Bob Bly - Copywriters Toolkit.PDF

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▬▬▬ The COPYWRITER’S Toolkit ▬▬▬

Center for Technical Communication. © Copyright 2007

Center for Technical Communication22 East Quackenbush AvenueDumont, NJ 07628(201) [email protected]

A Note to the Reader

This manual is intended to give guidance on how to start and run a freelance copywritingbusiness.

The Copywriter’s Toolkit is copyrighted by the Center for Technical Communication. Noportion of this manual may be reprinted or reproduced in any way without the author’sexpress written permission except by the authorized purchaser of this e-book, who maymake copies of forms, checklists, and letters for his or her own use.

© Copyright 2007, by the Center for Technical Communication. All rights reserved.

This is NOT a free e-book!

Purchase of this e-book entitles the buyer to keep one copy on his or her computer and to print out one copy only.

Printing out more than one copy—or distributing it electronically—is prohibited by international and U.S.A.copyright laws and treaties, and would subject the purchaser to penalties of up to $100,000 PER COPY distributed.



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Table of ContentsINTRODUCTION .................................................................................................... 5

1. General fee schedule ........................................................................................ 6

2. Seminar forms ................................................................................................... 93. Lead-generating sales letter to software companies ...................................... 14

4. One-page bio sheet.......................................................................................... 16

5. Non-disclosure agreement ................................................................................ 18

6. Dear Marketing Professional lead-generating letter ........................................... 22

7. Direct mail reply card........................................................................................ 24

8. Free e-zine ....................................................................................................... 26

9. Testimonial sheet .............................................................................................. 31

10. Standard copywriting agreement..................................................................... 34

11. “Results disappointing” memo......................................................................... 36

12. Press release to your local paper ..................................................................... 37

13. Online copywriting fee schedule...................................................................... 38

14. Newsletter publisher letter .............................................................................. 41

15. Marketing communications audit..................................................................... 43

16. FAQs .............................................................................................................. 46

17. Kill fee schedule.............................................................................................. 4818. Client contract ................................................................................................ 49

19. Client list ........................................................................................................ 54

20. Client questionnaire........................................................................................ 57

21. Seminar description ........................................................................................ 60

22. Inquiry fulfillment letter ................................................................................... 62



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23. Daily to-do list ................................................................................................ 67

24. Long-term to-do list ........................................................................................ 69

25. “To come” list (potential jobs) .......................................................................... 73

26. Idea starters checklist...................................................................................... 75

27. Copy disclaimer .............................................................................................. 78

28. Copywriting questionnaire .............................................................................. 79

29. Multiple copy platforms................................................................................... 81

30. Travel itinerary for business trip....................................................................... 83

31. Space ad promoting copywriting services......................................................... 86

32. Copywriting order form................................................................................... 87

33. Invoice............................................................................................................ 90

34. Fax cover sheet ............................................................................................... 9235. Cold-calling script ........................................................................................... 93

36. Sales letter to industrial marketers .................................................................. 96

37. Collection letter series..................................................................................... 98

38. Query letter .................................................................................................. 100

39. Letter to obtain testimonials .......................................................................... 102

40. Letter for getting permission to use existing testimonial ...................................... 103

41. Form for keeping track of sales leads ............................................................ 104

42. Letter requesting referrals ............................................................................. 106

43. Promoting yourself through speaking engagements....................................... 107

44. Sample copy critique..................................................................................... 108

45. Sample copy manuscript ............................................................................... 110

46. Follow-up call scripts..................................................................................... 113

47. Compliance disclaimers ................................................................................ 115

48. Small display ad............................................................................................ 117

49. White paper template ................................................................................... 118

50. Article reprints .............................................................................................. 120

51. Seminar brochure ......................................................................................... 122

52. Flier announcing a speaking engagement ..................................................... 124

53. Tax form for Canadians working for U.S. clients ............................................ 125

54. Creative Brief................................................................................................ 126



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55. Overcoming objections Web page................................................................. 128

56. Letterhead .................................................................................................... 130

57. Product order forms ...................................................................................... 131

58. Detailed copy platform.................................................................................. 134

59. E-book disclaimers........................................................................................ 138

Appendix I: Copywriter’s Roughs .................................................................... 139

A. #10 direct mail package................................................................................. 139

B. Slim-jim brochure ........................................................................................... 140

C. Full-page direct response ad........................................................................... 141

D. Sales brochure ............................................................................................... 142

E. Editorial-style ad ............................................................................................. 143F. Buck slip.......................................................................................................... 144

G. 4-page insert ................................................................................................. 145

H. Order card with tear-off stub .......................................................................... 146

I. Postcard........................................................................................................... 147

J. Premium sheet ............................................................................................... 148

K. Voucher ......................................................................................................... 149

L. Landing page .................................................................................................. 150

M. HTML e-mail .................................................................................................. 151

N. Illustrated sales letter. .................................................................................... 153

O. Lift letter ........................................................................................................ 154

Appendix II: Sources and Resources .................................................................. 155

About the author ............................................................................................. 165



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INTRODUCTION

Almost all small businesses use a variety of forms, letters, boilerplatedocuments, and checklists to manage their marketing, sales, accounts payable,accounts receivable, client relations, business planning, bookkeeping, and otherbusiness functions.

For many businesses, such as rental property owners, you can buy forms

customized for that industry. A landlord kit, for instance, might have rentalagreements, model leases, eviction notices, and so on.

Now, in The Copywriter’s Toolkit , you get all the forms, checklists, modelletters, contracts, and other documents you need to start and run your freelancecopywriting business.

I did not develop these forms in a hurried afternoon just to make money sellingthem to you as an e-book. I created them as I needed them during my 25 years as afull-time freelance copywriter—and used them in a freelance copywriting businessthat has grossed, so far, many millions of dollars in revenues.

If I added up all the hours spent planning, writing, testing, and refining thetools in this collection, and then multiplied by my current hourly rate, it would cometo well over $25,000. Now they are yours to use for a tiny fraction of that price.

One important note: I am not a lawyer, and these forms and other materials arefor general guidance only. They are no substitute for legal counsel, and when you areasked to sign an agreement to do work for a client, you should always have it reviewedby an attorney.



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1. General fee schedule

When I got into freelance copywriting in the early 1980s, most copywriters did notpublish their fees.

My mentor Sig Rosenblum was one of the exceptions, as was another seniorcopywriter, Burt Dubin. In their “packages”—information kits they’d send to potentialclients—they said exactly what they charged for a 1-page lead-generating letter … 4-page

mail order letter … and so on.

I took this concept a bit further and published the fees for all the copywritingprojects I handled on an 8 ½ X 11” sheet of my letterhead.

My current fee schedule is reprinted below. The front is my copywriting fees for theassignments I handle along with my terms and conditions. The back offers clients someadditional copywriting options.

Unlike Sig and Burt, I don’t publish a firm price for each assignment but insteadgive a range. Reason: each project is different. Some are more labor-intensive than others. Ifind out exactly what is involved and then quote a fee that is fair to me and the client.

The purpose of the fee schedule then is not to allow the customer to order copywithout speaking to me, but to show him the range he can expect to pay for what he wants.

Clients are more comfortable with copywriters who have fee schedules for a couple ofreasons.

First, they get some idea early in the process of hiring a copywriter what thecopywriter charges.

Second, it communicates to them that your pricing is not random. You are not

charging them a lot because you think they can afford it.

You have a standard price range, and if the fee you quote is within that price range,they will be comfortable.



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Schedule of Estimated FeesPrint ad, full page $2,500-$3,500+Sales letter $2,000-$8,500+Direct-mail package, lead generation $4,500-$6,500Direct-mail package, mail order $6,500-$9,500+

Renewal series $1,000-$1,500/letterBlanket renewal $2,000-$3,500Insert $2,500-$5,000Magalog $9,500-$15,000Bookalog $15,000-$20,000Self-mailer $2,500-$5,500Postcard or double postcard $1,500-$2,500Voucher $2,000+Brochure $750-$1,000/pageData sheet $2,000Catalog $750/pageNewsletter $750/pageFeature story $1,500-$4,000Short article $500-$1,500White paper $4,000-$5,000Case study $1,500-2,500Booklet $3,000-$4,000Press release, 1-2 pages $750-$950

Audiovisual or multimedia script $3,000+Telemarketing script $1,500-$2,500Radio commercial (three-spot package) $2,000-$3,000Slogans or product names (package of 10) $2,000Copy critique $750-$1,500Online copywriting Request fee schedule

Terms:

Purchase order or letter of authorization required for all jobs. Copywriting fees for initial projectsare payable 50% in advance, balance upon delivery. Copy critique fees are payable in full, inadvance.

All revisions must be assigned within 30 days of receipt of copy. Two rewrites are made free ofcharge unless the revision is based on a change in the assignment made after copy issubmitted.

Listed fees are guidelines only. Call today for a prompt price quotation on your specificassignment. See reverse side for special “bundled” offers.

NOTE: This fee schedule current as of July 2007 and valid for 90 days from date of receipt. Besure to call for current fee schedule when ordering copy or consulting service.

(over)



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Marketing Program Fee Schedule

Marketing Program #1: Lead-Generation Campaign $7,500

Copywriting of a 1-2 page lead-generation letter, optional teaser copy, reply element, and “baitpiece” or information premium such as a booklet or special report.

Marketing Program #2: Lead-Generation and PR Campaign $8,500

Copywriting of a 1-2 page lead-generation letter, optional teaser copy, reply element, and “baitpiece” or information premium such as a booklet or special report, plus a press releaseannouncing publication of the report to the media.

Marketing Program #3: Feature Article Placement $7,500

Writing of a feature article and query letter you can use to persuade editors to publish thearticle. Placement not guaranteed, but article text can be used as a self-published booklet orspecial report and offered as a premium.

