Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, and direct marketing.
May 2, 2013
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***Which free offers pull best?***
According to HubSpot, not all offers are created equal. Some
formats of offers perform better than others at generating
leads. Here, in order of performance, are the offers that
generate the most amounts of leads:
>> E-books or guides.
>> Templates or presentations.
>> Research and reports.
>> White papers.
>> Kits (multiple offers packaged together).
>> Live webinars.
>> On-demand videos.
>> Blog posts with a call to action in the post.
>> Demo requests.
Source: HubSpot, “The 30 Greatest Lead Generation Tips, Tricks,
***Social media addiction reduces performance***
A study of 500 female college freshmen found that women in the
group spent nearly 12 hours a day texting, posting, and surfing
The study also found that the more time these women spent using
online media, the worse their academic performance.
What do you think spending hours a day on social media does to
your productivity at work?
Source: MSN Healthy Living.
***Bill Bonner’s copywriting secret***
Agora Publishing founder and superstar marketer Bill Bonner uses
the “IRS” (interrupt, reveal, sell) formula to write great copy:
1-Interrupt your audience with a big idea they haven’t heard
2-Reveal what it is you are talking about and how it connects to
3-Sell by linking your big idea message to the product you are
about to offer.
***Watch out for bounced e-mails***
When you receive a bounce, it means the email you are trying to
send is not deliverable. Often time this means the email address
you are trying to reach does not exist.
Take note of the bounces you receive. Ideally, you should remove
undeliverable addresses on a regular basis so your bounce rate
A single digit bounce rate should not be a problem, but if your
bounce rate is 30% or more, your email reputation will become
damaged. Being proactive with your email strategy will keep your
numbers low and reduce the chances of being considered a
spammer. Experts say that you should remove hard bounces from
your list in a timely manner.
Source: Mequoda Daily Blog, 5/1/13.
**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
friend, 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.
***B2C copywriting training***
I will be presenting a workshop on lead generation at AWAI’s
2013 B2B Copywriting Intensive, to be held July 21 – 24 in
Chicago, and we guarantee you’ll walk away knowing how to get
clients and handle assignments in the four most lucrative and
in-demand areas of B2B copywriting.
During this intense, 3-day, hands-on training event, you’ll work
directly with 5 of the world’s best B2B copywriters who will
give you the tools, insider knowledge, and confidence you need
to successfully launch your business, and show you how to find
and land clients who are willing to pay you good money for your
newly acquired skills. For more information or to register,
click here now:
***Small business summit in NJ***
On Tuesday, May 21, 2013, from 6:00 PM to 8:00 PM, the American
Marketing Association of New Jersey is hosting a Small Business
Summit. A panel of experts will share their unique stories about
how their businesses or clients were able to maximize exposure
through creative strategies that set them apart from the
competition. Register here:
***7 tips for webinar presenters***
1-Keep the overview under 5 minutes; attendees want to get to
the heart of the topic right away.
2-Reference page numbers or slides during the course of the
3-Use examples to help explain your topic.
4-Repeat each question before you answer to allow the audience
to hear both sides of the exchange.
5-Speak clearly and project your voice fully.
6-Make sure your presentation follows the advertised agenda –
and fits the allotted time.
7-Avoid reading directly from the materials.
Source: Lorman Education Services
***Quotation of the month***
“Fear is not real. It is a product of thoughts you create.”
–Will Smith in “After Earth”
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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, landing pages, 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.