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

4/7/2008

Why the hard sell usually flops

Filed under: General — site admin @ 11:13 pm

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

March, 2008

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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 the bottom of this
message and click on “Safe Unsubscribe” for immediate removal
from this list.

Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus one or two 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.

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***Avoid hard-sell tactics that turn potential clients off***

“When you call someone, never start out with a mini-presentation
about yourself, your company, and what you have to offer,”
advises sales expert Ari Galper.

Instead, says Galper, start with a conversation on a specific
problem that your service solves, e.g., “I’m just calling to see
if you are open to some new ideas relating to driving traffic to
your Web site.”

You are not pitching your services or approach with this opening
phrase. You are addressing a problem that you believe they might
have an intense desire to solve. For this to work in your favor,
of course, you must identify desired results and benefits that
your services can deliver.

Source: Galper, Ari, “7 Ways to Cut Loose,” SFS News & Notes, p.
4. Visit Ari online at:

www.unlockthegame.com

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***Double or triple your online conversion rates, orders, and
revenues***

Internet marketers: imagine how much of a difference it would
make in your annual income if you could double or triple your
online revenues.

One way to achieve that goal is to increase landing page
conversion rates – that is, the percentage of unique visitors to
the page who order the product.

My brand new free Web site, www.thelandingpageguru.com, shows
you many ways to do just that. It includes free tips on improving
landing page copy … boosting conversion with an auto-responder
e-mail series … improving e-mail address capture rates … Taguchi
testing … and much more.

Take a look right now, bookmark for future reference, and tell
your friends. They will be glad you did:

www.thelandingpageguru.com

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***Free Taguchi test elements for your new landing page***

One of the things we teach you about on
www.thelandingpageguru.com is Taguchi testing.

Taguchi testing enables you to test multiple elements –
including headlines, subheads, banners, salutations, offers,
guarantees, and more – in your landing pages simultaneously.

As a result, you can quickly optimize landing page performance,
often doubling or tripling conversion rates within a few weeks.

Normally, when I write landing pages for my clients, I charge
thousands of dollars extra for a complete set of Taguchi test
elements.

This month, I am offering to any new or current client a
complete set of Taguchi test elements for free when you hire me
to write a new long-copy landing page or rewrite an existing
page.

The only catch is that, to qualify for the free offer, you must
agree to share the test results with me and allow me to publish
them. And it must be a page to generate direct sales of a
product, not a squeeze page giving away a white paper, e-zine,
or other free content.

To find out more about having me write a Taguchi-optimized
landing page for one of your products, e-mail fern@bly.com. Or
call Fern Dickey at 201-797-8105 today.

But I urge you to hurry. This offer ends 5/15/08. And once it
expires, it may never be repeated again.

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***A clever new idea for keyword discovery***

Check your internal search box on your Web site. The words most
frequently searched using the internal search function are
usually the same keywords people search on when trying to find
information on your topic.

Recommendation: optimize your site and bid on pay-per-click ads
for these keywords. Because these are the keywords people use to
find out about your product or company.

Source: SIPA Marketing Conference, Miami, FL, 12/13/07.

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***How to design content and marketing documents for older folks
like me***

Since vision impairments increase with age, time spent
organizing your layout and using legible design and typography
will more than pay for themselves in increased audience response
when marketing or publishing to the over-50 market.

One tip: maximize contrast between the typography and the
background. Reason: a greater amount of contrast makes it easier
to distinguish an image. This is especially true for the
contrast in color between text and paper.

As for type size: yes, older readers prefer large type. But type
style also matters. Avoid ornate typefaces and overuse of
italics. Choose a serif type.

A bit more spacing between lines also enhances readability.
Avoid extensive use of ALL CAPS and type reversing out of a
solid or screen.

Indenting paragraphs and use of standard capitalization improve
reading, as do smaller blocks of copy, shorter lines of type,
and more paragraphs.

Source: Writing That Works, 1/9/08

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***Free report on how to become a six-figure grants
consultant***

Would you like to build a home-based writing business, earning
$120,000+ annually, that is always needed and NOT saturated like
other writing niches?

There will always be non-profits needing funding and wealthy
foundations and government grant programs to fund them. You can
make them your clients at $100 – $200 per hour.

Learn how in One Stop Grant Shop’s Free Report: “How to Become a
Six-Figure Grants Consultant,” including: price setting … how to
write winning proposals … tools … and more.

Written by two consultants with over 20 combined years of
experience winning more than $20 million in grants, this report
regularly sells for $29.99. But it’s yours free for a limited
time only when you click on the link below:

www.onestopgrantshop.com/FreeReports.php

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***Pricing audio information products online***

For years I have been selling audio information products on tape
and CD.

Now, my customers are beginning to ask if they are available for
immediate download as MP3 files. And maybe yours are, too.

Internet marketing guru Fred Gleeck, who has produced somewhere
north of 2,000 audio info products, recommends that you offer
your customers a choice: MP3 or CD.

He suggests that, for multi-CD programs, the physical product
cost $50 more than the downloadable version, e.g., $77 for the
MP3 download and $127 for the CDs.

I would suggest that the buyer of the physical product also get
the downloadable MP3 as a bonus.

Visit Fred online at www.fredgleeck.com/ebooks to claim 5 free
books worth over $75.

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***Avoid this cover design mistake when producing e-books***

When designing e-books, do not use black as the background color
for the covers or even the headers.

Reason: printing a page that’s mostly black uses up a lot of
ink, especially on small printers for home PCs. And the pages
can come out wet and wrinkly.

Fancy covers attract buyers, but too much color and design can
waste the customer’s ink, creating a cost concern that stops
them from ordering more e-books from you.

Source: Thanks to subscriber Ann Hasselquist for this tip.

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***Tax savings every freelancer should take***

As an independent contractor, you’re your own boss. You call
your own shots.

But with that freedom come responsibilities — quarterly taxes
among them.

Find out where you can save … what the IRS really needs to
know … how to make the most of those deductions for travel,
meals, entertainment, home office, and more …

To get answers to hundreds of tax questions along with practical
worksheets you can use to make sure you’re paying as little as
possible to Uncle Sam, click here:

www.thetravelwriterslife.com/tax/bb

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***Quotation of the month***

“The only demon that really counts is the lazy demon. And we’re
all lazy. But every human on earth has to figure out a way to
get your ass to do something.”
–Jerry Seinfeld

Source: Parade Magazine, 10/21/07, p. 5.

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***60-second commercial from Fern Dickey, Project Manager***

Bob 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 me know your industry and the type of
copy you’re interested in seeing (ads, mailings, etc.) and if
Bob is available to take your assignment, we’ll tailor a package
of recent samples to fit your requirements. Call Fern Dickey at
201-797-8105 or e-mail fern@bly.com.

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1/7/2006

Save $500 on Bob Bly?s ?Copywriting Secrets?

Filed under: General — site admin @ 7:30 pm

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

January, 2006

————————————————————————

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 www.bly.com, enter your e-mail address,
and hit Unsubscribe.

And 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 weeks left to save $500 on my upcoming copywriting boot
camp***

The $500 Early Bird discount for my upcoming ?World?s
Best-Kept Copywriting Secrets? Boot Camp, to be held in Las
Vegas on February 24-26, expires on January 26, 2006.

If you?ve ever wanted to learn my copywriting secrets from
me live and in person, this is your chance. This Bob Bly?s
Copywriting Boot Camp is a one-time-only event, and it will
never be repeated again.

For details and to register today ? and lock in your $500
savings before the Early Bird offer expires ? click below
now:

www.writingadcopy.com

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***25 ?lost? sales secrets now available once again***

Many years ago, I privately published a booklet, ?25
Secrets of Selling Success,? that many salespeople
confidentially told me changed their lives.

Now my 25 proven sales secrets have been expanded into a
book, ?Magnetic Selling,? just published by Amacom.

?Concise and brilliantly written, ?Magnetic Selling? is a
masterpiece,? says Steve Roberts, President, Edith Roman
Associates. ?It took me 30 years to learn these selling
secrets.?

For more information ? or to order ?Magnetic Selling? at
32% off the cover price ? click below now:

http://www.amazon.com/gp/product/0814472818/qid=1135803702/sr=2-1/ref=pd_bbs_b_2_1/002-7422226-7888004?s=books&v=glance&n=283155

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***Are you working hard or hardly working?***

If, like many of my readers, you feel like you?re juggling
a dozen balls in the air and churning out copy like crazy,
well ? don?t compare yourself to Barbara Cartland.

Cartland, who died in 2000 at 98, wrote 723 books selling
more than a billion copies. She also left 160 unedited
manuscripts, now being published by her estate.

Having written only 62 books, I feel like a total slug. And
I don?t think I?m even close to selling a billion copies.

Source: Parade, 8/21/05, p. 2.

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***Tom Collins: 10 secrets for writing great ad copy***

Tom Collins is a legend in direct marketing and writes a
regular column for Direct magazine.

Here?s Tom?s 10-point formula for writing a winning ad:

1. Flag and snag the prospect.
2. Identify the product or service.
3. State or imply the problem.
4. State or imply the benefit.
5. Strengthen the verbal with the visual.
6. Invite reading with typography.
7. Build brand recognition and trust.
8. Don?t hold back the Web site?s best sales points.
9. Include outside recognition if possible ? awards,
reviews, testimonials.
10. Encourage and reward response and involvement.

Source: Direct, 10/15/05, p. 78.

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***Don?t get hung up on keyword density when writing Web
copy***

Keyword density refers to the number of keywords per Web
page. But is it important?

If your keyword is ?tennis,? and the word ?tennis? is
repeated 15 times in the text of a 300-word Web page, your
keyword density is 5%.

?Basically, I never worry about keyword density,? says
Heather Lloyd Martin, a specialist in search engine
optimization (SEO) copywriting.

She explains: ?Back in the old days, many SEO experts used
keyword density, because having a specific density did
seem to help influence search engine rankings.?

But as I?ve said, SEO is a moving target. And now, says
Heather, search engines have learned how to avoid being
manipulated by keyword density.

?I don’t see a specific density percentage having any
influence,? she notes.

What is important is optimizing for 2 to 3 key phrases per
page ? including those key phrases where they naturally
flow within the copy.

?That usually means that every keyword is included three
times, but never so much as to be overly repetitive within
the copy,? says Heather.

For more information about SEO copywriting best practices,
visit Heather?s Web site:

www.SearchEngineWriting.com

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***Quick and easy way to own your own business***

Want to start your own business? Buy a franchise. The
success rate for franchises is much higher than for
non-franchise businesses. You get to be your own boss, but
you buy into a proven success formula of an
already-successful business.

Victor Patterson?s First Franchise USA can match you with
franchise opportunities that fit your budget and
preferences. And their service is free! For more
information, click below:

www.FirstFranchiseUSA.com

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*** Secrets of writing for the health care market revealed
at last***

Writing copy for the high-paying healthcare market just got
easier, because copywriter Kelly Robbins has put together a
toolkit to help copywriters understand the unique writing
needs of the healthcare industry.

The Healthcare Copywriters Toolkit walks you through the
copywriting process from the minute you get the assignment
to the second you hand the copy to the client. The toolkit
tells you how to save time doing research, specific
questions you should ask every doctor when interviewing,
and ways to make sure your copy gets approved easily and
effortlessly.

For more information, click below now:

www.kellyrobbinsllc.com/essentialhealthcarecopywriterstoolkit.html

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*** The great Madison Avenue ad agency rip-off***

There are certain industries with inherent flaws that make
them, at best, marginally effective. And the ad agency
business is one of them.

I believe that the ad agency business as practiced today
also has a built-in flaw that dooms the majority of it to
mediocrity at best, and an outright drain on corporate
productivity at worst.

Reason: despite protests to the contrary, Madison Avenue,
as evidenced by national ad campaigns, has as its primary
objective creativity, not sales.

Example: the Six Flags TV ad campaign with the crazy
dancing old guy (rumored to be a young woman in makeup) was
the talk of the ad agency world ? universally heralded for
its humor, energy, and cleverness.

But, according to a short item in Parade (8/21/05), after
spending a stomach-churning $72 million on the campaign,
Six Flags reported the results: no increase in attendance ?
and not a drop of added revenue.

That?s a return on investment (ROI) of less than zero,
putting Six Flags $72 million in the hole on this marketing
boondoggle.

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***60-second commercial from Fern Dickey, Project
Manager***

Bob 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, mailings, etc.), and if Bob is available to take your
assignment, we?ll tailor a package of recent samples to fit
your requirements. Call Fern Dickey at 201-797-8105 or
e-mail fern1128@optonline.net.

————————————————————————

Bob Bly
Copywriter/consultant
22 E. Quackenbush Ave.
Dumont, NJ 07628
rwbly@bly.com
www.bly.com
phone 201-385-1220
fax 201-385-1138

————————————————————————

11/10/2005

Can fruitcake reveal a marketing secret?

Filed under: General — site admin @ 10:53 am

———————————————

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

November, 2005

———————————————

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 www.bly.com,
enter your e-mail address, and hit Unsubscribe.

And 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.

———————————————

***Can a fruitcake boost your response rates?***

Semantics ? the language you use to describe your
product and offer ? can make a huge difference in
bottom-line results.

If that were not true, no car dealer would
advertise “pre-owned automobiles.” They would just
sell used cars.

Another example: Collin Street Bakery,
headquartered in Texas, was struggling to generate
sales for its fruitcake.

The cakes are delicious. But “fruitcake” has a
negative image.

One of the reasons Collin Street fruitcakes taste
so good is they are made with pecans grown on the
Texas river banks.

So Collin Street Bakery repositioned their
fruitcake, calling it a “Native Texas Pecan Cake.”

The results: response rates to direct mail selling
the cakes increased 60% … and the promotion was so
successful, the bakery sent 12 million pieces of
mail.

