Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, and direct marketing.
April 2, 2012
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think would benefit from its contents. They will thank you. So
***How not to be a spammer***
To make sure you comply with Can-Spam, your e-mail marketing
messages must include a mechanism for the recipient to “opt out”
– meaning they can request that you send them no more messages.
The e-mail must also include the identity and physical mailing
address of the sender, and some statement that the message is a
solicitation or advertisement, although it need not be in the
Source: SIPA Hotline, 2/12, p. 8.
***3 cool ideas for YouTube videos***
At www.GoAnimate.com you can easily create your own animated
videos. You just supply the dialog. They give you the animation.
At www.CommonCraft.com, you can create instructional and demo
videos using paper cutouts and a dry-erase board. Also check out
Doodle videos feature voice-over narration illustrated by an
artist’s hand doodling images on a white background. You can get
them done for you at www.Sellamations.com.
Source: Special Report, “YouTube Google Hack,” p. 7.
***Does Facebook marketing fail?***
“Like seven-year old soccer players, we insist on chasing the
ball in a pack. The latest ‘ball’ of course is social media,”
says Ian Percy.*
But, according to Ad Age, a six-week study of Facebook’s Fan
pages showed a mere 0.45% of fans engaged in any way beyond
clicking “Like.” This indicates that Facebook fan bases and
actual engagement aren’t the same thing.
The average engagement for the 10 brands with the largest fan
bases (like Harley Davidson, Nike and Porsche) was 0.36%. The
highest engagement was in the alcohol category and the lowest in
laundry detergent, social platforms and apps.
In other Facebook marketing news, my colleague Brian Croner
reports that “world famous Sun Valley Ski Resort here in Idaho,
invested their entire $950,000 ad budget in Facebook advertising
in 2011 and it bombed. It bombed so bad in fact, they fired
their marketing director. Last year they had more snow than they
knew what to do with and still couldn’t pack the hotels after
using FB exclusively.
“Starting last fall and into 2012, I saw ads running in Ski
magazines and on television. And despite it being a weak
snow year, they had good crowds and full hotels. There’s been
a large score of so called marketing/ad agencies trying to push
FB and other Social Media as a primary and not as a
supplemental media. And it’s sad how many companies have
taken the bait.”
*Source: Jeff Davidson.
***3 ways to increase sales letter readability***
>> Limit 80% of the words to 5 characters or less.
>> Make sentences 1.5 lines or shorter.
>> Keep the first paragraph to 3 lines or fewer.
Source: Target Marketing, 3/12, p. 14.
***Book of the month***
New from master entrepreneur and how-to success writer Jim Straw
is “Mustard Seeds, Shovels, & Mountains: How to Succeed Using
Your Physio-Psychic Power,” a 112-page paperback published by
Kallisti Publishing. Its main premise: positive thinking alone
is not enough; you need to take positive, productive action to
I am a fan of Jim Straw, and his book is worth reading. Get it
now on Amazon:
***Start seminars on time***
How close to the advertised starting time should you begin live
seminars and webinars?
The live seminar should begin within 5 minutes of the start
time. Don’t delay longer because the crowd is thin; it’s not
fair to those who show up on time. Exception: an unexpected
event (e.g., fire drill) that causes attendees to be late.
Webinars should also start promptly, within a couple of minutes
of the stated starting time.
You can get the correct time online here:
***4 rules for writing credible copy***
Copywriter Ryan Healy offers these tips on how to get readers to
believe your copy:
** Don’t use hype to sell your product.
** Make every effort to be accurate.
** Do not distort the facts.
** Don’t be hypocritical.
***Instantly publish your book on Kindle***
Only now can a writer get his or her book in print free in
minutes and have it marketed worldwide in days.
Gordon Burgett has written a how-to, step-by-step guide that
walks beginners and veterans through the process, from writing
to submitting to marketing, called “How to Get Your Book
Published Free in Minutes and Marketed Worldwide in Days.”
Whether the writer creates a novel, cookbook, photo book,
memoir, nonfiction book of almost any form, a kids’ book, or
virtually anything else in book form, here’s how it can be sold
in Kindle and other forms to family, friends, colleagues, or
anybody else anywhere in the world.
For more information or to order, click here now:
***How the recession is affecting marketers***
Nearly 1,700 visitors have taken a survey on www.bly.com on how
their businesses have been affected by the recession:
>> Of these, 53% said their sales have gone down, and only 17.5%
reported increased sales.
>> 75.1% are spending either the same or more on marketing as
they did the previous year. Only one in four has decreased their
>> 85.8% are worried about the effect the recession will have on
>> Some good news: two out of three have not lowered their
prices since the recession started.
** Nearly seven out of ten think the recession will not end any
To take the survey and get a free copy of my special report
“Recession-Proof Business Strategies,” click here now:
***What you can get on the Internet for $5***
On the web site fiverr, you can buy almost any service
imaginable online, starting at only $5 – everything from
voice-over recordings and chiropractic advice to cover designs
for your Kindle e-books and travel tips:
***Quotation of the month***
“Is Death important? No. Everything that happens before Death is
what counts.” –Ray Bradbury, “Something Wicked This Way Comes”
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***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 email@example.com.