Bob Bly’s Direct Response Letter
Resources, ideas, and tips for improving response to
business-to-business, high-tech, industrial, Internet,
and direct marketing.
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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.
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
FOR SOFTWARE MARKETERS ONLY
For anyone working in or around the software industry,
here’s an invaluable resource: SoftwareCEO
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,
RECOMMENDED VENDOR OF THE MONTH
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WEB SITE OF THE MONTH
If you sell by catalog, or just want to study great
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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.
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 firstname.lastname@example.org.
22 E. Quackenbush Ave.
Dumont, NJ 07628