Marketing Program #4: Press Release Distribution $5,500

Copywriting of a 1-2 page press release, distribution to as many as 300 media outlets, and one-time follow-up with the top 10 media outlets via phone. Includes recommendation on strategyand media list, but client procures list directly from the recommended source.

Marketing Program #5: On-Call Copywriting and Consultation $5,000/month

10 hours of my time for copywriting, marketing advice, or whatever else you require based on$500 per hour. Payable in advance on a month by month basis—no long-term contract required.2-month minimum.



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2. Seminar forms

It is likely you will do a bit of public speaking as a copywriter.

You may give short lunch or dinner talks at ad clubs and other venues to promoteyourself and get clients.

Or, corporations may ask you to come in for a day and train their employees in

copywriting, marketing, or another topic you know well.Here are two forms that will help you in these endeavors.

The first is a pre-program questionnaire.

Give this to the person in charge of the meeting and ask her to complete and returnit to you.

It’s a quick, efficient way to find out what the meeting planner wants you to deliver.

Pre-Program Questionnaire

This questionnaire is designed to help me tailor our seminar to the specific needs, interests, andbackground of the audience.

Please answer each question as best you can and return this form to our office. Thanks!1. Program you would like us to present for you:[ ] Effective technical writing[ ] Effective business writing[ ] How to write copy that sells[ ] How to use direct mail to generate more leads and sales[ ] Selling your services[ ] Successful selling



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[ ] Keeping clients and customers satisfied[ ] 14 ways to sell any product or service in a recession[ ] Other:

2. Tell us a little more about the group.

Number of people who will be in the audience:Average age:Male/female ratio:Annual personal income [if relevant]:Educational level:Average number of years with company or organization:Job titles/functions of people in the audience:

(1) (2) (3)

3. Which of the following best describes the attitude of the majority of your audience toward ourupcoming training session?[ ] Very eager and enthusiastic—really looking forward to it[ ] Somewhat eager and enthusiastic—if perhaps a tad skeptical about our ability to deliversomething they can use[ ] Neutral—neither enthusiastic nor skeptical—their attitude is “show-me”[ ] Not terribly interested but not unhappy about going[ ] Hostile, bored, or both—don’t want to go and are being forced to by supervisor ormanager[ ] Smug—think they already “know it all”[ ] Other:

4. How well educated is the audience in the topic of the seminar?[ ] They’re all experts—the presentation should be advanced and on a high level[ ] They’re fairly knowledgeable but recognize there’s always more to learn androom for improvement[ ] They have some knowledge of the topic but haven’t been exposed to it that much[ ] They’re novices and require a strong education in the fundamentals[ ] Other:

5. What are the three most pressing challenges or problems faced by the members of yourgroup?

(1) (2) (3)

6. Which professional speakers have you previously used to present programs on my topic?(1) (2) (3)

7. Aside from #6 above, what are the three most significant events or trends to have



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occurred in your industry, or within your company or group, during the pastyear or so?

(1) (2) (3)

8. What are your specific objectives for our program? (e.g.. what skills do youwant your people to gain, what changes in attitude do you desire, what actions doyou want them to take as a result of the training, etc.?)

(1) (2) (3)

9. What specific information, strategies, techniques, or topics in particular do youwant to make sure I cover in the program?

(1)

(2) (3)

10. Are there any issues or topics that you want me to avoid during the program?(1) (2) (3)

11. Have you any other suggestions or advice to help me make this program your best ever?(1) (2) (3)

Instructions:

Please complete this form and mail it back to us at the address below:Return to:Bob Bly Seminar Leader/Consultant/Copywriter22 E. Quackenbush AvenueDumont, NJ 07628phone (201) 385-1220 • fax (201) 385-1138

© Copyright 1992 Bob Bly



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The second form below is more specialized. This is a Writing Audit I use in my writingseminars presented in-house for corporate clients.

For instance, a corporation may have a dozen people on staff who write marketingmaterials. They will fly me or another trainer in for a day to give them training incopywriting.

I ask the meeting planner to distribute the Writing Audit in advance to theattendees, and require them to return the complete Audit to me with a writing sampleattached.

Please Complete and Return This Form

1. Name TitleCompany Phone

2. Which of the following best describes the type of writing you do?business writing technical writing copywritingother:

3. Which of the following do you write as part of your job?

ads articles brochures catalogs

direct mail letters manuals memos

proposals reports speeches

others:

4. Please attach one or two short samples of your writing—1 to 2 pages each at most.

5. Which of the following writing problems do you have?Deadline too tightCopy is ruined in the approval processSubject matter too technical for me to understandConducting effective interviewsFinding and using suitable graphics to go with my copyOveruse of technical terms, buzzwords, and jargonOveruse of clichesMaking spelling mistakesProper use of punctuation marksUsing correct grammarMaking complex subject matter clear and understandableMaking dull subject matter interesting to the readerExpressing numbers and mathematical terms in writingOveruse of abbreviations



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Creating attention-getting headlines and subheadsWriting abstracts of longer piecesUse of tensesKeeping ideas in writing parallelOveruse of antiquated phrases and stuffy language

Paragraphs and sentences too longWords too bigBeing concise and writing to fit the available spaceothers:

6. What questions about writing do you have that you would like us to answer in theseminar for you?

(1) (2) (3)

7. What do you want to learn in this seminar?(1) (2) (3)

8. On a scale of 1 to 10 (10 = superior, 5 = average, 1 = poor), how would you rate yourwriting skills:

9. What would it take to increase your rating of your writing skills to an 8, 9, or 10?

10. Any other requests, suggestions, or comments?

Mail to: Bob BlyCTC22 E. Quackenbush Ave.Dumont, NJ 07628

Fax to: (201) 385-1138Call: (201) 385-1220

© 1993 The Center for Technical Communication



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3. Lead-generating letter to software companies

Here is a successful sales letter I used to generate inquiries for my freelancecopywriting services from potential clients in the software industry. As I recall, it generatedaround a 5% response, with excellent leads that turned into many thousands of dollarsworth of assignments.

Dear Software Marketer:

“It’s tough to find a copywriter who can produce result-gettingcopy for software, computers, and related high-tech products andservices,” a prospect told me over the phone the other day.

Do you have that same problem? If so, please complete and mailthe enclosed reply card, and I’ll send you a free information kitdescribing a service that can help.

As a freelance copywriter specializing in direct marketing,I’ve planned and written successful lead-generating and mail ordercopy for over a hundred software and high-tech companies includingComputron, Hyperion Software, IBM, On-Line Software, Mortice KernSystems, Yourdon, Syncsort, Micro Logic, Citrix Systems, WolframResearch, Symantec, Digital Linguistix, HB Pascal & Co., Letraset,MacSciTech, Intrasoft, and Isogon.

Does my copy work?

* Convergent Solutions was getting a 1 to 2% response tomailings for its CS/ADS application development tool. A simple wordingchange to the beginning of their sales letter increased response to5%—more than double the control.

* Another mailing campaign, promoting disaster recoveryservices, pulled a whopping 56% response … and generated an immediate$5.7 million in sales for U.S. West. (The mailing won a Gold Echoaward from the Direct Marketing Association.)

* On a space ad for Chubb Institute, a computer trainingcompany, we doubled the number of inquiries produced over all previousads … simply by changing the presentation of the offer.



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* For Isogon, a three-part mailing inviting MVS professionalsto a seminar on software asset management generated a 21% response.

To see some of these successful ads and mailings … and othersmore related to your product … just complete and mail the enclosedreply card today. You’ll receive a complete information kit including

copywriting samples, client list, testimonials, fee schedule, andmore. For fastest delivery, call 201-385-1220.

Sincerely,

Bob Bly

P.S. Respond now and I’ll also send you a free tip sheet, “20Secrets of Selling Software in Print.” This reprint is packed withproven techniques for increasing the selling power of your softwareads, direct mail, and brochures.



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4. One-page bio sheet

You will frequently be asked to provide your bio, so it pays to make up a one-pagebio sheet you can e-mail to people who request it.

I include this bio sheet both in the copywriting information kits I send to potentialclients as well as post it on my Web site.

Business-to-Business/High-Tech/Direct Response

BOB BLY is an independent copywriter and consultant with more than 20 years of experience in business-to-business, high-tech, industrial, and direct marketing.

Bob has written copy for over 100 clients including Network Solutions, ITT Fluid Technology, MedicalEconomics, Intuit, Business & Legal Reports, and Brooklyn Union Gas. Awards include a Gold Echofrom the Direct Marketing Association, an IMMY from the Information Industry Association, twoSouthstar Awards, an American Corporate Identity Award of Excellence, and the Standard of Excellenceaward from the Web Marketing Association.

Bob is the author of more than 50 books including The Complete Idiot’s Guide To Direct Marketing (Alpha Books) and The Copywriter’s Handbook (Henry Holt & Co.). His articles have appeared innumerous publications such as DM News , Writer’s Digest , Amtrak Express , Cosmopolitan , Inside Direct

Mail , and Bits & Pieces for Salespeople .

Bob has presented marketing, sales, and writing seminars for such groups as the U.S. Army, IndependentLaboratory Distributors Association, American Institute of Chemical Engineers, and the AmericanMarketing Association. He also taught business-to-business copywriting and technical writing at NewYork University.

Bob writes sales letters, direct-mail packages, ads, e-mail marketing campaigns, brochures, articles, pressreleases, white papers, Web sites, newsletters, scripts, and other marketing materials clients need to sell

their products and services to businesses. He also consults with clients on marketing strategy, mail orderselling, and lead generation programs.

