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TABLE OF CONTENTS  
When Writing Your Catalog Copy, Keep in Mind These Six Reasons Why Business Customers Buy From Catalogs ...................................................... 3
A Good Catalog Tells and Sells With Copy Basics ........................................ 6
10 Ways to Organize Your Catalog .............................................................. 9
Tricks of the Trade: 5 Ways to Make Your Catalog Pull More Orders ........ 11
Tricks of the Trade: 5 More Sales Boosters For Your Catalog ..................... 13
How To Prepare To Write Your Catalog Copy .............................................. 15
How To Write Catalog Copy and Avoid “Writer’s Block”.............................. 17
How To Write Effective Catalog Copy ........................................................... 19
In Catalog Copywriting, the Selling Starts On the Cover ............................. 21
Start Selling on Your Catalog Cover: Three More Ways to Generate Sales 23
How To Select the Right Writer for Your Catalog ........................................ 24
Where Will You Get Your Next Idea? It’s In Your Mailbox ......................... 26
How To Determine Your Proper Copy “Tone”............................................... 28
Should Catalog Copy Tell the Truth?.............................................................. 30
It Pays To Become a Student of Marketing .................................................. 33
Use “Different Guidelines” For Insert Copy ................................................. 36
Guidelines For “Insert” Copy: How To Handle the Competition ................. 37
Advertising in Industrial Directories Pays Off .............................................. 39
Use These Special Techniques To Write Your Space Ad For Industrial Directories .................................................................................................... 40
Freelance Or In-House Copy: How To Decide ............................................. 42



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Section 1 Ten Ways to Improve Your Technical Writing ............................ 3
Section 2 Why Engineers (and Many Other Business People)Can’t Write 9
Section 3 How to Write Business Letters That Get Results ........................ 19
Section 4 Improving Your Technical Writing Skills ..................................... 25
Section 5 The Key to Great Inquiry Fulfillment ........................................... 29
Section 6 On Target Advertising .................................................................. 36
Section 7 How to Write a Good Advertisement ........................................... 45
Section 8 7 Ways to Create Business Publication Advertising That Gets Results ........................................................................................................... 49
Section 9 How to Write More Effective Product Brochures ........................ 52


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Section 1 How to Prepare for a Copywriting Assignment .......................... 3
Section 2 The Fundamentals of Persuasive Writing ................................... 6
Section 3 Features before Benefits ............................................................. 23
Section 4 How to Write a Good Advertisement .......................................... 28
Section 5 The Magic of False Logic.............................................................. 35
Section 6 How to Write Subject Lines That Get Your E-mail Opened and Read .............................................................................................................. 38
Section 7 Reach Your Prospects on a Deeper Level: The BFD Formula
for Uncovering Your Customer’s Core Buying Complex .............................		 40
Section 8 Tips on Using Testimonials .......................................................... 44
Section 9 Does Long Copy Work Better Than Short Copy? ....................... 50
Section 10 Is There Too Much Hype in Direct Marketing Copy Today? .... 53


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Section 1 10 Steps to Online Marketing Success ....................................... 3
Section 2 Breaking into Your Prospect’s E-mail “Inner Circle” ................. 6
Section 3 Write, Design, and Publish Your Own Free E-zine ..................... 9
Section 4 8 Affordable Ways to Drive Traffic to Your Web Site ................ 12
Section 5 How to Build Your E-zine Subscriber List
Rapidly and Inexpensively Using “Safelists” ..............................................		 15
Section 6 How to Help Search Engines Find Your Site ............................... 18
Section 7 What Works Best in E-Mail Marketing:Long or Short Copy? ...... 21
Section 8 Selling Newsletters with Online Conversion .............................. 27
Section 9 15 Tips for Writing Internet Direct Mail That Works ................. 33
Section 10 12 More Tips for Writing Internet Direct Mail That Works ...... 36
Section 11 Traditional vs. “Guerilla” Online Marketing .............................. 39
Section 12 Web Sites Must Meet Marketing Objectives and Many Don’t ... 42


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Section 1 10 Steps to Successful Software Direct Mail ............................ 3
Section 2 Stalking the Perfect High-Tech Sales Brochure ........................ 12
Section 3 Selling Technology to Senior Management, End Users,
and Other Nontechies .................................................................................		 24
Section 4 Promote the Heck Out of High-Tech Products .......................... 27
Section 5 Taking the Mystery Out of High-Tech Direct Mail ..................... 29
Section 6 How to Sell Software by Mail ..................................................... 39
Section 7 20 Secrets of Selling Software in Print ..................................... 43
Section 8 Six Things I Know for Sure About Marketing to Engineers ....... 45
Section 9 Ten Tips for Better User Manuals .............................................. 49


