Resources, ideas, and tips for improving response to
business-to-business, high-tech, industrial, Internet, and direct marketing.
June 4, 2002
----------------------------------------------------------------------------------------------------------
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.
------------------------------------------------------------------------------------------------------------
ACCOMMODATE THE 4 TYPES OF WEB SITE VISITORS
According to an article in the MIT Sloan Management
Review, there are 4 types of Web site visitors:
1. Directed-purchase -- ready to purchase now.
2. Search-and-deliberation -- searching for products and terms with intent to purchase in the near future.
3. Hedonic browsers -- shopping for pleasure or recreation.
4. Knowledge-building -- engaged in exploratory browsing
to learn more about the marketplace.
Since you never know which of these categories your
visitors are in, you must have features on your site to appeal to all four
types. Directed-purchase visitors are attracted by specials and sales, for
instance, while search-and-deliberation visitors want prices and specs for
comparison shopping.
For a more complete discussion of how to make your Web site more appealing to the 4 types of visitors you get, see pages 107 - 108 of my recently published book, The Online Copywriter’s Handbook, available for 30% off list price at [amazon link].
-----------------------------------------------------------------------------------------------------------
MY BEST COPYWRITING TECHNIQUES
On June 20th, I’ll be giving a talk in NYC, titled
“The World’s Best Copywriting Secrets,” at a lunch meeting jointly
sponsored by NEPA (Newsletter and Electronic Publishers Association, NYC
chapter), NDPA (National Directory Publishers Association), and DPFN (Directory
& Database Publishers Forum & Network).
You’ll discover the motivating sequence, the principle
of abundant proof, how to create a bullet-proof copy platform, reaching your
prospects on a deeper level, the secret of the 4 U’s, the FAB pyramid, and my
other best copywriting techniques.
To register, call Larry deQuintal at 203-563-9797 or e-mail him at Beldencom@aol.com. Special bonus: Every attendee gets a free audiotape of an interview Jay Abraham conducted with me, Joe Sugarman, and Ed Nash (list price: $15).
------------------------------------------------------------------------------------------------------------
AND NOW FOR SOMETHING COMPLETELY DIFFERENT
Contrary to popular opinion, not *all* of my books are
about marketing. I’ve written books on topics ranging from Kathie Lee Gifford
and Stephen King, to Star Trek, careers, and computers.
My latest book, “Count Your Blessings,” is another
departure for me -- my first book of essays. As the publisher describes it:
“Robert Bly will help you step back from your present hardships and take a
look at the big and small wonders of your world with his characteristic blend of
humor and thoughtfulness.”
As with all my books, you can get “Count Your Blessings” at 20% off list price from Amazon.com at [amazon link].
----------------------------------------------------------------------------------------------------------
MAY I INCLUDE YOU IN MY NEXT BOOK
What is your best technique for writing persuasive copy?
Please e-mail your tip to me at rwbly@bly.com for
possible inclusion in a new book I am writing on persuasion. Tentative title:
“The Persuasion Manifesto.”
If I use your material, you will be given full credit, of course. Thanks!
----------------------------------------------------------------------------------------------------------
E-ZINE OF THE MONTH -- YOURS FREE!
Larry Chase's Web Digest For Marketers is a weekly e-mail featuring
ten mercifully short reviews of marketing-oriented Web sites. For every ten
sites considered, only one makes it into WDFM. Started in April 1995, WDFM was
the first marketing newsletter on the Net and has a current circulation of
40,000. It's been quoted or cited in the NY Times, Wall Street Journal,
BottomLine Personal, Inc., and others.
Sign up here: http://wdfm.com/
---------------------------------------------------------------------------------------------------------
ADVERTISING RESOURCE OF THE MONTH
Gaslight Advertising Archives has an archive of more than 1 million original print ads, some dating back to the 1880s, categorized by product, brand, company, and subject. To find reprints of your favorite old ads, visit their Web site at www.gaslightarchives.com for more information on their service.
----------------------------------------------------------------------------------------------------------
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.
--------------------------------------------------------------------------------------------------------
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
----------------------------------------------------------------------------------------------------------