Source: Sandy Franks, Agora Publishing

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***Attend the first Bob Bly Copywriting Boot Camp
— and save $500***

Fred Gleeck Productions is sponsoring a 3-day
event, “The World?s Best-Kept Copywriting Secrets
Boot Camp,” featuring Bob Bly, to be held February
24-26 in Las Vegas.

By enrolling online now, you save $500. For more
information and to register, click below now:

http://www.writingadcopy.com

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***Describe your product?s benefits at 3 levels***

In a presentation at the American Writers and
Artists Institute October Boot Camp, copywriting
legend Herschell Gordon Lewis showed how to write
more powerful copy by using first, second, and
third-level benefits:

* First-level benefit: Make a statement of
superiority to others.

Example: “Here at last is a silent dishwasher.”

* Second-level benefit: Relate that statement of
superiority to the reader.

Example: “Kitchen noise and clatter are gone
forever.”

* Third-level benefit: Tell the reader how this
superiority brings an improvement to her life.

Example: “For the first time, you can have a
civilized kitchen conversation, or play quiet
music … and actually hear it.”

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***Direct mail isn?t dead yet!***

* According to a study by comScore Networks, 65%
of consumers read more of the credit card offers
they get in their mail box instead of online, and
61% respond more to credit card offers they get in
the mail than online.

The study concluded that most consumers still
prefer and respond more strongly to direct mail.

* A different study, from the U.S. Postal Service,
found that 95% of all American households search
through their postal mail daily and 63% said they
enjoy getting catalogs.

* Another study found that people remember what
they read in print better than what they read on
the Web.

“Print is consistently better for recall than
screen,” concludes the study. “Individuals have a
better ability to recall after viewing materials
in print rather than on screen.”

* According to research from Vertis, direct mail
readership is on the rise: 76% of adults surveyed
read direct mail, up from 72% in 2002.

* Finally, a Direct Marketing Association study
found that sales driven by direct marketing are
projected to grow by 6.4% compounded annually
through 2009 while overall U.S. sales are
projected to grow 4.8% in the same period.

The Direct Marketing Association also reports that
direct mail expenditures have increased
approximately 76% since 1992.

In 2005, $36 billion was spent on direct mail ?
more than either print or broadcast.

Sources: DM News, 9/26/05, p. 14; Direct, 10/1/05,
p. 12; Metalworking Marketer, 10/05, p. 6; Sandy
Franks presentation, AWAI; BtoB, 10/10/05, p. 29;
Deliver, 11/05.

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***Upcoming speaking engagements***

On November 9, I will be giving a talk titled ?10
Ways to Double Your Freelance Writing Income and
Earn $100,000 a Year Or Much, Much More in 2006?
to NJCreatives, a group of northern New Jersey
freelance writers, graphic artists, illustrators,
and photographers.

For more information including time and location,
click here:

http://www.njcreatives.org/meetings/meetings.htm

On December 8, I?ll be giving my workshop “What?s
Working in E-Mail Marketing Today” at the
Newsletter and Electronic Publisher Association?s
(NEPA) Marketing Conference in Orlando, Florida.
For more information or to register, click below:

http://www.newsletters.org

———————————————

***Meet direct marketing legend Tom Collins in New
Jersey***

The New Jersey chapter of the Business Marketing
Association is hosting Tom Collins, the “Makeover
Maven” from Direct magazine, as he presents his
views ? sometimes controversial, but always
thought-provoking ? on what makes an effective
print ad. To register, go to:

http://www.whoscoming.com/BMANOV0573

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***Recent projects (just a sampling)…***

Direct mail package for Dow Theory Forecasts ?
promotion for KCI … brochure, PR, and Web copy for
Manhole Barrier Security Systems … brochures and
Web copy for Intech … sales letter for Enterprise
Technology Solutions … white papers and Web copy
for Passlogix … promotions for AWAI and ETR …
landing page for Referrals on Demand … e-mail for
Execunet … brochure and sales letters for VNUS …
ad and insert for Agora Health Books … and more.

———————————————

***60-second commercial from Fern Dickey, Project
Manager***

Bob 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, mailings, etc.), and if
Bob is available to take your assignment, we?ll
tailor a package of recent samples to fit your
requirements. Call Fern Dickey at 201-797-8105 or
e-mail fern1128@optonline.net

———————————————

Bob Bly
22 E. Quackenbush Ave.
Copywriter/Consultant
Dumont, NJ 07628
phone 201-385-1220
fax 201-385-1138
www.bly.com
rwbly@bly.com

———————————————

10/11/2005

New book by Bob Bly

Filed under: General — site admin @ 3:50 pm

————————————————–

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

October, 2005

————————————————–

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 www.bly.com, enter your e-mail address,
and hit Unsubscribe. And 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 science in science fiction***

My new book, “The Science in Science Fiction: 83
SF Predictions That Became Scientific Reality,”
has just been published by BenBella Books.

The book reveals the story behind 83 fascinating
science ideas and developments ? from
teleportation to robots, nanotechnology to
genetic engineering ? that were conceived by science
fiction writers before they became science fact.

To read a free excerpt or order the book, click
below now:

http://www.smartpopbooks.com/allbooks/index.html#Science

————————————————–

***Upcoming speaking engagements***

I’ll be giving several presentations on
copywriting at the American Writers and Artists
Institute annual boot camp, October 5-8, D
elray Beach, Florida; for details click
below:

http://www.awaionline.com

And on November 1, I’ll be revealing “The World’s
Best-Kept Copywriting Secrets” at a workshop
sponsored by the Direct

Marketing Association of Washington (in
Washington, DC, of course). To register, click
below:

http://www.dmaw.org/site/pp.asp?c=9fLIJWOwHlE&b=287969

————————————————–

***6 ways to help search engines find your Web
pages***

1. Shoot for a copy length of 300 to 500 words per
page.

2. Use key phrases consistently throughout your
copy, especially within the first 125 to 250
characters.

3. Put important keywords at the beginning of the
Description Tags, and use 200 characters or less.

4. Use the most important key phrases at the start
of the Keywords Tags and use each keyword no more
than three times.

5. Place key phrases in the Title Tags, especially
within the first 60 characters.

6. Organize content logically and divide copy into
separate pages, with each page focused on a
different subject.

Source: David Mill, “Content is King,” NEPA
Hotline, 9/12/05, p. 5.

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***Create your own blog quickly and easily***

John Jantsch of Duct Tape Marketing recently
released a great new e-book on blogging, “Blog
Lightning: How To Create and Promote Your Small
Business Blog In A Flash.”

The book features precise action steps and
screenshot demonstrations designed to help any
small business marketer, independent professional,
or solopreneur create, promote, and use a blog
to build a small business, consultancy, or practice.

For more information, click below now:

http://www.bloglightning.com

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***Book of the month***

Ask a dozen direct marketers “What are the five
most important elements of direct marketing
success?” and probably all of them will include
“the offer” in their response. My colleague,
Internet marketing pioneer Mark Joyner, had a
great idea: write an entire book on
how to create and use irresistible offers
to sell products and services.

John Wiley & Sons just published Mark’s book,
“The Irresistible Offer,” in hardcover ? and it is
terrific for two reasons.

First, Mark’s writing is an absolute pleasure to
read. And second, reading the book gets you to
focus on nothing but offers for a few hours,
which is an exercise every marketer should indulge
in. I give it my highest recommendation.

To order, click below:

http://tinyurl.com/9h3h8

————————————————–

***125 low-cost/no-cost ways to promote your
business***

If you’re tired of spending time and money on
“black hole” marketing, you’ll love Practical Tips
to Promote Your Business, a new report by Ilise
Benun, founder of Marketing Mentor. In this
jam-packed, 29-page report, you’ll learn
the 125 most effective, least costly, and
easiest ways to attract more customers,
more sales, and more profits to your business.

And if you mention my name, you’ll also get a free
bonus report, “How and Where to Get Your Articles
Published Online,” including a list of 50 links
to sites that are waiting for your content.

Find out more here:

http://www.marketing-mentor-store.com

————————————————–

***60-second commercial from Fern Dickey, Project
Manager***

Bob 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, mailings, etc.), and
if Bob is available to take your assignment, we’ll
tailor a package of recent samples to fit your
requirements. Call Fern Dickey at 201-797-8105
or e-mail fern1128@optonline.net

————————————————–
Bob Bly
Copywriter/ Consultant
22 E. Quackenbush Ave.
Dumont, NJ 07628
rwbly@bly.com
phone 201-385-1220
www.bly.com
fax 201-385-1138

————————————————–

9/11/2005

Double your online sales

Filed under: General — site admin @ 3:52 pm

——————————————

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

September, 2005

——————————————
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 www.bly.com,
enter your e-mail address, and hit Unsubscribe.

And 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.

——————————————

***Triple your orders by not cashing your
checks***

In a “30-day hold” offer, you tell the customer
she can try the product free for 30 days.

And you also promise not to cash the customer?s
check ? or charge her credit card ? during that
30-day trial period.

If the customer is not 100% satisfied, she may
return the product.

You, in turn, return her check uncashed (or put no
charges through on her credit card) … which means
she has used your product for 30 days for free.

According to marketing legend Gary Halbert, a “30
day hold” offer can triple your orders … but will
also double your refunds.

Is this a good thing?

Well, consider that normally your promotion
generates $1,000 in orders, and with a 10% refund
rate, you net $900.

If you triple the orders and double the refund
rate ? from 10% to 20% — you will gross $3,000
and net $2,400.

Wouldn?t you be willing to put up with more refund
requests if you would multiply your net revenues
by 2.6, as in this example?

To read more of Gary Halbert?s genius marketing
ideas, visit:

www.thegaryhalbertletter.com

——————————————

***7 e-mail offers that are working right now***

According to Phil Minx, VP at Reiman Publications,
the following offers are working well today in
e-mail marketing:

1. A sale ? 10% off is typical.
2. Free shipping and handling.
3. A private, exclusive offer to a specific e-list
? e.g., past buyers, e-newsletter subscribers.
4. A sweepstakes or contest.
5. Free gift with purchase.
6. Scarcity ? “hurry and get it while supplies
last.”
7. Last chance ? a reminder notifying the
recipient that an offer is about to expire or a
product will soon be out of season.

Source: Catalog Success, 7/05, pp. 58-61.

——————————————

***Are you charging the right price for your
product?***

Are you getting the highest price possible? Are
you sure?

Now there?s a checklist you can used called “46
Ways to Raise Prices ? Without Losing Sales” by
Marlene Jensen.

Often what works in pricing is counterintuitive:
not at all what logic, experience, and common
sense would dictate ? which is why you really need
these pricing guidelines based on tested results.

In one instance, raising the subscription price of
a newsletter by 35% actually increased unit sales.

In another example, sales of a book dramatically
increased sales when the price was raised … and it
was bundled with a frying pan!

For more information and to order, click below
now:

http://rwbly.pricerise.hop.clickbank.net

——————————————

***Kick your copywriting business into
hyper-drive***

Clayton Makepeace is the highest-paid freelance
copywriter in the world … earning more than a
million dollars a year.

On September 14, I will interview Clayton during a
one-time-only special teleseminar, “Kick Your
Copywriting Business into Hyper-Drive” …

During which I guarantee Clayton will reveal his
top secrets that can help you earn tens of
thousands of extra dollars a year as a freelance
copywriter.

Including:

* 2 ways to find a first client even when you
don?t have a portfolio.
* How two top copywriters got started ? by paying
themselves to create a great portfolio.
* 5 keys to turning a conversation with a prospect
into a lucrative assignment.
* 7 ways to make an offer big mailers can?t
refuse.
* The #1 blunder new copywriters make ? and how to
avoid it.
* And much more!

Plus, we?ll set aside time to answer your specific
questions about building your copywriting
business.

And, you get two valuable guides: “7 Qualities of
a Great Client” and “How to Get PAID to Build a
Power-Packed Portfolio” — FREE!

For more information or to register, click below
now:

http://www.makepeacetotalpackage.com/lp/ezine4_2995_lp.asp?s=M112

——————————————

***Upcoming Speaking Engagements***

I will be giving several presentations on
copywriting at the American Writers and Artists
Institute (AWAI) Annual Boot Camp, Delray Beach,
Florida, October 5 ? 8, 2005. For details, click
below now:

http://www.awaionline.com/blybootcamp/

——————————————

***Double your online sales with a print
catalog***

Can having a print catalog increase your Web site
sales? Yes, according to the MultiChannel Catalog
Study from comScore Networks.

The study found that online customers who receive
a printed catalog from any given marketer are
twice as likely to make an online purchase at the
marketer?s Web site.

Source: DM News, 8/15/05, p. 3.

——————————————

***Get your Internet marketing off to a quick
start***

If you’re tired of online marketing e-books and
programs that promise the moon, but deliver very
little actual value, here?s something truly
different.

My friend, marketing expert Bob Serling, has
created a new program called “Online Profits at
the Speed of Light.” It’s packed with powerful,
proven, easy to use techniques that really work to
successfully market online.

I’ve contributed a chapter along with a stellar
roster of 32 online marketing experts. This is a
great way to jump start the effectiveness and
profitability of all your online marketing. Get
all the details on this program by clicking here:

http://directmarketinginsider.com/bbly

——————————————

***Quotation of the month***

“To be a writer is to be a shuttlecock in a
badminton game, one racquet of which is na?ve
optimism and the other a cynical despair.”
–John Jerome, “The Writing Trade” (Viking,
1992), p. 61.

——————————————

***Why pay cash when you can barter?**

According to its publisher, Bob Meyer,
BarterNews.com is the commercial barter industry’s
portal, which reports on the three levels of
barter with in-depth articles on ways to increase
cash flow through barter. The site also provides a
FREE weekly newsletter, “The Tuesday Report,” and
contains listings of 800 barter companies
worldwide.