Prior to becoming an independent copywriter and consultant, Bob was advertising manager for KochEngineering, a manufacturer of process equipment. He has also worked as a marketing communicationswriter for Westinghouse Defense. Bob Bly holds a B.S. in chemical engineering from the University ofRochester and has been trained as a Certified Novell Administrator (CNA). He is a member of theAmerican Institute of Chemical Engineers and the Business Marketing Association.



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Bob has appeared as a guest on dozens of TV and radio shows including The Advertising Show, BernardMeltzer, Bill Bresnan, CNBC, and CBS Hard Copy. He has been featured in major media ranging fromthe LA Times and Nation’s Business to the New York Post and the National Enquirer.

Bob Bly22 E. Quackenbush AvenueDumont, NJ 07628201-385-1220fax [email protected] www.bly.com



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5. Non-disclosure agreement

Many prospects and clients are concerned about the confidentiality of their projectand are afraid you will—accidentally or on purpose—share proprietary information withothers.

To prevent this, they will ask you to sign a non-disclosure agreement. Normally,they provide the agreement for your signature.

But occasionally, a prospect will ask the copywriter, “Do you have a standardnon-disclosure agreement?”—and it helps you win the business if you can provide one suchas the below.

Client ConfidentialityDetails of our work together are kept in strictest confidence. A modelconfidentiality agreement is presented below for your use.

NON-DISCLOSURE AGREEMENT THIS AGREEMENT is made on

BETWEEN

1. [Your company name here], (the "Disclosing Party"); and2. [ Bob Bly ], (the "Receiving Party"),

collectively referred to as the "Parties".

RECITALS

A. The Receiving Party understands that the Disclosing Party has disclosed or may discloseinformation relating to [Name of Project Here], which to the extent previously, presently, orsubsequently disclosed to the Receiving Party is hereinafter referred to as "ProprietaryInformation" of the Disclosing Party.



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OPERATIVE PROVISIONS

1. In consideration of the disclosure of Proprietary Information by the Disclosing Party, theReceiving Party hereby agrees: (i) to hold the Proprietary Information in strict confidence and totake all reasonable precautions to protect such Proprietary Information (including, withoutlimitation, all precautions the Receiving Party employs with respect to its own confidentialmaterials), (ii) not to disclose any such Proprietary Information or any information derivedtherefrom to any third person, (iii) not to make any use whatsoever at any time of suchProprietary Information except to evaluate internally its relationship with the Disclosing Party, and(iv) not to copy or reverse engineer any such Proprietary Information. The Receiving Party shallprocure that its employees, agents and sub-contractors to whom Proprietary Information isdisclosed or who have access to Proprietary Information sign a nondisclosure or similaragreement in content substantially similar to this Agreement

2. Without granting any right or license, the Disclosing Party agrees that the foregoing shall notapply with respect to any information after five years following the disclosure thereof or anyinformation that the Receiving Party can document (i) is or becomes (through no improper actionor inaction by the Receiving Party or any affiliate, agent, consultant or employee) generallyavailable to the public, or (ii) was in its possession or known by it prior to receipt from theDisclosing Party as evidenced in writing, except to the extent that such information was unlawfullyappropriated, or (iii) was rightfully disclosed to it by a third party, or (iv) was independentlydeveloped without use of any Proprietary Information of the Disclosing Party. The Receiving Partymay make disclosures required by law or court order provided the Receiving Party uses diligent

reasonable efforts to limit disclosure and has allowed the Disclosing Party to seek a protectiveorder.

3. Immediately upon the written request by the Disclosing Party at any time, the Receiving Party willreturn to the Disclosing Party all Proprietary Information and all documents or media containingany such Proprietary Information and any and all copies or extracts thereof, save that where suchProprietary Information is a form incapable of return or has been copied or transcribed intoanother document, it shall be destroyed or erased, as appropriate.

4. The Receiving Party understands that nothing herein (i) requires the disclosure of any ProprietaryInformation or (ii) requires the Disclosing Party to proceed with any transaction or relationship.

5. The Receiving Party further acknowledges and agrees that no representation or warranty,express or implied, is or will be made, and no responsibility or liability is or will be accepted by theDisclosing Party, or by any of its respective directors, officers, employees, agents or advisers, asto, or in relation to, the accuracy of completeness of any Proprietary Information made availableto the Receiving Party or its advisers; it is responsible for making its own evaluation of suchProprietary Information.



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6. The failure of either party to enforce its rights under this Agreement at any time for any periodshall not be construed as a waiver of such rights. If any part, term or provision of this Agreementis held to be illegal or unenforceable neither the validity, nor enforceability of the remainder of this

Agreement shall be affected. Neither Party shall assign or transfer all or any part of its rightsunder this Agreement without the consent of the other Party. This Agreement may not beamended for any other reason without the prior written agreement of both Parties. This

Agreement constitutes the entire understanding between the Parties relating to the subject matterhereof unless any representation or warranty made about this Agreement was made fraudulentlyand, save as may be expressly referred to or referenced herein, supersedes all priorrepresentations, writings, negotiations or understandings with respect hereto.

7. This Agreement shall be governed by the laws of the jurisdiction in which the Disclosing Party islocated (or if the Disclosing Party is based in more than one country, the country in which itsheadquarters are located) (the "Territory") and the parties agree to submit disputes arising out of

or in connection with this Agreement to the non-exclusive of the courts in the Territory.

[Disclosing Party] [Receiving Party]

Business Name: [your company name here]] Business/Individual Name: Center for TechnicalCommunication

Name: Name: Bob BlyTitle: Title: ___________________________

Address: Address: ________________________

Date: January 9, 2007 Date: ___________________________

I’m not a fan of long agreements written in legalese, so I use a much simpler—andshorter—nondisclosure memo in my own copywriting business:

TO: Sue Simon, ABC SystemsFROM: Bob Bly, phone (201) 385-1220DATE: 12-11-06RE: Nondisclosure agreement

1. “Confidential Information” means any Information given to me by ABCSystems.

2. I agree not to use, disseminate, or share any Confidential Informationwith my employees, vendors, clients, or anyone else.

3. I will use reasonable care to protect your Confidential Information,treating it as securely as if it were my own.



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4. I won’t publish, copy, or disclose any of your Confidential Informationto any third party and will use my best efforts to prevent inadvertentdisclosure of such Information to any third party.

5. The copy I do for you shall be considered “work for hire.” ABC Systemswill own all rights to everything I produce for you, including the copyright.I will execute any additional documents needed to verify your ownership of

these rights.Sincerely,

Bob Bly



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6. “Dear Marketing Professional” lead-generating le

This was my main sales letter for promoting my copywriting business in the dayswhen I was strictly business-to-business. It generated a 10% response with excellentinquiries from prospects who gave me enough work to make my business successful.

Dear Marketing Professional:“It’s hard to find a copywriter who can handle business-to-business, industrial, and high-

tech accounts,” a prospect told me over the phone today, “especially for brochures, direct mail,Web sites, and other long-copy assignments.”

Do you have that same problem?If so, please complete and mail the enclosed reply card and I’ll send you a free

information kit describing a service that can help. As a freelance copywriter specializing in business-to-business marketing, I’ve written

hundreds of successful ads, sales letters, direct mail packages, Web pages, e-mail marketingcampaigns, brochures, data sheets, annual reports, feature articles, press releases,newsletters, and audiovisual scripts for clients all over the country.

But my information kit will give you the full story.You’ll receive a comprehensive “WELCOME” letter that tells all about my copywriting

service—who I work for, what I can do for you, how we can work together.You’ll also get my client list (I’ve written copy for more than 100 corporations and

agencies) … client testimonials … biographical background … samples of work I’ve done inyour field … a fee schedule listing what I charge for ads, brochures, and other assignments …

helpful article reprints on copywriting and marketing … even an order form you can use to putme to work for you.Whether you have an immediate project, a future need, or are just curious, I urge you to

send for this information kit. It’s free … there’s no obligation … and you’ll like having a provencopywriting resource on file—someone you can call on whenever you need him.

From experience, I’ve learned that the best time to evaluate a copywriter and take a lookat his work is before you need him, not when a project deadline comes crashing around the



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corner. You want to feel comfortable about a writer and his capabilities in advance … so when aproject does come up, you know who to call.

Why not mail back the reply card TODAY, while it is still handy? I’ll rush your freeinformation kit as soon as I hear from you.

Regards,

Bob BlyP.S. Need an immediate quote on a copywriting project? Call me at (201) 385-1220.

There is no charge for a cost estimate. And no obligation to buy.



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7. Direct-mail reply card

I enclose a reply card with any letter I send out to generate leads, either for myselfor my clients. The reply card shown below is the one I use for my own letters.

Some people ask why bother to enclose a reply card when you can have the prospectcall your 800 number or go to your Web site.

The answer is that a reply card is a visual indicator to the recipient that “this is aletter that you are supposed to respond to”—and enclosing a reply card almost alwaysboosts response rates.

Bob BlyCopywriter/Consultant22 East Quackenbush AvenueDumont, N.J. 07628

(Front)

PLACESTAMPHERE



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Bob:Please send more information on your copywriting services.

Give me a call. I have an immediate project in mind.

Not interested right now. Try us again in .(month/year)

Name: Title: Phone:Company: Address:City: State: Zip:

My industry is:(Ad agencies—please list types of accounts you handle)

Type of copy I need: Ads Direct Mail Brochures

Press Release Feature articles NewslettersOther:

(describe)

(Back)



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8. Free e-zine

For 5 or 6 years, I have sent a monthly e-newsletter to my clients, prospects,seminar attendees, book buyers, and anyone else who requests it. Today I have over 50,000subscribers.

I started the e-zine simply as an inexpensive means to promote my copywritingservice by keeping my name in front of clients and prospects, on a monthly basis, for

virtually no cost.

