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

4/7/2008

Get online buyers to push your buttons

Filed under: Newsletter Archive — site admin @ 11:13 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.

April, 2008

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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
the bottom of this message and click on “SafeUnsubscribe”.

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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Imagine Getting Paid to Read Books You Would Want to Read for Free Anyway:

www.bookreviewprofits.com

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***Make online buyers push your buttons***

A common mistake in designing landing pages is to use an
underlined word or phrase as the hyperlink to the order page.

Much more effective is to design the hyperlink as an order
button. To increase response, says online marketing guru Amy
Africa, use big buttons. She recommends telling your designer to
triple whatever they think is big.

Color makes a difference. The Mequoda group reports a split test
where the only variable on the landing page was the order button
color. Red was the control, which was tested against green,
yellow, and ochre. The winner? Ochre, generating 27% higher
conversion rates than red.

Source: Thinking Inside the Box, 2/8/08; Mequoda Group.

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***Get your e-mails past spam filters***

In your HTML e-mails, don’t use “http://” in your linked text if
the underlying URL is different, because it trigger a scam alert
from the recipient’s spam filter.

Example: If the text is “http://www.cheapovens.com” and the link
under the text is also “http://www.cheapovens.com,” everything
is fine.

But if the text “http://www.cheapovens.com” links to the URL
“http://www.ovensonline.com,” your e- mail will be delivered
with a scam alert notice.

Source: Steffen Schneider, www.flatrate-newsletter.de

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***Free report: 8 ways to improve radio advertising***

Radio Lounge, a radio marketing and production company out of
Houston, offers free information to help take the mystery out of
using radio as a powerful marketing tool. You can sign up for
free radio advertising tips sent weekly via e-mail. Also, check
out the audio samples and download the free report “8 Steps to
Effective Radio Advertising.” Call 281-494-4680. Or click here
now:

www.radioloungeusa.com

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***Optimize your Web site with hyperlinked PR***

To optimize your Web site for search engines, post your press
releases on your site, preferably in a media or press release
section. Insert up to five hyperlinks per release that link your
press release to other web pages relating to topics mentioned in
the release.

Source: SIPA Marketing Conference, Miami, FL, 12/13/07.

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***Outsource article marketing for your online business***

Most Internet marketing gurus recommend writing and distributing
articles on the Web to generate traffic. But most of the
Internet marketers I talk to don’t do it because (a) they don’t
know where or how to get their articles posted and (b) they
don’t have time.

Dan Janal’s PR Leads Article Marketing Service solves this
problem. For a fee, Dan – a PR expert and an old friend of mine
from way back when – can help you get new clients by
broadcasting your expert articles to highly targeted web sites
that are read by tens of thousands of your prospects. Click here
for details:

www.IWantMoreProspects.com

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***Increasing trade show ROI***

In her e-book “The Secret to Achieving Brilliant Returns at Your
Next Event,” Joyce McKee offers these proven tips for designing
trade show booths that appeal to multiple senses:

>> Be sure your products are displayed in the booth and can be
touched by visitors. You’d be surprised by how many exhibitors
have brochures only and no products in site. The visitor didn’t
come to look at brochures.

>> Spray your booth area with a subtle classic perfume or place
potpourri in and around your space. The scent will attract more
booth traffic.

>> Offer hard candies or, if the sponsor permits, give out food;
e.g., have a popcorn machine in the booth.

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***5 ways to get more copy written in less time***

Whether you are a copywriter, a white paper writer, a web site
content writer, a blog writer…or any other kind of commercial
writer… not every day is as productive as it should be. As
writers we have both good days and bad days. The trouble is,
those bad days lose us a lot of money.

Nick Usborne’s quick-reading – and entertaining — “Writing
Rituals” guide walks you through 5 separate rituals which will
help you turn every day into a super-productive writing day. For
more information or to order, click below now:

www.writingrituals.com

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***Recommended vendor of the month: American Slide Chart***

American Slide Chart is the premiere producer of promotional
slide charts. These are hand-held cardboard wheels and slide
guides that perform simple calculations and are used as
promotional items; e.g., a bank might give away a slide chart
that calculates monthly mortgage payments based on interest
rates.

In an age where marketing takes place increasingly online, slide
guide usage has faded, and creating a slide guide gives you a
chance to stand out and get noticed. For more information, call
800-323-4433 or visit:

www.AmericanSlideChart.com

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***Turn your words into massive wealth***

“A”-list copywriter David Deutsch has put together an amazing
series of free tele-seminars featuring an all-star collection of
17 of the world’s top copywriters and marketers as well as yours
truly.

I know there are too many tele-seminar offers in your e-mail
these days. But I promise you, you’ll never hear one as packed
with people who can multiply your income as this one. Because
nothing makes money like great sales copy. Signing up is easy,
and every call is free. To find out more, click below now:

http://copyquickstart.com/go/bly

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***Quotation of the month***

“You might as well like yourself. Just think of all the time
you’re going to have to spend with you. And if you don’t like
yourself, how do you expect others to?”
–Jerry Lewis in “The Nutty Professor”

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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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Why the hard sell usually flops

Filed under: General — site admin @ 11:13 pm

——————————————————————-

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

March, 2008

——————————————————————-

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 the bottom of this
message and click on “Safe Unsubscribe” for immediate removal
from this list.

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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***Avoid hard-sell tactics that turn potential clients off***

“When you call someone, never start out with a mini-presentation
about yourself, your company, and what you have to offer,”
advises sales expert Ari Galper.

Instead, says Galper, start with a conversation on a specific
problem that your service solves, e.g., “I’m just calling to see
if you are open to some new ideas relating to driving traffic to
your Web site.”

