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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WORLD’S GREATEST LIVING COPYWRITER REVEALS HIS SECRETS ? YOURS
If Gary Bencivenga is not the world’s greatest
living copywriter (and I suspect he may be,
at times!), he’s certainly among the top five.
Anything Gary says about sales or marketing
is worth paying attention to. And now you
can profit from his wisdom and experience
at no charge, How? By subscribing to
his new FREE e-zine, Bencivenga Bullets.
Just click on the link below:
I know you are overloaded with e-zines
and other online marketing material, but
this is one you MUST read ? a real
diamond among the lumps of coal
in your e-mail in-box.
Every piece of advice is a gem!
Take a second to subscribe now so you
don’t miss even a single issue.
You will thank me later.
A TOOL FOR CALCULATING ONLINE CONVERSION RATES
Online Conversion Teleseminar
(for Excel Beginners!): February 5, 10 AM
Pacific; 1 PM Eastern; 6 PM London
Using a simple spreadsheet, learn to measure how
small changes in the headlines or copy on
your Web sales page can yield big results
in increased sales revenue (i.e. conversion
from visitor to customer). Step-by-step,
Deb Weil and Excel expert Richard Kraneis walk
you through a sample “online conversion”
spreadsheet. Says Deb, “We guarantee that *bingo*
moment when you understand how this
powerful spreadsheet works!” Registration
fee includes: 1-hour teleseminar, e-book,
sample spreadsheets you can customize
and a free audio CD of this live event.
or call +1 919.975.1705 to register by phone.
A UNIQUE IDEA FOR MORE EFFECTIVE NETWORKING
If you want to leave an indelible impression
on somebody, ask for two business cards ? one
for yourself, and one to pass on to somebody else.
You’ll always be remembered as the person
who asked for an extra business card to pass along.
Also, wear a sports jacket with two pockets:
one for the business cards that you collect,
and one to hold your business cards to
hand out to others.
Source: Words from Woody, Winter 2004, p. 2
UPCOMING SPEAKING ENGAGEMENT
I will be giving a talk on “10 Ways to Make
Your Newsletter or E-Zine Indispensable”
at a special meeting of the NYC chapter of NEPA
(Newsletter & Electronics Publishers Association)
on 2/11. Meeting location is Abigael’s,
1407 Broadway, between 38th and 39th Streets.
Your customer/reader is bombarded with
information overload. How do you create
a publication he or she will want to read
and (if you are a newsletter publisher)
even pay for? You’ll get 10 solid
ideas for doing just that.
To register, call NEPA at 800-356-9302
or 703-527-2333, or visit
TO BOOST RETAIL SALES, CHANGE YOUR TUNE
Want to get your retail customers to spend more?
Play classical music in your store.
A recent study found that when restaurants
play classical music, customers order more
expensive dishes. Reason: People associate
classical music with affluence, sophistication,
Source: BottomLine Personal, 2/1/04, p. 13.
A FOOLPROOF WAY TO EVALUATE MARKETING ADVICE
There’s a ton of seminars, conferences, books,
Web sites, articles, and e-zines being published
today about all facets of marketing, both online
or offline. But it’s not easy to determine
which are worthwhile.
Solution: When you read the material
or listen to the program, watch for certain buzzwords.
If material repeats these over and over again ? “branding,”
“image,” “planning,” “strategy,” “vision,” “touch,”
“creative,” “customer experience,” and “awareness” ?
the speaker or author has likely not generated
direct sales for any product or service through
advertising, and his or her advice may be suspect.
On the other hand, if you hear terms like “response,”
“ROI,” “break-even,” “cost per acquisition,”
and “dollars per name,” the speaker or author
is probably a direct marketer who actually
knows how to create advertising that sells,
and may be worth listening to.
Do you agree? Disagree? I’d like to hear
your opinion. E-mail me at firstname.lastname@example.org
CAN YOU HELP ME?
I am going to take one just ONE new
business-to-business marcom client this year.
If you are looking to get clear, persuasive
copywriting … and increased response … to direct mail,
e-mail marketing, landing pages, Web sites,
sales brochures, data sheets, and other marketing
communications, and want to explore how we might
work together to achieve this goal, just
e-mail me at email@example.com. Or call
Fern Dickey at 201-797-8105 today.
This offer is only open to you if you are a
business-to-business marketer ? that is,
you have a product or service you want
to sell to business customers, and not consumers.
4 WAYS TO INCREASE RESPONSE TO MARKET RESEARCH SURVEYS
1. When conducting lengthy surveys, send them
via certified mail. This can increase
response rates by almost 100%.
2. Notify respondents about a week in advance by
postcard or e-mail that they will be receiving
the survey. Such notification increases
the likelihood of response.
3. Surveys sent in the mail should not exceed four
pages for most audiences. Keep questions
under 25 words each so they remain short
and easy to understand.
4. Send a reminder by postcard or e-mail approximately
one or two weeks after the initial survey mailing.
Thank people who have completed the survey
and remind those who have not to do it now.
This will prompt additional recipients to respond.
Source: These tips are reprinted from the booklet
“SPSS Survey Tips” by SSPS, Inc., http://www.spss.com
MY NEW BOOK IS OUT; TELLS HOW TO CRAFT THE PERFECT LETTER
My latest book, “Webster’s New World Letter Writing Handbook,”
has just been published by John Wiley & Sons.
Advertised by the publisher as “your guide to crafting the
perfect letter,” it is available at a hefty discount
on Amazon.com. Just click on the link below to order:
QUOTATION OF THE MONTH
“Good judgment comes from experience;
experience comes from bad judgment.”
A SMART TIP FOR BUSINESS-TO-BUSINESS MARKETERS
If you are a business-to-business marketing
or sales professional, you should immediately
click on the link below and consider joining
the Business Marketing Association (BMA):
Even if you never attend a single meeting
(and you should), the BMA is a treasure trove
of white papers, books, experts, resources,
suppliers, publications, and other
information on business-to-business
sales and marketing.
Having been a member since 1980, I recommend
BMA unconditionally. Membership is ridiculously
under-priced in relation to the benefits you receive.
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