Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.
August 31, 2015
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***The 6 things you need to successfully market your webinar***
1–Promotional e-mails — ideally 2 or 3 to your list as well as
2–Landing page — where registrants land when they click to
register for your event. Captures basic registration information
and provides brief details about the presentation.
3–Confirmation e-mail with details about the date, time, topic,
and how to join the event.
4–Reminder e-mails on the day before and the day of the event to
5–Post-webinar e-mails — one to thank people for attending the
event and providing a link to the archive, and another to those
who registered but did not attend the live event, directing them
to the event on demand.
6–A banner you can put on your home page alerting visitors to
the upcoming presentation.
Source: 10 Steps to Planning a Successful Weibnar, ON24 white
paper, pp. 6-7.
***Why free offers can sometimes backfire***
A company had a booth at a tradeshow and to increase the number
of leads they offered to have a drawing for a Porsche. It was
such an attractive offer they got 4,000 leads.
When they followed up with each lead and they announced the name
of the company, each person got so excited because they thought
it was about them winning the Porsche. But they immediately hung up
in anger because they didn’t win and weren’t interested in their
To add insult to injury the “lucky winner” sued the company. The
company sent the winner a toy model of the Porsche and not a real
Porsche. The judge forced the company to actually give the winner
a Porsche because nowhere in the contest rules was a model of a
The lessons: (a) If the free something doesn’t further qualify
the lead it generally doesn’t work at all, (b) be honest.
Source: Dan Swanson
***Are you worried that you are pestering your prospects?***
“Why do I and so many marketers send so many e-mail messages?
Yes, it can be annoying, but it works!” says Ilise Benun.
If you’re afraid to be annoying, you won’t be an effective
marketer, Ilise contends: “You can’t have it both ways!”
Her suggestion: accept the fact that some people will be
bothered. That’s okay. Because other people won’t — and those
are the ones who will buy from you, now or later.
Source: Marketing-Mentor, 8/18/15.
***3 shortcuts to producing great content your readers will love***
1–Answer questions. Questions that come in are possible subjects
for future e-mails.
2–Swipe proven ideas. But don’t plagiarize. Come up with your own
take on the topic.
3–Recycle your content; e.g., once or twice a month we take a
couple of my e-zine articles and post them on my blog.
Source: Terry Dean, 8/13/14.
***I need your help with my next book!***
For a marketing dictionary I am writing, can you share with me
any interesting marketing terms you’ve come across? Please e-mail
me at email@example.com. And thanks!
***Which postcard size works best?”””
For most businesses and campaigns, 5.5″ X 8.5″ or 6″ X 11″
postcards perform better than 4″ X 6″ postcards. Reasons: (1)
they stand out more because of the larger size and (2) they have
more room for copy and photos.
Source: Talon Newsletter, 8/15, p. 1.
***4 biggest challenges content marketers face***
1–Not enough time to create content: 51%.
2–Producing enough content: 50%.
3–Making content engaging and effective in marketing: 42%.
4–Measuring the effectiveness of content marketing: 38%.
***How to price and negotiate copywriting services***
Did you get your copy of the “Copywriters Pricing Bootcamp” yet?
It’s the most extensive resource on pricing AND negotiating for
copywriters ever assembled. A few weeks ago I convinced author
Chris Marlow to slash the price in half for my readers.. and it
was such a smash hit that I’ve convinced her to do it again.
But only for a short time. If you hurry you can still get your
copy at 50 percent savings (special BONUS Sale starts now and
ends at 10 pm Pacific September 4). If there’s anything worth
investing in, it’s your ability to earn more income:
***Another take on copy length***
If you’re wondering whether you need more copy, don’t think in
terms of word count or pages, says copywriter Josh Earl.
“Look to see whether you’ve left out any important selling
points,” he advises. “And if you’ve got your bases covered, then
your copy is long enough.”
Source: Josh Earl e-mail, 8/17/15.
***The 5 worst business mistakes people make***
1–They don’t have a mentor.
2–They do not have a mission statement and core values.
3–They keep bad employees.
4–They hire too fast.
5–They do not follow through.
Source: MaryEllen Tribby, CEO Issue #19, 8/12/15.
***Quotation of the month***
“Do what you can, with what you have, where you are.”
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Bob Bly is available on a limited basis for copywriting of
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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 973-263-0562 or e-mail
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