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


Make sure your key words match

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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

July 2007


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to forward this issue to any peers, friends and associates
you think would benefit from its contents. They will thank
you. So will I.


***”Key word continuity” increases online conversion

Key word continuity simply means making sure that the main
key word or phrase used in the headline of your online ad ?
or in the subject line of your e-mail ? also appears on the
headline of the landing page the ad or e-mail hyperlinks

Why is this important? It assures the reader that his click
has brought him to the correct landing page ? one that
features the same product or offer that enticed him to
click through in the first place.

Worst mistake you can make: hyper-linking product or
offer-specific online ads and e-mails to your home page
instead of a landing page that talks specifically about
that product or offer.

Almost as bad: linking to a landing page that promotes the
right product but fails to even mention discounts,
premiums, or other special offers promised in the e-mail.


***Do “vanity” 800 phone numbers work?***

Response rates to radio commercials increase on average 58%
when you use a “vanity” 800 number ? a letter-based number
that spells out a word describing what you?re selling ?
e.g., “800-SALAMI” — instead of a numeric toll-free

Reason: even thought a vanity number is more difficult to
dial (because you’re unused to dialing by letter), it’s
easier to remember, especially important since many people
hear your radio commercial while driving and do not have a
pen and paper to write the number down.

Source: “Quick Hits,” Fuel, 5/07, p. 2.


***Beware of using colloquial English when writing copy for
overseas markets***

Coors put its slogan, “Turn it loose,” into Spanish, where
it was read as “Suffer from diarrhea.”

Clairol introduced the “Mist Stick”, a curling iron, into
Germany only to find out that “mist” is slang for manure.
Not too many people had use for the “manure stick.”

In Chinese, the Kentucky Fried Chicken slogan
“finger-lickin’ good” came out as “eat your fingers off.”

Source: Aimee F. Schenkel, Esq.


***Tip: choose file names wisely***

When naming files, use descriptive names that are
meaningful to people who download and work with those
files, not just to you.

Example: one of my e-book writers turned in a Word file
titled “Blyebook.”

That makes sense to him, because my name is Bly and the
project is an e-book.

But on my hard drive, that file name is generic: all my
e-books are e-books … and all my writers write for Bly.

Better of course, would be the subject of the e-book with a
suffix indicating the type of document, e.g.,


***Master software better and faster***

Imagine buying a beautiful sports car… and never driving it
over 25 miles an hour. Now imagine buying a supercharged
new computer… and using it like a typewriter. Your computer
can do more — but who has the patience to muddle through
instruction manuals?

Now you don’t have to… there’s an affordable library of
training videos that makes learning 11 popular programs as
easy as watching a movie. You’ll learn tricks and
techniques that’ll get your computer working as hard as you
do. If you decide to give it a no-risk try, save $30 by
using discount code 30BLYNL:


***Tips for page layout and design***

When setting type for e-books and other PDF or print
documents, be sure to eliminate the following mistakes that
distract readers and decrease comprehension:

* Paragraphs ending in very short words or word fragments.

* Too many hyphens in a row.

* “Word stacks” ? the same word repeated in multiple lines
in a paragraph and happening to land one above the other.

* Overly tight or loose lines.

* Words that hyphenate at the bottom of a right-hand page
so the reader has to think about what the ending may be as
they turn the page.

Source: Michele DeFilippo,


***Is reading dead? Not quite yet….

Just when I think books and reading have become obsolete,
the American public proves me wrong ? bless their hearts.

According to an article in the New York Post (5/23/07),
Americans spent $24.2 billion on books in last year … the
same amount of books they bought the year before that.

That’s more than twice what Americans will spend at the box
office going to movie theaters.


***Free report: 7 Proven Profit Triggers For E-mail
Copywriters ***

My friend Doug D’Anna is one of the world’s most successful
? and highest paid ? freelance copywriters specializing in
selling financial newsletter subscriptions.

Over the last 2 years, his clients have sent out more than
50 million of his emails. In his just released report, “7
Proven Profit Triggers for E-mail Copywriters,” you’ll
discover the simple copy techniques he’s using that could
supercharge your online marketing efforts, too.

It’s yours ? absolutely free ? when you sign-up to his
pitch-free “A-list” e-letter for copywriters, marketers,
and entrepreneurs. To claim your free report, click below


***Quotation of the month***

“When it comes to copywriting, everybody is an expert. From
an early age, we are all taught to write words. Everything
we do and communicate uses words, for example essays,
tests, and term papers. Everyone by nature is somewhat a
–Joseph Cupani, Chief Creative Officer, Unit 7

Source: Cupani, Joseph, “Everyone’s a Critic of Great
Copy,” DM News, 2/17/07, p. 10.


***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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