Today I am an active Internet marketer, selling dozens of my own informationproducts online and making thousands of dollars a week doing so. I would not be able to dothis if I did not have a large opt-in e-list of subscribers interested in my advice andwritings.

From: Bob Bly

Subject: Is “benefit selling” obsolete?

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

June 2007

----------------------------------------------------------------------

You are getting this e-mail because you subscribed to it onwww.bly.com or because you are one of Bob’s clients, prospects,seminar attendees, or book buyers. If you would prefer not to receivefurther e-mails of this type, go to www.bly.com, enter your e-mailaddress, and hit Unsubscribe.

Your subscription brings you one regular monthly issue, usually at thebeginning of the month, plus one or two supplementary messages eachweek, usually recommendations for information products on marketingand related topics. I review each product personally before endorsingthem and in many cases know the authors.

We do not rent or share your name with anybody. Feel free to forwardthis issue to any peers, friends and associates you think wouldbenefit from its contents. They will thank you. So will I.



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----------------------------------------------------------------------

***Get famous on other people’s blogs***

A marketing consultant told members of a rock band to shout to theiraudience at concerts: “Take a picture of us with your digital camera;when you get home, blog about us, and put our picture on your blog!”

As a result, the band gained fame—and boosted CD sales—throughblogging. And they didn’t even have their own blog!

Source: Simplify Your Life, 10/06, p. 10.

----------------------------------------------------------------------

***Do you talk too much?***

“If, in any conversation you’re speaking more than 60% of the time,you’re talking too much,” says career coach Marty Nemko.

Rule of thumb: you have twice as many ears as you have mouths, so youshould listen twice as much as you talk. Ideally, in any conversation,

you should talk no more than 30% to 40% of the time.This is especially true in business and sales situations, wherelistening is vital.

Source: Kiplinger’s Personal Finance, 4/07, p. 90.

----------------------------------------------------------------------

***Do benefits sell?***

Is “benefit selling” obsolete, or does it still work in today’smarket? Indeed it does, says Doug Hall, CEO of Eureka Ranch, whogained brief notoriety as the “mean” judge on a reality TV show foraspiring inventors.

According to Hall, of 901 new products and services studied over a 5-year period, the survival rate for those whose marketing communicatedspecific benefits was 38% vs. only a 13% survival rate for goods whosebenefits were less clear.

Conclusion: stressing clear benefits increases your product’s chanceof success more than threefold.

Source: BusinessWeek SmallBiz, 5/07, p. 36.----------------------------------------------------------------------

***Get listed in Who’s Who***

For over a century, inclusion in “Who’s Who” directories has beenrecognized as a singular mark of success and distinction.

But what not one person in a thousand realizes is that there aredozens of different version’s of “Who’s Who” out there.



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Some of these directories are highly selective … and accept newcandidates strictly by “invitation only.”

Others are far less restrictive—and openly invite you to nominateyourself for inclusion.

But most people … including your prospects … don’t know one “Who’sWho” from another.

To the public, all “Who’s Who” directories are equally prestigious.

And being listed in any of them immediately distinguishes you assomeone at the top of your field, industry, or profession.

So what are you waiting for?

It’s high time YOU were in “Who’s Who,” right next to some of therichest—and most successful—men and women in the country.

To get started … and discover how you can gain the prestige and honorof being listed in a “Who’s Who” directory this year … just clickhere:

http://www.getlistedinwhoswho.com/

Caution: many Who’s Who directories will call to notify you of yourselection—and then ask you for a credit card to lock in yourinclusion.

Is it worth it? Early in your career, maybe: it’s still an impressivecredential to many.

Once you’re established, don’t pay it.

----------------------------------------------------------------------

***Referral marketing online***

Marketing expert Shel Horowitz built his successful consultingbusiness largely through word-of-mouth advertising on Internetdiscussion groups.

Here’s how it works: when Shel gets a client from one of his Internetdiscussion groups, he asks the satisfied client—in private, aftercompletion of a successful project—whether they’d be willing to post a

comment about how happy they were on the list.“It didn’t take long for these testimonials to bring in a steadystream of work, as well as referrals from list members, whether or notthey’d used my services,” says Shel. “The direct and indirect leadsI’ve gotten from discussion groups exceed those from my Web site,speaking, and media exposure combined.”



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For more information on Shel:

http://www.frugalmarketing.com

----------------------------------------------------------------------***Do you want to write a book?***

Over 80% of people plan to write a book. And more than six million ofthem have already written a manuscript.

Admittedly there are dozens of companies who will take your money andpublish your book. But how do you get a legitimate publisher to payyou for your book, and not the other way around?

Former book acquisitions editor Terry Whalin says editors andpublishers don’t read manuscripts. They read book proposals.

In his book “Book Proposals That Sell: 21 Secrets to Speed YourSuccess,” Terry shows you how to achieve your dream of becoming a

published author.

I’ve sold more than 70 books to traditional publishers, and I can saywithout reservation that Terry’s book is accurate, useful, evenentertaining. For more information or to order, click below:

http://www.webmarketingmagic.com/app/aftrack.asp?afid=551747 ----------------------------------------------------------------------

***Recommended vendor for: e-book cover design***

When you are looking for e-book and book covers that sell your books,contact my friend Andrew Linick at CCA, phone 631-924-3888, [email protected].

I’ve just started using CCA for my own e-book covers and interiordesign, and their work is spectacular, A+. You’ll get 3 to 5outstanding four-color covers to choose from which will greatlyincrease your odds of producing a best-seller. To see samples of theirwork, visit www.NewWorldPressBooks.com<http://www.NewWorldPressBooks.com> and www.linick.net<http://www.linick.net> .

----------------------------------------------------------------------

***Quotation of the month***

“Find something you enjoy doing, and do it. If you are happy at work,

you will have found the secret to contentment in life. You will findyourself happier at home, you will be more productive at work, andyour career will mean something.”

--Stan Sebastian

Source: Sebastian, Stan, “Succeed in the Workplace,” ChemicalEngineering Progress, 1/07, p. 53.

----------------------------------------------------------------------



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***Bob Bly’s last-ever speaking engagement***

I am “retiring” from public speaking (but not from copywriting!), sohere’s your last chance to attend a live public seminar with me.

I will be on a panel at the SIPA conference in Washington DC on June 5talking about how to write e-mail marketing messages that generate

higher click-through rates and conversions. For details, click belownow:

http://www.sipaonline.com/Events/Annual/2007/index.htm

----------------------------------------------------------------------***60-second commercial from Fern Dickey, Project Manager***

Bob is available on a limited basis for copywriting of direct-mailpackages, sales letters, brochures, white papers, ads, e-mailmarketing campaigns, PR materials, and Web pages. We recommend youcall for a FREE copy of our updated Copywriting Information Kit. Justlet us know your industry and the type of copy you’re interested inseeing (ads, mailings, etc.), and if Bob is available to take yourassignment, we’ll tailor a package of recent samples to fit yourrequirements. Call Fern Dickey at 201-797-8105 or [email protected].

----------------------------------------------------------------------

Bob Bly 22 E. Quackenbush Ave.Copywriter/consultant Dumont, NJ [email protected] phone 201-385-1220www.bly.com fax 201-385-1138----------------------------------------------------------------------



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9. Testimonial sheet

One of the most effective ways to convince potential clients that you are a superiorcopywriter is to show them testimonials from satisfied clients.

I put an 8 ½ X 11” sheet of paper, printed with testimonials on both sides, in theinformation kits I send to potential clients.

A much longer list of testimonials is posted on my Web site www.bly.com .

WHAT THEY SAY ABOUT BOB BLY’S COPY AND COUNSEL:

“I don’t know a single copywriter whose work would not be improved by reading this book [THECOPYWRITER’S HANDBOOK, by Robert W. Bly]. And that includes me. After reading it, I am a born-

again fundamentalist.”-David Ogilvy, authorOGILVY ON ADVERTISING

“My initial mailing was 1,677 letters into 31 states for a 3.28% rate of response. That rate is terrific.”

-Dick Barry, Management Consultant

“Thanks for your great copy. This is the first letter I write in years to thank you for increasing my sales.Coming from an advertising background, I checked all famous copywriters and thought your direct mailletters and brochures were very good. The market confirmed that your work is great. Your work wasworth every penny we paid. It is always a pleasure to work with someone who is a master of his trade.And most of all, without your knowledge of computer software, this project would have beenimpossible.”

-Max Rambod, Executive Vice PresidentPC Publishing

“Thanks for the ad copy. As usual, a job well done. You know how to listen—and give us copy that’sright on target the first time. We seldom change even a single word in the ads and brochures you write for



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us. Your technical know-how and copywriting skills are an unbeatable combination for industrial and business-to-business advertising. We know we’ll keep on using it—and you.”

-Kenneth I. Tradexman, PresidentGraphicom

“I’ll have to admit that I was initially somewhat skeptical that copy for a brochure could actually bewritten by mail, without all those meetings we’ve come to associate with the process. But your excellentcopy made me a believer. It was clear that you had not only read the materials that I’d sent, but you alsounderstood them. Your fresh approach won all-around approval. I don’t think the changes we madeaffected more than three or four sentences. I look forward to future projects.”

-John W. Alexander, Jr., Vice PresidentThe Philadelphia National Bank

(over please …)“Bob Bly is a first-rate writer of industrial print advertising. Bob has developed efficient methods forworking quickly and effectively by mail, fax, and phone. And his price structure, deadlines, and revisions

policy are fair and easy to understand. Bob is a pleasure to work with—I’ve never been disappointed.”

-Bernie Powers, PartnerPruitt, Humphresss Powers & Munroe

“I just finished reading your copy for our CERTINCOAT System brochure and I was very happy with it.You did an excellent job of editing a large amount of information, much of it extraneous, into a strong,cohesive selling message.”

