Bly.com Newsletter Archives

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.

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***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

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***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.

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***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

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***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/

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***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

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***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

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***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.

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***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.

—————————————————————–

12/1/2014

Brian Tracy’s ultimate success secret

Filed under: Newsletter Archive — site admin @ 2:08 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 1, 2014

—————————————————————–

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.

—————————————————————–

***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
copywriting field.

“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:

http://copywritersroundtable.com/signup/

—————————————————————–

***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
familiarity again.

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

—————————————————————–

***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.

11/3/2014

Tips for boosting landing page conversions

Filed under: Newsletter Archive — site admin @ 11:50 am

—————————————————————–

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

November 3, 2014

—————————————————————–

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 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.

—————————————————————–

***Have only one call to action on your landing page***

Make sure your landing pages have only one call to action each.
You don’t want to confuse visitors with the opportunity to
subscribe to your mailing list and purchase a product on the
same page.

If your goal is to get mailing list subscribers, then make the
page’s call to action the opt-in form. Sell them a product in
your next series of e-mails. If your goal is to get the visitor
to buy, then make the page’s call to action an Add to Cart
Button.

Source: Pinpointe white paper, “Conversion-Optimized Landing
Pages.”

—————————————————————–

***Web marketing made easy***

According to consultant Bob McCarthy, the foundation of your web
marketing doesn’t take much — just 5 basic items:

1–A web site. “There is no debate here, says Bob. “If you’re in
business, you need a website. It could be simple — just a few
pages — but you need to have a presence on the web.
2–A downloadable PDF report. Ideally, you want a lead magnet
– an educational how-to report or tips sheet — something that has
an appeal to your target audience. If you don’t have a lead magnet,
find something that visitors will want to download.
3–A form page or landing page. When people are ready to
download your report, you need to give them a way to take action.
4–A lead capture system. After the form is filled out, you need
some way to process that contact information, confirm the e-mail
address, and deliver the download.
5–An e-mail service. After the leads are collected, you need an
automated process for consistent follow up.
Source: The Direct Response Coach, 6/24/14.

—————————————————————–

***3 easy ways to get unstuck when stuck on a task***

1–If you are stuck for more than 15 minutes, switch tasks.

2–Instead of working on the problem continuously for hours,
schedule shorter, more frequent sessions over several days.

3–Keep a list of problem tasks and glance at it when not at
work; a new context can lead to a fresh perspective.

Source: Ron Friedman, Harvard Business Review blog, 7/9/14.

—————————————————————–

**Qualify your prospects with BANT***

>> Budget — what are they willing to spend to buy the product or
service?

>> Authority — who needs to be involved in the purchase decision?

>> Need — what needs or conditions must exist before your
product would be of value to the potential customer?

>> Timing — How soon will the buying decision be made?

Source: John Coe, The Fundamentals of B2B Sales and Marketing,
McGraw-Hill, p. 127.

—————————————————————–

***10 marketing tactics Americans say they despise***

1–Direct mail that looks like it has a bill, fake check, or is
otherwise official-looking.
2–Pop-up ads on web sites.
3–Ads for nutritional supplements with exaggerated claims.
4–Videos you have to sit through before reaching web content.
5–Products advertised as “made in America” that are not.
6–Free offers with strings attached.
7–TV ads louder than the program.
8–Ads targeted based on purchases, demographics, or behavior.
9–Product placement in movies and TV.
10–Billboards.

Source: Consumer Reports, 6/14, p. 11.

—————————————————————–

***Beware the customer who asks the price right away***

Watch out for prospects who ask about price right up front.
Sometimes, even before saying hello, buyers ask about price.
Often this is a sign that the prospect is a price shopper and
the primary factor in her purchase decision is getting the
lowest price. Not the kind of client you want to have.

Talking about price too soon puts the entire focus on money.
While salespeople can’t ignore the question, most buyers — other
than price shoppers — will accept the explanation that more has
to be learned about their specific needs before price can be
discussed.

Source: Customer Experience Insight, 7/8/14.

—————————————————————–

***Ideal length for white papers***

White paper guru Gordon Graham says the sweet spot for white
papers is 6 to 8 pages of content. Add a front cover, contents
page, and about the company and you’re up to a total document of
10 or 11 pages. But what about those who say that readers want
much shorter white papers today?

“Many marketing people today want to achieve the impact of a
great white paper, without making the investment to develop one,
and without asking their prospects to deal with a substantial
document,” says Gordon. “But I don’t believe there’s any
shortcut.” Graham says that anything with less than 4-5 solid
pages of content is hard to call a “white paper” because there
just isn’t the space to develop much of an argument. He adds,
“The trouble with a 2-3 pager is that it almost always becomes a
brochure or data sheet, without much capacity for reframing an
issue, redrawing a market space, or helping a business person
understand an issue, solve a problem, or make a decision.

“To me that’s the real definition of a white paper. So I’d say
for sure, cut the flab and make your white papers as concise as
possible. But don’t think 3 pages is going to do the same job as
6 or 8.”

—————————————————————–

***Why you cannot leave out the sales letter from your direct
mail packages***

There is an old saying that a direct mail package without a
sales letter is not at all a direct mail package … it’s just a
brochure in an envelope.

To answer your question: Yes, every direct mail package should
include a letter. As Peggy Hatch, publisher of Target Marketing
explains: “A letter is the one opportunity for the writer to
make an emotional connection with the reader. All else in the
package — circular, invitation, order mechanism — are rational.”

Self-mailers of course do not have letters, but I often design
one panel of my self-mailers as a faux letter. Reason: the copy
framed as a letter makes more of a personal and emotional
connection than the more sterile promotional segments of the
mailer.

Source: Peggy Hatch, Target Marketing, 7/9/14

—————————————————————–

***Best colors to use on your landing pages***

On my sales pages the type is black with blue and red used as
second color, mainly in heads and subheads, for emphasis. My web
master also uses brown, gray, green, and sometimes orange as a
background color for the screen surrounding the sales copy; the
copy itself is on white.

According to marketing guru Debbie Allen, associations for these
colors are as follows:

** Black — seriousness, authority, power, and boldness.
** Blue — trustworthiness, success, security, authority, seriousness,
and professionalism.
** Red — excitement, strength, love, passion, impulse, action,
adventure, aggressiveness.
** White — purity, cleanliness, devotion, simplicity.
** Orange — celebration, fun, youth, affordability, excitement.
** Green — health, freedom, freshness, healing, and nature.
** Brown — earth, nature, simplicity, richness, and helpfulness.
** Gray — authority, professionalism, earnestness, and practicality.

Note: I was surprised not to see green associated with wealth
and money. It made sense to see orange associated with
affordability, as fliers for sales and discounts are often
printed in orange.

Source: Debbie Allen newsletter, 7/15/14.

—————————————————————–

***What you need to know about keywords and PPC advertising***

The more popular the keyword, the more cost per click (CPC) it’s
going to have. So it’s very important to do your keyword
research before you start selecting your keywords as you’re
setting up your campaign. The lite version of Keywordspy.com is
free, but you can also upgrade to the full version and see more
results and have more capabilities for a monthly fee. Google
used to have its Keyword External Tool, which has since morphed
into Google AdWords Keyword Planner. You need a Gmail account to
access this free tool. Either of these tools will allow you to
enter keywords or keyword phrases and then view popularity
(actual search results), as well as what the average CPCs are.
This is important for your keyword selection and bidding.

You can also type in your “core” or focus keywords and get
additional ad group/keyword ideas. To help refine your search
terms, you can also choose broad match, broad match modifier,
phrase match, exact match, and negative match.

Source: Wendy Montes de Oca, Target Marketing, 7/29/14.

—————————————————————–

***Quotation of the month***

“People who are good at making excuses are seldom good at
anything else.” –Ben Franklin

—————————————————————–

***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.

10/6/2014

Best word length for ad headlines

Filed under: Newsletter Archive — site admin @ 10:59 am

—————————————————————–

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

October 6, 2014

—————————————————————–

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 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.

—————————————————————–

***Hear me talk about content marketing tomorrow night***

Tomorrow night I will be giving a talk in NJ on how writing great
copy can turn your next content marketing campaign from ho-hum
into a home run. Click here for details:

http://www.bly.com/CCMSW

—————————————————————–

***What word length is best for headlines?***

How many words in a headline? In headline tests conducted with
cooperation from a big department store, it was found that
headlines of 10 words or longer sold more goods than short
headlines. In terms of recall, headlines between 8 and 10 words
are most effective.

In mail order advertising, headlines between 6 and 12 words get
the most orders. On the average, long headlines sell more
merchandise than short ones.

Your headline should telegraph what you want to say — in simple
language. Readers do not stop to decipher the meanings of
obscure headlines.

Source: David Ogilvy, “Writing Ads That Sell,” The Copywriter’s
Roundtable, 4/14/14.

—————————————————————–

***3 steps to more persuasive writing***

According to top copywriters Mark Ford and Will Newman, you can
make your writing more persuasive when you follow these 3 simple
steps:

1–Begin with an emotionally compelling idea … one that
simultaneously feels both correct and insightful.

2–Express it clearly … if the reader cannot understand your
idea, he won’t believe it.

3–Be specific … state, demonstrate, and prove your compelling
idea with specific details.

This formula is so powerful and accurate, I believe virtually
all A-level copy follows it.

Source: “Persuasion: The Subtle Art of Getting What You Want,”
AWAI, 2014.

—————————————————————–

***5 “don’ts” for presenters***

The popular online lecture series TED offers these 5 common
speaking mistakes that you should avoid:

–Don’t use lots of unexplained technical jargon to make
yourself sound smart.

–Don’t refer to your book repeatedly.

–Don’t let everyone know how important you are.

–Don’t recite your talk from memory or sound as if you are.

–Don’t cram your slides with numerous text bullet points in
multiple fonts.

Source: Chris Anderson, “How to Give a Killer Presentation,”
Harvard Business Review, 6/13, p. 6.

