Bly.com Newsletter Archives

10/6/2014

Best word length for ad headlines

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

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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.

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***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.

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***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.

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***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.

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***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.

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***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.”

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***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.

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***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.

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***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

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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

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.

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***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.

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***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.

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***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.

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***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.

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***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.

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***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.

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***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

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***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

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***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!

12/4/2013

Get noticed on LinkedIn; add urgency to your copy; the benefits myth

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

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.
December 2, 2013

—————————————————————–

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.

—————————————————————–

***My new Kindle e-book is out***

My first nonfiction Kindle e-book, “Never Wear a Cowboy Hat
Unless You are a Cowboy — and Other Grumblings from a Cranky
Curmudgeon” is available on Amazon.

This 247-page book collects 75 of my weekly e-mail essays that
have gotten the most response from subscribers. These include:

** The 25 secrets of lasting success.
** The incredible flaw in the Law of Attraction.
** The 25-50-25 rule of time management.
** 10 offensive behaviors to avoid at all cost.
** And more.

For more information or to download the e-book, click here now:

http://www.bly.com/KindleCowboy

—————————————————————–

**6 steps to starting conversations on LinkedIn groups***

1–Limit your discussion-starter to 100 words.
2–Immediately offer a useful and/or provocative point of view.
3–Keep it action-oriented (problem-solving or a way to achieve
a goal faster).
4–Explain the key to experiencing more success at a high level.
5–Conclude it by inviting all forms of discussion (disagreement
too!).
6–Avoid talking too much about your product/service.

Source: Jeff Moldander, Today@TargetMarketing, 10/31/13.

—————————————————————–

***The “use benefits, not features” copy myth***

Don’t believe seminar leaders who say “use benefits, not
features” in your copy. It’s ain’t so. Fact is, you must put
both features and benefits in your copy.

The late Ed McLean wrote: “A product can have features in
appearance or some other way that may not directly pay off in a
benefit to the reader. But the reader will want to know about
them nevertheless.” Ed said these features can include size,
dimensions, weight, materials, colors, uses, special add-ons or
extras that increase usefulness, test results, statistics,
proofs of performance and quality.

When I started freelancing in 1981, Ed was a giant in the field
and I was a peon. I will never forget how kind and helpful he
was to me when he did not have to be.

Source: Ed McLean, “The Basics of Testing,” p. 31.

—————————————————————–

***How to build your e-zine subscriber list***

On the sign-up page for your e-newsletter, the copy should give
visitors a compelling reason to subscribe.

Writing “join our email list for updates” offers no strong
benefit. You should use persuasion strategy, coupled with your
list bait (free e-book, video, special report, membership
access) or whatever giveaway offer you want to exchange
someone’s e-mail address with. Copy should also stress your
exclusive content and information available only to list
members. Make it sound special and valuable.

Source: Today@TargetMarketing, 10/30/13.

—————————————————————–

***7 powerful copy drivers that generate more response***

1—Fear.
2—Greed.
3—Guilt.
4—Anger.
5—Exclusivity.
6—Salvation.
7—Flattery.

Source: Denny Hatch, “The Secrets of Emotional, Hot-Button
Copywriting,” Direct Marketing IQ, p. 8.

—————————————————————–

***How to avoid being put on hold***

When I call a doctor’s office or business to make an appointment
or ask a question, the receptionist often asks: “May I put you
on hold?” But I give her a surprising answer: no, you may not.

Actually, I say: “I would prefer that you did not; I am very
busy.” This triggers the reply, “Well, quickly, what can I help
you with?” The receptionist helps me on the spot. I get my
problem solved. And I avoid being put on infinite hold. Pretty
nifty. Try it.

—————————————————————–

***Your weekly marketing checklist***

According to self-promotion maven Ilise Benun, you should do
something every day of the week to market yourself:

** Monday – research to find lists of potential clients.

** Tuesday – do e-mail, social media, telemarketing, and other
prospecting techniques to generate leads.

** Wednesday – crate blogs, newsletters, videos, and other
content for marketing.

** Thursday – follow-up inquiries via phone and e-mail.

** Friday – work on improving your web site.

Source: www.marketing-mentor-toolbox.com

—————————————————————–

***How to know if someone is lying to you***

>> A liar usually has all the signs on display: gulps, false
starts, stammers, fidgets.

>> The memory center is in the left brain, the creative in the
right – so a glance to the left generally means they’re
remembering things, to the right means they are making stuff up.

>> They will avoid eye contact, and touch or scratch their nose
and ears.

>> When truthful people say no, they generally stop to think
about it first. Liars say no immediately.

>> A person adjusting a cuff or watchstrap typically feels
nervous and may have something to hide.

Source: Lee Child, “Jack Reacher’s Rules” (Delacorte, 2012), pp.
86-87.

—————————————————————–

***How to write press releases for the web***

Online press release distribution is a successful way to create
expert status. If your company has reached a milestone,
celebrated an anniversary, hired a new president, achieved
significant growth, or received an award, tell the world. Or,
write a release that offers readers tips or advice in your field
of expertise.

If you are running a new promotion, tell readers where they can
go to learn more. Provide links in your press releases directly
to the pages on your web site – not to the home page – where
readers can learn the specifics about your news and then act
upon it. Give readers a reason to click through to the page – or
they won’t.

Source: PRWeb, Writing Great Online News Releases.

—————————————————————–

***Designing ads for Facebook***

This useful infographic presents dimensions and specifications
for the various types of ads you can run on Facebook:

http://www.bly.com/AllFacebook

Source: Today@TargetMarketing, 11/7/13.

—————————————————————–

***3 steps to becoming more successful in your business or
career***

1–Goal Setting … Every morning, take 3 to 5 minutes to write out
your top 10 goals in the present tense. By writing out your 10
goals at the beginning of each day, you will program them deep
into your subconscious mind.

2–Priority Setting … The essence of all time management,
personal management, and life management is contained in your
ability to set proper priorities and use of your time. This is
essential for high performance.

3–Concentration on Your Highest-Value Activities …Your
ability to work single-mindedly on your most important task will
contribute as much to your success as any other discipline you
can develop.

Source: Brian Tracy’s Success Newsletter, 11/14/13.

—————————————————————–

***Why you should send the same e-mail twice***

Rich Jacobs, who does marketing for attorneys, always sends the
same email twice: first at 9am EST, and then again the next day
at 2pm EST. According to Rich, this doubles his open rates and
causes nearly zero spam complaints.

Rich’s mentor, Perry Marshall suggests repeating the same e-mail
in an auto-responder series 6 to 12 months later with a
different subject line. “I estimate most subscribers would
tolerate this just fine and the average person who did read
something won’t clearly remember that they had seen it
before,” says Perry.

—————————————————————–

***The magic of saying “I don’t know”***

It takes guts to be the first to say you don’t know or you have
limited experience in something, especially when others have the
wrong impression that you know it. But, it’s important to tell
the truth so that people don’t feel deceived and start to wonder
what other impressions they had about you were wrong.

For example, if you have limited experience copywriting for
SEO/SEM because you specialize more in direct mail copy, be the
first to tell your clients that. Failing to own up is lying and
people may not take it kindly when they find out.

Source: David Williams, “One Powerful Way to Build Instant
Credibility,” The Web Writer Spotlight.

—————————————————————–

***Free online B2B copywriting summit from AWAI***

On December 14, 2013, five experienced B2B marketing pros,
including yours truly, will give you the inside scoop on making
money as freelance business-to-business copywriter during the
AWAI’s B2B Copywriting Summit.

B2B copywriting is one of the surest paths to a six-figure
copywriting career. B2B companies spend more than $55 billion
spent on marketing annually. They are happy to pay top dollar
for copy if they think you can get results for them. And, B2B
copywriting has less competition than consumer copywriting,
because so many writers think it is less glamorous.

For more information on how to get booked solid with high-paying
B2B clients who desperately need your services … and to enroll
in the B2B Copywriting Summit free … click here now:

http://www.b2bwritingsuccess.com/signup/summit/?ref=Bly

—————————————————————–

***Quotation of the month***

“We live in a subtle universe that doesn’t yield its secrets
easily to even the most determined and ingenious assaults.”
–Isaac Asimov

Source: Isaac Asimov, “Photosynthesis,” Basic Books, 1968, p. 52.

—————————————————————–

***Direct mail: fiction vs. fact***

According to all the social media, content marketing, and
blogging evangelists, everything has shifted to digital media
and print marketing is dead.