-Len Lavenda, Advertising ManagerM&T CHEMICALS INC.

“Potence insert is looking good, currently projected to achieve a 3.64% response with a $60 (three unitsof purchase) average order.”

-Glory Kneass, VPDrs. Preferred

“Bob Bly is one of the best! He’s adept in all media, and has a stylistic range that allows him tocommunicate effectively with virtually any audience. Bob truly delivers.”

-David Totten, Creative SupervisorChapman Stone & Adler

“In addition to Bob’s obvious skill as a copywriter and expertise in marketing, his most all-encompassingcharacteristic is his professionalism. Working with Bob is a pleasure because of it. He contributes

brilliantly, delivers on time, and always provides quality work.”

-Steve Isaac, PresidentThe Stenrich Group Inc.

“Bob Bly, our marketing consultant, helped us produce over 8% response in less then 2 months. We gotinquires from the cream of the crop on our target list and we generated about 350% increase in dollar

business over the previous year.”

-Sheila M. Anderson, President



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Commercial Property Services

“The advanced renewal you wrote for Utility Forecaster is doing great! Mailed 4/29 … 5.2% response [asof 5/27] and an average sale of $116. Thanks!”

-Lori BetheaKCI Communications

“Congratulations. Your Forecasts & Strategies ‘Internet Infrastructure’ package is a winner … your pieceis doing almost twice as good as our ‘Y2K Sample Issue’ mailing. I am looking forward to working withyou again in the future.”

-Chris Marett, Senior Vice PresidentPhillips Publishing

For more client testimonials visit www.bly.com



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10. Standard copywriting agreement

Here is the standard agreement we send to all potential clients when they ask us fora quote on a specific project.

The client must return the approved agreement with the required deposit for us tobook the job and slot it into my schedule.

-------------------------------------------------------------------------------------------------------------------Copywriting Agreement

Dear :

Thank you for hiring Bob Bly to write _____________________.

Please read this through to make sure these are terms you agree to and send a REPLY e-mailthat all is fine. (Please include this e-mail in your reply.)

FEE

The fee for the ________ is $_______. This fee is based on Bob handling the assignment bymail, phone, and e-mail, and does not include a face-to-face meeting.

We require a 50% deposit up front. We accept credit cards via phone or checks made payableto “Center for Technical Communication.”Projects begin when we receive your deposit and a copy of this e-mail with your “OK.” Uponreceipt of payment, we will send you a PDF invoice showing the deposit is paid. We will invoiceyou the balance due upon completion of the project.

REVISIONSUp to two revisions are included at no extra charge unless they are based on a change in the

assignment made after the copy is submitted. All revisions must be assigned within 30 days of your receipt of the first draft of copy. After that,additional rewrites may be made at a fee to be negotiated separately from this agreement.

We make our best attempt to be available to make revisions. Depending on his availability,Bob can sometimes turn around minor revisions in 2-4 business days; major revisions maytake longer.



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DEADLINEIf we get your go-ahead and deposit by _______, Bob can have the first draft of the copy to youon __________, by 3:00 p.m. (Eastern time).

Bob’s schedule does fill up quickly and we regret that we can’t hold dates without yourgo-ahead and payment.

CAVEATSIf you cancel or put the project on hold once Bob has begun work, a kill fee will be applied. Letme know if you’d like a copy of our kill fee schedule.

This fee is for copywriting, which we define as creating text for promotional material fromcontent provided by the client. Research to create original content if needed would be anadditional fee to be quoted separately.

Although you are not required to do so, Bob recommends that you send him the promotion inlayout before going live, so he can review it, make sure the elements are positioned effectively,and make sure all revisions work effectively.

Also, although Bob makes every effort to make your copy comply with the law, he is not anattorney. Therefore, it is your responsibility to submit all copy for legal review. You are alsoresponsible for final proofreading of all the copy.

RESULTSThere are many factors in your marketing—product, market, price, list, demand, consumerpreferences, major events—that Bob cannot control. Therefore, while he can and doesguarantee your satisfaction with his copy before you test it, he does not promise and cannotguarantee specific results.

NEXT STEPS[Spell out here what happens next—usually, I list background material and other things I require(e.g., access to subject matter experts) to write the copy.]

Thank you. Please call me if you have questions.

Best,



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11. “Results disappointing” memo

Notice in the “RESULTS” section of my copywriting agreement above I explicitystate that I do not and cannot guarantee results.

Despite that, clients expect good results when they hire you, and if your copy doesn’tgenerate them, both you and they will naturally be disappointed.

Even though I am not contractually obligated to do so, I make an effort to help theclient fix the problem, as explained in the memo below, typically sent to the client via e-mail.

-----------------------------------------------------------------------------------------------------------------Dear [NAME]:

Naturally, I’m unhappy to hear that our package for XXXX did not do as well as we both hoped.

But fortunately, there’s something we may be able to do about it.

I will spend a few hours (no charge to you, of course) critiquing the final version of the package

(copy, design, production), analyze the results, discuss them with you, and see if together wecan figure out what went wrong and how we might fix it. I will then outline the proposed “fix” orsolution to you in writing.

Again, there is no charge. I consider it my responsibility to do whatever I can to help youmaximize your sales results for XXXX, in any way I can.

If you’d like me to do this for you, please send me a copy of the finished package as it mailed,the results for all mailing lists used, copies of any packages for this product that are doing well,and your top controls for your other products aimed at the same audience. The more, the better.

Sincerely,Bob Bly



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12. Press release to your local paper

Your local weekly newspaper is the easiest place to get press coverage, since you livein the town and it is their charter to report on the activities of residents.

Here is a simple press release that got an article about me and my book published inone of the several papers covering my county.

----------------------------------------------------------------------------------------------------------------Contact: Fern Dickey, phone 201-797-8105 For Immediate Release

Local author’s 57 th book is published by John Wiley & Sons

Webster’s New World Letter Writing Handbook reveals “how to craft the perfect letter”

Local author Robert W. Bly’s 57 th book, Webster’s New World LetterWriting Handbook, has just been published by NJ-based publishing houseJohn Wiley & Sons.

The book, billed as “your guide to crafting the perfect letter,”contains hundreds of model letters with instructions on how to tailora letter for any business or social situation, from applying for a jobto selling swimming pools by mail.

Bly, a Fair Lawn High School graduate, has been a full-timefreelance writer since 1982. He maintains an office in Dumont, NJ andlives with his wife and two sons in River Vale, NJ. He was born inPaterson, NJ where he attended P.S. 26 before moving to Fair Lawn atage 10.

He has written dozens of other books including The “I Hate KathieLee Gifford” Book (Kensington) and The Ultimate Unauthorized Star TrekQuiz Book (HarperCollins).

His books, articles, and bio are available online at www.bly.com .Webster’s New World Letter Writing Book may be ordered online at

www.amazon.com .



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13. Online copywriting fee schedule

Online marketers need a great variety of copy written. I realized there was no roomon my standard copywriting fee schedule to list them all, so I created a separate onlinecopywriting fee schedule, shown below.

Clients especially appreciate the clear definitions of different copywriting tasks andthe way I categorize them. They can see what they want on my menu, see a price, and know

that they are being charged fairly.

Online copywriting fee schedule

Long-copy landing page (microsite, financial) -- $8,500A long-copy dedicated Web site designed to sell an investment newsletter, trading service, or otherfinancial advisory directly to consumers. Runs as long as needed to maximize sales.

Long-copy landing page (microsite) -- $7,500A long-copy dedicated Web site designed to sell a consumer product—such as a newsletter, e-book, orconference—directly. The online equivalent of a 6 to 8-page sales letter.

Long-copy landing page with Taguchi test elements -- $9,500This is your best bet for maximizing your chance of increasing conversion rates. It includes long bodycopy plus copy for these test elements: 3 pre-heads, 6 headlines, 3 subheads, 3 suggested visuals, 3salutations, 3 leads, 3 calls to action, and 3 guarantees.

Medium-copy landing page -- $5,500The online equivalent of a 2 to 4-page letter. Used for b-to-b offers and products that require lessdescription (e.g., software).

Short-copy landing page -- $2,000 - $2,500A simple landing page for a product or offer. Often used for white papers, software demos, and otherinquiry fulfillment. The online equivalent of a trade ad: headline, a few paragraphs of descriptive productcopy, and order portion.



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Landing page versions -- 25% - 50% of above fees.Creating a different front-end for an A/B split test. Price is the assumption that Bob Bly is writing theversion at the same time he is writing the original landing page.

Hard-copy version of landing page -- 50% + 2 cents.Bob’s fee to turn the landing page he wrote for you into a direct mail package is 50% of the originalcopywriting fee plus a 2 cents per piece mailing fee after a test of 50,000 pieces.

Transaction page -- $950Similar to a short-copy landing page but with even less descriptive product copy; a page designed

primarily as an online reply form where the visitor can either order the product or (if lead generation)request a free white paper or other information.

Long-copy e-mail -- $2,500 - $3,500An e-mail designed to sell a product directly by driving the recipient to a landing page. The onlineequivalent of a 2 to 4-page sales letter.

Teaser e-mail -- $1,500 - $2,500

A short e-mail designed to drive the readers to a microsite or long-copy landing page where they canorder the product. The online equivalent of a ½ to 1-page sales letter.

(over, please)

Lead-generation e-mail -- $1,500 - $2,000Similar to the teaser e-mail but the purpose is to drive the readers to a landing page or transaction pagewhere they can request a free white paper or other information.

Online e-mail conversion series -- $1,000 - $1,500 per effort.A series of follow -up e-mail messages, sent via auto responder, designed to convert an inquiry into asale.

