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

5/30/2007

Is “benefit selling” obsolete?

Filed under: Newsletter Archive — site admin @ 11:12 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.

June 2007

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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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***Get famous on other people’s blogs***

A marketing consultant told members of a rock band to shout
to their audience at concerts: “Take a picture of us with
your digital camera; when you get home, blog about us, and
put our picture on your blog!”

As a result, the band gained fame ? and boosted CD sales ?
through blogging. And they didn’t even have their own blog!

Source: Simplify Your Life, 10/06, p. 10.

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***Do you talk too much?***

“If, in any conversation you’re speaking more than 60% of
the time, you’re talking too much,” says career coach Marty
Nemko.

Rule of thumb: you have twice as many ears as you have
mouths, so you should listen twice as much as you talk.
Ideally, in any conversation, you should talk no more than
30% to 40% of the time.

This is especially true in business and sales situations,
where listening is vital.

Source: Kiplinger’s Personal Finance, 4/07, p. 90.

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***Do benefits sell?***

Is “benefit selling” obsolete, or does it still work in
today’s market? Indeed it does, says Doug Hall, CEO of
Eureka Ranch, who gained brief notoriety as the “mean”
judge on a reality TV show for aspiring inventors.

According to Hall, of 901 new products and services studied
over a 5-year period, the survival rate for those whose
marketing communicated specific benefits was 38% vs. only a
13% survival rate for goods whose benefits were less
clear.

Conclusion: stressing clear benefits increases your
product’s chance of success more than threefold.

Source: BusinessWeek SmallBiz, 5/07, p. 36.

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***Get listed in Who’s Who***

For over a century, inclusion in “Who’s Who” directories
has been recognized as a singular mark of success and
distinction.

But what not one person in a thousand realizes is that
there are dozens of different version’s of “Who’s Who” out
there.

Some of these directories are highly selective … and
accept new candidates strictly by “invitation only.”

Others are far less restrictive ? and openly invite you to
nominate yourself for inclusion.

But most people … including your prospects … don’t know
one “Who’s Who” from another.

To the public, all “Who’s Who” directories are equally
prestigious.

And being listed in any of them immediately distinguishes
you as someone at the top of your field, industry, or
profession.

So what are you waiting for?

It’s high time YOU were in “Who’s Who,” right next to some
of the richest ? and most successful ? men and women in
the country.

To get started … and discover how you can gain the
prestige and honor of being listed in a “Who’s Who”
directory this year … just click here:

http://www.getlistedinwhoswho.com

Caution: many Who’s Who directories will call to notify you
of your selection ? and then ask you for a credit card to
lock in your inclusion.

Is it worth it? Early in your career, maybe: it’s still an
impressive credential to many.

Once you’re established, don’t pay it.

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***Referral marketing online***

Marketing expert Shel Horowitz built his successful
consulting business largely through word-of-mouth
advertising on Internet discussion groups.

Here’s how it works: when Shel gets a client from one of
his Internet discussion groups, he asks the satisfied
client ? in private, after completion of a successful project —
whether they’d be willing to post a comment about how happy
they were on the list.

“It didn’t take long for these testimonials to bring in a
steady stream of work, as well as referrals from list
members, whether or not they’d used my services,” says Shel.
“The direct and indirect leads I’ve gotten from discussion
groups exceed those from my Web site, speaking, and media
exposure combined.”

For more information on Shel:

http://www.frugalmarketing.com

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***Do you want to write a book?***

Over 80% of people plan to write a book. And more than six
million of them have already written a manuscript.

Admittedly there are dozens of companies who will take your
money and publish your book. But how do you get a
legitimate publisher to pay you for your book, and not the
other way around?

Former book acquisitions editor Terry Whalin says editors
and publishers don’t read manuscripts. They read book
proposals.

In his book “Book Proposals That Sell: 21 Secrets to Speed
Your Success,” Terry shows you how to achieve your
dream of becoming a published author.

I’ve sold more than 70 books to traditional publishers, and
I can say without reservation that Terry’s book is
accurate, useful, even entertaining. For more information
or to order, click below:

http://tinyurl.com/23mydp

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***Recommended vendor for: e-book cover design***

When you are looking for e-book and book covers that sell
your books, contact my friend Andrew Linick at CCA,
phone 631-924-3888, e-mail cca4dmcopy@att.net.

I’ve just started using CCA for my own e-book covers and
interior design, and their work is spectacular, A+. You’ll
get 3 to 5 outstanding four-color covers to choose from
which will greatly increase your odds of producing a
best-seller. To see samples of their work, visit
http://www.NewWorldPressBooks.com and
http://www.linick.net.

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***Quotation of the month***

“Find something you enjoy doing, and do it. If you are
happy at work, you will have found the secret to
contentment in life. You will find yourself happier at home,
you will be more productive at work, and your career
will mean something.”
–Stan Sebastian

Source: Sebastian, Stan, “Succeed in the Workplace,”
Chemical Engineering Progress, 1/07, p. 53.

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***Bob Bly’s last-ever speaking engagement***

I am “retiring” from public speaking (but not from
copywriting!), so here’s your last chance to attend a live
public seminar with me.

I will be on a panel at the SIPA conference in Washington
DC on June 5 talking about how to write e-mail marketing
messages that generate higher click-through rates and
conversions. For details, click below now:

http://www.sipaonline.com/Events/Annual/2007/index.htm

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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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5/1/2007

Does your Web site have typos?