—————————————————————–

***The secret to winning arguments: stop arguing***

There’s an old saying that’s very true: if you win the argument
you lose the sale. Yes, you feel passionately about your product
or service, and your potential customer has said something
completely ridiculous.

But, warns superstar entrepreneur Gurbaksh Chahal, it doesn’t
serve any useful purpose to get into an argument about it.
“Sometimes, I have to bite my tongue,” he says. “But, I never
lose my cool. I try to educate, I remain calm and never argue or
become controversial. Keep it light. Another approach is to move
on to discuss an area where you can agree on something.”

Source, Early to Rise, 4/17/14.

—————————————————————–

***5 great tips for handling customer complaints***

>> Provide FAQs: half of customer complaints are from confusion
and not an actual problem.

>> Listen to what the customer wants and not what you think they
should want.

>> Get your team working together: 80% of complaints are because
the original request was not dealt with adequately.

>> Fix the source: assign one person to uncover the root cause
of a common complaint.

>> Notify the customer when the problem has been resolved.

Source: QSCC, 4/15/14.

—————————————————————–

***Market yourself with article writing***

One effective and inexpensive way to get traffic and visibility
is to write articles for other people’s web sites.

Many web sites operate on a limited budget and appreciate
articles written by experts. You can offer to swap articles for
consideration. Many sites that accept articles will feature
“Submission Guidelines” somewhere within the site. If you can’t
locate guidelines, contact the site owner or editor and ask if
he or she is interested in reviewing your article for possible
inclusion.

There are also numerous content sites that allow you to post
articles that others can reprint on their web sites and in their
newsletters. This is a great opportunity to showcase your
business. Following are some of my favorite article content
sites:

www.ezinearticles.com

www.goarticles.com

www.articlesbase.com

A word of caution about article marketing: Ideally, you should
limit the number of times the same article appears online. If
it’s picked up by multiple websites, Google will not display all
instances of the article. For best results, modify parts of the
article and title when distributing to various websites.
Regardless, you will still gain great exposure by distributing
content when it is picked up across many sites.

Source: Stephanie Chandler, “Own Your Niche,” Authority
Publishing.

—————————————————————–

***Freelance copywriting: how many revisions should you make?***

Freelance copywriter Rich Armstrong has a policy for handling
client revisions which he got from John Nicksic. Richard
explains, “On the first draft, I give the client the copy he
needs. On the second draft, I give the client the copy he wants.
On the third draft, I give the client the copy he deserves.”

—————————————————————–

***Have a call to action in your “call to action”***

The call to action (CTA) is arguably the most important part of
your web page. Yet a shocking number of sites play hide-and-seek
with their call-to-action buttons, making them “blend in” with
the color scheme of the page or burying them so far down on the
page that the likelihood of a visitor scrolling that far is nil.

You can increase CTA response with copy that specifies what the
call to action is; e.g. Amazon gives visitors the option to “Add
to Cart” or “Add to Wishlist.” Good CTA copy has the instruction
(click here, download now), a description of the offer (free
report, free demo), and a benefit. For example, the main call to
action might say, “Download your FREE Selection Guide to saving
money now.”

Source: Tim Ash, Clickz, 4/15/14.

—————————————————————–

***Avoid clients who make you work hard to get them to hire you***

A warning sign that perhaps you should not take on a client is
when you have to work really hard to win the job. They make you
jump through all sorts of hoops. You have endless meetings. At
the end of all this, you are rewarded with a tiny job. Was it
really worth all that hard work for such a small paycheck?

Source: Matthew Parker, Printing Impressions, 3/14, p. 14.

—————————————————————–

***Quotations of the month***

“It’s a sad comment that because of the constant bombardment of
all things new, many have lost the ability to appreciate the
value of what is timeless.” –Penny Zibula

“People don’t want to hear the truth because they don’t want
their illusions destroyed.” –Frederick Nietzsche

“I try to deal with people the way that I would wish them to
deal with me and that means very often being blunt. Most people
don’t like when you tell the truth, because they don’t really
want to hear it.” –Harlan Ellison

—————————————————————–

***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.

9/5/2014

Get blog leads; using fear in copy; don’t follow your passion

Filed under: Newsletter Archive — site admin @ 10:34 am

—————————————————————–

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

September 1, 2014

—————————————————————–

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 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.

—————————————————————–

***3 ways to increase conversion on your blog***

1–Place an opt-in form at the top of your sidebar that
highlights your free content offer, and one at the end of your
posts–add “Like this post? You’ll love our free report.”

2–Add a graphic highlighting a free trial offer for your product
at the top of the sidebar and the end of the posts.

3–Have a contact form in your sidebar to inquire about your
services, and a graphic at the end of your posts that invites
visitors to find out how you can help them with the topic of the
post.

Source: “Optimizing Your Online Content for Conversion,”
Pinpointe.

—————————————————————–

***How to use fear in your marketing***

The two primary motivators of human behavior are (1) to gain
reward and (2) to avoid punishment. Naturally, both work well in
copy when rendered correctly.

According to Professor Kim Witte, to use fear effectively, your
copy must include 3 elements, in this order:

1–First, the threat has to be moderate or severe. Make it
significant and vivid.

2–Next, the reader has to feel he is personally at risk.

3–Third, the reader must believe that preventative action
implemented with your product or service is simple and easy.

Source: Copyblogger, 3/20/14.

—————————————————————–

***Follow your passion: not***

According to an article in Psychology Today, following your
passion when choosing a career or business often leads to the
poorhouse.

That’s because most people’s passions lie in mostly creative
outlets (e.g., writing), worthy causes (e.g., the environment),
entertainment (e.g., movies), or glitz (e.g., decorating).

As a result, the number of people pursuing these interests is
overwhelming, so many companies in these areas pay employees
poorly, and entrepreneurs in these niches are pressured to lower
prices because of too many competitors.

Source: Psychology Today, 8/14, 9. 46.

—————————————————————–

***Martin Edelston’s 4 secrets of outrageous business success***

According to my colleague Brian Kurtz, Boardroom founder Marty
Edelston had 4 core principles for business and life success:

1. He outworked everyone.

2. He had insatiable curiosity.

3. He surrounded himself with people smarter than himself
whenever and wherever possible.

4. He always thought about what he could do for you first.

—————————————————————–

***3 ways to get more clients with better follow-up***

Business coach Mara Glazer says everyone in a client-based
service business should spend 15 minutes a day doing the
following 3 activities:

1–Pick up the phone, and call someone you met at an event but
haven’t connected with offline quite yet.

2–Call an old lead that never turned into a client to see how
they are progressing (or not progressing) without you.

3–Call someone you maybe never met before but that you’ve
wanted to work with.

“I know for many it’s uncomfortable, but it works,” says Mara.
Her advice: Get comfortable with being uncomfortable, pick up
that phone, and finally follow-up so you can start watching your
client enrollment (and the number in your bank account) begin to
rise.

Source: Mara Glazer, Working Moms Only, 4/10/14.

—————————————————————–

***Get more attendees for your webinars***

Most of us promote our webinars heavily to our house e-lists,
but Rally Point Webinars suggest using 3 additional lists: lists
of affiliate partners, rented e-lists, and best of all, the
e-lists of the speakers you are featuring in your webinars.

If the webinar is a free event, point out to your speaker what a
great benefit it is to offer to her valued subscribers. If there
is a product up-sell or a fee for the event, give the speaker an
affiliate commission on all sales made.

Source: “How to Market Your Webinar,” Rally Point white paper,
p. 11.

—————————————————————–

***Print books are not dead — yet***

A study conducted at the University of Stavanger found that 10th
grade students had better comprehension when reading print books
than when reading books on a computer screen.

Researchers concluded that reading print texts improve
comprehension because of the greater ease of leafing back and
forth between different sections of the book.

Source: Galleycat, 8/12/14.

—————————————————————–

***The power of free***

It has been proven time and time again that the word “free”
turns more prospects into customers–for example, offering a free
bonus gift when the prospect buys. If you are building a list
or simply want a prospect to take a first action, offering a
valuable free report is often highly successful. Note: Dick
Benson wrote this in 1991 and it is every bit as true today.

Source: Richard Benson, “Secrets of Successful Direct Mail,”
Passport Books.

—————————————————————–

***My new “swipe file” of self-promotions for copywriters***

In my new e-book, “The Copywriter’s Self-Promotion Toolkit,” I
give you an exclusive swipe file of self-promotions from some of
today’s top freelance copywriters including Richard Armstrong,
Ed Gandia, Chris Marlow, Peter Bowerman, Gordon Graham, Denny
Hatch, and many, many more.

In this Toolkit you’ll find the web sites, brochures, sales
letters, lead magnets, ads, e-mails, press releases, case
studies, and other self-promotions these six-figure writers have
used to get all the clients and projects they need to stay busy
and profitable.

For more information or to download a 90-day risk-free preview
copy of “The Copywriter’s Self-Promotion Toolkit,” click here
now:

http://www.selfpromotion4freelancecopywriters.com

—————————————————————–

***The annual report on social media marketing — yours free!***

Michael Stelzner of Social Media Examiner recently released his
“2014 Social Media Marketing Industry Report.” To download a
free copy of Stelzner’s 50-page social media survey and report,
click here now:

http://www.socialmediaexaminer.com/report

This report has convinced even a social media skeptic like me
that I have to start paying more attention to social media — and
I am already profiting from doing so. Based on a survey of 3,000
marketers, the report gives you a big-picture, bird’s-eye view
of the growing effectiveness of social media marketing and how
marketers are using it to make more money.

—————————————————————–

***Book of the month***

I’ve written a book on how to create an annual marketing plan.
But consultant Mark Satterfield may have done me one better with
the weekly marketing plain described in his new book “The
One-Week Marketing Plan” (BenBella Books, 2014).

