Bob Bly’s Direct Response Letter: Resources, ideas, and tips for
improving response to business-to-business, high-tech, and
March 1, 2012
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 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 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
***Best frequency for e-mails***
If you are an Internet marketer, you probably don’t send enough
e-mails to your list, according to Internet marketing coach
“I used to say bare minimum was once a month,” says Dean. “Now
it’s more like once a week.”
Markets vary, but Dean says the most profitable frequency of
e-mail marketing is often somewhere between three to six times a
What should you send in your e-mail? According to Dean, the best
long-term profit strategy is to mix content with offers. “Keep
them interested, reading, and buying from you,” he says.
***Is there too much competition for your keywords?***
“Keep in mind the competition for keywords,” says Direct
Response Letter Subscriber BG. Example: I have a web site about
aquariums – www.aquariumdetective.com. According to BG, there
are 36.6 million sites I have to compete with for the keyword
aquarium “which makes it really hard to rank from an SEO
You can find your competitor’s keywords pretty quickly through
www.spyfu.com, and the site offers a free trial.
***Add credibility to your landing pages***
Many consumers are turned off by and distrust long-copy landing
pages, which they find too salesy or even sleazy. Here are some
elements you can add to your landing page to eliminate this
turnoff and add credibility:
>> Industry or media awards (editor’s choice, fastest growing
>> Media coverage (mentions in mainstream press or blogs).
>> Endorsements from individuals, analysts, associations.
>> Partnerships (e.g., authorized reseller) with well-respected
>> Client lists and logos.
>> User testimonials and third-party review.
>> Studies and surveys (e.g. ranked #1 in customer satisfaction).
Source: Target Marketing Group, “3 Landing Page Mistakes to
***Accept credit cards with your smart phone***
Now you can process credit card orders on your Android phone,
iPhone, or iPad. There’s a 2.75% charge for this service. For
***Used books: a cheap source of articles***
Need articles for your blog or e-newsletter? Frequent used
bookstores and browse the books in your topic area. Often you’ll
find numbered lists and other short content you can easily turn
If the books are old and worn, you can often buy the books for
as little as a dollar or two each. Obviously look for content
that hasn’t become dated or irrelevant.
***Register like domains***
Registering domain names similar to your own can protect your
brand, says David Fowler of Marketfish Inc. It can also prevent
others from setting up fake (phishing) web sites that allow them
to conduct unlawful behavior. This tactic is inexpensive and can
save you lots of aggravation.
Mike Hotz, of ESP Responsys, says customers are more likely to
fall for phishing scams if your company’s message, design, and
branding change frequently. He advises that every e-mail you
send should have elements that recipients are familiar with …
and can look for before deciding to click through.
Source: BtoB, 2/13/12, p. 12.
***Free webinar: Writing high-conversion landing pages***
I am giving a free webinar on “Creating Landing Pages That Sell”
on March 8 at 1pm EST. There’s no cost – you don’t pay a dime —
but you do have to register:
***5 reasons online buyers abandon your shopping cart***
In the first 6 months of 2011, the online shopping cart
abandonment rate was a staggering 35%. According to Forrester,
here are the 5 most common reasons for it:
>> Shipping and handling costs were too high – 44%.
>> They were not ready to purchase the product – 41%.
>> They wanted to compare prices on other sites – 27%.
>> The product price was too high – 25%.
>> They wanted to save the product in the cart for later
consideration – 24%.
Source: Response, 2/12, p. 47.
***Digital advertising boom***
According to American Business Media, digital revenue for B2B
media was up 22% to $1.6 billion in the third quarter in 2011
over the same period in 2010.
In the same time frame, B2B print revenue increased only 4.6% to
$5.7 billion, and trade show revenue increased just 1.1% to $7.7
Source: Media Business, 2/12, p. 6.
***Real newspaper headlines – believe it or not***
“Homicide Victims Rarely Talk to Police”
“Statistics Show That Teen Pregnancy Drops Off Significantly
After Age 25”
“Man Accused of Killing Lawyer Receives a New Attorney”
“Rally Against Apathy Draws Small Crowd”
“County to Pay $250,000 to Advertise Lack of Funds”
“Federal Agents Raid Gun Shop, Find Weapons”
***Reprint my articles – free!***
Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at www.bly.com/archive.
Republishing our articles is quick and easy. All you have to do
is include author attribution (byline/name of author) and the
following statement, “This article appears courtesy of Bob Bly
Direct Response Letter,” and include a back-link to www.bly.com.
***Our 60-second commercial***
Bob Bly 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 on your assignment, we’ll tailor a
package of recent samples to fit your requirements. Call Bob Bly
at 201-505-9451 or e-mail firstname.lastname@example.org.