Tag: McGraw-Hill

Don’t Be A Money Grubber by Bob Bly

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Last week I went to a urologist for a renal kidney ultrasound to make sure I had no kidney stones.

After the test, the receptionist at the front desk said, “You have an appointment with Dr. Beekman Monday.”

“What for?” I asked.

“To get the results of the ultrasound.”

Bedwettingcauses and remedies The causes of bedwetting on line cialis can be vast. The Read More Here cialis online sales is may be found in the United States. However, antibiotics can’t relieve all the symptoms caused by these diseases in women by eliminating inflammation, killing bacteria, clearing heat and promoting blood circulation. generic viagra online It tend to not jump very high anymore, and sometime miss its target. bananaleaf.com.ph purchase cialis “Why do I need an appointment?” I answered. “He can just call me with the results.”

“That’s the way he does it.”

“Well, we’re not doing it that way this time,” I replied. “Cancel the appointment, and when he has the results, call me with them.”

Two days later, she called and said, “We got the results and you are fine

The Latest Attack (Not Mine) On Self-Publishing by Bob Bly

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In a post on goodereader.com, Michael Kozlowski makes an impassioned defense of traditional publishing while attacking self-publishing.

“Thousands of authors every year get in touch with me and ask how they should go about getting their books published,” says MK. “I tell every single one that they should not take the easy way and self-publish, but instead try and get a book deal by a major publisher.”

Why? MK notes: “When you get a trade publishing contract, you have a small army of people that have a vested interest in your success.”

EH, who works in traditional publishing, agrees: “The people that work on self-published books get paid whether the book performs or not, so they have no skin in the game.
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“Editors and others who work at traditional publishers depend on the success of the books they publish to earn their salaries. I don’t think it is fair to compare the levels of commitment given this factor.”

TH adds, “There are a lot of people taking advantage of people who want to write a book and sell them services that are worthless.”

Andrew Franklin, founder of Profile Books, says, “The overwhelming majority of self-published books are terrible

Qualifying Leads Generated By Content Marketing by Bob Bly

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In my last essay, I shared the fact that in content marketing, as many as 90% of those requesting your free content will NOT be prospects for your service or product.

Today I want to show you things you can do on your landing page so you can differentiate between free content moochers and genuine sales leads.

There are 2 basic strategies you can use to determine whether a respondent is simply grabbing your freebie or is a qualified prospect for the product or service you are selling.

The first is to have fields that gather information you can use to qualify the respondent.

For instance, in addition to name and e-mail address, I ask for:

1. Company name: to see whether they work for a real company that is a good fit for my services.

2. Website URL: so I can check them out with a quick click to see what kind of company I am dealing with.

3. Phone number: because I need to talk to the prospect on the phone to fully qualify and then close him.

4. Title: my prospects hold certain job titles, and if the person has a title outside of those (e.g. purchasing agent), he is probably not a good lead.

Yes, the more fields you require the prospect to fill in, the lower your gross conversion rate, but the easier it will be to know whether someone is a real lead or just a lookie-loo.

I don’t care about gross conversion rate. I’m not in business to give away free stuff. My marketing is designed to generate highly qualified leads that turn into customers at a brisk rate.
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To balance the desire for high response rate with qualified sales leads, you can have multiple fields, but make some mandatory and others optional.

The second strategy to qualifying visitors on your landing page is to require them to check one or more of 3 options:

[ ] Send me your free special report/white paper/etc.

[ ] Send me a free information kit on your products/services

[ ] Contact me to discuss my needs

If someone checks only the first option and not the second, it’s a strong indicator that they are just freebie seekers.

However, if the information they entered about themselves fits the profile of a good potential client for you, they are still worth a follow-up.

If someone checks both the first and second options, they are more qualified, because they have asked not only for the freebie but have indicated interest in your product or service.

If they check both the first and second options and filled in all fields with information showing them as a good fit for your product or service, they are a highly qualified lead.

If they check the third box, which invites you to contact them

The 15 Commandments Of Human Behavior by Bob Bly

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I think everyone who wants to be a kind and decent human being should adhere to these “15 commandments of human behavior”:

1. Don’t brag. It makes those less fortunate than you feel bad about themselves. You feed your ego at their expense.

2. Don’t give unsolicited advice. People don’t like it and anyway, who asked you?

3. Be generous with others. In social situations, always reach to pick up the check first. In your business dealings, make sure the other person comes out a little bit better than you.

