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 12, 2002
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WHAT?S YOUR PRODUCT?S USP?
In his classic book ?Reality in Advertising,? Rosser Reeves introduced the concept of the Unique Selling Proposition (USP).
Most marketers today are aware of the USP but do not remember the three elements Reeves said every USP must contain. Since ?Reality in Advertising? is out of print and hard to get, here?s what Reeves said:
?1. Each advertisement must make a proposition to the consumer. Each advertisement must say to the reader: ?Buy this product, and you will get this specific benefit.??
?2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique — either a uniqueness of brand or a claim not otherwise made in that particular field.?
?3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.?
Why do you need a USP? Well, in almost every field, from accounting to online marketing, competitors are plentiful.
If your product is not differentiated from your competition?s in a way that is unique, better, and useful to the buyer, why should they call you instead of your competitor? The USP is the compelling reason why people should prefer you to other marketers or service providers in your market or industry.
WHAT IS YOUR PRODUCT?S ?REASON FOR BEING??
A different take on Reeves?s USP is Michael Masterson?s ?Reason for Being.?
The logic is as follows: There are already tons of people doing what you do or selling what you sell (or something close to it). Why even bother to be in business unless you offer a benefit to your customers that others cannot match?
To define your product?s ?Reason for Being,? fill in the blanks below:
?My product is the only one that (does what?)____________________________
for (for whom?)___________________________________________________
by (how does it deliver this benefit?) ____________________________________
…better than any other product in the world.?
The greater the difficulty you have in completing this exercise, the harder it will be to write compelling copy that persuades readers to buy from you.
After all, if you don?t think your product is special, how will you convince others?
MAKE $100,000 A YEAR AS A FREELANCE DESKTOP DESIGNER
Most people are relatively computer-illiterate and desperately need freelancers to do their computer work for them, including desktop publishing. It?s not hard to learn and the pay is excellent. ?Graphic Design Success,? a course from AWAI, teaches you everything you need to know to make at least $2,000 a week or more offering your freelance desktop publishing services to corporations, publishers, small businesses, and other clients. Also recommended for direct marketers who want to design their own promotions. For more information click on the link below:
NEW AUDIOCASSETTE: ?WORLD?S BEST-KEPT COPYWRITING SECRETS?
On June 20th, I gave a well-received talk, ?The World?s Best-Kept Copywriting Secrets,? at a lunch meeting jointly sponsored by NEPA (Newsletter and Electronic Publishers Association, NYC chapter), NDPA (National Directory Publishers Association), and DPFN (Directory & Database Publishers Forum & Network). Now it?s available on a professionally recorded audiocassette.
You?ll discover the motivating sequence, the principle of abundant proof, how to create a bullet-proof copy platform, reaching your prospects on a deeper level, the secret of the 4 U?s, the FAB pyramid, and other useful copywriting techniques.
The retail price of the tape is $15 but mention you subscribe to this e-zine (The Direct Response Letter) and you get it for $10. We pay shipping & handling. Call Fern Dickey at 201-797-8105 and order tape #831 with your credit card. Or go to www.bly.com and click on Audiotapes.
DO YOU USE POSTCARDS TO PROMOTE YOUR PRODUCT OR SERVICE?
I?m writing an article on postcards for Inside Direct Mail and I need samples of successful postcard marketing. If you have a postcard that?s worked well for your business, please mail it to me at: Bob Bly, 22 E. Quackenbush Avenue, Dumont, NJ 07628. Or e-mail it as a pdf file to rwbly@bly. If I use your material, you will be given full credit, of course.
?THE 10 MOST COMMON ONLINE MARKETING MISTAKES? — YOURS FREE!
New! 44-page Marketing Sherpa Report helps you avoid the most common email and Web marketing mistakes (guaranteed you make at least one.) Get your $49 Mistakes Report — free today:
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 email@example.com.
Bob Bly 22 E. Quackenbush Ave.
Copywriter/Consultant Dumont, NJ 07628
firstname.lastname@example.org phone 201-385-1220
www.bly.com fax 201-385-1138