans to 50,000 in a few days may look suspicious
to your serious customers and stop their interacting with you,”
she warns. “Social media is building relationships. If you do
that, likes and follows will come.”

Source: PR Daily News Feed, 3/21/16.

—————————————————————–

***E-mail: still online marketing’s killer app***

A few years ago, it was widely speculated that e-mail would die
out because teens didn’t use it — but that’s not happening.
Teens are active e-mail users, and not just because their parents
set up their accounts for them.

Today e-mail remains the preferred communication channel for
communicating with brands and companies. All age groups see
e-mail as a part of everyday life. Nearly 68% of teens and 73% of
Millennials surveyed by Adestra said they prefer to receive
communications from businesses via e-mail.

Plus, 7 out of 10 marketers surveyed by Litmus believe e-mail
will still exist 10 years from now. Employees check their e-mail
an average of 9 times an hour during the work day. In 2015, over
205 billion e-mails were sent daily.

Source: 2016 Adestra Consumer Adoption & Usage Study;
Today@TargetMarketing, 5/4/2016.

—————————————————————–

***Avoid this flub when writing white papers***

Every white paper writer must avoid the #1 problem with white
papers: Too much selling. The solution is simple: Stop writing
sales pitches and calling them white papers.

Survey after survey points out that no white paper reader wants a
sales pitch. Business people want useful information to help them
understand an issue, solve a problem, or make a decision.
Unless you give those readers what they’re looking for, your
white paper will sink like a stone.

Source: Gordon Graham e-newsletter, 3/23/16.

—————————————————————–

***Why you MUST have a “back end”***

Most of the world’s most successful information marketers all
have one thing in common: They draw people in with an initial
low-priced offer (the “front end” offer). Then they sell more
products and more expensive products to their existing customers
(that’s their “backend offers”).

Why? “Simply put, it’s a lot easier to sell something else to an
existing customer than it is to find and persuade a new customer
to buy something,” says MaryEllen Tribby. “And that means you
should create a myriad of related offers to sell to your customer
base.”

Source: The CEO’s Edge, 3/23/2016.

—————————————————————–

***How to determine whether a client is a good fit for you***

Writer Andy Andrews says his #1 rule for deciding whether to work
with a client is that they have to be somebody he can connect
with and like.

“Life is too short to spend time with people you don’t like,”
says Andrews. “For a consulting relationship to be worth it, I
really need to connect with the leaders and their cause on a
deeper level. If it doesn’t excite me … I pass.”

Source: Andy Andrews blog, 3/24/2016.

—————————————————————–

***Making presentations that engage busy executives***

The key to giving presentations to audiences who are busy and
want quick solutions is to stay on topic. If you were invited to
give an update about something specific, do that before
covering anything else. They invited you because they felt you
could supply a missing piece of information, so answer that
specific request quickly.

Source: Ivy Executives Insights, 3/23/2016.

—————————————————————–

***5 tips for writing web site product pages***

>> Set the tone around the main demographic that is being
targeted.

>> List out all features and pick which ones are different/better
than competing products.

>> Formatting is extremely important so a person can scan the
item instead of reading each word.

>> Make sure to boost engagement by saying I, You, We, throughout
the copy to make it feel more personalized.

>> Writing copy solely for search engines doesn’t work as it
doesn’t sell; optimizing for search engines while also engaging
readers is the balance that most copywriters look for.

Source: STC TechComm Today, 3/23/2016.

—————————————————————–

***Easy way to boost landing page conversion rates***

Want a call to action (CTA) that generates more clicks and
mail-in responses? Test. If you’ve been relying on “Read more,”
“Learn more,” or “Continued” to entice readers to act, do an A/B
split test.

Test a CTA that offers a benefit such as “Get It Now,” “Download
Your FREE Report,” or “See It In Action.” Also test the color of
your CTA copy or button. In one split test of red, yellow, green,
and ochre, ochre was the surprising winner.

Source: Today@TargetMarketing, 3/23/2016.

—————————————————————–

***B2B marketers must learn how to sell to millennials pronto***

A new survey by Sacunas reveals 73 percent of millennials are
involved in some aspect of purchasing decisions at their B2B
companies and at one-third of companies, a millennial (ages 20 to
35) is the sole decision maker. As a result, B2B marketers need
to understand what this shift means and begin to cater to this
demographic.

What makes millennials different? Digital channels matter most:
56 percent of millennials report search engines, vendor web
sites, and social media are the most important sources of
information when researching new products.

The data shows the younger the millennial, the stronger the
preference for digital channels. Significantly for professionals
ages 20-24, 19 percent identify social media as the most
important when researching a new tool.

On the whole, 85 percent of millennials use social channels to
research products and services for their company. Surprisingly to
me, Facebook is the preferred choice for 40 percent, the survey
shows.

Source: Business Marketing SmartBrief, 3/25/2016.

—————————————————————–

***Do you know dick?***

It’s true: To succeed, you must know D.I.C.K.:

** D = Devotion — this is most important to success; you must be
dedicated.

** I = Integrity — be honest and demand integrity from yourself
and your team/relationships; accountability is a must.

** C = Concentration — stay on tasks (whatever they are with
respect to your job function) and continue courses of action that
you can focus on.

** K = Knowledge — be intuitive; follow your gut; learn as much
as possible about the job/career and employer in order to become
valuable

Source: Randal Rymer, AIChE Engage, 5/4/2016.

—————————————————————–

***Quotation of the month***

“Good writing … involves the agony of turning profoundly difficult
thoughts into lucid form, then forcing them into the
tight-fitting uniform of language, making them visible and
clear.”
–Pat Conroy

Source: The Writer, June 2002, p. 17.

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

5/2/2016

Get expensive research for free

Filed under: Newsletter Archive — site admin @ 1:03 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

May 2, 2016

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***Get great research for pennies on the dollar***

Often a Google search finds the information I want, only to
discover that accessing the article requires me to spend hundreds
of dollars subscribing to a journal I don’t want.

White paper guru Gordon Graham has a clever workaround: Contact
the publisher or look at their site for a press release they have
issued on the publication. Often all the info you need is right
in the release. And since it IS a press release, you can use any
or all of it without permission or spending a dime.

Source: Gordon Graham, 3/9/16.

—————————————————————–

***Keeping B2B sales leads alive and well***

The age of a lead is only determined by how frequently you reach
out to them. Just because you got a lead 2 years ago doesn’t mean
it’s old, as long as you have stayed in touch. But if you have
leads that haven’t been contacted in 12 months or longer, they
need to be requalified if you want to keep them in your sales
funnel.

B2B sales leads must be nurtured over time before they can grow
into happy customers. It’s not enough to send them a message one
time and hope they’ll buy — you need to be contacting them
consistently. There are varying opinions about exactly how often
you should reach out to a prospect, but the key is making sure
you are providing leads with compelling content over the long
haul.

Source: YesData 3/10/16.

—————————————————————–

***Advice from superstar copywriter Carline Anglade-Cole***

Before you write one single word, know what the heck you’re
talking about, says top copywriter Carline Anglade-Cole. Do your
research. Spend time getting into the mind of your prospect.

“My clients usually send me a copywriter research kit,” explains
Carline. “In addition — you’ve got to do as much research as you
can to really KNOW the product. You’ve got to convince yourself
this is the best product ever and everyone needs to have it.

If at all possible, use the product: “I always request samples
and take/use whatever I’m working on. I want to see and feel a
difference the product makes on ME. In other words, I’m
convincing myself before I try to sell anybody else! Many times,
I’m so certain the product works, I write my own testimonial for
the package!”

She adds: “If you’re working on a product and don’t believe its
value — do yourself a favor and turn down the job. The odds of
failure are great — and why do you want to sell a crappy product
anyway?”

Source: Copy Star, 3/15/16.

—————————————————————–

***Make your web site mobile-friendly***

Given that global mobile data traffic grew 74% last year, it’s
time to make your web site more mobile friendly. But how?

Well, if you have a lot of images on your website, look at the
size of those images. Unless you are a fine art photographer, you
don’t need your images to be uploaded at full resolution and
size. Resize and optimize images as needed.

And if you have videos on your server, consider hosting them on
outside services such as Amazon Web Services instead to put the
load time on Amazon’s cloud instead of your server.

Source: Mobile Marketing e-book, Pinpointe; Marketing Dive
3/14/16.

—————————————————————–

***Avoid this flub when designing your web site***

“The days of the ‘brochure website’ have already disappeared and
businesses need to have an integrated, congruent ‘internet
presence’; a portal for prospective clients and customers to
contact them through,” says subscriber David Winch.

David adds: “I firmly believe that, in pursuit of focus on the
single clear purpose of a web page, graphics is important but not
for its ‘prettiness’, rather for its role in making things easy
and simple for readers, viewers and listeners to pay attention to
and absorb the copy, and to take the action called for.”

As you would suspect, I could not agree more.

—————————————————————–

***Book of the month***

I have never been disappointed when attending a talk or reading a
book by Brian Tracy, and “The Power of Self-Confidence” is no
exception.

I especially benefited from this book because I have never been a
self-confident person. It tells why self-confidence is so
important (admittedly fairly obvious) and much more important how
to build your self-confidence — the real “meat” of the book. If
you ever have self-doubt, read it.

http://amzn.to/21qfyLS

—————————————————————–

***Quotation of the month***

“A book that instructs in some profitable field is a priceless
treasure. It stands patient and mute until you command it to
teach. And if the bookseller offers it, and you fail to assume
ownership, who will be the poorer, you or he?”
–Jerry Buchanan, Towers Club Newsletter #39.

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from people we know and trust. For doing so, we receive a commission.

—————————————————————–

4/4/2016

How to network on LinkedIn

Filed under: Newsletter Archive — site admin @ 1:07 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

April 4, 2016

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***Leave your company name off your DM envelope!***

Don’t feature your corporate name and address if it doesn’t mean
anything to the reader, advises copywriter Ivan Levison.

“For example, there’s a good chance that the words ‘Quicken’ or
‘QuickBooks’ mean more to prospects than the corporate name
‘Intuit,’ says Ivan. “That’s why you should put your corporate
name, return address, and logo on the back of the envelope;
recognizable product names on the front.”

He says that the only time postal regulations require you to
include identification on the envelope is when you’re mailing at
the low rates available to fund raisers.

Source: The Levinson Letter, 3/2/16.

—————————————————————–

***An easy way to clean your e-list***

The most effective way to keep your list clean and generate sales
from it is to actually send e-mails to people on it. Many
business owners and salespeople get caught up trying to use
software tools or database tricks to keep their email lists
accurate even though they don’t send to it nearly as much as they
should.

Every time you send to your e-mail list, it cleans itself by
telling you which messages bounce — but the onus is still on you
to remove the dirt by deleting and/or updating inaccurate email
addresses.

Source: YesData Blog, 3/8/16.

—————————————————————–

***The 5 most important direct mail metrics***

>> CPM or Cost per Thousand Pieces Mailed — basically your
mailing costs.
>> Response Rate — percentage of responses.
>> Conversion Rate — percentage of responses that converted into
customers.
>> Gross Profit per Order — how much you will make on each order.
>> Repeat Gross Profit per Customer — how much you will make over
the lifetime of the customer relationship.

Source: The Direct Response Coach, 3/8/16.

—————————————————————–

***Networking on LinkedIn groups***

Identify and get involved in the LinkedIn groups your potential
customers are using. Share your industry insights by linking to
your company’s most relevant blog posts.

Answer questions by referencing your helpful content pieces like
e-books and how-to guides. Ask questions around the pain points
that your prospects are likely to be experiencing. Monitor these
discussions and make the most of opportunities to respond to
display your expertise.

Source: B2B Marketing e-newsletter, 3/9/16.

—————————————————————–

***Writers: readers love lists!***

Don’t be afraid of lists. It’s easy to mock the listicle, but the
plain fact is that they work well both online and in print.

