Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.
December 1, 2014
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***Become a student of your copywriting specialty***
Gordon Graham, who has written over 200 white papers for
clients, advises copywriters to follow their chosen part of the
“I study at least one or two white papers every day,” says
Gordon. “That means I look at 500 examples of the documents I
specialize in every year. Doing any less would be foolish.”
In the pre-Internet days I told direct response copywriters to
open, read, and study every piece of direct mail they received.
Doing so was better than getting an MBA in direct marketing. I
still do it today.
***Brian Tracy: relationships lead to success in every walk of life***
“Your success in every area of life will be based largely on the
quality and quantity of relationships that you can initiate and
develop over time,” says speaker and author Brian Tracy. “In the
world of business and sales today, relationships are everything.
We often call this the ‘friendship factor.’”
A person will not do business with you until he or she is
convinced that you are his or her friend and are acting in his
or her best interest. In other words, you cannot influence
someone unless he or she likes you in some way.
Of course, it’s often possible for you to influence a person if
he fears you, but that type of influence lasts only until the
person can rearrange his situation and escape from the
circumstances that enable you to have control over him.
Source: Brian Tracy’s Success Newsletter, 9/10/14.
***Direct mail: dead or alive?***
Direct mail is experiencing resurgence today. One reason: the
prominence of digital over print has caused a decline in direct
mail usage, so there is less competition in the mailbox. From
2008 to 2012, the average number of direct mail packages
received in U.S. households per week declined almost 36%.
According to the Direct Marketing Association, the average
return for direct mail is over $12 in revenue for every $1
invested, based on lifetime customer value, not initial orders.
That is a 1,200% ROI.
Source: Market Sustainability, Chet Dalzell, 9/14/14; Direct
Mail: It Works, Modern Postcard White Paper.
***10 things you should know about your target market***
1–Job role and responsibilities.
2–Company: industry, size.
3–Education, experience, hobbies.
4–Marital and family status.
5–Gender and age range.
6–Joint household income.
7–Key personality traits and mannerisms.
8–Geographic (urban, suburban, rural; region, state).
9–Job identifiers (e.g., hours worked per week).
10–Biggest challenge to achieving success.
Source: Pinpoint white paper, “Buyer Persona Kit.”
***The one copywriting newsletter I never miss***
Like you, I get too many e-newsletters and delete most without a
second glance. But I at least scan and often read a lot if not
all of my favorite copywriting newsletter, John Forde’s
Copywriter’s Roundtable. To make sure you don’t miss out, start
your free subscription here:
***Best way to engage mobile users online: apps, not ads***
Taptica, a leading provider of mobile user acquisition and
targeting technology, claims that mobile app users have a 35%
higher lifetime customer value (LTV) when they are engaged with
highly contextual, in-app native ads compared to full screen ads.
In addition, Taptica says that users who click on a native ad
spend 5X more money over time compared to users who click on
traditional banner ads.
***Why e-mail marketing still works***
E-mail gives you the advantage of familiarity. When subscribers
regularly see your company name in their inbox–even if they
don’t open every email you send–they become acquainted with you
and your company on a more personal level that cannot be
attained with other forms of marketing.
Since your subscribers have opted in, giving you permission to
market to them, your message may not be as easily overlooked or
disregarded as a banner ad, for example. But if their eyes do
happen to land on one of your banner ads…well, there’s that
Source: www.business2community.com, 10/6/14.
***Quotation of the month***
“Be patient and persistent. Life is not so much what you
accomplish as what you overcome.”
–Robin Roberts, co-anchor, Good Morning America
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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
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