To get started in barter, click below now:

http://www.BarterNews.com

——————————————

***60-second commercial from Fern Dickey, Project
Manager***

Bob 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, mailings, etc.), and if
Bob is available to take your assignment, we?ll
tailor a package of recent samples to fit your
requirements. Call Fern Dickey at 201-797-8105 or
e-mail fern1128@optonline.net.

——————————————

Bob Bly
Copywriter/Consultant
22 E. Quackenbush Ave.
www.bly.com
Dumont, NJ 07628
rwbly@bly.com
phone 201-385-1220
fax 201-385-1138

——————————————

8/11/2005

Increase e-mail conversion rates 43.4%

Filed under: General — site admin @ 3:56 pm

—————————————————

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

August, 2005

—————————————————

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 www.bly.com,
enter your e-mail address, and hit Unsubscribe.

And 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 world?s most powerful e-mail copywriting
secret ? revealed at last!***

The secret is this: response to e-mail marketing
almost always increases when the e-mail references
current events or other items in the news that
week (or that day) relating to the subject of the
message.

My friend Nick Usborne, a copywriter with
MarketingExperiments.com, reports:

“We have a client for whom I wrote two versions of
an email. Version ‘A’ mentioned a very relevant
news story that had been making headlines across
the U.S. Version ‘B’ made reference to ‘recent
events,’ but didn’t mention the story by name.”

The outcome? Version ‘A’ converted to sales 43.4%
better than version ‘B.’

By the way, if you are interested in A/B split
testing and how to do it right, you might want to
call in and listen to the next
MarketingExperiments.com teleconference event on
August 4th. Nick and his team will be talking
about how to optimize your A/B split testing and
micro-testing to improve conversion, ROI, and
profitability.

You can find out more and sign up for this free
teleconference here:

http://www.marketingexperiments.com/webconf/

—————————————————-

***What Ray Romano is reading today***

Fed up with your “status quo” of being stuck in a
dead end career? Need some strong motivation to
take action so you can change your situation?

Then you should check out an excellent book,
called “If Not Now… Then When? Stories and
Strategies of People Over 40 Who Have Successfully
Reinvented Themselves.”

The author is my good friend Peter Fogel, who was
a late night television comedian on such popular
programs as Evening At The Improv, Comic Strip
Live, Comedy on The Road, and Married With
Children. Since then, Peter’s reinvented himself
into an in demand advertising copywriter and
speaker.

This is definitely NOT your “dad’s self-help”
book. It contains over 14 true-to-life stories of
every day people like yourself who over came every
obstacle imaginable and still went onto to reach
their summit of success… after 40!

It’s a fun read with lots of sound advice, tips,
and effective strategies you can use right now! In
fact, I contributed a chapter to the book which
you could find quite useful. If you’re over 40 (or
39 ?) and need a “kick in the pants” to get
yourself going, then I highly recommend it.

Here’s what Ray Romano says about the book:

“Peter Fogel’s ‘If Not Now… Then When?’ is not
only a book that’ll make you smile with its humor
and heart, but will also inspire and show you how
other ‘over 40′ folks took control of their own
destiny..”

For more information and to order, click below
now:

http://www.reinventyourselfnow.com

—————————————————–

***New e-book shows 7 ways to get free PR***

Sam Santiago, a student of online marketing guru
Fred Gleeck, has written a nifty little e-book
packed with more than half a dozen practical
techniques for getting tons of PR.

The title: “Get Maximum Exposure With Minimum
Expense and Effort: Discover the 7 Little Known
And Jealously Guarded Secrets To Getting Free
Online and Offline Advertising Immediately!”

You can download your copy today for only $39.99.
Just click below now:

http://www.getfreeads.com

—————————————————

***How well do you respond to your critics?***

A man told former Monty Python star John Cleese,
“Oh, my son loves you.”

“Thank you,” said Cleese.

The man continued, “I can’t stand Monty Python.”

Replied Cleese: “Well, he’s probably better
educated than you are.”

Source: The Week, 6/10/05, p. 12

—————————————————–

***Clayton Makepeace’s secrets for producing
bigger winners, more often ? yours free!***

My colleague Clayton Makepeace’s copy is legendary.
It has sold more than $1 billion worth of products…
and earns him well over $1 million a year.

Three of the seven young copywriters he’s personally
mentored now make at least six figures … three rake
in more than $1 million a year … and one got so
rich he bought his boss’ company!

Discover what has made Clayton the richest ? and
most successful ? copywriter I?ve ever known.
Find out his secret for consistently quadrupling
his clients’ sales and profits.

Just click below to read Clayton’s full report:

http://www.makepeacetotalpackage.com/?s=1010&e=5590

—————————————————

***Quotation of the month***

“Never rush anything. Everything – everything –
has its own time, its own pace, its own rhythm,
and only a fool tries to rush that. Sorry thing
is, the world is full of fools.”
–Ken Roberts, “A Rich Man’s Secret” (Llewellyn
Publications, 1995)

—————————————————

***Great new e-book on the nuts and bolts of
blogging***

John Jantsch of Duct Tape Marketing has just
written a new e-book on blogging that I highly
recommend.

Says John: “The book, ‘Blog Lightning: How To
Create and Promote Your Small Business Blog In A
Flash,’ is a fast paced guided tour that features
precise action steps and screenshot demonstrations
designed to get any small business marketer,
independent professional, or solo entrepreneur
creating, promoting, and effectively using a blog
to build a small business, consultancy, or
practice.”

If you, like me, are not proficient in the
technical aspects of blogging, you’ll like the
e-book’s screen-cast video tutorials that
literally allow you to look over John’s shoulder
as he executes each step in the program.

For more information and to order, click below
now:

http://www.bloglightning.com/Bly.php

—————————————————-

***60-second commercial from Fern Dickey, Project
Manager***

Bob 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, mailings, etc.), and if
Bob is available to take your assignment, we’ll
tailor a package of recent samples to fit your
requirements. Call Fern Dickey at 201-797-8105 or
e-mail fern1128@optonline.net

—————————————————

Bob Bly
Copywriter/Consultant
22 E. Quackenbush Ave.
Dumont, NJ 07628
rwbly@bly.com
www.bly.com
phone 201-385-1220
fax 201-385-1138

—————————————————

5/10/2005

Can you have too many keywords on your Web site?

Filed under: General — site admin @ 11:05 pm

—————————————————

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

May, 2005

—————————————————

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
www.bly.com, enter your e-mail address, and hit
Unsubscribe.

And 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.

—————————————————

***Avoid “keyword stuffing”***

In my last issue, I quoted an article from Catalog
Success that advised repeating keywords on your site
as often as possible, and in multiple places, so
search engine “spiders” can find them.

As soon as the issue came out, my friend and fellow
copywriter Nick Usborne e-mailed to let me know that,
in his opinion, Catalog Success’s advice is wrong.

“This is the worst possible advice you can give to
anyone about optimizing their site for the search
engines,” says Nick.

“It’s an element of what is referred to as ?keyword
stuffing’ and is either ignored by the search engine
algorithms or, in bad cases, your page and site will
be penalized. Worse still, it results in pages that
read very strangely to human visitors.”

“Using keywords too often on a page and in the
meta-tags is worse than not using them at all. The
frequency or otherwise of keywords on a page has
nothing to do with whether a spider will find the
page. And if a spider finds the page, it doesn’t need
a keyword repeated frequently in order to find it.”

To read more of Nick’s informative articles on SEO,
click below:

http://www.excessvoice.com/search-engine-optimization.htm

—————————————————

***Bob Bly’s new book is out!***

The book, written by legendary NYPD detective Bo Dietl
with Bob Bly, is titled “Business Lunchatations: How
an Everyday Guy Became One of America’s Most Powerful
CEOs … and How You Can, Too.”

Bo, who is a great guy, became famous when he and his
partner solved the Palm Sunday Massacre, one of NYC’s
most infamous murder cases. After retiring from the
force, he became a self-made multi-millionaire
entrepreneur. In this book, we share his 20 secrets
for attaining outrageous business success.

To order the book online, click below:

http://tinyurl.com/bzz4t

—————————————————

***DoubleClick reveals online advertising secrets
in new free report***

DoubleClick, a leading provider of marketing
solutions, has just published a new study titled
“Decade in Online Advertising.”

Based on custom data from Nielsen/NetRatings, the
DoubleClick study charts the rise, fall, and
resurgence of online ad spending over the last 10
years — and expounds upon current and future trends.
To get your free copy, click below now:

http://www.doubleclick.com/us/knowledge_central/

—————————————————

***Free e-zine of the month***

Are you looking for better ways to generate leads,
build customer loyalty, up-sell, cross-sell, or just
plain sell? Then “The Levison Letter” is for you!

Written by top copywriter Ivan Levison, this
idea-packed monthly e-zine is well worth your valuable
time. To subscribe, click below now:

www.levison.com/subscribe

—————————————————

***Upcoming speaking engagements***

–On May 5, 2005 at the Direct Marketing Association
of Washington (DMAW) 2005 Conference & Expo, I will be
giving two talks, “The One-Hour Formula for Creating
Successful E-Zines” and “The World’s Best-Kept
Copywriting Secrets.”

To register, phone 301-427-0050. Or visit www.dmaw.org

–On May 10, 2005, Business Marketing Association
(BMA) Executive Director Rick Kean and I will be
giving a presentation for the BMA NJ chapter, “Is
Marcom Dead?”

Based on a survey of 250 professionals, our talk
examines whether marcom will continue to exist as a
separate corporate function or department … and how
marcom professionals can prepare themselves for major
career changes ahead.

To register, call Ann Fody at 866-203-7830 (enter pin
8418 at prompt) or visit www.bma-nj.org

–I will be conducting a weekend workshop, on the
ocean in Miami Beach, June 10-12, 2005 on “How to Make
$100,000+ a Year as a Freelance Copywriter.”

If you want to start or jump-start your copywriting
business, and boost your freelance income a guaranteed
$10,000 to $50,000 this year alone, click below now:

http://www.awaionline.com/selfpromotionworkshop/

—————————————————

***Million-dollar proofreading tip***

Sloppy proofreading can cost you money. Example: the
French government had to destroy 162,000 bound copies
of the E.U. constitution because someone has inserted
a footnote describing the document as an “incoherent
text.”

But the more you have written and rewritten a
document, the more difficult it is for you to
proofread it carefully. Solution: proofread the
document backwards.

Why this works: reading backwards makes the text
meaningless and forces you to focus on each individual
word, enabling you to catch typos you would otherwise
miss.

—————————————————

***Quotation of the month***

“The Internet radically redefines a person’s
psychological relationship to time and space.
Attention is riveted on what is tangible, useful,
instantly available; the stimulus for deeper thought
and reflection may be lacking. Yet human beings have a
vital need for time and inner quiet to ponder and
examine life and its mysteries. Understanding and
wisdom are the fruit of a contemplative eye upon the
world, and do not come from a mere accumulation of
facts, no matter how interesting.”
–Pope John Paul II, Sunday, May 12, 2002

Source: Bill Boudouris, www.mastermindmarket.com

—————————————————-

***60-second commercial from Fern Dickey, Project Manager***

Bob 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, mailings, etc.), and if Bob
is available to take your assignment, we’ll tailor a
package of recent samples to fit your requirements.
Call Fern Dickey at 201-797-8105 or e-mail
fern1128@optonline.net

—————————————————

Bob Bly
Copywriter/Consultant
22 E. Quackenbush Ave.
Dumont, NJ 07628
phone 201-385-1220
fax 201-385-1138
rwbly@bly.com
www.bly.com

—————————————————

7/16/2004

6 WAYS TO WRITE WEB PAGES THAT SEARCH ENGINES CAN FIND

Filed under: General — site admin @ 5:03 pm

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response
to business-to-business, high-tech, industrial,
Internet, and direct marketing.
July, 2004

—————————————————

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
http://www.bly.com/remove.html enter your e-mail
address, and hit unsubscribe.

And 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.

—————————————————

6 WAYS TO WRITE WEB PAGES THAT SEARCH ENGINES CAN FIND

What’s the most effective way to gain high ranking
on search engines for your Web site?

Rick Bateman of Etraffic Solutions says it’s in
writing Web content that optimizes search engine
placement.

Rick’s recommendations for writing SEO
(search engine optimized) copy (most of which
result in search engines giving added weight
to your site) are as follows:

1. Use keywords in your headings, subheads,
and body copy.

2. Place keywords at the beginning of a sentence
or paragraph.

3. Group keywords in copy as close to each other
as possible.

4. Use keywords as frequently as possible ? between
two to 10 times.

5. Use keywords as the link text of hyperlinks.

6. Cover no more than one topic per page on your Web
site.

Source: DM News, 6/14/04, p. 22.
Also see http://www.seoworkbook.com

—————————————————

NEW RULES OF INTERNET ETIQUETTE

Here are my quick rules of thumb for angry
letters-to-the-editor, complaints, asking to be taken
off a mailing list, disagreements, and the like:

1. Don’t say anything in an e-mail that you would not
say over the phone or face to face.

2. Getting something you don’t want or like over the
Internet does not entitle you to be rude or abusive.

3. Think about how bad the offense really is before
you let loose. Follow the golden rule: Talk to others
online as you want others to talk to you.

These rules apply equally to marketers and those
communicating with marketers (customers, prospects).

—————————————————

QUICK TOOL FOR FINANCIAL MARKETERS

In financial marketing, we often need to
calculate, by hand, the effects of compound interest,
i.e., showing how much $10,000 would grow to in 20
years at an annual compounded return of 23.5%.

Here’s an online tool you can use to get the answer
in seconds ? without a pocket calculator or pencil
and paper:

http://www.moneychimp.com/calculator/compound_interest_calculator.htm

—————————————————

JEFF BEZOS ON 3 STEPS TO WEB SITE SUCCESS …
PLUS THE 4 HE LEFT OUT

According to Jeff Bezos, founder of Amazon.com,
there are 3 keys to creating an e-commerce Web
site that delivers a favorable customer
experience:

1. Selection.
2. Price.
3. Convenience.

Of course, “a favorable customer experience” does not
by itself ? as Bezos well knows ? ensure a profitable
online business.