Reason: People like lists; it tells them that the article has a
defined structure and should therefore be easy to read and
digest.

The advantage for writers is that list articles are quick and
easy to write. Also, marketing information products, the lists
allow the copywriter to write intriguing bullets; e.g., “5 ways
to manage large UNIX data centers.”

These bullets work because (a) the reader’s eye is attracted to
numerals and (b) the reader become curious as to what the 5 ways
might be.

Source: ClickZ, 3/25/2016.

—————————————————————–

***My latest and best interview: copywriting success secrets***

Michael Senoff recently interviewed me about how to write great
copy and succeed as a freelance copywriter. You can listen free
here:

http://www.hardtofindseminars.com/Bob_Bly_Interview.htm

—————————————————————–

***Are you missing out on profitable referrals?***

If so, you shouldn’t be. Why? Because referred customers are just
better customers: They have 20% higher Average Order Values
(AOV), 25% higher Lifetime Values (LTV), and are overall 25% more
profitable than customers from any other channel. An article in
eMarketer notes: “If you’re not running a referral program in
2016, you’re falling behind your competition.”

Source: eMarketer, 2/2/16.

—————————————————————–

***Is branding a low priority in B2B marketing today?***

A 2016 survey of B2B marketers shows that their top 3 priorities
are increasing revenues, lead generation, and boosting sales.
Fifteen years ago, it would have been branding. What goes around
comes around, I guess — and marketers are finally coming to their
senses.

Source: FierceCMO, 3/2/16.

—————————————————————–

***Book of the month***

Can business turn hunger and poverty into sufficiency, war into
peace, and catastrophic climate change into planetary balance and
still make a good profit? “Absolutely,” says my friend Shel
Horowitz, an experienced marketer and prolific author.

“Social transformation combines vision, practice, and profit,” he
says. And I’m proud to endorse his new book, “Guerrilla Marketing
to Heal the World.” Click here for details or to order:

http://shelhorowitz.com/go/GMHW/

—————————————————————–

***Quotation of the month***

“Your very natural and understandable fear of making decisions
and moving forward is probably the main sticking point in your
lack of progress in life and business.”
–John Carlton, top copywriter

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

3/3/2016

The money’s in the list

Filed under: Newsletter Archive — site admin @ 11:20 am

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

March 3, 2016

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***Writers: this may interest you***

A few weeks ago Josh Margulies interviewed me for his podcast
about the writer’s life in general and freelance copywriting in
particular. It runs about 15 minutes and you can listen to it for
free here:

http://www.bly.com/fasttrackfreelancer

Source: B2B Marketing Training Updates, 12/18/15.

—————————————————————–

***The key to Internet marketing success is the list***

“Concentrating on growing my list and communicating with my list
regularly was my first big breakthrough,” says Terry Dean. “That
is what propelled me from failure to success online.”

His advice? “Build a list. Communicate with the list. Make
offers.”

Among Terry’s traffic-generating methods: blogging, YouTube
videos, solo ads, Facebook ads, and SEO.

Many other top Internet marketers tell me repeatedly: “The
money’s in the list.”

Source: Terry Dean e-newsletter, 1/19/16.

—————————————————————–

***Leadership secrets of the world’s most successful CEOs***

New World Books has just released a Kindle version of my
hardcover book “Leadership Secrets of the World’s Most Successful
CEOs: 100 Top Executives Reveal the Management Strategies That
Made Their Companies Great,” coauthored with PR master Eric
Yaverbaum:

http://www.bly.com/LeadershipSecrets

—————————————————————–

***Must you have a web site?***

According to a survey from Clutch, 46% of small businesses do not
have a web site. The two most common reasons given are
irrelevancy to their business and cost.

—————————————————————–

***Test your landing page IQ****

Ace copywriter Josh Manheimer recommends frequenting this site:
www.whichtestwon.com. It consistently publishes useful ideas and
tips about improving landing page conversion rates. The most
interesting feature is that they show two landing pages side by
side, and you guess which one is the winner. Doing so can quickly
humble you. And the lesson is you don’t know which landing page
will be the winner until you test. Your subjective opinion — what
you like — doesn’t count for squat.

—————————————————————–

***A tip for avoiding spam filters***

Avoid sending e-mail marketing messages to web-based e-mail
addresses like Gmail, Yahoo, AOL, and Hotmail. Reason: Many of
these e-mail providers have spam filters set up to reject mass
e-mails. Solution: Create a filter on your lead sign-up forms
that does not allow sign-ups from people using web-based e-mail
domains.

Source: YesData white paper, “The 12 Biggest Email Marketing
Mistakes.”

—————————————————————–

***How to make your e-mails easier to read on mobile devices***

1–Use 14-point font size or bigger.
2–Keep your message under 800 pixels wide.
3–Don’t put links too close together or else it’s easy for the
reader to click the wrong link.

Source: PR Daily Extra, 2/25/16.

—————————————————————–

***Book of the month***

As far as I can tell, cartoonist and marketing guru Stu Heinecke
invented “contact marketing,” even though he denies it. In
regular marketing, we target a group of prospects; e.g., software
marketers, with a mass mail, ad, or other campaign.

In contact marketing, you target one individual prospect — e.g.,
Joe Blow, Marketing Director, XYZ Software — for purposes of
getting a meeting with him. How to do contact marketing is fully
explained in Heinecke’s new book, “How to Get a Meeting With
Anyone: The Untapped Selling Power of Contact Marketing,”
published by BenBella Books.

—————————————————————–

***Quotation of the month***

“In challenging times, it’s easy for us to think and believe it’s
not going to work out. But it’s almost always not true — it’s
just our faulty and biased perceptions. Never give up. Learn
the best strategies and do the work — even when it feels hard.
As you know, success will come, even if you’re not expecting
it. Most people give up way too early.”
–Jeff Neil, New Career Breakthrough!

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

2/1/2016

Making social media manageable; best length for online video

Filed under: Newsletter Archive — site admin @ 2:05 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

February 1, 2016

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***My 87th and 88th books are out!***

Talia Jevan has just published my 87th book, “Winning in
Commercial Real Estate,” coauthored with wealthy technology and
real estate investor Harmel Rayat — whose commercial real estate
holdings are worth almost $150 million. The book is now available
on Amazon:

http://www.bly/com/WWCRE

Also this month, Motivational Press has released my 88th book,
“Marketing Dictionary for the 21st Century,” a glossary of
today’s most important marketing terms and concepts — also
available on Amazon:

http://www.bly/com/MktgDictionary
—————————————————————–

***The secret to making social media manageable***

There are a lot of great social media tools out there, but a huge
part of the inefficiencies associated with social media marketing
involves trying to use too many at once. Many companies use a
publishing tool, a campaign tool, an analytics tool, and a
listening tool, but for most, this is overkill and a waste of
precious time.

Solution: Pick one good tool that fits your specific needs
instead of four that provide only pieces of the solution you
seek, and you’ll save a lot of effort.

Source: Today@Targetmarketing, 1/4/16.

—————————————————————–

***The death of e-mail marketing is greatly exaggerated***

Social and new media gurus love to tell us that e-mail is dead.
But the facts say otherwise. Experian reports that e-mail volume
rose 24.8% in Q3 2015 year over year. Plus, 37% of brands have
significant increase in transaction rates and revenue per e-mail.
Open rates were at 17.5% in 2015, up from 16.7% a year ago. Yes,
e-mail marketing, not social media, is still the killer app on
the web.

Source: FierceCMO, 12/23/15.

—————————————————————–

***How long should your online videos be?***

We read all the time how online videos must be short — just a
minute or two.

But video analytics firm Tubular Labs analyzed 24,000 YouTube and
Facebook videos with more than 10,000 engagements each. Their
findings: the average YouTube video was more than 14 minutes. On
Facebook, it was just 81 seconds. Keep in mind though that
YouTube is a platform dedicated to video, while Facebook is not.
BTW, Orchestrate reports that 86% of online marketers use video,
and that video will account for 69% of Internet traffic by next
year.

Source: IAB SmartBrief, 12/15/15 & BMA SmartBrief, 12/28/15.

—————————————————————–

***How to look at meta tags***

Meta tags — yours and your competitors’ — are key to effective
search engine optimization. Yet the majority of marketers I meet
don’t know what their meta tags are or even how to look at a web
site’s meta tags.

It’s so easy. Open the web page in your browser on a Windows
computer. Right click with your mouse anywhere on the page. From
the boxed menu that pops up, select “View source” or “View Page
Source.” A new page will open showing the HTML code for the web
page in question.

Near the top of the page code, look for bracketed text labeled
“title” and “description.” Read the words between the brackets.
These are the title and description meta tags. Google relies
heavily on title tags for ranking pages in its search engine.
When someone finds your site or page on the Google Search Engine
Results Page (SERP), the descriptive copy displayed on the SERP
is your description meta tag, which you control.

Source: Today@TargetMarketing, 12/16/15

—————————————————————–

***The world’s most effective SEO tactic***

The most effective way to improve your Google ranking is to get
links to all of the pages of your web site from other
high-quality sites, especially those that are important in your
market. According to a survey of 150 SEO experts, these inbound
links are an 8 out of 10 on the scale of importance for ranking
in Google.

Source: Jonathan Leger, “Geek-Free SEO” e-book.

—————————————————————–

***More reasons not to market to millennials***

The median income of millennials in New York state (I live here
in NJ near the NY border) is a modest $25,000. That being the
case, Madison Avenue’s obsession to marketing to these kids is
beyond me. By comparison, Americans age 45 to 64 have a median
household income of almost $60,000 — and far greater net worth.

Source: Gotham Writer Newsletter, 1/5/16; Pew Research.

—————————————————————–

***The next generation isn’t millennials — it’s Z!***

Millennials are yesterday’s news! The new kids on the block are
“Generation Z” — the age group born between 1993 and 2012!

According to marketing firm Koupon, Gen Z is technology obsessed,
highly visual, and the first generation to live their entire
lives in a digital world full of mobile phones, social networks,
and ultra-fast information sharing.

Almost 100% of Gen Z’ers are connected to tech for at least an
hour a day, multitasking across an average of five different
screens throughout the course of their day — almost half are
connected for 10 hours or more daily.

Source: Getting Ahead of Generation Z, Koupon white paper.

—————————————————————–

***Really, really bad marketing jokes***

Q: Why should you always sit next to social media marketers at
dinner?
A: Because they share.

Q: What is a pirate’s favorite PPC metric?
A: CT-Rrrrrrrrr.

Q: What do you call the number of times an e-mail marketing
expert can jump on a trampoline?
A: Bounce rate.

Q: Where does a keyword expert go to drink?
A: A bar, pub, tavern, drinks, inn, venue, restaurant, liquor
store…

Q: Which kind of marketers are the happiest?
A: Content marketers.

Source: B2B Marketing Training Updates, 12/18/15.

—————————————————————–

***Quotations of the month***

“I believe people should aim to become wealthy — not for the sake
of accumulating things, but for the sake of being comfortable and
secure enough to reduce stress and anxiety about money.”
–Mark Ford

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

1/5/2016

Focusing your marketing on millennials? Big mistake!

Filed under: Newsletter Archive — site admin @ 11:39 am

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

January 1, 2016

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***Focusing your marketing on millennials? Big mistake!***

The obsession with marketing to millenials is idiotic. We boomers
are who you should be selling to. Reason: As. HubSpot notes,
millenials have no where near the buying power of baby boomers:
70% of the disposable income in the U.S. is controlled by
boomers, and we own 80% of all the money in savings and loan
associations. Half the U.S. market will be over age 50 by 2017.
On top of that, we boomers will inherit $15 trillion in the next
20 years. HubSpot concludes: “You’d have to be an idiot to turn
your back on this humongous market.”

Source: Chief Marketer, 12/18/15.