You are not pitching your services or approach with this opening
phrase. You are addressing a problem that you believe they might
have an intense desire to solve. For this to work in your favor,
of course, you must identify desired results and benefits that
your services can deliver.

Source: Galper, Ari, “7 Ways to Cut Loose,” SFS News & Notes, p.
4. Visit Ari online at:

www.unlockthegame.com

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***Double or triple your online conversion rates, orders, and
revenues***

Internet marketers: imagine how much of a difference it would
make in your annual income if you could double or triple your
online revenues.

One way to achieve that goal is to increase landing page
conversion rates – that is, the percentage of unique visitors to
the page who order the product.

My brand new free Web site, www.thelandingpageguru.com, shows
you many ways to do just that. It includes free tips on improving
landing page copy … boosting conversion with an auto-responder
e-mail series … improving e-mail address capture rates … Taguchi
testing … and much more.

Take a look right now, bookmark for future reference, and tell
your friends. They will be glad you did:

www.thelandingpageguru.com

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***Free Taguchi test elements for your new landing page***

One of the things we teach you about on
www.thelandingpageguru.com is Taguchi testing.

Taguchi testing enables you to test multiple elements –
including headlines, subheads, banners, salutations, offers,
guarantees, and more – in your landing pages simultaneously.

As a result, you can quickly optimize landing page performance,
often doubling or tripling conversion rates within a few weeks.

Normally, when I write landing pages for my clients, I charge
thousands of dollars extra for a complete set of Taguchi test
elements.

This month, I am offering to any new or current client a
complete set of Taguchi test elements for free when you hire me
to write a new long-copy landing page or rewrite an existing
page.

The only catch is that, to qualify for the free offer, you must
agree to share the test results with me and allow me to publish
them. And it must be a page to generate direct sales of a
product, not a squeeze page giving away a white paper, e-zine,
or other free content.

To find out more about having me write a Taguchi-optimized
landing page for one of your products, e-mail fern@bly.com. Or
call Fern Dickey at 201-797-8105 today.

But I urge you to hurry. This offer ends 5/15/08. And once it
expires, it may never be repeated again.

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***A clever new idea for keyword discovery***

Check your internal search box on your Web site. The words most
frequently searched using the internal search function are
usually the same keywords people search on when trying to find
information on your topic.

Recommendation: optimize your site and bid on pay-per-click ads
for these keywords. Because these are the keywords people use to
find out about your product or company.

Source: SIPA Marketing Conference, Miami, FL, 12/13/07.

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***How to design content and marketing documents for older folks
like me***

Since vision impairments increase with age, time spent
organizing your layout and using legible design and typography
will more than pay for themselves in increased audience response
when marketing or publishing to the over-50 market.

One tip: maximize contrast between the typography and the
background. Reason: a greater amount of contrast makes it easier
to distinguish an image. This is especially true for the
contrast in color between text and paper.

As for type size: yes, older readers prefer large type. But type
style also matters. Avoid ornate typefaces and overuse of
italics. Choose a serif type.

A bit more spacing between lines also enhances readability.
Avoid extensive use of ALL CAPS and type reversing out of a
solid or screen.

Indenting paragraphs and use of standard capitalization improve
reading, as do smaller blocks of copy, shorter lines of type,
and more paragraphs.

Source: Writing That Works, 1/9/08

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***Free report on how to become a six-figure grants
consultant***

Would you like to build a home-based writing business, earning
$120,000+ annually, that is always needed and NOT saturated like
other writing niches?

There will always be non-profits needing funding and wealthy
foundations and government grant programs to fund them. You can
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Learn how in One Stop Grant Shop’s Free Report: “How to Become a
Six-Figure Grants Consultant,” including: price setting … how to
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Written by two consultants with over 20 combined years of
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regularly sells for $29.99. But it’s yours free for a limited
time only when you click on the link below:

www.onestopgrantshop.com/FreeReports.php

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***Pricing audio information products online***

For years I have been selling audio information products on tape
and CD.

Now, my customers are beginning to ask if they are available for
immediate download as MP3 files. And maybe yours are, too.

Internet marketing guru Fred Gleeck, who has produced somewhere
north of 2,000 audio info products, recommends that you offer
your customers a choice: MP3 or CD.

He suggests that, for multi-CD programs, the physical product
cost $50 more than the downloadable version, e.g., $77 for the
MP3 download and $127 for the CDs.

I would suggest that the buyer of the physical product also get
the downloadable MP3 as a bonus.

Visit Fred online at www.fredgleeck.com/ebooks to claim 5 free
books worth over $75.

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***Avoid this cover design mistake when producing e-books***

When designing e-books, do not use black as the background color
for the covers or even the headers.

Reason: printing a page that’s mostly black uses up a lot of
ink, especially on small printers for home PCs. And the pages
can come out wet and wrinkly.

Fancy covers attract buyers, but too much color and design can
waste the customer’s ink, creating a cost concern that stops
them from ordering more e-books from you.

Source: Thanks to subscriber Ann Hasselquist for this tip.

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***Tax savings every freelancer should take***

As an independent contractor, you’re your own boss. You call
your own shots.

But with that freedom come responsibilities — quarterly taxes
among them.

Find out where you can save … what the IRS really needs to
know … how to make the most of those deductions for travel,
meals, entertainment, home office, and more …

To get answers to hundreds of tax questions along with practical
worksheets you can use to make sure you’re paying as little as
possible to Uncle Sam, click here:

www.thetravelwriterslife.com/tax/bb

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***Quotation of the month***

“The only demon that really counts is the lazy demon. And we’re
all lazy. But every human on earth has to figure out a way to
get your ass to do something.”
–Jerry Seinfeld

Source: Parade Magazine, 10/21/07, p. 5.

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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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