For an online business to make a profit, 4 additional
factors must be present:

1. Sufficient profit margin on products sold ? ideally,
a minimum selling price that is at least 8 times the
cost of goods (bare minimum acceptable mark-up is 2:1).

2. The ability to generate visits to the product page
or Web site at a reasonable cost.

3. A sales-oriented product page or Web site persuasive
enough to convert a sufficient percentage of visitors
into buyers to break even or (preferably) make a profit
on the first sale to any new customer.

4. A back-end of additional, related products to sell
these online buyers to generate repeat orders.

Source: InformationWeek, p. 5.

—————————————————

UPCOMING SPEAKING ENGAGEMENT

At the annual Merit Direct Co-op, July 15, 2004,
White Plains, NY, I’ll be giving my well-received
workshop, “The 1-Hour Formula for Creating Successful
E-Zines.”

In this presentation, I show why it takes me just one
hour to write and design a complete issue of this
e-zine … how I built my subscriber list from 3,000
to 43,000 in just 6 weeks for under $1,000 … and how
I used my e-list to generate 200 leads at zero cost in
48 hours.

But don’t just go to my presentation; plan to stay for
the whole event. With speakers like Don Libey, Regina
Brady, JoAnna Brandi, Mark Amtower, and Sandy Clark,
the Merit Direct Co-op is well worth attending.
And, it’s free!

For more information, call Merit Direct at
914-368-1000
or visit: http://www.meritdirect.com

—————————————————

DID GROUCHO MARX HATE TO WRITE? YOU BET YOUR LIFE!

“I’m not much of a correspondent. My letters are not
only uninteresting but sparse. I’m glad I don’t have
to write for a living. It’s arduous work and the
money is very uncertain. On those rare occasions when
I wander into a bookstore it amazes me to see the
avalanche of literature and semi-literature that is
turned out weekly in this country. The people who
write these things are either desperate for money or
love starved. Why should anyone on a nice balmy day
lock oneself in an office and hit a typewriter for
hours on end. I think one of the greatest pleasures
in the world is not writing….”
–Groucho Marx, 1955

—————————————————

WANT GUARANTEED PUBLICITY FOR YOUR PRODUCT OR SERVICE?

Blitz Media Wire (BMW) offers a guaranteed PR story
placement service. For print, radio and TV, you’ll get
targeted measurable response public relations on a
guaranteed placement pay-for-results basis, or your
money back.

BMW provides editorial coverage for your product,
service, idea, firm or association. You can even have
you own advice or ghostwritten columns. This press
release distribution service targets your news to over
45,775 media outlets. They guarantee results from a
minimum of a hundred up to 1,250 story placements for
as little as $15.95 each. For more information,
e-mail blitz4pr@att.net; call (631) 924-8555
or log on http://lgroup.addr.com/PRSuccess.htm

—————————————————

RECENT COPYWRITING PROJECTS (JUST A SAMPLING)

Direct mail package for Agora Publishing … direct
mail package for American Chemical Society … direct
mail for Titan Health Corporation … space ads for
CAT Media … e-mail marketing for Forbes …
online marketing for International Speculator …
online marketing for Elite Small Cap Trader …

—————————————————

60-SECOND COMMERCIAL FROM
FERN DICKEY, OFFICE MANAGER:

Bob 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, mailings, etc.), and if Bob is available
to take your assignment, we’ll tailor a package of
recent samples to fit your requirements.
Call Fern Dickey at 201-797-8105
or e-mail fern1128@optonline.net

—————————————————

Bob Bly
Copywriter/Consultant
22 E. Quackenbush Ave.
Dumont, NJ 07628
rwbly@bly.com
http://www.bly.com
phone 201-385-1220
fax 201-385-1138

—————————————————

1/16/2004

THREE WAYS TO OPTIMIZE SEARCH ENGINE PLACEMENT

Filed under: General — site admin @ 5:15 pm

————————————————-

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

January, 2004

————————————————-

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 www.bly.com, enter your e-mail address,
and hit Unsubscribe.

————————————————-

WANT A FREE “BAIT PIECE” COURTESY OF UNCLE SAM?

In past issues, I’ve recommended that you have a
“bait piece” ? a special report, white paper, or
other informational premium you give away
to generate leads for your product or service.

But many marketers don’t produce info premiums
because of the research and writing work involved.

An easy way to get around this is to visit the
U.S. government’s Federal Citizen Information Center
(FCIC) online. There are loads of how-to and information
booklets on a wide range of topics such as money,
health, travel, housing, nutrition, computers,
small business, and more.

If you find one that would make a good info premium
for your business, you can print or download the
text, put your own cover on it, print copies,
and use it as your own freebie ? without
paying Uncle Sam a dime!

How? Most of these publications are not copyrighted,
so the U.S. government allows you to use them for
your own purposes (they do appreciate if
you credit them as the source).

To see whether FCIC has a booklet you can use
as a bait piece, go to their Web site:

http://www.pueblo.gsa.gov/

Warning: Be sure to check the publication for
copyright notices. If the booklet you selected
is copyrighted, then you can’t use it.

————————————————-

THE ONE NEW YEAR’S RESOLUTION EVERY MARKETER SHOULD MAKE

If you do one thing every single day to promote yourself,
you will:

* fill your pipeline with new business leads.
* have more business than you can handle
* get your cash register ringing
* make more money in 2004 than ever before.

If that sounds good to you, but you need a
push to make it happen, I recommend you check
out Ilise Benun’s Marketing Mentor program at:

http://www.artofselfpromotion.com/marketingmentor.html

Not only will Ilise tell you what you need to do
to promote yourself effectively. She’ll also make
sure you do it, too!

————————————————-

SALES TIP OF THE MONTH

When a customer comes into your store or showroom,
don’t ask, “Can I help you?”

Reason: You never want to ask a question to which
the answer can be “no.” The almost automatic response
to “Can I help you?” is “No, I’m just
looking” — a reply designed to ward off sales pressure.

Instead, ask customers: “What brings you into
our store [showroom] today?” or “How can I help you?”
The normal response is for them to tell you what
they are looking for, which is what you wanted
in the first place.

Source: David Martin, sales trainer.

————————————————-

THE NEXT BIG THING IN MAKING MONEY ONLINE

E-books were the last big thing in making money online;
the next big thing is “subscription Web sites,”
also known as “membership sites.”

This is where you build a Web site containing valuable
content that people pay to access on a daily,
weekly, monthly, or annual subscription basis.

Of course, as with everything else in the universe,
there is now a trade association for people who
run or want to launch subscription Web sites:
the Subscription Website Publishers Association
(SWEPA).

They sent me a review copy of their latest
book, “An Insider’s Guide to Publishing Membership
Web Sites,” and I highly recommend it for anyone
interested in marketing information online.

The book includes an overview of the five most
profitable subscription Web site business models,
how to find an ideal site topic, the two most important
factors in subscription Web site success, best
pricing schemes for subscriptions, most effective
ways to drive traffic, free vs. fee content,
how to create superior value for your subscribers,
and much more. To order a copy, click on the link below:

http://www.swepa.com/products/item10.cfm

————————————————-

THREE WAYS TO OPTIMIZE SEARCH ENGINE PLACEMENT

1. Include your best key words and phrases
in the opening paragraph of each article you submit
to ePublishers and top Web sites.
Search engines pick these up and you get
higher in the top search engines. Expand your
keywords through visiting www.goodkeywords.com.
When you are in the top 10, many more people will
visit your Web site. That eventually translates
to sales.

2. Include your best key words in your title
bar just below your banner on your home page.
For instance, “Book writing, book publishing,
and book marketing.” Apply this idea to your
service or products. The search engines
look for your key words here.

3. Include various key words at the top of your
home page in headlines, and on all other
important pages. From the links (navigational bars)
such as “teleclasses,” “seminars,”
“coaching information,” or “media page,”
your visitor will click to your sales
information for each topic. At the top will
be your headline loaded with appropriate key words.

Source: Judy Cullins, http://www.bookcoaching.com/teleclasses.shtml,
Judy@bookcoaching.com

————————————————-

BOOK OF THE MONTH

A great way to start the New Year is to read,
as I did, Eric Aronson’s new book, “DASH”
(TurnKey Press).

“On your tombstone there will be two dates,”
writes the author. “The date you were born
and the date you died. That little, insignificant
line between those two dates ? that dash ? is your life.”

DASH is a self-help system; it stands for
Determination, Attitude, Success, and Happiness.
These ideas are not new, but Aronson’s book
communicates these principles with a sincerity,
enthusiasm, and degree of practicality and
applicability most other books in this genre lack.

I highly recommend you make it a New Year’s
resolution to buy and read DASH this month. To order,
visit Aronson’s Web site:

http://www.dashlive.com

————————————————-

WANT TO MAKE A QUICK $50?

If you have a copy of my out-of-print book
“Ads That Sell” (published by Asher Gallant)
and are willing to part with it, I will give
you $50 for it, any condition as long as the pages
are not falling out. E-mail me at rwbly@bly.com

————————————————-

MAY I FEATURE YOU IN MY NEXT BOOK?

For a new book I am writing, I’m interested
in hearing about successful marketing campaigns
that involve giving away a free information
premium such as a free white paper, CD-ROM, booklet,
newsletter, e-zine, or special report.

I’d like to see the promotion that generated the lead,
the PDF of the white paper or other freebie you
gave away, and the results, if possible.

If I use your material, you will receive full credit,
of course. You can e-mail me at rwbly@bly.com

————————————————-

60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE MANAGER:

Bob 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, mailings, etc.),
and if Bob is available to take your assignment,
we’ll tailor a package of recent samples
to fit your requirements. Call Fern Dickey at
201-797-8105 or e-mail fern1128@optonline.net

————————————————-

Bob Bly
Copywriter/Consultant
22 E. Quackenbush Ave.
Dumont, NJ 07628
www.bly.com
rwbly@bly.com
phone 201-385-1220
fax 201-385-1138

————————————————-

12/16/2003

MAY I FEATURE YOU IN MY NEXT BOOK?

Filed under: General — site admin @ 5:15 pm

—————————————

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

December, 2003

—————————————

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 www.bly.com,
enter your e-mail address, and hit Unsubscribe.

—————————————

MAY I FEATURE YOU IN MY NEXT BOOK?

For a new book I am writing, I’m interested
in hearing about successful marketing campaigns
that involve giving away a free information
premium such as a free white paper, CD-ROM,
booklet, newsletter, e-zine, or special report.

I’d like to see the promotion that generated
the lead, the PDF of the white paper or other
freebie you gave away, and the results,
if possible.

If I use your material, you will receive
full credit, of course. You can e-mail
me at rwbly@bly.com

—————————————

GIVE YOUR WRITING THE “BREATH TEST”

Short sentences are easier to read than
long sentences. But how long is too long
for a sentence?

To determine maximum sentence length, use
the “breath test.” Without taking in a gulp
of air, and just with the amount of air
you ordinarily have in your lungs, read the
sentence aloud at a normal conversational
speed and volume.

If you run out of breath before you get
to the end, the sentence is too long.
Solution: Break it into two sentences at
the point where a new idea is introduced.

—————————————

DOES “SUPERMARKET PRICING” REALLY WORK?

Are consumers really “fooled” into thinking
that a $9.99 price is cheaper than a $10? Price?

Apparently so: In her new Pricing Psychology
Report, pricing expert Marlene Jensen says that
a $9.99 price will probably pull 10%
to 20% more buyers than a $10 price.

Why? Certainly not because of the one cent
difference. The report states: “There is
a learned pattern response in our brains that
makes us see $9.99 as much lower than $10.
And it persists, even though most of us
know this trick.”

To order Marlene’s report (which I highly recommend)
visit: www.pricingpsychology.com

—————————————

WHAT TO TEST IN E-MAIL MARKETING

According to an article in The Marketing Report
(10/27/03, Page 8), the top 5 things to test
in e-mail marketing are:

1. The landing page.
2. The subject line.
3. HTML vs. text.
4. Personalization with name vs. non-personalized.
5. Long vs. short copy.

In my experience, you get the quickest return
for the least effort with a subject line test.
I have personally seen A/B splits where
one subject line outpulled another by more
than 50% as measured in click-throughs.

HTML can outpull text by 20% or even more.
But in some cases, there is no lift in response.
I have never seen HTML depress response,
though I would guess that it is possible.

—————————————

HOW TO BE FUNNIER

The best advice I ever got for making jokes
work better, whether I’m giving a speech or
participating in a meeting, comes from my
friend Fran Capo: “Specifics are funnier
than generalities.”

For instance, instead of saying “He spits
like a baseball player,” say “He spits like
a Major League baseball player.” Instead of saying
“He polishes his head with car wax,”
say “He polishes his head with Turtle Wax.”

I don’t know why, but the joke is always sharper
and funnier when you use specifics.

Source: “The Humor Approach: A Guide to Humor
in Business Speaking,” by Fran Capo,
http://www.francapo.com

—————————————

IS USING COUPONS IN PRINT ADS OBSOLETE?
SHOULD YOU USE YOUR URL INSTEAD?

Subscriber Roscoe Barnes writes:
“Seems to me that fewer ads carry coupons
these days. Are coupons still effective
in this age of Internet technology?”

Roscoe, you are right: coupons in ads
have fallen out of fashion. But even though
we live in an age of the Internet and
800 numbers, using a coupon in an ad
still increases response, for two reasons.

First, it gives the reader yet another
(in addition to the Web and phone) reply
mechanism.

