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

8/30/2012

Successful selling; choosing keywords

Filed under: Newsletter Archive — site admin @ 10:51 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.

September, 2012

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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 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
will I.

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***Create your first information product in just 60 minutes***

Want to get into information marketing, but are intimidated by
the idea of having to create a product?

Quickest and easiest product to start with: a 1-hour audio CD.

How to do it: interview a subject matter expert for an hour over
a conference line, then sell the recording as a CD, downloadable
MP3, or transcript.

Cost? An hour of your time, and none of your money – since you
can record it at no cost using this free conference line service:

www.freeConferenceCall.com

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***6 steps to sales success***

1-Be clear in knowing your goal.

2-Ask for what you want.

3-Ask again.

4-Ask a lot of people.

5-Be persistent.

6-Don’t take “no” for an answer.

Source: Wendy Weiss, 7/18/12.

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***What can you copyright?***

“Copyright law doesn’t protect facts or ideas,” says Tom Curley
of Levine Sullivan Koch & Schulz. What it protects is the exact
wording somebody used, so you can’t just steal his or her copy
and reprint it.

But you can write about the same event or topic as someone else,
as long as you don’t copy their language. The safest practice:
write about a subject in your own words, so you don’t violate
anyone’s copyright.

Side note: book titles cannot be copyrighted.

Source: SIPAlert, 7/12/12.

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***Prefer long tail keywords***

A “long tail” keyword is a phrase very specific to what your web
site is selling and what people are looking for. By comparison,
shorter keywords are called “head keywords.” Example:

Head keyword: laundry detergent.
Long tail keywords: environmentally safe laundry detergent.

Long tail keywords are usually cheaper to bid on for Google
AdWords campaigns because there is less competition for them.

Also, people who search online using long tail keywords are far
more likely to become buyers because they know exactly what they
want and are often searching for a supplier.

By comparison, people who search on the head keyword are
typically more in the research stage and not so ready to buy.

Source: Wordtracker, 7/17/12.

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***Direct mail idea from Joe Polish***

Joe Polish sent me a direct mail promotion in a cardboard tube.
It stands out, but it’s not a new idea.

What was new is that Joe’s tube made a sound from inside when
you picked it up or changed its position.

The low-tech method he used was to put two pennies inside the
tube!

Try enclosing a couple of pennies next time you mail a DM
promotion in a tube or a box. The noise involves another sense
(hearing) and ratchets up the recipient’s curiosity.

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***Does webinar attendance translate into sales?***

Yes, according to Rally Point Seminars. Their findings: 20% of
the attendees will be ready to buy in 6 months or sooner, and 5%
will be ready to buy immediately.

Tip: to increase conversions, have your sales team call webinar
attendees right after the event.

Source: “How to Sell with Webinars,” Rally Point Webinars white
paper.

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***Keep online news releases concise***

Here’s yet another reason to write concisely: according to a
guide published by PRWeb, news search engines sometimes reject
news releases with overly long headlines, excessive lists, and
high overall word counts.

Solution: Eliminate unnecessary adjectives, flowery language, or
redundant expressions such as “advance plan” (all plans are made
in advance) or “different versions” (no versions are the same as
one another).

Source: Writing Great Online News Releases, PRWeb.

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***7 secrets for successful freelance copywriting***

1–Create value in what you provide. Give 10 times or more the
value of what you charge for your services.

2–Get paid at least 50 percent before you begin any work on any
project for a new client.

3–Turn a small project into a larger one by learning more about
marketing and upselling; e.g. if a client needs an e-newsletter,
can the lead story also be used in a press release.

4–Set up a package plan for your business that offers clients a
better rate in exchange for guaranteed work over extended
periods of time.

5–Have your client sign an agreement that outlines your terms
of service, what you will do, fee agreement, timetable, and any
caveats.

6–Be sure to include a cancellation clause in your agreement
that lets you keep your deposit should a client cancel the
contract after you’ve already started work.

7–Never charge by hours worked. Charge by project based on the
value and return on investment (ROI) you’ll provide.

Source: The Writer’s Life, 8/3/12.

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***Unique promotional item***

A new promotional item I absolutely love is the “MiniBuk” or
mini-book. This is a tiny paperback book of between 16 and 96
pages in a 3.5 X 5-inch trim size. You write the text and the
MiniBuk company publishes the mini-book for you.

To promote yourself, write your mini-book on your area of
specialization. If you are a social media consultant, for
example, write and publish a mini-book on Google Plus. You can
also get a business card bound into the mini-book.

For more information on mini-books visit: www.minibuk.com or
call toll-free 800-900-2499.

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***Quotation of the month***

“Forget about what you thought you were and just accept who you
are.” –Liv Tyler, “Jersey Girl”

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***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.
That’s it!

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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 rwbly@bly.com.

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8/3/2012

Get customers on Facebook; market with content

Filed under: Newsletter Archive — site admin @ 10:50 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.

August 2, 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
will I.

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***5 tips for turning Facebook “Likes” into customers***

1-Use Facebook to drive e-mail opt-ins. Create a unique tab on
your Facebook page that houses an opt-in form.

2-Offer coupons for use in your ecommerce store; 79% of
consumers use social media to take advantage of special offers
and discounts.

3-Run sweepstakes to get fans to engage with you; 65% of social
media users connect with brands on Facebook for the games,
contests, and promotions.

4-Offer sign-up tabs for white papers, webinars, and other free
content. Share links to your tabs on your Facebook wall.

5-Tease fans with products updates, news, and announcements; 55%
of consumers connect with social media for new product news.

Source: Silverpop.

