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


Facebook leads; using SlideShare; e-book covers

Filed under: Newsletter Archive — site admin @ 7:40 am


Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct marketing.
August 1, 2013


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***When it’s OK to sell products to your subscribers***

How long should you wait before you include links to offers in
your e-mails to your subscribers? According to Internet
marketing guru Terry Dean, you shouldn’t wait at all.

“Send them links to product sales pages immediately, on day
one,” says Dean. “That’s why your list is there. If your products
and services are the best choice for your ideal clients, then you
owe it to them to share your solutions.

“There is another reason to convert people who subscribe to your
e-list from freebie seekers to buyers sooner rather than later: 90%
of those subscribers who buy something from you will do so within
90 days of joining your list. Therefore it behooves you to get new
subscribers to buy something right away.

Terry says you should include a link to your products in almost every
e-mail. That, I don’t do. I send 4 e-mails a week. Two are sales
e-mails with links to product pages. Two are pure content.

My rule of thumb: at least 50% of your e-mails should be content. If
I have a product relevant to the content message, I may put the link in
a PS.


***Generating Facebook leads with photos***

According to HubSpot, photos on Facebook pages receive 53% more
likes than the average post. And this year Facebook removed a
clause from Facebook Pages prohibiting users from using
calls-to-action on photos or in photo captions. So now you can
turn photos into lead-generation opportunities by including a
link back to your web site or landing page.

Source: HubSpot White Paper, “How to Generate Leads Using


***OK, so I was wrong about blogs–maybe***

In November 2004 or thereabouts I wrote a couple of articles for
DM News saying I thought blogs were worthless and ridiculous, a
complete waste of time.

These statistics would indicate I was wrong: According to
HubSpot’s 2013 State of Inbound Marketing Report, companies that
blog 20 times per month get five times more traffic than those
that blog less than four times per month.

HubSpot also reported that 80% of marketers with a company blog
reported positive inbound ROI for 2013. These organizations are
likely implementing a number of inbound marketing tactics with a
blog being one.

But don’t believe everything you read. One of my colleagues, a
prominent Internet marketer, wrote and posted a new blog entry
almost every other day. He reports zero increase in traffic.
Source: Jacobs & Clevenger.


***3 simple steps to convert freebie seekers to paying

According to content creator Pamela Wilson, when prospects first
come across your site, they may be skeptical. Before they’ll do
business with you, you have to earn their trust. She outlines a
3-step process for doing so:

–Step one: Offer free information that’s simple to consume. At
first, don’t even ask for an email address in exchange.

–Step two: As you deliver value with your free materials,
prospects will be ready for the next level of commitment —
giving you their e-mail address. Offer something valuable in
exchange to motivate them to opt into your list.

–Step three: Once they’re ready to take the next step, have a
low-priced item available to buy. Exceed their expectations with
your low-priced offering, and your prospects will feel more
comfortable investing in higher-priced products.

Source: Copy Blogger, 6/27/13.


***Use speaker PowerPoints to promote conferences***

Social media expert Paul Gillen suggests a way you can use
speaker PowerPoint presentations to promote your conference or

Paul suggests you create event channels on SlideShare and
YouTube. Post slide decks from earlier conferences and
presentations. Gather as many presentations as you can and post
them on SlideShare.

Write thorough descriptions, and be sure to tag each media item.
Link to your event site from the SlideShare and YouTube profile
pages. Embed any media you post on the event website.
Source: BtoB, 6/27/13.


***How to rejuvenate and reinvent your career in 90 days or

My colleague, fellow copywriter and business speaker Peter
Fogel, has written “Reboot Your Career: 27 Ways to Reinvent
Yourself in the Workplace (If You Still Have a Job!).”

If you’re an employer, staffer, or want to create a true
entrepreneurial mindset to reach your business goals fast, then
you’ll want to get this book. Brian Tracy says, “This great book
shows you a step-by-step program to make yourself more valuable
getting paid more and promoted faster in any job!”

