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--------------------------------------- Bob Bly's Direct Response Letter:Resources, ideas, and tips for improving response to business-to-business, high-tech, industrial, Internet, and direct marketing. December, 2003 --------------------------------------- You are getting this e-mail because you subscribed to it on www.bly.com or because you are one of Bob's clients, prospects, seminar attendees, or book buyers. If you would prefer not to receive further e-mails of this type, go to www.bly.com, enter your e-mail address, and hit Unsubscribe. --------------------------------------- MAY I FEATURE YOU IN MY NEXT BOOK? For a new book I am writing, I'm interested in hearing about successful marketing campaigns that involve giving away a free information premium such as a free white paper, CD-ROM, booklet, newsletter, e-zine, or special report. I'd like to see the promotion that generated the lead, the PDF of the white paper or other freebie you gave away, and the results, if possible. If I use your material, you will receive full credit, of course. You can e-mail me at rwbly@bly.com --------------------------------------- GIVE YOUR WRITING THE "BREATH TEST" Short sentences are easier to read than long sentences. But how long is too long for a sentence? To determine maximum sentence length, use the "breath test." Without taking in a gulp of air, and just with the amount of air you ordinarily have in your lungs, read the sentence aloud at a normal conversational speed and volume. If you run out of breath before you get to the end, the sentence is too long. Solution: Break it into two sentences at the point where a new idea is introduced. --------------------------------------- DOES "SUPERMARKET PRICING" REALLY WORK? Are consumers really "fooled" into thinking that a $9.99 price is cheaper than a $10? Price? Apparently so: In her new Pricing Psychology Report, pricing expert Marlene Jensen says that a $9.99 price will probably pull 10% to 20% more buyers than a $10 price. Why? Certainly not because of the one cent difference. The report states: "There is a learned pattern response in our brains that makes us see $9.99 as much lower than $10. And it persists, even though most of us know this trick." To order Marlene's report (which I highly recommend) visit: www.pricingpsychology.com --------------------------------------- WHAT TO TEST IN E-MAIL MARKETING According to an article in The Marketing Report (10/27/03, p. 8), the top 5 things to test in e-mail marketing are: 1. The landing page. 2. The subject line.3. HTML vs. text.4. Personalization with name vs. non-personalized.5. Long vs. short copy. In my experience, you get the quickest return for the least effort with a subject line test. I have personally seen A/B splits where one subject line outpulled another by more than 50% as measured in click-throughs. HTML can outpull text by 20% or even more. But in some cases, there is no lift in response. I have never seen HTML depress response, though I would guess that it is possible. --------------------------------------- HOW TO BE FUNNIER The best advice I ever got for making jokes work better, whether I'm giving a speech or participating in a meeting, comes from my friend Fran Capo: "Specifics are funnier than generalities." For instance, instead of saying "He spits like a baseball player," say "He spits like a Major League baseball player." Instead of saying "He polishes his head with car wax," say "He polishes his head with Turtle Wax." I don't know why, but the joke is always sharper and funnier when you use specifics. Source: "The Humor Approach: A Guide to Humor in Business Speaking," by Fran Capo, http://www.francapo.com --------------------------------------- IS USING COUPONS IN PRINT ADS OBSOLETE? SHOULD YOU USE YOUR URL INSTEAD? Subscriber Roscoe Barnes writes: "Seems to me that fewer ads carry coupons these days. Are coupons still effective in this age of Internet technology?" Roscoe, you are right: coupons in ads have fallen out of fashion. But even though we live in an age of the Internet and 800 numbers, using a coupon in an ad still increases response, for two reasons. First, it gives the reader yet another (in addition to the Web and phone) reply mechanism. Second, and most important, it sends a visual signal to the reader that says: "Hey, Bunky, this isn't a Madison Avenue image ad; this is one of those direct response ads where you get something really good when you reply – so reply!" Roscoe also asks, "Will the mention of a Web site in the ad depress response? It seems that if the ad was designed to generate leads through phone calls, the inclusion of the web address would result in fewer calls. I'm hoping you can shed light on this topic." If you simply include the URL of your Web site that links to the home page, that will depress response. Better: Include a URL that goes to a specific landing page where the reader can request more information, a demo, a free trial, or whatever it is your offering. Doing so will increase response. --------------------------------------- DO YOU WANT TO PUBLISH AN E-ZINE LIKE THIS ONE? If so, I recommend you read Deb Weil's new e-book: "Inside Secrets to Profitable E-Zine Publishing." Deb and I don't always see eye to eye (she's a fan of HTML e-zines, while I think text is often a better choice). But overall, her new book is the best guide I've ever seen on how to research, write, and publish an e-zine people will open, value, read, and even look forward to! For more information visit: http://www.wordbizstore.com/insider2.html --------------------------------------- SEASONS GREETINGS – ONE MONTH EARLY! This is the last issue of Direct Response Letter for 2003. See you in 2004 and in the meantime, happy holidays! --------------------------------------- RECENT COPYWRITING PROJECTS (JUST A SAMPLING) Direct mail package for Boardroom ... direct mail and e-mail for Harvard Business School Publishing ... direct mail for Kiplinger ... e-mail for Forbes ... direct mail for Global Health Solutions ... direct mail for Uptick Media and Fleming Financial ... direct mail for EPM Communications ... articles for Edith Roman Associates ... e-mail for The Motley Fool ... landing page for First-Class Flyer ... brochures for Misys ... direct mail for SurfControl software ... --------------------------------------- 60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE MANAGER: Bob is available on a limited basis, starting in 2004, 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 us 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 fern1128@optonline.net. --------------------------------------- Bob Bly Copywriter/Consultant22 E. Quackenbush Ave. Dumont, NJ 07628 phone 201-385-1220fax 201-385-1138www.bly.com rwbly@bly.com ---------------------------------------
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