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***The kick in the pants you need right now***

You hate your job. You want to make more money. You know the
best way to get rich and be successful is to start your own
business. But you’re afraid – afraid you have to quit your job
and risk your life savings to do it.

Well, one of America’s most successful entrepreneurs says you
don’t. In fact, it’s the biggest mistake you could ever make.

Click here to learn how he started dozens of businesses “on the
cheap” … and amassed a 50 million personal fortune along the way…

http://thereluctantentrepreneurbook.com

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***7 ways to find great content for your marketing campaigns***

1-Subscribe to RSS feeds from bloggers that cover your industry
or speak to your target audience.

2-Subscribe to e-mail newsletters from niche publishers that
cover your niche or market.

3-Set up Google Alerts for keywords related to your products and
your customer’s pain points.

4-Monitor social media to get a real-time feed of what your
prospects are talking about.

5-Conduct original research, such as a survey; use
www.surveymonkey.com.

6-Repurpose content; e.g., combine text from an old whitepaper
with new video to create a video e-book.

7-Keep a list of evergreen content; e.g., ideas for saving time
and money, inspirational articles, anecdotes.

Source: Hubspot.

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***101 habits of highly effective web sites***

What happens when you assemble over a dozen researchers to
develop guidelines on web site design, copywriting, and usability?
You get 101 best practices resulting from rigorous scientific marketing
research.

Armed with this knowledge, you will know exactly what to do in
order to make your web site the most effective tool it can be
for your business. Check out these examples:

www.bly.com/101Habits

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***So what exactly is Pinterest?***

Pinterest.com is a social community where users “pin” (think of
a bulletin board) things that they like. Quite simply, it’s a
virtual pin board. Users can re-pin (which promotes viral
marketing) or follow someone with the same interest.

Pinterest is a fun site because it focuses on the visual
element. You can leverage your keyword-rich content when you
add descriptive text to your “pin.”

In addition, Pinterest asks for your URL, which will be a
back-link to that webpage. This will encourage search engine
marketing, branding and webpage traffic. Pinterest uses
graphics, images (pics), and video pictures. And that’s what will
grab community members’ attention, along with well-written
descriptive text.

Source: Precision Marketing eNewsletter, 7/10/12.

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***Social media for B2B companies***

A survey of 622 B2B marketers found that 30% said LinkedIn was
their most important social network, followed by Facebook at 19%
and Twitter at 16%. Only 8% chose YouTube.

Source: B2B Social Media Marketing

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***Make your direct mail stand out***

Bigger isn’t always better, but in the case of direct mail it
might be. If you opt for a small direct mail piece it has a
greater chance of getting lost in translation with the other
mail. However, if you use a bigger piece of mail or a brightly
colored piece, clients will be able to see that your direct mail
stands out. Also, try a piece of mail that isn’t in the shape of
a rectangle so that it sticks out from standard envelopes. Be
different, be loud and be noticed.

Source: Printing Hub

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***”Free” in subject lines: does it work?***

“Free” used to be an effective subject line word up until
content-driven filtering became popular. At that time, use of
the word “free” in your subject line resulted in delivery to the
junk folder.

Fortunately, sender reputation now means more than content. As a
result, if your e-mail offer gives something free, don’t be
afraid to say it. For example, a recent subject line from Red
Envelope.com – “FREE 2-day shipping when you use your MasterCard
card – ends 12/20.”

Source: 20 Quick Tips for Improving Your Email Programs

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***Is “sales” a dirty word?***

“Sometimes the sales staff is rebranded as ‘marketing’ — direct
marketing, outbound marketing, network marketing,” says Neil
Carlson.

“I suspect that many resist being called a salesperson, owing to
a perceived notion that sales is somehow an undignified
profession – an opinion which I do not hold. In fact, sales guru
Zig Ziglar in his seminars would often offer $100 to any member
of the audience whose business card said salesman or saleswoman
instead of account executive and the like; he usually kept his
money.”

Sourced: LinkedIn.

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***Book PR tips***

If you’re like most authors, you know you need to write a press
release that announces your book, but you aren’t sure how to do
it. Fortunately, you finally have help: the new e-book “Get Your
Book in the News: How to Write a Press Release That Announces
Your Book” takes you through the process step-by-step.

Veteran publicist and book marketing coach Sandra Beckwith helps
authors, book publicists, publishers, and others learn how to
create a press release that contains the information journalists
need and expect. You can order the e- book for just $9 here:

http://bit.ly/M2d7M1

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***A tip for overcoming writer’s block***

If you’re faced with writer’s block, consider that just perhaps,
your subconscious mind requires a day off.

Every writer needs rest. And sometimes, especially if your life
is particularly harried, you simply need to stop and “be” for a
while.

If you need rest, simply rest. Pet your dog. Drink a cappuccino.
Allow your mind time to rejuvenate and heal.

“Writing isn’t so much a sprint as it is a marathon,” says Beth
Erickson. “Keep your mind in the right place, and the body will
follow.”

Source: Beth Erickson, Writing Etc.

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***Phrases that trigger B.S. detectors***

A group of bloggers who cover corporate and business news
were recently asked to list phrases that spark concern a business
or person lacks authenticity. Some of those listed:

>> “We are an innovative company” – that’s become an empty
promise, bloggers said.

>> “This deal is a win-win” – bloggers said few deals, if any, are
a win-win.

>> “Thinking/working/planning outside the box” – labeled as classic,
empty corporate speak.

>> “We’re not here to talk about the past” – a clich├ęd, not-so-clever
way to avoid an unpleasant topic.

Source: Sales & Marketing Business Briefs, 7/11/12.

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***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.
That’s it!

—————————————————————–

***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 rwbly@bly.com.

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