Resources, ideas, and tips for improving response to
business-to-business, high-tech, industrial, Internet, and direct marketing.
April 24, 2002
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$40 CASH REWARD!
If you have a copy of my old book “Ads That Sell” and are willing to part with it, please send it to me: Bob Bly, 22 E. Quackenbush Avenue, Dumont, NJ 07628. In return I will send you a check for $40. Thanks! Questions? Call me at 201-385-1220.
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DIRECT MAIL TIP OF THE MONTH
You don’t have to test-mail large quantities to get a
statistically valid test result. A table first published by Ed McLean shows that
you only need to get 14 responses to have a statistically reliable test. If you
get a 1% response, that means mailing 1,400 pieces per test cell, not the
5,000-name minimum that the list industry has made standard. How to get around
the minimum: Negotiate with list sources. Or rent the 5,000 but only test 2,000.
Ed McLean’s famous statistical table is reprinted with an explanation of how to use it in my new book “The Complete Idiot’s Guide to Direct Marketing,” available for 30% off list price at [amazon link here].
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WEB MARKETING TIP OF THE MONTH
Keep the subject lines of your e-mail marketing messages
short -- 50 to 60 characters maximum. Reason: Most e-mail readers only display
the first 40-60 characters of the subject line. If yours is longer, part of it
will probably be cut off.
Also: Not sure which subject line is strongest? Why not
do a split test of subject line A vs. subject line B? Use unique URL links in
each e-mail to track click-through to A vs. B. And you need not split test large
quantities to get a valid result; the statistics mentioned above for direct mail
hold equally for e-mail marketing.
This tip is from my latest book “The Online Copywriter’s Handbook,” available for 30% off list price at [link to amazon].
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THE SECRET TO SUCCESSFUL SELLING
“Find out what your customer wants to buy. And give it to them. This is the basic rule of selling. Listen to your customers when they talk to you and you will hear what they want to buy.”
--Murray Raphel, “Mind Your Own Business” (Raphel Publishing)
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HOW TO MAKE MONEY AS A FREELANCE WRITER
I will be teaching my course “Secrets of a Freelance
Writer: How to Make $100,000 a Year” at the Learning Annex in New York City on
May 28. To register call (212) 371-0280. If you are interested in making money
writing brochures, ads, direct mail, and Web sites for local and national
clients, this seminar program will show you how.
Speaking of writing -- are you a staff or freelance writer? Drop me a short e-mail at rwbly@bly.com about what your writing job is, how you got it, and how others might qualify for a similar position. This is quick Internet research for an updated second edition of my book, Careers for Writers, that McGraw-Hill has asked me to prepare.
FINAL NOTICE: BECOME AN INSTANT GURU!
And speaking of seminars, I will be giving a talk at the
luncheon meeting of the Public Relations Society of America
Westchester/Fairfield Chapter on “Become an Instant Guru --How to Gain a
Reputation as a Leading Expert in Your Field in 60 Days or Less.”
This program teaches you a proven 10-step plan you can
use to establish yourself as a leading expert in your field. The program is from
noon to 2pm on May 15, 2002 in Greenwich, CT. For directions and to register,
call Donna Yarde at the Bayfield Group, 203-845-9015.
The presentation is based on my new book “Become a Recognized Expert in Your Field in 60 Days or Less.” If you can’t make it to the talk, you can buy the book for 30% off list price at [amazon link here].
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ARE YOU ALLERGIC TO SUCCESS?
For a writing project on the topic of success and how
people feel about it, I’d like to hear from you about your own views of
success. Do you feel successful or unsuccessful? Do you spend more time thinking
about success than working toward it? Or do you feel you put forth a lot of
efforts, but are not getting the results you want?
Do others envy your success? Do you envy or are you made uncomfortable by the success of others? What is your definition of success? Please e-mail your thoughts to rwbly@bly.com. If I use your material you will get a free copy of the finished piece when it is published.
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WEB SITE OF THE MONTH
My colleague Ilise Benun has a useful Web site on self-promotion you may want to check out at www.artofselfpromotion.com. Lots of free ideas for effectively marketing yourself on a shoestring. Ilise also does consulting on self-promotion for small businesses and self-employed professionals. Phone: 201-653-0783.
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RECENT COPYWRITING & CONSULTING PROJECTS (JUST A
SAMPLING)
Direct mail package for Competitive Advantage ... Web copy for TheStreet.com ... sales letters for Studebaker-Worthington ... e-mail for Art & Logic ... direct mail for Engineered Software ... direct mail for Agora ... training seminar for McGraw-Hill ... ads for CAT Media ....
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60-SECOND COMMERCIAL FROM FERN DICKEY, OFFICE MANAGER:
Bob is available on a limited basis for copywriting of direct mail packages, sales letters, brochures, 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 dickeybf@aol.com.
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Bob
Bly
22 E. Quackenbush Ave.
Copywriter/consultant
Dumont, NJ 07628
rwbly@bly.com
phone 201-385-1220
www.bly.com
fax 201-385-1138
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