—————————————————————–

***The most important question you can ask your prospect***

According to a white paper by CEB, perhaps the most important
question you can ask in sales is: “What do our customers fail to
fully understand about their business, but should, and that leads
uniquely back to our company?”

I have always put it this way: “What is the biggest problem the
customer has that is keeping him up nights that our product or
service can solve?”

Source: CEB Inc. white paper, “The Challenger Customer”

—————————————————————–

***The world’s most effective SEO tactic***

The most effective way to improve your Google ranking is to get
links to all of the pages of your web site from other
high-quality sites, especially those that are important in your
market. According to a survey of 150 SEO experts, these inbound
links are an 8 out of 10 on the scale of importance for ranking
in Google.

Source: Jonathan Leger, “Geek-Free SEO.”

—————————————————————–

***Proven 6-step formula gets people to buy***

I love this copywriting formula, which though brief, says it all:

1–Find a hungry buying audience.

2–Call out a desperate problem.

3–Make a unique promise.

4–Back up your promise with overwhelming proof.

5–Make them an irresistible offer.

6–Give them a good reason to take action now.

Source: Terry Dean e-newsletter, 11/19/15.

—————————————————————–

***Best day of the week for e-mail marketing***

Overwhelmingly, a high number of experts believe that there is no
‘right day’ to send an email campaign because there are just too
many factors that play into the correct timing of sending one
out. Think about it… your company, your industry, and your
audience all have unique demands and needs. Pinpointing those
needs on the right day can be tricky, so we recommend you test to
see what works the best with your audience.

Source: Pinpointe white paper, “Best and Worst Time to Send Email
Campaigns.”

—————————————————————–

***Just published: my 86th book***

Adams Media has just published my 86th book. “The Big Book of
Words You Should Know to Sound Smart,” which is now available on
Amazon for 21% off the cover price. If you enjoy words and
expanding your vocabulary, I think you’ll like this one:

http://www.bly.com/BigBookOfWords

—————————————————————–

***Build your opt-in e-list***

Expand e-newsletter coverage into more channels. The more places
marketers inhabit, the more consumers they will meet. Integrating
YouTube videos of customers or employees discussing a particular
subject, blog posts, and sharing pictures of events your business
has participated in can pique reader interest and humanize the
brand, says an article in Target Marketing.

Source: Today@TarketMarketing, 11/30/15

—————————————————————–

***Social media marketing exploding***

According to a new eMarketer report, Facebook and Twitter will
remain the top social networks used by U.S. companies in 2016.
And next year, 48.8% of marketers are expected to use Instagram,
up from 18.4% in 2014. Of the marketing professionals surveyed in
October 2015 by the research company Ascend2, only 2% planned to
decrease social budgets in the future, while 67% planned
increases.

In my opinion, the enthusiasm for social media is largely
misplaced. A few things do work. These include LinkedIn for
networking and Facebook ads and boosted posts for driving traffic
to squeeze pages and landing pages.

Source: eMarketer Daily, 12/2/15.

—————————————————————–

***Quotations of the month***

“The fact is life is great and horrible at the same time. Someone
else is always worse off and things could always be better.
Happiness is really a matter of what you are focused on.”
–Bond Halbert

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

12/3/2015

Better FAQ pages; 3 ways to get paid what you’re worth

Filed under: Newsletter Archive — site admin @ 2:01 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

December 3, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***Boomers not addicted to smart phones***

Boomers simply do not use smartphones as often as younger people
do. Looking specifically at iPhone users, Kantar Media found this
year that older users check the device much less often than
younger users. For many millennials, a day without their
smartphone would be an ordeal. Fewer boomers feel that way.

Source: emarketer.com, 11/2/15.

—————————————————————–

***How many questions should be on your FAQ page?***

If all your FAQs are on one web page, about five or six is a good
number to deal with. If you add too many more it can start to get
dense and boring.

However, there is a good alternative. You can simply list twenty
questions or so as links that can be clicked on. Each click takes
the prospect to a unique answer page. It’s a great way to handle
a lot of FAQs!

Source: The Levison Letter, 11/4/15.

—————————————————————–

***Wanted: Experienced direct response copywriters with
successful controls***

A top ad agency is looking for copywriters who understand the
difference between words that sell and words on a page. Expertise
in health supplement sales a must.

“We are one of the busiest direct response firms in America. The
work we can offer you is consistent. The writers we select are
rarely left without a job on their desk. But we don’t accept just
anybody,” says the owner. “We are looking for the best of the
best… proven copywriters with published promotions only.”

The agency asks that candidates please send samples of their best
work in direct mail, magalogs, envelope packages, print
(newspaper/magazine/inserts) or web and email promotions.
Financial, TV, radio and telemarketing scripts a plus.

100% confidential. Looking for complete PDF documents or
web-links only. Word documents and unpublished works will be
discarded. Reply to: rwbly@bly.com

—————————————————————–

***Make your writing more reader-focused***

One of the most important things you can do to improve the
effectiveness of your copy and content, according to ace marketer
MaryEllen Tribby, is to make it less focused on you — and more
focused on the reader. Example:

>> Author-oriented writing: “I’m going to tell you about how I
lost weight.”

>> Reader-oriented writing: “You’re going to discover a
weight-loss trick that’s worked for me — and it will work for
you, too.”

As my mentor, the late Sig Rosenblum, said: “The reader doesn’t
care about you. She cares about herself — her wants, need,
problems, concerns, worries, and desires.”

Source: MaryEllen Tribby, Working Moms Only, 10/19/15.

—————————————————————–

***Million-dollar PR advice***

Ace marketer Graham McGregor has just published a new 64-page
e-book, “Million Dollar PR Advice: 12 Proven Strategies to Get
Profitable, Positive Publicity for Your Business.” In it, you
will discover:

** How to become a thought leader — page 44.
** The 4 R’s for successful publicity — page 51.
** Gain visibility and sales with press releases — page 19.
** Harness the power of storytelling in your PR — page 10.
** And more.

To get your free copy of this very practical and useful PR guide,
click here now:

http://www.bly.com/MillionDollarPRAdvice

—————————————————————–

***3 steps to getting paid what you are worth***

1–Tap into an already hungry audience looking for an answer to a
desperate problem they are willing to pay to solve.

2–Deliver the end results your customers are looking for, and it
should preferably be a greater value than available from others.

3–Share contrarian content, testimonials, and case studies that
brand you as an authority in your field.

Source: Terry Dean, Internet Lifestyle Mentor, 10/20/15.

—————————————————————–

***Spice up your content with contests***

“The desire to compete seems to be part of our DNA,” says Peter
Daisyme, co-founder of Hostt. “Dream up some type of challenge or
contest where people compete against each other for a prize —
they will like it. I’ve used apps like Challenged or the contest
generator on Facebook to add a social cause component, as well as
link participants to celebrities, companies or their friends to
deepen the engagement. What you create needs to be clear, within
reach and reflect what your audience likes.”

Source: STC TechComm Today, 10/21/15.

—————————————————————–

***Improve your infographics***

–Use a grid to keep the design aligned. This makes everyone’s
eyes happy.
–Keep colors to a minimum. No one wants to read the rainbow.
–Use one or two typefaces. There’s beauty in restraint.
–Use textures cautiously. They can make text difficult to read.
–Don’t use text when you can explain a concept visually.

Source: PR Daily News Feed, 11/4/15.

—————————————————————–

***Blog posts are getting longer and more frequent***

According to Copyblogger, approximately 23% of bloggers post 2 to
6 times per week. As for length, 57% of bloggers write posts that
average 500 to 1,000 words. When I am asked to write blog posts,
the client usually specifies a length of 500 to 700 words.

Source: Copyblogger, 11/4/15.

—————————————————————–

***Use the word “video” in your e-mail subject line***

If your e-mail hyperlinks to a web page with a video on it, use
the word “video” in the e-mail subject line. According to
MarketingTechBlog, doing so boosts open rates by 19% and
click-through rates by 65%. Also, putting a video on a product
page can help increase conversion, as 64% of consumers are more
likely to purchase after watching a video about the product.

Source: Ragan’s PR Daily, 11/5/15.

—————————————————————–

***Quick fitness tips for deskbound PC users***

Sitting at your PC for hours on end is not healthy. But you’re
too busy to take long fitness breaks during your day. So what
should you do?

>> Stand. Get out of your ergonomic chair often, at least every
hour. You’ll feel less tired and your brain will work better.
Work standing up for 5 to 10 minutes (while reading a draft, for
example). You’ll burn 25 percent more calories than sitting down.
>> Pace. If you can pace while you talk on the phone or
brainstorm, you’ll burn almost 4 times as many calories as you
will sitting.

Source: ASJA, The Word, 11/4/15.

—————————————————————–

***Don’t let your LinkedIn invites accumulate***

When you get a LinkedIn invitation, accept it immediately. Do NOT
allow a backlog of invitations to pile up. If you have too many
unaccepted invites — more than a thousand — glitches in LinkedIn
will make it difficult to accept all of them.

Generally, it’s a bad idea to let too many of anything pile up in
any online receptacle. For instance, if you let e-mails build up
to multiple thousands in your Outlook Trash, it can block you
from getting new e-mails and disable the one-button “Empty Trash”
capability, forcing you to empty them manually.

—————————————————————–

***Yikes! Yet another social network!***

Social networks — Meerkat, Blab, Periscope — are springing up at
a sickening rate. Now there’s yet another one: Snapchat is a
social media network/app where users can take “Snaps” — photos,
video, text, drawings — and send them to a list. The Snaps can
be viewed for a few seconds before they are deleted from
Snapchat’s servers. Billions of videos and photos are sent on
Snapchat daily. Honestly, I don’t see the value in all this crap.
But I thought you should know about it.

—————————————————————–

***Just published: my 85th book***

Entrepreneur Press has just published my 85th book, “The
Marketing Plan Handbook: Second Edition,” now available on Amazon
for 27% off the cover price. If you’ve ever wanted to my advice
on how to plan winning marketing campaigns, this is it:

http://www.bly.com/MktgPlanHb

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

11/2/2015

Kurt Vonnegut on writing

Filed under: Newsletter Archive — site admin @ 1:43 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

November 2, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***When you write, be yourself***

Kurt Vonnegut once said, “I find that I trust my own writing
most, and others seem to trust it most, too, when I sound most
like a person from Indianapolis, which is what I am. What
alternatives do I have? The one most vehemently recommended by
teachers has no doubt been pressed on you, as well: to write like
cultivated Englishmen of a century or more ago.”

Source: ASJA Weekly, 10/2/15.

—————————————————————–

***2016 Bob Bly calendar now available***

The 2016 Bob Bly desk calendar of “More Words You Should
Know to Sound Smart” is now available on Amazon. Get it before
January 1 — and add one new word to your vocabulary every day of
the year. For more information or to order for 16% off list price,
click here now:

http://www.bly.com/2016Calendar

—————————————————————–

***Send your buyers an “access” e-mail***

According to marketing automation expert Teddy Garcia, when a
customer makes a purchase, they should immediately get an access
e-mail. This e-mail provides access and login information for any
password-protected member areas or other information and
documents your customer may need to access related to their
purchase.

You should also include the contact information for any team
members that they will be working with along with your support
desk information. If it’s a physical product, this e-mail should
contain delivery information and tracking numbers.

Source: MaryEllen Tribby e-mail, 10/1/15.

—————————————————————–

***A tip for getting more followers on Twitter***

Engage your audience and ask them questions. When someone feels
as though their opinion matters, they feel like they are now of
value to you, which they definitely are! Building a strong
relationship with followers is important when trying to relay
your company’s information.

If you can get them to enjoy talking to you and like what you
have to say, then the retweets will start. When you have
followers essentially recommending you to their group of
followers, that’s when you can get some real attraction.