If that’s so, how do you explain that the U.S. Postal Service in
2013 saw a 1.8% INCREASE in the volume of Standard mail
including direct mail, catalogs, and promotional fliers? Perhaps
digital marketing evangelists do not know as much as they think
they do.

Source: Dead Tree Edition, 11/17/13.

—————————————————————–

***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 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.

—————————————————————–

***We’ve moved***

Our new contact information:

Bob Bly
31 Cheyenne Drive
Montville, NJ 07045
phone 973-263-0562
fax 973-263-0613

E-mail address is the same, rwbly@bly.com, as is the web site
URL www.bly.com

—————————————————————–

11/4/2013

Make copy more urgent; become a Google author

Filed under: Newsletter Archive — site admin @ 8:52 pm

—————————————————————–

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

November 4, 2013

—————————————————————–

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.

—————————————————————–

***Free tele-seminar: get instant info products with licensing***

This Wednesday 11/6/13 from 2 – 3 pm EST, Fred Gleeck and I
will present a free tele-seminar showing how you can get an
instant information product to sell (or even a line of products)
licensing one of our proven home study programs.

In “Product Licensing: The Ultimate Shortcut to Information
Marketing Success,” you’ll discover a quick and easy way to
start or jump start your info marketing business by selling our
“done for you” information products online. You pay us zero
commission. You keep all the money. And you have zero
development costs.

We’ll also explain how you can create a rapid increase in your
online revenues by licensing your products to others.

The tele-seminar is free, but we only have a few open lines
left, so to reserve your seat, click here now:

http://www.bly.com/licensing

—————————————————————–

***Get noticed on LinkedIn***

To help the right people find you on LinkedIn, optimize your
profile. Add keywords a potential new client might use when
seeking out someone with the products or services you provide.

Include the best keywords in the title and summary sections of
your profile to ensure you show up in search results. Caveat:
You will show up only in search results for people in your
network, including first, second, and third level connections.

Source: Social Media Examiner, 9/30/13.

—————————————————————–

***3 ways to add specific urgency to your copy***

1– Establish a hard deadline. Specifics are always more
convincing. Example: Midnight, Monday, November 25, 2013.

2– Put your deadline in the subject line or make it part of
your outer envelope teaser; e.g., “3 days ’til Thanksgiving —
SAVE 35% NOW!”

3– Don’t be shy about where you place the deadline or how many
times you repeat it. You never know where a scanner’s eye will
land first.

Source: Pat Friesen, Today@TargetMarketing, 10/17/13.

—————————————————————–

***Something lots of marketers forget to do***

Too many companies focus on customer acquisition and don’t think
about how to sell more to existing customers. Their back-end
becomes automatic, and they spend very little time on it.

Companies test dozens of front-end offers, and rarely try new
creative approaches to their back-end mailings. In reality all
your profits come from back-end mailings, and that deserves as
much, if not more, attention than acquisition mailings.

Source: Avrick Direct, 10/8/13.

—————————————————————–

***Become a Google author***

Social media expert Jeff Molander notes that in its effort to
clean up the Web, Google launched Authorship. The essence of
becoming a recognized Author with Google is all about one thing:
Giving authors of high quality blog articles (you) more exposure.

Here’s how it works. Google gives maximum attention to
registered Authors by including a photo next to all blog posts
appearing in its index. This grabs eyes. This beats out
competing writers who aren’t Authors. “This drives more leads to
your page.” Jeff says. “You’re losing visibility if you’re not
aligned with Google via Authorship.”

To register as a Google Author, click here now:

https://plus.google.com/authorship

Source: Today@Target Marketing, 10/11/13

—————————————————————–

***How to come up with promotional ideas***

I asked ace copywriter Richard Armstrong how he comes up
with ideas for his winning promotions. His answer:

“I ask myself three W questions: 1) what does my best prospect
WISH for; 2) what does my best prospect WORRY about; and 3) what
does my best prospect WONDER about, i.e. what question would he
or she really like to find the answer to. If I find one thing
that satisfies all three, I know I’ve got a big idea.”

Source: AWAI presentation, 10/24/13.

—————————————————————–

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

Two questions I am frequently asked by my subscribers are “Have
you published a Kindle e-book?” and “Do you write fiction?”

Now, with the publication of my first Kindle e-book, “The
Emancipation of Abraham Lincoln XL-3000 and Other Stories,” I
have killed these two birds with one stone.

This collection of my science fiction and fantasy short stories
sells for less than two bucks on Amazon, so you can sample my
fiction with a minimal investment.

In one of the several 5-star Amazon reviews of my book, reader
Mark Smallwood writes, “Bob Bly’s stories engage the reader from
the first sentence. From mainstream to science fiction and
everything in-between, these stories explore contemporary themes
with sensitivity and often a great deal of humor.

“If you grew up reading the stories of Ray Bradbury, Harlan
Ellison, or even early Kurt Vonnegut, like I did, you will get a
kick out of these stories. Some of them will evoke the joy you
experienced while watching TV shows like the Twilight Zone and
One Step Beyond.

“With his background in science and technology Bly brings a
fresh eye to speculation about the fate of humanity in the face
of topics like climate change, 24/7 entertainment, robotics, and
the hidden human costs of this modern world. And he courageously
and successfully tackles the themes of loss, loneliness, love
and redemption.”

To download my new Kindle e-book immediately, click here now:

http://www.bly.com/MyFirstKindleBook

—————————————————————–

***The key to demolishing writer’s block***

To push through your writing block, the secret is to stop
worrying, stop thinking, stop planning – and just write! Or as
Mark Ford puts it: “Ready, fire, aim.”

“Get enough down on paper so that your ‘paint’ (aka words)
covers the whole canvas,” says author Deb Weil.

“Whole canvas” means enough words to fill the document. Example:
the average magalog has 500 words per page. So for a 12-page
magalog, the first step is to get a draft, no matter how rough,
of about 6,000 words.

Yes, there will be holes. Yes, it may look awkward and
misshapen. But if you get enough out of your head and complete
that crude first draft, then (and only then) can you go on – and
fix what you’ve got, explains Weil.

She adds: “If you’re writing enough crap to finish your first
draft, you’ve made it into the big leagues. You are a writer.”

Source: Voxie Media, 10/22/13.

—————————————————————–

***”Instant” products for your Internet marketing business***

One of the barriers to getting into information marketing is
creating information products to sell.

Now I have removed that obstacle for you – by enabling you to
license some of my info products to sell.

When you have a license, you can sell as many copies of my
products as you want … without paying me a dime. I get NO
commission!

Owning a license to sell my products eliminates the need for you
to create your own info product – or, if you already have an
info product, another info product.

And you gain the security of knowing you are selling a product
that has already proven successful in the marketplace … because
I have already created and tested it at my own risk and expense.

For details on how to license one of my info products, just
click here now:

http://www.fredandboblicenses.com

BTW, even if you have no interest in licensing my products,
click on the above link anyway to get a free education on how
licensing works in info marketing.

—————————————————————–

***Double your persuasive powers in seconds***

A review of 42 studies involving 22,000 participants found that
when you add “but you are free to choose” or a similar phrase to
your sales pitch, you double the chances that the person will do
as you ask. Reason: it gives people the security of knowing they
are free to choose.

Source: Jay’s Monthly Marketing Tip, 10/18/13.

—————————————————————–

***Avoid this tele-seminar announcement mistake***

Recently I sent an e-mail promoting a seminar with a starting
time of 12pm EST, which my reader AW took me to task for:

He writes, “Are you aware of the research that suggests if
someone e-mails one thousand prospects announcing the sponsor
will award one thousand dollars to the first one-hundred persons
who show up at 12:00 PM, half of all those who show up will do
so at noon and half at midnight.” Solution: If you want to start
at noon, announce the starting time as 12:01pm EST.

—————————————————————–

***An easy way to make meetings more productive***

Set a start and end time, but do not make them on the hour or
the half. Most folks schedule meetings right at the top of the
hour and many on the half. So they schedule for 2:00 or 2:30.

But to get the most out of your meeting, you should start
scheduling your meetings at 2:05. This sends a clear message
that you are protective about your time and everyone should be
respectful of your time and their own time as well. Also, by
stating an end time, you keep the meeting moving. It is clear
that this is business and not a social session.

Source: The CEO’s Edge, 10/23/13.

—————————————————————–

***Quotation of the month***

“There is such unconscionable and hypocritical pandering to the
youth demographic all around us, that anything older than a
fortnight risks eternal oblivion.” –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 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.

