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

3/1/2018

Increasing video views; getting online ads approved

Filed under: Newsletter Archive — site admin @ 12:02 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.

March 1, 2018

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***Get more views for your web videos***

The weakest calls to action (CTAs) leading to the viewing of an
online video are “learn more,” “find out more,” “see more,” and
“click here now.” Better choices:

>> “Watch the video” — has the action verb “watch.”
>> “Watch the video now” — adds the urgency word “now.”
>> “Watch this short video now” — for shorter videos, adds the
benefit of saving time.
>> “Watch our free video now” — you get more views if you make
clear it is free and without cost of any kind.

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***What Facebook and Google do not allow in ad and landing page
copy***

When Facebook decides whether to approve your FB ad, they look at
two things: the ad copy and the copy on your landing page to
which the ad hyperlinks. And here you can find the official
requirements for both:

https://www.facebook.com/policies/ads/#

As for Google, last month it started blocking ads that fail to
meet these standards:

The Initial Better Ads Standards

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***Don’t purge inactives from your email list***

The conventional wisdom has long been to zap people from your
e-mail list if they do not actively respond to offers. Now, a new
study from MailChimp suggests you should not.

MailChimp found that inactivity does not mean zero value. Just
because an online subscriber is inactive does not mean he will
remain so. In fact, many inactive subscribers eventually buy
again. And on average, about one-third of online revenues from
your elist will come from inactives.

Conclusion: Because keeping the inactives on your list is
relatively cheap, and inactives are 26% more likely to purchase
than non-subscribers, it makes good sense to leave people on your
list until they opt out.

Source: Today@TargetMarketing, 2/14/18.

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***6 ways to generate leads for consulting services***

Veteran consultant Daryl Gerke says he has used 6 basic methods
to generate sales leads for his consulting services:

1–Writing … articles, books, blogs, newsletters.
2–Speaking … local professional meetings, symposiums.
3–Networking .. professional organizations, directories, trade
shows.
4–Seminars … short tutorials to multi-day classes.
5–Internet … website, webinars, blogs.
6–Referrals … past clients, vendors, and others.

Though you don’t need to do them all, more are better than fewer.
“The more lines in the water, the better,” says Gerke. “This is
an exponential multiplier effect.”

Source: White Paper, “So You Want to be a Consultant,”
www.jumptoconsulting.com.

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***7 ways to add urgency to your copy–NOW!***

The most common omission I see in copy today is: no sense of
urgency. Urgency is important because, as top copywriter John
Forde says, “If you can’t give your prospects a push to act now,
you’re only inviting him to shelve the offer until later.
Translation: “never.” Some of John’s urgency hacks:

>> A deadline for your special offer.
>> Make the deadline more specific with date and time; e.g.,
“Midnight this Friday.”
>> A bonus for speedy reply.
>> A limited number of orders allowed.
>> A digital countdown timer on your web page.
>> A date stamp on a postal direct mail piece.
>> Stress the urgency in your P.S.
Source: John Forde, Special Report, “15 Deadly Copy Mistakes.”

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***Quotation of the month***

“Books are the building blocks of civilization, for without the
written word, a man knows nothing beyond what occurs during his
own brief years, and, perhaps, in a few tales his parents tell
him.”
–Louis L’Amour, “Education of a Wandering Man,” Bantam Books.

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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, email marketing campaigns, PR
materials, and webpages. 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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