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

9/16/2003

SHOULD YOU WRITE YOUR OWN COPY?

Filed under: General — site admin @ 5:20 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.

September, 2003

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You are getting this e-mail because you subscribed
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or book buyers. If you would prefer not to receive
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enter your e-mail address, and hit Unsubscribe.

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SHOULD YOU WRITE YOUR OWN COPY?

My answer may surprise you, but it?s enthusiastically
“yes” ? IF these three conditions exist:

1. You are an excellent copywriter.

2. You enjoy writing copy.

3. You have the time to write copy.

Business owners and marketing managers who fit these
criteria often produce copy that?s better and more
successful than the pros. Why?

They know the product and the market intimately,
because they live with it full-time. Half the battle
in copywriting is really knowing the customer and
the product, so the business owner or manager has
the edge ? IF he can write.

On the other hand, marketers who can’t write, don?t
like to write, or don?t have time to write copy are
better off farming it out to an agency or freelancer.

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INCREASE ?DRY TEST? RESPONSE BY 15%

A “dry test” is a direct mail campaign promoting
a product that doesn?t exist. If the test is successful,
you create the product and fill the orders. You may
have to send a “delay notice” to customers if the
product cannot be made and shipped within 30 days,
letting them know when you will be shipping
and giving them the option of a refund if
they don?t want to wait.

Copywriter Denny Hatch recommends adding this
wording to your dry test DM package: “This offer
is contingent on a sufficient number of orders
being received.” He says that in tests,
using this line actually INCREASED response 15%!

Source: Target marketing, 8/03, p. 84

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CAN “BLOGS” BE USED AS A MARKETING TOOL?

Blogs. They’re not new, but they’re new to me.
If they’re new to you, you’ll want to
know that, according to BLOGGER.com, a blog is:

“A Web page made up of usually short, frequently
updated posts that are arranged chronologically —
like a what’s new page or a journal. The content
and purposes of blogs varies greatly — from links
and commentary about other Web sites, to news about
a company/person/idea.”

A number of recent articles have talked about the
potential of blogs as a marketing tool: If you
can start a blog on your product (or the problem
your product addresses) and generate a lot of
activity on it, the blog can be a great resource
of information on your product, with much higher
credibility than banner ads, promotional e-mails,
and other paid advertising.

To find blogs of interest, click on the link below:

http://directory.google.com/Top/Computers/Internet/On_the_Web/Weblogs/

To create and write your own blog, you can post
in a separate section of your Web site.
You can also find a Web-based tool for
publishing your blog at:

http://www.blogger.com/

http://www.typepad.com/

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NEW TELECONFERENCE REVEALS E-MAIL COPYWRITING SECRETS

I will be the featured presenter for the Newsletter
and Electronic Publishers Association (NEPA)
September 24 Audio Conference, “World?s Best-Kept
E-Mail Copywriting Secrets.” For more information,
visit http://www.newsletters.org. Or call toll-free

800-356-9302.

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PLANTS AS PREMIUMS

Here?s an idea I never thought of: plants as premiums.

According to Debra Ersch, plants have several advantages
that make them great premiums, including low cost,
high perceived value, and wide appeal.

Ersch specializes in selling plants as marketing premiums.
Most items are $3 and under. Give Debra a call at
402-475-5507 and tell her I sent you. She promises
to come up with “an idea that will surprise
and delight your clients.”

You can also email Deb at dersch@alltel.net.
She will be happy to send you fresh ideas for plant
premiums for every season!

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FOR SPEAKERS ? AND THOSE WHO HIRE SPEAKERS — ONLY

Lilly Walters, author of four of the best-selling books
for professional speakers, seminar leaders, and trainers,
has a free e-zine filled with useable information such as:
what is being said about famous speakers in the major media
news … tips to work with speakers bureaus in today’s
economy … and a weekly report of which speaker’s books
are on the best-sellers … plus excerpts and tips from
her how-to books. Sign up and see past issues of this
enews by going to:

http://www.motivational-keynote-speakers.com/enewssubscribe.html

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TIPS FOR WRITING FOR THE HEALTH MARKET

AWAI has a new guide, “Secrets of Writing for
the Health Market,” packed with proven tips on how
to write copy for nutritional supplements, pharmaceuticals,
and other health care products. For a risk-free 30
day trial, click on the link below. Satisfaction
guaranteed or your money back:

http://www.awaionline.com/healthwriters

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WHY EVERY PIECE OF COPY SHOULD BE PROOFREAD?TWICE

The theme of PriceLine?s new radio commercials featuring
Star Trek’s William Shatner is, “Chat with Shat.”

Now, am I the only one who is aware that “Shat”
is the past tense form of the vulgar version
of the verb “defecate”?

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CREATE AND SELL YOUR OWN INFORMATION PRODUCTS

Want to learn how to create and market your own
information products? Here’s your chance. Fred Gleeck,
master product creator and mentor is holding an
event on Sept 12-14 in NYC. BUT, this time it’s
a little different. Anyone who attends pays
only AFTER attending and then they only pay what
they think it was worth. Leave it to master seminar
marketer and innovator Fred Gleeck to set the seminar
world on it’s head by this “put your money where
your mouth is” technique. If you’re interested,
go to http://www.infoproductsseminar.com
Tell him Bob Bly sent you.

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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,
white papers, 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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