—————————————————————–

***We’ve moved***

Our new contact information:

Bob Bly
31 Cheyenne Drive
Montville, NJ 07045
phone 973-263-0562
fax 973-263-0613

E-mail address is the same, rwbly@bly.com, as is the web site
URL www.bly.com

—————————————————————–

10/3/2013

Do long videos work?

Filed under: Newsletter Archive — site admin @ 12:41 pm

—————————————————————–

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

October 3, 2013

—————————————————————–

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.

—————————————————————–

***Instant products for Internet marketers***

If you are getting into Internet marketing, now you don’t have
to even create a product, because you can sell my products to
your customers – and keep 100% of the profits. Click here for
details:

http://www.fredandboblicenses.com

—————————————————————–

***Free content marketing webinar rerun—this week only***

Last month, I gave a webinar for Target Marketing titled “The
Secrets of Successful Content Marketing.” In it, I revealed:

** What makes for killer content your audience will love.
** Understanding the difference between content and copy.
** How to use content marketing to generate more leads and sales.
** The different types of content and how to use them.

While the event is over, it is posted online and available for
viewing – for free – for another week or so. Just click here now
to watch:

http://www.bly.com/ContentMktgWebinar

—————————————————————–

***Why marketers use those long online videos***

“Completion rate” is the percentage of viewers who watch the
entire online video after clicking on it.

And this may surprise you: According to analysis from VideoHub,
the highest completion rates are for those online marketing
videos running 30 to 60 minutes in length – you know, the really
long ones you say you never watch. Well, other people do.

Source: BMA Business Marketing SmartBrief, 9/20/13.

—————————————————————–

***Easy way to increase clicks from blog posts***

“When I’m writing a call to action for the bottom of a blog post
or product page, I like to create a subheading with one or two
lines of text below it,” says Rachel Foster. She says the
subheading helps the call to action stand out.

Source: Today Target Marketing, 9/24/13.

—————————————————————–

***Why you need to be an expert in something***

“If you want to be found online, or want to become valuable in
the workplace, then you have to focus on one area of expertise,”
writes Dan Schawbill on Copyblogger.

You must become the most knowledgeable person on a certain topic
— an authority — so that people are eventually compelled to come
to you for that expertise. Whatever you do, don’t be a “jack of
all trades.” It’s completely ineffective because you will end up
blending in instead of standing out, says Dan: “If you try to be
everything to everyone, you will be nothing to anyone.”

In a new study from American Express, 65% of managers said that
being a subject matter expert is important to career
advancement.

Source: Copyblogger, 9/3/13.

—————————————————————–

***Get SEO traction with Pinterest***

When you pin a visual on Pinterest, you can enter a text
description of up to 500 words, although shorter is better. You
should use your key words in the text description so that search
engines find your pin. Example: for a pet store, “Adorable
dachshund puppies” is better than “cute new arrivals.”

Source: White paper, The Social Marketer’s Guide to Pinterest,
p. 8.

—————————————————————–

***5 steps to seizing opportunity***

Here are five suggestions for seizing opportunity, from Bill
Paxon, founder of PAX TV (as cited in New Man magazine):

1. Don’t allow the past to prevent you from acting on what you
perceive the future to hold.

2. Once you’re decided to pursue an opportunity, stay focused.
Don’t get sidetracked on frivolous concerns.

3. When a good opportunity comes along, don’t turn it down just
because it means changing course.

4. Utilize “super speed”: Some of the best opportunities develop
with lightning speed and require equally quick reaction. If you
are paralyzed by fear, you will miss them every time.

5. Remember: All it takes is one opportunity to transform your
life and your world.

—————————————————————–

***How to sell more copies of your book***

Well worth reading is Stephanie Chandler’s book “The Nonfiction
Book Marketing Plan: Online and Offline Promotion Strategies to
Build Your Audience and Sell More Books.”

Stephanie’s book shows you how to build your own marketing plan
… develop an effective website and blog … reach your audience
with social media … attract media attention with publicity …
boost visibility for your book on Amazon … and more.

Written for new and established authors of business, self-help,
health and wellness, memoir, how-to, and other nonfiction books,
this book will help you identify powerful strategies that you
can begin implementing immediately to reach your audience and
sell more books. To order, click here now:

http://www.bly.com/NonfictionBookMktgPlan

—————————————————————–

***Slow down when speaking in public***

Many speakers talk faster on stage. Aim to speak slowly to
ensure you don’t trip over your words, and don’t rush to finish
points. Set timings in your speech notes, so you know if you are
going too fast or too slow as you go along. “This has saved me
many times when I realize I’m rushing or taking too long,” says
speaker and entrepreneur Ali Brown.

How I do it: When I talk for an hour and there are 30 slides in
my Powerpoint, I have to average 2 minutes of talking per
slide. If after talking for 20 minutes I am already on slide 15,
I know I am talking too fast and must slow down.

—————————————————————–

***Another SEO tip for you***

If you are a new site, it can be difficult to go after popular
keywords right away. Solution: write many quality articles on
very specific keywords.

“A great benefit of staying focused with long-tail key terms is
that they usually convert better, as well,” says Lawrence
Takins. To help with this, he recommends a tool called HitTail,
which drives targeted search visitors to your website by
focusing on the most promising organic keywords in your existing
traffic.

Source: www.mashable.com

—————————————————————–

***Gain credibility with this tip from Johnny Carson***

Contrary to what many people think, the more readily you admit
you do not know everything, the higher your credibility in the
eyes of others.

When the late Johnny Carson had a guest who would mention a
current event or piece of knowledge outside of Johnny’s realm,
he didn’t try to take over the conversation or “one up” the
guest. He simply said, “I did not know that.” You should, too.

Source: Mark Rodgers, Persuasion Matters, 9/12/13.

—————————————————————–

***3 ways to get into Facebook users’ news feeds***

According to HubSpot, the Facebook EdgeRank algorithm uses 3
factors to determine what shows up in any given user’s news feed:

1—The more you interact with a fan, the more likely your posts
will show up in that fan’s news feed.

2—A share is more likely to show up than a comment and a comment
is weightier than a like.

3—The more current a post is, the more likely it is to show up.

Source: HubSpot E-Book, “How to Engage Fans,” p. 4.

—————————————————————–

***Should you cold call?***

I have never made a cold call in my life to sell my copywriting
services and never would, but my colleague Wendy Weiss, the
Queen of Cold Calling, has a different outlook on the topic:
“One of the best and least expensive sales and marketing
activities you can initiate is to use the telephone,” says
Wendy.

She recommends you call potential new customers to introduce
yourself. Also, call existing customers to sell them more
products and services or gather referrals. “Calling your
customers has the added benefit of helping to maintain customer
loyalty, which is imperative in times like these,” she adds.

Source: Coffee With the Dog, 9/12/13.

—————————————————————–

***Free webinar: How To Plan Your Entire Year On One Sheet Of Paper***

A quick reminder about the webinar this Friday, October 4 at
2pm EST: https://dancingele.infusionsoft.com/go/SSPBBW/BBBY

Laura Posey, noted expert on strategic planning and author of
“The Simple Strategic Plan” will show you how to use one sheet
of paper and one hour to hit every goal you set, every single
time. She’ll also show you how to get rid of wasted tasks and
processes so you’ll be more efficient, effective, and focused.

In less than an hour, you can not only plan your entire business
or career but you’ll have just one sheet of paper from which to
operate daily. I urge you to click on this link and register for
this amazing and free session now. There are just a few seats
left. Don’t miss yours.

Registered attendees will also get a special copy of Laura’s
e-book “Mastering The Art of Success” featuring Jack Canfield,
Les Brown and other masters of success:

https://dancingele.infusionsoft.com/go/SSPBBW/BBBY

—————————————————————–

***Original Bob Bly joke of the month***

Did you hear about the podiatrist’s botched suicide attempt? He
shot himself in the foot.

—————————————————————–

***Quotation of the month***

“You can say, ‘Oh life’s not fair’ and complain and think the
world owes you something. Or you can suck it up and just work a
little bit harder than everyone else to achieve the things you
want to achieve.”

–Nick Newell, mixed martial arts fighter

—————————————————————–

***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.

—————————————————————–

***We’ve moved***

Our new contact information:

Bob Bly
31 Cheyenne Drive
Montville, NJ 07045
phone 973-263-0562
fax 973-263-0613

E-mail address is the same, rwbly@bly.com, as is the web site
URL www.bly.com

—————————————————————–

9/12/2013

Best and worst headlines; landing pages; what B2B prospects want

Filed under: Newsletter Archive — site admin @ 7:51 am

—————————————————————–

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

September 3, 2013

—————————————————————–

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.