Second, and most important, it sends a visual
signal to the reader that says: “Hey, Bunky,
this isn’t a Madison Avenue image ad; this
is one of those direct response ads where
you get something really good when you
reply ? so reply!”

Roscoe also asks, “Will the mention of
a Web site in the ad depress response?
It seems that if the ad was designed
to generate leads through phone calls,
the inclusion of the web address would
result in fewer calls. I’m hoping you
can shed light on this topic.”

If you simply include the URL of your Web
site that links to the home page, that will
depress response. Better: Include a URL
that goes to a specific landing page where
the reader can request more information,
a demo, a free trial, or whatever it is
your offering. Doing so will increase
response.

—————————————

DO YOU WANT TO PUBLISH AN E-ZINE LIKE THIS ONE?

If so, I recommend you read Deb Weil’s new e-book:
“Inside Secrets to Profitable E-Zine Publishing.”

Deb and I don’t always see eye to eye (she’s
a fan of HTML e-zines, while I think text is
often a better choice). But overall, her
new book is the best guide I’ve ever seen
on how to research, write, and publish an
e-zine people will open, value, read, and
even look forward to!

For more information visit:
http://www.wordbizstore.com/insider2.html

—————————————

SEASONS GREETINGS ? ONE MONTH EARLY!

This is the last issue of Direct Response
Letter for 2003. See you in 2004 and in
the meantime, happy holidays!

—————————————

RECENT COPYWRITING PROJECTS (JUST A SAMPLING)

Direct mail package for Boardroom … direct mail
and e-mail for Harvard Business School
Publishing … direct mail for Kiplinger …
e-mail for Forbes … direct mail for Global
Health Solutions … direct mail for Uptick Media
and Fleming Financial … direct mail for EPM
Communications … articles for Edith Roman Associates …
e-mail for The Motley Fool … landing page for
First-Class Flyer … brochures for Misys …
direct mail for SurfControl software …

—————————————

60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE MANAGER:

Bob is available on a limited basis, starting
in 2004, 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, mailings,
etc.), and if Bob is available to take your
assignment, we’ll tailor a package of recent
samples to fit your requirements. Call Fern
Dickey at 201-797-8105 or e-mail
fern1128@optonline.net.

—————————————

Bob Bly
Copywriter/Consultant
22 E. Quackenbush Ave.
Dumont, NJ 07628
phone 201-385-1220
fax 201-385-1138
www.bly.com
rwbly@bly.com

—————————————

9/16/2003

SHOULD YOU WRITE YOUR OWN COPY?

Filed under: General — site admin @ 5:20 pm

——————————————-

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

September, 2003

——————————————-

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 www.bly.com,
enter your e-mail address, and hit Unsubscribe.

——————————————-

SHOULD YOU WRITE YOUR OWN COPY?

My answer may surprise you, but it?s enthusiastically
“yes” ? IF these three conditions exist:

1. You are an excellent copywriter.

2. You enjoy writing copy.

3. You have the time to write copy.

Business owners and marketing managers who fit these
criteria often produce copy that?s better and more
successful than the pros. Why?

They know the product and the market intimately,
because they live with it full-time. Half the battle
in copywriting is really knowing the customer and
the product, so the business owner or manager has
the edge ? IF he can write.

On the other hand, marketers who can’t write, don?t
like to write, or don?t have time to write copy are
better off farming it out to an agency or freelancer.

——————————————-

INCREASE ?DRY TEST? RESPONSE BY 15%

A “dry test” is a direct mail campaign promoting
a product that doesn?t exist. If the test is successful,
you create the product and fill the orders. You may
have to send a “delay notice” to customers if the
product cannot be made and shipped within 30 days,
letting them know when you will be shipping
and giving them the option of a refund if
they don?t want to wait.

Copywriter Denny Hatch recommends adding this
wording to your dry test DM package: “This offer
is contingent on a sufficient number of orders
being received.” He says that in tests,
using this line actually INCREASED response 15%!

Source: Target marketing, 8/03, p. 84

——————————————-

CAN “BLOGS” BE USED AS A MARKETING TOOL?

Blogs. They’re not new, but they’re new to me.
If they’re new to you, you’ll want to
know that, according to BLOGGER.com, a blog is:

“A Web page made up of usually short, frequently
updated posts that are arranged chronologically —
like a what’s new page or a journal. The content
and purposes of blogs varies greatly — from links
and commentary about other Web sites, to news about
a company/person/idea.”

A number of recent articles have talked about the
potential of blogs as a marketing tool: If you
can start a blog on your product (or the problem
your product addresses) and generate a lot of
activity on it, the blog can be a great resource
of information on your product, with much higher
credibility than banner ads, promotional e-mails,
and other paid advertising.

To find blogs of interest, click on the link below:

http://directory.google.com/Top/Computers/Internet/On_the_Web/Weblogs/

To create and write your own blog, you can post
in a separate section of your Web site.
You can also find a Web-based tool for
publishing your blog at:

http://www.blogger.com/

http://www.typepad.com/

——————————————-

NEW TELECONFERENCE REVEALS E-MAIL COPYWRITING SECRETS

I will be the featured presenter for the Newsletter
and Electronic Publishers Association (NEPA)
September 24 Audio Conference, “World?s Best-Kept
E-Mail Copywriting Secrets.” For more information,
visit http://www.newsletters.org. Or call toll-free

800-356-9302.

——————————————-

PLANTS AS PREMIUMS

Here?s an idea I never thought of: plants as premiums.

According to Debra Ersch, plants have several advantages
that make them great premiums, including low cost,
high perceived value, and wide appeal.

Ersch specializes in selling plants as marketing premiums.
Most items are $3 and under. Give Debra a call at
402-475-5507 and tell her I sent you. She promises
to come up with “an idea that will surprise
and delight your clients.”

You can also email Deb at dersch@alltel.net.
She will be happy to send you fresh ideas for plant
premiums for every season!

——————————————-

FOR SPEAKERS ? AND THOSE WHO HIRE SPEAKERS — ONLY

Lilly Walters, author of four of the best-selling books
for professional speakers, seminar leaders, and trainers,
has a free e-zine filled with useable information such as:
what is being said about famous speakers in the major media
news … tips to work with speakers bureaus in today’s
economy … and a weekly report of which speaker’s books
are on the best-sellers … plus excerpts and tips from
her how-to books. Sign up and see past issues of this
enews by going to:

http://www.motivational-keynote-speakers.com/enewssubscribe.html

——————————————-

TIPS FOR WRITING FOR THE HEALTH MARKET

AWAI has a new guide, “Secrets of Writing for
the Health Market,” packed with proven tips on how
to write copy for nutritional supplements, pharmaceuticals,
and other health care products. For a risk-free 30
day trial, click on the link below. Satisfaction
guaranteed or your money back:

http://www.awaionline.com/healthwriters

——————————————-

WHY EVERY PIECE OF COPY SHOULD BE PROOFREAD?TWICE

The theme of PriceLine?s new radio commercials featuring
Star Trek’s William Shatner is, “Chat with Shat.”

Now, am I the only one who is aware that “Shat”
is the past tense form of the vulgar version
of the verb “defecate”?

——————————————-

CREATE AND SELL YOUR OWN INFORMATION PRODUCTS

Want to learn how to create and market your own
information products? Here’s your chance. Fred Gleeck,
master product creator and mentor is holding an
event on Sept 12-14 in NYC. BUT, this time it’s
a little different. Anyone who attends pays
only AFTER attending and then they only pay what
they think it was worth. Leave it to master seminar
marketer and innovator Fred Gleeck to set the seminar
world on it’s head by this “put your money where
your mouth is” technique. If you’re interested,
go to http://www.infoproductsseminar.com
Tell him Bob Bly sent you.

——————————————-

60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE MANAGER:

Bob 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, mailings, etc.), and if Bob is available
to take your assignment, we?ll tailor a package
of recent samples to fit your requirements.
Call Fern Dickey at 201-797-8105

or e-mail dickeybf@aol.com.

——————————————-

6/16/2003

DO WHITE PAPERS WORK?

Filed under: General — site admin @ 5:42 pm

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

June 2003

————————————-

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 www.bly.com, enter your e-mail address,
and hit Unsubscribe.

————————————-

UPCOMING SPEAKING ENGAGEMENTS WHERE YOU CAN
PICK BOB?S BRAINS (SUCH AS THEY ARE) FOR FREE!

I will be speaking on e-mail marketing at the NEPA
(Newsletter & Electronic Publishers Association)
annual meeting on June 3 in Washington DC.
For more information call NEPA toll-free
800-356-9302. Or click on: www.newsletters.org

The very next day, I will be giving my talk
“The World?s Best-Kept Copywriting Secrets”
in New York City at DM Days. For more
information call 212-790-1500, or visit:
http://www.dmdays.com

If you?d like to schedule a free 15-minute
consultation with me at either event, please
call Fern Dickey at 201-797-8105 or e-mail
her at dickeybf@aol.com. Time slots are
extremely limited, so please do it today.

Thanks!

————————————-

DO WHITE PAPERS WORK?

Do White Papers still work as a direct
response offer? Yes, says Nick Copley,
Vice President of Bitpipe.

“The big [magazine] publishers are scaling back
the amount of editorial space they have
to offer,” he explains.

White papers allow marketers to bypass
the trade press and reach their prospects
directly, and the IT audience is receptive.
“People are looking to get up to speed on
technology any way they can, and a little
bias seems to be okay.”

Here are a few of Copley’s tips for writing
effective white papers:

* Determine the objective: Decide up front
the one goal you are trying to achieve
with this document. Save all the other
nuggets of ideas for other white papers.

* Add a case study: When your white paper is too
abstract, adding a case study or two,
perhaps as sidebars, “can bring the paper back
to reality.”

* Address competing technologies: Show how
your solution maps against the competition.
Make sure your white paper addresses the major
issues your competitors raise.

* Have a call to action: You?ve educated
and persuaded the reader. Now spell out
the next step.

Source: Software Success, Vol. 16, No. 22

————————————-

STEAL THIS MARKETING IDEA!

How about using a scratch-off business card?
My local Chrysler-Plymouth dealer
handed me a yellow card that said, “Scratch off
to see if you are a winner!”

There were 7 options listed on the card,
e.g., “(A) Free Oil Change, (B) $25 Off Next
Required Service,” etc. When you scratch a silver
circle, the letter of your prize is revealed.

This could be a great idea for ANY business.
For instance, a dry cleaner

(“A. Free starch”), computer dealer
(“A. Free screen saver”), real estate agent
(“A. Free home buying seminar”), or just
about anything you can think of.

————————————-

DOUBLE YOUR E-MAIL RESPONSE WITH A NEW SUBJECT LINE

I have seen enough tests to know that you can increase
click-through rates on e-mail marketing messages up
to 50% and sometimes as much as 100% just by
changing the subject line. Now I am looking
for 3 clients to help me prove this.

If you are one of the first 3 people to respond
to this offer, I will write an e-mail marketing
message for you at 33% off my regular rate AND
give you two subject lines to split test.

All I ask in return is that you share the results
with me.

To find out more about this offer, call Fern Dickey
at 201-797-8105 or e-mail her at dickeybf@aol.com.

————————————-

WRITING TIP OF THE MONTH

“Don?t assume that every thought you have is
fascinating to others. Your job is to give
people a reason to keep reading.”

–Dave Barry

Source: The Writer, May 2003, p. 66

————————————-

NOW YOU CAN WRITE COPY THE WAY YOUR PROSPECTS TALK!

Copywriters are always searching for those
perfect words that will help sell a product
or service by painting a favorable picture
in a prospect’s mind. However, no one, until now,
has ever taken the approach of determining what
specific words and phrases have worked best in terms
of selling to, negotiating with, or motivating
specific occupational groups.

After 20 years of research entailing over
12,000 interviews, The Brooks Group has put
together a set of profiles showing what words
in copy work best for specific target
audiences. These guides cover how to write
to lawyers, doctors, accountants, entrepreneurs,
engineers, CEOs, CFOs, and dozens of other markets.

If you wanted to write a sales letter
or advertisement for a certain group
of career professionals, doesn’t it
make sense to know the specific words
and phrases that most appeal to that
group? I?ve read most of these guides
and they are a goldmine; I wouldn?t
part with my collection for a new BMW!

For more information, click on:

http://www.thewordsthatsell.com

————————————-

60-SECOND COMMERCIAL

FROM FERN DICKEY, OFFICE MANAGER:

Bob 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, mailings, etc.), and if
Bob is available to take your assignment,
we?ll tailor a package of recent samples
to fit your requirements. Call Fern Dickey
at 201-797-8105 or e-mail dickeybf@aol.com.

————————————-

Bob Bly
Copywriter/Consultant
22 E. Quackenbush Ave.
Dumont, NJ 07628
http://www.bly.com
rwbly@bly.com
phone 201-385-1220
fax 201-385-1138

————————————-

5/16/2003

3 WAYS TO KEEP YOUR “LEAD PIPELINE” FULL

Filed under: General — site admin @ 5:47 pm

———————————————–

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

May, 2003

———————————————–

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 http://www.bly.com enter your
e-mail address, and hit Unsubscribe.

———————————————–

3 WAYS TO KEEP YOUR “LEAD PIPELINE” FULL

If you depend on a steady flow of new leads
to maintain revenue and profitability for your
business, the weak economy may be slowing that
flow down. Here are three ways to rev
it back up again:

1. Regular direct mail outreach: Each month,
a mailing list company ships a local printer labels
for newly incorporated or newly registered businesses
in his area. Sending them a special offer
for printed stationery yields a couple dozen
new faces in his shop a month, some becoming
long-term customers.

2. Periodic seminars: Many years ago, terrific leads
came my way through several adult education programs
where I taught. After preparing once, I merely had
to show up and perform well. I even got paid
a small amount to teach the programs.