Source: Today@TargetMarketing, 10/8/15

—————————————————————–

***How to make cold calling work***

“So what if you’re a national sales rep trying to make
connections in an area that you don’t have a local presence or
any mutual contacts? In this case, I need you to show me you
understand my business and what I do,” says Danielle Downing.
“Share relevant articles with me, trends in my industry,
resources, or send me a complimentary subscription to a
publication. There are several ways to show me you truly want to
help my business as well as my own professional development.”

Source: Today@TarketMarketing, 10/9/15

—————————————————————–

***How to write it right***

Here is best-selling author and Internet marketing guru MaryEllen
Tribby’s formula for writing better and faster:

W — WEIGH your idea options.
R — REACH a formatting decision.
I — INTRODUCE supporting points.
T — TELL the relevant details.
E — END by polishing document.

Source: MaryEllen Tribby, 10/13/15

—————————————————————–

***How to create high-priced info products***

Because so many info marketers gravitate toward selling e-books,
their price points are modest. If you are not adding high-priced
products to your mix, you are leaving money on the table.

The solution: create and offer info products you can charge a
higher price for. According to Terry Dean, these include:

1–One-on-one coaching or consulting. Example:
http://www.bly.com/newsite/Pages/consultation.php

2–Group coaching. Example:
http://bly.com/copycoaching

3–Live events/training/seminars. Examples:

http://www.bly.com/newsite/Pages/seminars.php

4–Mastermind groups.

5–Done-for-you services. Example:

http://www.bly.com/newsite/Pages/social-media.php

6–Product bundles. Example:

http://www.writingsuccesskit.com

7–Licensing:

http://www.fredandboblicenses.com

To this list I would add:

8–Membership sites. Example:

http://www.infoproductcentral.com

9–Software. Example:

http://www.bobsbestcart.com

Source: Terry Dean blog, 10/12/15

—————————————————————–

***In SEO, some things are still the same***

On-page SEO tactics have been much-maligned and denigrated in
recent years; however, best practice still puts Titles and
Descriptions high on the list of simple must-dos. Reason: As
Google continues to wage war against duplicate content, unique
content becomes more important, and the Title and Description are
a clear signal that a page is unique.

If you do not create a unique Title and Description for every
page, you are courting disaster. Screen for duplicate content and
root it out before the Google Panda slaps you down.

Source: Today@TargetMarketing, 10/13/15.

—————————————————————–

***May I share my Internet marketing secrets with you–in
person?***

Fred Gleeck and I will be repeating our seminar on Internet
marketing “Information Marketing University (IMU)” — only this
time as a 6-part webinar series instead of a live weekend,
starting on 1/13/16 from 2-3pm EST. You get the same guidance on
starting and running a successful six-figure info marketing
business, only without the travel time and expense. Click below
for details, to watch video testimonials from our previous IMU,
and grab the $300 Early Bird discount:

http://www.fredandbobinfomarketinguniversity.com

—————————————————————–

***How to get really busy***

It never fails for me. I agree to speak at a conference. As soon
as I do, I get flooded with requests for work which the
conference interferes with. This is why after this year, though I
have said it many times before, I am done with live out-of-town
speaking engagements. Local talks and webinars for me from now on
only!

—————————————————————–

***Which is best–specialist or generalist?***

“Prosperity really accelerated when increasingly sophisticated
economic activity stimulated the division of labor and promoted
the specialization that enabled and encouraged entrepreneurs to
take their visions directly to the marketplace,” says Gregory Barros.

“While the generalist’s hat fits Robinson Crusoe, it’s not likely
that any one of us would ever have to don such apparel to face a
comparable set of such dire circumstances as he did unless one is
contemplating an imminent apocalypse.”

—————————————————————–

***Quotation of the month***

“You can’t control how people react, but you can control your
own boundaries, and you have every right to set them as you see fit.”
–Gail Johnson
—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

10/1/2015

Build your vocabulary daily; do people hate marketers?

Filed under: Newsletter Archive — site admin @ 12:05 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

October 1, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you think
would benefit from its contents. They will thank you. So will I.

—————————————————————–

***A one-time-only offer: have me coach you in the copywriting
business personally!***

For the first and most likely only time ever, I am going to
coach, along with marketing expert Ilise Benun, a small group of
my readers on how to make six figures as a freelance copywriter.
Click below for details; register today and save $300:

http://bly.com/copycoaching

—————————————————————–

***When something is free, say “free”***

“I had a vendor plead with me to change the word ‘free’ to
‘complementary’ because free is a bad word for spam,” says
insurance marketer BH. “I wanted free and they said they really
wanted me to do complementary.

“So I said, let’s split test and if you win, we leave it as is
but if I win, then I get a free e-blast from you. They said yes,
I won, and got a free $1,300 e-blast to 60,000 people.”

BH adds: “The word free is not treated by spam filters as harshly
as it used to be. The real question is not what the spam filters
thought but is less people receiving it outweighed by the larger
open rate? In this case, it was by a long shot — fewer e-mails
reached their destination but the open and click rate made the
results almost twice as good. I did the test.”

—————————————————————–

***OMG: your B2B buyers are millennials!***

According to a study Google and Millward Brown Digital, nearly
half of B2B buying decisions are made by millennials, the oldest
of which having reached their mid-30s. They are no longer
children but mature adults!

Source: BMA SmartBrief, 9/3/15.

—————————————————————–

***Best place to put e-mail advertisements***

According to research from Silverpop, the best place to put your
e-mail advertising messages might be in your transactional
e-mails — namely, bill, receipts, shipping notifications, and the
like. For instance, an e-mail receipt for a camera purchase might
include a promotion for a zoom lens.

The Silverpop study found that customers open 72% of
transactional e-mails and click on 30% of them.

Source: Today@TargetMarketing

—————————————————————–

***Save $220 on our next Information Marketing University weekend
training***

Back by popular demand, Fred Gleeck and I are giving another
2-day Information Marketing University training session on
November 7 – 8, 2015 in the tristate area. You will learn how to
earn a six figure income selling information products online in
your spare time. For details … or to register today and lock in
the $220 Early Bird discount … click here now:

http://www.fredandbobinfomarketinguniversity.com

—————————————————————–

***The 13 most powerful words to use in your copy***

According to Denny Hatch, the 13 most powerful and evocative
words in the English language are: you — save — money — guarantee
— love — results — proven — safety — easy — new — health —
discovery — free.

Source: “Denny Hatch’s Ultimate 83-Point Marketing Checklist.”

—————————————————————–

***Satisfy customers by giving them a say***

Subscriber DG writes: “About 40 years ago, I took a class on
television repair. As a once laid off engineer, I wanted an
alternate way to make money.

“One evening, the instructor shared some practical advice about
making color adjustments. ‘When all done,’ he said, ‘have the
customer take a look. Rock one of the adjustments ever so
slightly, and have them tell you when it looks best.’

“By doing so, the customer now ‘owns’ the final adjustment. ‘If
you don’t do this,’ he cautioned, ‘you will get a call back
because things just don’t look right. But if you include the
customer, everyone is happy.'”

—————————————————————–

***Improve your vocabulary by one new word per day***

Adams Media has just released the 2016 edition of my desk
calendar, “More Words You Should Know to Sound Smart.” Each day
teaches you a new big word.

Based on my book “The Words You Should Know to Sound Smart,” this
compendious calendar can help you lock academic horns with the
clerisy–and be the life of every highbrow cocktail party.

By mastering this daily listing of deliciously obscure and obtuse
terms, you’ll find yourself tossing about bon mots with the best
of the portentous artistes and aesthetes–and impressing the
susurration out of the perfervid hoi polloi!

To order your calendar click here now:

http://www.bly.com/2016Calendar

—————————————————————–

***Are mobiles the next big thing for e-commerce?***

Maybe no: a study by Harris Interactive found that 56% of smart
phone owners have abandoned a mobile transaction. Reasons cited:
slow loading time, difficulty navigating the app or mobile site,
difficulty typing personal information on a small screen, and
complicated payment processes.

Source: Adweek/Social Times, 8/18/15.

—————————————————————–

***Does the public view us as scum of the Earth?***

Apparently so: A recent survey from the American Association of
Advertising Agencies found that only 4% of Americans surveyed
said advertisers and marketers practice integrity — and that’s
two percentage points behind what they think of Congress!

Source: repcapitalmedia.com

—————————————————————–

***The awful truth about social media today***

An online survey of senior marketing executives found that social
media spending will account for an astounding 23.8% of total
marketing budgets within 5 years.

That’s amazing when you consider that 85% of these marketing
executives said they cannot prove the impact quantitatively of
social media. When asked how effective they were at measuring the
success of social media strategies on a scale of 1 to 7 (1 =
terrible, 7 = great), the average score was 3.5.

Bottom line: companies are spending a fortune on social media
without being able to quantify and demonstrate ROI.

Source: Ad Age, 8/25/15.

—————————————————————–

***What influences B2B buying most?***

According to a recent IDC survey, 95% of B2B buyers say they
trust information from peers and colleagues when researching
buying decisions and 86% trust independent content, but only 14%
trust marketing. Of course, that’s what they say. It is not based
on a measure of what people actually do. In my experience, many
people who boast that they are not influenced by advertising
actually are.

Source: BMA SmartBrief, 9/1/15.

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

8/31/2015

Marketing your webinar; creating great content

Filed under: Newsletter Archive — site admin @ 12:21 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

August 31, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you
think would benefit from its contents. They will thank you. So
will I.

—————————————————————–

***The 6 things you need to successfully market your webinar***

1–Promotional e-mails — ideally 2 or 3 to your list as well as
affiliate lists.

2–Landing page — where registrants land when they click to
register for your event. Captures basic registration information
and provides brief details about the presentation.

3–Confirmation e-mail with details about the date, time, topic,
and how to join the event.

4–Reminder e-mails on the day before and the day of the event to
maximize attendance.

5–Post-webinar e-mails — one to thank people for attending the
event and providing a link to the archive, and another to those
who registered but did not attend the live event, directing them
to the event on demand.

6–A banner you can put on your home page alerting visitors to
the upcoming presentation.

Source: 10 Steps to Planning a Successful Weibnar, ON24 white
paper, pp. 6-7.

—————————————————————–

***Why free offers can sometimes backfire***

A company had a booth at a tradeshow and to increase the number
of leads they offered to have a drawing for a Porsche. It was
such an attractive offer they got 4,000 leads.

When they followed up with each lead and they announced the name
of the company, each person got so excited because they thought
it was about them winning the Porsche. But they immediately hung up
in anger because they didn’t win and weren’t interested in their
product.

To add insult to injury the “lucky winner” sued the company. The
company sent the winner a toy model of the Porsche and not a real
Porsche. The judge forced the company to actually give the winner
a Porsche because nowhere in the contest rules was a model of a
Porsche mentioned.

The lessons: (a) If the free something doesn’t further qualify
the lead it generally doesn’t work at all, (b) be honest.

Source: Dan Swanson

—————————————————————–

***Are you worried that you are pestering your prospects?***

“Why do I and so many marketers send so many e-mail messages?
Yes, it can be annoying, but it works!” says Ilise Benun.

If you’re afraid to be annoying, you won’t be an effective
marketer, Ilise contends: “You can’t have it both ways!”

Her suggestion: accept the fact that some people will be
bothered. That’s okay. Because other people won’t — and those
are the ones who will buy from you, now or later.

Source: Marketing-Mentor, 8/18/15.

—————————————————————–

***3 shortcuts to producing great content your readers will love***

1–Answer questions. Questions that come in are possible subjects
for future e-mails.

2–Swipe proven ideas. But don’t plagiarize. Come up with your own
take on the topic.

3–Recycle your content; e.g., once or twice a month we take a
couple of my e-zine articles and post them on my blog.

Source: Terry Dean, 8/13/14.

—————————————————————–

***I need your help with my next book!***

For a marketing dictionary I am writing, can you share with me
any interesting marketing terms you’ve come across? Please e-mail
me at rwbly@bly.com. And thanks!