Filed under: Newsletter Archive — site admin @ 12:44 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.

May 2007

———————————————————–

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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***Ignore this rule of good writing when writing copy***

English composition and business writing instructors pound
into students that good writing is nouns and verbs.

“Slash adjectives,” they insist. “Adjectives make writing
weak and flabby.”

But copywriters know that judicious use of specific
adjectives make copy stronger.

Which of these sounds better to you: “cockpit” or
“climate-controlled cockpit” … “LCD display” or
“easy-to-read LCD display” … “gasoline” or “lead-free
gasoline”?

Why? Because adjectives communicate additional selling
points. They talk about your subject in a more specific
way. And specifics sell.

My friend, professional comic Fran Capo, first pointed this
out to me in a lesson on comedy writing.

Don’t say in a joke “he spits like a baseball player,” she
told me. Say “he spits like a Major-League baseball
player.”

Specifics resonate with listeners and readers. When copy
resonates, it gets attention, gets read, and gets its
selling points across.

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***Is your Web site full of typos?***

Have a copy editor review every page on your site, and
check every link, ideally once a month ? or at least once a
quarter.

Typos and bad links hurt credibility more than most IT pros
suspect, studies show. So double check their work.

Source: The Marketing Report, 2/12/07, p. 6.

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***Viral marketing with downloadable ring tones***

Do you sell equipment or other products that make a
distinctive sound?

Or is there a sound that relates to your brand (e.g.,
buzzing bees for a Web site selling honey)?

If so, record a sound file and post it on your company Web
site to boost traffic.

Let prospects download the file for their cell phone ring
tones or just to listen.

Source: The Marketing Report, 4/9/07, p. 4.

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***May I include you in my next book?***

For a book I am writing on how to get your customers to do
your marketing for you, I need examples of successful case
history, testimonial, referral, or word of mouth marketing
campaigns. Ideally, I’d like to see a PDF of the promotion
and any results you can share. You will get full credit, of
course. E-mail your reply to me at rwbly@bly.com.

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***Making banner ads work***

Barry Cohen, of AdLab Media Communications, says that on
average only 2% of all Internet users actually read banner
ads, and that only 0.3% actually click through.

“That said, you better reach at least 100,000 users a month
to see any kind of response,” says Cohen.

The site the banner ad links to must download in 8 seconds
or less. “If it takes longer than that, you’ve lost people,” he notes.

Source: Cohen, Barry, “10 Ways to Screw Up an Ad Campaign”
(Adams Media, 2006), p. 178.

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***Upcoming speaking engagements***

On May 8, I’ll be giving a talk on “Marketing with White
Papers” at a meeting of the NJ chapter of the Business
Marketing Association. For more information or to register,
call Ann Fody at 866-203-7830 (enter pin 8418 at prompt) or
e-mail:

reservations@bma-nj.org.

I’ll be giving a half-day presentation on “How to Write a
Nonfiction Book and Sell It to a Major NYC Publisher for a
$10,000 to $50,000 Advance” at the Fred Gleeck Publishing
Seminar on 5/29. Click below for details and to sign up:

http:/www.publishingseminar.com

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***Do branding and direct marketing mix??

No, according to consultant Russell Kern, who says that as
brand content increases, response rates decline.

His findings: when copy content in direct response
promotions shifts from 90% offer and 10% brand messaging,
to 90% branding and only 10% offer, decreased response
rates cause the cost per sale to increase, on average,
tenfold or more.

Conclusion: when you want to maximize ROI on direct
marketing, sell your offer, not your brand.

Source: Target Marketing, 4/07, p. 19.

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***Get paid to travel***

Imagine sliding out of bed and knowing your “work” for the
day is to scuba dive along the Great Barrier Reef …
mountain climb in the Andes … or Kayak around the most
remote of the San Juan Islands.

Here’s the opportunity you’ve been looking for! Get the
details and your free report at:

http://www.thetravelwriterslife.com/sh/49

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***Estimating direct mail response with “doubling day”***

“Doubling day” is the day on which you will have received
approximately half the total replies you are going to get
to your direct mail piece.

Doubling day takes place approximately 3 weeks after you
receive your first reply ? NOT 3 weeks after you drop your
mailing.

Therefore, if 3 weeks after the replies started coming in,
you have a 1% response, you can predict a total response of
2% for the mailing.

Source: Dobkin, Jeffrey, “Uncommon Marketing Techniques”
(Danielle Adams Publishing, 1998), p. 194.

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***Quotation of the month***

“The man who is certain he is right is almost sure to be
wrong; and he has the additional misfortune of invariably
remaining so.”
–Michael Faraday

Source: “The Electrical Life of Michael Faraday” by Alan
Hirshfeld (Walker & Company, 2006, p. 78).

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***Freelance White Paper Writers Share Pricing and
Standards***

The industry’s only major study of white papers revealed a
dramatic increase in the prices freelancers charge for
white papers. Almost 600 writers were surveyed. The
results provide tremendous insight into how white papers
are written, structured, distributed and billed.
“Freelancers looking for more income need to turn to white
papers in 2007, according to our findings,” said Michael
Stelzner, author of the report and founder of
WhitePaperSource. Check out the report by visiting:

http://www.whitepapersource.com/cmd.php?af=346287

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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.

———————————————————–

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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