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


Build your vocabulary daily; do people hate marketers?

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

October 1, 2015


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***A one-time-only offer: have me coach you in the copywriting
business personally!***

For the first and most likely only time ever, I am going to
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my readers on how to make six figures as a freelance copywriter.
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***When something is free, say “free”***

“I had a vendor plead with me to change the word ‘free’ to
‘complementary’ because free is a bad word for spam,” says
insurance marketer BH. “I wanted free and they said they really
wanted me to do complementary.

“So I said, let’s split test and if you win, we leave it as is
but if I win, then I get a free e-blast from you. They said yes,
I won, and got a free $1,300 e-blast to 60,000 people.”

BH adds: “The word free is not treated by spam filters as harshly
as it used to be. The real question is not what the spam filters
thought but is less people receiving it outweighed by the larger
open rate? In this case, it was by a long shot — fewer e-mails
reached their destination but the open and click rate made the
results almost twice as good. I did the test.”


***OMG: your B2B buyers are millennials!***

According to a study Google and Millward Brown Digital, nearly
half of B2B buying decisions are made by millennials, the oldest
of which having reached their mid-30s. They are no longer
children but mature adults!

Source: BMA SmartBrief, 9/3/15.


***Best place to put e-mail advertisements***

According to research from Silverpop, the best place to put your
e-mail advertising messages might be in your transactional
e-mails — namely, bill, receipts, shipping notifications, and the
like. For instance, an e-mail receipt for a camera purchase might
include a promotion for a zoom lens.

The Silverpop study found that customers open 72% of
transactional e-mails and click on 30% of them.

Source: Today@TargetMarketing


***Save $220 on our next Information Marketing University weekend

Back by popular demand, Fred Gleeck and I are giving another
2-day Information Marketing University training session on
November 7 – 8, 2015 in the tristate area. You will learn how to
earn a six figure income selling information products online in
your spare time. For details … or to register today and lock in
the $220 Early Bird discount … click here now:


***The 13 most powerful words to use in your copy***

According to Denny Hatch, the 13 most powerful and evocative
words in the English language are: you — save — money — guarantee
— love — results — proven — safety — easy — new — health —
discovery — free.

Source: “Denny Hatch’s Ultimate 83-Point Marketing Checklist.”


***Satisfy customers by giving them a say***

Subscriber DG writes: “About 40 years ago, I took a class on
television repair. As a once laid off engineer, I wanted an
alternate way to make money.

“One evening, the instructor shared some practical advice about
making color adjustments. ‘When all done,’ he said, ‘have the
customer take a look. Rock one of the adjustments ever so
slightly, and have them tell you when it looks best.’

“By doing so, the customer now ‘owns’ the final adjustment. ‘If
you don’t do this,’ he cautioned, ‘you will get a call back
because things just don’t look right. But if you include the
customer, everyone is happy.'”


***Improve your vocabulary by one new word per day***

Adams Media has just released the 2016 edition of my desk
calendar, “More Words You Should Know to Sound Smart.” Each day
teaches you a new big word.

Based on my book “The Words You Should Know to Sound Smart,” this
compendious calendar can help you lock academic horns with the
clerisy–and be the life of every highbrow cocktail party.

By mastering this daily listing of deliciously obscure and obtuse
terms, you’ll find yourself tossing about bon mots with the best
of the portentous artistes and aesthetes–and impressing the
susurration out of the perfervid hoi polloi!

To order your calendar click here now:


***Are mobiles the next big thing for e-commerce?***

Maybe no: a study by Harris Interactive found that 56% of smart
phone owners have abandoned a mobile transaction. Reasons cited:
slow loading time, difficulty navigating the app or mobile site,
difficulty typing personal information on a small screen, and
complicated payment processes.

Source: Adweek/Social Times, 8/18/15.


***Does the public view us as scum of the Earth?***

Apparently so: A recent survey from the American Association of
Advertising Agencies found that only 4% of Americans surveyed
said advertisers and marketers practice integrity — and that’s
two percentage points behind what they think of Congress!



***The awful truth about social media today***

An online survey of senior marketing executives found that social
media spending will account for an astounding 23.8% of total
marketing budgets within 5 years.

That’s amazing when you consider that 85% of these marketing
executives said they cannot prove the impact quantitatively of
social media. When asked how effective they were at measuring the
success of social media strategies on a scale of 1 to 7 (1 =
terrible, 7 = great), the average score was 3.5.

Bottom line: companies are spending a fortune on social media
without being able to quantify and demonstrate ROI.

Source: Ad Age, 8/25/15.


***What influences B2B buying most?***

According to a recent IDC survey, 95% of B2B buyers say they
trust information from peers and colleagues when researching
buying decisions and 86% trust independent content, but only 14%
trust marketing. Of course, that’s what they say. It is not based
on a measure of what people actually do. In my experience, many
people who boast that they are not influenced by advertising
actually are.

Source: BMA SmartBrief, 9/1/15.


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Bob Bly
Copywriter / Consultant
31 Cheyenne Dr.
Montville, NJ 07045
Phone 973-263-0562
Fax 973-263-0613

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