—————————————————————–

***Which postcard size works best?”””

For most businesses and campaigns, 5.5″ X 8.5″ or 6″ X 11″
postcards perform better than 4″ X 6″ postcards. Reasons: (1)
they stand out more because of the larger size and (2) they have
more room for copy and photos.

Source: Talon Newsletter, 8/15, p. 1.

—————————————————————–

***4 biggest challenges content marketers face***

1–Not enough time to create content: 51%.

2–Producing enough content: 50%.

3–Making content engaging and effective in marketing: 42%.

4–Measuring the effectiveness of content marketing: 38%.

Source: Spiceworks

—————————————————————–

***How to price and negotiate copywriting services***

Did you get your copy of the “Copywriters Pricing Bootcamp” yet?
It’s the most extensive resource on pricing AND negotiating for
copywriters ever assembled. A few weeks ago I convinced author
Chris Marlow to slash the price in half for my readers.. and it
was such a smash hit that I’ve convinced her to do it again.

But only for a short time. If you hurry you can still get your
copy at 50 percent savings (special BONUS Sale starts now and
ends at 10 pm Pacific September 4). If there’s anything worth
investing in, it’s your ability to earn more income:

http://www.bly.com/CWPricingBootcamp

—————————————————————–

***Another take on copy length***

If you’re wondering whether you need more copy, don’t think in
terms of word count or pages, says copywriter Josh Earl.

“Look to see whether you’ve left out any important selling
points,” he advises. “And if you’ve got your bases covered, then
your copy is long enough.”

Source: Josh Earl e-mail, 8/17/15.

—————————————————————–

***The 5 worst business mistakes people make***

1–They don’t have a mentor.
2–They do not have a mission statement and core values.
3–They keep bad employees.
4–They hire too fast.
5–They do not follow through.

Source: MaryEllen Tribby, CEO Issue #19, 8/12/15.

—————————————————————–

***Quotation of the month***

“Do what you can, with what you have, where you are.”
–Sue Anderson

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

8/3/2015

5 subject lines that boost e-mail open rates

Filed under: Newsletter Archive — site admin @ 12:35 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

August 3, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you
think would benefit from its contents. They will thank you. So
will I.

—————————————————————–

***I need your help with my next book!***

For a marketing dictionary I am writing, can you share with me
any interesting marketing terms you’ve come across? Please e-mail
me at rwbly@bly.com. And thanks!

—————————————————————–

***Keyword connectivity***

Great landing pages use the same keywords from the PPC ad that
drove the clicks to them. The connection should be obvious and
the continuity reassures visitors that they’re on the right path.
Don’t send someone to a page about camping tents if your PPC ad
was about sleeping bags. And don’t send them to a generic page
and make them search for the product they were looking for.

Source: “How to Make Great Landing Pages,” WordStream.

—————————————————————–

***5 e-mail subject lines that increase open rates***

1–Benefits; e.g., “Top 10 lazy skillet meals.”

2–Questions; e.g., “Do you think you can retire at 65? Think
again!”

3–Testimonials; e.g., “More Alaskans drive on Michelins.”

4–How-to; e.g., “How to make a fortune with a foolish idea.”

5–Curiosity; e.g., “Discover the ultimate options trading
system.”

Source: Mequoda Advice, 7/10/15.

—————————————————————–
***Best image for a landing page offering free content***

According to Pardot, the best image to show on a landing page
offering a free download is a small image of the white paper or
demo being offered. This gives your visitors something tangible
to look forward to and a much more compelling reason to convert.

Source: “Double B2B Conversions,” Pardot e-book, p. 6.

—————————————————————–
***The power of online reviews***

In a survey from Dimensional Research, 90% of respondents who
recalled reading online reviews said that positive reviews
influence their buying decisions. This gives the consumer
incredible power and makes it difficult to control your
reputation online.

When you get a great review, share the success story on social
media channels. Link back to the review site so the user can see
the original review. Also, many review sites allow you to respond
to customer reviews publicly. Take advantage of this capability to
educate your prospects.

Source: www.agentreview.net

—————————————————————–
***E-mail deliverability tip for Gmail***

You can increase e-mail delivery to Gmail users by always getting
explicit opt-in to ensure a permission-based e-mail marketing
program. That means not sending e-mail marketing messages to
people whose addresses you harvested (e.g., from a directory)
but have not opted into your e-list.

Also make it easy for subscribers to opt out, such as including a
prominent unsubscribe link in your e-mails. This prevents
subscribers from damaging your reputation by marking your
e-mails as spam.

Source: “A Marketer’s Guide to E-mail Deliverability,” Fulcrum.

—————————————————————–

***Young people are swayed by advertising and prefer mobile***

A new study from StumbleUpon shows Millennials more open to
advertising than older generations as long as the ads are
relevant to them.

The study also notes that Millennials are a mobile-first
generation for whom the desktop is becoming ancillary. So it’s
important to develop content for mobile screens.

Source: Chief Marketer, 7/22/15.

—————————————————————–

***How to nurture sales leads***

A study from Pardot found that 77% of buyers want different
content at each stage of their research. With lead nurturing, you
“drip” appropriate content to prospects depending on where they
are in the sales cycle — and adjust the content based on their
responses. That way, when buyers reach out to sales reps, they’ll
already be educated.

Source: “Ten Tips for Accelerating Your Pipeline,” Pardot.

—————————————————————–

***Timing your tweets***

Twitter has introduced a new paid advertising feature called
event targeting. You can check out a schedule of upcoming events.
If an event tied in well with your marketing, you can buy
“promoted tweets.” These will be tweeted to people within a 7-day
window of when the event is scheduled to take place.

Source: Ad Age, 7/23/15.

—————————————————————–

***How often must you post fresh content?***

Content has become so important that 4 out of 10 marketers
surveyed by Visage publish original content one or more times
every day.

A third of the marketers surveyed publish new content weekly, and
15% published original content once a month.

You definitely need an employee or vendor dedicated to writing
all this new content for you — or at least curating it from other
authors in your company.

Source: Komarketingassociates.com

—————————————————————–

***Quotation of the month***

“Loving what you do is a major part of a happy life.”
–Robert A. Mullen

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

7/2/2015

Cool stuff for you — (mostly) free!

Filed under: Newsletter Archive — site admin @ 10:04 am

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

July 2, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you
think would benefit from its contents. They will thank you. So
will I.

—————————————————————–

***Why I don’t do Skype video calls***

Copywriter Gordon Graham says he hates Skype video conference
calls when interviewing subject matter experts for copywriting
projects. He gives the following reasons, same as me:

>> I want to concentrate on what they’re telling me, not a laggy
image of their face.
>> My clients get nothing from watching my head down as I type.
>> A video call is harder to record.
>> A video recording makes a gigantic file.

I do not need to look at the people I am talking with and my
clients do not need to see me. I am not George Jetson and they
are not Mr. Spacely.

—————————————————————–

***Free app calculates direct mail response rates***

“Break even” is when the sales generated by your direct mail
package equal the cost of mailing it. Obviously the goal for most
of us is to generate response rates above break-even.

Now my new mobile app calculates the percentage response your DM
package must generate to hit the break-even point. Just enter
some basic information, like the price of the product and the
cost of postage, and the app automatically displays the target
response rate!

My new mobile app is available for download free on the Apple
iTunes store:

http://www.bly.com/ROIApp

—————————————————————–

***bly.com goes mobile-friendly***

Following the announcement that Google will penalize in their
search engine rankings sites that are not mobile friendly,
countless businesses are scrambling to recode their sites to
display well on mobile devices so as to meet Google’s standard.
We were one of them, and if you view www.bly.com on your smart
phone, you will see it displays nicely, just like Google wants it
to.

Here is a free online tool Google provides that tells you whether
they consider your web site mobile friendly:

https://www.google.com/webmasters/tools/mobile-friendly/

—————————————————————–

***15 tips for profitable e-book publishing***

I earn an annual six-figure income in my spare time publishing
and selling PDF e-books online. Now my new tipographic on
Pinterest gives you 15 tips to help you do the same! Click here
now to read my e-book publishing success secrets — free:

https://www.pinterest.com/blycopywriter/book-publishing/

—————————————————————–

***For mad scientists and others who love science***

Regular readers know I am a chemical engineer and that chemistry
has been a lifelong interest and hobby. If you share my
fascination with all things chemical, click below to check out my
chemistry web site:

http://www.mychemset.com

—————————————————————–

***Read Bob’s new book now!***

If you like my weekly e-mail essays, blunt and brutal though they
may be in dispensing advice and dismantling poseurs, then check
out my latest book, “The Blunt and Brutal Truth About Business
and Life: Observations, Facts, and Rules from a Cranky
Curmudgeon.” For more information or to order, click here now:

http://www.bly.com/BlunthBrutalTruth

—————————————————————–

***Pinterest tipographics need a call to action***

Even on Pinterest where it’s a standard practice to click on
links, people need a little overt reminder to click. In fact,
pins with calls to action (CTAs) actually have an 80% increase in
engagement over pins without CTAs. So even though you have a link
in the pin itself, add a little call-to-action in the description
to the pin’s link — it could pay off big-time for you.

Source: Ginny Soskey, HubSpot, 4/28/14.

—————————————————————–

***Still time to get your 2015 Bob Bly calendar!***

Don’t lose track of your schedule because you don’t have an
up-to-date calendar! Have fun with the vocabulary-building Bob
Bly calendar “More Words You Should Know to Sound Smart!”
Click here to order now. Supplies are limited, and once they’re gone,
no more will be printed:

http://www.bly.com/2015Calendar

—————————————————————–

***Landing pages should have minimal options***

The menu on your home page should not be duplicated on your
landing pages. Reason: Offering multiple click options and
choices decreases conversion rates. The only two choices a
landing page visitor should be given are to buy or not buy.
That’s it. If they try to leave without buying, serve them a pop
under window with a free gift offer to capture their e-mail
address. Then follow up with an auto-responder e-mail series to
convert nonbuyers to buyers.

—————————————————————–

***The story of my career — in 90 minutes***

At a recent AWAI Boot Camp, I gave a 90-minute talk that pulled
back the current and showed every aspect of my career as a
freelance copywriter, book author, speaker, consultant, and info
marketer — the good, the bad, and the pitiful. If you can spare
the time, watch some or all of it here. You may find it
interesting — even helpful. Attendees paid thousands to attend the
event. Now you can watch my talk on video here free:

—————————————————————–

***A warning about color newspaper ads***

Newsprint is cheap and porous. It absorbs color. The blinding
speed at which the press runs frequently causes color
reproductions to be out of register — like 3-D movies without the
glasses. If you want your illustrations to pop, use a Free
Standing Insert (FSI) with quality paper that has a glossy
finish.

Source: Denny Hatch, Today@Targetmarketing, 5/26/15.

—————————————————————–

*** A great way to reconnect with prospects***

Don’t get back in touch with a prospect or customer by emailing
the cliché message “I’m just checking in to touch base.” Been
there. Done that. Boring.

Instead, marketer Ivan Levison says create a Google Alert with
the prospect’s company name and industry keywords. When Google
Alerts shoots relevant content to your inbox, you can customize
it and get back to your prospect with real information they can
use. It’s a great way to show you’re a knowledgeable resource!

To get Levison’s “101 Ways to Double Your Response Rates”
click here.

http://www.levison.com/subscribe/index.htm

—————————————————————–

***New infographic: marketing rules of thumb***

Do you know the “50/50 rule” of content marketing? How about the
“99:1 rule” of affiliate marketing? Or the “25-50-25 rule” of
time management for entrepreneurs?

My new free infographic shows you in a concise, graphic format
the 12 important marketing rules of thumb every marketer should
know:

http://www.bly.com/newsite/Pages/PDFs/marketing-rules-of-thumb.pdf

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

6/1/2015

Best subject line length; mobile-friendly web sites

Filed under: Newsletter Archive — site admin @ 9:59 am

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

June 1, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you
think would benefit from its contents. They will thank you. So
will I.

