Table of Contents
Introduction

Chapter 1

Targeting and Engaging Audiences

  • Identify your target market.
  • Trigger a receptive attitude.
  • Lure the prospect into the copy.
Chapter 2

Grab Attention

  • Give the reader news.
  • Convey a sense of urgency.
  • Warnings and alerts.
Chapter 3

Create a perception of super value

  • Appearance.
  • Quality.
  • Cost/benefit advantages.
Chapter 4

Underscore product advantages

  • Ease of use.
  • Superior performance.
  • Safety.
The Direct Mail Revolution
Chapter 5

Proof of effectiveness

  • Verify performance.
  • Correct misconceptions.
  • Performance improvements over earlier models.
Chapter 6

Calls to action (CTAs)

  • Lead generation.
  • Appeal to customer desire.
  • Get people to say yes.
Appendices

  • 8 fundamentals of persuasive writing.
  • How to create irresistible offers.
  • The secret of the 4 U’s.
BOB BLY

Robert W. Bly is an independent copywriter with 4 decades of experience. He has written copy for more than 100 companies including IBM, AT&T, Medical Economics, Praxair, and Forbes.

Bob is the author of 100 books including The New Email Revolution (Skyhorse) and The Digital Marketing Handbook (Entrepreneur).

His articles have appeared in many publications including Cosmopolitan, City Paper, Target Marketing, and Successful Meetings.

Awards include a Gold Echo from the Direct Marketing Association and AWAI Copywriter of the Year.

Bob has been interviewed on many radio and TV shows including CNBC and CNBC hard copy as well as featured in publications ranging from the New York Post to Nation’s Business.

The Direct Mail Revolution
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