—————————————————————–

***The best and worst headlines***

One proven headline writing formula is the best/worst headline.
Examples:

“The 3 best ways to treat damaged hair”

“The 7 worst home decorating choices you can make”

Why these work: people want to make sure they get the best
options and avoid the worst choices.

Source: Target Marketing, 8/13, p. 31.

—————————————————————–

***Upcoming free Bob Bly webinar***

On September 17, 2013, from 2pm to 3 pm EST, I will be giving
a webinar “The Secrets of Successful Content Marketing” with
Lee Odden, CEO of Top Rank Marketing. In it, we will cover:

** What makes for killer content your audience will love and share.
** Understanding the difference between content and copy.
** How to use content marketing to generate more leads and sales.
** The different types of content and how to use them.

The webinar is free, but you must register here to attend:

www.bly.com/ContentMktgWebinar

—————————————————————–

***Why you need landing pages for your offers***

An article on Copyblogger (7/26/13) correctly insists that
traffic generated to produce sales or leads should be directed to
a landing page created specifically for that offer, and not to your
web site home page. They write:

“The single and solitary goal of a landing page is to overcome
the ‘paradox of choice’ dilemma that emerges when people are
given multiple options … resulting in a decision NOT to
choose at all (read: your sales are dead in the water). And
because of this single-minded focus on selling, landing pages
convert infinitely higher, whether you are promoting an e-book,
membership site, or any other product (digital or not).”

Do you have a box on your home page where people can
download a free report, subscribe to your newsletter, or
otherwise opt into your e-list? You should also have a dedicated
opt-in page. According to entrepreneur Ali Brown, you’ll get up
to 10X more opt-ins from a dedicated opt-in page than having it
on your home page.

—————————————————————–

***The 4 things B2B prospects really want***

According to sales expert Robert Minskoff, here is what B2B
buyers really want from their vendors:

** A relationship that embraces trust and reliability.

** A great product backed by great service.

** Recourse – knowing that when things go wrong, you will handle
it as the customer would want you to.

** Availability — when they need you, the customer can find
you. How responsive you are to their calls and e-mails will
dictate your entire relationship.

“So go ahead: blog, tweet, and post,” says Robert. “But be aware
that there is still a large segment of the B2B buying population that
places very little importance on that type of content. Selling is a
human interaction. Be human.”

—————————————————————–

***Stay out of spam filters***

To avoid being caught by spam filters, your e-mails should have
accurate From, To, and Reply To information. Messages coming
from old or unknown e-mail services are more likely to be marked
as spam.

The best From line includes a company domain; e.g.,
you@ABCcompany.com. The worst are from free e-mail services
like hotmail.

Source: SMTP White Paper, “Simple Steps to Avoid Spam Filters”

—————————————————————–

***7 steps to success***

Top speaker Brian Tracy offers this success formula:

1-Decide what you want.
2-Write it down.
3-Set a deadline.
4-Make a list of what you have to do to achieve your goal.
5-Prioritize your list to convert it into a plan of action.
6-Take action.
7-Do something every day that moves you toward your goal.

—————————————————————–

***Avoid this tele-seminar disaster***

We did a free tele-seminar on social media and had almost 400
people register. But when it came time to do the call, the
instructions provided by the free conference call company we
used did not work. I could not mute the listeners or record the
call. And so it is lost forever.

The lesson: use a paid audio conference service that provides a
live operator on the call to assist you. That way, if there are technical
glitches, they can be resolved before they ruin the call. Make sure
they record the call and provide an mp3 file of it after the event.

—————————————————————–

***An instruction manual for achieving your dreams***

Dynamo Fran Capo’s new e-book, Hopeville: The City of Light, is
a simple book with a big message. This parable is the story of four
people who transform a small town when an angel of light helps
them in the most unusual way. The town and its occupants are never
the same again.

It’s a story of love, of life, of hope, and of following your dreams. In
the same way the book, “Who Moved my Cheese” helped businesses
all around the world, Hopeville will uplift and instruct and show you
the way to follow your dreams.

Available on all e-book platforms and Amazon:

www.bly.com/Hopeville

—————————————————————–

***Make consumers more comfortable buying from you online***

Add more or larger “secure offer” icons — e.g. not just “VeriSign”
but “McAfee Secure” and “BBB” and a whopping big, well-designed
“100% Satisfaction Guarantee” icon – to your web pages. Aim for at
least five icons per reply page.

Test placement of these trust logos. Some research says that the single
best place isn’t at the top of the page or at the bottom, but rather right
under or next to the “Place Your Order” button.

Source: The Copywriter’s Roundtable, 8/6/13.

—————————————————————–

***Get more response to free content offers***

You can dramatically increase response to free content offers
for lead generation by showing an image of the front cover of the
white paper, e-book, report, or CD you are giving away in your
e-mail or landing page. In an HTML e-mail, place the image to the
right of the headline.

In a direct mail package, show the cover on the reply element.
In a print ad, show a picture of your offer in the bottom right corner

of the page. On a landing page, place the image in the upper half of
the screen.

—————————————————————–

***Take a vacation, save your life***

For multiple reasons I won’t go into, I am not a big fan of
vacations. Maybe you’re not either. But perhaps we should be:
A 2000 study of 13,000 middle-aged men found that those who
had not vacationed for 5 consecutive years were 30% more likely
to experience coronary events than those who took at least a
week’s vacation every year.

Source: CNNMoney, 8/6/13.

—————————————————————–

***Quotation of the month***

“You fight with whatever you’ve got. You never stop. The minute
you do, that’s the minute they roll right over you.” -Brian Cox

Source: The motion picture Red.

—————————————————————–

***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, 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 201-505-9451 or e-mail rwbly@bly.com.

—————————————————————–

8/2/2013

Facebook leads; using SlideShare; e-book covers

Filed under: Newsletter Archive — site admin @ 7:40 am

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.
August 1, 2013

—————————————————————–

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.

—————————————————————–

***When it’s OK to sell products to your subscribers***

How long should you wait before you include links to offers in
your e-mails to your subscribers? According to Internet
marketing guru Terry Dean, you shouldn’t wait at all.

“Send them links to product sales pages immediately, on day
one,” says Dean. “That’s why your list is there. If your products
and services are the best choice for your ideal clients, then you
owe it to them to share your solutions.

“There is another reason to convert people who subscribe to your
e-list from freebie seekers to buyers sooner rather than later: 90%
of those subscribers who buy something from you will do so within
90 days of joining your list. Therefore it behooves you to get new
subscribers to buy something right away.

Terry says you should include a link to your products in almost every
e-mail. That, I don’t do. I send 4 e-mails a week. Two are sales
e-mails with links to product pages. Two are pure content.

My rule of thumb: at least 50% of your e-mails should be content. If
I have a product relevant to the content message, I may put the link in
a PS.

—————————————————————–

***Generating Facebook leads with photos***

According to HubSpot, photos on Facebook pages receive 53% more
likes than the average post. And this year Facebook removed a
clause from Facebook Pages prohibiting users from using
calls-to-action on photos or in photo captions. So now you can
turn photos into lead-generation opportunities by including a
link back to your web site or landing page.

Source: HubSpot White Paper, “How to Generate Leads Using
Facebook.”

—————————————————————–

***OK, so I was wrong about blogs–maybe***

In November 2004 or thereabouts I wrote a couple of articles for
DM News saying I thought blogs were worthless and ridiculous, a
complete waste of time.

These statistics would indicate I was wrong: According to
HubSpot’s 2013 State of Inbound Marketing Report, companies that
blog 20 times per month get five times more traffic than those
that blog less than four times per month.

HubSpot also reported that 80% of marketers with a company blog
reported positive inbound ROI for 2013. These organizations are
likely implementing a number of inbound marketing tactics with a
blog being one.

But don’t believe everything you read. One of my colleagues, a
prominent Internet marketer, wrote and posted a new blog entry
almost every other day. He reports zero increase in traffic.
Source: Jacobs & Clevenger.

—————————————————————–

***3 simple steps to convert freebie seekers to paying
customers***

According to content creator Pamela Wilson, when prospects first
come across your site, they may be skeptical. Before they’ll do
business with you, you have to earn their trust. She outlines a
3-step process for doing so:

–Step one: Offer free information that’s simple to consume. At
first, don’t even ask for an email address in exchange.

