Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
April 4, 2016
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***Leave your company name off your DM envelope!***
Don’t feature your corporate name and address if it doesn’t mean
anything to the reader, advises copywriter Ivan Levison.
“For example, there’s a good chance that the words ‘Quicken’ or
‘QuickBooks’ mean more to prospects than the corporate name
‘Intuit,’ says Ivan. “That’s why you should put your corporate
name, return address, and logo on the back of the envelope;
recognizable product names on the front.”
He says that the only time postal regulations require you to
include identification on the envelope is when you’re mailing at
the low rates available to fund raisers.
Source: The Levinson Letter, 3/2/16.
***An easy way to clean your e-list***
The most effective way to keep your list clean and generate sales
from it is to actually send e-mails to people on it. Many
business owners and salespeople get caught up trying to use
software tools or database tricks to keep their email lists
accurate even though they don’t send to it nearly as much as they
Every time you send to your e-mail list, it cleans itself by
telling you which messages bounce — but the onus is still on you
to remove the dirt by deleting and/or updating inaccurate email
Source: YesData Blog, 3/8/16.
***The 5 most important direct mail metrics***
>> CPM or Cost per Thousand Pieces Mailed — basically your
>> Response Rate — percentage of responses.
>> Conversion Rate — percentage of responses that converted into
>> Gross Profit per Order — how much you will make on each order.
>> Repeat Gross Profit per Customer — how much you will make over
the lifetime of the customer relationship.
Source: The Direct Response Coach, 3/8/16.
***Networking on LinkedIn groups***
Identify and get involved in the LinkedIn groups your potential
customers are using. Share your industry insights by linking to
your company’s most relevant blog posts.
Answer questions by referencing your helpful content pieces like
e-books and how-to guides. Ask questions around the pain points
that your prospects are likely to be experiencing. Monitor these
discussions and make the most of opportunities to respond to
display your expertise.
Source: B2B Marketing e-newsletter, 3/9/16.
***Writers: readers love lists!***
Don’t be afraid of lists. It’s easy to mock the listicle, but the
plain fact is that they work well both online and in print.
Reason: People like lists; it tells them that the article has a
defined structure and should therefore be easy to read and
The advantage for writers is that list articles are quick and
easy to write. Also, marketing information products, the lists
allow the copywriter to write intriguing bullets; e.g., “5 ways
to manage large UNIX data centers.”
These bullets work because (a) the reader’s eye is attracted to
numerals and (b) the reader become curious as to what the 5 ways
Source: ClickZ, 3/25/2016.
***My latest and best interview: copywriting success secrets***
Michael Senoff recently interviewed me about how to write great
copy and succeed as a freelance copywriter. You can listen free
***Are you missing out on profitable referrals?***
If so, you shouldn’t be. Why? Because referred customers are just
better customers: They have 20% higher Average Order Values
(AOV), 25% higher Lifetime Values (LTV), and are overall 25% more
profitable than customers from any other channel. An article in
eMarketer notes: “If you’re not running a referral program in
2016, you’re falling behind your competition.”
Source: eMarketer, 2/2/16.
***Is branding a low priority in B2B marketing today?***
A 2016 survey of B2B marketers shows that their top 3 priorities
are increasing revenues, lead generation, and boosting sales.
Fifteen years ago, it would have been branding. What goes around
comes around, I guess — and marketers are finally coming to their
Source: FierceCMO, 3/2/16.
***Book of the month***
Can business turn hunger and poverty into sufficiency, war into
peace, and catastrophic climate change into planetary balance and
still make a good profit? “Absolutely,” says my friend Shel
Horowitz, an experienced marketer and prolific author.
“Social transformation combines vision, practice, and profit,” he
says. And I’m proud to endorse his new book, “Guerrilla Marketing
to Heal the World.” Click here for details or to order:
***Quotation of the month***
“Your very natural and understandable fear of making decisions
and moving forward is probably the main sticking point in your
lack of progress in life and business.”
–John Carlton, top copywriter
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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
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(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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