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

8/31/2015

Marketing your webinar; creating great content

Filed under: Newsletter Archive — site admin @ 12:21 pm

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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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You are getting this e-mail because you subscribed to it on
http://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
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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***The 6 things you need to successfully market your webinar***

1–Promotional e-mails — ideally 2 or 3 to your list as well as
affiliate lists.

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
maximize attendance.

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.

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***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
product.

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
Porsche mentioned.

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

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***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.

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***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.

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***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 rwbly@bly.com. And thanks!

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***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.

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***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%.

Source: Spiceworks

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***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:

http://www.bly.com/CWPricingBootcamp

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***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.

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***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.

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***Quotation of the month***

“Do what you can, with what you have, where you are.”
–Sue Anderson

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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’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://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’s Direct Response Letter,”
and include a back-link to http://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
landing pages, direct mail packages, video 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 973-263-0562 or e-mail
rwbly@bly.com.

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Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

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8/3/2015

5 subject lines that boost e-mail open rates

Filed under: Newsletter Archive — site admin @ 12:35 pm

—————————————————————–

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.

August 3, 2015

—————————————————————–

You are getting this e-mail because you subscribed to it on
http://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
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.

—————————————————————–

***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 rwbly@bly.com. And thanks!

—————————————————————–

***Keyword connectivity***

Great landing pages use the same keywords from the PPC ad that
drove the clicks to them. The connection should be obvious and
the continuity reassures visitors that they’re on the right path.
Don’t send someone to a page about camping tents if your PPC ad
was about sleeping bags. And don’t send them to a generic page
and make them search for the product they were looking for.

Source: “How to Make Great Landing Pages,” WordStream.

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***5 e-mail subject lines that increase open rates***

1–Benefits; e.g., “Top 10 lazy skillet meals.”

2–Questions; e.g., “Do you think you can retire at 65? Think
again!”

3–Testimonials; e.g., “More Alaskans drive on Michelins.”

4–How-to; e.g., “How to make a fortune with a foolish idea.”

5–Curiosity; e.g., “Discover the ultimate options trading
system.”

Source: Mequoda Advice, 7/10/15.

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***Best image for a landing page offering free content***

According to Pardot, the best image to show on a landing page
offering a free download is a small image of the white paper or
demo being offered. This gives your visitors something tangible
to look forward to and a much more compelling reason to convert.

Source: “Double B2B Conversions,” Pardot e-book, p. 6.

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***The power of online reviews***

In a survey from Dimensional Research, 90% of respondents who
recalled reading online reviews said that positive reviews
influence their buying decisions. This gives the consumer
incredible power and makes it difficult to control your
reputation online.

When you get a great review, share the success story on social
media channels. Link back to the review site so the user can see
the original review. Also, many review sites allow you to respond
to customer reviews publicly. Take advantage of this capability to
educate your prospects.

Source: www.agentreview.net

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***E-mail deliverability tip for Gmail***

You can increase e-mail delivery to Gmail users by always getting
explicit opt-in to ensure a permission-based e-mail marketing
program. That means not sending e-mail marketing messages to
people whose addresses you harvested (e.g., from a directory)
but have not opted into your e-list.

Also make it easy for subscribers to opt out, such as including a
prominent unsubscribe link in your e-mails. This prevents
subscribers from damaging your reputation by marking your
e-mails as spam.

Source: “A Marketer’s Guide to E-mail Deliverability,” Fulcrum.

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***Young people are swayed by advertising and prefer mobile***

A new study from StumbleUpon shows Millennials more open to
advertising than older generations as long as the ads are
relevant to them.

The study also notes that Millennials are a mobile-first
generation for whom the desktop is becoming ancillary. So it’s
important to develop content for mobile screens.

Source: Chief Marketer, 7/22/15.

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***How to nurture sales leads***

A study from Pardot found that 77% of buyers want different
content at each stage of their research. With lead nurturing, you
“drip” appropriate content to prospects depending on where they
are in the sales cycle — and adjust the content based on their
responses. That way, when buyers reach out to sales reps, they’ll
already be educated.

Source: “Ten Tips for Accelerating Your Pipeline,” Pardot.

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***Timing your tweets***

Twitter has introduced a new paid advertising feature called
event targeting. You can check out a schedule of upcoming events.
If an event tied in well with your marketing, you can buy
“promoted tweets.” These will be tweeted to people within a 7-day
window of when the event is scheduled to take place.

Source: Ad Age, 7/23/15.

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***How often must you post fresh content?***

Content has become so important that 4 out of 10 marketers
surveyed by Visage publish original content one or more times
every day.

A third of the marketers surveyed publish new content weekly, and
15% published original content once a month.

You definitely need an employee or vendor dedicated to writing
all this new content for you — or at least curating it from other
authors in your company.

Source: Komarketingassociates.com

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***Quotation of the month***

“Loving what you do is a major part of a happy life.”
–Robert A. Mullen

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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’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at
http://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’s Direct Response Letter,”
and include a back-link to http://www.bly.com. That’s it!

—————————————————————–

***Our 60-second commercial***

Bob Bly is available on a limited basis for copywriting of
landing pages, direct mail packages, video 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 973-263-0562 or e-mail
rwbly@bly.com.

—————————————————————–

Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613
http://www.bly.com

Follow Bob:
Twitter, http://twitter.com/Robertbly
LinkedIn, http://www.linkedin.com/in/bobbly
Facebook, http://www.facebook.com/people/Robert-Bly/535042603
Pinterest, https://www.pinterest.com/blycopywriter/

I welcome your feedback! Did you like today’s message?

What other topics would you like to see covered in my e-mails?

Please let me know at: rwbly@bly.com

As always, please feel free to forward this e-mail to a friend!

If you liked this essay, and want to read 75 more just like it, get
my new book “Don’t Wear a Cowboy Hat Unless You are a
Cowboy — and Other Grumblings from a Cranky Curmudgeon,”
which you can order here:

http://www.bly.com/KindleCowboy

Disclaimer: The Direct Response Letter only recommends products
that we’ve either personally checked out ourselves, or that come from
people we know and trust. For doing so, we receive a commission.

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