—————————————————————–

***Is your web site mobile friendly? Free tool reveals answer in
seconds***

After announcing it would penalize web sites by lowering their
search engine rankings if they are not mobile friendly, Google
introduced a new online tool that tells whether they consider
your site ready for mobile.

Just click the link below and enter the URL of the site you want
to test. In less than a minute, the tool rates the suitability
of your site for display on mobile devices; there is also some
advice on how to make a low-rated site more mobile friendly:

https://www.google.com/webmasters/tools/mobile-friendly/

At the urging of my friend HK, we made www.bly.com
mobile-friendly, and I urge you to do the same with your site.

—————————————————————–

***More on subject line length***

A typical desktop inbox displays about 60 characters of an e-mail
subject line, while mobile devices show just 25 to 30 characters.
If your audience is primarily reading your e-mails on smart
phones, place the offer or call to action at the beginning of the
subject line where it’s more likely to be seen.

Many mobile apps for popular e-mail clients will show a brief
preview of the email below the subject line, giving your email
about an additional 75 – 100 viewable characters. Make the most
of the limited character availability with a strong, eye-catching
headline. People who browse their e-mail on their mobile device
may be in a hurry, so only the best headlines will stand out to
them.

Source: The Magill Report, 5/12/15, p. 1; Mobile Marketing,
Pinpointe.

—————————————————————–

***Free guide to app marketing***

Because I have just released my first app, I was particularly
interested in a recently published e-book, “Beginner’s Guide to
App Marketing.” As the title states, you learn not how to build
an app, but how to market your app so it (a) supports your brand
and (b) generates revenues.

To download your free 30-page app marketing e-book, click here
now:

http://bit.ly/1Rv9VaI

—————————————————————–

***The awful truth about bullet slides in Powerpoints***

Speaking coach Hayley Foster is not a fan of the bullet slides so
prevalent in Powerpoint presentations today.

“The purpose for visuals is to enhance understanding of the core
idea, not to keep your place in the presentation,” she says.
“Punctuate your points with fascinating visuals. Charts that show
instead of tell are terrific, while bullet points on a series of
slides are not.”

Source: Hayley Foster, “Don’t Tank Your TED Talk” (Short Talk
Expert Press, 2013), p. 31-22.

—————————————————————–

***5 steps to make sure you finish your book***

1–Set a deadline for finishing your book.

2–Figure out when your ideal writing time is (i.e., when you’re
most creative, awake, and focused).

3–Stick to a set amount of writing hours every day, or a daily
word count.

4–Don’t show anybody your book until you have a full first
draft. Early feedback can kill a book before it’s ever finished.

5–Edit and revise over and over again. It’ll be worth it in the
end.

But how much do you edit and revise until you are done? This
short video may help guide you:

Source: Mindy McHorse, AWAI, 5/1/15.

—————————————————————–

***Put some meat on your web site’s bones***

Too many web sites focus on hype, sales talk, and bells and
whistles. But your visitors also want the specifics and facts
about your offering. In particular you must answer 4 questions:

1–So what is this thing or service?

2–How does it work?

3–How is this different from what I have tried before?

4–What are the product or service’s unique and fascinating
attributes and benefits?

Source: Writing Kick-Ass Website Sales Copy by Nick Usborne, p.
45.

—————————————————————–

***Storytelling: the new app in B2B marketing***

According to a report from Chief Marketer, B2B marketers need to
tell their brand’s story in a way that is relevant to both
marketer’s goal and the audience’s need. To engage prospects and
buyers, there needs to be one story that comes across and
resonates with all your audiences: business prospects, consumers,
employees, vendors, shareholders, and everyone else. To find out
what themes will resonate, have conversations with your
customers; don’t decide on your story line in a vacuum.

Source: “Tell a Tale,” Chief Marketer B2B Special Report, p. 1.

—————————————————————–

***Mailing nonstandard size direct mail***

Check the US Postal Service’s bulk rates for the size of the
pieces you want to mail; some of the elements needed to sort your
mailers appropriately, like indicia or barcodes, have specific
placement requirements. You should plan from the start to include
these things so they don’t look strange when they’re added. While
you’re at it, you could even make them part of the design. Little
embellishments like shaped barcodes may not be the one thing that
brings in a new buyer, but they’re fun to spot.

Source: Today@TargetMarketing, 5/13/15.

—————————————————————–

***9 ways to make money as a writer***

The folks at AWAI are offering a free, no-strings-attached
special report, “9 Ways You Can Make a Very Good Living as a
Writer.” It covers freelance copywriting … starting and running
your own web site … info product marketing … fundraising … travel
writing … and more. Click here to download your free copy now:

http://www.awaionline.com/9ways

—————————————————————–

***Quotation of the month***

“People are people, no matter whether they are acting as a
consumer or a professional. Everyone has emotions.”
–Mark Baltazar, Broadstreet

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

5/4/2015

Why you should be more humble

Filed under: Newsletter Archive — site admin @ 10:04 am

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

May 4, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you
think would benefit from its contents. They will thank you. So
will I.

—————————————————————–

***Why you should be humble***

According to best-selling author Michael Masterson, one of the
most successful guys I know, humble people are well liked and
get more cooperation from others, because they don’t try to
force people to accept their ideas.

In addition, humble people learn faster, because they are able
to ask questions and make mistakes without embarrassment —
which makes good teachers and mentors want to help them.

Source: Michael Masterson, “The Pledge” (John Wiley & Sons,
2011), p. 111.

—————————————————————–

***Are you ready for a “laptop lifestyle”?***

If you still haven’t cracked the code for your online business…
Or if you just want to add another source of income… Or
maybe you just can’t stand your boss anymore and you know
there has to be a better way…

It just doesn’t matter if you have a big business or a small
business or are just starting out. If you’re ready to start living
the Laptop Lifestyle as early as in the next 7 days I urge you
to check out “The Secrets of Living the Laptop Lifestyle” now:

www.bly.com/LaptopLifestyle

—————————————————————–

***Marketing to millennials***

Millenials (those born from 1981-2000):

–Believe relationships are more important than the
organization.
–Desire open, authentic, constant, and real-time information.
–Want to offer opinions and input on how work gets done.
–Seek mentors and leaders who will guide and appreciate
them
–Want to make a difference at work.
–Dislike playing political games.
–Are highly tech savvy.
–Like to save and make money.
–Are entrepreneurially inclined.

Source: Deanne DeMarco, “Generation Gaps” (Parkside Publishing,
2014), p. 25.

—————————————————————–

***How to avoid being snarky online***

Do you ever find yourself writing comments that are rude, angry,
insulting, or offensive online? There is no payoff in being an
Internet butthead. Solution: Pick up the phone, dial the
person’s number, and when he answers, say those things to his
face. If you find you cannot because it embarrasses or shames
you, then don’t write them either. Remember, there are lots of
cowards on the Internet hiding behind keyboards.

—————————————————————–

***Best hours to call business associates***

I called a freelance writer whom I wanted to hire to edit an
e-book and when she answered she told me testily, “It is 5am
here in Arizona.”

Sorry, but it’s not the customer’s job to keep track of the time
zone you live in. If you don’t want to be awakened early in the
morning or disturbed in the evening by a phone call, switch the
phone to voice mail. Your phone should be answered 24/7, whether
by you or a recording.

She made me feel guilty, and I was not: I contend the error was
hers, not mine. Shame on her.

—————————————————————–

***Direct mail dead? Not hardly. Print rules!***

According to an article in Target Marketing magazine, 79% of
consumers say they act on direct mail immediately, and 56%
stated that they found print marketing to be the most
trustworthy of all media channels.

One reason direct mail thrives is the myth of digital killing
print is simply not true. In 2014, more than 8 out of 10
American adults said they would rather read a magazine in print
than online. Two thirds prefer paperbound books to e-books.

Young people are no exception to the widespread preference for
print over digital: In a report by JWT, almost 8 out of 10
millennials said print makes them feel more connected than
digital.

Sources: Iron Mountain; Direct Mail for the Modern Marketer,
Target Marketing, 2/19/15.

—————————————————————–

***Another argument against HTML e-newsletters***

Weighing in on the debate of text vs. HTML for online
newsletters, subscriber MN writes:

“Bob, I prefer the text e-mail format you use over everything
else out on the net. It is clean, crisp, to the point, and does
not waste my time with constant ‘closes’ or fluff. It is a
‘personal’ letter to me from someone I admire, but may never
meet. That, of course, is my opinion and what the format means
to me.”

—————————————————————–

***My latest book is out***

If you are a regular reader of my twice-weekly e-mail articles,
you might enjoy my new paperback and Kindle e-book collection:
“The Blunt and Brutal Truth About Business and Life:
Observations, Facts, and Rules from a Cranky Curmudgeon.”

In its pages, you will discover: the awful truth about goal
setting … why you should never work on spec … 7 hottest trends
in B2B marketing … how to become indispensable to your clients …
are customer surveys a waste of time … 9 rules for writing
money-making video sales letters … and much more. Available on
Amazon:

http://www.bly.com/BluntBrutalTruth

—————————————————————–

***Narrow your niche***

If you want to succeed in a niche with a lot of competition, a
winning strategy is to target a segment of the market, not the
whole market.

Example: there are many consultants who teach presentation
skills. Hayley Foster has captured a segment of the presentation
skills market by positioning herself as “the short talk expert”
and even more specifically in coaching people to give TEDx
talks.

—————————————————————–

***Video trailers for selling books***

Marketing author Stuart Atkins explains how to generate book
sales using video trailers: “You have to target video preview
ads to the right audiences through an Adwords video campaign and
Facebook boost posts. You then insert the Order Now landing page
link in your ads to the video.”

Atkins also uploaded his video book trailer to his Amazon author
page. The cost per view (CPV) is far cheaper than a standard
Adwords text or banner ad campaign: 2 to 7 cents per.

He has tied his video book trailer into his Google Adsense
account “so I can get ad placement revenue from Google.”
Warning: When you monetize a video for YouTube, they sometimes
take a close look to make sure all music and content is fully
licensed.

Atkins hired a video production company to produce, compile, and
do the graphics. His wife did the taping with a Canon D5 Mark 3
DSLR. You can watch his video book trailer here:

—————————————————————–

***Free blogging guide***

A new e-book, “How to Start a Blog,” shows beginners how to blog
effectively. It covers: how to set up a blog … how to create and
manage a self-hosted WordPress blog … how to write great blog
content … ways to promote your blog … monetizing your blog … and
more. And, it’s free!

Download the free blogging book here:

http://firstsiteguide.com/blogging-intro

—————————————————————–

***Everybody’s a critic***

Subscriber Alan reports: “I attended an evening with
author/humorist David Sedaris last night at the Count Basie
Theater in Red Bank. Towards the end of his readings he shared a
few anecdotes re: his many book signings after such evenings
over the past few years.

“In one particular instance a woman who had waited in line quite
a while said to him ‘You know, you’re a rather obscure author. I
told several of my friends I was coming to this evening’s event
and not one of them even knew who you were!’

“He thought for brief moment about how he should respond, then
simply replied, ‘Oh, and what have you written?’ Last night’s
audience loved it and I’m still chuckling over that one.”

—————————————————————–

***A solution to the free advice problem***

When people call experts for free advice and the experts put a
limit on the time they spend replying — or don’t reply at all — the
callers feel put off and offended.

Andrea Gold and Gary Yamamoto, experts in the professional
speaking business, solved this problem by publishing a book “The
Business of Successful Speaking.” Says Andrea, “Now when an
aspiring speaker calls, we recommend the book, which costs $30.
Those who choose to purchase value our time. Always be willing
to charge for your expertise.”

Source: Andrea Gold and Gary Yamamoto, “Authors Who Speak Sell
More Books” (Cypress Mountain Books, 2014), p. 6.

