Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, and direct marketing.
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
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
***Learn to handle customer complaints***
Next time you get a customer complaint, use the L.E.A.R.N.
formula to resolve it:
1–Listen ? Close your mouth and listen. Do not interrupt. Let
her blow off steam.
2–Empathize ? Put yourself in their shoes. Then let them know
that you understand their feelings.
3–Ask ? Ask them what they would like done.
4–Reassure ? Reassure them that you will do what you can to
resolve the problem.
5–Never forget to follow-up ? Pick a specific date for
resolution or when you will respond, and stick to it.
Source: National Appraisal Consultants,
*** Generate free Web traffic by writing online articles***
One of the best ways to get free exposure for your copywriting
business is e-zine articles. Even if you don’t publish an e-zine
of your own, you can get your articles published in others.
The beauty of it is these articles have links back to your Web
site, bringing you boatloads of targeted traffic. And, online
publishers run them for free. You don’t pay for advertising ?
your cost is zero cents per click!
Now you can discover the secrets of writing e-zine articles that
work for you like a dedicated 24/7 salesman though the
home-study course “Article Secrets Revealed” by Lisa Sparks.
It’s filled with specific, step-by-step instructions on how to
profit from writing and distributing online articles. I found it
extremely useful, even though I’m fairly experienced and having
written hundreds of articles.
For more information or to order, click below:
***How to back up sales arguments with statistics***
The great thing about statistics is that, no matter what the
statistic is, you can manipulate it to prove the point you want
to make in your copy.
Example: Harry & David say “not one person in a thousand has
ever tasted our Royal Riviera pears.”
This conveys the impression that you are buying a rare and
exotic fruit. But another way to interpret the statistic is that
hardly anyone orders these pears!
McDonald’s always took the opposite approach: “More than XX
billion sold!” The implication is that it must be a good burger,
because everyone eats them. The same logic is used in book
advertising: “New York Times best-seller!”
***Free e-zine on white paper marketing***
Want to learn about white paper writing and marketing? My friend
and colleague Michael Stelzner is one of the leading experts on
writing and marketing white papers. He has an excellent monthly
newsletter that I strongly suggest you subscribe to. Michael
has agreed to provide a sample chapter from his new book to
everyone who subscribes this week. Go to:
***Tips for using numbers in your copy***
When you want to make a number seem large, use the biggest unit
of measure available to describe it ? e.g., “a quarter of a
century” sounds like a longer time than 25 years.
Conversely, when you want to make a number seem smaller, use the
smallest unit of measure to describe it ? e.g., “takes just 60
minutes” sounds faster than “takes an hour.”
***Are you missing the opportunity to upsell online?***
A common mistake in Internet marketing is not attempting to
upsell buyers during their online purchase transactions.
Example: I have an e-book “The World’s Best-Kept Copywriting
Secrets” that sells for $39.
It sold so well, I released a sequel, Volume II, also priced at
On the landing page for Volume II, I added a P.P.S. allowing the
reader to buy both volumes together at a bundled price of $55, a
savings of $23 off the list price of $78.
Result: more than half the buyers took both volumes at the
bundled price, and 62.5% of the revenues were generated by the
To see how this works, take a look at the P.P.S. in this letter,
and click on the Order button to see how we handle it in our
***5 secrets to success***
1. How you think is everything. Always be positive. Think
success, not failure. Beware of a negative environment.
2. Decide upon your true dreams and goals. Write down your
specific goals and develop a plan to reach them.
3. Take action. Goals are nothing without action. Don’t be
afraid to get started. Just do it.
4. Never stop learning. Go back to school or read books. Get
training and acquire skills.
5. Be persistent and work hard. Success is a marathon, not a
sprint. Never give up.
Source: Investor’s Business Daily, 7/24/07, p. 8.
***Quotation of the month***
“Time is the most precious commodity. Time is more valuable than
money. How effectively you manage your time will have far more
impact on your success than any amount of money.”
Source: Selling Power, 5/07, p. 61.
***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 firstname.lastname@example.org.
22 E. Quackenbush Ave.
Dumont, NJ 07628