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

11/30/2006

Do “hard-sell” e-mail subject lines work?

Filed under: Newsletter Archive — site admin @ 2:50 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.

December 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.

Your subscription brings you one regular monthly issue,
usually at the beginning of the month, plus one or two
supplementary messages each week, usually recommendations
for information products on marketing and related topics. I
review each product personally before endorsing them and in
many cases know the authors.

We do not rent or share your name with anybody. 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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***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
sales letter?”

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.

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***The awful truth about Real Simple Syndication (RSS)***

Blogging enthusiasts claim that RSS is bringing blogging to
the masses.

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.

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***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
answer it.

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.

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***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:

http://tinyurl.com/yyrwqh

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***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
subject line.

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.

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***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
content online.

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:

http://tinyurl.com/styc2

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***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
company.

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

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***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.

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***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:

http://rwbly.guru1goss.hop.clickbank.net

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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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11/6/2006

Does print advertising still work?

Filed under: Newsletter Archive — site admin @ 10:47 am

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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.

November 2006

————————————————————

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.

Your subscription brings you one regular monthly issue,
usually at the beginning of the month, plus one or two
supplementary messages each week, usually recommendations
for information products on marketing and related topics. I
review each product personally before endorsing them and in
many cases know the authors.

We do not rent or share your name with anybody. 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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***Success without stress***

What follows is not directly related to marketing, writing,
and the other topics I typically cover in this newsletter
? and it is easy to dismiss advice like this as simplistic
or trivial.

But when copywriter Kim Stacey e-mailed this list to me, I
read it carefully ? and found it to be deceptively
profound and effective.

Here are 10 tips for living less stressfully, from ?Loving
and Leaving the Good Life? by Helen Nearing:

1. Do the best you can, whatever arises.
2. Be at peace with yourself.
3. Find a job you enjoy.
4. Live in simple conditions; get rid of clutter.
5. Contact nature every day; find the earth under your
feet.
6. Take physical exercise.
7. Don’t worry; live one day at a time.
8. Share something every day with someone else; help
someone else somehow.
9. Take time to wonder at the world and at life; see some
humor in life where you can.
10. Be kind.

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***Do print ads work for lead generation?***

Yes, according to research from the Advertising Research
Foundation (ARF).

According to ARF, two out of every three people responding
to ads have real needs.

The rest ?commonly called ?brochure collectors? —
presumably just like sending for sales literature and
collecting free information.

But are ad leads valuable?

Yes. ARF says that one out of every five leads generated by
advertising converts into a sale for the product.

Source: Metalworking Marketer, 10/06, p. 3.

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***Why there are no rules in DM***

Conventional wisdom says, ?Showing a picture of your
premium will lift response.?

But the other day, I spoke with a marketing director who
says he tested this ? and found that showing a picture of
their premium (a free booklet) actually depressed response.

And many years ago, I met a directory publisher who swore
that when he tested removing the 30-day money-back guarantee
from his mailing, it did not depress response one bit.

More proof that no rules are inviolate and the only way to
know what will work for you is to test.

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***10 easy steps to landing lucrative corporate clients***

My friend and colleague Chris Marlow, whom some of you may
know as a marketing coach for freelancers, has just put
elements of her successful self-marketing system into a
Special Report you can get for free. Until now, the only
view into her self-marketing system was held by those who
committed to her coaching program.

Chris’ new Report, “10 Steps to Landing the High-quality,
High-paying Corporate Clients,” can be instantly
downloaded when you sign up for the Freelancer’s Business
Bulletin, an excellent monthly newsletter on landing high
profile clients.

To sign up for the Freelancer’s Business Bulletin and get
your FREE instant download of “10 Steps to Landing the
High-quality, High-paying Corporate Clients,” visit:

http://www.freelancersbusinessbulletin.com/

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***?Bob Bly on copywriting? ? yours free!***

Michael Senoff recently interviewed me for a 2-hour,
wide-ranging discussion on copywriting, marketing,
freelancing, the writing life, and related topics. If you
read and enjoy this e-newsletter, I?m pretty sure you?ll
find this conversation fascinating ? even useful. To hear
it or download a PDF transcript, just click below now:

http://www.hardtofindseminars.com/Copywriting.html#Bob%20Bly

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***3 ways to sell more subscriptions***

1. Use department store pricing — $9.97 instead of $10.

2. Include a ?no? option ? yes/no options help to
eliminate inertia and add credibility to
time-limited offers.

3. Test sweepstakes, stickers, tokens, scratch-offs, and
other such devices ? they may transform a
modest-selling promo into a winning control.

Source: ?More Dos and Don?ts to Help Maximize
Subscriptions,? Subscription Marketing, Vol. 13, No. 4,
p.14.

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***Joke of the month***

A traveling salesmen was driving uphill through a rural area
when he spotted something he?d never been before ? a
three-legged chicken ? running at blazing speed on the
side of the road.

He tried to pull his car closer to get a better view, but
when he did, to his surprise, the chicken put on a burst of
speed ? outpacing the car and disappearing over the top
of the hill.

When the salesman crested the hill, he saw a farmer standing
there with a pitchfork, a barn and farmhouse behind him. He
asked the farmer whether he?d seen the amazing
three-legged chicken.

??Course I have,? said the farmer. ?I breed them!?

When the salesman asked why, the farmer replied: ?Simple.
I like a drumstick ? wife likes a drumstick ? and my boy
likes a drumstick.?

?How do the three-legged chickens taste?? the
salesman asked.

?Dunno,? replied the farmer. ?Never caught one.?

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***Speak, sell, and grow rich***

If you’re a consultant, small business owner, coach,
author, sales person or marketer, one of the quickest and
most efficient ways for you to get a targeted audience
clamoring for your products or services — not to mention
making you an expert in their eyes — is through effective
public speaking.

Now, my good friend Peter “The Humorator” Fogel ? a
successful speaker and stand-up comic — invites you to take
the first step towards public speaking prowess and sign up
for his FREE e-course, ?7 Days to Effective Public
Speaking.?

For more information, click below now:

www.fortune500comedy.com/PublicSpeakingEBook/bly.html

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***Quotation of the month***

??it had been a winter of deadening seriousness, when
all the illusions and bright dreams of my early twenties had
withered and died. I did not yet have the interior resources
to dream new dreams; I was far too busy mourning the death
of the old ones and wondering how I was going to survive
without them. I was sure I could replace them somehow, but
was not sure I could restore their brassy luster or dazzling
impress.? –Pat Conroy, The Prince of Tides (Houghton
Mifflin, 1986)
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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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