E-zine ad -- $ 500A 100-word classified ad to run in an e-zine and drive readers to a microsite or landing page.

Banner ad -- $500 - $1,000Banner ad designed to generate click-throughs to a microsite or landing page.

E-mail capture pop-under page -- $750 - $1,500A window that appears when visitors attempt to exit your Web page without ordering; offers free contentin exchange for the visitor’s e-mail address.

“Mail order” package #1 -- $9,500 (value: $13,500)—Taguchi = add $2,000Everything you need to sell a newsletter or other consumer product online; includes a long-copy landing

page, three teaser e-mails, and three online ads. This option is recommended for marketers with access tolarge e-lists.

“Mail order” package #2 -- $9,500 (value: $13,500)—Taguchi = add $2,000



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Everything you need to sell a newsletter or other consumer product online; includes a long-copylanding page, pop-under page to capture e-mail addresses, and three conversion e-mails to convertinquiries to sales. This option is recommended for marketers who drive traffic to their site primarilythrough search engines.

Web site package #1 -- $5,500 - $6,500A small business or single product line Web site consisting of a home page and up to 5 additional pages.

Ongoing site copy maintenance -- 3% of gross sales OR $5,000 a monthFor a royalty of 3% of gross sales, we remain on call to make minor tweaks and updates, and provide newtest versions, at no additional fee. Copywriting of major new tests and versions is quoted separately.

Home page, simple (“ad style”) -- $1,500 - $2,000Simple home page with a headline and up to 300 words of text describing the company or site.

Home page, complex (“tabloid style”) -- $2,000 - $3,000Complex home page with multiple headlines and copy sections. Often used in membership andsubscription Web sites. Also used in sites highlighting news or content in multiple product lines or subject

areas.

Web page, non-optimized -- $750 - $1,000Simple page with a headline and up to 300-400 words of text.

Web page, optimized -- $1,250 - $1,500A headline and up to 300 words of text plus meta tags optimized to a predetermined list of key words.

Optimization of existing Web Page -- $750Editing the headline, text, links, and meta tags of an existing Web page, without rewriting content, tooptimize for a predetermined list of key words.

Key word research, per Web page -- $500Using standard online tools to determine the best key words for optimizing a given Web page.



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14. Newsletter publisher letter

Here is another lead-generating sales letter promoting my freelance copywritingservices, this one mailed to a small but lucrative niche market: newsletter publishers.

Bob Bly 22 E. Quackenbush Ave.Copywriter/consultant Dumont, NJ 07628

[email protected] phone 201-385-1220www.bly.com fax 201-385-1138

TO: Newsletter publishersFrom: Fern DickeyRE: Copywriting of DM packages to beat your control

Dear Newsletter Publisher:

At a meeting of the NYC chapter of the Newsletter PublishersAssociation, copywriter and consultant Bob Bly gave a well-receivedtalk on transforming your newsletter from a “nice-to-have” product toa “must-have” product.

For a limited time only, you can get this presentation, “12 Tips forMaking Your Publication the One They Can’t Live Without,” on audiocassette (list price: $15)—absolutely FREE!

To get your copy, just call me at (201) 797-8105. I’ll have the tapesent to you at no cost via first-class mail.

By the way Bob is a first-rate copywriter who has written direct mailand online promotions for dozens of publishers including WEKA,

Brownstone, Medical Economics, Bureau of Business Practice, EconomicsPress, Institutional Investor Journals, Reed Reference Publishing,McGraw-Hill, John Wiley & Sons, New York Times Syndicate, TradexResearch, 21 st Century Investor, Forbes, Kiplinger and Prentice Hall.

Bill Bonner of Agora Publishing (Target Marketing’s “Direct Marketerof the Year”) says, “Bly’s writing is clear, direct, and wellorganized. He’s a pleasure to read.” But he also gets results: One ofBob’s recent DM packages, for a trading service, outpulled the control



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by 3 to 1. For the Novell Companion, a looseleaf service, a #10package Bob wrote pulled double the number of orders vs. the control.

If you would like to discuss the possibility of having Bob write apromotion for you, call me at (201) 797-8105. Or mail the reply cardenclosed. Cost estimates are free. And there’s no obligation to buy.

Thanks,

Fern Dickey

P.S. For a FREE information kit on Bob Bly’s copywriting services fornewsletter publishers, complete and mail the enclosed reply card. Your

kit will include samples, a client list, testimonials, bio, feeschedule, and the free audio cassette, “12 Tips for Making YourPublication the One They Can’t Live Without.”



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15. Marketing communications audit

As a copywriter, you may also want to offer your services as a marketing consultant.

The problem with consulting is where to begin: many prospects cannot even begin toexplain what they want you to do for them, and have no idea of how to engage you.

The solution is to send them a brief questionnaire such as my marketing audit

below.

They can go through the audit, check the items they think they might need, andreturn it to you.

This way, when you call them to discuss working together, you at least know whereto start.

Bob Bly’sMarketing Communications Audit

Click here for a printable version

In today’s economy, it pays to make every marketing communication count.

This simple audit is designed to help you identify your most pressing marketingcommunications challenges—and to find ways to solve problems, communicate withyour target markets more effectively, and get better results from every dollar spent onadvertising and promotion.

Step One: Identify Your Areas of NeedCheck all items that are of concern to you right now:

o Creating a marketing or advertising plano Generating more inquiries from my print advertising

o Improving overall effectiveness and persuasiveness of print ads

o How to effectively market and promote our product or service on a limited advertisingbudget to these target audiences



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o Producing effective sales brochures, catalogs, and other marketing literatureo How to get good case histories and user stories written and published

o Getting articles by company personnel written and published in industry trade journals

o Getting editors to write about our company, products, or activities

o Getting some editors to run our press release

o Planning and implementing a direct mail campaign or program

o Increasing direct mail response rates

o Generating low-cost but qualified leads using postcard decks

o How to make all our marketing communications more responsive and accountable

o Designing, writing, and producing a company newsletter

o Creating an effective company or capabilities brochure

o Developing strategies for responding to and following up on inquiries

o Creating effective inquiry fulfillment packages

o Producing and using a video or audio tape to promote our product or service

o Writing and publishing a book, booklet, white paper, or special report that can be used topromote our company or product

o Choosing an appropriate premium or advertising specialty as a customer giveaway

o Getting reviews and critiques of existing or in-progress copy of ads, mailings, brochures,and other premiums

o How to promote our product or service using free or paid seminars

o Building/improving our Web site

o Using our Web site to generate business

o Implementing an e-mail marketing campaign

o Training our staff with an in-house seminar in: ___________________________________________________________________

(indicate topic)

o Learning proven strategies for marketing our product or service in a recession or softeconomy



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o Other (describe): ___________________________________________________________________

Step Two: Provide a Rough Indication of Your Budget

Amount of money you are prepared to commit to the solution of the problems checked off onpage one of this form:under $2,000 $2,000 - $5,000 $5,000 - $10,000 $10,000 - $100,000

Over - $100,000

Step Three: Fill in Your Name, Address, and Phone Number Below

Name TitleCompany

Address

City State ZipPhone e-mail

Step Four: Mail or Fax Your Completed Form Today

Mail: Bob Bly, 22 E. Quackenbush Avenue, Dumont, NJ 07628-3055FAX: (201) 385-1138Phone: (201) 385-1220

If you wish, send me your current ads, brochures, mailing pieces, press releases, and any othermaterial that will give me a good idea of the products or services you are responsible forpromoting. I will review your audit ad materials and provide a cost estimate for solving yourmarketing problem.

Mail your audit form today. There’s no cost. And no obligation.

Marketing Communication Audit



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16. FAQs

FAQs—frequently asked questions—are a popular type of Web page, because theycommunicate important information that prospects want to know.

I created the below FAQ page for my Web site, but never posted it, mainly because Icouldn’t decide how many and what other questions to ask, and how detailed to make theanswers.

Hiring Bob Bly as a Copywriter: Are These Your Questions?

Q: You say you guarantee my satisfaction with your copy, Bob. How does that guarantee work?

A: Most clients are pleased and happy with my copy when they receive it. But if you are not, Iwill rewrite it according to your specific comments, entirely at my expense.

Q: What about sales? Do you guarantee that your copy will get the sales results I want?

A: No.

Q: Why not?

A: There are many factors in your marketing—product, market, price, list, demand, consumerpreferences, design, approvals, current events—that I do not control.

Therefore, while I can and do guarantee your satisfaction with my copy before you test it, I donot promise—and cannot guarantee—specific results.

Q: Then how do I know the copy I hire you to write will beat my control or even be profitable?

A: You don’t. And neither do I.

What you are buying when you hire a professional copywriter is the increased likelihood that hiscopy will outperform your copy, based on experience. And that’s all.

Experienced direct marketers know that this is part of the risk of doing business. Inexperienceddirect marketers usually don’t understand this, and have unrealistic expectations as a result.

The reality is that no one has a formula for beating the control or ensuring a winning promotionevery time. If I did, Bill Gates would be my houseboy.



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Q: Will you write copy for me for nothing up front but a nice share of the profits if your copyworks?

A: No. Every job requires an advance retainer, and I do not begin work without it.

Q: Do you never, then, work for a royalty or mailing fee?

A: I LOVE royalty and mailing fee arrangements! But those royalties are paid as a performancebonus, not in lieu of an up-front fee.

If I were to write your promotion for no up-front fee, I would be in effect investing in yourcompany. And I am not a venture capital investor or speculator. I am a copywriter.

Q: But why would a client pay you an up-front fee PLUS a royalty or mailing fee?

A: To give me a financial incentive to think about their product after the copy is written—and tolook for ways to improve the copy on an ongoing basis, so it continues to generate a profitableresponse (see below).

