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

10/31/2007

What to charge for online copywriting

Filed under: Newsletter Archive — site admin @ 11:21 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.

November, 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. These are typically either free tips or
personal recommendations for information products on marketing
or related topics. I review products before recommending 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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***What to charge for online copywriting***

“Estimating print is not difficult,” says copywriter Charles
Moore. “Obviously the web is an entirely different animal.”

He offers the following suggestions for pricing online
copywriting assignments:

–Site maps are needed before copy/content estimates can be
formulated. Essentially, you want as many site specifications as
you can possibly get before you start estimating.

–Establish the number of new pages needing original copy, and
the number of pages requiring editing of existing copy/content.
These will be estimated at different hourly rates.

–Be wary of non-copy-related tasks. For example, clients may
ask you for site architecture improvements. You can either
charge separately for this or set a limit with the client on how
much time you’ll spend on tasks that don’t directly relate to
copy.

–Unlike printed materials, web sites can be modified at any
time. Your quotes should specify: “Estimate subject to revision
as project parameters change” — a good idea on any project.

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***5 secrets of successful high-tech marketing***

The tech marketing experts at Tatum Marketing have just
published a new special report, “5 Top Strategies of Successful
Technology Marketing.” Covers demand generation, lead nurturing,
testing, and other techniques proven to increase marketing
response by 80% or more. To download a FREE copy immediately,
click below now:

http://www.tatummarketing.com/5strategiesbly

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***Does e-mail isolate you from other people?***

Yes, the results from a recent survey from Novations Group
imply.

Too much reliance on e-mail ? and having little face-to-face
time with employees ? was the #1 reason, cited by 35% of HR
executives who were asked, “Why does senior management have a
hard time connecting with employees?”

Action step: Don’t hide behind your PC. Pick up the phone and
talk with your clients. Take your key vendors or team out to
lunch.

Source: Training & Development, 9/07, p.17.

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***What’s working in e-zine subject lines***

“Why do you change your subject line with each issue of your
e-zine?” a subscriber asked me the other day. “Shouldn’t the
subject line just be name and date of the issue? Otherwise,
won’t readers get confused?”

No, because the “from” line already tells them who’s sending it.
So your subject line doesn’t need to repeat that information.

You need a strong and intriguing subject line to catch interest,
because your subscribers are inundated with e-mail.

“October Newsletter may be in fact what you’re sending,” writes
Clint Smith in B-to-B. “But readers need something catchier to
know just what makes October so great.”

Source: Smith, Clint, “10 Things to Avoid in B-to-B
E-Newsletters,” BtoB’s E-Mail Marketing Insight Guide, p. 34.

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***Retire in 18 months with a $200,000 a year annuity***

How would you like to retire in 18 to 24 months ? and never have
to work another day in your life if you don’t want to?

With a home-based Internet marketing business, you can earn
$250,000 a year “working” only 2-3 hours a week — writing and
selling simple information online.

For more information on my guaranteed Internet Marketing
Retirement Plan, click below now:

http://www.theinternetmarketingretirementplan.com

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***It’s not what you say; it’s how you say it***

Direct marketing consultant Gary Hennerberg is a master at
boosting response rates through proper usage of semantics.

He’s famous for increasing sales of a mail order bakery 60% by
changing the name of their product from “fruitcake” to “native
Texas pecan cake.”

He’s also worked the same magic in insurance, by calling his
client’s product “financial protection” instead of “life
insurance.”

“No one wants to buy life insurance,” says Gary. “But they seem
to warm up to ‘financial protection.’ So that’s what I call it.”

Source: Gary Hennerberg, www.hennerberg.com

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***How to prevent typos in your copy***

According to an article in Customer Service Advantage (10/5/07,
p. 4), spell-check fails to catch 7 out of 10 errors.

Therefore, you have to proofread your copy carefully. But that’s
difficult to do if you’ve already read the copy multiple times,
because your mind skips many words.

Solution: proofread your copy backward.