3. Recurrent publishing: Either a column that you
write every week, month, or quarter or your own newsletter,
mailed out or sent by e-mail, will normally bring you
inquiries like clockwork, too.

Source: This article originally appeared in The
Marketing Minute, a weekly newsletter on creative
marketing published by Marcia Yudkin. For more info
or to subscribe: http://www.yudkin.com/marksynd.htm

———————————————–

IS THIS THE END OF MARKETING COMMUNICATIONS PROFESSIONALS?

I had an interesting e-mail exchange with consultant
Jeff Herrington.

Jeff specializes in teaching non-writers in corporations
to write content. His basic premise is that everyone must
have communications skills, and in the future this will
reduce or even eliminate the need for communications
specialists including employee, corporate,
and marketing communications.

In an e-mail to Jeff I wrote: “In a recent interview you
said, ‘The whole idea of a central group being the
communicators will be seen as old-fashioned.’ Does that
mean you don’t think marketing communications will continue
to exist as distinct positions within the corporation?”

Jeff’s response was as follows: “I would not say that
something precise like marketing communications will
completely vanish within companies in the next 3 to 5 years.
What I do foresee, however, is that over the next 10 to
15 years, marketing communications as a separate department
will slowly fade away.

“Communications departments will shift in priority
from churning out communication pieces themselves,
to strategizing how everyone in the organization can best
communicate internally and externally and then facilitating
their obtaining the tools and skills to do just that.

“Communicators won’t be doing communication themselves so
much as giving information owners access to all of the tools
they need to communicate both inside and outside
the organization.”

What do you think? Is the communications professional
disappearing along with the dinosaur and the dodo?
Or is there still a place for us in the world?
E-mail me your thoughts at rwbly@bly.com.

———————————————–

NEW IN-HOUSE TRAINING PROGRAM AVAILABLE –
“COPYWRITING FOR NON-COPYWRITERS”

Even if Jeff Herrington is dead wrong, many non-writers
want to improve their writing skills, whether it’s to write
sharper e-mails, Web content, and product sheets,
or to be a better reviewer and editor of copy written
by their staff, ad agency, PR firm, or freelance copywriter.

I have taught copywriting to hundreds of managers,
engineers, and other non-writers, and my latest course
is “Copywriting for Non-Copywriters.” It is designed to
help anyone – pro or amateur – improve his writing,
critiquing, and editing skills for content, internal
communications, and marketing communications.

In this workshop you will learn how to:

* Understand your reader’s “core complex” on a much deeper level.
* Write crisply and concisely to accommodate today’s
time-pressured, non-reading audience.
* Trim the fat from your writing.
* Talk to your reader in a friendly, natural, conversational
style that builds empathy and strengthens the relationship.
* Write about what your reader really wants and needs to know.
* Create e-mail messages and landing pages that double
click-throughs and conversions.

For more information, or to schedule a

“Copywriting for Non-Copywriters” seminar for your organization
or group, call Fern Dickey at 201-797-8105,
or e-mail her at dickeybf@aol.com.

———————————————–

MORE ADVICE ON CHOOSING DOMAIN NAMES

Direct Response Letter subscriber Andrew Denny
comments, “The real problem with descriptive
domain names (e.g. divorceonline.com) is that they
then tend all to sound the same. For instance,
divorceonline.com is too close to onlinedivorce.com
or even divorce-easy.com.”

His solution? Get an unusual, memorable name, and
plug it heavily until it’s associated with what
you are promoting (e.g., google, amazon, yahoo, ebay, clickz).
It will be more easily memorized in the short term –
and more findable in the long term.

———————————————–

WRITING TIP OF THE MONTH

“Today’s time-starved, MTV-ized, USA Today’d readers
don’t have the patience for the kind of polite strolling
about the subject that Victorian-era authors indulged in.
They want their stories straight up, fast and furious,
with no throat-clearing. If you’re writing a book
about a homicide, get the bullet out of the gun
on the first page. If you’re promising to improve
readers’ sex lives, get between the sheets in the
opening sentence.”

–David Fryxell, Writer’s Digest, 4/03

———————————————–

BOB’S NEW BOOK: “CAREERS FOR WRITERS, SECOND EDITION”

VGM Career Books has just released the revised
and updated edition of my book, “Careers for Writers & Others
Who Have a Way With Words.” If you want to start or jump-start
your writing career, this book offers plenty of career
opportunities for writers to make that dream come true.
Order now and get 20% off the cover price.

Just click on the link below:

http://www.amazon.com/exec/obidos/tg/detail/-/007140600X/qid=1048704295/sr=1-2/ref=sr_1_2/002-6839593-2717666?v=glance&s=books

———————————————–

NEW AUDIO CONFERENCE: “GENERATING MORE LEADS IN A TIGHT ECONOMY”

If business is slow, and the weak economy has you worried,
go to the Web to listen to my well-received teleconference,
“Generating More Leads in a Tight Economy.”
You’ll get practical, easy-to-implement strategies
that can help you generate more leads and close more
sales, even in today’s marketplace. To hear this seminar
and get a copy of the accompanying PowerPoint presentation,
click on the link below:

https://www.pbconferences.com/audio/main.asp?G=2&E=88&I=1

———————————————-

60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE MANAGER:

Bob 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, mailings, etc.), and if Bob is available
to take your assignment, we’ll tailor a package
of recent samples to fit your requirements.

Call Fern Dickey at 201-797-8105 or
e-mail dickeybf@aol.com.

———————————————-

Bob Bly
22 E. Quackenbush Ave.
Copywriter/Consultant
Dumont, NJ 07628
phone 201-385-1220
fax 201-385-1138
www.bly.com
rwbly@bly.com

———————————————-

3/16/2003

WHAT REALLY WORKS IN ONLINE MARKETING

Filed under: General — site admin @ 5:52 pm

Bob Bly’s Direct Response Letter:

Resources, ideas, and tips for improving response to

business-to-business, high-tech, industrial, Internet,

and direct marketing.

March 17, 2003

————————————————-

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 http://www.bly.com, enter your e-mail

address, and hit Unsubscribe.

————————————————-

WHAT REALLY WORKS IN ONLINE MARKETING

A colleague recently said to me, “No one has found

the winning formula for successful online direct

marketing yet.”

I disagree. A number of companies know exactly what

works and are making small fortunes with it.

The primary concept is that online marketing works

best when you e-mail to people who already know you.

Therefore, successful online marketers build their

“house file” or “e-list” (lists of prospects and

their e-mail addresses) using the process

outlined below, and then sell to those people

via e-mail marketing:

1. Build a Web site that positions you or your

organization as an expert, guru, or leader in your

field or industry. This is the “base of operations”

for your online marketing campaign.

2. This Web site should include a home page, an

“About the Company” page, and a page with brief

descriptions of your products and services

(each product or service description can link

to a longer document on the individual item).

3. You should also have an “Articles Page”

where you post articles your company has published

on your industry or area of specialty, and where

visitors can read and download these articles for free

(e.g., a home improvement contractor would have tips

for small do-it-yourself home improvement projects).

4. Write a short special report or white paper

relating to the problem your product or service

addresses, and make this available to people who

visit your site. They can download it for free, but

in exchange, they have to register and give you

their e-mail address (and any other information you

want to capture).

5. Consider also offering a monthly online newsletter,

or “e-zine.” People who visit your site can subscribe

free if they register and give you their e-mail address.

You may want to give the visitor the option of checking

a box that reads: “I give you and other companies you

select permission to send me e-mail about products, services,

news, and offers that may be of interest to me.”

6. The more “content” (useful information) on your site,

the better. More people will be attracted to your site,

and they will spend more time on it. They will also tell

others about your site.

7. The model is to drive traffic to your site where you

get them to sign up for either your free report or

free e-zine. Once they register, you have their e-mail

address and can now market to them via e-mail as often

as you like at no extra cost.

8. The bulk of your online leads, sales, and profits will

come from repeat e-mail marketing to this “house”

e-list of prospects. Therefore your goal is to build a large

e-list of qualified prospects as quickly and inexpensively

as you can.

9. There are a number of online marketing options, which

can drive traffic to your site, that I can help you with —

or refer you to an expert I know and trust to help you with.

These include: free publicity; e-mail marketing; banner

advertising; co-registrations; affiliate marketing; search

engine optimization; direct mail; and e-zine advertising.

A good source of web marketing resources is:

http:///www.evendorsonline.com

10. The key to success is to try a lot of different tactics

in small and inexpensive tests, throw out the ones that

don’t work, and do more of the ones that are effective.

————————————————-

AND WHAT DOESN’T WORK ON THE WEB…

Online marketing guru Cory Rudl advises marketers to avoid

these common Web site mistakes that drive visitors away:

* Overwhelming graphics.

* Too many links going to too many different places.

* Flashy banners.

* Lengthy, pointless flash presentations.

* An entire home page devoted to your corporate mission

statement or something else without a reader benefit.

* Lack of relevant information.

Source: Opportunity World, April 2003, p. 67

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DOUBLE YOUR E-MAIL RESPONSE WITH A NEW SUBJECT LINE

I have seen enough tests to know that you can increase

click-through rates on e-mail marketing messages up to

50% and sometimes as much as 100% just by changing

the subject line. Now I am looking for 3 clients

to help me prove this.

If you are one of the first 3 people to respond to this

offer, I will write an e-mail marketing message for

you at 33% off my regular rate AND give you two subject

lines to split test. All I ask in return is that you share

the results with me.

To find out more about this offer, call Fern Dickey

at 201-797-8105 or e-mail her at dickeybf@aol.com.

————————————————-

QUICK TIPS FOR HELPING SEARCH ENGINES FIND YOUR SITE

* Purchase the most effective domain name

(e.g., http://www.divorceonline.com if you are

a divorce lawyer).

* If you select a new URL, make sure previous

users are linked to the new site from any other

sites your company has.

* Make sure your site uses tags for its title

and description. Search engines use these tags

to classify your site.

* Search engines cannot find flash or frame

pages. Use HTML.

Source: btobonline.com, 3/10/03, p. 19

————————————————-

NEW AUDIO CONFERENCE: “MARKETING YOUR SERVICES”

If business is slow, and the weak economy has you worried,

sign up for my April 8 teleseminar, “Marketing Your Services.”

You’ll get practical, easy-to-implement strategies that can

help you generate more leads and close more sales, even in

today’s marketplace. To register for this live, hour-long

session, click on the link below:

https://www.pbconferences.com/service1?ID=-1989440792

————————————————-

60-SECOND COMMERCIAL FROM FERN DICKEY,

OFFICE MANAGER:

Bob is available on a limited basis for copywriting

of direct mail packages, sales letters, brochures, white papers,

data sheets, 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, mailings, etc.), and if Bob is available

to take your assignment, we’ll tailor a package of recent

samples to fit your requirements. Call Fern Dickey

at 201-797-8105 or e-mail dickeybf@aol.com.

————————————————-

Bob Bly

Copywriter/ Consultant

22 E. Quackenbush Ave.

Dumont, NJ 07628

phone 201-385-1220

fax 201-385-1138

rwbly@bly.com

www.bly.com

1/16/2003

3 NEW YEAR’S MARKETING RESOLUTIONS

Filed under: General — site admin @ 5:53 pm

—————————————————–

Bob Bly’s Direct Response Letter

Resources, ideas, and tips for improving response to

business-to-business, high-tech, industrial, Internet,

and direct marketing.

January, 2003

—————————————————–

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 www.bly.com, enter your e-mail address,

and hit Unsubscribe.

—————————————————–

3 NEW YEAR’S MARKETING RESOLUTIONS

1. Spend an hour a week thinking of new ideas for clients

without being asked — and present them to the clients

without asking for money.

2. Get in the habit of skimming a lot of publications rather

than reading only a few. Clip articles of interest and mail

them to clients and others with a short note,

“FYI ? thought this might interest you.”

3. Don?t focus on how you can succeed in business.

Focus on how you can help your customers succeed.

If you make a positive difference in their lives,

your success will follow naturally.

—————————————————–

VIRAL MARKETING IDEA: E-MAIL GREETING CARDS

Ortho Biotech, a pharmaceutical company marketing an

anti-cancer drug, is offering free e-mail greeting cards

people can send to loved ones, friends, and associates

stricken with cancer. The cards features inspirational

messages and artwork.

So where’s the viral marketing? Each card contains

a link to Ortho Biotech?s Web site giving more

information on their cancer drug.

Source: Medical Media and Marketing magazine, 12/02, p. 6.

—————————————————–

RECESSION MARKETING TIP

Dozens of my readers are complaining to me of declining

response rates, a downturn in business, and the weak economy.

“Our direct mail isn?t pulling like it used to,” they complain.

“What can I do?” Here?s what I have found works:

1. Take massive action. Figure out what you think you

need to do to generate the level of leads and orders you

need. Then do twice that amount.

2. Don?t rely on only one promotional vehicle, like direct

mail or cold calling. Do three, four, even five things:

send out mailings; advertise; regularly e-mail your list;

write an article; give a speech.

3. Make every communication a direct marketing communication.

Offer a premium with a high perceived value.

Stress your free offer in your promotion.

4. Test different offers, ideas, copy, formats, and media

to see which work best. Roll out with those promotions

that work. Scratch the others. If they don?t do well in

a small test, mailing more won?t help.

For more advice on marketing in a recession, see my new

book Fool-Proof Marketing, published by John Wiley & Sons.

To order the book at 30% off list price, click on

http://www.amazon.com/exec/obidos/tg/detail/-

/0471236098/qid=1042089878/sr=8-1/ref=sr_8_1/1

02-1967133-5136141?v=glance&s=books&n=507846

—————————————————–

FOR SOFTWARE MARKETERS ONLY

For anyone working in or around the software industry,

here’s an invaluable resource: SoftwareCEO

(http://www.softwareceo.com).

