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


Super-size your profits the Starbucks way

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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

January, 2008

You are getting this e-mail because you subscribed to it on or because you are one of Bob’s clients, prospects,
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Your subscription brings you one regular monthly issue, usually
at the beginning of the month, plus one or two supplementary
messages each week. These are typically either free tips or
personal recommendations for information products on marketing
or related topics. I review products before recommending them
and in many cases know the authors.

We do not rent or share your name with anybody. 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.


***A formula for writing stronger subject lines***

To improve your chances of getting your e-mails read by your
customers, get the meat of the message in the subject line.

The formula: subject + verb + object.

Too vague: Shipment coming.

Better: Blender parts shipped today.

Source: Customer Service Advantage, 10/19/07, p. 3.


***Jump-start your copywriting business for 2008***

For a limited time only, I am selling unlimited rights to all of
the forms and other documents I use in my copywriting business.

You get over five dozen of my sales letters … contracts …
agreements … phone scripts … forms … checklists …
copywriter’s roughs … ads … and other materials I’ve developed
and tested — at a cost of more than $25,000.

These materials have helped me earn millions of dollars as a
freelance copywriter. And at a price of less than $1.30 a
document, I’m practically giving the collection away. For more
information … or to order on a risk-free 90-day trial basis
… click here now:


***Is “click here now” old hat for Web pages?***

Adam Lasnik from Google says you can raise your site’s ranking
in Google by using descriptive key words in links.

Example: Instead of “click here now,” hyperlink the call to
action to a key word or phrase, e.g., “red widget.”

Lasnik also advises marketers to avoid using keywords
repetitively. Instead, he recommends focusing on just one or two
keyword concepts per page.

Source: DMA SEM Certification Program.


***Free report on how to write magalogs***

Have you ever found writing 16 and 24-page magalogs a bit scary?
Well, guess what? You’re not alone. I used to. And superstar
copywriter Carline Anglade-Cole did too.

But like me, Carline overcame her fears. And today, Carline Cole
is the undisputed queen of long-format copywriting —
specializing in magalogs and tabloids for alternative health.

For a limited time only, she is offering to send you a 26-page
Special Report, “How to Write Tabloids, Magalogs and Other
Monster Promos,” in which she shares the secrets that have
helped her write so many million-dollar controls.

Regularly $39.95, the report is yours free when you click on the
link below now:


***5 most important marketing metrics***

According to a Direct Marketing Association (DMA) study, the
most important metrics to measure – online and offline – are
sales, leads, revenues, response rates, and profits.

Among the least important: brand awareness and perception.

The study found that email and web sites had highest ROI. The
lowest ROI was mobile marketing.

Source: Levey, Richard, “Money Talks,” Direct, 10/07, pp. 27-28.


***Know where prospects are in their buying cycles***

According to Gary Elley of, you can tell
where your prospects are in the buying cycle by looking at the
key words they search.

“Those at the beginning of the buying cycle tend to search with
keywords and phrases that are one to three words long and
describe the niche in generic terms,” says Gary. These prospects
should be sent to pages giving them detailed product

On the other hand, prospects nearer to making a purchase
decision search with more specific terms and phrases including
brand names, models, or product numbers. These prospects should
be sent to a page where they can order the product.

Source: The Marketing Minute, 11/14/07,


***Create your first information product in just 60 minutes***

Want to get into information marketing, but are intimidated by
the idea of having to create a product?

Quickest and easiest product to start with: a 1-hour audio CD.

How to do it: interview a subject matter expert for an hour over
a conference line, then sell the recording as a CD, downloadable
MP3, or transcript.

Cost? An hour of your time, and none of your money – since you
can record it at no cost using this free conference line


***What a Nathan’s hot dog can teach you about marketing***

When Nathan Handwerker opened his first hot dog stand in Coney
Island, sales were slow, despite the price of a hot dog being
just a nickel.

Reason: the public believed rumors that hot dogs were made from
tainted beef, and stayed away.

Solution: Nathan hired good-looking young college men to stand
around his cart eating hot dogs. He had each student wear a
white lab coat and a stethoscope.

The public “ate it up.” They believed that these “customers”
were doctors, and if doctors were eating Nathan’s hot dogs, it
must be healthy. Sales skyrocketed.

To learn the full story on Nathan and the selling of hot dogs in
America and overseas, check out my new book “All American Frank:
A History of the Hot Dog” from PublishAmerica.

For more information or to order online, click here now:


***Super-size me***

Why do so many fast-food chains push their super-size meals?
Because larger sizes command higher prices. Yet the increase in
cost of goods is minimal, resulting in fatter profit margins.

Example: when Starbucks eliminated the 8-ounce size, the new
“small” — a 10-ounce cup — increased profits by 25% per cup.
Added cost of product? Only 2 cents per cup.

Source: Fast Company, 11/07, p. 40.


***Quotation of the month***

“Ignorance is no crime. To call somebody ignorant is no insult.
All of us are ignorant of most of what there is to know. If I
tell somebody who believes the world is 6,000 years old that is
he ignorant, I am paying him the compliment of assuming that he
is not stupid or insane.”
–Richard Dawkins

Source: Scientific American, 7/07, p. 89.


***A constant stream of fresh news and content for your Web

My former Web master, Peter DeCaro, has created an exciting new
technology designed to automatically and continually display
fresh relevant content on any of your Web sites.

Pete’s system gives you a continuous news feed to a window on
your site, so you are always giving visitors the latest news and
developments in your field. Not only does all that new content
generate loads of targeted traffic. But it also gives your
visitors a reason to return again and again.

All the content is continually uploaded to your site through the
system — without you having to write anything or do any work.
Best of all, there are no syndication “fees.” All the content is
yours free for the taking!

Click below to find out more:


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

Bob is available on a limited basis for copywriting of landing
pages, white papers, direct mail packages, sales letters, e-mail
marketing campaigns, PR materials, feature articles, and Web
sites. We recommend you call for a FREE copy of our updated
Copywriting Information Kit. Just let me 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


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