Why it works: the copy loses all meaning when read backward,
forcing you to notice each word more.

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***Quotation of the month***

“To me, a high-pressure salesman tries to make people buy. I
*let* them buy. I believe one of the most important determining
factors of a sale is: does the prospect like, trust, and believe
me. If I fail to develop these attitudes in a prospect, chances
are I’ve also failed to make a sale.”
–Joe Girard

Source: “How to Sell Anything to Anybody,” Simon & Schuster,
1977, p. 95.

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***New “do it yourself” guide to copywriting***

Problem: small business owners need copy that sells. But when
they write their own copy ? or hire affordable newbie
copywriters ? they don?t get the results they want.

Sure, they could hire a top copy pro. But they can’t really
afford it. And there’s no guarantee the copy will work, so they
could be out thousands of dollars they can’t afford to lose.

Solution: in her new book, “Copywriting 101,” Allison Nazarian
teaches the craft of copywriting to small business owners,
entrepreneurs, coaches, and consultants who want or need to
write their own copy.

Why it works: as the business owner, what you lack in
copywriting skill and experience you make up for, in part, by
superior knowledge of your market and your product. With
Allison’s guidance, patience, and time, you can learn to write
sales copy that will get the job done.

For more information or to order, click here:

http://www.profcs.com/app/?Clk=2150165

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***60-second commercial from Fern Dickey, Project Manager***

Bob Bly is available on a limited basis for copywriting of
direct mail, landing pages, and other promotions. 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 fern@bly.com.

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10/4/2007

How to handle rush jobs

Filed under: Newsletter Archive — site admin @ 11:18 am

——————————————————————–

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

October, 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. These are typically either free tips or
personal recommendations for information products on marketing
or related topics. I review products before recommending 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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***Lessons from Wal-Mart***

With annual revenues of over $312 billion, Wal-Mart must be
doing something right.

Here are 3 rules for success formulated by founder Sam Walton:

1?Commit to your business. You have to believe in it more than
anybody else. You have to have passion. Love your work and do it
the best you can every day.

2?Exceed your customers’ expectations. Give them what they want.
Then give them a little more.

3?Control your expenses better than your competition. You can
survive a lot of mistakes if you’re efficient.

Source: “Words from Woody,” Fall 2007, p.1.

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***Free tele-seminar***

The Information Marketing Association selected my little
Internet marketing business as one of 30 companies to profile in
their new book, “The Official Guide to Information Marketing,”
coauthored by Dan Kennedy, Bill Glazer, and Robert Skrob.

As a special bonus for my subscribers, Robert Skrob and I will
discuss why they chose CTC Publishing to profile ? giving you an
inside peak into how I went from zero online revenues to $4,500
a week in just 6 months ? working only 27 minutes a week.

Of course, it’s not all about me. We’ll also discuss other
info-marketers and how the business helps so many people get the
detailed how-to information they need:

Topic: Easy Steps to Building an Info-Marketing Business

Date: October 16, 2007

Time: 2:00 PM, Eastern/11:00 AM, Pacific

Call Info: Dial 512-597-6012 and enter pass code 726012#

Cost: Not a dime of your money and just an hour or so of your
time.

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***Free e-zine gives tips for clear writing***

My friend, Gary Blake, has a monthly newsletter that you should
know about.

It’s called “Gary Blake’s Claims Writer’s Letter” … and although
it is aimed at helping improve writing throughout the insurance
industry, it can give any writer many valuable tips about
improving your writing in general.

Gary is my co-author on 10 books, including The Elements of
Business Writing and The Elements of Technical Writing, both
published by Pearson Education. His firm, The Communication
Workshop, offers on-site business and technical writing seminars
throughout North America.

To claim your free subscription, click below now:

http://www.writingworkshop.com/newslettersignup.htm

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***Learn from the man who taught me direct response
copywriting***

In their September 2007 issue of Target Marketing, copywriter
Denny Hatch wrote a full-page review of the new e-book I edited,
“Milt Pierce’s Marketing Success Secrets.”

