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

9/4/2017

Mobile SEO; improve content marketing results; jump-start your writing project

Filed under: Newsletter Archive — site admin @ 11:33 am

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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.

September 4, 2017

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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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***How to make your content much more valuable***

The most direct way to improve content value is to make your
content specifically about reader needs, problems, and
opportunities. Making your content “A-level” means making it
actionable: not just about things (news, industry analysis, or
data), but about helping readers solve problems and realize
aspirations.

Transform your content into a consultancy or advisory focused on
customer needs. Your content marketing success is not a function
of how much your customers learn, but rather how much they
use your content to become more successful.

Source: SIPAlert Daily, 6/30/17.

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***Discover how to get more freelance clients with “warm email”
prospecting***

My colleague Ed Gandia has developed a proven system for landing
freelance clients with short and simple emails. And in his “Warm
Email Prospecting 2.0” online program, he teaches you this system
step by step. Including:

>> How to write emails that generate client leads.
>> Fill-in-the blank templates.
>> More than 30 warm email samples.
>> Visual process maps.
>> 24 tools for finding prospect names and email addresses.
>> And more.

Through this Wednesday only (9/6) you can grab “Warm Email
Prospecting 2.0” for 67% off the regular price; just click below
now for details:

http://www.smarterfreelancing.com/bly
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***New free report: selling expensive services***

If you offer an expensive service (over $10,000), I invite you to
read my colleague Graham McGregor’s new 106-page marketing
guide, “The Expensive Service Marketing Solution.”

In this report — easily the best advice I have read in this
century on marketing your services — you will discover:

>> 21 proven strategies to attract clients who buy expensive
services.
>> How to “dollarize” the real value of your service so it seems
a drop in the bucket compared to the premium price you charge.
>> Legendary marketing expert Al Ries’ killer strategy for
selling high-end services.
>> How to create a “Million Dollar Marketing Niche” for your
expensive service.
>> And much more…

To claim your free copy of “The Expensive Service Marketing
Solution,” just click here now:

http://www.TheExpensiveServiceMarketingSolution.com

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***A secret for increasing writing productivity***

The idea of inspiration, motivation, or waiting for the muse to
strike is largely an excuse for lazy writers to avoid working.

Write every day whether you feel like it or not. You will get
more done with no sacrifice in quality. John Kenneth Galbraith,
economist, author of 48 books and 1,000 essays, said, “The
quality of writing I do on the days I don’t feel like it is just
as good as the quality of writing I do on the days I feel like
it.”

Author’s coach Deb Weil writes, “Just do it. Don’t sweat it.
Don’t overthink it. Do not be like me. Do not ruminate. Do not
worry that readers will laugh at you, or dismiss you. Do not
spend time fearing unknown outcomes. If you’re stuck, just do
something. It will probably be good enough.”

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***My new book is out!***

My 94th book, “Confessions of a Direct Response Copywriter: An
‘Old School’ Advertising Man Reveals How to Make Your Marketing
Twice as Effective at Half the Cost,” is now available as a
paperback or Kindle ebook on Amazon:

http://amzn.to/2uICsbg

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***Guaranteed radio PR for your business***

AdLab Media has launched www.Noozbuzz.com, a new nationwide audio
news release service. Noozbuzz guarantees your content will air
over 294 radio stations nationwide during prime-time in news and
talk programming. For details, email Barry Cohen at
barry@adlabcreative.com, or call 973-521-7849.

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***Boost your mobile web site’s ranking on Google with voice
keywords***

Today, voice search makes up almost 20% of all searches. And the
words they use are typically different than what they might type
into a browser. That may make you want to rethink your SEO
approach.

Solution: Use long-tail keywords to better match voice search
terms. Optimize titles and meta descriptions for natural language
queries.

Source: Today@TargetMarketing, 6/27/17

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***On avoiding negativity***

Cut back your interactions with people who are always naysayers
or only broadcast the negative. Limit your intake of antagonistic
social media and inflammatory news programs that foster fear to
get ratings. This is not denial or keeping your head in the sand,
it just means to choose your sources wisely and consciously. You
can stay informed without getting inflamed.

Source: Natural Awakenings, July 2017, p.22.

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***Don’t waste people’s time***

Two-thirds of customers say that the best thing a company can do
when it comes to customer service is show that it values their
time.

So if you can’t cut wait times, at least set the right
expectations. Tell customers via conversations, emails, website
details, online posts, and other communications how long it will
take to get a response in each channel. And if there are faster
ways to get a response, point them to those channels. Example:
Voice mail hold messages that tell customers they can get faster
answers online.

Source: Customer Insight Experience, 7/5/17.

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***The awful truth about PowerPoint***

A recent Harvard University double-blind study found that oral
presentations with PowerPoint communicate no more effectively
than presentations given with no visual aids. Editor’s note: My
experience as a frequent platform speaker does not support
Harvard’s conclusion.

Source: P. Armstrong, “Stop Using PowerPoint,” Forbes, 7/5/17.

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***Do this when a client dumps you***

Follow up the dreaded “it’s over” email by asking if your client
has time for a quick exit interview. This can be accomplished via
phone, email, or digital survey.

Questions to ask: Which of my processes or systems needs
improvement? How did you feel about my writing
style/tone/voice/grammar? Do you think my response time was quick
enough? Most important, allow them to speak. Quiet pauses give
your clients the chance to process their thoughts and the
opportunity to say what’s on their mind.

Caveat: Some clients won’t be willing to discuss the end of your
working relationship. In such cases, analyze the situation
yourself. What was working well? What needed improvement? Keep
detailed notes you can reference if they become a client again in
the future. Also use what you learn to improve yourself as a
businessperson immediately.

Source: ASJA Weekly, 7/11/17.

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***Robert Ringer on the value of copywriting skills***

Best-selling author Robert Ringer writes, “Some years ago, I
recall a friend of mine commenting that ‘There are no guarantees
in life. No matter how great your ideas and no matter how well
you execute them, you can still end up broke.’

“To which I responded, ‘That may be true, but my own experience
has convinced me that the best insurance policy against that
happening is to know how to write effective ad copy.’ I meant it
then, and I feel even more strongly about it today.”

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***Proof of what Robert Ringer says about copy making a
difference***

The marketing manager at a major financial services firm
recently told me, “Bob, we ran a test using your email copy with
our course yesterday — 276 clicks for your copy as opposed to 42
for the control — that’s over 6X the response. Very impressive!”
And the only difference was the copy. Same course, same offer,
same list.

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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/reports. 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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