—————————————————————–

***Quotation of the month***

“The problem with writing nowadays is that people under 50 don’t
know anything about the past, so you have to explain everything.
Not only do you have to explain the Chicago Renaissance: you
have to explain the Italian Renaissance, too. It really is
almost that awful.”
–Kurt Vonnegut

Source: Kurt Vonnegut Letters (Delacorte Press, 2012), p. 314.

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

4/3/2015

Marketing big-ticket items; the assumptive sales close

Filed under: Newsletter Archive — site admin @ 7:42 am

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

April 2, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you
think would benefit from its contents. They will thank you. So
will I.

—————————————————————–

***Marketing big-ticket items****

According to marketing expert Jerry Jones, selling big-ticket
items today requires more steps than it used to.

“We used to generate a lead, send a response package, and a few
follow-ups via mail to get the sale,” he says. “Today, if you’re
not willing to do 15, 20, even 30 or more follow-ups to the
initial inquiry, using every media available, you won’t make
nearly the sales you should.”

Source: Direct Marketing Profit Insider, Issue #10.

—————————————————————–

***More on the death of print***

“We know what you’re thinking: print is dead, while digital is
growing more and more every day,” says digital strategist
Shannon McCoy. “This is simply not the case. With more and more
companies abandoning traditional forms of mass communication, it
is easier to stand out and reach your target, whether young or
old, with tangible promotions like direct mail.”

According to a survey by Greenhat, B2B marketers on average
spend 28% of their budget on digital marketing and 21% on
traditional offline marketing. So print is hardly dead,
accounting for one dollar out of every five spent on marketing.

Source: Today@Targetmarketing, 3/2/15; www.cmo.com, 3/5/15.

—————————————————————–

***Stop free advice seekers cold with the “assumptive close”***

Subscriber SC writes: “I am always amazed when prospects and
existing clients expect free advice, free consults, free rough
drafts, free this-that-and-the-other. The one reply that always
seems to work is a take-off on the old assumptive close: ‘Ah, so
we have a project, then?'”

“The assumptive close goes way back,” says SC. “You won’t bag
every sale, but it’s guaranteed to quickly separate the serious
prospect from the freebie seekers.”

—————————————————————–

***Evaluating speaker evaluations***

Some audience members say some pretty harsh things about some
speakers. To get a more accurate handle on how well you did as a
speaker, ignore the highest rating and the lowest rating, and
then average the remainder.

You ignore the highest rating because there is almost always
some person who irrationally loves everything you do, and you
should ignore the lowest rating because there is almost always
one person who has a viscerally negative reaction to you.

—————————————————————–

***Engaging your landing page visitors***

Help the visitor make a decision to convert in your copy.
Address a common problem the visitor may have, how your call to
action can solve it, and why they should feel confident in
buying from you or giving you their e-mail address.

If possible, include testimonials from real people. A/B split
test your call to action, different colors, and page layouts,
especially placement of the reply form on the page.

Source: Pinpointe white paper, “Conversion-Optimized Landing
Pages.”

—————————————————————–

***RA’s e-mail tip***

Subscriber RA writes: “A great email should be written with the
mindset that the recipient will be grateful for having opened
it.

“It can have a soft one or two sentence pitch in it but should
always have real content that only an expert would likely know.
And that expert likes you enough to share it with you as a
special favor.

“Bob, when your e-mails arrive, it is like a helpful note from a
friend that wishes me well and wants to support me in having a
better life,” adds RA. “That is the only type of e-mail I have
time to open these days.”

—————————————————————–

***Make social media less distasteful***

If you hate dealing with snarky comments and negative comments
on social media, Vivian Wagner has a great solution: outsource
responding to comments to someone else!

“To really get the most out of social media, you might consider
hiring a social media manager to stay on top of interacting with
the public,” says Vivian. “If you do go this route, make sure to
set a clear, consistent policy about commenting and responding
to comments, so your social media person is on the same page as
you.”

Having someone to manage your social media presence is perhaps
one of the best ways to keep negative comments from ruining your
day. Just make sure to check in now and then to see what
comments are being made and what helpful information they’re
revealing.

“If you’re not chiming in, when relevant, to customer feedback
online, you could be hurting your business’s image; it’s time to
get involved and speak up,” says Wagner.

BMA Smart Brief, 223/2/15

—————————————————————–

***Number of words in a video script***

According to White Board Geeks, a video script should have
approximately 150 words per minute. So a 3-minute script would
be 450 words.

Source: www.whiteboardgeeks.com

—————————————————————–

***Many industrial marketers are not in love with social media***

According to a survey of 3,494 managers and engineers who
purchase machinery, materials, or tooling, the majority do not
consider social media an effective business tool. Not
coincidentally in my opinion, 60% of those surveyed are over 50.
Their preferred sources for finding product information: trade
magazines and web sites. And they look for products and services
at least once a week.

Source: 2014 Gardner Research, “Media Usage in Manufacturing.”

—————————————————————–

***Tips for writing great short stories***

From horror writer Tim Waggoner, a few tips on writing better
short stories:

>> Focus on one main story problem.

>> The story should have a clear emotional core.

>> Stick to a short time frame: minutes, hours, maybe a day or
two.

>> Stick with one primary setting.

>> The story should have only two or three scenes.

>> Write the story from one point of view.

—————————————————————–

***Virus alert: this could save your computer***

If a black box pops up claiming to be from Adobe and saying it
is time to update your Adobe software, leave the page
immediately. It is a powerful virus that nearly destroyed my PC!

—————————————————————–

***Quotation of the month***

“Life is not about waiting for the storm to pass. It’s about
learning how to dance in the rain.”
–Greg Plitt

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

—————————————————————–

3/2/2015

Correct word counts for print promotions

Filed under: Newsletter Archive — site admin @ 1:20 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

March 2, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you
think would benefit from its contents. They will thank you. So
will I.

—————————————————————–

***This is it — last chance***

From March 20 – 22, 2015 I will be giving the final
“performance” of my popular weekend seminar, “Getting
Copywriting Clients,” in Weehawken, NJ on the banks of the
majestic Hudson River.

“Just a note about the seminar,” writes FC, who took it in July
of 2014. “It was excellent and crammed with useful information
for building a business — it was a beneficial experience.”

Peter Kavanagh, also present at the Baltimore weekend, said, “I
am now a six-figure copywriter. I can’t imagine finding any of
this success without your advice and guidance. You’ve had an
enormous influence on my life and I just wanted to say thanks.”

There are a few seats still available for March. For more
information and to register, click here now:

http://www.awaionline.com/p/bb2/?referredby=WBB2P_49

—————————————————————–

***Writing copy to fit the space in magalogs and other print
promotions***

Online, there’s no limit to the space you have for copy, but in
print, you are limited by the room on the paper. Here are
approximate average word counts for common print promotions:

>>Tabloids — 400-600 words per page.

>> Magalogs — 500 words per page.

>> Digests — 250 words per page.

>> Nonfiction trade books — 400 words per page.

>> PDF e-books — 300 words per page.

>> Long-copy full-page mail order ads — 500-750 words.

>> Sales letters — 300 words per page.

>> Standard-size postcards — 100-150 words.

These are the maximum words counts, and using them results in a
page fairly dense with copy, which is a common practice in
direct response. In brand advertising and B2B, advertisers use
far fewer words because they like white space, not understanding
that white space is wasted and does not sell.

As for tabloids, word count is variable. If you filled the page
solid with text like a newspaper, you could fit a thousand
words. But most tabloids are designed with plenty of graphics,
so word count is variable.

—————————————————————–

***About writing in someone else’s voice***

Oscar Wilde said, “Be yourself; everyone else is already taken.”

But when writing copy or content for a client or employer, you
may have to change your tone, or your language, or your format,
or a million other things to make a piece of writing better, But
none of that should inhibit the inherent “you-ness” of what you
write, advises HubSpot.

“Don’t try to adopt someone else’s voice, even if it sounds
really, really good,” they recommend. “They’re better at being
them than you are, anyway.”

Source: Hubspot report, The Marketer’s Pocket Guide to Writing
Well.

—————————————————————–

***The trouble with general advertising***

“A few years ago, a dot-com company generated attention with a
TV commercial in which hamsters were shot out of a cannon. Do
you remember what it was selling? Neither do I. The company soon
folded. That ‘clever’ but ineffective ad is sadly representative
of much of the stuff that’s produced in ‘general’
advertising — that is, advertising for TV, radio, magazines,
billboards, and so on. Its creators can get away with it
because, surprisingly enough, no good methods exist to measure
the effect of that specific ad on sales.”

–Don Hauptman, copywriter, writing in The New Individualist,
6/07.

—————————————————————–

***Info products make money for you even when you are not
working***

“When you provide a personalized service in exchange for money,
you divide yourself,” said the late mail order info marketer
Jerry Buchanan. “You have only so many hours in a day, so you
can take only a finite number of customers.

“When you write and publish a book of helpful nature to an
infinite number of people, you are then multiplying yourself.
Your sales are not limited by the number of hours in a day. Same
applies to selling any mass-produced product.” He of course is
referring to passive income — earning money independent of hours
spent working.

Jerry was a pioneer in info marketing in the pre-Internet era
and much admired by so many of us. For me he was a kind mentor
and friend. He got his start selling a short report on how to
rid your yard of moles and gophers which he promoted with
classified ads.

Source: Towers Club U.S.A. Newsletter, 11/77, p.1.

—————————————————————–

***Go beyond benefits and talk about “results”***

We are taught to stress benefits in our copy, but Terry Dean
suggests going one step above ordinary benefits and stressing
the results your buyer will get using your product.

“It doesn’t matter whether you’re offering a product or a
service, you have to deliver the results,” says Dean. “Your
customers buy because of the end results and how those results
make them feel.”

Dean advises marketers to make the biggest, boldest promise they
can legally and ethically deliver.

“What kind of difference will these results make in your
client’s life?” he asks. “How much are the results worth? Is
there any way you can improve the results you’re delivering with
an even more valuable offer?”

Source: Terry Dean newsletter, 2/3/15.

—————————————————————–

***What Isaac Asimov and I have in common***

Prolific author Isaac Asimov was once being interviewed by
Barbara Walters, who asked him, “What would you do if the doctor
gave you only six months to live?” “Type faster,” he replied.

Source: http://www.bluechipwriters.com

—————————————————————–

***My 84th book is out!****

Last month I published my 84th book, “The Blunt and Brutal
Truth About Business and Life: Observations, Facts, and Axioms
from a Cranky Curmudgeon.” It’s the latest collection of the
best of my weekly e-mail articles, of which you are a
subscriber. If you like my online essays, or are hoping to find
a particular favorite, check out the book here:

http://www.bly.com/BluntBrutalTruth

—————————————————————–

***Quotation of the month***

“Some birds are meant to be saved. Their feathers are just too
bright.”
–Stephen King, “The Shawshank Redemption”

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

2/2/2015

Content vs. copy; Steve Martin’s success secret; my next freelancing boot camp

Filed under: Newsletter Archive — site admin @ 4:25 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

February 2, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you
think would benefit from its contents. They will thank you. So
will I.

—————————————————————–

***In B2B marketing, does sales copy work better than content?***

Given the number of content marketing pundits who say
traditional copywriting is dead, the result of a survey by
Eccolo Media of B2B tech buyers, ranging from engineers to
C-level executives, may surprise them — and you.

The key finding: while more than 30% said white papers (content)
are influential in their purchasing decisions, nearly 40% said
product brochures and data sheets (sales copy) have greater
influence on their purchase decisions. Conclusion: B2B prospects
may tell you they love your free content, but your sales copy is
more effective at getting them to buy.

Source: Today@TargetMarketing, 1/9/15.