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Section 1 How to Write Subject Lines That Get Your E-mail Opened and Read .............................................................................................................. 3
Section 2 How to Build Your E-zine Subscriber List Rapidly and Inexpensively Using “Safelists” ................................................................. 5
Section 3 Reach Your Prospects on a Deeper Level:The BFD Formula for Uncovering Your Customer’s Core Buying Complex................................... 8
Section 4 Breaking into Your Prospect’s E-mail “Inner Circle” ................ 12
Section 5 Persuasion Secrets of the Top Marketing Pros .......................... 14
Section 6 Does the Printed Word Matter in the Internet Age? .................. 17
Section 7 How to Help Search Engines Find Your Site .............................. 21
Section 8 10 Steps to Online Marketing Success ...................................... 24
Section 9 The Magic of False Logic ............................................................. 27
Section 10 Traditional vs. “Guerilla” Online Marketing ............................ 29
Section 11 Reality in Advertising ............................................................... 32
Section 12 9 Strategies for Improving Your Outer Envelope ................... 36
Section 13 Write, Design, and Publish Your Own Free E-zine ................. 40
Section 14 10 Marketing Books Actually Worth Reading .......................... 43


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Section 1 What Makes Business-to-Business Marketing Different than Consumer?..................................................................................................... 3
Section 2 6 More Ways Business-to-Business Marketing is Different
than Consumer Marketing............................................................................. 		5
Section 3 Business Buyers are Looking for Personal Benefits ................... 8
Section 4 23 Tips for Creating Business-to-Business Mailings That Work 12
SSection 5 Estimating Response to Business-to-Business Direct Mail ...... 17
Section 6 50 Lead-Generating Tips ............................................................. 20
Section 7 Six Things I Know for Sure About Marketing to Engineers ........ 24
Section 8 10 Tips for Writing More Effective Industrial Copy .................... 28
Section 9 How to Write More Effective Product Brochures ........................ 35
Section 10 Can’t Find Good Newsletter Items? Here are 29 Good
Places to Look .............................................................................................. 		41
Section 11 Ten Ways to Stretch Your Advertising Budget ......................... 44


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Section 1 Avoid These 5 Common Mistakesin Newsletter Subscription Marketing ...................................................................................................... 3
Section 2 What Premiums Work Best in NewsletterSubscription Marketing? .................................................................................................... 6
Section 3 6 Common Reasons Why Newsletters Fail ................................. 10
Section 4 Making Your Offer Make Sense ................................................... 14
Section 5 How to Overcome Price Resistance When Selling High Priced Information Products ................................................................................... 17
Section 6 10 Tips for Increasing Response to Direct Mail Packages
Selling Directories ........................................................................................		 21
Section 7 Enhancing Your Credibility with Your Subscribers .................... 23
Section 8 Deciding What to Insert with the Sales Letter in Your DM Package ........................................................................................................ 25
Section 9 5 Profitable Advance–Renewal Approaches .............................. 26
Section 10 Make Your Newsletter the One They Can’t Live Without ........ 28
Section 11 How to Sell Information in the “Information Age” .................. 32
Section 12 Subscription Premiums – What’s Working and What’s Not .... 36


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Section 1 Maybe You Should Write a Book ................................................ 3
Section 2 Finding a Good Idea for Your Book ............................................ 9
Section 3 The Bulletproof Book Proposal ................................................... 10
Section 4 Using Positioning to Sell Your Book ........................................... 29
Section 5 What to Do When Your Book Goes Out of Print ......................... 32
Section 6 Make $10,000 a month Selling E-books .................................... 43
Section 7 Write, Design, and Publish Your Own E-Zine ............................. 46
 


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Section 1 Improving Your Listening Skills ................................................. 3
Section 2 Improving Your Interpersonal Skills.......................................... 8
Section 3 10 Ways to Get More Done in Less Time ................................... 13
Section 4 How to Give a Successful Presentation ..................................... 19
Section 5 The Case Against PowerPoint .................................................... 22
Section 6 Practical Techniques for Producing Profitable Ideas ................ 25
Section 7 8 Ways to Improve your Managerial Skills ............................... 31
Section 8 Improving Your Telephone Skills ............................................... 37
Section 9 Improving Your Reading Efficiency and Skills ........................... 42
Section 10 How to Improve Your Negotiating Skills ................................. 45
Section 11 Ten Ways to Reduce Stress on the Job ................................... 50
 