Mark’s new 303-page hardcover book lays out a step-by-step
marketing system you can put in place in just 5 days to get a
consistent stream of new business. The components of the
one-week plan include: choosing your niche market, creating a
free offer, drip marketing messages, traffic building, video
marketing, blogging, social media, and more. Click here to
order:

http://www.bly.com/OneWeekMktgPlan

—————————————————————–

***And another Book of the Month….***

I am also reading “Hormegeddon: How Too Much of a Good Thing
Leads to Disaster,” by Bill Bonner of Agora Publishing. It’s a
Malcolm Gladwell style think piece against collectivism. Most of
the text is devoted to showing that when collectives (large
groups) are formed to achieve a goal, they often or even usually
fail spectacularly–and why. Read this book, and the next time
you want to form or join a committee, you wisely won’t. I have
always loathed and avoided committees, and now thanks to Bill I
know why.

http://pro.bonnerandpartners.com/BBLHORMV2P/LBBLQ816

—————————————————————–

***Joke of the month***

Who is the smartest sister in the convent? Nun the wiser.

Note: Do you know any good engineer jokes? If so, please e-mail
them to me at rwbly@bly.com

—————————————————————–

***Quotation of the month***

“Do fewer things and do them well. Focus on the things only you
can do. Do the important things which must be done now.”
–Eric Barker

Source: Early to Rise, 4/10/14..

—————————————————————–

***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.

8/7/2014

How long should blog posts be?

Filed under: Newsletter Archive — site admin @ 11:13 am

—————————————————————–

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

August 7, 2014

—————————————————————–

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 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.

—————————————————————–

***Beware purchased e-mail lists***

If you get an offer in your e-mail to purchase an e-mail
marketing list for your next campaign, run, don’t walk.

It is rarely a good idea to send e-mail marketing messages to
purchased lists. You should only e-mail to legitimate opt-in
e-lists, meaning the people on the list have subscribed and
agreed to receive e-mail messages. And virtually 100% of the
time, opt-in e-lists are offered to marketers for rental only,
not purchase.

What’s the worst that could happen if you purchase an e-list?
When you send a campaign to e-mail addresses that either don’t
exist, or when a large percentage of recipients report your
e-mail as spam — because they have not opted in to get it — you
could lose access to your domain and your ISP could close your
account.

Bottom line: stick to lists that were generated using proper
permission-based sign-ups and rented from a real list broker.
You can find list brokers under the Mailing List category on my
site’s vendor page:

http://www.bly.com/newsite/Pages/vendors.php#MAILINGLISTS

Source: “20 Obvious and Not So Obvious E-Mail Marketing Mistakes
to Avoid,” Pinpoint.

—————————————————————–

***Stop making excuses***

One of my favorite quotations is from Ben Franklin, who said:
“People who are good at making excuses are seldom good at
anything else.”

Now business strategist Dan Waldschmidt offers these 6 tricks to
help you stop making excuses and forge a path to your goals:

1–Avoid the need to blame others for anything. Mean,
small-minded people know that they suck. That’s why they are so
cranky and eager to point out others’ mistakes.

2–Stop working on things that just don’t matter. Replace
trivial pursuits with activity toward your goal.

3–Refuse to wallow in self-doubt. You’re alive to succeed. Stop
comparing your current problems to your last 18 failures. They
are not the same.

4–Ask yourself, “What can I do better next time?” And then do
it next time.

5–Proactively take time to do things that fuel your passion.

6–Apologize to yourself and those around you for having a bad
attitude. When you start genuinely apologizing for being a bad
influence on those around you, you learn to stop whining and
start winning.

—————————————————————–

***How long should blog posts be?***

According to Andy Crestodino of Orbit Media Studios, the ideal
length for a blog post written specifically to optimize search
engine rankings is 1,500 words.

An analysis from serpIQ found that longer text correlated with
higher rankings. MOZ analyzed 3,800 posts on their own blog, and
the longer posts attracted more links.

“Longer pages generally attract more links and these links
support a higher rank,” writes Dany. His findings are in sharp
contrast to the 300 to 500 words I am given as the length
specification by potential clients who want blog posts written.

Source: http://www.orbitmedia.com/blog/ideal-blog-post-length

—————————————————————–

***The secret to happiness revealed at last***

According to top speaker Brian Tracy, the key to happiness is to
dedicate yourself to the development of your natural talents and
abilities by doing it to the best of your abilities. “You can be
happy only when you are living your life in the very best way
possible,” says Tracy.

Brian’s action steps for achieving happiness: (1) define the
activities you really love and enjoy, and (2) organize your life
so you do more of them.

Source: Brian Tracy’s Success Newsletter, 4/1/14.

—————————————————————–

***Best time of day to do your social media posts***

–Pinterest: On Saturday from 2 p.m.-4 p.m. and 8 p.m.-11 p.m.
–LinkedIn: 7 a.m.-8:30 a.m. and 5 p.m.-6 p.m.
–Google+: 9a.m.-11 a.m.
–Twitter: On weekends from 1 p.m.-3 p.m.
–Facebook: Weekdays 6 a.m.- 8 a.m. and 2 p.m.-5 p.m.
–Blog: Monday, Friday and Saturday at 11 a.m.

Disclaimer: This comes from Ragan; I have not tested it.

Source: Ragan PR Daily, 4/8/14.

—————————————————————–

***6 tips for boosting your personal productivity***

1–Do not multitask. Instead, focus on a single task for an
allotted amount of time.

2–If your job comes with constant interruptions that demand
your attention, take several deep breaths and then prioritize
them.

3–Resist the urge to answer the phone every time it rings –
unless it’s your boss.

4–If someone asks you to drop what you’re doing to help with a
problem, it’s OK to tell them, “I’ll be finished with what I’m
doing in 10 minutes, then I’m all yours.”

5–When you get “stuck” in a task, change your physical
environment to stimulate your senses. Get up, take a walk
outside, and look at the flowers and the birds. Change what
you’re seeing. Or turn on some relaxing music that makes you
feel happy.

6–Delegate. Have compassion for yourself and reach out for help.

Source: Dr. Romie Mushtaq, www.BrainBodyBeauty.com

—————————————————————–

***Copywriting with music***

I keep a boom box on the shelf in my office and have two
cabinets filled with CDs. Reason: ambient sound affects my mood
and energy — and could work for you too:

** When I am thinking through a difficult copywriting problem, I
work in silence.

** For sustained concentration and deep thinking — classical.

** When I need to boost my energy, I play jazz or rock.

** I also use jazz, rock, country, and even show tunes as
background noise to keep my mood up on lighter writing tasks
such as content.

Research indicates there may be a link between music and brain
function: In a study at the University of Toronto, young
children given weekly music lessons experienced a small but
measurable increase in IQ.

Source: New Jersey Family, March 2014, p. 24.

—————————————————————–

***Speakers: never tell your audience not to do this***

Don’t say to your audience, “You don’t need to write anything
down or take photos; the presentation will be online later.”

“For many people the act of writing is an easy way to memorize
something they’ve heard,” says MaryEllen Tribby. Her advice:
allow people to do whatever they want during your presentations.
“Personally I love when folks take photos; I often see them on
many different social media sites,” she adds.

Source: Working Moms Only, 4/14/14.

—————————————————————–

***A tip for self-publishers***

If you are self-publishing your book as an e-book, Outskirts
Press advises you also offer it as a paperbound book for these 4
reasons:

First, readers still love an old-fashioned read. For die-hard
book enthusiasts, there’s still nothing like a paperbound book.

Second, signed copies add value. An autographed hardcopy not
only makes a great keepsake for friends and family but it may
also be that extra push a stranger needs to make a purchase.

Third, you may not convince a news editor or a bookstore owner
to get on the computer to enter a promo code and download a
promotional copy, but you can usually get them to take a free
hardcopy from you.

If you can get a paper book into their hands right away, they’re
far more likely to review it, schedule an interview or put
copies of your book on the shelves.

Fourth, a paperbound book makes a better keepsake than a digital
edition. You probably would like your own archival copies,
right? Something in print is a nice, tangible backup to your
electronic book.

Tip: If you self-publish a Kindle e-book, use Amazon’s Create
Space feature to make it available as a print-on-demand (POD)
paperback.

Source: Outskirts Press Newsletter, 4/15/14.

—————————————————————–

***Book of the month***

I highly recommend “Change Your Words, Change Your Worth: How to
Get a Job, a Promotion, and More by Speaking and Writing
Effectively” by Patricia Blaine.

There’s nothing new here, but I recommend the book anyway.
Reason: many writing books, including mine, have lists and
tables of words, phrases, etc. And “Change Your Words” has more
complete lists and tables than those other writing books,
including mine — making it a valuable addition to your library
of writing books.

http://www.bly.com/ChangeYourWords

—————————————————————–

***Quotation of the month***

“Life is not a matter of holding good cards, but of playing a
poor hand well.” –Robert Louis Stevenson

Source: Steven Kayser, “The Greatest Words You’ve Never Heard,”
(Kayser Media Publishing, 2014), p. 167.

—————————————————————–

***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.

7/8/2014

Direct mail success tip; why PPC campaigns fail

Filed under: Newsletter Archive — site admin @ 6:55 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 7, 2014

—————————————————————–

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 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 little-known key to direct mail success***

Marketers argue over what aspect of direct mail — copy,
graphics, list, or offer — is most critical. But, according to
DM guru Craig Simpson, they often overlook another important
factor of DM success: choosing the right direct mail format for
your product and your market.

For example, if you are selling joint pain supplements, the most
successful type of format for that product category is the
magalog. But how can you find out the best format for your
product, offer, and market?

Find the biggest direct mail company in your niche and see what
they are mailing, advises Simpson. If you don’t know who the
biggest is, contact a list broker and ask. In financial
publishing, for instance, the biggest direct mailer is Agora, so
you should use the same formats they do.

It’s easy to get any company’s mailings: Just buy one of their
products and you will soon start getting most if not all their
mailings.

—————————————————————–

***6 ways to stop making excuses and go for your goals***

Business strategist Dan Waldschmidt offers 6 suggestions for
jumping off the excuse train and forging the path to your goals.