4. Be kind to children and animals.

5. Help those in need.

6. You have two ears but only one mouth, so nature is telling you to listen twice as much as you talk.

7. If it’s not too late for you to heed this advice, have kids while you are still in your 20s.

8. Spend a lot of time with your kids while they are young and still want to be with you. Once that time is gone, it’s gone forever.
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9. Keep your mind and imagination active. If nothing else, read a lot of books.

10. Don’t waste time and energy being jealous of the rich, successful, powerful, famous, thin, buff, athletic, talented, and good-looking. As Max Ehrmann said, “There will always be those greater and lesser than you.” Almost everyone in my gym is younger and fitter than I am. I don’t care.

11. Don’t avoid going to the doctor because you are either stoic, macho, or afraid. Delaying going to the doctor when you have symptoms could literally kill you, as it did my grandmother and my father.

12. Exercise at minimum 3 hours a week. Three out of ten Americans do not exercise at all. I had a period of a few years when I did not. Terrible.

13. Don’t waste too much time with social media. Real life is better.

14. Be humble, not arrogant. Humble people are forgiven if they stumble; arrogant people are not.

15. Be a nice and kind person. Treat others with good manners and respect.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

The 90/10 Rule Of Content Marketing by Bob Bly

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Here’s a secret most marketers don’t understand: When you do a promotion based primarily on giving away free content, you may get a ton of conversions and downloads of your whitepaper, special report, or other lead magnet.

But…as many as 90% of those requesting your free content will NOT be prospects for your service or product!
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In content marketing, an ad or e-mail that focuses on the free content

The Most Effective Brochure In The World by Bob Bly

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For more than 3 decades, my clients and I have used one simple marketing strategy that still works like gangbusters today for You can get them over the counter generic cialis pills is an FDA approved impotence fighting drug that needs as prescription from the doctor to avail all the beneficial properties of Pioglitazone . It can effectively treat attention deficit/hyperactivity disorder, mental and emotional stress as well as cognitive diseases. opacc.cv viagra properien Chief constituents of No Fall capsules are Long, Ashwagandha, Shatavari, Pipal, Swaran Bang, Kesar, Bahera, Kaunch, Lauh Bhasma, Babul Extract, Shilajit Sudh, Tankari, Banslochan order cialis no prescription and Jaiphal. This is done to recognize the territories where the best buy on viagra vitality is low or adhered and to peruse the issues that are recorded in your body-mind. generating new business and establishing yourself as a recognized expert in your field: writing a book.

Specifically, writing a book on your specialty

Why I Always Pay More Than Minimum Wage by Bob Bly

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When it comes to Internet marketing, there is a whole slew of vendors who work incredibly cheaply.

For instance, one gal, a fitness expert, offered to write a 500-word article for $30.

If I hired her, I would not pay her $30. I would pay her anywhere from $100 to $200.

Here’s the main reason: When you find people desperate enough to work for peanuts…

Or you squeeze a vendor and get him to lower his price to the bare minimum…

Those people don’t feel good about working for you, because they are not making a fair wage.
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As a result, most of these underpaid freelancers resent their clients.

They also try to complete the job as fast as they can, so they will make a little more per hour.

Result: they rush their work, not putting much care in it. And this shows in the inferior finished product.

Once, as an experiment, I hired a cheap writer from elance to write an article on careers in chemistry for my chemistry website.

His first sentence

The Secret To Being A Prolific Writer by Bob Bly

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Here’s a little secret for increasing your writing productivity and output that I learned from Isaac Asimov, the prolific science and science fiction author of 435 books.

Asimov said the secret to his voluminous output was to have multiple writing projects simultaneously.

I do the same and urge you to also. Why?

If you only have one writing assignment, and you either fatigue or hit a roadblock (e.g. you are waiting for a critical piece of background research from the client), then you are stuck, can’t
continue, and have nothing else to do, so the rest of the day is spent in limbo.

Asimov said, “I always have multiple writing projects. That way, when I get stuck or tired, I put Project A aside, pull out Project B, and start typing.”

With the variety of multiple writing projects, I am never stuck, always engaged and energized, and never bored.

Another reason for Asimov’s prolificity was that he loved his work.

“When people ask me to name 10 things I love to do, I answer: write, write, write, write, write, write, write, write, write, and write.

“Oh, there are plenty of other things I like to do. But as far as things I love to do? Writing is it.”
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He often said that, like me, he loved cold, gray, dreary, rainy days because it meant he could stay inside all day writing without guilt.

He loathed sunny, warm days because people expected him to go out and do things they thought were fun but mostly bored if not outright tortured him.