–Step two: As you deliver value with your free materials,
prospects will be ready for the next level of commitment —
giving you their e-mail address. Offer something valuable in
exchange to motivate them to opt into your list.

–Step three: Once they’re ready to take the next step, have a
low-priced item available to buy. Exceed their expectations with
your low-priced offering, and your prospects will feel more
comfortable investing in higher-priced products.

Source: Copy Blogger, 6/27/13.

—————————————————————–

***Use speaker PowerPoints to promote conferences***

Social media expert Paul Gillen suggests a way you can use
speaker PowerPoint presentations to promote your conference or
event.

Paul suggests you create event channels on SlideShare and
YouTube. Post slide decks from earlier conferences and
presentations. Gather as many presentations as you can and post
them on SlideShare.

Write thorough descriptions, and be sure to tag each media item.
Link to your event site from the SlideShare and YouTube profile
pages. Embed any media you post on the event website.
Source: BtoB, 6/27/13.

—————————————————————–

***How to rejuvenate and reinvent your career in 90 days or
less***

My colleague, fellow copywriter and business speaker Peter
Fogel, has written “Reboot Your Career: 27 Ways to Reinvent
Yourself in the Workplace (If You Still Have a Job!).”

If you’re an employer, staffer, or want to create a true
entrepreneurial mindset to reach your business goals fast, then
you’ll want to get this book. Brian Tracy says, “This great book
shows you a step-by-step program to make yourself more valuable
getting paid more and promoted faster in any job!”

Peter is offering an autographed copy of “Reboot Your Career”
plus $200 worth of free bonuses. For more information, and to
view a cool video book trailer, click here now:

www.rebootyourcareernow.com

—————————————————————–

***Free artwork for your e-book covers***

At the Self-Publishing Book Expo a few years ago, Andy Carpenter
and Eric Baker shared some resources where info marketers can
get images for their e-book covers. These images are in the
public domain, so they are free – and you don’t need permission
to use them:

1. The Library of Congress’ image collection to find public
domain images
2. American Memory Project to find public domain images
3. Archive.org for public domain books
4. Public Domain Images Google Search
5. Illustrated books on Project Gutenberg
6. Creative Commons search on Flickr

Source: Galleycat at mediabistro.com.

—————————————————————–

***Content should support your keywords***

You likely have a specific set of keywords that are relevant to
your business. Use Google to find out what sites rank well for
those keywords and then look for related searches at the bottom
of search engine results pages. To help raise your Google
ranking in those keywords, develop content around these terms
and distribute it through your content marketing efforts.

Source: GlobalSpec Marketing Maven, 6/28/13.

—————————————————————–

***Bad news for keyword research***

I just went on the Google keyword research tool and saw this
message: “In the coming months, the external Keyword Tool will
no longer be available. To get keyword ideas, sign in to your
AdWords account and try Keyword Planner.”

That means you should use the free Google Keyword Research Tool
now while you don’t have to pay for it:

http://www.googlekeywordtool.com/

—————————————————————–

***Who pays for lunch: you or your client?***

When you have a business breakfast, lunch, dinner, or even drink
with a client or prospect, who pays?

According to consultant Steve Tobak, in a customer-vendor
relationship, the vendor usually pays. That’s because you as the
vendor are presumably on the receiving end of a business
transaction. “There are exceptions,” says Tobak. “If the vendor
is a small business and the customer is a large corporation,
that’s a different story. Also some companies have a policy
against vendors buying.”

If someone is making a business introduction, giving you advice,
or helping you out in some material way, and it happens over a
meal, you should pick up the tab. Tobak advises that if the
meeting is not over a meal, you should not say something like,
“I owe you a lunch” like so many do. “That trivializes what
they’ve done for you and suggests that’s all their time is
worth,” says Steve.

Source: www.inc.com

—————————————————————–

***Use symbols in subject lines***

Copywriter Pat Friesen recommends testing special characters in
subject lines. She often uses vertical bars (a.k.a., pipes)
instead of commas to | visually | separate | elements | in
subject lines.

[Brackets], {braces}, and +s also link, separate, and/or save
character space and draw the eye. Example: [Free 42-Page Ebook]
The Smart Guide to Lead Generation. She says not to put a period
at the end of your subject line.

Source: Target Marketing, 6/28/13.

—————————————————————–

***How to get ready to write your copy***

Copywriter Henneke Duistermaat suggests taking these 4 steps
before you start writing your copy:

1–Create a full list of features and specifications

2–Translate each feature into a benefit for your ideal reader

3–Consider the problems you help avoid

4–Write down the objections to buying from you and decide
how you can address them

This is Copywriting 101 and I was doing it over 30 years ago,
but many modern marketers today seem to skip these important
fundamentals.

Source: Copy Blogger, 6/28/13.

—————————————————————–

***Don’t be a prima donna***

Here’s a great lesson for freelancers: Clients love to work with
people who are not only reliable and good at what they do, but
are flexible, uncomplaining, good-natured, and can roll with the
punches. Says freelance copywriter Peter Bowerman: “This quality
can actually make up for less-than brilliant writing skills.
I’ve seen it. Nice, likable, easy-going freelance commercial
writers get more business.”

Source: The Well-Fed Writer, 7/2/13.

—————————————————————–

***How to generate leads that turn into sales***

My erstwhile colleague Bob McCarthy is offering a free special
report, “Step by Step Lead Generation and Lead Nurturing.”

Unlike most reports on leads, it tells you not only how to
generate leads, but also how to work those leads so they turn
into customers. To get this valuable free report, click here now:

http://www.mccarthyandking.com/form-step-by-step-report

—————————————————————–

***7 tips for writing web sites***

1. Put the most important words first.

2. Write clear and very descriptive titles for pages.

3. Headline content should be concise and descriptive and
stand out from the rest of the text.

4. Lead with the most important messages.

5. Define technical terms in place.

6. Link to pages that have simplified explanations.

7. Spell out and define acronyms.

Source: Ragan.com, 7/8/13.

—————————————————————–

***Quotation of the month***

“Life is an education, and if you’re older, you’re smarter. If
you are in an argument with somebody and they are older than
you, you should listen to them. It doesn’t mean they’re right,
it means that even if they’re wrong, their wrongness is rooted
in more information than you have.” –Louis CK

Source: YouTube.

—————————————————————–

***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
direct mail packages, 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 201-505-9451 or e-mail rwbly@bly.com.

—————————————————————–

7/1/2013

Ideal number of characters for a line of text

Filed under: Newsletter Archive — site admin @ 1:54 pm

—————————————————————–

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

July 1, 2013

—————————————————————–

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.

—————————————————————–

***How many characters per line of type?***

According to an article from the Baymard Institute, maximum ease
of readability for web copy is achieved when your lines of type
have between 50 and 75 characters each.

If a line of text is too long, the reader’s eye will have a hard
time focusing on the text. If a line is too short, the eye will
have to travel back and forth too often, breaking the reader’s
rhythm.

Source: http://baymard.com/blog/line-length-readability

—————————————————————–

***Rules for writing title tags***

Write a title tag for every page on your site. Title tags are a
significant ranking factor, as they help Google understand the
content of a page and the search terms to which it is relevant.
Some tips for writing title tags that get Google’s attention:

–Make the title tag 70 characters or fewer.
–Start with a key word that accurately summarizes the contents
of the page.
–Put the brand name at the start of the home page title tag.
–Include a USP, call to action, or both.

Source: SEOptimise

—————————————————————–

***The trouble with e-mail deliverability***

According to the Direct Marketing Association, 25% of e-mails do
not reach the recipient’s inbox. The solution is to separate
your e-mail stream by sending your e-mail from multiple IP
addresses. Lack of separation causes roughly 80% of e-mail
delivery problems.

Running all of your e-mail programs on one IP address can cause
deliverability issues because when one mail stream runs into
trouble with an ISP, it prevents ALL of your e-mail campaigns
from reaching the inbox. A failure in one campaign can cause
gridlock for the rest of your programs.

Source: Yesmail white paper, “10 Email Deliverability Myths
Debunked.”

—————————————————————–

***10 ways to share content with your prospects***

According to direct marketing consultant Reggie Brady, here are
the top 10 content marketing vehicles:

1—Social media.
2—E-newsletters.
3—Articles on your web site.
4—Press releases.
5—Blog posts.
6—Videos.
7—Print magazines and catalogs.
8—Infographics.
9—White papers.
10—Webinars and podcasts.