Q: If you write a promotion for me and I need occasional tweaks, or want to do some headlinetests, will you write that for me at no extra charge?

A: If the promotion is currently in use, and I am being paid a royalty or mailing fee, I will makethose tweaks and create those headlines at no charge. After all, I have a financial interest inkeeping my copy as your winning control.

On the other hand, if the promotion is not paying me a royalty or mailing fee, there is anadditional charge to do more copywriting on your product beyond what was originallycontracted for.



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17. Kill fee schedule

Some clients will ask, “What happens if I hire you, but for some reason, we have todelay or cancel the project? Will we owe you any money?”

The solution is to publish a “kill fee” schedule like the one below. It tells whatpercentage of the agreed-upon fee the client owes the writer, depending on at what stage ofthe project the client cancelled.

I do not publish the kill fee schedule as part of my standard copywriting agreement,because I don’t want to put the notion of cancelling into his head.

But I do state in my agreement that a kill fee may be applied, and offer to send thema copy of the kill fee schedule if they desire.

I would say fewer than 10% of clients request it, but it’s important to have astandardized kill fee schedule for those who do want to know what kill fees you charge.----------------------------------------------------------------------------------------------------------------Copywriting kill fees --

10% if you’ve given a go-ahead and then cancel before I have started work

25% kill fee if you cancel and I have done research but haven’t submitted copy

50% if I have submitted outline or copy platform but have not written a draft yet

75% if I have submitted first draft but not done a revision

100% of bill due if you cancel and I have already done a draft and one or more rewrites

Seminars kill fee --

Client pays all non-cancellable expenses incurred such as air fare, reproduction of hand outs,etc.—no matter what else

10% if client cancels after signing a contract regardless of how far in advance

25% if cancelled within 8 weeks of the seminar date50% if cancelled within 4 weeks of the seminar date

NO kill fee if you cancel and I can resell the date for an equal or greater fee.



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18. Client contract

Although I prefer a simple, plain-English agreement for my copywriting projects(see part 10), some copywriters and clients use a more formally worded contract like theone below.

TRADEX GROUP, INC.

INDEPENDENT CONSULTING AGREEMENT This Independent Consulting Agreement (Agreement) is entered into this 2nd day of

November, 2004, by and between TRADEX GROUP, INC., a Florida corporation (hereinafter“TRADEX”), and Bob Bly, an INDEPENDENT CONTRACTOR (hereinafter “CONTRACTOR”).In consideration of the mutual promises made herein, the parties, intending to be legally bound,hereby agree as follows:I. Contract Commencement and Termination

This contract shall commence on the 8th day of November. The contract term shall befor one-month intervals and shall be renewable on a month-to-month basis upon mutualagreement of the parties. Either party may terminate this contract without cause by providing theother party thirty (30) calendar days’ written notice of said intent to cancel. If this contract isterminated, TRADEX’ obligation for payment for services rendered under this contract shallequal, but not exceed, payment for proper costs and expenses incurred through the date oftermination minus all payments due TRADEX from CONTRACTOR, if any.

II. Services to be Performed

CONTRACTOR agrees to provide the following primary services:

Write promotions to sell Tradex Digest subscriptions. Specific items to include:a) Landing page copy for TRADEX DIGEST promotionsb) Weekly ad blurbs to appear in eNewsletters

c) Series of dedicated e-mail promotionsd) Updates and new promotions as needed to keep the material fresh and maintain aflow of ongoing conversions to paid TRADEX DIGEST subscribers.

In performing said services, it is agreed that such services require specialized andunique skills possessed by CONTRACTOR.

TRADEX agrees to provide the following resources:a) Reports showing open rates, click thru’s and conversions from promotionsb) Samples of existing bonus reports to be used as needed



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c) Researchers and fact-checkers as requested by CONTRACTORd) Development of additional premiums as requested by CONTRACTOR and approved

by Martin Tradex Group Inc.e) Compliance review of all promotionsf) Creative design of landing pages

III.Payments by TRADEX

A. TRADEX agrees to pay CONTRACTOR 10% of gross sales from his promotions.Gross sales are defined as total valid orders processed with an accepted credit card or checkpayment. There is no deduction taken for cancellations or refunds. Payment will be wiredmonthly to an account designated by CONTRACTOR and a report on the sales will be providedwith each payment. CONTRACTOR understands and agrees that it will perform services forTRADEX as needed. Moreover, CONTRACTOR shall be solely responsible for any and alltaxes associated with such payment by TRADEX as more fully stated in Section V of thisagreement.

IV. CONTRACTOR provides own defense

Should CONTRACTOR be sued, or have a complaint filed against them with the SEC,NASD, or any other regulatory agency, individual or entity, TRADEX shall have no responsibilityto defend, indemnify, or pay for the defense of, CONTRACTOR.

V. Responsibilities of CONTRACTOR

A. CONTRACTOR agrees that it is an independent contractor duly authorized to dobusiness in Florida as an independent contractor and that CONTRACTOR shall not beconsidered an employee of TRADEX. CONTRACTOR will be fully responsible for all socialsecurity payments, withholding taxes, workers’ compensation insurance, liability insurance, andhealth insurance for itself and its employees and agents, and TRADEX shall have noresponsibilities for any such items nor for any other expenses other than as expressly set forthherein.

B. CONTRACTOR agrees that during the contract term it will not hire, retain, employor contract with any TRADEX employee, nor will it cause any other firm, entity or individual, tohire, retain, employ or contract with any TRADEX employee, to perform any services. ShouldCONTRACTOR hire, retain, employ or contract with any TRADEX employee in violation of thisprovision, CONTRACTOR agrees that such breach of this provision shall cause the contract toterminate immediately. Additionally, CONTRACTOR agrees that the damages suffered byTRADEX would be difficult to measure and therefore agrees that TRADEX shall be entitled toliquidated damages in the amount of three times the gross annual salary, which shall includeany bonuses or commissions, of that TRADEX employee. Said payment shall be made by

CONTRACTOR within 10 business days of the date the employee separated from TRADEX.Such damages shall bear an interest rate at the maximum rate allowable by law.

Moreover, CONTRACTOR agrees that for a period of one (1) year from the termination of thecontract term, it will not hire, retain, employ or contract with any TRADEX employee, nor will itcause any other firm, entity or individual, to hire, retain, employ or contract with any TRADEXemployee to perform any services. Should CONTRACTOR do so in violation of this provision,CONTRACTOR agrees that the damages suffered by TRADEX would be difficult to measureand therefore agrees that TRADEX shall be entitled to liquidated damages in the amount of



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three times the gross annual salary, which shall include any bonuses or commissions, of thatTRADEX employee. Said payment shall be made by CONTRACTOR within 10 business days ofthe date the employee separated from TRADEX. Such damages shall bear an interest rate atthe maximum rate allowable by law.

C. CONTRACTOR agrees to comply with all industry standards, rules and regulations,including all such standards, rules and regulations of the Securities and Exchange Commission(SEC), NASD and all other applicable regulatory agencies. CONTRACTOR agrees to complywith all policies and procedures of TRADEX, including its Code of Ethics, and any or all of itssubsidiaries or affiliated companies. CONTRACTOR acknowledges that it is its responsibility toremain informed on all such policies and procedures.

D. Tools and Instrumentalities. CONTRACTOR will supply all tools and instrumentalitiesrequired to perform the services under this Agreement.

E. CONTRACTOR agrees and understands that the work to be performed will requireinteraction with TRADEX employees and departments, many of which only operate duringTRADEX’ regular business hours.

VI. Compliance with Laws

In performing its obligations hereunder, each party agrees to comply in all materialrespects with all applicable laws.

VII. Books and Records

CONTRACTOR agrees during the term of the agreement hereunder:

A. To maintain books, records, and documents (including electronic storage media) inaccordance with standard securities industry procedures and practices.

B. To assure that records pertaining to this contract or payments received byCONTRACTOR from TRADEX hereunder shall be subject at all reasonable times and uponreasonable prior request by TRADEX, to inspection, review, or audit by TRADEX personnel andother personnel duly authorized by TRADEX at any time during this contract period and for aperiod of two years after the termination of this contract. These documents shall be available atno cost to TRADEX.

C. Upon termination of this agreement, CONTRACTOR agrees to turn over toTRADEX all books, records and documents that TRADEX shall request.

VIII. Indemnification

CONTRACTOR agrees to indemnify and hold harmless TRADEX from liability onaccount of any injuries, damages, omissions, commissions, actions, causes of actions, claims,suits, judgments and damages including court costs and attorneys’ fees through and includingall administrative, trial or appellate proceedings, accruing, as a result of services performed ornot performed, or any negligent act by CONTRACTOR, or any action arising out of theoperation of this Agreement. CONTRACTOR agrees that such indemnification further includesany costs and attorney’s fees incurred through all trial and/or appellate proceedings inestablishing TRADEX’ right and entitlement to indemnification under this provision.



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Alternate dispute resolution prior to the institution of litigation in any court of law. Disputes underthis agreement must be submitted first to alternate dispute resolution such as arbitration ormediation as mutually acceptable to both parties. If the parties are unable to agree, then thematter shall be submitted to non-binding arbitration with the American Arbitration Association.

IX. Authority

Each party represents and warrants to the other party that (i) it has full power andauthority to enter into and perform its obligations under this Agreement and (ii) this Agreementconstitutes it legal, valid and binding obligation, enforceable in accordance with its terms.

X. Entire Agreement

This contract contains all the terms and conditions agreed upon by the parties withrespect to the subject matter of this Agreement. No other agreements regarding the subjectmatter of this Agreement shall be deemed to exist or to bind any of the parties hereto. However,the separate confidentiality agreement signed by CONTRACTOR shall be deemed a part of this

Agreement.

