Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, and direct marketing.
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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:
***6 steps to sales success***
1-Be clear in knowing your goal.
2-Ask for what you want.
4-Ask a lot of people.
6-Don’t take “no” for an answer.
Source: Wendy Weiss, 7/18/12.
***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
Side note: book titles cannot be copyrighted.
Source: SIPAlert, 7/12/12.
***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.
***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
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.
***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
***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
Source: Writing Great Online News Releases, PRWeb.
***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
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.
***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.
***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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***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.