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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MARKETING ON A SHOESTRING
With budgets tight and sales slow, businesses are looking
to get better results while spending less. Here are four
ideas that work well — and cost hardly a dime:
1. Build new relationships through networking.
Attend two networking events every month.
2. Nurture existing relationships through email.
If you haven’t already, create an email system to
keep in touch with everyone who already knows you.
Reach out to remind them of your existence at
least once per quarter.
3. Pursue your ideal clients. Introduce yourself,
via phone and/or email, to five new prospects
4. Online Marketing: finish or update your web site.
Source: Ilise Benun, http://www.artofselfpromotion.com
MAILING THE SAME PIECE TWICE: SHOULD YOU OR SHOULDN?T YOU?
Your mailing did well. Really well. Should you mail
the same piece again? And when?
Rule of thumb: Sending the exact same piece to the
same list approximately 8 to 10 weeks after the
initial mailing usually generates 40% to 60%
of the original response.
How to make the decision: Say you need a 1% response
to be profitable. Your initial mailing generates 4%.
Half of that would be 2% — double the response you
need. So yes, you can safely mail the same piece again.
CORRECT THIS COMMON WRITING MISTAKE
A recent promotion that came across my desk says ?
“You can triple your money ? a 300% profit.”
It?s a common mistake, but tripling your returns
is a 200% profit, not 300%. The rule is take the multiple
(in this case, tripling means 3 times), subtract 1
(3 ? 1 = 2), and multiply by 100 to calculate
the percentage return (2 X 100 = 200%).
Sounds odd, but think about it. When you earn a
100% profit, you have doubled your money, right?
Well, 2 ? 1 = 1 X 100 = 100%.
QUOTE OF THE DAY
“The best index to a person?s character is (a) how
he treats people who can?t do him any good and (b)
how he treats people who can?t fight back.”
–Abigail Van Buren
Source: Personal Selling Power, February 2003, p. 106
CALL FOR ENTRIES
For the upcoming Direct Marketing to Business Conference,
I am updating my workshop “What’s Working in Direct Mail Today.”
(March 19-21, Orlando, Florida)
Send me your successful mailings and tips
(snail mail only; not online stuff). If I use them
in the program, you will get full credit of course.
Please e-mail email@example.com. Or mail your DM package
to the address at the end of this e-zine. Thanks!
MAKE $100,000 A YEAR SELLING INFORMATION PRODUCTS
Let my good friend, master marketer Fred Gleeck, teach
you the inside secrets to creating, marketing and
selling your own information products. From books
to e-books to audios and videos, you can make a
substantial living taking the knowledge you have
and putting it into a form that others will buy.
This information packed 3-day event will give you
everything you need to package your expertise and
make it pay! February 14 – 16, Las Vegas, Nevada.
For more information click on:
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, white
papers, data sheets 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
22 E. Quackenbush Ave.
Dumont, NJ 07628