You’ll find free business advice, discussion forums,

online seminars, industry research, and links to

software-specific resources. SoftwareCEO Site Members

also have access to file downloads, proprietary data, and

thousands of dollars in exclusive Buyers’ Club discounts.

Members of the exclusive CEO’s Circle enjoy private peer

networking through a secure forum and member directory.

Be sure to sign up for the free newsletter — SoftwareCEO

founder Bruce Hadley offers weekly tips, tactics, and case

studies. SoftwareCEO will *never* share your e-mail

address with anyone. To subscribe to the free newsletter,

e-mail: freenewsletter@softwareceo.com

—————————————————–

RECOMMENDED VENDOR OF THE MONTH

Does the perpetual pile of unfinished projects on your

desk give you agita? A unique solution to the endless

shuffling of files from pile to pile is Backburner Projects.

Backburner’s staff handles the projects you don’t have time

to — enabling you to get more done this year.

To request an informational sheet on the service or to discuss

your project, contact Fern Dickey (201-797-8105 or

dickeybf@aol.com)

today.

—————————————————–

WEB SITE OF THE MONTH

If you sell by catalog, or just want to study great

direct marketing, now you can see dozens of the top

consumer mail order catalogs online at:

http://catalogs.google.com

—————————————————–

OUR RECENT PROJECTS ? JUST A SAMPLING

Direct mail for CommVault Systems … ads and radio

commercials for Thomas Nelson Publishing … e-mail for

E-Tactics … direct mail for Agora Publishing … direct

mail for U.S. Tax Corporation … white paper for BRIDGELINE

Software … direct mail for Intuit … copywriting for Dynamic

Changes Hypnosis … direct mail for KCI … direct mail

for AWAI … sales letters for Studebaker-Worthington …

e-mail for 21st Century Alert … PR for Ausimont … renewal

series for Institutional Investor Journals … and others.

—————————————————–

60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE MANAGER:

Bob is available on a limited basis for copywriting

of direct mail packages, sales letters, brochures, 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, mailings, etc.), and if Bob is available

to take your assignment, we?ll tailor a package of

recent samples to fit your requirements. Call Fern Dickey

at 201-797-8105 or e-mail dickeybf@aol.com.

—————————————————–

Bob Bly

22 E. Quackenbush Ave.

Copywriter/Consultant

Dumont, NJ 07628

www.bly.com

rwbly@bly.com

phone 201-385-1220

fax 201-385-1138

—————————————————–

12/16/2002

THE MAGIC OF ?SUPERMARKET PRICING?

Filed under: General — site admin @ 5:54 pm

————————————————————

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

December, 2002

————————————————————

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
www.bly.com, enter your e-mail address, and hit Unsubscribe.

————————————————————

SEASONS GREETINGS

The holiday season is upon us, and since this is our
last issue of this e-zine for 2002, we want to wish you an
early seasons greetings! Your next free issue will be sent
the first week of January 2003 with a helpful list of
?Marketing Resolutions? to start off the new year right!

————————————————————

THE MAGIC OF ?SUPERMARKET PRICING?

Supermarkets sell TV dinners for $5.99. But should you use
supermarket pricing for your products ? e.g., charge $399
for your software instead of $400?

Experience shows that you should. But instead of $399,
think about $397!

A colleague and client, Marlene Jensen, says that she has
extensively tested having the price end in 7 instead of 9,
and that it consistently lifts response 10% over prices without
it. Mail order guru Ted Nicholas also says prices ending in
7 boost response.

A survey of newsletter publishers from NEPA (Newsletter
& Electronic Publishers Assocation), shows that 28%
end their price in 5, 26.7% end their price in 9, and 19.8%
in 7. Only 10.1% rounded off and ended their price in zero.

Source: The Newsletter on Newsletters, 11/15/02, p. 3.

————————————————————

MY NEW BOOK IS OUT!

?Fool-Proof Marketing: 15 Winning Methods for Selling
Any Product or Service in Any Economy? is the first ? and
only book — I?ve written specifically to help you market
your product or service during a recession, soft economy,
industry decline, or slow period for your business.

If business is slow for you right now, or you?re worried
about the market for your product or service in the near-term,
you?ll love ?Fool-Proof Marketing.? And today you can
be one of the first to read it — and save 30% off the list
price ? by clicking here:

————————————————————

WOULD YOU LIKE TO PRODUCE AN E-ZINE
LIKE THIS ONE?

It?s become increasingly obvious that one of the best ways
to market your services is by publishing an e-mail newsletter,
or “e-zine.” If you?d like a clear, comprehensive, and fun
how-to guide on this exact subject, then you should meet
Alexandria K. Brown, “The E-zine Queen.” Her newly revised
manual, “Boost Business With Your Own E-zine,” will walk
you, step by step, through planning, writing, publishing, and
promoting an e-zine that gets RESULTS for your business.
(In fact, she guarantees it, or your money back.) Learn more
about this award-winning manual now at
http://www.boostbizezine.com/

————————————————————
LAST CHANCE TO LEARN THESE SOFTWARE
MARKETING SECRETS

In case you missed my 11/21 Webcast on ?Selling Software
by Mail? for the Software and Information Industry Association
(SIIA), you can see and hear it now, for a limited time only,
by clicking on the link below:

http://www.siia.net/divisions/software/webcasts/11-21-02/default.asp

————————————————————

RECOMMENDED VENDOR OF THE MONTH

John Porpora is a smart, experienced marketing
communications manager who is now available to do
marcom work on a freelance basis. His specialties including
project management, design, production, and strategy.
If you have a marketing communications project or
campaign you need handled, call John at 732-548-8611
or email jporpora@aol.com. Tell him I sent you!

————————————————————

FREE SPECIAL REPORTS FROM WEB MARKETING
GURU LARRY CHASE

Coming Soon: Special Focus Issues from Web Digest For
Marketers. Subscribe now at no cost and you will receive free
Special Focus Issues on topics such as: Search Engine Marketing,
Direct Marketing, Copywriting, List Management and Brokerage,
Completive Intelligence, and Email Marketing. Subscribe now
and get Larry Chase’s Top Ten Tips for Starting an Email
Newsletter. Go to http://wdfm.com

————————————————————

60-SECOND COMMERCIAL FROM FERN DICKEY,
PROJECT MANAGER:

Bob is available on a limited basis for copywriting of direct
mail packages, sales letters, brochures, data sheets, 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,
mailings, etc.), and if Bob is available to take your assignment,
we?ll tailor a package of recent samples to fit your requirements.
Call Fern Dickey at 201-797-8105 or e-mail dickeybf@aol.com.

————————————————————

Bob Bly
Copywriter/Consultant
22 E. Quackenbush Ave.
Dumont, NJ 07628
www.bly.com
rwbly@bly.com
phone 201-385-1220
fax 201-385-1138

————————————————————

11/16/2002

WHAT?S WORKING IN DIRECT MAIL TODAY?

Filed under: General — site admin @ 5:54 pm

—————————————–

Bob Bly?s Direct Response Letter

Resources, ideas, and tips for improving response

to business-to-business, high-tech, industrial,

Internet, and direct marketing.

November, 2002

—————————————–

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 www.bly.com,

enter your e-mail address, and hit Unsubscribe.

—————————————–

FOR HIGH-TECH MARKETERS ONLY

The Software and Information Industry Association

(SIIA) has rescheduled my Webcast on ?Selling Software

by Mail? for November 21. It runs from 1 to 2pm EST.

All you need to participate is a phone and a computer.

Direct mail and e-mail marketing are powerful tools

for generating leads, demo requests, downloads of

evaluation copies, and direct sales for software

and related high-tech products. In this session,

I?ll share with you proven techniques for increasing

readership, reaction, and response — far above

the results average copywriters get.

To register simply click on the link below:

https://www.trendsreport.net/events/calendar/prereg.asp?eventid=242

—————————————–

GET YOUR PROSPECTS TO RESPOND — NOW!

Headlines and copy work better when they contain a

sense of urgency — a reason to act now instead of later.

Here are four easy ways to add that urgency to your copy:

1. Promise quick results; e.g., ?Get rid of foot pain —

in just 7 days!?

2. Put a deadline on your offer: ?To get Product X,

you must reply by December 15, 2002. After that,

it?s too late.?

3. Offer a quick-response bonus — an extra free gift

if they reply within the next 10 days: ?Act now and

you will receive a FREE bonus — an exclusive interview

with Katherine Harris on audiocassette, not available

in stores.?

4. Add a time element. ?How to Make $100,000 Working at

Home This Year? is stronger than ?How to Make $100,000

Working at Home.?

—————————————–

WHAT?S WORKING IN DIRECT MAIL TODAY?

Did one of your recent mailings beat a strong control?

Did you create an unusual mailing that pulled unusually well?

If so, I?d like to hear about it. You can e-mail your

reply to: rwbly@bly.com. Or mail your DM package to

the address at the end of this e-zine. Thanks!

—————————————–

UPCOMING SPEAKING ENGAGEMENTS

I?ll be giving the following presentations at the

following events:

“Write A Great Message: How to Write Effective E-Mail Copy?

at the ClickZ E-Mail Strategies Conference & Expo,

Fairmont Hotel, San Francisco, CA, November 18, 2002.

For details click on: http://www.jupiterevents.com/email/fall02/index.html

?The World?s Best-Kept Copywriting Secrets? for the

Kansas City Direct Marketing Association, Mission, KS,

November 12, 2002. For details call 816-561-5323.

—————————————–

BURNED OUT? NEED A NEW JOB? WANT TO CHANGE CAREERS?

On her Changing Course Online Web site, Valerie Young

provides resources, tools, and inspiration to help

career-changers discover their dreams — and attain

a more fulfilling life doing work that they love.

I?ve heard Valerie speak. Her advice is sound,

sensible, and practical. If you are feeling bored or

depressed, and need to jump start your life,

visit http://www.changingcourse.com.

—————————————–

WEB SITE OF THE MONTH

Looking to spice up your writing with quotations?

Go to http://www.quotationspage.com, where you can search

a free database of more than 15,000 quotations.

——————————————

E-ZINE OF THE MONTH

WordBiz Report focuses on how words drive revenue online.

It’s written by my good friend and widely-read ClickZ columnist

Debbie Weil. You get case studies, hands-on tips, best

practice interviews, and links to useful resources

about online copywriting and Web content.

Special bonus: You can download Debbie’s free

?Guide to Killer Online Copywriting? instantly

when you subscribe. Just click on the link below:

http://www.wordbiz.com/signup.html

—————————————–

60-SECOND COMMERCIAL FROM FERN DICKEY, PROJECT MANAGER:

Bob is available on a limited basis for copywriting

of direct mail packages, sales letters, brochures,

data sheets, 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, mailings, etc.), and if Bob is available

to take your assignment, we?ll tailor a package

of recent samples to fit your requirements.

Call Fern Dickey at 201-797-8105 or e-mail dickeybf@aol.com.

—————————————–

Bob Bly

Copywriter/Consultant

22 E. Quackenbush Ave.

Dumont, NJ 07628

phone 201-385-1220

fax 201-385-1138

www.bly.com

rwbly@bly.com

—————————————–

10/16/2002

STAMP OUT BAD POWERPOINT PRESENTATIONS!

Filed under: General — site admin @ 5:55 pm

——————————————

Bob Bly’s Direct Response Letter

Resources, ideas, and tips for improving response

to business-to-business, high-tech, industrial, Internet,

and direct marketing.

October 3, 2002

——————————————

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 www.bly.com, enter your

e-mail address, and hit Unsubscribe.

——————————————

FOR SOFTWARE MARKETERS ONLY

I’ll be presenting a Webcast for SIIA (Software and

Information Industry Association) called “Secrets

to Selling Software By Mail” on 10/17 at 1 pm

(Eastern time). Attendees will learn how to craft

compelling copy and create irresistible offers for

direct mail packages selling software products

of all kinds.

You can register for the event here:

https://www.trendsreport.net/events/calendar/prereg.asp?eventid=242

——————————————

HIRING A SPEAKER FOR YOUR NEXT MEETING OR SEMINAR?

WATCH OUT!

What can go wrong with something so innocuous as

hiring a well-known keynote speaker?

** One speaker used the “F” word in his PowerPoint

presentation to 300 top executives; another listed

the competitor’s name and contact information

throughout his handouts.

** A novice meeting planner hired a speaker for a 3-hour

keynote and then found out the speaker only had material

to speak for 90 minutes on his topic.

** A speaker’s invoice included unexpected expenses

such as his $7,000 first-class ticket, his pro shop

charges, and his fee for copying his handouts onsite

(600 pages copied at the hotel at 20 cents per page).

For tips on how to avoid these and other common meeting

planning pitfalls, call Fern Dickey at 201-797-8105

to order her book “Last Minute Meetings” (Career Press).

List price is $11.99, but a copy is yours for

$10 plus free shipping and handling if

you order now using your credit card.

——————————————

LEARNING ANNEX SEMINAR: “$100,000 A YEAR AS A FREELANCE WRITER”

I’ll be teaching my popular evening seminar on how

to make a 6-figure income as a freelance copywriter

in New York City on October 8 from 6:30 pm to 9:30 pm.

To register call The Learning Annex at 212-371-0280.

——————————————

STAMP OUT BAD POWERPOINT PRESENTATIONS!

My regular readers know that I am not a fan of PowerPoint.

But if you are going to use it, don’t let ho-hum slides

detract from the value of your message, or cause you to miss

a precious opportunity to make a winning impression.

PowerPoint pro Joanne Fritz can help you deliver your business

message – whether it’s to your internal or external customers –

with slide design for your presentation. With over 25 years’

experience in marketing communications, she can help you make

your message come alive.

She’ll “pretty up” boring text slides, add pizzazz to dry

statistical charts, and create the positive impression with

your audience that you’re looking for. For more information,

contact Joanne Fritz at 908-755-3614, or visit

http://www.posimpressions.com

——————————————

PR SECRETS OF THE WORLD’S TOP PUBLICITY GURUS

My colleague, master information marketer Fred Gleeck,

has announced a new “Publicity Maximization” seminar.