1…Don’t blame others for anything.

2…Stop working on things that just don’t matter.

3…Do not wallow in self-doubt.

4… Ask yourself, “What can I do better next time?” And then do
it next time.

5… Proactively take time to do things that fuel your passion.

6…Apologize to yourself and those around you for having a bad
attitude. Do this once or twice and you’ll snap out of your funk
pretty fast.

—————————————————————–

***Should you always write what you know?***

Not always, says author Beth Erickson, who suggests that you try
new markets, write whatever strikes your fancy, and if it makes
you more comfortable, use a pen name when experimenting with
subjects outside your primary focus.

I recommend an 80/20 ratio: Eighty percent of your writing
projects should be in familiar areas where you have skill,
expertise, and knowledge. Doing so ensures you are profitable on
a per-hour basis.

But 20% of your writing projects should be in new products, new
markets, new venues, or new forms. This keeps you fresh and
prevents you from getting bored.

I am probably more 90/10. But I would never be 100/0, for the
aforementioned risk of boredom and getting stale.

For instance, a writer whose work I admire, TB, writes
exclusively about the silver market.

Yes, he’s enviably efficient, productive, good, and respected.
But if I wrote about nothing but one subject 24/7, I would go
out of my skull.

Source: Writing Etc., 3/12/14.

—————————————————————–

***3 reasons why pay-per-click (PPC) ad campaigns fail***

1-Your target customers are not looking on search engines for
the types of products you sell.

2-The bid prices are so costly that PPC is too expensive for
your product category.

3-You do not properly manage the campaign or track its results.

Source: Entrepreneur, “Who Should Use PPC Advertising,” 3/11/14.

—————————————————————–

***Blogging for coaches and consultants made easy***

My colleague Brian Edmondson has released a short e-book
“Blogging for Coaches and Consultants Made Easy: How to Get More
Traffic, Build Your Platform, and Attract More Clients with a
Powerful Business Blog.”

Blogging is a popular content marketing channel for independent
professionals, and Brian’s book is excellent for those coaches
and consultants who either want to start blogging or generate
more tangible results from current blogging. Order on Amazon
here:

http://www.bly.com/BloggingForCoaches

—————————————————————–

***5 signs your web site needs work***

1–It has been 3 or more years since the last website overhaul,
so it isn’t built to accommodate new technologies including
mobile, 4G, oversize desktop monitors, tablets, and Windows 8.

2–Your web site isn’t responsive. If your website doesn’t
adjust to fit a plethora of different sized monitors and devices
you’re losing business.

3–Your web site has a splash page. Splash pages had a very
important role on the web during the late ’90s but it has been a
long time since anyone needed to be funneled between Netscape
and Internet Explorer in order to use and enjoy a website.

4–Your design looks outdated, using old-fashioned design
elements such as beveled edges, poorly thought-out gradients,
and animated gifs.

5–Your site is dependent on Flash, which had its day but
suffers from compatibility issues, search algorithm issues, and
long load times — making Flash more trouble than it’s worth.

Action step: Scrub your site of all signs of Flash and replace
it with newer JavaScript or HTML5 interactions/animations.

Source: One Up Web Blog, 3/13/14.

—————————————————————–

***4 ways to overcome writer’s block***

Direct marketing maven Ted Nicholas offers these 4 tips for
overcoming writer’s block:

>> Do a non-writing activity so you have a clear mind for
creative purposes.

>> Never write when you’re tired.

>> Never write when you’re busy. Says Ted: “I don’t think anyone
can write well when watching the clock.”

>> Don’t write in bits and pieces. Once you’ve turned on your
creative energy, you need to keep it flowing. “I don’t stop
until I complete a draft,” says Ted. “I try not to stop even for
meals.”

Full disclosure: I am in total disagreement with the last tip,
as was the late Gene Schwartz. But Ted is one of the greats, so
I include it for your consideration.

I prefer to work on a job in one-hour increments until I tire of
writing that piece. I then put that project aside and
immediately turn to another one. I also find it energizing to
alternative between short writing projects — like this
e-newsletter — and long projects like half-hour-long video sales
letters.

Source: Today@TargetMarketing, 4/18/14.

—————————————————————–

***An easy way to increase your speaking profits: sell
workbooks***

Creating and selling a workbook — either at the back of the room
in public seminars, or up-front to the corporate client for
onsite training … is a great way to increase your speaking or
training fee.

Workbooks are easier to write than books because there is less
content and more white space. For workshops, workbooks add
tremendous value for participants while also making your job as
workshop leader easier.

What to include in your workbooks: Supporting text to explain
exercises … fill in the blanks … easy questions … worksheets …
spreadsheets … thoughtful discussion questions that the reader
can answer … plenty of white space for writing.

Source: Stephanie Chandler, “The Notification Book Marketing
Plan,” Authority Publishing

—————————————————————–

***4 tips for designing e-mails for mobile devices***

1–Narrow the width of your e-mails to between 500 and 550 pixels
so mobile users don’t have to scroll left to right to read them.

2–Make body copy 13 points or larger so your e-mails will be
readable when the user’s mobile device resizes them.

3–Don’t include large pictures at the top of your e-mails,
because they push your content and messaging down.

4–Include extra space around buttons so it is easy for a fat
finger to click on it, and don’t clump too many links together
for the same reason.

Source: Reggie Brady, Target Marketing, 5/14, p. 10.

—————————————————————–

***Book of the month***

If you are an entrepreneur or would like to be, read Anthony
Hilb’s terrific little book, “Make Money with a Microbusiness.”
In it, you will discover:

** The power of microbusinesses explained — page 15.
** How your social life impacts your business success — page 31.
** Managing your time and work opportunities — page 37.
** The dangers of overextending yourself — page 45.
** A variety of businesses you can start today starting on page 57.
** How to evolve your business with technology rather than going
out of business as a result of rapidly changing technology — page 65.
** How to find more customers — page 99.

“A microbusiness is arguably one of the most flexible and
friendly business models,” says Hilb. “Owning a microbusiness can
be a full-time job, part-time job, or even work performed just a
few times a year. Many individuals have halted their full-time
job search when their microbusiness quickly became successful.”

Plus, starting a business at the micro level is often a great
way to start in the business world for those who do not have any
business experience. And, microbusiness often requires little to
no startup capital. For more information or to order, click here
now:

http://www.bly.com/MakeMoneyMicrobusiness

—————————————————————–

***Quotation of the month***

“There is no teaching to compare with example.”
–Sir Robert Baden Powell

—————————————————————–

***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.

6/2/2014

Increasing survey response; marketing with apps; using hashtags

Filed under: Newsletter Archive — site admin @ 12:08 pm

—————————————————————–

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, 2014

—————————————————————–

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 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.

—————————————————————–

***Apps: the next big thing in marketing?***

Many marketers are asking themselves whether they should build
an app. Jonathan Garner of CrowdCompass says they should.
Reason: 64% of app users say they view brands with apps more
favorably. And it’s a great way to engage your customers through
mobile.

—————————————————————–

***An easy way to increase survey response***

To increase survey completion, tell the recipient why the
company wants the feedback, how it will be used, and how long
the survey will take to finish. Intuit found that setting
expectations about survey length increase response rates almost
10%.

Source: Forrester white paper, “Top 10 Ways to Improve Digital
Experiences,” 7/31/12.

—————————————————————–

***The most important success secret in the world***

The most important success secret in the world is that you can
make a great living and live a happy life by doing something you
are good at and passionate about.

Says psychologist Dr. Richard Reichel: “No one is good at
everything, but everyone is good at something. In order to get
what you want in life, you simply need to do what you’re good
at.”

—————————————————————–

***Free shipping increases online sales–sometimes***

According to David Bell of the Wharton School, free shipping
offers can be more compelling than price discounts for online
shoppers. He says a free shipping offer that saves a customer
$6.99 is more appealing to many than a discount that cuts the
purchase by $10.

So it may be worth an A/B split test of percentage discounts vs.
free shipping offers. Macy’s offers free shipping every day for
orders over $99.

In my info marketing business, however, I find customers more
willing to buy something for “$29 plus $5.95 shipping and
handling” than “$34.95.” They respond better to a lower base
price and seem insensitive to the extra charge for shipping.

Source: Copy Blogger, 3/4/14.

—————————————————————–

***Brendon Burchard’s 5 steps to gaining greater confidence***

1–Decide to have it. Make it an intention. You don’t need to
achieve anything more, you simply need to decide to feel and
generate confidence on a more consistent and conscious basis.

2–Live with integrity for who you are and what you believe.
When you are being fully alive and authentic and true to
yourself, you feel confident.

3–Get more competent. Go gather more knowledge, skill, and
abilities in the areas that you are passionate about and need to
perform well in. More competence = more confidence.

4–Get momentum. Take more action. Life isn’t about perfection
it’s about progress. The more action you take the more progress
you’ll sense and the more confident you’ll feel that you are on
path.

5–Surround yourself with positive, supportive people. If you
don’t have a supportive community, go create one. No excuses. A
positive peer set will help you feel more confident.

Comment: IMHO, this simple little post from Burchard, whom I
don’t know personally, is 100% accurate, incredibly practical,
and amazingly profound.

—————————————————————–

***A clever direct mail gimmick that can get your DM opened***

Want your direct mail piece to stand out in the recipient’s
mailbox? Test using a stamp vs. an indicia or meter.

“Consumers can tell when something has been mass-mailed,” says
Sarah Schupp, UniversityParent. “If you make the envelope look
like it came from a person rather than a machine, then the piece
will more likely get opened. Try using stamps instead of metered
mail, and use a font that looks like handwriting instead of
typed text.”

Source: Today@TargetMarketing, 3/4/14.

—————————————————————–

***4 tips for raising money with crowdfunding***

If you have a project idea and want to try financing it with
crowdfunding, here are some tips to making it happen:

1–Set a goal. Decide how much money you’ll need to raise and
how you want to raise the funds.

2–Tell people your story and why they should consider funding
your campaign.

