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


Bill Jayme’s 7 copywriting secrets

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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 marketing.

July, 2008


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Your subscription brings you one regular monthly issue, usually
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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.


The Easiest and Most Profitable Product to Sell Online:


***Best season for online marketing***

Do you sell clothing, records, jewelry, collectibles, crafts,
toys, pet items, books, or other merchandise that can be given
as a gift?

Then you can increase your marketing ROI by doing more of your
paid traffic generation campaigns – co-registration,
pay-per-click advertising, e-mail marketing – during the peak
holiday season.

Reason: according to a survey of 100 e-commerce sites,
conversion rates from Thanksgiving to New Year’s Eve average
6.44% vs. only 3.89% during the previous 2 months – an increase
of 65%.

Source: Internet Retailer, 6/08.


***Market your freelance creative services***

The Creative Freelancer Conference, slated for August 27-29,
2008 in Chicago, is the first and only business conference for
self-employed creative professionals, serving graphic, web and
interactive designers, photographers, copywriters, illustrators
and anyone else who fits the bill of “creative solopreneur.”

A panel of creative-business experts, led by Ilise Benun and
Peleg Top, will share best practices for pricing, marketing,
building client relationships, crafting proposals and contracts,
maintaining a work/life balance and other skills critical to
freelance success.

For more information and to register at the Early Bird Discount
rate (deadline: 7/15/08), click below:


***Bill Jayme’s 7 copywriting secrets***

Bill Jayme was one of the greatest direct mail copywriters of
the 20th century, specializing in writing DM packages to sell
magazine subscriptions.

You can read his 7 tips for writing winning DM copy here:

You’ll also learn about how you can preview a massive “swipe
file” containing hundreds of Jayme’s most successful DM packages
– the most valuable and educational collection of winning sales
letters I’ve ever read:


***5 best practices for e-newsletter publishers***

I use Constant Contact to broadcast my e-zine and e-mail
marketing magazines to my opt-in e-list of over 50,000 names.

Annette Iafrate, an executive with Constant Contact, gives the
following smart and sensible tips for improving e-mail marketing

1—Use your own permission-based list.

2–When people sign up, let them know what kind of e-mails they
will receive from you and when they will get them.

3—Keep your list up-to-date by removing inactive subscribers or
sending them a one-time e-mail asking them to confirm their

4—Determine the optimal frequency by asking yourself how
frequently your customers think about or use your product.

5—Keep your content fresh, useful, and relevant.

Source: Target Marketing, 6/08, p. 40.


***Give a great talk every time you speak in public***

My new book (#73), “Persuasive Presentation for Business,” is
being published this month by Entrepreneur Press.

The publisher’s copywriter wrote for the jacket copy that the
book “reveals presentation tricks, successful secrets, and
surefire techniques for organizing and delivering a superior
presentation” – based on giving hundreds of talks to thousands
of listeners since 1982.

For more information or to order, click here now:


***Maximum length for subject lines***

Many e-mail readers cut off subject lines at 45 or 50
characters. But yours should be even shorter.

Reason: a study by MailerMailer shows that e-mails with subject
lines of 35 characters or less have an average click-through
rate (CRT) of 3.8%.

By comparison, e-mails with subject lines over 35 characters
have an average CRT of only 2.1%.

Source: Catalog Success, 6/08, p. 37.


***Free marketing secrets of a candy genius***

Ted Nicholas, an enormously successful entrepreneur, got his
start selling fudge.

He became rich and famous by successfully selling hundreds of
other products — for his own businesses and his copywriting

I asked Ted if he’d share his marketing wisdom with my
subscribers for free.

I thought he might let me reprint an excerpt from one of his
newsletter articles.

But to my amazement, he gave me permission to offer you –
absolutely FREE – 4 of his most valuable marketing reports:

>> Free Special Report #1: Magic Transitions: 97 Magic Phrases
That Almost Compel Readership – The writer’s perfect tool, Value

>> Free Special Report #2: How to Write Killer Copy – A
word-for-word transcript of an interview done in Switzerland
where Ted reveals secrets never before disclosed, Value $50

>> Free Special Report #3: Lucky 13 Secrets of a Successful
Order Form – Whether online or offline, invaluable tips on
creating an order form that sells, Value $35

>> Free Special Report #4: The World’s Best and Most Ideal Job
— Discover the secrets to a perfect career, Value $35

The total value of the reports above is $174. But for this week
only, you can get all 4 reports FREE when you click on the link
below now:


***Networking with name tags***

To get the crowd networking at your event, give out name tags.

Usually name tags state the person’s name, company, and city and

Here’s a way to help attendees start conversations: add a line
on each name tag with a piece of information the person must
complete – e.g., favorite food, sports team, season, or pet.

Why it works: you can use this favorite item as a way to break
the ice, commenting on it to the tag wearer – e.g., “Your
favorite drink is vodka? Me too. What’s your brand?”

Source: SIPA Marketing Conference, Washington DC, 6/1/08.


***Make your web site fun and useful***

According to Dianna Pohly, a custom engagement expert, you can
create buzz and traffic at your site by offering functionality
that is fun or useful.

For example, Oxygen magazine added a feature to their site that
visitors could use to send e-mail to a friend’s cell phone.
Result: a 30% increase in site traffic lasting for 3 days.

Useful content works offline, too. Hannaford Supermarkets
published and gave away a food magazine – with original recipes
— in its stores every other month.

They reported that 65% of shoppers read the magazine – and of
those, 40% purchased new products they had not previously


***Quotation of the month***

“Work is a privilege. It’s a privilege to be able to do what you
love to do and be good at it. My hobby is my work, and my work
is my hobby. That’s the secret. There’s no distinction.”
–Les Paul, guitar legend

Source: AARP, 4/08, p. 77.


***Recent copywriting projects (just a sampling)***

Direct mail promotion for U.S. Charts … magalogs for TradeWins …
DM package for NutriPlus … e-mail for ExecuNet … PR for ePost
Direct … online copy for Acom … e-mail for Wellness Research …
DM and online copy for Dalbey Education … e-mail for Forbes …
radio spots for Advanced Financial Services … DM for Capital
Financial Media … sales letter for Jason Henry Insurance Agency
… Web copy for Savvysoft … landing page for University
Publishers … Web copy for Sussel Builders … e-mail marketing for
Early to Rise … landing page for Dremu … DM for Elite Stock
Report … brochure for R Tape … landing page for Casey Research …
and many others.


***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 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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