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


Can you have too many keywords on your Web site?

Filed under: General — site admin @ 11:05 pm


Bob Bly’s Direct Response Letter: Resources, ideas,
and tips for improving response to business-to-business,
high-tech, industrial, Internet, and direct marketing.

May, 2005


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And 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.


***Avoid “keyword stuffing”***

In my last issue, I quoted an article from Catalog
Success that advised repeating keywords on your site
as often as possible, and in multiple places, so
search engine “spiders” can find them.

As soon as the issue came out, my friend and fellow
copywriter Nick Usborne e-mailed to let me know that,
in his opinion, Catalog Success’s advice is wrong.

“This is the worst possible advice you can give to
anyone about optimizing their site for the search
engines,” says Nick.

“It’s an element of what is referred to as ?keyword
stuffing’ and is either ignored by the search engine
algorithms or, in bad cases, your page and site will
be penalized. Worse still, it results in pages that
read very strangely to human visitors.”

“Using keywords too often on a page and in the
meta-tags is worse than not using them at all. The
frequency or otherwise of keywords on a page has
nothing to do with whether a spider will find the
page. And if a spider finds the page, it doesn’t need
a keyword repeated frequently in order to find it.”

To read more of Nick’s informative articles on SEO,
click below:


***Bob Bly’s new book is out!***

The book, written by legendary NYPD detective Bo Dietl
with Bob Bly, is titled “Business Lunchatations: How
an Everyday Guy Became One of America’s Most Powerful
CEOs … and How You Can, Too.”

Bo, who is a great guy, became famous when he and his
partner solved the Palm Sunday Massacre, one of NYC’s
most infamous murder cases. After retiring from the
force, he became a self-made multi-millionaire
entrepreneur. In this book, we share his 20 secrets
for attaining outrageous business success.

To order the book online, click below:


***DoubleClick reveals online advertising secrets
in new free report***

DoubleClick, a leading provider of marketing
solutions, has just published a new study titled
“Decade in Online Advertising.”

Based on custom data from Nielsen/NetRatings, the
DoubleClick study charts the rise, fall, and
resurgence of online ad spending over the last 10
years — and expounds upon current and future trends.
To get your free copy, click below now:


***Free e-zine of the month***

Are you looking for better ways to generate leads,
build customer loyalty, up-sell, cross-sell, or just
plain sell? Then “The Levison Letter” is for you!

Written by top copywriter Ivan Levison, this
idea-packed monthly e-zine is well worth your valuable
time. To subscribe, click below now:


***Upcoming speaking engagements***

–On May 5, 2005 at the Direct Marketing Association
of Washington (DMAW) 2005 Conference & Expo, I will be
giving two talks, “The One-Hour Formula for Creating
Successful E-Zines” and “The World’s Best-Kept
Copywriting Secrets.”

To register, phone 301-427-0050. Or visit

–On May 10, 2005, Business Marketing Association
(BMA) Executive Director Rick Kean and I will be
giving a presentation for the BMA NJ chapter, “Is
Marcom Dead?”

Based on a survey of 250 professionals, our talk
examines whether marcom will continue to exist as a
separate corporate function or department … and how
marcom professionals can prepare themselves for major
career changes ahead.

To register, call Ann Fody at 866-203-7830 (enter pin
8418 at prompt) or visit

–I will be conducting a weekend workshop, on the
ocean in Miami Beach, June 10-12, 2005 on “How to Make
$100,000+ a Year as a Freelance Copywriter.”

If you want to start or jump-start your copywriting
business, and boost your freelance income a guaranteed
$10,000 to $50,000 this year alone, click below now:


***Million-dollar proofreading tip***

Sloppy proofreading can cost you money. Example: the
French government had to destroy 162,000 bound copies
of the E.U. constitution because someone has inserted
a footnote describing the document as an “incoherent

But the more you have written and rewritten a
document, the more difficult it is for you to
proofread it carefully. Solution: proofread the
document backwards.

Why this works: reading backwards makes the text
meaningless and forces you to focus on each individual
word, enabling you to catch typos you would otherwise


***Quotation of the month***

“The Internet radically redefines a person’s
psychological relationship to time and space.
Attention is riveted on what is tangible, useful,
instantly available; the stimulus for deeper thought
and reflection may be lacking. Yet human beings have a
vital need for time and inner quiet to ponder and
examine life and its mysteries. Understanding and
wisdom are the fruit of a contemplative eye upon the
world, and do not come from a mere accumulation of
facts, no matter how interesting.”
–Pope John Paul II, Sunday, May 12, 2002

Source: Bill Boudouris,


***60-second commercial from Fern Dickey, Project Manager***

Bob is available on a limited basis for copywriting of
direct mail packages, 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, mailings, etc.), and if Bob
is available to take your assignment, we’ll tailor a
package of recent samples to fit your requirements.
Call Fern Dickey at 201-797-8105 or e-mail


Bob Bly
22 E. Quackenbush Ave.
Dumont, NJ 07628
phone 201-385-1220
fax 201-385-1138


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