3–Offer incentives to contribute; e.g., a woman offered guitar
lessons for a certain contribution level.

4–Don’t give up. Many crowdfunding campaigns do not reach
their goal the first time around. But if there is enough
interest, getting there the second time is much easier.

Source: Jim Daniels, Biz Web E-Gazette, 3/7/14.

—————————————————————–

***What are hashtags for?***

In 2009, Twitter updated its system to make #hashtags clickable,
returning a search for all tweets containing the term. Today
hashtags connect conversations on Twitter, Facebook, Tumblr,
Instagram, Google+, and Pinterest.

“Hashtags present a fantastic opportunity for content marketers
to identify social media conversations relevant to their
business and get their content in front of the right people,”
writes content marketing expert Jonathan Crossfield.

Crossfield advises you to always check the hashtag first to see
how much activity it receives, the sorts of content people
share, and how well such content is received. Not every
conversation is welcoming to marketers. Is brand content shared
or ignored? Or criticized? It’s advisable to only use a couple
of hashtags in a post, so choose wisely.

Source: Content Marketing Institute, 3/7/14.

—————————————————————–

***Why direct marketers know more than social media gurus***

My experience is that experienced direct marketers simply know
more about marketing than younger marketers, especially those
focusing on social media. And according to Brian Kurtz,
Executive VP of Boardroom, the reason why is: money.

“Paying for marketing makes better marketers, because
consequences are great teachers,” Brian explains. “It’s great
that some forms of digital marketing, like e-mail and social,
have costs so intangible they don’t appear on the balance sheet.

“But marketing in a channel that you do pay for, where every
message and every address adds to the cost and odds against
success, makes you a better marketer. It forces you to push your
offers, focus your list, hone your copy, and test until the
campaign is perfect before you commit your full budget.”

Source: Today@TargetMarketing.com

—————————————————————–

***Unbeatable 1-2 punch in multichannel marketing***

If you’re only going to use two marketing channels in your next
marketing campaign, combining e-mail with direct mail would be a
smart choice, says Daniel Flamberg.

According to Daniel, a Harvard Business Review blog told of a
retailer’s promotion targeting 105,000 loyalty card customers.
Those who received both postal and e-mail had the highest
response rates and average orders, yielding the most dollars per
name mailed. For every e-mail sale, the retailer also got 3
in-store sales.

Source: The Magill Report, 3/11/14.

—————————————————————–

***Get “lost” customers back before they leave you***

Back in the day, subscription marketers, mainly magazine
publishers, would send “expire” letters to customers who did not
renew their subscriptions after receiving a series of renewal
notices.

Likewise, online customers who haven’t ordered in 2 to 3 months
should get the e-mail equivalent of an expire letter, advises
Loren McDonald of Silverpop. The objective of these e-mails is
to get attention and regain engagement. The messages can focus
on surveys, special offers, “best of” offers, or new content.

Source: Silverpop Tip Sheet, “Top 10 Tips for 2014.”

—————————————————————–

***5 situations where you should consider walking away from a
potential new client***

1–The turnaround time is incredibly tight. Asking a lot of
questions when you see a crazy deadline can help you make a
better decision about taking the risk. Example: if it is due
Friday, ask what would happen if they got it the following week
instead.

2–The client is talking to a lot of other vendors. Although
there are exceptions, as in the case of government contracts, a
good rule of thumb is that a client looking at more than three
vendors is probably price shopping. Run, don’t walk.

3–The client contact is tentative and inexperienced. Solution:
Get a conversation with the most senior decision-maker from the
client’s team as early as you can.

4–The budget is ridiculously low or ridiculously high.
Unrealistic expectations are usually behind this situation.

5–If there is no budget, that is a red flag. Perhaps these are
people who haven’t thought out what copy costs and should be
educated before seeking proposals.

Source: Based on article in PR Daily Extra, 3/12/14.

—————————————————————–

***Good writing: Faulkner vs. Hemingway***

William Faulkner once made fun of Hemingway for not using lots
of big words in print. Said Hemingway in reply:

“Poor Faulkner. Does he really think big emotions come from big
words? He thinks I don’t know the ten-dollar words. I know them
all right. But there are older and simpler and better words, and
those are the ones I use.”

Source: The Copywriter’s Roundtable, 3/13/14.

—————————————————————–

***Book of the month***

Top direct mail consultant Craig Simpson has written with Dan
Kennedy an unusual book on direct mail, “The Direct Mail
Solution” (Entrepreneur). I say unusual because while most books
on DM focus on copy, design, and offer, Craig’s book focuses on
his areas of expertise, which are strategy, lists, production,
testing, and tracking of results. You can order your copy of
this valuable book on Amazon:

http://www.bly.com/TheDMSolution

—————————————————————–

***Quotation of the month***

“Life goes on. No one gets reversal. Take life as it comes.”
–Soundtrack for the motion picture “Curly Sue,” sung by Ringo
Starr

—————————————————————–

***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.

5/6/2014

Ideal copy length; shocking truth about branding

Filed under: Newsletter Archive — site admin @ 3:10 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 1, 2014

—————————————————————–

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 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 upcoming speaking engagement***

I’ll be giving a workshop on writing copy for
business-to-business lead generation at AWAI’s 2014 B2B
Copywriting Intensive in Phoenix, Arizona, June 1 – 4, 2014. In
my session, you will discover:

>> The 10 commandments of winning B2B lead generation marketing
campaigns.
>> Does direct mail still work like gangbusters in generating B2B
sales leads?
>> 6 steps to creating irresistible business-to-business offers.
>> 10 ways to make yourself indispensable to your B2B copywriting
clients.
>> The secret to doubling your response rates with free content
offers.

For more information on the AWAI B2B Copywriting Intensive, click
here now:

http://www.awaionline.com/bly/b2bintensive

—————————————————————–

***What works best in driving traffic – short copy or long copy?***

When using direct mail to drive traffic to a web site or URL,
short copy works better than long copy. That’s the finding of DM
expert Craig Simpson, who sends out at least 100 mailings a year
that drive prospects online.

Craig reports best results for driving web traffic are generated
with postcards, tear sheets, small self-mailers, and check
letters. Avoid using magalogs, long-copy DM packages, and
digests; you don’t need a 12-page sales letter to drive prospects
online for a free report.

“You have to make sure the length of your copy matches your call
to action,” says Craig. “So, a long sales letter is not necessary
for driving prospects online. The cost to mail out a long-form
sales piece usually outweighs the return when you are driving
prospects online.”

—————————————————————–

***Importance of branding is vastly overstated***

Big consumer products companies and Madison Avenue ad agencies
are obsessed with branding. But a new study from Duke University
shows that, surprisingly (at least to me), consumers shopping
online are not influenced much by brands.

According to the Duke survey of online shoppers, 16.8% are
looking for a low price vs. only 6.6% care about the brand.
Quality is the most important factor in online product selection,
cited by 31.0% of those surveyed. Also important: service (17.9%)
and trust (18.7%).

Source: eMarketer, 3/4/14.

—————————————————————–

***Online ads and landing pages should use similar wording***

Check the bounce rates on the landing pages you’d like to
generate more business. If they’re too high and conversions are
too low, you may have a message match problem.

To know for sure, look at the ads pointing to that page that
receive the highest click through rates. Does your page use
similar language to what’s in the ad? Do the images in display
ads re-appear on the landing page? If you miss the mark on this,
your landing pages are destined to fail.

Reason: 9 times out of 10, messages in the ad don’t correspond
directly to what’s on the page.

The ad images differ from primary landing page images. Ad
headlines don’t correspond to landing page headlines and the
page, generally speaking, is not what the user expected when they
clicked the ad.

Editor’s note: I call this correspondence “online copy
continuity.” Simply put, if your online ad headline says “Make
Money as a Nanny,” the landing page the respondent arrives on
should have the same headline.

Source: http://conversionxl.com/landing-page-optimization

—————————————————————–

***The awful truth about web pages with rotating banners***

Using rotating banners on your home page? Don’t: Research shows
that rotating banners, while aesthetically pleasing to the viewer, are less
effective than a standard, static home page with fixed copy the user
can read at a glance, and not wait for it to be gradually revealed as the
banner rotates.

Reason: People get impatient and click away. The key message has
to be instantly displayed at a glance. See this article on why
rotating banners don’t work.

Source:

http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad

—————————————————————–

***Bob’s new book—just published!***

My 83rd book, “87 Secrets of Outrageous Business Success: How to
Reach Your Goals and Have Fun Doing It,” has just been published
by Morgan James.

In it, you’ll find 87 of my most popular weekly e-mail essays
never before collected in book form. Including:

** What’s working in direct mail today – page 35.

** Avoid these hidden dangers of working a 9 to 5 job – page 152.

** 38 great headlines for your copy swipe file – page 88.

** 7 ways to ask for and get higher prices and fees – page 92.

** The 5 mistakes I wish I hadn’t made in my business, career,
and life – page 239.

** And more….

For more information or to order on Amazon , click here now:

http://www.bly.com/87Secrets

—————————————————————–

***5 tips for getting past tough times***

Speaker Shawn Anderson says that extra-mile people who transition
positively through life’s toughest moments practice at least one
of these five regrouping strategies:

1. They don’t quit on life. Huge mistakes might have been made,
but the world continues. People who have walked successfully over
life’s hot-coal moments always keep going.

2. They live day-by-day, focusing on the now. They don’t let
thoughts of how they’re going to deal with tomorrow defeat them.

3. They find support. By forging relationships with positive,
move-forward type people, survivors trigger positive energy to
flow back into their lives.

4. They get involved again. Extra-mile people transcend life’s
tragedies by not choosing isolation when life knocks them down.

5. They remain optimistic. They don’t let negative self-talk rule
their brains, and they make sure not to surrender to negative,
self-defeating emotions.