Location: New York City. Date: October 18 – 19, 2002.

Objective: to help you sell more of your products

or services via low-cost/no-cost PR.

The program features half a dozen top PR gurus including

Fred and my friend, Paul Hartunian. Hearing them alone

would be worth many times the admission fee.

For more information click below:

http://www.webmarketingmagic.com/app/afsignup.asp?MerchantID=3109

——————————————

THE POWER OF POSITIVE THINKING — YOURS FREE!

Christian H. Godefroy, a retired millionaire, offers

free e-books on self-confidence, success, memory,

advertising, positive thinking, and other self-help topics.

Click on: http://gratis-ebooks.com

You can also sign up to receive a weekly inspirational

story sent via e-mail. Get 3 new ones instantly at

http://www.positive-club.com

I recently met Christian in France. He’s a smart guy

(nice too) and his stuff is well worth reading.

——————————————

MAKE $10,000 A MONTH SELF-PUBLISHG YOUR OWN E-BOOK

How do the top online marketers make an extra $2,000 to

$10,000 a month in profits with every new e-book they publish?

Two of these e-book gurus, Jim Edwards and David Garfinkel,

tell all in their new e-book, “eBook Secrets Exposed:

How to Make Massive Amounts of Money in Record Time

With Your Own eBook.”

I read a ton of marketing books, and “eBook Secrets Exposed”

is one of the most useful and exciting volumes I’ve read

in years. If you’ve been thinking of publishing and

marketing e-books, you simply must order it.

For more information click below:

http://www.ebooksecretsexposed.com/

——————————————

KNOCK, KNOCK

For a writing project, I need engineering jokes

(jokes about engineers and engineering) — good, bad, or

terrible. Please e-mail your jokes to rwbly@bly.com. Thanks!

——————————————

60-SECOND COMMERCIAL FROM FERN DICKEY, PROJECT MANAGER:

Bob is available on a limited basis for copywriting of

direct mail packages, sales letters, brochures, data sheets,

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, mailings, etc.), and if Bob is available to take your

assignment, we’ll tailor a package of recent samples to fit

your requirements. Call Fern Dickey at 201-797-8105 or

e-mail dickeybf@aol.com.

——————————————

Bob Bly

Copywriter/Consultant

22 E. Quackenbush Ave.

Dumont, NJ 07628

phone 201-385-1220

fax 201-385-1138

www.bly.com

rwbly@bly.com

——————————————

9/16/2002

HOW TO WRITE COPY THE WAY YOUR PROSPECTS TALK

Filed under: General — site admin @ 5:57 pm

———————————————–

Bob Bly’s Direct Response Letter

Resources, ideas, and tips for improving response

to business-to-business, high-tech, industrial,

Internet, and direct marketing.

September 4, 2002

———————————————–

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 www.bly.com, enter your e-mail address,

and hit Unsubscribe.

———————————————–

HEADLINE CLINIC: BENEFITS + CURIOSITY = WINNER

Promising a benefit is one way to get people to

read your promotion. Arousing curiosity is another.

But the strongest is to combine them.

You create a positive expectation while making

your piece irresistible.

One way to do this: In a direct mail outer

envelope teaser, promise the benefit up front –

but tell the reader that the solution, product,

or service advertised inside is NOT the one

they think or expect.

Here’s an example from a successful direct mail

package promoting a stock market newsletter

(before the tech-stock meltdown):

“The one Internet stock you must own now.

(Hint: It’s NOT the one you think!)”

Why did this work?

Before the dot.com collapse, “The one Internet

stock you must own now” was appealing –

implying that a real winner was inside.

But if this were the entire teaser, the skeptical

reader would think, “Sure, they’re going to tell

me about amazon.com, eBay, Yahoo, or something else

I already know … the same old stuff.”

The second part of the teaser — “Hint: It’s NOT

the one you think!” — makes the reader think,

“Hey, maybe it’s NOT amazon.com, eBay, or Yahoo.

I wonder what it could be? I’d better open it up

and find out.”

This package was a control until it became dated

(the editor stopped touting the stock).

———————————————–

HOW TO WRITE COPY THE WAY YOUR PROSPECTS TALK

Copywriters are always searching for those perfect

words that will help sell a product or service by

painting a favorable picture in a prospect’s mind.

However, no one, until now, has ever taken the

approach of determining what specific words and

phrases have worked best in terms of selling to,

negotiating with, or motivating specific

occupational groups.

After 20 years of research entailing over 12,000

interviews, The Brooks Group has put together a

set of profiles showing what words in copy work

best for specific target audiences. These guides

cover how to write to lawyers, doctors, accountants,

entrepreneurs, engineers, CEOs, CFOs, and dozens

of other markets.

If you wanted to write a sales letter or advertisement

for a certain group of career professionals, doesn’t

it make sense to know the specific words and phrases

that most appealed to that group? I’ve read most of

these guides and they are a goldmine; I wouldn’t part

with my collection for a new BMW! For more information,

click on: www.thewordsthatsell.com.

———————————————–

RECOMMENDED VENDOR OF THE MONTH

When it comes to getting good online mailing lists,

there are all sorts of alternatives to traditional

list rentals — ads in e-zines, banners on Web sites,

cost per acquisition (CPA) deals, swaps, you name it.

And if you want help sorting out what’s available

and making the deal, I recommend you call Sarah Stambler

at E-Tactics.

Sarah specializes in locating untapped resources –

lists and advertising opportunities you cannot find

by traditional means. She scours the universe for

niche-specific publications, e-letters and e-zines,

book publishers, associations, portals, directories,

Web sites, conferences, and special reports.

Acting on your behalf, E-Tactics will research,

negotiate, and seal deals with companies that have

lists of buyers and prospects. These could include

list rentals or swaps, exposure on a publication’s

Web site, and PR or sponsorship possibilities.

This work is performed on a fixed-fee basis.

Programs start at $1,500 with price based on

how many opportunities you want to pursue.

For more information, call Sarah Stambler toll-free

at 800-348-8090 or 212-222-1713.

Or click on www.e-tactics.com.

———————————————–

URGENT! KEEP THOSE CARDS AND LETTERS COMING!

I hate to bug you nice folks, but to remind you,

I have two urgent requests I’m hoping you can help me

out with. I need:

* Samples of successful postcard marketing for an

article I am writing for Inside Direct Mail.

* Examples of all kinds of business letters for a

letter-writing handbook I am writing for John

Wiley & Sons.

You can send your material via:

1. e-mail — rwbly@bly.com

2. fax — 201-385-1138

3. Mail: Bob Bly, 22 E. Quackenbush Avenue,

Dumont, NJ 07628

As always, if I use your material, you get full

credit, of course.

———————————————–

WEB SITE OF THE MONTH

This Web site for copywriters lists more than 1,000

words and phrases that sell. A handy idea starter

for writing e-mail subject lines, ad headlines,

envelope teasers, and more. Click on the link below:

http://time4success.com/1000.html

———————————————–

FREE ONE-PAGE NEWSLETTER TELECLASS

Want to increase sales, reduce costs and drive Web

site traffic? Then sign up for Roger C. Parker’s

free one-hour teleseminar, Promoting Your Business

With a One-Page Newsletter.

Date: September 8, 2002. Time: 8 PM EST.

You’ll learn the Ten Commands of One-Page Newsletters,

how to choose a focus and title for your newsletter,

and how to leverage profits in print and online.

Register by visiting www.OnePageNewsletter.com,

by calling 603-742-9673 or e-mailing OnePageNews@aol.com.

———————————————–

E-ZINE OF THE MONTH — YOURS FREE!

Everyone who writes, edits, or approves copy should

sign up for John Forde’s free e-zine, The Copywriter’s

Roundtable. Every issue is packed with copywriting

wisdom that’s a level above the ordinary.

For your free subscription, visit www.jackforde.com.

You will be glad you did.

———————————————–

60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE MANAGER:

Bob is available on a limited basis for copywriting

of direct mail packages, sales letters, brochures,

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, mailings, etc.),

and if Bob is available to take your assignment,

we’ll tailor a package of recent samples to fit your

requirements. Call Fern Dickey at 201-797-8105

or e-mail dickeybf@aol.com.

———————————————–

Bob Bly

Copywriter/Consultant

22 E. Quackenbush Ave.

Dumont, NJ 07628

rwbly@bly.com

www.bly.com

phone 201-385-1220

fax 201-385-1138

———————————————–

8/16/2002

ARE YOUR SENTENCES TOO LONG?

Filed under: General — site admin @ 5:58 pm

—————————————————————-

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

August, 2002
—————————————————————-

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 www.bly.com, enter
your e-mail address, and hit Unsubscribe.
—————————————————————-

ARE YOUR SENTENCES TOO LONG?

The ?Breath Test? can determine whether your sentences are too
wordy. How it works: *Without* inhaling, read the sentence
aloud. If you run out of breath before you get to the end, the
sentence is too long.

The solution: Use a dash (–) or ellipses (…) to break the
sentence into two or more parts. Or rewrite it as two or more
shorter sentences. Doing so will make your writing livelier,
more conversational — and easier to read.
—————————————————————-

10 BUSINESS SUCCESS PRINCIPLES THAT STILL APPLY IN THE INTERNET
AGE

1) Customers matter.
2) One day, revenue needs to exceed costs.
3) Trust is the basis of business relationships.
4) There are only 24 hours in a day.
5) There will always be value in brands.
6) There will always be competition.
7) People are self-interested. So are companies.
8) People need a powerful incentive to change their behavior.
9) Sex sells.
10) No one really wants a relationship with a telephone company.

–Cited in Business 2.0 magazine
—————————————————————-

A CORRECTION — AND AN APOLOGY

In the last issue of this e-zine, the ?Reason for Being?
technique should have been attributed to John Forde and Michael
Masterson, not Michael alone. My mistake. Apologies to John.

If you didn?t get my last issue with the ?Reason for Being?
article, go to the e-zine subscription sign-up box on
www.bly.com. You can read back issues there online.
—————————————————————-

THOUGHT FOR THE DAY

?Nothing will ever be attempted if all possible objections must
first be overcome.?
–Samuel Johnson (1709-1784)
—————————————————————-

E-ZINE OF THE MONTH

Speaking of e-zines, super entrepreneur Michael Masterson
writes a wonderfully informative daily e-zine, Early to Rise,
covering a wide range of topics, but mainly success, wealth,
and entrepreneurship. For more information click on this link:
www.earlytorise.com/bly

—————————————————————-

UPCOMING LEARNING ANNEX CLASSES

I?ll be teaching two classes for the Learning Annex this month –
– ?How to Get Out of a Slump? on 8/13 and ?Secrets of a
Freelance Writer: How to Make $100,000 a Year? on 8/20.

Both classes run from 6:30 pm to 9:30 pm in New York City. To
register, call the Learning Annex at 212-371-0280.

—————————————————————-

THE ADVERTISING SHOW

I recently talked about how to write effective copy on the
Houston radio program, ?The Advertising Show.? If you want to
hear it, call Fern Dickey at 201-797-8105 and order our tape
#829 using your credit card. List price is $15, but it is yours
for $10 if you call now.

—————————————————————-

IT?S THE LAW…

** In Alabama, it is a felony to cut off your arm so as to make
people feel sorry for you and give you money.

** In Troutdale, Oregon, it is illegal to fight in a river.

** If you intentionally burp in a church in Nevada, you are
breaking the law.

–Jeff Koon & Andy Powell, ?101 Real Dumb Laws? (Free Press)

—————————————————————-

TWO FREE SEMINARS WITH ROGER C. PARKER

My good friend Roger C. Parker, a world-class expert in desktop
design and marketing, is giving two free 60-minute
teleconferences this month. I?m going to take both, and
recommend you do too. They are:

?Profit From the Author Inside You: Write that Book and Boost
that Career!? Tuesday, August 6, 8:00 PM EST
Register via e-mail at: Resources@NewEntrepreneur.com

?Profit from the One-Page Newsletter: Build Sales and Cut
Costs!? Thursday, August 8, 8:00 PM EST
Register via e-mail at: OnePageNews@aol.com

—————————————————————-

VENDOR OF THE MONTH

Want to teach your employees business or technical writing? I
recommend The Communication Workshop. This training firm offers
on-site business and technical writing seminars at companies
across the United States. Owner Gary Blake and I have written
six books together including ?The Elements of Business
Writing,? which has sold more than 100,000 copies. Mention my
name and Gary will send you a FREE poster, “Grammar at a
Glance.” Just e-mail garyblake@aol.com or phone 516-767-9590.

—————————————————————-

NEW GUIDE GIVES YOU THE SCOOP ON 400+ MARKETING WEB SITES

Larry Chase, publisher of the enormously valuable e-zine Web
Digest for Marketers, has just published a new e-book, ?Need-to-
Know Marketing Sites from Web Digest for Marketers.? It?s a
digital desktop reference guide that gives you access to more
than 400 Web sites that can help you with every aspect of your
marketing, from affiliate programs to PR. For more information
go to:
http://www.wdfm.com/n2k/FYINeedtoKnow5.htm

—————————————————————-

60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE MANAGER:

Bob is available on a limited basis for copywriting of direct
mail packages, sales letters, brochures, ads, e-mail marketing
campaigns, PR materials, white papers, 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, mailings, etc.), and if
Bob is available to take your assignment, we?ll tailor a
package of recent samples to fit your requirements. Call Fern
Dickey at 201-797-8105 or e-mail dickeybf@aol.com.

—————————————————————-

Bob Bly 22 E. Quackenbush Ave.
Copywriter/consultant Dumont, NJ 07628
rwbly@bly.com phone 201-385-1220
www.bly.com fax 201-385-1138
—————————————————————-

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