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Section 1 Getting Feature Stories Published in Trade Journals ................. 3
Section 2 Use Smart PR to Unearth Prospects ........................................... 14
Section 3 Can’t Find Good Newsletter Items? Here are 29 Good Places
to Look ........................................................................................................... 		17
Section 4 Tips on Using Testimonials .......................................................... 20
Section 5 How to Give a Successful Presentation ...................................... 26
Section 6 The Bulletproof Book Proposal .................................................... 29
Section 7 Finding a Good Idea for Your Book ............................................. 40
Section 8 How to Write Business Letters That Get Results ........................ 50
 


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The Silver Rule of Marketing ....................................................................... 3
31-derfully Simple Ways To Make Your Ads Generate More Inquiries .... 6
Yours Free: 4 Steps to Selecting a Winning Premium .............................. 9
The Motivating Sequence ............................................................................ 12
50 Lead-Generating Tips ............................................................................. 16
What My Dad Taught Me About Yellow Pages Advertising ........................ 20
10 Ways to Improve Your Trade Show Direct Mail .................................... 23
The Key to Great Inquiry Fulfillment .......................................................... 29
Increase You Flow of Sales Leads with a "Bait Piece" .............................. 36
The Power of FREE ....................................................................................... 38
Visibility From PR is Nice, But Orders Are Better ....................................... 41
The Takeaway Close .................................................................................... 44
Estimating Response to Business-to-Business Direct Mail ....................... 47
5 Ways to Capture E-mail Addresses of Landing Page Visitors ................ 51
 



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The Easiest Way Ever to Convince Skeptical Buyers
to Do Business With You..............................................................................		 1
Increase Your Flow of Sales Leads With a "BAIT PIECE" ........................ 3
Mailing The Same Piece Twice: Should You or Shouldn't You? ............... 6
"OFFER MAGIC": How to Increase Response Up to 1,000% –
Just by Changing Your Offer! ..................................................................... 		9
The Second-Most Powerful Word in Direct Marketing:
The Magic of a Dollar ................................................................................... 		11
Three Things You Must Know About Mailing Lists
Before You Do Direct Mail ...........................................................................		 15
The Most Amazing Fact About Fundraising Can Help Make Any
Direct Mail Promotion More Successful – Including Yours! .....................		 18
The 4 Levels of Marketing Competence ..................................................... 20
Show Your Warts: An Honest Way To Make a Buck ................................. 22
What My Dad Taught Me About Yellow Pages Advertising ....................... 25
How To Dramatically Increase Your E-mail Marketing Revenues by Becoming Part of Your Prospect's "E-MAIL INNER CIRCLE" ................... 27
Creating a Powerful, Memorable "UNIQUE SELLING PROPOSITION" .... 32
The 4 Levels of Features and Benefits ...................................................... 35
Avoid The Market Research Trap ............................................................... 39
What F. Scott Fitzgerald Can Teach You About
Getting Free Publicity by Being Argumentative .......................................		 41
Mad? Well, FU! ............................................................................................ 44
The Silver Rule of Marketing ..................................................................... 47
 


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Section 1: Avoid This Common Mistake When Creating Your
Guarantee....................................................................................................		 1
Section 2: Why Spend Money Advertising? Just Give it to Your
Customers Instead .....................................................................................		 3
Section 3: Overcoming “Sticker Shock” When Selling High-Priced Products ..................................................................................................... 6
Section 4: When You Want Customers to Buy, Tell Them They Can’t ...... 9
Section 5: Close More Sales by Quoting a Price Your Buyer Can Afford.... 11
Section 6: The Power of FREE...................................................................... 15
Section 7: How to Attract New Business Like a Magnet............................ 18
Section 8: How to Determine Whether Your Business Idea Will Fly........ 20
Section 9: What Donald Trump Can Teach You About Direct Marketing..... 22
Section 10: In Marketing, Flattery Will Get You Everywhere – As Long
As It’s Sincere ..............................................................................................		 25
Section 11: A Low-Tech Marketing Secret for Home-Based Entrepreneurs: Have a Separate Phone Line for Your Business Your Prospect's "E-MAIL INNER CIRCLE" ............................................................ 28
Section 12: The Awful Truth About Business Cardsl, Memorable "UNIQUE SELLING PROPOSITION" .......................................................................... 31
Section 13: Marketing Secrets from the Grave......................................... 35
Section 14: Mad? Well, FU!arch Trap ......................................................... 39
Section 15: Marketing with a Personal Touch............................................ 41
Section 16: 5 Ways to Command Premium Prices for Your Products or Services........................................................................................................ 44
Section 17: Want to Succeed in Business? Think Small! of Marketing ..... 47
 