Peter is offering an autographed copy of “Reboot Your Career”
plus $200 worth of free bonuses. For more information, and to
view a cool video book trailer, click here now:


***Free artwork for your e-book covers***

At the Self-Publishing Book Expo a few years ago, Andy Carpenter
and Eric Baker shared some resources where info marketers can
get images for their e-book covers. These images are in the
public domain, so they are free – and you don’t need permission
to use them:

1. The Library of Congress’ image collection to find public
domain images
2. American Memory Project to find public domain images
3. for public domain books
4. Public Domain Images Google Search
5. Illustrated books on Project Gutenberg
6. Creative Commons search on Flickr

Source: Galleycat at


***Content should support your keywords***

You likely have a specific set of keywords that are relevant to
your business. Use Google to find out what sites rank well for
those keywords and then look for related searches at the bottom
of search engine results pages. To help raise your Google
ranking in those keywords, develop content around these terms
and distribute it through your content marketing efforts.

Source: GlobalSpec Marketing Maven, 6/28/13.


***Bad news for keyword research***

I just went on the Google keyword research tool and saw this
message: “In the coming months, the external Keyword Tool will
no longer be available. To get keyword ideas, sign in to your
AdWords account and try Keyword Planner.”

That means you should use the free Google Keyword Research Tool
now while you don’t have to pay for it:


***Who pays for lunch: you or your client?***

When you have a business breakfast, lunch, dinner, or even drink
with a client or prospect, who pays?

According to consultant Steve Tobak, in a customer-vendor
relationship, the vendor usually pays. That’s because you as the
vendor are presumably on the receiving end of a business
transaction. “There are exceptions,” says Tobak. “If the vendor
is a small business and the customer is a large corporation,
that’s a different story. Also some companies have a policy
against vendors buying.”

If someone is making a business introduction, giving you advice,
or helping you out in some material way, and it happens over a
meal, you should pick up the tab. Tobak advises that if the
meeting is not over a meal, you should not say something like,
“I owe you a lunch” like so many do. “That trivializes what
they’ve done for you and suggests that’s all their time is
worth,” says Steve.



***Use symbols in subject lines***

Copywriter Pat Friesen recommends testing special characters in
subject lines. She often uses vertical bars (a.k.a., pipes)
instead of commas to | visually | separate | elements | in
subject lines.

[Brackets], {braces}, and +s also link, separate, and/or save
character space and draw the eye. Example: [Free 42-Page Ebook]
The Smart Guide to Lead Generation. She says not to put a period
at the end of your subject line.

Source: Target Marketing, 6/28/13.


***How to get ready to write your copy***

Copywriter Henneke Duistermaat suggests taking these 4 steps
before you start writing your copy:

1–Create a full list of features and specifications

2–Translate each feature into a benefit for your ideal reader

3–Consider the problems you help avoid

4–Write down the objections to buying from you and decide
how you can address them

This is Copywriting 101 and I was doing it over 30 years ago,
but many modern marketers today seem to skip these important

Source: Copy Blogger, 6/28/13.


***Don’t be a prima donna***

Here’s a great lesson for freelancers: Clients love to work with
people who are not only reliable and good at what they do, but
are flexible, uncomplaining, good-natured, and can roll with the
punches. Says freelance copywriter Peter Bowerman: “This quality
can actually make up for less-than brilliant writing skills.
I’ve seen it. Nice, likable, easy-going freelance commercial
writers get more business.”

Source: The Well-Fed Writer, 7/2/13.


***How to generate leads that turn into sales***

My erstwhile colleague Bob McCarthy is offering a free special
report, “Step by Step Lead Generation and Lead Nurturing.”

Unlike most reports on leads, it tells you not only how to
generate leads, but also how to work those leads so they turn
into customers. To get this valuable free report, click here now:


***7 tips for writing web sites***

1. Put the most important words first.

2. Write clear and very descriptive titles for pages.

3. Headline content should be concise and descriptive and
stand out from the rest of the text.

4. Lead with the most important messages.

5. Define technical terms in place.

6. Link to pages that have simplified explanations.

7. Spell out and define acronyms.

Source:, 7/8/13.


***Quotation of the month***

“Life is an education, and if you’re older, you’re smarter. If
you are in an argument with somebody and they are older than
you, you should listen to them. It doesn’t mean they’re right,
it means that even if they’re wrong, their wrongness is rooted
in more information than you have.” –Louis CK

Source: YouTube.


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