Tag Archives: marketing tips

Know this when marketing to techies

Bob Bly’s Direct Response Letter:

Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

February 6, 2017

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***Attend my 1Q/2Q 2017 writing and marketing workshops***

I’ll be giving a talk at Social Media World on “How to Create
Landing Pages That Convert Social Media Clicks into Traffic,
Leads, and Sales” on March 22 in San Diego, CA:

www.bly.com/smmworld

On March 31, I will present a webinar for Lorman Training on
“Business Writing Fundamentals,” showing attendees how to write
with clarity and precision to improve their business writing.
Register today and save $100:

www.bly.com/BusinessWriting

Plus, I will be giving a presentation on how you can have the
best of both worlds as a freelance writer — writing what you are
passionate about plus making a six-figure annual income at the
same time — on May 5 at the American Society of Journalists and
Authors (ASJA) Conference:

www.bly.com/ASJA

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***Do techies think they are smarter than you are?***

I am ashamed to admit this, but when I was going to college in
the 70s, students in science, technology, engineering, and math
(STEM) felt themselves to be smarter — or at least their fields
of study much more difficult — than their peers in English,
sociology, liberal arts, political science, and other “soft
subjects.” I believe this feeling of superiority in students and
practitioners in technical fields continues today.

The takeaway for marketers is to realize that, when you are
selling to STEM professionals, realize they take pride in who
they are, their accomplishments, and what they perceive to be
their superior abilities and intelligence. Subtle flattery in
particular is very effective in copy selling B2B products and
services to technical audiences.

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***How to handle this common complaint from info product
customers***

If you sell info products, you will get e-mails from customers
who become almost enraged when they come across a web site URL
in your product that is no longer active.

How do I handle this? In my info marketing business, I sometimes
get customers who complain that I ripped them off because a URL
in the $30 e-book they bought from me is inactive.

I explain that the URL represents perhaps 0.1% of the content and
value in the book, and then offer to mail them a check for 3
cents to compensate them for the alleged rip-off. Everyone gets
the point and accepts the lesson in it, and no one has ever asked
for the 3 cents.

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***My case against cold calling***

In a recent issue of the e-zine Yesware Monthly, the lead article
was “25 Cold Calling Tips You Need to Succeed.” I rewrote it to
have just one tip, and here it is: “If you are prospecting to
sell your own services, don’t make your own cold calls.”

If someone ELSE makes the call for you … well, then it can
work. Even then, though, I am not a fan of cold calling. And
here’s why: Prospects want to hire vendors they perceive as being
busy and successful, not desperate and needy. The late Howard
Shenson called this “the Busy Doctor Syndrome.”

If you are spending your time on the phone calling up strangers
and asking for work, does that convey the impression that you are
busy, successful, and in-demand — or desperate and needy?

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***Why do some keynote speakers earn six figures for a 60-minute
talk?***

The International Dairy Foods Association (IDFA) has hired Peyton
Manning as the keynote speaker for their upcoming ProFood Tech
Conference in April. Manning’s fee for a talk is $100,000+ —
about double what the average American makes working for an
entire year.

The value, of course, is not in the content of his talk on
“Winning Strategies” — good as it may be — but in attracting
more paid attendees who will go to the event because Manning is
there. IDFA should have asked me to speak instead; I would have
done it for a small fraction of Manning’s fee plus a year’s
supply of 2% milk. (I kid, of course.)

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***Twas the night before Christmas***

On Christmas Eve, a small animal — I think it was a squirrel but
am not 100% sure; it MIGHT have been a cat — darted out into the
road in front of my car.

I had a choice: run over the animal and continue safely, or make
an emergency swerve to avoid hitting it. I swerved, hit a
telephone poll, and totaled my beloved 2008 Toyota Prius
(fortunately, I have a spare Prius).

Some people who hear this story think I am an idiot and should
just have run over the animal.

I tell them I had no time to think about it and had to make a
quick decision.

But if I had more time to make the decision … or the ability to
think 1,000X faster … I still would have done the same thing:
swerve and wreck my car rather than hurt an animal.

If that makes me stupid in your eyes, well, I hope it does not
lower your opinion of me TOO much.

And yes, I checked the sidewalk to make sure there was not a
pedestrian in sight.

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***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at www.bly.com/archive.
Republishing our articles is quick and easy. All you have to do
is include author attribution (byline/name of author) and the
following statement, “This article appears courtesy of Bob Bly’s
Direct Response Letter,” and include a back-link to
www.bly.com/reports. That’s it!

4 keys to marketing success

This article appears courtesy of Bob Bly’s
Direct Response Letter,learn more about Bob
Bly and what he has to offer at the link
below

http://bly.com/

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

October 3 ,2016

***An under-publicized market for making big bucks as a
speaker***

My friend Fred Gleeck and his partner Tim Piccirillo are putting
the finishing touches on a FREE webinar which explains a very
lucrative speaking market that very few speakers are pursuing.
Tim has worked this market for a couple of years now with very
good results. The beauty of it is that these can be booked as
stand-alone dates or you can tie them into your existing speaking
schedule. Tim and Fred will be doing this webinar on Saturday
October 8th at 2:00pm EST to tell you all the in’s and out’s of
this lucrative speaking niche.