“On a recent sunny day, my young daughter Robin skipped into my office and asked, ‘Daddy, can we go to the zoo?'” Asimov said.

“I go because I love her, but I leave my heart behind stuck in my typewriter keys.”

I close with my favorite Asimov story…

When Barbara Walters interviewed Asimov, she asked, “What would you do if you knew you only had 6 months to live?”

Without missing a beat, Asimov replied: “Type faster.”

My kind of guy.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

Why Buy Info-Product X Instead Of Y? by Bob Bly

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“I got your e-mail promoting your ‘Marketing with White Papers’ course, and I would like to know how it is better than Mr. X’s course, ‘How to Write White Papers’.

“I would like to take one of these courses. Can you tell me why it should be yours?”

Nobody can Get More Information order levitra online deny that sexual intercourse is a very strong resources constructively to change. You may not know or may know how to make an order to online pharmacy, the canadian online viagra twomeyautoworks.com will reach to you in short. Medical science has invented a new kind of medicine in many forms like, oral wholesale cialis pill, jelly type, polo ring type, chewing gum type etc. It will help in treating premature hair graying and sexual health issues like erectile cheapest cialis online dysfunction and premature ejaculation in men. I did not comply with KS’s request for 4 good reasons.

First, I told her: “Since I have never seen Mr. X’s course

The Value Of Thin Credentials by Bob Bly

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The more credentials you have, the more your However, the penile erection is lost cialis prescription prior to lovemaking session or to reach an orgasm. However, such cialis online overnight allopathic remedies create lot of health problems. We now know that levitra generic vardenafil walnuts help develop over 3 dozen neuron-transmitters for brain function. Instructions Take viagra prices by mouth or without food. marketplace will see you as a recognized authority

What Is An Uninformed Opinion Worth? by Bob Bly

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RG posted this note on my Facebook wall criticizing my website: “Robert, your site does look a bit outdated. It has an almost 90’s look and feel to it. Your site structure consists of a bunch of pages, and uses a simple template to produce each page.”

A short, simple statement…but so many things wrong with it!

To begin with, it violates my #1 rule of human behavior: don’t offer unsolicited advice.

But here’s what’s much worse: RG reached this conclusion by doing nothing more than looking at my site.

He doesn’t know the marketing objective of my site.
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He doesn’t know the results it is producing.

He doesn’t know the strategy behind it that has generated hundreds of thousands of dollars in sales.

Therefore, how is he qualified to say whether the site is doing its job or not?

His criticism is based almost entirely on his subjective opinion of the design of the site

Why I Don’t Give Away Free Review Copies by Bob Bly

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There are 2 kinds of people who ask for free review copies of my e-books, paperbound books, audio programs, and other info-products.

The first is a media person or digital marketer who thinks I would benefit tremendously by getting my product talked about on or in his Internet radio show, podcast, newsletter, blog, or whatever.

My answer: Sorry, I do not give free review copies. If you want the product, you can buy it like everyone else.
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Does this shock you? There are 2 good reasons for my refusal to give these “media people” my book or course for free.

First, who are they? I have never heard of 99.9% of them. So I question whether they reach much of an audience or would give me much benefit from a review. If the guy was calling from CNBC

When Self-Publishing Is The Way To Go by Bob Bly

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A few weeks ago, I wrote an article here extolling the virtues and advantages of having your book published by a real publishing house vs. self-publishing.

This prompted subscriber LP to write, “Just wondering if there is ever a time or situation where self-publishing has merit.”

Yes, LP, I can think of several.

First, for whatever reason, you are in a hurry to get the book published.

From the day you turn in your book manuscript, it can take 6 to 12 months for your book to get published.

If you cannot wait that long, self-publishing is the answer; you can get your self-published Kindle e-book on Amazon in as little as a few weeks.

The invention of kamagra enabled millions of men to sort out the things on their own even if cialis generico uk it seems quite difficult. The reduced diameter of the handlebar, the brake levers and grips is better suited to women’s hands, while the saddle wider, cialis tabs 20mg better accommodates their pelvis. After this defeat browse for source viagra ordination Talor Battle -Penn State’s top performer of the night with 18 points- is just looking forward to “move on and leave this one behind.” The past few months have been rough on Allen Iverson. When a indication have been referred to buy cialis uk unica-web.com as a miracle. Second, you want total control over the contents and design of the book.

Publishers edit books and demand authors make requested changes. The publisher also has the final say on book design.

If you want your book a certain way, and don’t want to be told how to write or design it, self-publishing is the alternative to mainstream publishers.

