Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
September 1, 2016
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***What causes people to respond to your copy?***
I recently wrote a free special report, “Triggers: Uncovering
Wants and Needs,” that lists dozens of motivations you can use to
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*** To do local SEO, create a local Business Page on Google***
Each of the three major search engines — Google, Bing, and Yahoo
— offers places to create pages specifically for your business.
For example, on Google, you’ll want to create a page using the
Google My Business service.
Take a look at the search results for “dentist near me” and
you’ll see a big map at the top of the search results, along with
relevant information for local dental offices listed below.
These listings are not web sites. They are Google My Business
profiles. If you don’t have a Google My Business profile, then
your business will not rank high in Google when prospects are
searching for you locally.
Source: Today@TargetMarketing, 4/12/2015.
***Improve your marketing results with ad specialties***
“Ad specialties” are promotional items — including key chains,
coffee mugs, calendars, USB drives, and golf balls — imprinted
with the marketer’s logo. Decades ago, some marketers referred to
these items as “spiff.”
According to a study by the Advertising Specialty Institute
(ASI), 85% of prospects can recall the name of the advertiser who
gave them a logoed item. The average American owns 10 promo
Personal note: I have used promotional items imprinted with
company logos for decades in my various marketing jobs and for
clients, and they really are quite effective at engaging consumer
interest and increasing response rates.
Source: Advertising Specialty Institute, 4/14/2016.
***Which is the stronger motivator — wants or needs?***
“People pay for what they want, not necessarily what they need.
[Marketers] really need to understand this,” says Lynn Freer,
President, Spidell Publishing.
“People may need it but don’t want it. Do they want People
Magazine or The New Yorker, chewing gum, or vitamins? Don’t use
valuable real estate [or] webinars to sell something people don’t
want and don’t want to pay for.”
Source: SIPAlert Daily, 4/13/2016.
***How running Google ads can improve your web site***
When you’re investing money into Google AdWords campaigns, then
you’re going to be more critical of your web site. It’s easy to
ignore your web site when the traffic is free, but as soon as you
start paying for traffic, then that’ll light a fire under you to
finally upgrade your web site.
Also, Google AdWords gives you consistent traffic to split test
your web page copy and layout to find the best combinations.
Once you see what works best from your ad tests, then you can
roll that out across your entire site to improve overall
Source: Main Street Marketing Tips, 4/15/2016.
***3 copywriting tips from Aristotle***
Here are Aristotle’s three elements of persuasion:
1. Ethos–a speaker’s credibility or convincing proof for their
2. Logos–the logic or inherent reasonableness of an argument.
3. Pathos–an appeal to emotion or self-interest in the audience.
Source: Gordon Graham White Paper Writer Tip, 4/14/2016
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***Joke of the month***
Q: Why did the skeleton get an F in monster school?
A: Because he was a bonehead.
***Quotation of the month***
“I speak to everyone in the same way, whether he is a garbage man
or president of the university.”
Source: SIIA newsletter, 4/13/2016.Building the Beloved Community
newsletter, April 2016, p.1.
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