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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WANT A FREE “BAIT PIECE” COURTESY OF UNCLE SAM?
In past issues, I’ve recommended that you have a
“bait piece” ? a special report, white paper, or
other informational premium you give away
to generate leads for your product or service.
But many marketers don’t produce info premiums
because of the research and writing work involved.
An easy way to get around this is to visit the
U.S. government’s Federal Citizen Information Center
(FCIC) online. There are loads of how-to and information
booklets on a wide range of topics such as money,
health, travel, housing, nutrition, computers,
small business, and more.
If you find one that would make a good info premium
for your business, you can print or download the
text, put your own cover on it, print copies,
and use it as your own freebie ? without
paying Uncle Sam a dime!
How? Most of these publications are not copyrighted,
so the U.S. government allows you to use them for
your own purposes (they do appreciate if
you credit them as the source).
To see whether FCIC has a booklet you can use
as a bait piece, go to their Web site:
Warning: Be sure to check the publication for
copyright notices. If the booklet you selected
is copyrighted, then you can’t use it.
THE ONE NEW YEAR’S RESOLUTION EVERY MARKETER SHOULD MAKE
If you do one thing every single day to promote yourself,
* fill your pipeline with new business leads.
* have more business than you can handle
* get your cash register ringing
* make more money in 2004 than ever before.
If that sounds good to you, but you need a
push to make it happen, I recommend you check
out Ilise Benun’s Marketing Mentor program at:
Not only will Ilise tell you what you need to do
to promote yourself effectively. She’ll also make
sure you do it, too!
SALES TIP OF THE MONTH
When a customer comes into your store or showroom,
don’t ask, “Can I help you?”
Reason: You never want to ask a question to which
the answer can be “no.” The almost automatic response
to “Can I help you?” is “No, I’m just
looking” — a reply designed to ward off sales pressure.
Instead, ask customers: “What brings you into
our store [showroom] today?” or “How can I help you?”
The normal response is for them to tell you what
they are looking for, which is what you wanted
in the first place.
Source: David Martin, sales trainer.
THE NEXT BIG THING IN MAKING MONEY ONLINE
E-books were the last big thing in making money online;
the next big thing is “subscription Web sites,”
also known as “membership sites.”
This is where you build a Web site containing valuable
content that people pay to access on a daily,
weekly, monthly, or annual subscription basis.
Of course, as with everything else in the universe,
there is now a trade association for people who
run or want to launch subscription Web sites:
the Subscription Website Publishers Association
They sent me a review copy of their latest
book, “An Insider’s Guide to Publishing Membership
Web Sites,” and I highly recommend it for anyone
interested in marketing information online.
The book includes an overview of the five most
profitable subscription Web site business models,
how to find an ideal site topic, the two most important
factors in subscription Web site success, best
pricing schemes for subscriptions, most effective
ways to drive traffic, free vs. fee content,
how to create superior value for your subscribers,
and much more. To order a copy, click on the link below:
THREE WAYS TO OPTIMIZE SEARCH ENGINE PLACEMENT
1. Include your best key words and phrases
in the opening paragraph of each article you submit
to ePublishers and top Web sites.
Search engines pick these up and you get
higher in the top search engines. Expand your
keywords through visiting www.goodkeywords.com.
When you are in the top 10, many more people will
visit your Web site. That eventually translates
2. Include your best key words in your title
bar just below your banner on your home page.
For instance, “Book writing, book publishing,
and book marketing.” Apply this idea to your
service or products. The search engines
look for your key words here.
3. Include various key words at the top of your
home page in headlines, and on all other
important pages. From the links (navigational bars)
such as “teleclasses,” “seminars,”
“coaching information,” or “media page,”
your visitor will click to your sales
information for each topic. At the top will
be your headline loaded with appropriate key words.
Source: Judy Cullins, http://www.bookcoaching.com/teleclasses.shtml,
BOOK OF THE MONTH
A great way to start the New Year is to read,
as I did, Eric Aronson’s new book, “DASH”
“On your tombstone there will be two dates,”
writes the author. “The date you were born
and the date you died. That little, insignificant
line between those two dates ? that dash ? is your life.”
DASH is a self-help system; it stands for
Determination, Attitude, Success, and Happiness.
These ideas are not new, but Aronson’s book
communicates these principles with a sincerity,
enthusiasm, and degree of practicality and
applicability most other books in this genre lack.
I highly recommend you make it a New Year’s
resolution to buy and read DASH this month. To order,
visit Aronson’s Web site:
WANT TO MAKE A QUICK $50?
If you have a copy of my out-of-print book
“Ads That Sell” (published by Asher Gallant)
and are willing to part with it, I will give
you $50 for it, any condition as long as the pages
are not falling out. E-mail me at firstname.lastname@example.org
MAY I FEATURE YOU IN MY NEXT BOOK?
For a new book I am writing, I’m interested
in hearing about successful marketing campaigns
that involve giving away a free information
premium such as a free white paper, CD-ROM, booklet,
newsletter, e-zine, or special report.
I’d like to see the promotion that generated the lead,
the PDF of the white paper or other freebie you
gave away, and the results, if possible.
If I use your material, you will receive full credit,
of course. You can e-mail me at email@example.com
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 firstname.lastname@example.org
22 E. Quackenbush Ave.
Dumont, NJ 07628