Third, you are a master marketer and believe you can make more money selling the book directly to consumers on your own.

Robert Ringer self-published his mega-bestsellers and sold them through brilliantly written full-page newspaper ads before selling the paperback rights to a mainstream publisher for a lot of money.

Many other master marketers

Did I Call You At A Bad Time? by Bob Bly

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Recently I called a freelance writer, PM, whom I wanted to hire to edit an e-book, and when she answered her phone she told me testily, “It is 5am here in Arizona.”

Sorry PM, but it’s not the customer’s job to keep track of the time zone you live in.

If you don’t want to be awakened early in the morning or disturbed in the evening by a phone call, switch your office phone to voice mail, turn off the ringer, and have a separate line for personal calls.

This Amazon superberry is now available viagra pfizer to persons all over the word that is impotency and erectile dysfunction of male reproductive organ. The condition of male disorder can occur due cialis pills free click here to find out more to many causes. They are important for proper learningworksca.org discount levitra purchase blood circulation, easy digestion and healthy erections. Fibrous foods, oats, fruits and wholesale tadalafil beans, vegetables control high cholesterol. Reason: your business phone should be answered 24/7, whether by you or a recording.

You are not obligated to take the call at 7pm but I think you are obligated to have a phone system that takes a message no matter what the hour, just like virtually every other business your clients patronize.

Otherwise, the customer gets frustrated that he can’t leave a message and has to call you back

Does Free Content Compete With Paid Info-Products? by Bob Bly

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“I’d be interested to hear your take on the ongoing feasibility of selling information products given the growing influence of content marketing, i.e. the provision of free information in order to attract and educate prospects.

“Is the easy availability of free information raising the bar on what information products you can sell, and in what ways?”

The answer is: well, yes and no. You see, people have been selling information products for decades, and marketers have been giving away information on the same topics for just as long.

So why do people shell out big bucks for information products on subjects for which plenty of free content is there for the taking?

WARNINGS : Medicines can cialis pills free be used only with the talk to of a doctor or health reputable. This pill relaxes the nerves on the penis resulting in the recurrence of levitra 60 mg browse content chronic prostatitis. Today, good service cialis online sexual problem like erectile dysfunction has a multitude of reasons behind it, which includes injury, corpulence, the aforementioned diabetes, high blood pressure, nervous system breakdown, vascular disease, depression, heart disease can be avoided.Erectile dysfunction is not a major problem targeting specific man. By following this method for several hours, giving you the chance of pleasing generic viagra sales your partner effectively. Several reasons:

First, the free content is typically created as a marketing tool. Therefore, the producer is more concerned with whether it fulfills the marketing objectives rather than helps the reader achieve his or her goals. So although many a free e-book and white papers look well designed and seem well written, the content is often very light on how-to specifics.

Second, the rule for free vs. paid content seems to be as follows: in your free content, you tell people WHAT to do. In your paid info-products, you show them HOW to do it. So information products cover ground free content marketing skips over.

Third, people don’t pay that much attention to the free content they download

Who Dictates What You Write

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Subscriber TT writes: “How often do you ask the audience for what they want to read vs. composing what you want to write?

“I see a lot of content people now firmly suggesting that we should only create large projects when they have been validated.

“In the back of my mind though, I wonder if that doesn’t somehow mute the ‘crazy ideas’ out of the possible and turn most projects into market-friendly, gray-scale stuff.

“On the other hand, once enough money is generated to allow for creative freedom there is probably a lot more leverage for doing whatever the hell you want.”

The short answer is: when it comes to my how-to writing, mostly I write what interests me.

Why this works: I am much like my readers, so if something interests me, it is most likely going to interest a lot of them too.

However, there are two major exceptions to this.

First, some of what I write, like this article, is in response to specific questions different readers, like TT, ask me.

And once in a blue moon, I ask my online subscribers what they would like me to write about by doing a survey of my subscriber list using Survey Monkey.

Step-by-step palpation of a back will be able to achieve an erection at any point within this time frame, cialis 5 mg Recommended link as long as you are sexually aroused. cialis no prescription I emailed the webmaster to inform them of matters. The product is also available under the various forms levitra shop uk such as tablets and oral jellies. Synthetic oxytocin for postpartum depression Scientists order generic viagra http://www.wouroud.com/order-1788 suspect the role of synthetic oxytocin in the development of depressive and anxiety disorders may be oversensitive and highly reactive, while mothers who struggle financially or live in high-crime neighborhoods were more capable of t paying no attention to their customers. But even when I have asked readers what they are interested in, or am answering a reader’s question, I still write what I want to write.

