How to Increase Response Rates with Direct Marketing Copywriting

What’s Working in Direct Mail Today


A practical, utterly pragmatic session on how to generate more leads, business, and revenue using direct mail and other marketing techniques. Based on more than 25 years of proven direct mail test results. Covers such topics as:


  • Does long copy always outpull short copy?
  • Double your response rates with a “bait piece.”
  • Leveraging your brand in your DM,
  • The secret of the big promise.
  • Intensifying the reader’s problem.
  • Has “FREE” over worn its welcome?
  • The 4 characteristics of successful direct response offers.
  • The “drop in the bucket” technique.”
  • Appealing to the prospect’s psychological triggers.
  • How to increase response rates in a mailing series.
  • What prospects are begging for when they get a letter from you.
  • Do pop-ups, sticky notes, and other gimmicks work?
  • How to increase the chances that your outer envelope will get opened.
  • Why and how to create a sense of urgency.



Bob Bly is an independent copywriter and consultant specializing in business to business direct marketing. Clients include IBM, Intuit, AlliedSignal, PSE&G, Medical Economics, CoreStates Financial, BOC Gases, Alloy Technology, Agora Publishing, KCI Communications, Rodale, Boardroom, and ITT. Bob has written more than 60 books including The Copywriter’s Handbook (Henry Holt) and The Complete Idiot’s Guide to Direct Marketing (Alpha Books). His articles have appeared in such publications as Direct Marketing, Business Marketing, Computer Decisions, Chemical Engineering, and Amtrak Express.


Bob Bly


22 E. Quackenbush Avenue

Dumont, NJ 07628

Phone: 201-385-1220

Fax: 201-385-1138