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

9/16/2002

HOW TO WRITE COPY THE WAY YOUR PROSPECTS TALK

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

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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

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

and hit Unsubscribe.

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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).

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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.

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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.

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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.

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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

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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.

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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.

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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.

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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

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