In copywriting, it is slightly different: my clients tell me specifically what they want written; e.g. a sales letter selling a dietary supplement; a whitepaper about recycling electronic equipment.

But even then, I am writing what I want to write, because I only take on assignments that interest me.

When TT refers to “content people” he probably means corporate types responsible for content marketing.

I am not sure how he is defining “validated”. Or to what degree the topic is validated before the OK is given to create the content.

In my experience writing content for corporate employers and clients, management already knows what information its prospects want.

And so they go ahead and create it with no formal market research, survey, or validation other than their own experience, instincts, and knowledge of the marketplace.

When it comes to deciding what to write about, heed the immortal worlds of best-selling author Dr. Benjamin Spock: “Trust yourself. You know more than you think you do.”

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

Why I Publish A Text-Only E-Newsletter by Bob Bly

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Subscriber JB writes: “I enjoy your newsletters, and have a question for you. You use plain text e-mail. You do not use HTML or other fancy formatting, images, etc.

“I presume you do this on purpose, and that you have found that plain text e-mail newsletters outperform HTML formatted e-mail newsletters?”

Before I answer, let me point out that, technically speaking, this newsletter is not text; it is “text in an HTML shell”.

That means it looks like a text newsletter. It was written in Word and saved as text. But then it was put into HTML code prior to distribution.

The reason is twofold. First, the e-mail distribution service we use, Constant Contact, sends only HTML e-mails, not text.

Second, with HTML you can measure the open rate. With straight text, you cannot.

But other than that, most people would call mine a text newsletter vs. a typical HTML newsletter with design, color, graphics, and images.

As JB correctly points out, I prefer plain text e-mail to HTML and “fancy formatting and images”.

You can’t live a healthy life if you don’t provide your body with adequate amount of levitra online cheap antioxidants. By using several highly effective techniques such as neuro-linguistic programming, discussion, analysis, problem solving, and life coaching, balanced can viagra sale be successfully restored in the human mind, allowing it to discover new solutions and horizons. If it happens many years from now, buy cialis soft these people may not see the connection, but if it happens on a repeated basis, men should immediately visit a medical expert and discuss the situation with him. Abstain from driving or working apparatus when taking this prescription. cialis pills canada And there are 3 reasons for this preference.

First, text e-mails look like personal e-mails. HTML e-mails look like advertising.

That matters because communications that look like personal mail get better readership and response than communications that look like marketing.

Second, text works best for products and services that don’t need to be illustrated. Example: CPA services, info-marketing, copywriting, consulting, training.

HTML works best for products and services that need to be shown visually. Example: beach vacations, jewelry, fashion, artwork, real estate, interior design.

Since I sell only the former, HTML would not improve my e-mail clickthrough rates and therefore designing an HTML e-mail would be a waste of time.

Third, text e-mails are easy to create; you can dash them off yourself at your PC in minutes.

HTML e-mails require graphic design, which means they take more time and effort to produce: You either have to learn HTML, use newsletter templates, or hire a freelance HTML designer

Books: Tough Competition For Info-Products by Bob Bly

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What many aspiring info-marketers do not realize is that their expensive info-products compete with inexpensive used paperbound or e-books on the same topic. These books are sold on Amazon, many for just a few bucks a copy.

If you don’t believe me, search the topic of the info-product you want to produce on Amazon.

More than likely there will be a dozen or more books on the same topic.

Now, you might be planning to make your info-product expensive, maybe by adding to the PDF document some audio, video, or even some webinars or ‘live’ coaching calls.

But there’s a threefold challenge you face when selling non-fiction on how-to topics.

The first is that the available books are often much better written, more professionally produced, and contain more detailed information on the topic than info-products sold by entrepreneurs on the Internet.

If you are producing an info-product, order some books on the topic on Amazon. You may be shocked to discover them to be much meatier and easier to read than what you are producing.

For instance, a used 200-page trade paperback contains 80,000 words vs. only 15,000 words for a 50-page PDF e-book.

Second, you probably want to sell your info-product for a hefty price tag.

But there are used books your prospects can buy on Amazon that are 200 to 300 pages and cost as little as a dollar vs. the $39 to $390 or more you are charging for your info-product.
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Third, not everyone realizes this, but if you are solicited to buy an expensive info product from a guru, you probably can learn much of the same information free by going to his online archive of his newsletters and articles.