Source: Reggie Brady, “Thinking Outside the Box,” DMCNY
Postings, 5/13, p. 11.

—————————————————————–

***No success without action***

Entrepreneur Ali Brown says to take action on opportunities when
they appear. Of course, action involves risk. You might have to
hire more people to help with a new client. You’ll need time to
research that prospective business partner. Or figure out how to
hire that amazing new mentor.

“It’s up to YOU to take action when the path is revealed,” says
Ali. “The universe is supporting you, and each step will bring
you closer to your dreams.”

Source: Ali Brown e-newsletter, 6/6/13

—————————————————————–

***6 keys to a pay-per-click (PPC) ad campaign***

1—The offer – e.g., “Free consultation” vs. “Free special report”

2—The call to action – e.g., “Call now” vs. “Click here”

3—Credibility – e.g., “Since 1996″ vs. “BBB accredited”

4—Ad headline – e.g., “Solve packaging problems” vs. “Low-price
packaging”

5—Display URLs – customized URLs sometimes boost click-through
rates.

6—Price – e.g., “Only $35″ vs. “30% off”

Source: Brad Shorr, Content Marketing Institute, 6/6/13.

—————————————————————–

***9 tips for writing better video sales letters***

The Direct Marketing Club of New York recently published, in
their member newsletter, my new article “9 Rules for Writing
Video Sales Letters.” Now you can read it online here at no
charge, even if you are not a DMCNY member:

http://www.bly.com/newsite/Pages/PDFs/May2013Postings.pdf

—————————————————————–

***More tips on sending e-mail to mobile devices***

>> Human thumbs are not as accurate as a computer mouse.
Therefore, your call to action should be at least 44 X 44 pixels.

>> Font size on most smart phones should be 13 pixels.

>> Be bold. Use color, images, and typography to be visually
compelling and engaging.

>> Because the screen size is small, keep the messages simple
and concise.

Source: Fernando Espejel, “Send Smart,” Target Marketing, 6/13,
p. 13.

—————————————————————–

***Tracking where web visitors come from***

You can track where traffic to your web site comes from by
adding “UTM” parameters to your site. These are tags that you
add to your URL. When a visitor clicks on a site with UTM tags,
these tags are sent back to Google Analytics for tracking. Click
here to learn more details. It’s free info; there’s nothing to
buy:

http://blog.kissmetrics.com/how-to-use-utm-parameters/

—————————————————————–

***What’s better: intelligence or wisdom?***

“I like the humorous observation that intelligence is knowing
that a tomato is a fruit while wisdom is knowing not to put it
in a fruit salad,” says my colleague, sales guru Michael Dalton
Johnson.

He notes that while you may be the world’s most intelligent
person, it doesn’t mean you have the requisite wisdom to execute
every aspect of your business plan. Example: Many entrepreneurs
got A’s in English but do not have the ability to write compelling
marketing copy.

“You would be well advised to seek experienced and talented
experts to help you execute the critical aspects of your
business and marketing plan,” Michael advises. “Look at it this
way: Would you rather be lost in the woods with Albert Einstein
or Daniel Boone?”

Source: Salesdog.com, 6/12/13.

—————————————————————–

***The trouble with social media***

The main drawback to social media, at least from my point of
view, is that it takes too much time.

According to a survey by the Social Media Examiner, 62% of
marketers spend 6 hours a week or more on social media … and
nearly 36% spend 11 or more hour weekly on social media.

If you spend 11 hours a week doing social media, and your
billing rate is $150, and you work 50 weeks a year, social media
is costing you $82,500 a year – many times more than I have ever
spent to market myself in any year of my career.

Source: 2013 Social Media Marketing Industry Report.

—————————————————————–

***Promoting sales events via e-mail***

When using e-mail to promote sales events, feature a single
product with a significant discount. If you can’t accommodate a
daily frequency, this could be the deal of the week rather than
day.

Use prominent “Share with Your Network” links to encourage your
subscribers to spread the word! Make sure you have enough
inventory. Be prepared to handle an out-of-stock item by
offering a similar product at a similar price.

Source: Bronto white paper, “The Top 12 Marketing Tips for the
Holidays”

—————————————————————–

***Quotation of the month***

“Clever plays on words and attempts to be funny in advertising
usually fall flat. There is a place for cleverness and humor,
but it is a rare product that can win more customers through
these devices.”

–Maxwell Sakheim, “7 Deadly Sins of Advertising”

—————————————————————–
***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
direct mail packages, 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 201-505-9451 or e-mail rwbly@bly.com.
—————————————————————–

6/13/2013

What’s more persuasive: emotion or logic?

Filed under: Newsletter Archive — site admin @ 9:52 am

—————————————————————–

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

June 3, 2013

—————————————————————–

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.

—————————————————————–

***How to always sound wise and avoid sounding stupid***

In one of his novels, the late Robert B. Parker had his
detective Spenser say of his friend Hawk: “Hawk always knows
what he’s talking about. Not because he knows everything, but
because he only talks about things he knows.”

If you want to be confident and stand on firm ground when you
speak or argue, take a cue from Parker and only talk about what
you know.

My smart subscriber DK refuses to be pulled into arguing about
things he doesn’t know. He tells the person who wants to engage
him in an argument, “I can’t offer you an opinion as I don’t
know enough about the topic we’re discussing.” I love that.

Most people, by comparison, feel compelled to articulate
opinions on topics they know little or nothing about, and their
ignorance is often revealed as a result.

—————————————————————–

***Get “mentored” for free***

Dan Auito’s new free e-book, “Business Mentors 101,” has
mentoring tips from dozens of experts on various business
topics, including: product creation … getting started with
Twitter … multi-level marketing … public relations … mobile
marketing … e-mail marketing … joint ventures … real estate
investing … product launches … and much more.

I haven’t read the whole thing, but what I’ve read so far, I
like. And I know that everything Dan produces is always
worthwhile. To download a free copy, click here now:

www.LittleGiantBook.com

—————————————————————–

***What pulls best: emotion or logic?***

Emotional appeal works best when you want people to take a
desired action. Excitement, urgency … whatever feeling might
inspire them to take action, giving people hard-core data will
usually not have the same effect.

A 2007 study conducted by Carnegie Mellon University tested
response to different appeals for donations for people in dire
living situations in Africa. The first appeal gave elaborate
statistics on the dislocation of millions of people, food
shortages, and the scarcity of rain in the region.

The second appeal talked about the story of a particular girl
who was starving in Zambia. A picture of the girl was sent
alongside, and students were requested to send donations
directly for her.

While the fact-focused appeal got students to donate $1.14 on an
average, the amount rose to an average of $2.38 for the
story-based appeal. A third appeal that contained both the story
and the statistics collected $1.43 on an average.

Source: The WordStream blog, 5/2/13.

—————————————————————–

***Put a picture on the outer envelope***

When most of us consider a teaser for a direct mail envelope, we
think only in terms of copy. But overlooking the use of visuals
may be an error.

A blogger at KD Mailing and Fulfillment writes, “When I worked
at Better Homes and Gardens, we offered a series of books about
decorating. I knew showing a beautifully decorated room quickly
would lift response. So, I took the brochure and scaled it down
and used the money we saved to pay for a glamour photo of a den
on the outer envelope. Response was almost 20% higher than a
white envelope with just teaser copy.”

Source: www.kdmailing.com

—————————————————————–

***The 5/10/85 rule***

Copywriter and marketing consultant Jerry Jones says that no
matter what cross-section of the population you analyze, they
will sort themselves into 5%, 10%, and 85%.

For example, 5% of your customers are doing great and can buy
anything you offer. About 10% will respond and be able to buy.
And 85% will say they cannot buy, either because they think they
can’t afford it or are not motivated enough to get the result
you offer.

Source: The Direct Mail Profit Insider, 5/13, p. 1.

—————————————————————–

***The 3 Rs of content optimization***

What do you do when your content becomes out of date? You have 3
options:

>> Reorganize – take existing content and restructure it in a
way that is more useful to your prospects.

>> Rewrite – companies often find it useful to rewrite content
when it is either dated or has been exhausted due to a high
level of previous consumption.

>> Retire – every piece of content has a shelf life. You cannot
use the same content indefinitely.

Source: Marketo white paper, Creating Content That Sells

—————————————————————–

***Improving e-mail deliverability***

If you are an Internet marketer, coach, or copywriter, use an
autoresponder system designed to maximize delivery of
“high-risk” emails.

