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

4/16/2003

LIFT YOUR DIRECT MAIL RESPONSE WITH “LIFT LETTERS”

Filed under: Newsletter Archive — site admin @ 5:51 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.

April 2, 2003

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You are getting this e-mail because you subscribed to

it on http://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

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e-mail address, and hit Unsubscribe.

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LIFT YOUR DIRECT MAIL RESPONSE WITH “LIFT LETTERS”

The lift letter, also known as a lift note, is the second,

small letter that is sometimes inserted into a direct mail

package along with the main multi-page sales letter. It

often has a headline that reads something like,

“Read this only if you are NOT interested in buying

[name of product].”

The purpose, as its name implies, is to lift response.

But what do you put in a lift note to achieve

that goal?

John Forde suggests 10 possible topics and goals

for lift letters:

1. To counter a key objection.

2. As a place to test your second-best or alternative

headlines.

3. To give readers an extra testimonial.

4. As an endorsement (approved, of course) from an authority

or a celebrity.

5. To emphasize a time deadline on the purchase.

6. To focus on the best aspect of the offer (premiums,

guarantees, discounts).

7. To emphasize long-standing credibility (a formal

letterhead might work well here).

8. To keep the message newsworthy. Let the lift note cover

events that have happened since the initial mailing was written.

9. To underscore the ONE THING that really gives your

product an edge over everyone else.

10. To emphasize track record, unusual and impressive credentials,

or to make the benefits of the most important package

feature especially clear.

Source: The Copywriter’s Roundtable. For a free subscription

to this valuable e-zine, click on the link below:

http://www.agoramail.net/add.cfm?list=crtable

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WRITE COPY THAT BOOSTS YOUR SEARCH ENGINE RANKINGS

Copywriter Heather Lloyd-Martin specializes in writing copy

for search engine optimization. She disagreed with a few of the

tips I reprinted from http://btobonline.com in my last issue.

The tips – and her responses — are as follows:

1. Direct Response Letter (DRL): “Purchase the most effective

domain name (e.g., http://www.divorceonline.com if you

are a divorce lawyer).”

Heather Lloyd-Martin (HML): “This doesn’t really work. Plus,

it encourages people to come up with those terrible domains like

www.make-money-online-with-internet-marketing.com, which are

spammy and are usually downgraded in the engines.”

2. DRL: “Make sure your site uses tags for its title and

description. Search engines use these tags to classify

your site.”

HLM: “This is terribly incorrect. The search engines

key on the content – so that’s what’s important.

The title is also important for positioning and

conversion off the search engine results page.”

3. DRL: “Search engines cannot find flash or frame pages.

Use HTML.”

HLM: “They can, but it’s harder for them. Fast has

indexed Flash for a long time now, but it can be horrid

for usability (and it won’t gain the best rankings).

However, HTML is truly the best bet.”

For more information click on:

http://www.SearchEngineWriting.com

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IN OUR CYBERSPACE SOCIETY, IS READING DEAD?

“For every reader who dies today, a viewer is born,

and we seem to be witnessing the final tipping of a balance.

For critics inclined to alarmism, the shift from a culture

based on the printed word to a culture based on virtual images –

a shift that began with television and is now being completed

with computers – feels apocalyptic. I rue the onset of an

age so anxious that the pleasure of a text becomes

difficult to sustain.”

–Jonathan Franzen, “How to Be Alone”

(Farrar, Straus, and Giroux, 2002)

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“SELLING YOUR SOFTWARE WITH DIRECT MAIL” – YOURS FREE!

Direct mail is an incredibly effective method of generating

leads and orders for software products. Recently, I gave

a well-received talk for the Software and Information Industry

Association (SIIA) outlining the steps required to plan

and implement a successful software direct marketing promotion.

For your FREE copy of “Selling Your Software with Direct Mail”

on audiocassette, call Fern Dickey at (201) 797-8105

or e-mail dickeybf@aol.com and ask for tape #833.

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RADIO INTERVIEW: “BECOME AN INSTANT GURU”

Last month I was the featured guest on “The Inside Success Show.”

The show is hosted by Randy Gilbert, a coach and speaker on the

topic of “proactive success.” Smart guy. Nice, too.

A skilled interviewer, Randy got me to reveal my inside

success secrets for becoming a guru in your field quickly

and easily. You can hear the interview by going to:

http://TheInsideSuccessShow.com/Guests/Bob_Bly.htm

Make sure you bookmark their Web site and sign up for their

newsletter so you can hear the rest of their shows.

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NEW AUDIO CONFERENCE: “GENERATING MORE LEADS IN A TIGHT ECONOMY”

If business is slow, and the weak economy has you worried,

sign up for my April 8 teleseminar, “Generating More Leads in

a Tight Economy.” 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:

https://www.pbconferences.com/service3?ID=-1989440792

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MAKE $100,000 A YEAR AS A FREELANCE COPYWRITER

For years now, freelance copywriters have been asking me —

at writer’s conferences, over the phone, and via e-mail —

questions about how (and whether) they can make

a good living as a full-time freelancer. And you

can get the answers in a new program I’m offering.

In it, I teach you what it takes to succeed as a

freelance copywriter in today’s market.

This goes WAY beyond my book “Secrets of a Freelance Writer.”

This is stuff I’ve never taught or written about before!

For more information, call the American Writers and Artists

Institute (AWAI) at 561-278-5557 or click

on http://www.awaionline.com/jumpstartbb

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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

phone 201-385-1220

fax 201-385-1138

rwbly@bly.com

www.bly.com

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