Bly.com Newsletter Archives An archived collection of Bob Bly’s Direct Marketing Newsletter

8/2/2006

Do you make this mistake in English?

Filed under: Newsletter Archive — site admin @ 10:09 pm

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Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, and direct marketing.

August, 2006

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You are getting this e-mail because you subscribed to it on
www.bly.com or because you are one of Bob’s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to
www.bly.com, enter your e-mail address, and hit Unsubscribe.

And feel free to forward this issue to any peers, friends
and associates you think would benefit from its contents.
They will thank you. So will I.

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***Getting your ads past pop-up blockers***

More than half the people online use pop-up blockers. So
they won’t see your pop-up ads. Solution: Try a
“floater” instead.

A floater is a box containing promotional copy that appears
on your Web site and blocks the user’s view of the screen
? just like a pop-up ad. But although floaters look like
pop-up ads, they are actually part of the page, coded
directly into the site in HTML.

Therefore, pop-up blockers have no effect on floaters, and
everyone who comes to your site sees them. Don Nicholas of
the Mequoda Library says online subscriptions to a major
women’s magazine tripled after they placed a floater on
their Web site.

Source: NEPA presentation on landing pages, 6/4/06.

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***The easiest way to produce a company newsletter***

When I started my career in marketing communications with
Westinghouse in the late 1970s, our company “newsletter”
was a humongous magazine that took a ton of time, effort,
and money to produce.

The good news is: customers today don’t have the time or
desire to read lengthy company magazines anymore. So you
can get away with a shorter promotional newsletter, which
saves you labor and cash.

The ultimate refinement of the “short promotional
newsletter” idea is Roger C. Parker’s One-Page
Newsletters – which, as the name implies, are
literally one page (actually an 8 ? X 11″ sheet
printed on both sides).

In his One-Page Newsletters program, Roger gives step-by-step
instructions for writing and designing one-page newsletters
that are interesting, attractive, easy to read, and generate
a tangible ROI on your marketing dollars.

For the details, click below now:

http://tinyurl.com/mffvq

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***Do you make mistakes like this in English?***

An obituary contained this sentence: “Greg Garrison, a
pioneering TV director, worked with stars like Dean Martin,
Jack Benny, and George Burns.”

My friend, top copywriter Don Hauptman, points out that the
use of “like” in this situation is a mistake, because
Mr. Garrison really worked with Dean, Jack, and George –
not just people “like” them.

To fix the sentence, change “stars like” to “stars
including” or “stars such as.”

Source: Don Hauptman, Word Ways, Vol. 38, No. 4.

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***Coping with difficult people***

In her new book, “Stop Pushing Me Around,” Ilise Benun
offers these 5 tips for dealing with difficult people,
especially those who are giving you grief and aggravation:

1. Learn what you can and cannot control in the situation.
Focus on what you can control.

2. Do a lot of listening. Listen for the underlying issue,
for the emotions buried beneath what they are saying.
With difficult people, it’s best to stay as objective
and empathetic as possible.

3. Don’t fight. Instead, look for the openings in their
point of view, where they may be willing to bend. Then
guide them that way.

4. Let them know you are on their side. Many people are
difficult because they feel alone. If you can let them
know you are with them, they may not be quite as
difficult.

5. If they are really difficult, interact only when you
must. Otherwise, stay out of their way.

To order “Stop Pushing Me Around,” click below:

http://tinyurl.com/owapj

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***Can freelance writing make you as rich and successful as
Paul H.?***

My colleague and friend Paul Hollingshead makes $400,000 a
year as a freelance copywriter, leading the good life on his
estate in Vermont.

Whether you want to launch a career as a professional
copywriter or improve your copywriting skills to
promote your own business, I urge you to read an urgent
letter from Paul at:

http://www.thewriterslife.com/ph/bb49

Once you know the secrets behind his letter, you could
double your chances of meeting your targeted response
rate…

OR, be in big demand for your copywriting skills, earning
big money, writing when you want from anywhere in the world
you choose to be.

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***2 simple tricks to improve collections***

1. When sending statements to customers, you should enclose
copies of all unpaid invoices along with the statement.

Reason: customers pay invoices based on product or service
listed on the bill, not date or invoice number.

If a customer does not recognize a charge on a statement, or
does not understand what it is for, he is more likely to
ignore it – rather than pay it or ask you for
clarification.

2. On the first order from a new account, get partial
payment in advance before shipping.

When the check comes in, make a photocopy. This gives you a
record of the customer’s bank account information, in case
you have to collect a judgment against them down the road.

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*** Want to write a book? ***

I have written more than 70 published books, including a
book on how to get a book published. If you want to write a
book and get it published, I urge you to check out Scott
Jeffrey’s new audio program.

I personally know “Dr. X” who was interviewed for this
program and can honestly say there is no one better
qualified to instruct and educate both the novice and
veteran authors who want to be more successful.

This program is absolutely the best chance you have of
writing a book, getting it published, and marketing it
effectively in today’s over-crowded book industry.

http://tinyurl.com/pbaal

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***Quotation of the month***

“There is an Egyptian myth about passing muster, getting
through, being allowed entrance, at Heaven’s Gate.
Arriving there at some far future date, you will be asked
just one question by the God of the Dead: did you have
enthusiasm? If the answer is yes, you’re in. If no – a
hole opens underfoot and you go to hell.” –Ray Bradbury,
“Bradbury Speaks” (William Morrow)

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***60-second commercial from Fern Dickey, Project 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 fern1128@optonline.net.

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Bob Bly
Copywriter/consultant
22 E. Quackenbush Ave.
Dumont, NJ 07628
phone 201-385-1220
fax 201-385-1138
rwbly@bly.com
www.bly.com

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