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

11/9/2008

10 words to close any sale

Filed under: Newsletter Archive — site admin @ 11:04 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.

November, 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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Almost everything I know about writing sales letters
I learned from Sig Rosenblum – and now, you can too:
http://www.sigsmarketingsecrets.com/

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***Dan Kennedy’s recession-fighting business strategies***

Here are 3 great ideas for keeping your business healthy during
a recession:

1—Redirect your efforts at better, more likely buyers – those
least and last affected by the recession.

2—Quickly modify, repackage, retitle, and rearticulate what you
are offering to harmonize with the dominant desires, fears, and
beliefs of the times.

3—Work harder – certainly more diligently – to optimize the
value of every lead and every customer you get your hands on.

Source: Dan Kennedy e-mail, 10/14/08.

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***Creating irresistible offers***

On November 5, I’ll be giving a Webinar on “7 Secrets to
Creating Irresistible Offers” with Ethan Boldt, Editor of Inside
Direct Mail. Among the topics we’ll cover:

>> Offers that can increase response rates as much as tenfold.
>> How to double your response rates with premiums.
>> Does “FREE” still work? The answer may surprise you.
>> Where to place your offer copy within your promotion.
>> Graphic design techniques that make your offer stand out.
>> And more….

For more information or to register, click below now:

http://w.on24.com/r.htm?e=103891&s=1&k=D655CDA50D3724B9545823F6DB51BAFA&partnerref=BB
http://tinyurl.com/567oyz

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***What’s Ray Romano reading now?***

It’s my friend and fellow copywriter Peter Fogel’s book, “If
Not Now… Then When? Stories and Strategies of People Over 40
Who Have Successfully Reinvented Themselves”

Peter was a successful night club comedian who left show
business and reinvented himself into an in-demand
freelance copywriter.

His book tells his story as well as 14 other people who took a
leap of faith and transformed themselves into new careers.

A timely book for anyone going through challenging economic
times… this “self indulgent” help book will not only inspire,
but delivers you loads of common sense wisdom PLUS lots of
humor. (I also contributed a chapter to it)

Order Peter’s book today and receive over $1,800 worth of FREE
bonuses that can make you healthier, wealthier and wiser. For
more info and to learn why Ray Romano loves this book go to:

http://www.reinventyourselfnow.com/oct-bonuses.htm

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***Meet me this month at AWAI’s 2008 Bootcamp***

I’ll be speaking on “Why Internet Information Marketing Should
be Every Copywriter’s Second Business” … and doing some
additional presentations and small group coaching … at the AWAI
Annual Bootcamp in Delray Beach, FL on November 12-14.

For details or to register, click below now:

http://www.awaionline.com/bly/awaibootcamp/

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***How I distribute this e-newsletter to you***

I use Constant Contact. They offer e-mail marketing and online
survey services for small business and organizations. But, you
don’t have to be a customer to benefit from their expertise;
anyone can subscribe to their free “Hints & Tips” e-newsletter
on e-mail marketing.

“Hints & Tips” gives you practical, how-to advice on how to
build your e-list, write a compelling subject line, create a
well-designed HTML e-mail, and more. Plus, you’ll get invites to
free online seminars and compelling success stories of companies
who are getting great results. To subscribe, click below now:

http://www.constantcontact.com/learning-center/hints-tips/index.jsp

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***Which price pulled best?***

Do customers always want the lowest price? Not always, it seems.

A software company selling to both consumers and professionals
priced their software at $79 per seat, which they thought would
appeal to both segments.

But it appealed to neither: consumers found it too high, and it
communicated “not a serious tool” to professionals.

Solution: Focus on the professional market and raise the price
to $129. When the company did so, sales soared.

Lesson: despite your intuition to the contrary, the best price
is often not the lowest price.

Source: Brown, Dennis, “10 Common Pricing Mistakes,” Atenga, p.
3.

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***Be my guest at the Biz Owner Virtual Super Conference***

I’ll be speaking this month at Wendy Weiss’s Business Owner
Super Conference. It’s virtual. So there’s no travel involved.

You are invited to attend this virtual conference at no cost as
my guest. It runs through November 20th. When you register
you’ll receive an e-mail with the details about when to call in
for each presentation from wherever you are.

To see a list of all the speakers and the topics they’ll be
covering or to register, click here now:

http://www.profcs.com/app/?af=846967

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***10 words to close any sale***

Next time you are dealing with a sale that seems stalled for a
reason you can’t figure out, ask the prospect this simple
10-word question:

“What can I do to make this work for you?”

Why it works: This simple question eliminates the futile
exercise of you trying to figure out what you need to do or say
to get the order.

Instead, it gets the prospects to tell you exactly what he needs
to hear or get to be convinced to buy.

Source: Charles, Marc, “10 Words to Close Any Sale,” Early to
Rise, 10/1/08.

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***4 steps to converting more Web site visitors into
customers***

In his new e-book, “CLIC Website Sales Leads System,” copywriter
Gerry Black outlines a sensible 4-step process for writing web
site copy that increases sales, revenues, and profits.

I especially like the bonus sections on SEO copywriting and
using article marketing to generate more site traffic. For more
information, click here now:

www.gerryblackcopywriter.com

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***Spacky went whacky!***

In last month’s issue, when I wrote about the new free tool for
researching key words and phrases – Spacky – a number of you
complained that it didn’t work.

We wrote the folks at Spacky. They assured me it was a glitch
that was quickly resolved. So I urge you to try Spacky now.

Just type in your key word. In seconds, Spacky tells you the
number of searches performed on that key word – Google,
Yahoo/Overture, and Microsoft Network.

It’s a great way to tell which of several key words you want to
bid on or optimize your site for is actually the one getting the
most activity. And, it’s free:

www.spacky.com

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***The best of marketing and time management guru Jeff Davidson
— on sale now!***

My long-time friend, professional speaker and
mega-prolific-author Jeff Davidson, is offering an unprecedented
learning resources package for my subscribers.

Only $157 gets you $314 of Jeff’s best resources — including his
books Breathing Space, Getting New Clients, Complete Idiot’s
Guide to Managing Your Time, and The 60-Second Organizer.

You also get 10 terrific audio programs including Surviving
Information Overload, Relaxing at High Speed, Blow Your Own
Horn, and Giving Better Presentations. Click here for details or
to order:

www.communicationoverload.com/index.html

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***Quotation of the month***

“We all learn expository writing, and if we’re ever to become
anything except scholars, we have to forget it almost
completely. There is no formula to real writing that hits home
at the heart of your audience. The best is almost free-form …
it comes in moments of inspiration that we have to capture. A
marketing piece that brings in tens of millions of dollars can
come from an idea jotted down on a napkin, because the idea
captures the core emotional appeal of the product.”
–Don Mahoney

Source: Personal e-mail, 8/10/08.

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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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