—————————————————————–

***May I teach you everything I know about succeeding as a
freelance copywriter?***

That’s what I intend to do at my upcoming weekend seminar
“Getting Clients: How to Start and Run a Successful Six-Figure
Freelance Copywriting Business” on March 20-22, 2015 in
Weehawken, NJ on the banks of the majestic Hudson River.

“I am appreciative of all the information you shared at the
‘Getting Clients’ conference in Baltimore last summer,” says
Cynthia Kincaid of Gahanna, Ohio. “You’ve helped me greatly in
getting started in this field and you continue to help me grow
professionally as a copywriter.”

Click here for details and to register. But I urge you to hurry:
we are limiting attendance to the first 60 people who register,
and when we did this seminar last year, we had to turn away a
lot of people because the seats filled quickly:

http://www.awaionline.com/bb2/bly

—————————————————————–

***Best colors for components of DM packages***

A traditional direct mail package has multiple components
including an outer envelope, sales letter, brochure, lift note,
and reply element.

When you are selling a high-end professional service to a
sophisticated audience, and want to convey an image of
professionalism, all components should be printed on the same
color paper stock; cream, ivory, and white are the top three
choices here.

When you are selling mail order merchandise to consumers,
especially middle America, make each element in the package
colorful and a different color; e.g., a Kraft envelope, white
letter, four color brochure, lift note on robin’s egg blue
stock, order form on canary yellow. Reason: it makes each
element pop visually, compelling the recipient to handle and
look at all of them.

—————————————————————–

***Tip for Facebook advertising newbies***

When placing your ad on Facebook, click on the ad set menu
either in the live account or the Power Editor. Doing so will
allow you to choose who is served your FB ad by their interests
and behavior. Or, click on More Demographics when in live
account or Power Editor and you can select your audience by
income. Result: you are able to reach a target audience with FB
ads based on demographic and psychographic selections.

Source: Social Media Examiner, 1/26/15.

—————————————————————–

***Features vs. benefits in marketing to engineers***

The notion that only benefits should be in your copy and
features are boring and no one cares about them is nowhere less
true than in industrial marketing.

“The first thing an engineer wants to know is do your products,
parts, and components meet his or her design specifications and
standards?” writes industrial marketing consultant Achinta
Mitra. For example, simply state ‘Manufactured to ASME Code
standards, designed to handle up to 300 psig and 415o F.’ Don’t
try to embellish features with wordy benefits.”

Well, yes and no. I agree that the facts and specs are what
engineers look for first. But I know from long experience that
great industrial copy gives both the feature as well as the
benefit it delivers.

Source: Industrial Marketing Playbook , www.tiecas.com

—————————————————————–

***Why the Internet hasn’t killed print catalogs–yet***

I often say the death of direct mail has been greatly
exaggerated, and here’s more proof: according to management
consulting firm Kurt Salmon, 11.9 billion print catalogs were
mailed in the U.S. in 2014.

Reason: while many consumers order online for convenience or go
to a retail location to get the product right away, they enjoy
thumbing through catalogs to look at products and get ideas. In
addition, receiving a catalog reminds them of the availability
of a product or the existence of a merchant they otherwise would
have never remembered.

Source: Talon Newsletter, 1/15, p. 3.

—————————————————————–

***Sell with your newsletter***

Few things encourage readership loyalty for an online newsletter
like special promotions that can only be found in the
newsletter. Seven out of 10 Internet users say they have taken
advantage of a discount offer from a marketing e-mail.

Source: Today@TargetMarketing, 1/15/15

—————————————————————–

***5 tips on presenting price in your copy***

1–When a product is on sale, prominently show the price. Use
dollars, not percentages. Percentages aren’t easily calculated
in the mind — or worse, they are miscalculated in the mind and
you risk losing a sale.

2–Incrementally break down the price. Show it as the cost per
day, cost per use, or some other practical way to reveal
increments of the price. Example: an annual subscription to an
online database selling for $99 gives you “unlimited, 24X7
access for only 27 cents a day.”

3–Compare the price to an everyday item, such a cup of coffee,
a postage stamp, or lunch at a diner.

4–Compare to your competition. If you have a price advantage,
show it. If you don’t, then compare at a different level that
includes longer product life, more convenience, or other
benefits.

5–Position the price presentation as a cost of not buying now.
In other words, show how the price could increase in the future,
or the loss that can happen by waiting. This positioning also
creates urgency.

Source: Gary Hennerberg, Today@TargetMarketing, 1/21/15

—————————————————————–

***Long copy vs. short copy update***

A financial advisor was mailing a 2-page flier to invite people
to his free investment workshops, which he uses to find
prospects, a percentage of which become his clients after follow
up.

He hired a freelance copywriter to write a new mailer. But when
the copy was put into a lay out, it was 4 pages instead of 2.

When the financial advisor showed the 4-page mailer to a
marketing expert in the investment niche, the guru told him it
would not work because it was too long and people are in a hurry
today.

The advisor mailed the copy anyway. Result: the 4 pager
generated twice as many enrollments in the workshop as the 2
pager.

His conclusion: “When you are deciding what to do with the
million dollars you plan to invest, you will find the time to
read good long copy.”

So we know long works well in sales copy. But can it also work
in content, where the prevailing belief has long been that no
one reads long content and shorter is better? Joe Pulizzi,
founder of the Content Marketing Institute, writes: “Long-form
content is back. In some organizations’ blogs, we are seeing
blog posts eclipse the 2,000-word mark on a frequent basis.”

—————————————————————–

***Another copy cliché to avoid***

I urge you not to use the phrase “crushed it” in your e-mails,
social media posts, blog, newsletter, and other copy. Although
relatively new, “crush it” has already worn out its welcome from
overuse. In addition, it is braggy, egotistical, and arrogant,
if you are applying it to yourself or your product.

Banish “crushed it” from your vocabulary. It is, however, OK to
tell your reader that you hope THEY crush it. But not that you
did.

—————————————————————–

***My 84th book is out!***

This month I published my 84th book, “The Blunt and Brutal Truth
About Business and Life: Observations, Facts, and Axioms from a
Cranky Curmudgeon.” It’s the latest collection of the best of my
weekly e-mail articles, to which you are a subscriber. If you
like my online essays, or are hoping to reread a particular
favorite, check out the book here:

http://www.bly.com/BluntBrutalTruth

—————————————————————–

***Save $500 on the next Information Marketing University
weekend training***

Fred Gleeck and I are giving a repeat performance of our popular
weekend boot camp on how to start and run a successful 6-figure
information marketing business, “Information Marketing
University.” For more information and to take advantage of the
$500 Early Bird discount while you still can, click here now:

http://www.fredandbobinfomarketinguniversity.com/

—————————————————————–

***Today’s laugh***

The other day I woke up hungry for bacon and eggs, and asked my
wife if the bacon, which was open, was still good. Without
missing a beat she replied: “Good enough for YOU….”

—————————————————————–

***Quotation of the month***

“If you don’t saturate your life in a single quest, you’ll
dilute your focus to a point where becoming outstanding becomes
out of reach.”
–Steve Martin

Source: Early to Rise, 1/20/15.

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

1/2/2015

A new type of lead magnet

Filed under: Newsletter Archive — site admin @ 4:23 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

January 2, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
the bottom of this message and click on “SafeUnsubscribe.”

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus supplementary messages each
week. These are typically either free tips or personal
recommendations for information products on marketing or related
topics. I review products before recommending them and in many
cases know the authors.

We do not rent or share your name with anybody. Feel free to
forward this issue to any peers, friends and associates you
think would benefit from its contents. They will thank you. So
will I.

—————————————————————–

***Free content marketing webinar***

I’ve got a new free webinar for you on how to turn content
marketing campaigns from ho-hum into home runs.

It’s titled “How to Use Content Marketing’s Secret Weapon.” The
presentation is on January 14, 2015 from 1 to 2pm EST, and you
can register by clicking here now:

http://www.bly.com/CMWebinar

In it you will learn my simple but amazingly effective secret
for doubling or tripling response from your next content
marketing campaign — and it has nothing to do with the content
you use!

—————————————————————–

***Free seminar: how to get your nonfiction book published … by a real publisher***

I will be giving a free talk at the Montville, NJ library on Wednesday January 28 from 7 to 8pm EST on “How to Write a Nonfiction Book and Get It Published.” In it I share the proven methodology I used to sell more than 80 nonfiction books to mainstream publishing houses including McGraw-Hill, HarperCollins, John Wiley & Sons, and many others.

For more information call the Montville Public Library at 973-402-0900 or just show up at 90 Horseneck Road, Montville, NJ on 1/28/15 at 7pm.

—————————————————————–

***Start the New Year off right…***

…with your very own copy of the 2015 Bob Bly calendar, “More
Words You Should Know to Sound Smart.” Each day you master a
new deliciously obscure vocabulary word that will make you the life
of every highbrow cocktail party and impress the susurration out
of the perfervid hoi polloi. Click here to order now:

http://www.bly.com/2015Calendar

—————————————————————-

***A new type of lead magnet: miniature books***

Looking for a great giveaway to generate leads? Try a new kind of lead magnet, the MiniBük (not a misspelling) – an ultra-short book format more likely to be read by more people. A MiniBük is a tiny 3.5″ x 5″ printed book. It stands out from all the PDF lead magnets, because it is a physical premium sent via postal mail. Designed with a high impact cover, titling, and copy, plus a layout pleasing to the eye‚ it earns the opportunity to be read.

With its small size, readers expect the value gained will exceed their reading time. With a well written one, readers receive your message. MiniBük authors have had many successes, finding its highest value when employed to sell products or services many times its cost. For details or samples call 800-900-2499; for an overview visit minibuk.com

—————————————————————–

***How many response options should you offer in your direct mail packages?***

Offer multiple response options in your direct mail packages. Give them the URL to a landing page specific to the offer, a phone number to our call center, a fax number to fax back the completed order form. And yes, have a paper response device such as an order form or business reply card. If the form requires confidential information, like a credit card number, also include a business reply envelope.

Source: Talon Newsletter, 12/14, p.1.

—————————————————————–

***Tips for writing book ads that sell***

1970s book marketing whiz Steve West said that you should never show a picture of the book in an ad selling the book, and if you do, sales drop off 50%. He also said to avoid using the word “book” in the copy. Instead say material, guide, manual, program, or course. He reported that editorial style ads, today known as native ads, get 5 or 6 times the response of ads that look like advertisements.

Source: Towers Club USA Newsletter.

—————————————————————–

***How to test-drive an info product or course***

DS, a subscriber, says that when you buy a new info product or course, put in 20 hours following its instructions during the 30-day trial period. Then, if you find it does not work for you, request a refund.

Also I hear from a growing number of my readers who say they have bought ultra-expensive ($1,000 to $5,000 and up) info products, only to have the seller refuse their request for refund. Carefully check the sales copy to make sure the seller offers an unconditional 30-day money-back guarantee of satisfaction.

“Unconditional” means you can return the product within the specified guarantee period for any reason, or even for no reason, without explanation and get a full product refund. A “product refund” means you get back the purchase cost of the product but not the shipping and handling charge.

—————————————————————–

***Quotation of the month***

“There’s nothing funny about trying to communicate properly. Use whatever means you can to be understood.”
–Dr. Nimmo, Edinburgh physician

Source: The New York Review of Books, 11/20/14, p. 43.

—————————————————————–

***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://www.bly.com/archive. Republishing our articles is quick
and easy. All you have to do is include author attribution
(byline/name of author) and the following statement, “This
article appears courtesy of Bob Bly’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video sales letters,
brochures, white papers, ads, e-mail marketing campaigns, PR
materials, and Web pages. We recommend you call for a FREE copy
of our updated Copywriting Information Kit. Just let us know
your industry and the type of copy you’re interested in seeing
(ads, landing pages, etc.) and if Bob is available to take on
your assignment, we’ll tailor a package of recent samples to fit
your requirements. Call Bob Bly at 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Older Posts »

Powered by WordPress