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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. November, 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 http://www.bly.com enter your e-mail address, and hit Unsubscribe. -------------------------------------------- WORLD'S MOST VALUABLE NETWORKING SECRET In his new book "How to Market to High-Net-Worth Households" (The Business Institute), my friend Paul Karasik gives a great networking technique – the "You know how/what I do" statement. The first part begins with, "You know how."The second part begins with, "What I do is." Example (for a financial planner): "YOU KNOW HOW lots of divorced women are overwhelmed with the responsibility of dealing with their finances. WHAT I DO IS provide safe investment opportunities so they can stop worrying and get their lives back on track." Why this works: (a) It focuses on the prospect,not your company, product, or service, (b) it leads with a point of self-interest to the prospect, (c) it establishes both empathy and authority (i.e., showing that you understand the listener's situation better than others in your profession), and (d) it stresses benefits, not features. Action step: Compose a "You know how/what I do"statement for your business and test it out the next time someone asks you, "What do you do" Note: Paul can be found on the Web athttp://www.paulkarasik.com -------------------------------------------- DON'T WASTE TIME VISITING UNQUALIFIED PROSPECTS A common tactic used to increase response to direct mail is to offer something free, such as a free report or free consultation. In the case of the free report, it doesn't cost much to send out a booklet or article reprint. So even if some people respond to your mailing just to get the freebie, no big deal. But what about if you offer a free consultation, evaluation, or estimate? It takes you time to provide that kind of freebie, especially if it requires a face-to-face meeting with the prospect. That face-to-face meeting may be your goal, but it's only worth your time with a serious prospect. To drive 2 hours to see someone who just wants the freebie is a waste of time. How can you prevent it? Use the words "if you qualify" in your letter. For instance: "Call now, and if you qualify, you will get a free appraisal of what your business is worth in today's market." With the "if you qualify" clause, you are not obligated to give everyone a free appraisal. You can pick and choose who gets it, making appointments only with solid prospects and passing on the freebie seekers. That can save you a lot of time and aggravation. -------------------------------------------- A NEW WAY TO BREAK THROUGH THE E-MAIL CLUTTER The problem: tons of spam cluttering your prospects' e-mail box means they are less likely than ever to read and reply to your e-mail marketing campaign. But according to a survey from www.quris.com, customers do value and read two specific types of e-mails: (1) transaction confirmations and (2) account status updates. Suggestion: Since these e-mails get read, why not add a promotional message or special offer – with a link to a landing page – to your transaction and account-related e-mails, measure the response, and see whether it works for you? Source: Internet Marketing Report, 10/15/03, p. 8 -------------------------------------------- SHOULD YOU PUT YOUR URL ON YOUR OUTER ENVELOPE? A small but growing number of direct marketers are putting their Web site address on the outer envelope of their direct mail packages. Those that argue in favor of it say: "Some folks today want to get to you right away. Why force them to open the outer envelope and hunt for your URL in the letter or on the reply form? Put it right on the outer envelope!" Those against it counter: "How can you ask for the order or inquiry before you've even sold the reader on the product? It is a distraction, and it doesn't work." I'd like to hear from anyone who has tested putting your Web site URL on your outer envelopes, especially if you have measured the results or better yet, split test envelopes with and without the URL. Just e-mail your comments to me at rwbly@bly.com. Thanks! -------------------------------------------- HOW TO PROOFREAD BETTER THAN YOUR SPELL-CHECKER Every PC user knows that spell-checkers are lousy at catching words out of context. For instance, a major accounting firm recently sent a proposal to a Fortune 500 client. On the cover they identified themselves as: "Certified Pubic Accountants." "Can you teach my people an effective way to proofread so they find errors the spell-checker misses?" the accountingfirm's training director asked me. The secret is this: Proofread the document backwards. You'll catch many typos you'd otherwise miss – especially this is not the first time you're reading the document. Why this works: When you proofread backwards, you focus on each word individually. Also, the copy has no meaning when read backwards, so your attention is on the individual words and their spelling; you don't get caught up in the content itself. -------------------------------------------- WHAT'S WORKING IN DIRECT MAIL TODAY? I'll be presenting an audio conference "Direct Mail: There's No Silver Bullet, but Here's 7 Great Ideas" this month for Progressive Business Publications. In this 60-minute program, you'll discover: - Specific strategies that are working in direct mail today.- Words that consistently sell and others that are "campaign killers."- Proven examples of high-performance copy.- Results of direct mail testing: what's worked and what hasn't.- Answers to your most challenging direct mail questions. Date: November 5, 2003. Time: 12 to 1:30pm. To register call toll-free 800-964-6033 or visit: http://www.pbconferences.com/audio/main.asp?G=2&E=165&I=1 -------------------------------------------- WEB SITES OF THE MONTH Reader Sarah Stambler recommends MediaPost, a Web site with tons of free content about advertising and the media industry. Visit: http://www.MediaPost.com She also recommends Corante – "a very good montage of articles on lots of cutting-edge high-technology areas." Click on: http://www.corante.com And visit Sarah for more good online marketing ideas at http://www.e-tactics.com -------------------------------------------- MAKE YOUR BOOK THE #1 BEST-SELLER ON AMAZON.COM Now it's easier than ever to start off your book promotion campaign as a best-selling author. You'll get booked on TV, radio, and newspaper interviews faster than everyone else. My friends Randy Gilbert and Fred Gleeck have created a step-by-step, A-to-Z guide that shows you how to make your book a #1 best-seller on amazon.com in just 28 days. It's legal, ethical, and doesn't involve any scam (like buying your own book in volume). For details, click on the link below: http://AmazonBestSellerSecrets.com/BobBly -------------------------------------------- HOW TO GET A CRASHED PC UP AND RUNNING AGAIN -- FAST! If you work in a small office without an IT department, you know how frustrating and paralyzing it can be to have your PC crash. I've found a real treasure in Rescue.com, a nationwide PC repair firm that specializes in emergency service with guaranteed one-hour response. Call them up, and they are there within 60 minutes and working on the problem. Their work is top-notch. They are not cheap, but they are fairly priced considering the speed and quality of the service they render. If you are in the NY/NY metro area, call Josh Kaplan, owner of the local franchise, and tell him I sent you: 973-259-0500. In other parts of the country, visit: www.rescuecom.com -------------------------------------------- 60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE 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 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 BlyCopywriter/Consultant 22 E. Quackenbush Ave. Dumont, NJ 07628rwbly@bly.com www.bly.comphone 201-385-1220 fax 201-385-1138 --------------------------------------------
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