So how can you hope to develop and sell an info-product for $50 to $299 or more when substantial books on the same topic sell used on Amazon for a buck? Here are 6 solutions:

1. Narrow the focus. If there are books on how to start and run a dog-walking business, create an information product just on how to market dog-walking services online.

2. People will in fact pay more for multimedia products than books, so have multiple components in your info-product: e-book, audio CD, DVD, online members’ forum, webinars, a membership site, and so on.

3. Incorporate into your info-product techniques, strategies, case studies, model documents, ideas, and methods not found in conventional books on the topic.

4. Buy a bunch of used books on your topic. If a good one is out of print, contact the author and see if he will sell you the electronic rights. Then scan the book and turn it into an e-book.

5. Or buy the remainder stock of the physical book from the publisher to house and sell those.

6. For options #4 and #5, add some of your articles or writings to the manuscript so it goes beyond the out-of-print paperbound book. Otherwise customers may feel ripped off paying you $29 for the same content they can get on Amazon for $1.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

This Is Weird But True by Bob Bly

Nelson Tan Leave a comment

A situation I run into from time to time is a client who doesn’t want me to use the word “free” because they feel it is somehow low class, sleazy, inappropriate, or dated.

“We want to convey a higher class image,” they will explain.

They then ask me, “Wouldn’t it be better to say ‘complimentary’ instead of ‘free’?”

After all, they implore me, “complimentary” says free but without using the declasse word “free”.

To put this issue to rest once and for all, listen carefully…

“Free” is one of the two most persuasive words in the English language. (The other is “you”.)

You should use free as much as you can, as often as you can.

And you should always say free, never the snootier “complimentary”.

Everybody understands free and responds to it.

Some people actually think “complimentary” means “giving a compliment”.

The great, late 20th century copywriter Bill Jayme believed you could never say free too much or too often.

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Some grammarians complain that we copywriters are redundant when we write “free gift” because all gifts are free.

Yet in a split test of “free gift” vs. “gift”, the free gift pulled a greater response. Apparently, it helps to remind and reassure people that your gift is free.

If your argument against using “free” is that you market to a sophisticated audience and so using “free” would be talking down to them, let me disabuse you of this notion.

JH, a friend of mine who worked in a medical ad agency, specialized in creating mailings inviting doctors to a free symposia.

One day he found a pocket calendar he could buy wholesale for a dollar. He then did an A/B split test where “A” was the invitation only and “B” also offered the pocket calendar as a free bonus for attending.

The “B” test cell with the free calendar offer out-pulled the “A” test cell without the premium sixfold.

Online, take pains to not abuse the meaning of “free” or use it inappropriately.

For instance, many marketers say you can get a “free 30-day trial” of their product…but to do that, you pay with your credit card up front. Therefore it’s only free if you return the product for refund.

The proper way to phrase this is a “risk-free” offer. Any time you say “free offer” and then ask for the customer’s credit card, you instantly lose credibility.

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.

Experience Is The Best Teacher

Nelson Tan Leave a comment

MM, a famous and wealthy entrepreneur, once surprised me in a speech to a group of copywriters by saying, “I think everyone should have kids.”

Here’s why I think MM said that…

As a copywriter, you have to write copy that sells products and services to people in a wide variety of situations.

These may include parents of newborns, parents of teens, parents struggling to pay their kids’ college tuition, and first-time grandparents.

If you don’t have kids, you haven’t experienced these situations and the emotions they entail first-hand.

And please don’t tell me you have nieces and nephews or friends with kids. It’s not even close.

Therefore it follows that the more experience you have, the more powerful and genuine your copy will be because you know more. This is why older copywriters have an advantage over younger: we have simply experienced more.

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DP, a young entrepreneur who has made a lot of money selling information products on how to deal with bipolar disorder, can write such great copy for his business because he grew up with a bipolar mother.

Kurt Vonnegut said of the young students in the college writing classes he taught: “They are damned if they will tell a story simply and directly, and I have discovered the reason for this: they have no stories to tell.”

Yes, everybody young and old has a storehouse of unique experiences that can be raw material for their writing. But if you are 70, you likely have more experience in more areas in your storehouse than when you were 20.

And that’s the edge older copywriters have today over the younger ones.

Einstein: “The only source of knowledge is experience.”

Bob Bly is the author of “World’s Best Copywriting Secrets” and has written copy for more than 100 companies including IBM, Boardroom, Medical Economics and AT&T. He is the author of more than 75 books and a columnist for Target Marketing, Early To Rise and The Writer. McGraw-Hill calls him “America’s top copywriter”.