As Denny points out in his review, Milt Piece is a legendary
copywriter. He is perhaps best known for his “33 ways to save
time and money” letter, which was an unbeaten control for Good
Housekeeping for an unprecedented 25 years.

I took Milt’s copywriting course at New York University in the
early 1980s. The new e-book is a collection of Milt’s best
articles and sales letters ? including the full text of the Good
Housekeeping control.

“You will find dozens of useful ideas in ‘Milt Pierce’s
Marketing Success Secrets’ as well as have a very enjoyable
read,” says Denny. “At just $39, it’s a bargain.”

For more information or to order, click here now:

http://www.miltsmarketingsecrets.com

Source: “The Wisdom of Milt Pierce,” by Denny Hatch, Target
Marketing, 9/07, p. 66

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***How to deal with unreasonably tight requests for rush jobs on
copy***

“When clients push me for rush delivery, I say, ‘What do you
want me to do? Change my business card to read: Copywriting
While You Wait?'” says copywriter Ivan Levison. “This always
gets a laugh.”

It also signals to the client, in a friendly and humorous —
rather than an adversarial — way that his request is not
reasonable … and he should give you more time.

Source: Ivan Levison, http://www.levison.com

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***My last AWAI Boot Camp ever***

With the exception of one commitment already made to speak next
year, I am ending my public speaking career this year to focus
full-time on copywriting and Internet marketing.

One of my final speaking engagements will be at the AWAI Boot
Camp “Fast Track to Copywriting Success” in Delray Beach, FL
from October 10-13, 2007.

The event is nearly full, and AWAI has room for 10 more
attendees. To register before these slots are gone, click below
now:

http://www.awaionline.com/blybootcamp/

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***Avoid this mistake in financial copywriting***

A financial promotion I read recently said: “This stock is going
to triple ? giving us a 300% gain!”

Only problem is: triple isn’t equal to 300%. It’s 200%.

To calculate the correct percentage, take the multiple, subtract
1, multiply by 100, and that is your gain.

Example: the stock triples, so the multiple is 3. Therefore, 3 ?
1 = 2 X 100 gives us the answer: the stock tripling equals a
200% gain.

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***Why Madison Avenue ad agencies suck at selling***

A few years ago, superstar direct response copywriter Richard
Armstrong gave a speech explaining, once and for all, why direct
marketing is better than general, brand, or image advertising.

Even if you completely disagree with him, I think you’ll enjoy
hearing his speech. You can listen to it as an MP3 file by
clicking here now:

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***Don’t be an “affiliate pest”***

An “affiliate pest” is a newbie Internet marketer who thinks she
can convince a bigger Internet marketer to promote her product
as an affiliate by constantly calling, e-mailing, and otherwise
pestering him to get a commitment.

It’s OK to query and to follow-up in a reasonable manner. But
not every day. Even more important: don’t write a huffy e-mail
complaining “I haven’t heard from you” to the person you’re
trying to recruit as an affiliate.

Yes, all the big and even the medium-size (like me) Internet
marketers today are inundated with requests from people who want
us to promote their products to our lists.

But that means we’re busy. We have many other projects going. So
we can’t respond to requests for joint ventures as quickly as we
like.

Acknowledge this, and you have a chance. Pressure us, and we’ll
avoid you like the plague.

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***Quotation of the month***

“Marketing on the Web is not about generic banner ads designed
to trick people with neon color or wacky movement. It is about
understanding the keywords and phrases that our buyers are using
and then deploying micro-campaigns to drive buyers to pages
replete with the content they seek. Great content brands an
organization as a trusted resource and calls people to action.”
–David Meerman Scott

Source: “The New Rules of Marketing and PR” (John Wiley & Sons),
p. 20.

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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 me 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 fern@bly.com.

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Bob Bly
Copywriter
22 E. Quackenbush Avenue
Dumont, NJ 07628
phone 201-385-1220
fax 201-385-1138
www.bly.com

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