Click here to register: https://goo.gl/w3ZXZ8

It’s “FREE!”

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***Don’t sabotage your PR with this common flub***

Have you ever asked a journalist who just interviewed you, “Can
we review the story before it goes to print?” Well, don’t,
advises PR agent Filomena Fanelli, explaining, “That isn’t the
way PR works.”

“If you want control over the content, buy an ad,” she says.
“With PR, the story is in the reporter’s hands. If you and your
client are nervous about what the story might say, remember that
journalists are trained to write news and feature articles and
that they have editors who review their work.”

Source: PR Daily News Feed, 4/18/2016.

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***The 4 keys to marketing success***

1–Keep trying new things
2–Measure the results of each thing you try
3–When you find something that works, do more of it
4–When you find something that doesn’t work, do less of it

Source: Harnessing the Web Marketing Advantage, 4/16/2016

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***Quantifying communications techniques: breakthrough or BS?***

A Texas-based consultancy called Quantified Communications claims
to have developed a numbers-based approach to ranking
communications techniques like warmth, confidence, vocal
variability, and more.

While the idea is exciting in concept, some professional writers,
myself included, question how the study came up with figures like
“the top 10% of authentic speakers were considered to be 1.3
times more trustworthy and 1.3 times more persuasive than the
average communicator.” What scientific measurement was used to
come up with this precise figure — and what unit of measurement?

Source: Gotham Ghostwriters, Newsletter, 4/18/2016.

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***A no-brainer way to boost your writing output***

One of my secrets to being a productive writer is that I use an
older Dell keyboard — from my 10-year-old Dell which I recently
replaced with a new model — with large raised keys. When I got
my new Dell, it came with a keyboard similar to a laptop
keyboard, with keys that were not raised above the surface of the
keyboard. I tried it and got rid of it within 15 minutes.

If you are a high-speed touch typist like me, raised keys are the
only way to go. They reduce errors and increase speed 10% to 50%.
It makes a huge difference in my typing speed and output.

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***Why you should convert Facebook friends to e-mail
subscribers***

As a marketer, if you have followers on Facebook or any other
social media, remember that you are merely “renting” the
privilege of communicating with them. Direct response expert
Gary Hennerberg says you don’t “own” the name as you would
with your postal or email list. Here are some actions you can
take to migrate Facebook followers to opt-in to email:

Encourage followers to click on posts that lead to your website,
and when they do, encourage them to opt-in to your e-mail list.
While most of us as consumers may not like pop-ups on websites,
they work for building an opt-in list.

Source: Today@TargetMarketing, 4/20/2016

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***It’s not just what you say; it’s how you say it***

Dr. Albert Mehrabian, conducted several studies on nonverbal
communication and found that only 7% of any message is conveyed
through actual words. The rest of communication, 93%, is a
combination of vocal elements and nonverbal elements such as
facial expressions, gestures, and posture.

The bottom line is that a significant portion of communication
with other human beings is nonverbal. In addition, most human
beings are quite adept at reading and interpreting nonverbal
communication. If there is dissonance between your words and your
nonverbal cues — look out!

Source: Wendy Weiss e-newsletter, 4/20/2016.

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***Book of the month***

Everyone who is serious about improve their marketing results
should read the new book by Craig Simpson and Brian Kurtz, “The
Advertising Solution” just published by Entrepreneur Press.

“The Advertising Solution” takes the wisdom of 6 of the greatest
marketers of all time — Robert Collier, Claude Hopkins, John
Caples, Gary Halbert, David Ogilvy, and Eugene Schwartz (8 if you
count the two coauthors, which I do) — and distills them into a
series of practical, valuable, easy to follow marketing tips,
tactics, and ideas. Highly recommended; click here to order and
save 24% off the cover price:

http://amzn.to/2dMpnBP

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***Quotation of the month***

“Books are the DNA of our civilization, an unbroken line of
stories, ideas, and knowledge which essentially completes our
relationship with all of humanity and with ourselves.”
–Gail Rebuck

Source: Digital Book World, 4/11/2016

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***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at www.bly.com/archive.
Republishing our articles is quick and easy. All you have to do
is include author attribution (byline/name of author) and the
following statement, “This article appears courtesy of Bob
Bly’s Direct Response Letter,” and include a back-link to
www.bly.com. That’s it!

What causes people to respond to your copy?

This article appears courtesy of Bob Bly’s
Direct Response Letter,learn more about Bob
Bly and what he has to offer at the link
below

http://bly.com/

Bob Bly’s Direct Response Letter:
Resources, ideas, and tips for improving response to
business-to-business, high-tech, Internet, and direct
marketing.