—————————————————————–

***How to write the close of your online videos***

At the end of the video, embed a call to action to a landing page
or other resource. Ask your viewers to do something: watch the
next video, download a white paper, attend a webinar, or learn
more. Thinking about a call to action will also get you in the
frame of mind to consider how any one video is integrated into
and complements your overall marketing mix.

Source: Marketing Maven, 2/27/14.

—————————————————————–

***Easy way to increase e-mail deliverability****

If you are an e-mail marketer, and people on your e-list are not
getting your e-mails, one reason may be that they have set their
spam filters, firewalls, or browser security too high. The
solution: advise your subscribers to use a different browser –
one you know works better – or to lower their security settings.

—————————————————————–

***The power of negative thinking***

In his book “Breakthrough Copywriting,” copywriting ace David
Garfinkel teaches a persuasion principle he calls “negative
optism,” which he defines as “the optimal use of negative
thinking in your copy.”

Here are the steps to writing copy based on negative optism:

1–Acknowledge the negative thoughts and emotions the prospect
may be thinking or feeling; e.g., “You think you got problems.
I’m sure you do. We all have problems. I remember …”

2–Validate these negatives by talking about your own experience
or about someone else’s experience. Talk about how hopeless and
overwhelmed you felt.

Note: If you can’t talk about it from your own personal
experience, don’t make something up. Find someone who had this
experience, understand what it was, and talk about it from their
point of view.

3–Reveal that you found a solution and then transition by
promising to share your solution with your prospect.

To order “Breakthrough Copywriting” on Amazon, just click here
now:

http://www.bly.com/BreakthroughCopywriting

—————————————————————–

***Book of the month***

Veteran marketer Robert Skrob has written a useful book on a
topic I have not seen covered in a book before: marketing your
small business through joint ventures with associations whose
members are your target audience. It’s full of innovative and
actionable tips. And you’ll like that you can get this paperback
free by clicking here now:

http://yourassociationshortcut.com/free-book

—————————————————————–

***Quotation of the month***

“Entrepreneurs are among the most optimistic people you’ll ever
meet. They have a can-do attitude, a strong desire to succeed,
and an incredible work ethic – willing to do anything to build a
business that supports their dream lifestyle.”
–Jim Palmer

—————————————————————–

***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

—————————————————————–

4/3/2014

Is fear getting in the way of your success?

Filed under: Newsletter Archive — site admin @ 11:38 am

Subject: Is fear getting in the way of your success?

—————————————————————–

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

April 3, 2014

—————————————————————–

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 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 fear getting in the way of your success?***

According to speaker Brian Tracy, the greatest obstacle to
success in adult life is the fear of failure. He says, “Taken to
its extreme, we become totally pre-occupied with not making a
mistake and seeking security above all other considerations.”

He says more than 99% of adults experience fear of failure,
and that the antidote to fear is the development of courage,
character and self-esteem. The opposite of fear is actually
self-love and self-respect. “Acting with courage in a fearful
situation is simply a technique that boosts our regard for
ourselves to such a degree that our fears subside and lose their
ability to affect our behavior and our decisions,” says Tracy.

—————————————————————–

***How to make your app make money***

Much like Facebook pages, mobile apps are often created just for
the sake of creating them. Make sure your app has clear business
objectives, but most importantly, there is a sufficiently
compelling reason for the audience to download, install, and
then actually use the app.

Even if you create a killer app, more often than not it will
fail if you don’t have a marketing plan. That’s because the huge
volume of apps out there means that most apps never get found in
the first place once they are available in the major app stores.
Make sure you have worked out how your audience will find your
app and once they have found it, that it’s clearly communicated
why they should install and use it.

Source: Today@TargetMarketing, 2/18/14.

—————————————————————–

***Simple trick makes it easier for folks to watch your online
videos***

My subscriber Al Colon recommends using the SSL (https:)
protocol in the links to your videos hosted on YouTube. Reason:
it gets through the proxy servers maintained by larger
companies, making it easier for corporate visitors to watch your
online video.

—————————————————————–

***Book of the month***

Jim Blasingame, host of a syndicated radios how on small
business, has written a worthwhile book, “The Age of the
Customer: Prepare for the Moment of Relevance” (SBN Books).

While the marketplace shift from the seller to the buyer being
in charge is not a new idea, Jim’s analysis of the shift is
insightful and his tips for surviving and thriving in the Age of
the Customer are practical and actionable. Order the book today
on Amazon:

http://www.bly.com/AgeOfTheCustomer

—————————————————————–

***How to stand out at networking events***

If you belong to a group or organization for the networking,
consider becoming an officer of the group.

For decades I have advised businesspeople that, if they are
going to network in a group or organization, the worst way is to
attend as an ordinary member. A much better strategy is to boost
your visibility by volunteering to be an officer of the group or
head a committee.

Marketing consultant Sandra Lee Schubert agrees. “If you belong
to a group or organization, consider joining the leadership
team,” she advises. Spearhead a committee, plan an event, donate
your products, or volunteer your specialty services and time.

Be of service in the group, even if it means making the coffee
or staffing the registration table. But be ready to step into a
leadership position.

The more you get involved, the more impact you will make in the
lives and business of others. The more you create stronger
relationships, the more people get to know you and your
business.

“Be the go to person for future business, by being the person
your groups can count on. It also looks good on a resume,”
Schubert advises.

—————————————————————–

***A smart way to keep in touch with people***

I keep in touch with clients by mailing or e-mailing them
articles. But people love video today. Sales trainer Flyn
Penoyer has a more modern approach than I do: He finds either
relevant or entertaining videos on YouTube, and e-mails people a
link. He says that you can search YouTube and find a video on
almost any subject you wish.

BTW, Flyn is a top LinkedIn expert, and you can subscribe to his
LinkedIn tips here:

http://tinyurl.com/FlynsLITips

—————————————————————–

***Tips for making webinars work***

>> Do not exceed the advertised webinar length. People have
schedules and want everything covered in the time you promised.

>> Allow time for Q&A. For a 60-minute webinar, the most popular
length, the presentation should be 45 to 50 minutes with a 10 to
15 minute Q&A. If you run out of questions before the allotted
time expires, don’t be afraid to finish early. Your audience
will not think less of you.

>> Don’t start more than 2 to 3 minutes after the hour. Doing so
abuses the time of those who are waiting.

>> Ensure that recordings of the webinar are available within 48
hours of the live event. Notify all registrants, not just those
who missed the webinar, that the recording is available on
demand and include the link.

>> Start promoting the event earlier than a week prior to the
date. While two third of registrants will register the week of
the webinar, a third will register earlier.

Source: White Paper, “10 Common Webinar Mistakes,” DN24.

—————————————————————–

***Which of these 4 social networks should you be using?***

Alex Hinojosa of EMSI Public Relations gives his rundown on
the advantages and disadvantages of the four most popular
platforms:

** Facebook: This works best if you’re an individual
interacting on a personal level, as opposed to a business.
Artists, authors, public speakers and certain other
professionals may benefit from having potential customers get to
know them on a more personal basis.

** Twitter: Posts are limited to 140 characters – about the length
of a headline – and can include a photo or link to a website. People
use it primarily as a source of news, which makes it easy to interact
with people you don’t know.

** LinkedIn: The social network for professionals is a good place
to find and meet people within and outside your industry. The
background information on your profile page provides great fodder
for finding common ground with strangers and building relationships.

** Google+: The Google search engine favors anything posted on
Google+, which is great for SEO. It also combines the best features
of Facebook and Twitter, including photo sharing and categorizing
content using hashtags (#).

—————————————————————–

***Hire a copywriter or write it yourself?***

According to top copywriter John Carlton, when it comes to
hiring a freelance copywriter, you have decided that either your
own copywriting skills are not up to the task, or you should
hire a pro because it will save you time and get better results
– assuming you can afford it.

“There’s a cost to everything, which includes both the dollars
involved, and your time and invested energy, all balanced
against the odds of success,” says John.

“If you save time doing certain things yourself, and the results
are abysmal, how much have you really saved?” John sensibly
asks. “Or, if you write a check that makes your hand shake to a
top copywriter who produces something that opens the wealth
spigot on your head, how much did that writer ‘cost’ you?”

—————————————————————–

***10 steps to picking the right niche market***

Of everything I have written in the past few years, the one that
is most requested is “How to Find Your Niche in Life,” which
shows you how to pinpoint your ideal niche for info marketing,
freelance copywriting, or whatever it is you do by asking – and
answering – just 10 simple questions.

Now you can find these short but invaluable niche selection
guidelines starting on page 158 of my new book “Don’t Wear a
Cowboy Hat Unless You are a Cowboy” (CTC Publishing, 2014),
available on Amazon as a Kindle e-book or paperback. Click here
to order:

http://www.bly.com/KindleCowboy

—————————————————————–

***Quotation of the month***

“It is sad that so many young people think older people are ‘out
of it’ and just don’t know the score. What they forget is that
while times and styles and methods of communication change,
human nature stays pretty constant. The same emotions that drove
our grandparents still drive our grandchildren.”
–Marte Cliff, 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.

—————————————————————–

 

 

3/3/2014

An easy way to “pretest” info product ideas

Filed under: Newsletter Archive — site admin @ 5:48 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 3, 2014

—————————————————————–

You are getting this e-mail because you subscribed to it on
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 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.

—————————————————————–

***2 ways to pretest info products***

I am often asked, “How can I pretest an idea for an info product
before creating the product?”

Terry Dean, the dean of Internet marketing, suggests the
following two methods:

1-Run a free webinar where you share the basics of the subject.
If you have trouble getting people on the free webinar, change
direction. It’s not enticing.

2-At the end of the webinar you offer a paid “group class” where
you teach the course. If you have trouble selling the course,
change the subject. They won’t buy an info product on it.

Source: Terry Dean e-newsletter, 2/12/14.

—————————————————————–

***7 tips for marketing with LinkedIn***

A few weeks ago sales guru Flyn Penoyer gave a great webinar
exclusively for my subscribers on “7 ways to market more
effectively with LinkedIn.” One of his tips: offer some free
content right up front in your LinkedIn profile.

