Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, and direct marketing.
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***Best typefaces for direct mail sales letters***
Although I’ve covered this in past issues, I keep getting
asked, “What typeface should I use in the body copy of my
The best practice used to be to use a typewriter font,
either Prestige Elite or New Courier.
Today, there is a feeling that with the long history of
desktop publishing, Times Roman is equally effective.
But I like to be safe and use Courier for all my letters.
You should avoid Arial, Verdana, and other sans serif
typefaces for body copy, because they are hard to read.
For headlines, I use Arial Black, and the subhead under the
main headline, Arial.
***The awful truth about Real Simple Syndication (RSS)***
Blogging enthusiasts claim that RSS is bringing blogging to
But according to an article in Fuel newsletter (11/06, p.
2), only 2% of U.S. employees subscribe to RSS feeds.
Reason: Despite its name, Real Simple Syndication really
isn’t all that simple.
Proof: 98 out of 100 people find RSS so intimidating and
confusing, they don’t use it.
***7 tips for being a better panel moderator***
Marketing executive and author Frank Catalano
(www.frankcatalano.com) offers these smart, sensible tips
for doing a great job when moderating a panel at a seminar,
conference, or boot camp:
1. Send your panelists an introductory e-mail outlining
ground rules and basics like time, date, and venue.
2. Ask panelists to define terms that may be unfamiliar or
unclear to your audience.
3. Keep things moving. Make sure the audience gets what
they came for.
4. Ban PowerPoint. It works well for solo presentations,
but not for panels.
5. Prepare a great first question and give it to panelists
in advance, telling them they’ll have 2 minutes each to
6. Control the session. Do not let panelists drone on or
make unchallenged assertions.
7. The audience is there to learn from the panelists, not
you. Do not make yourself the center of attention.
***Get the money you want in just 7 minutes a day***
Respected money expert Jim Guarino provides rock solid
help with an inspiring and refreshing approach in an
easy-to-understand form. His new book, “Get Real Money,”
answers the most common financial question of all — how to
get real money in today’s new economy. And according to Jim,
you can do it in just 7 minutes a day. Jim guides you through
“The Five Master Money Strategies” that he has used to train
over 100,000 business owners, investors, and white collar/blue
collar employees during the past 15 years. “Get Real Money” is
a must-read for any person who wants to gain the advantage of
a second chance at making it happen.
To order, click below now:
***Keep subject lines short and simple***
A study analyzing over 40 million messages found that e-mail
with the most straightforward subject lines has the highest
open rates, ranging between 60% to 87%.
Some of the most effective subject lines included:
“[Company Name] Sales & Marketing Newsletter.”
“Upcoming Events at [Company Name].”
“Invitation from [Company Name].”
Conclusion: when mailing to your e-newsletter subscribers,
open rates increase when you put your company name in the
Reason: these people know you and open e-mail you send.
You are in their e-mail “inner circle” ? the small group of
organizations whose e-mails they routinely open.
Source: Internet Marketing Report, 10/30/06, p. 3.
***Don Nicholas does it again***
If you want to sell information products on the Internet,
you absolutely must read the new special report, “How to
Start and Run an Effective Internet Marketing System,”
by Don Nicholas and his team at the Mequoda Group.
Their new report gives you clear, step-by-step details on
how to set up an easy-to-use, measurable, automated system
for selling books, newsletters, special reports, and other
You’ll master a wealth of proven Internet marketing
techniques, including: rapid conversion landing pages,
organic conversion architecture, e-mail advertising, and
search engine optimization ? all integrated into a system
that reliably and profitably generates traffic, captures
visitor e-mails to build your list, and maximizes
conversion of visits to sales.
For free details, click here now:
***Your 25th year in business: does the customer care?***
Glib marketing speakers talk about how you should always
stress benefits, and never talk about features ? and how
you should always focus on the customer, and never on the
But you and I know this isn’t always true. For instance, the
number of years you’ve been in business is a feature ? a
fact about the company.
Yet prospects care how long you’ve been in business — and
your longevity can help close the sale. Why?
According to a recent NBC poll, more than 70% of Americans
are losing their trust in business.
And as bad as that may sound for most businesses, companies
that have been around a long time, with a track record of
success, “are suddenly at a tremendous advantage,” says
Stephen G. Fossler of Stephen Fossler Company, a printer
specializing in corporate anniversary seals.
“Your years of customer satisfaction act to build trust in
your company and give people a good reason to do business
with you,” Fossler explains.
Source: Stephen Fossler Company, www.fossler.com
***Quotation of the month***
“Don’t waste your time pursuing multiple streams of revenue
if you don’t already have a good primary source of revenue.
Too many people want to do it all, but they do it all poorly
or marginally well.” –Wally Adamchik
Source: Professional Speaker, 11/06, p. 11.
***How to write and edit a must-read newsletter***
“How to Write & Edit a Must-Read Newsletter” is the title of
a new 96-page book by newsletter industry veteran Fred Goss.
Not only does it show you how to take your newsletter
content to the next level, but it covers other topics of
importance to newsletter editors including “work for hire”
and “libel and defamation.”
For details and to order, click below now:
***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
22 E. Quackenbush Ave.
Dumont, NJ 07628