Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, and direct
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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
–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
–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.
***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,
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***Does e-mail isolate you from other people?***
Yes, the results from a recent survey from Novations Group
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
Source: Training & Development, 9/07, p.17.
***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.
***Retire in 18 months with a $200,000 a year annuity***
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to work another day in your life if you don’t want to?
With a home-based Internet marketing business, you can earn
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selling simple information online.
For more information on my guaranteed Internet Marketing
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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
“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
***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.
***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.”
Source: “How to Sell Anything to Anybody,” Simon & Schuster,
1977, p. 95.
***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:
***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 email@example.com.