Bob Bly?s Direct Response Letter
Resources, ideas, and tips for improving response to business-to-business, high-tech, industrial, and direct marketing.
Vol. I. No. 2
GOODBYE AND HELLO
As many of you already know, Ilise Benun has left us after many happy years of service and will no longer serve as Bob?s agent for copywriting. Replacing her as Bob?s rep (and as editor of this letter) is Fern Dickey, formerly a manager with a printing trade association. Phone contact information: Bob at (201) 385-1220 or Fern at (201) 797-8105. Fern will handle Bob?s copywriting schedule, including preparing cost estimates and doing fee and deadline confirmations for scheduled assignments.
SELLING INFORMATION PRODUCTS BY MAIL? LISTEN TO THIS!
At a recent Direct Media Business Coop, Bob gave a well-received presentation on ?Using Direct Mail to Sell Information Products in the Information Age.? For a FREE copy of the audiocassette of the session (retail value: $15), call Fern Dickey at 201-797-8105 and mention this newsletter. (We have only a limited number of dupes available; they will be given on a first come, first served basis.) If you market information products by mail ? newsletters, directories, books, looseleaf services, tapes ? call now!
TOO BUSY? READ THIS NOW!
Aside from direct marketing and writing, Bob?s passion is working as efficiently and productively as possible, and eliminating all time-wasting activities from his life. Bob?s new book on time management and personal productivity — 101 Ways to Make to Make Every Second Count: Time Management Techniques for More Success With Less Stress — was recently released by Career Press. The productivity-boosting book can be ordered online at www.amazon.com or by calling Career Press at 1-800-CAREER-1. Trade paperback, 191 pages, $14.99.
DIRECT MAIL ON THE INTERNET
According to an article in Target Marketing, e-mail marketing budgets will rocket to an estimated $7.3 billion by 2005. And Forrester Research predicts online sales will reach $187.9 billion by 2004. If you want to start or jump-start your own e-mail marketing campaigns, we recommend you read Internet Direct Mail: The Complete Guide to Successful e-mail Marketing Campaigns, coming out in October 2000 from NTC Business Books. Bob coauthored the book with Steve Roberts of Edith Roman Associates and Michelle Feit of E-PostDirect, an Internet mailing list broker.
Bob writes a fair amount of Internet direct mail for clients. Several articles Bob wrote on ?how to write Internet direct mail? are posted on the Articles page of his Web site, www.bly.com, and several sample e-mails are posted on the site?s Portfolio page. Also on the site?s home page you can click an E-Vendors button for a list of e-list brokers and related e-business solutions providers.
SELLING AND COMMUNICATING IN THE INTERNET AGE
Bob Bly has launched a new Web site, www.espeakonline.com, that is ?an online forum and resource for people concerned about the Internet and its impact on writing, publishing, information marketing, and communication — in print and on the Web.?
Visitors clicking onto the www.espeakonline.com home page have the opportunity to read a white paper titled ?Is Reading Dead? The State of the Printed Word in a Cyberspace Society.? They can also participate in an online forum, vote in online polls, subscribe to a free e-zine, and access a library of downloadable ?how-to? articles on communication and related topics — everything from reducing stress and reading faster, to improving your writing skills and marketing with e-mail.
?If you?re a businessperson or communications professional, espeakonline.com can help you learn how to communicate more effectively in the information age and break through the message clutter bombarding your audience,? Bob says. ?If you?re an information marketer or publisher, you will discover how to get people to continue to pay you handsomely for your information — even in an age where copyrights are violated daily, and content is increasingly being given away for free to sell products or increase Web site traffic.?
RECENT COPYWRITING & CONSULTING PROJECTS (JUST A SAMPLING)
Direct mail package for Federal Employees Almanac … 4 subscription packages for American Institute of Chemical Engineers … series of articles on Web marketing for Network Solutions (will be posted on www.dotcom.com) … new control for Phillips Publishing Forecasts & Strategies … curriculum guide for IBM Advanced Business Institute (executive education programs in e-business) … direct mail seminar for Cambridge Technology Partners … corporate capabilities brochure for Stellar Software … product brochures for GretagMacbeth, Lucent Technologies, and Nortel … DM package for The Oxford Club (and a second package for Oxford Club Alert) … DM packages for KCI Communications, Norman Rentrop, Economics Press, and Georgetown Publishing … and more. (See new package for Matthew Lesko, Information U.S.A., posted on www.bly.com.)
BOB FOR HIRE
Bob is available on a limited basis for copywriting of direct mail packages, sales letters, brochures, ads, 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 we?ll tailor a package of recent samples to fit your requirements. Call Fern Dickey at 201-797-8105 or e-mail firstname.lastname@example.org.