Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, industrial, Internet,
and direct marketing.
March 17, 2003
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WHAT REALLY WORKS IN ONLINE MARKETING
A colleague recently said to me, “No one has found
the winning formula for successful online direct
I disagree. A number of companies know exactly what
works and are making small fortunes with it.
The primary concept is that online marketing works
best when you e-mail to people who already know you.
Therefore, successful online marketers build their
“house file” or “e-list” (lists of prospects and
their e-mail addresses) using the process
outlined below, and then sell to those people
via e-mail marketing:
1. Build a Web site that positions you or your
organization as an expert, guru, or leader in your
field or industry. This is the “base of operations”
for your online marketing campaign.
2. This Web site should include a home page, an
“About the Company” page, and a page with brief
descriptions of your products and services
(each product or service description can link
to a longer document on the individual item).
3. You should also have an “Articles Page”
where you post articles your company has published
on your industry or area of specialty, and where
visitors can read and download these articles for free
(e.g., a home improvement contractor would have tips
for small do-it-yourself home improvement projects).
4. Write a short special report or white paper
relating to the problem your product or service
addresses, and make this available to people who
visit your site. They can download it for free, but
in exchange, they have to register and give you
their e-mail address (and any other information you
want to capture).
5. Consider also offering a monthly online newsletter,
or “e-zine.” People who visit your site can subscribe
free if they register and give you their e-mail address.
You may want to give the visitor the option of checking
a box that reads: “I give you and other companies you
select permission to send me e-mail about products, services,
news, and offers that may be of interest to me.”
6. The more “content” (useful information) on your site,
the better. More people will be attracted to your site,
and they will spend more time on it. They will also tell
others about your site.
7. The model is to drive traffic to your site where you
get them to sign up for either your free report or
free e-zine. Once they register, you have their e-mail
address and can now market to them via e-mail as often
as you like at no extra cost.
8. The bulk of your online leads, sales, and profits will
come from repeat e-mail marketing to this “house”
e-list of prospects. Therefore your goal is to build a large
e-list of qualified prospects as quickly and inexpensively
as you can.
9. There are a number of online marketing options, which
can drive traffic to your site, that I can help you with —
or refer you to an expert I know and trust to help you with.
These include: free publicity; e-mail marketing; banner
advertising; co-registrations; affiliate marketing; search
engine optimization; direct mail; and e-zine advertising.
A good source of web marketing resources is:
10. The key to success is to try a lot of different tactics
in small and inexpensive tests, throw out the ones that
don’t work, and do more of the ones that are effective.
AND WHAT DOESN’T WORK ON THE WEB…
Online marketing guru Cory Rudl advises marketers to avoid
these common Web site mistakes that drive visitors away:
* Overwhelming graphics.
* Too many links going to too many different places.
* Flashy banners.
* Lengthy, pointless flash presentations.
* An entire home page devoted to your corporate mission
statement or something else without a reader benefit.
* Lack of relevant information.
Source: Opportunity World, April 2003, p. 67
DOUBLE YOUR E-MAIL RESPONSE WITH A NEW SUBJECT LINE
I have seen enough tests to know that you can increase
click-through rates on e-mail marketing messages up to
50% and sometimes as much as 100% just by changing
the subject line. Now I am looking for 3 clients
to help me prove this.
If you are one of the first 3 people to respond to this
offer, I will write an e-mail marketing message for
you at 33% off my regular rate AND give you two subject
lines to split test. All I ask in return is that you share
the results with me.
To find out more about this offer, call Fern Dickey
at 201-797-8105 or e-mail her at email@example.com.
QUICK TIPS FOR HELPING SEARCH ENGINES FIND YOUR SITE
* Purchase the most effective domain name
(e.g., http://www.divorceonline.com if you are
a divorce lawyer).
* If you select a new URL, make sure previous
users are linked to the new site from any other
sites your company has.
* Make sure your site uses tags for its title
and description. Search engines use these tags
to classify your site.
* Search engines cannot find flash or frame
pages. Use HTML.
Source: btobonline.com, 3/10/03, p. 19
NEW AUDIO CONFERENCE: “MARKETING YOUR SERVICES”
If business is slow, and the weak economy has you worried,
sign up for my April 8 teleseminar, “Marketing Your Services.”
You’ll get practical, easy-to-implement strategies that can
help you generate more leads and close more sales, even in
today’s marketplace. To register for this live, hour-long
session, click on the link below:
60-SECOND COMMERCIAL FROM FERN DICKEY,
Bob is available on a limited basis for copywriting
of direct mail packages, sales letters, brochures, white papers,
data sheets, 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