To find out why this works, and get 6 other nifty LinkedIn
marketing tactics, watch the LinkedIn webinar reply free here:

http://tinyurl.com/7-secrets-bly

—————————————————————–

***Look to accomplish some big goals in 2014***

If making more money while still maintaining a schedule that
works for you is one of your goals then this is your year,
because the “Inbox magazine business model” can help you reach
that goal.

Marketing superstar Mary Ellen Tribby says this business model
is 500% more profitable than blogging, easy to implement, can be
run from your laptop from anywhere in the world, and can be
built around any subject you are passionate about or have
experience in. Go here to find out more:

https://tribby.infusionsoft.com/go/METWeb/rwbly

—————————————————————–

***Book of the month***

Marketing expert Stuart Atkins has written a useful short book
on marketing for small businesses, aptly titled “Small Business
Marketing: A Guide for Survival, Growth, and Success.”

I especially like chapter 6 which gives a clear and simple
explanation of SWOT (strength, weakness, opportunity, threat)
analysis. If you don’t know how to do SWOT analysis, you must
get and read this book, and start with this chapter. Order from
Amazon today:

www.bly.com/SmallBusinessMktg

—————————————————————–

***Lose the jargon***

Stop using all the same buzzwords as your competitors – “fully
leverage,” “fully optimize,” “most comprehensive,” “drives
maximum efficiency,” “seamlessly integrated,”
“mission-critical,” “innovative,” etc.

Think about explaining your product or service to your 80-year-old
grandma, and then use those same words in your marketing.
Does she know what “fully leverage big data” means? Probably
not. Reduce the noise around your core value proposition and
make it simple and clear what your one special thing is – without
using jargon as a communications crutch.

Source: Brian Ladyman, Today@TargetMarketing, 2/5/14.

—————————————————————–

***Sensible web site design suggestions***

Use a web site layout that enhances exploring. Try to keep your
page content in a proper narrative and progressive order. Use a
simple vertical design for easy visual eye movement and flow.

You may want to start with a good eye-catching headline and a
simple description above the fold. Then, tell the visitor about
your best features, show your clients’ stories, list people who
are using your services or products.

Divide your content into parts, but make sure there is a clear
connection between them. This way your visitors can read it like
a real story, with no pause or break.

Also remember to have a good visual balance, both horizontally
and vertically. Let your readers’ eyes smoothly move from left
to right. If one section is left-hand heavy, make the other one
right-hand focused, and vice versa.

Source: Copyblogger, 2/6/14.

—————————————————————–

***Licensing: an easy way to get info products to sell online***

For many aspiring information marketers, the barrier to making
money is creating info products. Now you can skip that step by
licensing one of the best-selling info products I have produced
with Fred Gleeck.

With licensing, you pay us no commission. You keep 100% of the
revenue from every sale you make. And you avoid the onerous task
of writing a 15,000-word e-book or recording a 3-4 hour audio or
video product.

Licensing is a smart, convenient way to sidestep the chore of
creating an info product and can get you up and selling online
much faster. For details, click here now:

www.fredandboblicenses.com

—————————————————————–

***Short subject lines work best***

Web specialist John Childes advises you to make the subject line
interesting, but to keep it short. Otherwise, you run the risk
of the subject getting cut off in the inbox (especially on
mobile devices) or losing the attention of the recipient after
about 20 or 30 characters. “There just isn’t enough space or
long enough attention span for long subject lines,” he says.

Source: Write Now, 2/12/14.

—————————————————————–

***The bad news about HTML e-mail***

Why do I use text e-mail instead of HTML? Because most HTML
features that have been added in the past decade are supported
only on a limited basis by most e-mail clients.

Outlook, Gmail, Hotmail, and Yahoo are severely restricted in
the HTML code they support and display correctly. Microsoft
Outlook 2007 supports only 40% of HTML codes. Gmail supports
just 45% of HTML codes.

Worse, 4 out of 5 HTML e-mails do not contain correct,
compliant, valid HTML code. This can cause the e-mail not to
display properly or even become undeliverable.

HTML e-mail design should be kept simple. Extraneous images,
overly complex graphics, too many graphics, rich media, and
table layouts all bloat the size of your e-mail and increase the
chance of making mistakes in your HTML code, which can trigger
spam filters.

Source: HTML Marketing Guide, Pinpointe.

—————————————————————–

***Should you have video on your web site or landing pages?***

It depends. First, can your target market even watch video
online? Your prospect’s immediate circumstances may dictate that
video isn’t the optimal communication method.

For instance, if they work in a quiet office or are around noisy
children, videos may be forbidden or difficult to watch. Age,
poor Internet connection, or outdated computer hardware may
also impede on your prospect’s ability to click play.

Will video enhance the online experience? What can video do that
text and images can’t? If you can’t answer this, wait to make
your video.

On the other hand, if what you sell is difficult to understand,
requires demonstration, or needs a little extra push so your
target market “gets it,” video is an avenue worth exploring.

Source: http://conversionxl.com/landing-page-optimization

—————————————————————–

***Best font for landing page headlines***

According to Ryan Deiss, the best font for landing page
headlines is Tahoma Red 36 point. “This font just seems to work
great in headlines, partly because its san serif and partly
because it scrunches up more than a font like Arial, fitting
more words per line,” he says, adding that red 36-point Tahoma
outperforms all other fonts, increasing conversions by 17%. San
serif fonts like Tahoma can give your headline a boost. Adding a
drop shadow to your red Tahoma font can give you another 5%
boost.

Source: www.digitalmarketer.com/split-tests-that-boost-conversions

—————————————————————–

***Making cold calling work***

There will be times when you will be the one making the cold
call. You may be calling to discuss an affiliate arrangement,
check out a reference, or other business not related to selling.

While you won’t be selling anything, you will be screened as if
you were. Your call will be much more likely to be put through
if you give your company and your name and title and state the
reason for your call and add, “Please tell her that this is not
a sales call.” But say this only if it is 100% true.

Source: Michael Dalton Johnson, Coffee With the Dog, 2/13/14.

—————————————————————–

***Does the client have the budget to hire you?

“When talking with a prospect, ask them if they have a budget in
mind for the project,” says copywriter Charlotte Crockett.
Often, copywriters will wait until their formal proposal to give
any indication of their fees. If the prospect’s expectation is
$100 and your fee is $2,500, it’s highly unlikely you’ll get
hired. It’s much better to know that before you spend a lot of
time preparing a proposal.

Source: AWAI B2B Success, 2/13/14.

—————————————————————–

***Quotation of the month***

“Whatever you write, you are selling – selling the reader on
continuing on to the next word, the next sentence, and the next
paragraph right to the end. Write one tedious, unclear paragraph
and your reader is gone. This is especially true in the digital
world, where we are all one mouse-click away from oblivion.”
–Dennison Hatch

—————————————————————–

***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 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 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.

—————————————————————–

2/3/2014

Get more business through LinkedIn

Filed under: Newsletter Archive — site admin @ 11:51 am

—————————————————————–

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

February 3, 2014

—————————————————————–

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 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.

—————————————————————–

***New information marketing membership site***

Last month Fred Gleeck and I launched Info Product Central, a
membership site on information marketing.

People always ask us how they can access our webinars … speeches
… radio interviews … special reports … e-books … seminars …
videos … and other content on information marketing.

You can do it at Info Product Central for as little as 57 cents
a day! And after 10 days, if you aren’t 100% satisfied, let us
know and we’ll refund your money. That way, you risk nothing.

Take a look at Info Product Central here:

http://www.infoproductcentral.com

—————————————————————–

***A collection of my online rants in Kindle and paperback
editions***

Also last month I published my first nonfiction Kindle e-book –
a collection of my weekly e-mail essays titled “Don’t Wear a
Cowboy Hat Unless You are a Cowboy and Other Grumblings of a
Cranky Curmudgeon.”

Here are the 75 essays readers have responded to best, including:

>>How to choose your niche. Page 158.
>> Why the Law of Attraction is almost worthless. Page 3.
>> The 25-50-25 rule of time management. Ignore it at your peril. Page 162.
>> The trouble with competing on price. Page 233.
>> Why copywriting is a more valuable skill than content marketing. Page 268.
>> The 25 secrets of lasting success. Page 138.
>> And more.

Mark Soroka writes, “Many great insights and tips in this book.
I have benefited from many of Bob’s newsletters through the
years. Now I’m glad I can refer to the best of his pearls of
wisdom in one handy volume.” Jamie Houston says the book is
“funny, engaging, and full of useful tips and hidden gems among
the humor and quirky writing. An easy read that is highly
recommended.”

You can download the Kindle version of “Don’t Wear a Cowboy Hat”
for less than five bucks … or order a nice 273-page paperback
for around $15 … by clicking here now:

http://www.bly.com/KindleCowboy

—————————————————————–

***Can you help me write my new book?***

Decades ago, I wrote a popular book on B2B marketing for Rich
Hagle, then with NTC Business Books and now with Racom.

Of course it is completely out of date, and so Rich has given me
the task of writing an entirely updated edition of “The
Business-to-Business Marketing Handbook” (formerly titled
“Business-to-Business Direct Marketing”).

Here’s what I am asking: If you have written any articles on B2B
marketing … or have created successful B2B marketing campaigns …
please e-mail them to me at rwbly@bly.com. If I use them in the
book, I will give you full credit, of course.

—————————————————————–

***How to make 2014 your best year ever***

This short guide by my colleague Graham McGregor has 12 proven
strategies you’ll love. They will help you enjoy a lot more
happiness and success.

Here is just part of what you’ll discover….

* How to eliminate the mosquitoes in your life
* An unusual way to eliminate procrastination
* How to get ‘Success Insurance’
* The 90/10 rule for happiness
* How to use a ‘bucket list’ to create your dream life
* The worry buster strategy
* The two things you should celebrate right now
* And much, much more

I highly recommend you read a few of these strategies. I’m sure
you will be delighted with the results you get. Download your
free copy here:

http://www.theunfairbusinessadvantage.com/SparqueFuel.asp

—————————————————————–

***Get more business from LinkedIn***

Here is a simple suggestion that may help you get more business
from your LinkedIn profile.

