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

1/16/2003

3 NEW YEAR’S MARKETING RESOLUTIONS

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

January, 2003

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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

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and hit Unsubscribe.

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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.

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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.

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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

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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

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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.

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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

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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.

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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

22 E. Quackenbush Ave.

Copywriter/Consultant

Dumont, NJ 07628

www.bly.com

rwbly@bly.com

phone 201-385-1220

fax 201-385-1138

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