The Psychology of Selling and Marketing
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Section 1: What Bear Hunting and the Daily News Can Teach You  About Writing More Honest Copy ............................................................... 2
Section 2: Must-Have vs. Nice-to-Have ..................................................... 5
Section 3: Competition? What Competition? ............................................. 8
Section 4: What’s Wrong With Direct Marketing Today? .......................... 10
Section 5: What Harry Potter Can Teach You About Writing Great Copy. 14
Section 6: Writing Great Copy: Where Do You Start? ............................... 17
Section 7: Improve Copywriting with “Experience-Based Empathy”....... 21
Section 8: In Copywriting, a Lot of Knowledge is a Dangerous Thing...... 25
Section 9: Selling the “Non-Obvious Benefit” ........................................... 28
Section 10: The Psychology of Pricing ....................................................... 31
Section 11: How to Lie with Statistics ....................................................... 35
Section 12: Are White Papers Dead? ......................................................... 37
Section 13: The More You Learn, the More You Earn ............................... 41
Section 14: The Most Important Part of Marketing................................... 44
Section 15: The Trouble with Cold Calling ................................................ 48
Section 16: Don’t Fall Into This Marketing Trap ....................................... 51
About the Author ......................................................................................... 54
 

The Psychology of Selling and Marketing
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Section 1: The Most Common Online Marketing Mistake—and One Easy Way to Fix It ................................................................................................ 3
Section 2: Marketing with a Personal Touch ............................................. 6
Section 3: The World’s Worst Pricing Strategy for Service Firms ........... 10
Section 4: 5 Ways to Command Premium Prices for Your Products or Services ........................................................................................................ 13
Section 5: What David Oreck Can Teach Mickey D’s About Selling More Hamburgers ................................................................................................. 16
Section 6: What Words Sell Best? .............................................................. 19
Section 7: How to Create a More Moving Experience for Your Customers in Your Marketing ........................................................................................ 22
Section 8: Want to Succeed in Business? Think Small! ........................... 25
Section 9: The Most Important New Year’s Resolution You Will Ever Make ............................................................................................................. 29
Section 10: Which of your customers are in a hurry? All of them! ........ 32
Section 11: Speak and Get Sales Leads .................................................... 35
Section 12: The Worst Internet Marketing Mistake I Ever Made—and How to Avoid It ........................................................................................... 39
Section 13: Don’t Rush Your Bill ............................................................... 42
Section 14: 3 Easy Ways to Write Money-Making E-mail Marketing Messages ..................................................................................................... 45
Section 15: Marketing With the “Next in Line” Principle ........................ 48
Section 16: The Most Important Piece of Equipment Any Marketer Can Own ............................................................................................................. 51
About the Author ........................................................................................ 54
 

Maverick Marketing
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Section 1: The Magic of “Reciprocity” ........................................................ 3
Section 2: Should You Charge Vendors for Client Referrals? ................... 5
Section 3: When is it Time to “Put the Meter Down”? .............................. 8
Section 4: Don’t You Hate It When a Customer Asks for Her
Money Back ..................................................................................................		 11
Section 5: A Low-Tech Way to Prevent Customers from Illegally
Copying Your Information Products ..........................................................		 15
Section 6: Avoid This Common Mistake When Creating Information Products ....................................................................................................... 18
Section 7: 10 Tips for Increasing Landing Page Conversion Rates ........ 21
Section 8: Are White Papers Dead? ........................................................... 25
Section 9: The Most Amazing Fact About Fundraising Can Help Make
Any Direct Mail Promotion More Successful— Including Yours ..............		 29
Section 10: Show Your Warts: An Honest Way to Make a Buck ............. 31
Section 11: Free Gifts: A Proven Marketing Gambit That Almost
Never Fails ..................................................................................................		 33
Section 12: Is Exhibiting at Trade Shows a Waste of Time?
Without a Good ROI, Yes ...........................................................................		 36
Section 13: Avoiding Sticker Shock .......................................................... 39
Section 14: Avoid the Market Research Trap ........................................... 41
Section 15: Confessions of a Mail Order Rip-Off Artist ............................ 44
Section 16: You Have to Understand the Prospect… Not the Other
Way Around ................................................................................................		 47
About the Author ........................................................................................ 50
 

Maverick Marketing
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• How to get old customers to start doing business with you again.  
• Repackaging your services to accommodate reduced budgets in a slow economy.  
• Building loyalty by adding value to existing offers.  
• Cut marketing costs with these online marketing techniques.  
• Pricing to sell in a soft economy or recession.  
 

Bob Bly Copywriter
22 East Quackenbush Avenue, 3rd Floor, Dumont, NJ 07628
Phone (201) 385-1220, Fax (201) 385-1138
email: rwbly@bly.com