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


Bob?s new book is out!

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Bob Bly?s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, and direct

May, 2006


You are getting this e-mail because you subscribed to it on or because you are one of Bob?s clients,
prospects, seminar attendees, or book buyers. If you would
prefer not to receive further e-mails of this type, go to, enter your e-mail address, and hit

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.


***Are your customers seeing red? If not, let them!***

Colors in products, packaging, and advertising can have a
tremendous effect on sales, notes Louis Cheskin, director
of the Cheskin Color Institute, in his classic book ?The
Cheskin System for Business Success? (Frederick Fell

For instance, a roadside restaurant was failing. So the
owner changed the color of its sign — ?hot food served
around the clock? and the building?s roof — from blue to
red. Result: business increased almost 300%. Concludes
Cheskin, ?The word ?hot? in red is not the same as ?hot? in

Actions to take: try using red in the headlines of your
landing pages and on the outer envelope teasers of your
direct mail package. Do you notice a lift in response?


***Bob Bly?s latest book ? hot off the press!***

The folks at MeritDirect Press have just released my new
book, ?Bly on Direct Marketing.? It collects my best how-to
marketing articles from DM News, Subscription Marketing,
Mequoda Library, and other publications ? especially on
subscription marketing and Internet marketing.

?In the book, I see at least 50 gems Bob has used to grow
our profits over the years,? says Phil Ash, President of
the National Institute of Business Management. ?Yet there?s
another 200 or so ? I can?t wait to give them all a try.?

For more information or to order the book, click here now:


***What?s working in Google Adwords?***

At his recent weekend Google Adwords seminar, Perry
Marshall gave a list of tactics he said are worth testing
in your pay-per-click ad copy:

1. Celebrities (e.g., ?As seen on Oprah?).
2. Famous phrases (i.e. clich?s).
3. Words and phrases that evoke sounds (e.g., ?Blam!?).
4. Question marks, dashes, and hyphens.
5. Claims to fame (e.g., ?voted best product?).
6. Controversial claims (i.e., bold-faced statements).
7. Suggest specific procedures or immediate actions.


***Can you write a simple product success story?***

Interested in a freelance writing niche where there is
little competition, the demand is high, the money is very
good, and the projects are fun and relatively easy to

Thousands of companies need ?case studies? (customer
success stories) written. Yet, case study writers are in
short supply. To learn everything you need to know to get
your share of this fascinating and lucrative market, click


***Become an ?instant guru?***

The busiest, richest, and most successful people are
usually those who have become the ?guru? or recognized
expert in their niche.

People like: Dr. Phil (relationships), Tony Robbins (self
improvement), Tom Hopkins (selling), and Peter Drucker

How can you become a guru in your field? Here are 5 proven

1. Write articles about your area of expertise for
publications read by your target market (e.g., industry
trade journals, association newsletters).

2. Write a book on your topic. That way, you become the
person who ?wrote the book on it.? And isn?t that who
people turn to first?

3. Give speeches and lectures on your topic ? preferably at
venues where potential clients will be in attendance.

4. Publish a free e-newsletter on your topic. Build a
responsive e-list by offering a free subscription in
exchange for the reader?s e-mail address.

5. Create a content-rich Web site ? packed with articles,
links, and other resources relating to your field or

Fred Gleeck and I recently produced a new home study
course. It teaches you how to quickly and easily become a
recognized guru in your field using these and other

For details, click below now:


***Recommended vendor of the month***

?Taguchi testing? is a method of rapidly testing lots of
variables on a landing page ? e.g., headline, logo,
graphics, lead, body copy ? to make each component stronger
and thereby incrementally increasing conversion rates with
every change.

If you want to try Taguchi testing, the top expert you
should consult with is David Bullock. He?s got both the
expertise and the software tools to set up, conduct, and
interpret the results of a Taguchi test on your landing
page quickly and efficiently.

You can e-mail David at, visit his
Web site at, or call 615-867-3424.
Tell him I sent you.


***Quotation of the month***

?Settle for second (or third or sixth) best. In any life
endeavor, there can be only one number one. Relax and enjoy
being one of the thousands who fall short ? misery is the
ultimate result when we link our sense of achievement to
other people?s failures.?
–Paul Pearsall, ?The Last Self-Help Book You?ll Ever Need?
(Basic Books, 2005)


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

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


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


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