Bob Bly?s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, and direct
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***7 ways to get free PR***
?The cleverly expressed opposite of any generally accepted
idea is worth a fortune to somebody,? said F. Scott
But how can you use this principle in your PR to get media
attention? My colleague, marketing expert Marcia Yudkin,
says you can do it by:
1. Taking issue with a survey result.
2. Disagreeing with a common belief or counteract a
3. Championing an underdog.
4. Revealing common misconceptions.
5. Making surprising predictions.
6. Exposing flaws in something assumed to be beneficial.
7. Describing the underside of something popular.
Example: Bob Baker and three colleagues in the music
business collaborated on a press release titled “What’s
Wrong with American Idol?”
Their press release criticized the popular U.S. talent show
for misleading aspiring musicians and the public about what
it takes to succeed in music. Baker’s reward for stirring
up controversy: five radio interviews that highlighted his
status as an expert on careers in music.
Source: Marcia Yudkin, Marketing Minute, 5/3/06.
***Filling seats at your promotional seminars***
Do you market your product and service using seminars?
According to my good friend Paul Karasik, one of the most
effective ways to fill seats at a seminar is with newspaper
advertising. If you decide to run an advertisement, Paul
advises you to follow these guidelines:
1. Run your ad on Sundays and Tuesdays, the best days to
2. Avoid advertising on Friday.
3. Do not advertise the day the grocery ads appear.
4. To save money, advertise in local editions of big
5. Always use a headline in your ad to attract attention.
6. Stress the benefits of the seminar.
7. Make the copy simple and easy to read.
8. Keep your sentences and paragraphs short.
9. Use adequate white space.
10. Include your photo.
11. Employ graphics when possible.
12. Mention anything free, like refreshments or workbooks.
13. Business and finance sections work the best.
14. The front of the section is best.
15. The best page location is the upper right.
16. Multiple exposures increase your response rates.
17. Larger ads get a better response.
18. Include a strong call to action.
19. Identify yourself with a logo.
20. Use a toll free number for registrations.
Source: The Karasik Minute, 5/1/06.
***Free report: Writing for the Web***
My colleague Nick Usborne, one of the top online
copywriters around today, is offering my Direct Response
Letter subscribers a FREE 35-page guide, ?Writing for the
Web: 7 Challenges Every Writer and Copywriter Faces When
Writing for the Web.?
Here?s a sample of the on-target advice Nick gives in this
report: ?You have to understand what it is the majority of
your visitors are trying to achieve on your site.
?For many sites, it is likely that 80% of your visitors
will want to complete one of three or four different tasks.
Identify those three or four tasks and then create very
simple pathways on your site for each of them.?
To claim your free report, and get a free subscription to
Nick?s terrific e-newsletter on online copywriting, ?Excess
Voice,? just click below now:
***Can you send a promotional fax to a stranger?***
Beware of faxing prospects you don?t know and whose names
you pluck out of a directory: it?s illegal, violating
Federal Communications Commission (FCC) guidelines for fax
The FCC only permits you to fax marketing materials to
recipients with whom you have an ?established business
relationship.? For more information, visit:
Source: Memorandum from Counsel, NEPA, 5/06, p. 9.
***Web sites for entrepreneurs***
Looking for an exciting new product or service to market?
Existing products not doing as well as they should be? Are
your competitors eating your lunch? Need a quick
breakthrough or business idea?
With hundreds of excellent prime-positioning,
market-controller, visitor-, sale-, and profit-booster URLs
to choose from, Steve Morsa’s unique and insightful
GetRichSlowly.com may have just what you’re looking for:
***Upcoming speaking engagements***
1–I will be participating in two panel discussions, one on
landing pages and one on Internet marketing, at the
Newsletter & Electronic Publishers Association meeting in
Washington, DC on June 4-5. For details, visit:
2–I?ll be giving my talk ?World?s Best-Kept Copywriting
Secrets? at the July meeting of the National Speakers
Association in Orlando, Florida on 7/23. To register, go to:
3–And I?ll be speaking on a marketing topic to be
determined at the Merit Direct Coop in Stamford, CT on July
13. For details, call 914-368-1000. Or click below now:
***60-second commercial from Fern Dickey, Project
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
22 E. Quackenbush Ave.
Dumont, NJ 07628