Bob Bly’s Direct Response Letter: Resources, ideas, and tips for
improving response to business-to-business, high-tech, and
July 3, 2012
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***5 reasons to publish an e-newsletter like this one***
1—To keep your name in front of your clients and build
2—To let your customers know about special offers that you are
giving only to them.
3—Because if people don’t hear from you, you don’t exist or no
news is bad news.
4—To get more business or get people to your web site or store.
More communication means more business.
5—A newsletter can give helpful information and fun, thus giving
your customers the pleasant surprise of extra value.
Source: Colleen Wilhite.
***Little-known trick for boosting landing page sales***
In the close of your landing page, in addition to the “click
here to order” hyperlink, provide a toll-free phone number as an
Reason: according to a Search Marketing Now Webcast, 84% of
companies close leads and sales from their web site via phone.
Source: BtoB Lead Generation Guide, p. 23.
***Create your positioning statement***
If you want to get your message across, it has to be memorable.
The purpose of a Positioning Statement is to create a short
message that people will remember.
The first sentence tells people what your service is and how
they will benefit from it. The second sentence tells how your
service is different from that of other firms.
The formula goes like this:
• [Name of firm] is a [category] firm that helps [primary
clients] achieve [primary benefits].
• Unlike other [category] firms, [name of firm] specializes
in [primary difference].
“ABC is an architectural firm that helps medium-sized businesses
find and renovate unique commercial spaces. Unlike other
architectural firms, ABC specializes in this type of renovation.”
Using this simple formula, you can get at the essential
description of what your firm does that’s different from other
firms, and make your message more memorable.
Source: PSMJ newsletter
***Be a better networker***
1–As soon as possible after meeting new contacts, jot down
notes on the back of their business card. Your notes should
include memory joggers (mustache, red hair), reminders of where
you met, what you discussed, and things you have in common.
2—The next day, transfer their details and your notes into your
contact management system.
3—Follow up. Send a short note or e-mail to strengthen the
initial contact. Note: unless sales information was specifically
requested, your first follow-up should not be marketing
***Getting feedback on your sales pitch***
After making your sales presentation, pause, and ask the
prospect: “How does that sound—good, bad, or terrible?”
If the prospect answers “good,” you can proceed to the next step
in the sales cycle. If the prospect answers “bad” or “terrible,”
ask her what she doesn’t like. Then address these concerns so
you can move the sale forward.
Source: Studebaker-Worthington Leasing Corp.
***Does e-mail isolate you from other people?***
Yes, the results from a recent survey from Novations Group imply.
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
***Get a free bait piece from Uncle Sam***
In past issues, I’ve recommended that you have a “bait piece” –
a special report, white paper, or other informational premium
you give away to generate leads for your product or service.
But many marketers don’t produce info premiums because of the
research and writing work involved.
An easy way to get around this is to visit the U.S. government’s
Federal Citizen Information Center (FCIC) online. There are
loads of how-to and information booklets on a wide range of
topics such as money, health, travel, housing, nutrition,
computers, small business, and more.
If you find one that would make a good info premium for your
business, you can print or download the text, put your own cover
on it, print copies, and use it as your own freebie – without
paying Uncle Sam a dime!
How? Most of these publications are not copyrighted, so the U.S.
government allows you to use them for your own purposes (they do
appreciate if you credit them as the source).
To see whether FCIC has a booklet you can use as a bait piece,
go to their Web site:
Warning: Be sure to check the publication for copyright notices.
If the booklet you selected is copyrighted, then you can’t use
***How long should SEO web pages be?***
According to the white paper “Top 10 Considerations When
Planning a Web Site Redesign,” each page on a search engine
optimized web site should contain 200 to 500 words of text-based
Make sure none of the elements you want search engines to be
able to crawl (headlines, body copy, navigation) are image or
***3 ways to increase sales of luxury products***
“As a rule, I believe it pays to think of high-end buyers as the
same as you and me, except they have lots more money,” says my
colleague, Ruth Sheldon, a copywriter specializing in luxury
Here are 3 tips from Ruth on how to sell costly goods and
services to affluent buyers:
1. They love a deal. Even though they have more resources than
most, buyers of luxury products want to think they’re getting a
Being frugal may be how they got their money in the first place,
and wanting to get a deal will always be a part of their
emotional make-up. Besides, thinking you’ve scored big-time is
part of the game — and everyone wants to feel like a winner.
2. They love exclusivity. Consumers of luxury goods want to feel
the product or service for which they are being asked to spend
top dollar, will not be available to everyone.
They can afford to be different — and they’re willing to pay
for it. Try to use one-of-a-kind or limited edition positioning
3. They want value — and do their homework to make sure
they get it.
Although luxury car buyers, for example, will spend hundreds of
thousands of dollars for a car without flinching, you can be
sure they’ll carefully evaluate performance, safety,
acceleration speeds, etc. to make sure they’re getting exactly
what they want.
So be prepared to give them the facts they want along with a
knock-your-socks off emotional appeal.
***Distract buyers from thinking about your product’s high price***
Ever notice how some car commercials avoid using the words
“dollars” or “thousands”?
Instead they say: “The car — fully loaded — is just twenty
four nine fifty.”
Next to your home and possibly a college education for your
kids, the most expensive product you buy is your car.
“This technique makes it sound like the car doesn’t cost any
money,” says mail order entrepreneur Bob Kalian. “It’s yours for
just a bunch of numbers.”
***Succeed as a Freelance Copywriter***
It’s true – You CAN make a living as a writer.
And last week I sent you note about the program that can show
you how. It’s called AWAI’s Accelerated Program for Six-Figure
Copywriting and until midnight on Thursday July 5th, you can get
a special risk-free test-drive … simply because you subscribe to
The Direct Response Letter.
PLUS, you’ll have an entire year to give it a shot, and see if
copywriting is right for you. If at any time during the year you
change your mind, you just call and they’ll refund every penny
Learn more now.
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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 firstname.lastname@example.org.