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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its contents. They will thank you. So will I.
DOES IT PAY TO ADVERTISE?
Yes, according to the Ad Council (admittedly not an
objective source), citing the following examples as
proof of advertising’s effectiveness:
** The Smokey the Bear ad campaign — reduced the land
destroyed by forest fires each year from 22 million
acres to 5 million acres.
** The Crash Test Dummies campaign for the U.S.
Department of Transportation — increased seatbelt
usage from 21% to 79% of drivers.
** “Friends don’t let friends drive drunk” … reduced
the percentage of crashes caused by drunk driving from
60% to 45%.
** The “Take a Bite out of Crime” ads featuring crime
dog McGruff — persuaded 20 million Americans to join
** “A Mind is a Terrible Thing to Waste” ad campaign
for the United Negro College Fund … boosted enrollment
of African American students in college from 522,000
to 2.1 million.
Source: Daily News, 9/20/04
GET RICH WRITING AND SELLING SIMPLE INFORMATION
Want to build an Information Empire? Then here’s
the event for you! Fred Gleeck, the consummate
information marketer and author of 10 books on
related topics, is doing a 3-day Boot Camp to
show you how.
Attend this event in New York City, October 15 – 17.
Discover all the inside secrets to building a highly
profitable niche market information business —
regardless of the field you’re in.
From writing books and e-books, to developing
audio and video products, nothing will be left to chance.
This event is held only once a year on the
east coast, and a few spots remain.
Tell Fred I sent you and receive a special gift
worth $77. Go to:
EARN $100 BY SHARING YOUR E-BOOK MARKETING SECRETS!
Although I feel competent in many aspects of
marketing, I’m definitely behind the curve when it
comes to e-book marketing. And now you can earn $100
by helping me catch up!
I’ve just published my first e-book, “Overcoming
Infertility” … a guide to helping infertile couples
It’s a subject near and dear to my heart … since my
wife and I went through the challenges and heartache
of infertility on the way to becoming the parents of
our two boys, Alex and Stephen, now 14 and 11 (how
To help other couples realize their dream of having a
family, as we did, I commissioned health care writer
par excellence Kim Stacey to write “Overcoming
Infertility,” which you can learn more about at:
But when it comes to selling e-books, I’m really a
newbie. So I’m asking for your help.
If you have been successful in marketing e-books on
consumer topics, or have an e-book marketing technique
you think could work really well for “Overcoming
Infertility,” send it to me at email@example.com
The first 5 people to respond, and whose ideas I use
and are successful for me, will each receive $100.
This offer expires October 10, 2004.
NICK USBORNE’S TIP FOR WRITING A GREAT HOME PAGE
“Keep your home page language simple,” advises master
Web copywriter Nick Usborne.
When visitors arrive at your site, they are in a hurry
to find out if you have what they want.
Your copy needs to communicate a great deal, quickly,
and demand very little. In other words, don’t make
your visitors work to find the information they want.
A key element of simple, fast communication is the
simplicity of the language you use. Start your site
with short words, short sentences, and short
paragraphs, advises Nick.
Don’t start with complex ideas or sentences that will
make your readers scratch their heads and pause.
“Win their hearts and minds on the first page, and
you’ll have plenty of time to get into details on the
next levels,” says Nick. “At the beginning, keep it
Note: Nick Usborne is the leading advocate of good
writing on the Web. He is an author, copywriter,
consultant, speaker, and the publisher of the Excess
Voice newsletter for online writers. Read his articles
WANT MORE REFERRALS?
Have you been wishing for more referral business but
aren’t seeing any results? Or do you get an occasional
great referral and wonder how you might be able to
generate a flood of new business using an automatic
referral marketing system?
Either way, I think you should take a good hard look
at a new program called “Referral Flood – How to
generate a flood of new business without spending one
dime on advertising.”
In this program, my colleague, small business
marketing specialist John Jantsch, reveals the
insider’s shortcut to using referral marketing to grow
your business like never before. The program features
over four hours of audio training and 54 real-world
referral marketing examples and systems.
For more information on how you can start a Referral
SUCCESS: WHAT IT IS AND WHAT IT TAKES ….
… is the theme of The Objectivist Center’s Fall
Conference to be held on October 30, 2004, 9:30 AM –
5:30 PM, in New York City.
Objectivism, the philosophy of life founded by Ayn
Rand (author of “Atlas Shrugged”), holds that everyone
should seek success in achieving happiness, building a
productive career, and living a rich, flourishing
life. Speakers at the Objectivist “Success Conference”
include entrepreneur and CEO Charles Silver on
“Essential Principles of Entrepreneurship” and
advertising executive Barbara Lehman on “Living a
Productive Life.” To register, call 1-800-374-1776 or
BOOK OF THE MONTH
My colleague CJ Hayden has written a first-rate book
on selling services called “Get Clients Now: A 28-Day
Marketing Program for Professionals and Consultants.”
It explains all the various sales and marketing
methods that consultants, self-employed professionals,
and small service businesses use to win new clients.
While this information is not new, Hayden weaves it
into a coherent step by step plan for winning business
that I know, from my own experience, works. For more
information and to purchase, click below:
QUOTATION OF THE MONTH
“Direct marketing is based on selling through words,
and good print advertising emphasizes that by giving
the words priority and making them easy to read.
“Forget about clever. Disdain awards given for ads
that are ?different.’ Your purpose as a marketer is to
create sales by communicating strong ideas.”
Source: Early to Rise, 9/18/04
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
22 E. Quackenbush Ave.
Dumont, NJ 07628