Not all systems are engineered with that kind of deliverability
in mind. The big e-mail services tend to focus their marketing
efforts on big companies and small businesses, neither of which
send high-risk emails. So those email services don’t need to
spend the money to create a system that takes into account
high-risk deliverability.

But there are email service providers that were designed for
such advanced e-mail marketers. All three of these autoresponder
systems were designed for information marketers, Internet
marketers, and coaches.

They all send high-risk emails and allow you to import your list
without having to re-confirm your subscribers. So you can easily
switch from your current email system to SendReach,
OfficeAutoPilot and SendPepper.

Source: Blake King, Today @ Target Marketing, 5/29/13.

—————————————————————–

***Honesty is the best policy in marketing***

Honesty is what will make you a fortune, says an article in
Wealth Magnet, not only in e-mail marketing, but in life as
well. Honesty is vital: you should be yourself all the time,
meaning your capture page should offer something real that
people would actually get after they give their e-mail.

Your e-mails should build trust, and this would happen by
sending people honest materials. You might want to show them you
made $10,000 in a week, yet if you didn’t – don’t lie to them.
Simply send them something else you achieved, like collecting
ten leads in a day and a way for them to do the same.

Lying to your subscribers is the worst option when it comes to
e-mail marketing. There is too much fakeness online nowadays.
People recognize it the minute they see it, besides it is not
cool at all.

Source: Wealth Magnet, 3/26/13.

—————————————————————–

***Designing mobile-ready e-mails***

Here is a checklist for producing e-mails your prospects can
easily view on their mobiles:

>> Provide customers with the most relevant clickable content in
a mobile environment.

>> E-mail width should be less than the screen width of the
mobile device it is being displayed on.

>> Font is at least 13px for text and 25px for headlines.

>> You have touch-friendly buttons – a minimum of 29 X 44px with
10px padding.

>> Your e-mail looks good on both IOS and Android.

Source: StrongMail white paper, Mobile Optimization Success
Guide.

—————————————————————–

***The 7 most effective lead generation tactics***

According to marketing expert David Scott, these are the 7 most
effective ways to generate leads:

1—Search engine marketing.
2—Social media advertising.
3—Display ads on external web sites.
4—E-mail marketing.
5—Direct mail.
6—Cold calling.
7—Trade shows.

Source: eM+C Daily, 5/22/13.

—————————————————————–

***Quotation of the month***

“Luck is most often accompanied with knowing what you are
doing.”
–Robert Knot, “Ironhorse,” G.P. Putman’s Sons, 2013, p. 98.

—————————————————————–

***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
direct mail packages, 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 201-505-9451 or e-mail rwbly@bly.com.

—————————————————————–

 

5/3/2013

Which free offers pull best?

Filed under: Newsletter Archive — site admin @ 8:59 am

—————————————————————–

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

May 2, 2013

—————————————————————–

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.

—————————————————————–

***Which free offers pull best?***

According to HubSpot, not all offers are created equal. Some
formats of offers perform better than others at generating
leads. Here, in order of performance, are the offers that
generate the most amounts of leads:

>> E-books or guides.
>> Templates or presentations.
>> Research and reports.
>> White papers.
>> Kits (multiple offers packaged together).
>> Live webinars.
>> On-demand videos.
>> Blog posts with a call to action in the post.
>> Demo requests.

Source: HubSpot, “The 30 Greatest Lead Generation Tips, Tricks,
and Ideas.”

—————————————————————–

***Social media addiction reduces performance***

A study of 500 female college freshmen found that women in the
group spent nearly 12 hours a day texting, posting, and surfing
the Web.

The study also found that the more time these women spent using
online media, the worse their academic performance.

What do you think spending hours a day on social media does to
your productivity at work?

Source: MSN Healthy Living.

—————————————————————–

***Bill Bonner’s copywriting secret***

Agora Publishing founder and superstar marketer Bill Bonner uses
the “IRS” (interrupt, reveal, sell) formula to write great copy:

1-Interrupt your audience with a big idea they haven’t heard
before.

2-Reveal what it is you are talking about and how it connects to
the reader.

3-Sell by linking your big idea message to the product you are
about to offer.

Source: http://copywritersroundtable.com

—————————————————————–

***Watch out for bounced e-mails***

When you receive a bounce, it means the email you are trying to
send is not deliverable. Often time this means the email address
you are trying to reach does not exist.

Take note of the bounces you receive. Ideally, you should remove
undeliverable addresses on a regular basis so your bounce rate
stays low.

A single digit bounce rate should not be a problem, but if your
bounce rate is 30% or more, your email reputation will become
damaged. Being proactive with your email strategy will keep your
numbers low and reduce the chances of being considered a
spammer. Experts say that you should remove hard bounces from
your list in a timely manner.

Source: Mequoda Daily Blog, 5/1/13.

—————————————————————–

**3 ways to increase sales of luxury products**

“As a rule, I believe it pays to think of high-end buyers as the
same as you and me, except they have lots more money,” says my
friend, Ruth Sheldon, a copywriter specializing in luxury
product marketing.

Here are 3 tips from Ruth on how to sell costly goods and
services to affluent buyers:

1. They love a deal. Even though they have more resources than
most, buyers of luxury products want to think they’re getting a
bargain.

Being frugal may be how they got their money in the first place,
and wanting to get a deal will always be a part of their
emotional make-up. Besides, thinking you’ve scored big-time is
part of the game — and everyone wants to feel like a winner.

2. They love exclusivity. Consumers of luxury goods want to feel
the product or service for which they are being asked to spend
top dollar, will not be available to everyone.

They can afford to be different — and they’re willing to pay
for it. Try to use one-of-a-kind or limited edition positioning
if possible.

3. They want value — and do their homework to make sure
they get it.

Although luxury car buyers, for example, will spend hundreds of
thousands of dollars for a car without flinching, you can be
sure they’ll carefully evaluate performance, safety,
acceleration speeds, etc. to make sure they’re getting exactly
what they want.

So be prepared to give them the facts they want along with a
knock-your-socks off emotional appeal.

—————————————————————–

***B2C copywriting training***

I will be presenting a workshop on lead generation at AWAI’s
2013 B2B Copywriting Intensive, to be held July 21 – 24 in
Chicago, and we guarantee you’ll walk away knowing how to get
clients and handle assignments in the four most lucrative and
in-demand areas of B2B copywriting.

During this intense, 3-day, hands-on training event, you’ll work
directly with 5 of the world’s best B2B copywriters who will
give you the tools, insider knowledge, and confidence you need
to successfully launch your business, and show you how to find
and land clients who are willing to pay you good money for your
newly acquired skills. For more information or to register,
click here now:

www.awaionline.com/bw2/bly

—————————————————————–

***Small business summit in NJ***

On Tuesday, May 21, 2013, from 6:00 PM to 8:00 PM, the American
Marketing Association of New Jersey is hosting a Small Business
Summit. A panel of experts will share their unique stories about
how their businesses or clients were able to maximize exposure
through creative strategies that set them apart from the
competition. Register here:

http://www.eventbrite.com/event/6308223065#

—————————————————————–

***7 tips for webinar presenters***

1-Keep the overview under 5 minutes; attendees want to get to
the heart of the topic right away.

2-Reference page numbers or slides during the course of the
presentation.

3-Use examples to help explain your topic.

4-Repeat each question before you answer to allow the audience
to hear both sides of the exchange.

5-Speak clearly and project your voice fully.

6-Make sure your presentation follows the advertised agenda -
and fits the allotted time.

7-Avoid reading directly from the materials.

Source: Lorman Education Services

—————————————————————–

***Quotation of the month***

“Fear is not real. It is a product of thoughts you create.”
–Will Smith in “After Earth”

—————————————————————–

***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
direct mail packages, 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 201-505-9451 or e-mail rwbly@bly.com.

—————————————————————–

4/1/2013

Online video tip; Twitter shorthand, mobile landing pages

Filed under: Newsletter Archive — site admin @ 10:46 am

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, and direct marketing.
April 1, 2013

—————————————————————–

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.

—————————————————————–

***What to put in your “welcome” e-mail***

The “welcome” e-mail is the first e-mail your new subscribers
get when they opt into your e-list. Here are some of the items
a welcome e-mail can include:

** Thanking the subscriber for the trust they’re giving you.

** Offering an incentive to make a purchase.

** Setting expectations for the value and frequency of your
communications.

** Educating the subscriber on the depth of your product
catalog.

** Requesting information to help you improve the
relevance of future e-mail communications.

** Informing the subscriber of your privacy policy.

** Instructing the subscriber on how to “whitelist” your
domain.

** Promoting other social channels such as a blog, Twitter,
LinkedIn, Google+, and Facebook.

Source: Today @ Target Marketing, 3/4/13.