Instead of having your title under your name, consider putting a
headline that indicates something they can learn from reading
your profile. Then put a short tip high in your summary,
matching the headline’s promise and giving some tips that will
allow the reader to improve their situation.

Choose if possible a topic on which you have a giveaway on your
site, and put that link at the end of the tip. Spend whatever
room you have left in your summary explaining the benefits of
your giveaways. Basically, turn your profile from a resume to a
marketing piece with a call to action.

If you just have your title under your name, people will see it
and not connect the dots as to why they should investigate. The
above method gives them a reason to read your profile.

Note: Flyn Penoyer, who provided this tip, is a consultant to
inside sales teams who has a wealth of knowledge about using
LinkedIn for business. He would welcome your invitation to
connect: www.linkedin.com/in/flynpenoyer

Flyn has graciously agreed to present a LinkedIn webinar
exclusively for my subscribers on 2/19/14. If you have questions
about marketing with LinkedIn, e-mail them to rwbly@bly.com and,
during the webinar, he’ll answer as many as he can.

—————————————————————–

***Sell info products through associations***

CL, an entrepreneur, approached a state association serving his
target customers, nursing homes. CL offered the state association
the opportunity to sell his video product to their association
members at a discounted price. This way, the association would
promote the video and the discount as a benefit to its members.
Plus, CL gave the association a portion of the sale price so
it could also generate “non-dues” revenue.

This program has worked so well for CL, today associations in
26 states promote his program to their members, promoting CL
and his company on their websites, within their newsletters, and
via e-mail promotions, all without any upfront expense to CL.
Associations are happy to do this for CL because they get to
offer a solution to the problems their members face and position
the solution as a member benefit. The association also generates
a little money.

Robert Skrob, the author of 5 marketing books including “Your
Association Shortcut: The Definitive Guide for Generating
Customers Through Associations,” has prepared a free training
video, “5 Secrets to Get Associations to Get New Customers for
You.” To watch the video for free without opting in, visit:

http://www.YourAssociationShortcut.com

—————————————————————–

***Quotation of the month***

“The general advertisers and their agencies know almost nothing
for sure because they cannot measure the results of their
advertising. They worship at the altar of creativity, which
really means originality, the most dangerous word in the lexicon
of advertising.” –David Ogilvy

Source: The Copywriter’s Roundtable, 12/13/13.

—————————————————————–

***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!

1/2/2014

Improve online videos; make your brand stand out; generate leads on Twitter

Filed under: Newsletter Archive — site admin @ 3:00 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, 2014

—————————————————————–

You are getting this e-mail because you subscribed to it on
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 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.

—————————————————————–

***Improve online videos with keywords***

Does the number of times that you use a keyword in your online
video make a difference? Yes, says digital marketing expert John
Saunders, who advises that the number of times a keyword is used
can be vital to the success of any video marketing.

“Your keyword should be included in your title as well as your
description,” notes Saunders. “Your keywords should take up
approximately 3 percent of the text. Be careful not to overload
your content with the keyword too much.”

Source: John Saunders, Today@TargetMarketing, 12/16/13.

—————————————————————–

***4 ways to make your brand stand out***

1–Go slow in a world of speed … Each Rolex takes a year to
manufacture. The perception that a longer process is needed to
build the world’s best timepiece also reinforces the value.

2–Use country of origin to your advantage … Brands from
Switzerland are highly associated with precision and fine
craftsmanship. Seek to build brand associations with countries
that support your reputation for service, manufacturing,
innovation etc.

3–Behave differently … Online shoe retailer Zappos has built
its advantage on an iron clad return policy and customer service
that goes above and beyond, breaking down the perceived barriers
of selling and buying shoes online.

4–Look different … Apple always looks like Apple. Diesel always
looks like Diesel. Absolut Vodka always looks like Absolut.
They’re in a sector but they don’t look like part of the sector.

Source: Branding Strategy Insider, Derrick Daye, “50 Ways to
Differentiate Your Brand.”

—————————————————————–

***A tip for generating leads on Twitter***

On Twitter, your profile is what attracts followers. So your
Twitter profile should include a proper description of your
business, have the URL of your web site in the info section, and
show a nice profile picture with a background that represents
the business. These help make your brand distinct from others
and adds to the lead generation potential of the profile.

Source: Chief Marketer, 12/13/13.

—————————————————————–

***When it comes to customer choice, less is more***

Although it is counterintuitive, you usually can increase sales
by offering customers fewer choices rather than more choices.

Clare Florist, a U.K. company, knows if customers made previous
purchases, they will buy again. Originally the florist thought a
past purchaser might like to order different items. So, in
addition to the product most recently ordered, the company
provided two other additional items.

However, sometimes simple is better; too many choices may
paralyze the consumer. The florist tested featuring just the
product category of the past purchase. And the test won—by a
wide margin.

Source: Reggie Brady, Today@TargetMarketing, 12/12/13.

—————————————————————–

***My first nonfiction Kindle e-book***

I have just published my first nonfiction Kindle e-book – a
collection of my weekly e-mail essays titled “Don’t Wear a
Cowboy Hat Unless You are a Cowboy and Other Grumblings of a
Cranky Curmudgeon.”

Here are the 75 essays readers have responded to best, including:

>>How to choose your niche. Page 158.
>> Why the Law of Attraction is almost worthless. Page 3.
>> The 25-50-25 rule of time management. Ignore it at your peril.
Page 162.
>> The trouble with competing on price. Page 233.
>> Why copywriting is a more valuable skill than content marketing.
Page 268.
>> The 25 secrets of lasting success. Page 138.
>> And more.

You can download the Kindle version of “Don’t Wear a Cowboy Hat”
for less than five bucks … or order a nice 273-page paperback
for around $15 … by clicking here now:

http://www.bly.com/KindleCowboy

http://www.amazon.com/gp/product/B00GWP04BC/ref=as_li_tf_tl?ie=UT

F8&camp=1789&creative=9325&creativeASIN=B00GWP04BC&linkCode=as2&t
ag=bobblycop-20

—————————————————————–

***How to optimize web pages for new products***

According to SEO expert Trond Lynbo, good information
architecture, web site structure, and internal link architecture
are critical to rank new product pages well. His advice: Link
categories from your home page, and your product pages from the
category levels. This will ensure that Google finds, crawls, and
indexes your content fast. Also link to the new product pages
from their parent category pages.

Optimize your web site theme so that new products are always
presented on your home page where they’ll get found and indexed.
A good internal link architecture will get your new product
pages indexed and ranked quickly.

Source: Today@TargetMarketing

—————————————————————–

***The death of direct mail is greatly exaggerated***

No matter how much multichannel/integrated marketing will be a
constant theme and reality, expect direct mail to continue to be
featured as the “tree” of a campaign from which all the other
branches extend says Ethan Boldt, Director of the Who’s Mailing
What Archive. Why?

“Well, as you probably can guess, it’s still the big money
maker, and if a company’s integrative marketing cards are played
right, it’ll continue to be the major driver of revenue along
with email, social media, mobile and telemarketing,” he says.

Source: Target Marketing, 11/22/13.

—————————————————————–

***7 rules to live by***

1—Always say less than necessary.
2—Guard your reputation with your life.
3—Make people come to you.
4—Do not offend the wrong person.
5—Disdain things you cannot have.
6—When asking for help, appeal to people’s self-interest.
7—Win through your actions, never through argument.

Source: Robert Greene, “The 48 Laws of Power” (Penguin Books,
1998).

—————————————————————–

***Get off your duff and start publishing an online newsletter in
2014***

If you are serious about making money online, I strongly urge
you to write and publish a free e-newsletter. Now Fred Gleeck
and I show you how to do just that in our new home study audio
course, “Newsletter Marketing Magic.”

The 3 main advantages of publishing your own e-newsletter are:
(1) it helps you build a value-added relationship with your list
of subscribers, (2) it’s a great forum for promoting your ideas
and getting out news about you and your activities, and (3) it
helps generate direct sales of your products and services.

For more information … or to preview Newsletter Marketing Magic
on a risk-free trial basis … click here now:

www.newslettermarketingmagic.com

—————————————————————–

***Remove this barrier to becoming an info marketer***

One thing that stops people from going into info marketing is
the belief that they don’t know enough about any topic to teach
others.

But according to copywriter Nick Usborne, this really shouldn’t
stop you. Says Nick, “When someone needs an answer on a topic,
all they are looking for is someone who knows a little more than
they do.”

Example: If people want to know how to make extra chewy
brownies, they don’t need to find the world’s most famous chef.
They just need to find someone who is really good at baking
chewy brownies and is willing to share her secret.

Source: Nick Usborne, “How to Write Your Own Money-Making Web
Sites,” AWAI, p. 99.

—————————————————————–

***Why satisfied customers may not order again***

The late, great copywriter Ed McLean cites these reasons why
customers who bought once from you may not favor you with repeat
orders:

1—They have moved. One in five Americans moves each year. More
than half of businesspeople change jobs each year.

2—They are deceased.

3—They are physically ill or going through an upsetting
emotional crisis.

4—They are broke or strapped for cash.

5—They are no longer in the market for what you sell.

6—They have found a cheaper or more convenient way to buy what
you sell.

7—They are mad at you because your product did not live up to
the promises they think you made.

Source: Ed McLean, “The Basics of Copy,” pp. 22-23.

—————————————————————–

***Quotation of the month: words for writers and content
providers to live by***

“It turns out that helping is the main thing. If you feel that
you have a use, if you think your writing furthers life or truth
in some way, then you keep writing. But if that feeling stops,
you have to find something else to do.” –Nicholas Baker

Source: Nicholas Baker, “The Anthologist” (Simon & Schuster), p.
54.

—————————————————————–

***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 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 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!

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