September 1,2016

***What causes people to respond to your copy?***

I recently wrote a free special report, “Triggers: Uncovering
Wants and Needs,” that lists dozens of motivations you can use to
get your prospects to respond to your marketing campaigns. To
download your free copy, click below now:

www.bly.com/triggers

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***Integrate video into your marketing — for free***

TalkFusion, a leading provider of video-based marketing
solutions, offers video e-mails, video blogs, video chats, and
other video related marketing services.

Now, for a limited time only, they are offering a free 30-day
trial of their video solutions. Click here for more information
or to activate your risk-free trial:

www.jointalkfusion.com/en

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*** To do local SEO, create a local Business Page on Google***

Each of the three major search engines — Google, Bing, and Yahoo
— offers places to create pages specifically for your business.
For example, on Google, you’ll want to create a page using the
Google My Business service.

Take a look at the search results for “dentist near me” and
you’ll see a big map at the top of the search results, along with
relevant information for local dental offices listed below.

These listings are not web sites. They are Google My Business
profiles. If you don’t have a Google My Business profile, then
your business will not rank high in Google when prospects are
searching for you locally.

Source: Today@TargetMarketing, 4/12/2015.

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***Improve your marketing results with ad specialties***

“Ad specialties” are promotional items — including key chains,
coffee mugs, calendars, USB drives, and golf balls — imprinted
with the marketer’s logo. Decades ago, some marketers referred to
these items as “spiff.”

According to a study by the Advertising Specialty Institute
(ASI), 85% of prospects can recall the name of the advertiser who
gave them a logoed item. The average American owns 10 promo
products.

Personal note: I have used promotional items imprinted with
company logos for decades in my various marketing jobs and for
clients, and they really are quite effective at engaging consumer
interest and increasing response rates.

Source: Advertising Specialty Institute, 4/14/2016.

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***Which is the stronger motivator — wants or needs?***

“People pay for what they want, not necessarily what they need.
[Marketers] really need to understand this,” says Lynn Freer,
President, Spidell Publishing.

“People may need it but don’t want it. Do they want People
Magazine or The New Yorker, chewing gum, or vitamins? Don’t use
valuable real estate [or] webinars to sell something people don’t
want and don’t want to pay for.”

Source: SIPAlert Daily, 4/13/2016.

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***How running Google ads can improve your web site***

When you’re investing money into Google AdWords campaigns, then
you’re going to be more critical of your web site. It’s easy to
ignore your web site when the traffic is free, but as soon as you
start paying for traffic, then that’ll light a fire under you to
finally upgrade your web site.

Also, Google AdWords gives you consistent traffic to split test
your web page copy and layout to find the best combinations.
Once you see what works best from your ad tests, then you can
roll that out across your entire site to improve overall
conversion rates.

Source: Main Street Marketing Tips, 4/15/2016.

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***3 copywriting tips from Aristotle***

Here are Aristotle’s three elements of persuasion:

1. Ethos–a speaker’s credibility or convincing proof for their
views.

2. Logos–the logic or inherent reasonableness of an argument.

3. Pathos–an appeal to emotion or self-interest in the audience.

Source: Gordon Graham White Paper Writer Tip, 4/14/2016

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***Get your 2017 Bob Bly calendar NOW!***

Now available on Amazon — the 2017 “More Words You Should Know to
Sound Smart” desktop calendar by yours truly. Not only keeps
track of the days but gives you a new, interesting, and fun
vocabulary word every day!

What budding scholar doesn’t dream of debating philosophical
precepts with the intelligentsia or locking academic horns with
the clerisy? You can do all that — and be the life of every
highbrow cocktail party — just by mastering the deliciously
obscure terms in this most compendious of calendars.

Soon, you’ll be tossing about bon mots with the best of the
artistes and aesthetes — and impressing the susurration out of the
perfervid hoi polloi — in no time! With this daily calendar, you
are only an erudite witticism away from true loquaciousness.

Click here now to order:

http://amzn.to/29OSSWh

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***Joke of the month***

Q: Why did the skeleton get an F in monster school?
A: Because he was a bonehead.

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***Quotation of the month***

“I speak to everyone in the same way, whether he is a garbage man
or president of the university.”
–Albert Einstein

Source: SIIA newsletter, 4/13/2016.Building the Beloved Community
newsletter, April 2016, p.1.

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***Reprint my articles — free!***

Media, bloggers, marketers, editors, publishers, Web masters —
need powerful content on your Web site or blog? You can
syndicate or republish any of the articles you’ve read in Bob
Bly’s Direct Response Letter — for free! To view complete
articles, visit our newsletter archives at www.bly.com/archive.
Republishing our articles is quick and easy. All you have to do
is include author attribution (byline/name of author) and the
following statement, “This article appears courtesy of Bob
Bly’s Direct Response Letter,” and include a back-link to
www.bly.com. That’s it!