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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DICK BENSON’S 10 SECRETS OF SUCCESSFUL DIRECT MAIL
1. A two-time buyer is twice as likely to buy as
a one-time buyer.
2. The addition of installment payments for an item
over $15 will increase results by 15%.
3. “FREE” is a magic word.
4. Memberships renew better than plain subscriptions
by 10% or more.
5. The same product sold at difference prices will result
in the same net income per thousand mailed.
6. Dollar for dollar, premiums are better incentives
than cash discounts.
7. A follow-up mailing dropped two weeks after the
first mailing will pull 50% of the original response.
8. “Department store” pricing always pays except
for membership offers.
9. You can never sell two things at once.
10. Two premiums are frequently better than one.
Source: Dick Benson, “Secrets of Successful Direct Mail”
(NTC Business Books, 1992)
IS SELLING SLEAZY? JUST ASK TED NICHOLAS….
“Selling is often considered a necessary evil.
As I see it, sales is a necessary profession in
any free society. It’s one of the noblest professions.
Indeed, no free market system is possible unless
goods and services are sold effectively.”
This is from “How to Turn Words into Money,”
the latest book by mail order marketing master
In case you haven’t heard of him, you should know
that Ted has generated over $4 billion in revenues
for his clients — as well as the hundreds
of millions of dollars in products if his own
he has sold.
At last, Ted has condensed all of his direct
marketing knowledge into one single
resource: “How to Turn Words into Money.”
It’s an incredible guide that you MUST read.
To order, click on the link below:
I give “How to Turn Words Into Money” my highest
5-star rating. It’s surely one of the best marketing
guides you will find ANYWHERE this year!
QUOTE OF THE MONTH
“Brevity, said Lord Bacon, is the soul of wit,
and conciseness is a virtue I have always admired.
The magic of poetry lies in its power to compress
ideas or emotions into a mere handful of words.
But prose can work the same spell, which is why
Francis Bacon’s aphorism has survived the centuries.”
–Arthur C. Clarke, “Greetings, Carbon-Based Bipeds”
(St. Martin’s, 1999)
MAY I WRITE A LETTER FOR YOU — FOR JUST 6 CENTS EACH?
If you’ve wanted to have me write a letter for you
but were put off by the $2,000 to $10,000 per
letter fee, here’s my deal of the week:
Buy my new book “Webster’s New World Letter Writing
Handbook” at amazon.com for just $11.89 ?
a 30% discount off the list price.
You get more than 300 model letters for any
occasion ? from applying for a job to generating
sales leads ? with complete instructions
(including lists of phrases) for customizing
them to your particular situation.
At the discount price, that comes to about 6 cents
per letter ? the lowest I’ll ever sell a letter
for in this lifetime!
To order, just click on the link below:
WANT TO IMPROVE YOUR COPYWRITING? FALL ASLEEP!
Always schedule completion of copy you are writing
for at least one day before it is due. When you are done,
put it aside, go home, and get a good night’s sleep.
When you come into the office the next day,
read it through one more time, first thing
in the morning, when you are fresh and relaxed,
before the day starts getting busy.
You will be amazed at how many edits and improvements
you can make with this one extra edit ? after
“sleeping on it.”
I’ve always been a big believe of “sleeping on it,”
and a new German study confirms the link between
creativity and problem-solving and adequate sleep.
Their findings: our sleeping brains continue working
on problems that baffle us during the day, and
the right answer may come more easily after
8 hours of sleep.
Source: The Record, 1/22/04
UPCOMING SPEAKING ENGAGEMENTS
For the Washington, DC chapter of the Direct Marketing
Association, I am giving two presentations on May 5:
“The World’s Best-Kept Copywriting Secrets”
and “What’s Working in E-mail Marketing Today.”
For more information, click on the link below:
For the New Jersey chapter of the Business Marketing
Association, I am giving a presentation on May 11:
“What’s Working in Direct Mail Today.”
For more information, click here now:
And on June 3, from 1 to 2 pm EST, I will be giving
a free tele-seminar with PR expert Annie Jennings on
“How To Become A Recognized Expert in Your Field
in 60 Days Or Less” ? based on my book by the same title.
To register, click below:
MASTER THE NEW CHALLENGES OF BUSINESS-TO-BUSINESS
SALES AND MARKETING TODAY
My friend John Coe of the Sales and Marketing Institute
is giving a seminar on “The New Fundamentals
of Business-to-Business Sales and Marketing.”
Business-to-business market sure has changed since
I got my first job as an advertising manager in 1979;
back then it was known as “industrial marketing.”
John has been in this even longer than I have (I think),
and few people on the planet know more than he does
about how to improve results to business-to-business
marketing and sales campaigns.
This full-day seminar will be held in New York City
on May 19, and if my schedule permits, I’ll be
in attendance. For more information, click here now:
GET YOUR FAVORITE VENDORS PAID FASTER
If you are employed by a big corporation and work
with small vendors, you may have had those vendors
complain to you, “It’s hard for us to wait 90 days
like the big boys. Any way you can get our invoice
My friend Bob Lauterborn shares this tip: “Here’s
a ploy I used to use to get the corporation to move
our smaller agencies’ bills, instead of sitting on
them for a month. I had the agency mark the bill
up by 10%, then offer us a 10% discount for
payment within ten days. Worked every time!”
RECENT COPYWRITING PROJECTS (JUST A SAMPLING)
Renewals for Weiss Research and NIBM … product
literature for Standard & Poor’s … e-mail marketing
for Harvard Business School Publishing, Forbes
Newsletters, and 21st Century Investor … direct mail
for Briefings, Eli Research, Hulbert Financial Digest,
HepaLife, and others … brochure and Web site for
Lighthouse Compliance Solutions … newsletter for
Edith Roman Associates …
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