—————————————————————–

***What’s worth more—ideas or actions?***

Google AdWords wizard Perry Marshall says that one difference
between real entrepreneurs and wannabes is that wannabes obsess
about ideas while entrepreneurs obsess about implementation.

He also says that wannabes shield their precious ideas from
harsh reality, postponing the verdict of success or failure
until “some day.” Entrepreneurs expose their ideas to harsh
scrutiny as soon as reasonably possible.

The late Isaac Asimov said readers would constantly approach him
with ideas for science fiction stories. They suggested that he
could write the story and then they could split the fee.

“I have a better idea,” Asimov always replied. “I’ll give YOU an
idea, you write the story, and give me half the fee.” No one
ever took him up on this offer.

—————————————————————–

***Posting online video on your web site***

I asked Internet guru Terry Dean whether online video should run
automatically when the visitor clicks on the page or require the
visitor to click to start up the video.

“The answer to your question is it depends on where the visitors
are coming from; I would even check the time they’re visiting,”
replied Terry.

His advice: The more likely the visitors are at home, the more
likely you want the video to autoplay. The more likely they’re
in an office, the less you want it to autoplay.

In most b2b applications, click to play wins. In most b2c
applications, autoplay wins. “That’s a general rule of course,”
he adds.

—————————————————————–

***How to write for Twitter***

Here are the top 25 Twitter abbreviations according to
Internet@Suite 101:

* AFAIK – as far as I know

* b/c, bcz or cuz – because

* BFN – bye for now

* EM – email

* fav/fave – favorite

* FB – Facebook

* FML – … my life (the first word most often interpreted as a
four-letter one)

* FTF or F2F – face to face

* FWD – forward

* GN – good night

* HT – hat tip

* HTH – hope that helps

* IIRC – if I remember correctly

* IRL – in real life

* J/K – just kidding

* LI – LinkedIn

* NP – no problem

* OH – overheard

* TY – thank you

* TYVM – thank you very much

* YW – you’re welcome

—————————————————————–

***How to package your content***

Roger C. Parker suggests using the following types of
information for content marketing:

1—Information on buying … example: “10 Things to Look for When
Shopping for Floor Covering.”

2—Questions to ask … “6 Questions to Ask When Refinancing Your
Home.”

3—Mistakes to avoid … “Top 10 Mistakes Made by First-Time Book
Authors.”

4—Symptoms … “7 Signs of Job Burnout.”

5—Strategies … “6 Steps to Permanent Weight Loss.”

6—Definitions … “8 Important E-Commerce Terms.”

7—Best practices … “10 Keys to Sustained Growth.”

Source: Content Marketing Institute, 2/22/13.

—————————————————————–

***7 things today’s businesspeople need to succeed***

1–Create strategies with a global context. Even many
solopreneurs now operate globally.

2–Know when affordability trumps innovation. In many markets,
users don’t care about innovation; they care about basic,
affordable functionality.

3– Be more adept at building relationships than filing lawsuits.
Businesses need to lose the crutch of legal systems to ensure
contractual commitments are met.

4–Become fascinated with world events. What happens in Asia,
Europe, Latin America, Africa, and Australia affects America.

5–Learn what motivates employees. Motivating employees will be
key to the productivity gains necessary to compete with rivals
operating with lower costs.

6–Embrace new bottom lines. Managers in the 21st century will
need to become super motivators who drive productivity and
innovation, create competitive products, and generate more sales
and increased profits.

7–Maintain a strong moral compass. This will be essential to
building trust and relationships, the business “currency” in many
countries.

Source: News and Experts, 3/4/13.

—————————————————————–

***Tips for optimizing mobile landing pages***

>> Make sure your site is compatible with tilted screens and can
be read in either landscape or portrait view.

>> Don’t make users pinch and zoom to bring your page into focus.

>> On mobile screens it’s easy for content to appear cluttered,
so keep your copy concise.

>> Make it fast; 82% of mobile users expect a web page to load
within 5 seconds.

>> Use a click-to-call button; 61% of mobile users call after a
local business search.

Source: econsultancy.com

—————————————————————–

***Quotation of the month***

“My deep, dark secret of success in this life: you can have
anything you want. Anything! All you have to do is go and get
it. All you can have in this life is what you grab and hold onto
with both hands. But you got to go and do!” –Harlan Ellison

Source: Harlan Ellison, “The Harlan Ellison Hornbook” (Penzler
Books), p. 165.

—————————————————————–

***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
direct mail packages, 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 201-505-9451 or e-mail rwbly@bly.com.

—————————————————————–

3/4/2013

10 content writing tips; why people fail

Filed under: Newsletter Archive — site admin @ 1:45 pm

—————————————————————–

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

March 4, 2013

—————————————————————–

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.

—————————————————————–

***10 tips for writing content Google will love***

Copyblogger.com offers these 10 suggestions for writing strong
content that gets marketing results online:

1. Care — deeply — about the quality of your writing, and about
your audience.

2. Go deep with original research.

3. Share a never-before-seen interview.

4. Avoid redundant, duplicated, or stolen content.

5. Build so much trust with your audience that people would be
happy to hand over their credit card.

6. Build your authority — and your site’s authority.

7. Write for humans — not machines.

8. Create something nobody has ever seen before.

9. Remain balanced and worthy of your audience’s trust.

10. Cover a topic comprehensively (don’t aim for an arbitrary
word count and stop once you reach it).

According to Marketingprofs.com, some of the types of content
Google likes include interviews, lists, surveys, polls, reviews, news,
case studies, predictions, humor, and contests.

Source: www.copyblogger.com, 2/18/13.

—————————————————————–

***Are you really a business, marketing, or content
strategist?***

Writing on LinkedIn, Jeff Haden asserts that a lot of people who
sell themselves as strategists really aren’t. Says Haden: “I
sometimes help manufacturing plants improve productivity and
quality. There are strategies I use to identify areas for
improvement but I’m in no way a strategist. I don’t create
something new; I apply my experience and a few proven
methodologies to make improvements.”

Strategists look at the present, envision something new, and
develop approaches to make their vision a reality. “Very few
people are strategists,” says Haden. “Most ‘strategists’ are
actually coaches, specialists, or consultants who use what they
know to help others.” He adds the good news that 99% of the time
that’s what customers need – they don’t need or even want a
strategist.

—————————————————————–

***The value of listening***

An old man was going deaf. He got a hearing aid that enabled him
to hear much better.

When he went for his checkup in a month, his audiologist said,
“Your hearing is great. Your family must be happy you can hear
again.”

The old man replied: “Oh, I haven’t told my family yet. I just
sit around and listen to them talking. I’ve already changed my
will 3 times!”

Source: American Dreamer, Vol. III, No. 2.

—————————————————————–

***5 reasons why people fail***

1—Uninspiring goals … make the goal the feeling you will get
when you achieve the thing rather than the thing itself.

2—Fear of failure … if you’re afraid of failing, you won’t take
the necessary risks required to achieve your goal.

3—Fear of success … you are worried that even if you achieve
something spectacular, like enormous wealth, it still won’t make
you happy.

4—An unrealistic timetable … most people overestimate what they
can do in a week and underestimate what they can do in a year.

5—Worrying about getting stuck … a plateau is almost always a
sign that you’re on the brink of a major breakthrough. Have
patience!

Source: The Ziglar Weekly Newsletter, 2/13/13.

—————————————————————–

***Hire a coach – not***

Internet marketing expert Terry Dean lists 5 situations in which
you should not hire a coach:

1—You only want a “yes” person to put a stamp of approval on
your project.

2—You refuse to track your stats and results or install Google
Analytics.

3—You’re not open to new ideas.

4—You want someone to do the work for you. “Coaches don’t do the
work for you,” says Terry. “They guide you.”

5—You simply can’t afford it. Don’t spend the rent money.

Source: Terry Dean e-newsletter, 2/14/13.

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***A top PR coach you can “hire” for one dollar***

Paul Hartunian, a top public relations guru, dispenses PR advice
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get free publicity for your business, regardless of what
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If you aren’t a member, you can join for just $1 for a trial
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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 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!

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***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
direct mail packages, 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 201-505-9451 or e-mail rwbly@bly.com.

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