XI. Applicable Law and Venue

This contract shall be interpreted and construed in accordance with the laws of the Stateof Florida and venue of any litigation commenced relating to this contract shall be in PalmBeach County.

XII. Amendments

This contract may only be amended by mutual agreement of the parties, provided thatthe amendment is in writing and is executed on behalf of both parties.

XIII. Assignment

CONTRACTOR shall be prohibited from subcontracting, selling, assigning, or otherwisetransferring its interest in this contract to any other person, governmental entity, firm orcorporation except upon prior agreement of TRADEX in writing.

XIV. Waiver No express or implied consent to or waiver of any breach or default by the other party, in

the performance of the obligations hereunder shall be deemed or construed to be a consent to,or waiver of, any other breach or default in the performance by such hereunder. Failure on thepart of either party to complain of any act of the other in default, irrespective of how long suchfailure continues, shall not constitute a waiver of a party’s rights hereunder.

XV. Severability

If any provision of this Agreement or the application thereof to any person orcircumstances shall be invalid or unenforceable to any extent, the remainder of this Agreementand the application of such provisions to other persons or circumstances shall not be affectedthereby and shall be enforced to the greatest extent permitted by law.

XVI. No Third-Party Benefits



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The parties to this Agreement do not intend any provision of this Agreement to createany third-party beneficiaries or to confer any benefit or enforceable right upon anyone other thanthe parties hereto.

XVII. Notices

All notices, including changes in the following addresses, required to be given pursuantto this Agreement shall be given in one of two ways: (1) if by mail, then by certified or registeredmail, return receipt requested; or (2) if by personal delivery, then by personal delivery to theperson, evidenced by a receipt signed by the recipient of such personal delivery or writtennotice, and shall be effective when received.

A. If to TRADEX, addressed to:

B. If to CONTRACTOR, addressed to:

CONTRACTOR ______________________ ______________________

XIX. Confidentiality

CONTRACTOR agrees to execute and abide by a separate confidentiality agreement. Additionally, CONTRACTOR agrees that the terms of this Agreement are confidential and theterms of same shall not be disclosed, or caused to be disclosed, to any current or formerTRADEX employees. CONTRACTOR understands and agrees that disclosure of the terms ofthis agreement to any current or former TRADEX employee, or causing said disclosure, shallpermit TRADEX, in its sole discretion, to terminate this Agreement on 24-hours written notice.

XX. Attorney’s Fees

In the event of litigation between the parties hereto for actions arising under this Agreement or related to enforcement of same, the prevailing party shall be entitled to recover allcosts and expenses including, but not limited to, attorney’s fees and costs through all trial andappellate proceedings.

IN WITNESS WHEREOF, the parties have caused this agreement to be executed bytheir duly authorized officials.

Dated this ____ day of ____________________, 2004.

TRADEX GROUP, INC. CONTRACTOR

By:___________________________ By:_________________________

Title:__________________________Title:__________________________



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19. Client list

When potential clients ask for information on my copywriting services and I sendthem an information kit, one of the items in that kit is a partial client list, printed on twosides of a piece of my letterhead. A more complete client list is posted on my Web site atwww.bly.com .

BOB BLY: CLIENTS/EXPERIENCE (A PARTIAL LIST)Abcor (ultrafilters)Academic Information Services (book publisher)Agora Publishing (books, newsletters, financial clubs)Airco Gases (industrial gases and gas distribution systems)Alloy Technology (metal alloys)AMAX (chemicals)Aspex Incorporated (supercomputers and software)Associated Air Freight (freight carrier)Boardroom Inc. (newsletters)Brooklyn Union Gas (cooling and heating systems)Business Envelope Manufacturers (office supplies)Conference Board (organization membership, publications, conferences)CBSI (warranty and home protection plans)C&C Print Shop (commercial printing)CCI/Connections (DP consultants)Chemical Bank (electronic cash management services)Clement Communications (newsletters)Communication Briefings (newsletter)

Convergent Solutions (software)Crest Ultrasonic (cleaning systems)Digital Linguistix Corporation (software)Dow Chemical (chemicals)East Hampton Industries (software)EBI (medical equipment)EBSCO (magazine subscription agency)Edith Roman Associates (mailing lists)Epner Technology Inc. (high-tech plating)



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Executive Enterprises (conferences, seminars)Fala Direct Marketing (lettershop)Geyer’s Office Dealer (trade publication)GE Solid State (semiconductors)Goodman Communications (beeper and answering services)Graver Chemical (chemicals, chemical equipment)Grumman Corporation (aerospace)Hearst Business Communications (subscription promotion)Henderson Industries (engineering)High Technology Associates, Inc. (database marketing)IEEE (professional society)Interactive System (production support software)Institutional Investor Journals (finance industry magazines)ITT Fluid Technology (process equipment)Jane’s Defense Weekly (magazine)JGB Systems (computer systems)JMW Consultants Inc. (management consultants)Ken Tradexman Inc. (computer graphics)KeySystems (vocational disability analysis)Knysak Process Equipment Company (process equipment)Koch Engineering (process equipment, pollution control)Ladenburg, Thalmann & Co. Inc. (stockbrokers)Loveland Controls (calibrators test system)Letterset (desktop publishing software)Lucent Technologies (telecommunications)Major Printing (commercial printer)Manhattan MultiMedia (audiovisual producers)Marketing & Business Strategy (consultants)Medical Economics (PHYSICIANS DESK REFERENCE and POCKET PDR)Meeco Inc. (moisture analyzers)

Micro Logic Corp. (software)Midlantic National Bank (retail banking)Millar Elevator Industries, Inc. (elevator controls)MKS (software)M&T Chemicals (specialty chemicals)

National Information Corporation (newsletters) New York Publicity Outlets (directory) NIBM (newsletters) Nortel Networks (telecommunications)Object International (DP training, consulting, software)Odesta (Macintosh software)Official Hotel & Resort Guide (directory)

On-Line Software International (software)Pascal (real estate analysis software)PC Publishing (software)Philadelphia National Bank (commercial banking)Phillips Publishing (newsletters)Prentice-Hall (publishing)Rentrop (newsletters)Retrieval Masters Creditors Bureau (collection agency)Ricoh Corporation (facsimile machines)



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SCI (mainframe software for CICS and MVS)Select Information Exchange (postcard publisher)Software Corporation of America (software)Sony Corporation of America (video and imaging systems)Soundcoat (noise control)SPS Technologies (computerized joint-control systems)Studebaker-Worthington (computer leasing)Sumitomo (industrial equipment)Thomas Publishing Company (subscription promotion)Timeplex (data communication equipment)Value Line (financial publisher)Value Rent-A-Car (car rentals)Wallace & Tiernan (process equipment)Tradex Research (newsletters)Westinghouse (radar defense systems)Wolfram Research (software)Writer’s Digest (magazine)Yourdon, Inc. (CASE software tools)

For a complete client list visit www.bly.com



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20. Client questionnaire

Years ago I wrote an article for a marketing newsletter called “How to Prepare for aCopywriting Assignment.”

It outlined the materials you should collect, and the questions you should ask theclient, in preparation for writing copy.

Since it fit neatly on one side of an 8 ½ X 11” sheet of paper, and was so nicely laidout in the newsletter, I began including a copy whenever I sent out my copywritinginformation kits to potential clients, and still use it today.

COPYWRITING

How To Prepare For A Copywriting Assignmentby Robert W. Bly

Business-to-business copy persuades readers by giving them useful information about theproducts being advertised. The more facts you include in your copy, the better.

When you have a file full of facts at your fingertips, writing good copy is easy. You simply selectthe most relevant facts and describe them in a clear, concise, direct fashion.

But when copywriters don’t bother to dig for facts, they fall back on fancy phrases and puffed-upexpressions to fill the empty space on the page. The words sound nice, but they don’t sellbecause the copy doesn’t inform.



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Here’s a four-step procedure I use to get the information I need to write persuasive, fact-filledcopy for my clients. This technique should be helpful to copywriters, account executives, and admanagers alike.

Step #1: Get all previously published material on the product.For an existing product, there’s a mountain of literature you can send to the copywriter asbackground information. This material includes:

• Tear-sheets of previous ads• Brochures• Catalogs• Article reprints• Technical papers• Copies of speeches• Audio-visual scripts• Press kits• Swipe files of competitors’ ads and literature

Did I hear someone say they can’t send me printed material because their product is new?Nonsense. The birth of every new product is accompanied by mounds of paperwork you cangive the copywriter. These papers include:

• Internal memos• Letters of technical information• Product specifications• Engineering drawings• Business and marketing plans• Reports• Proposals

By studying this material, the copywriter should have 80 percent of the information he needs towrite the copy. And he can get the other 20 percent by picking up the phone and askingquestions. Steps #2-4 outline the questions he should ask about the product, the audience, andthe objective of the copy.

Step #2: Ask questions about the product.

• What are its features and benefits? (Make a complete list.)• Which benefit is the most important?• How is the product different from the competition’s? (Which features are exclusive?

Which are better than the competition’s?)•

If the product isn’t different, what attributes can be stressed that haven’t been stressedby the competition?• What technologies does the product compete against?• What are the applications of the product?• What industries can use the product?• What problems does the product solve in the marketplace?• How is the product positioned in the marketplace?• How does the product work?• How reliable is the product?



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• How efficient?• How economical?• Who has bought the product and what do they say about it?• What materials, sizes and models is it available in?• How quickly does the manufacturer deliver the product?• What service and support does the manufacturer offer?• Is the product guaranteed?

Step #3: Ask questions about your audience.

• Who will buy the product? (What markets is it sold to?)• What is the customer’s main concern? (Price, delivery, performance, reliability, service

maintenance, quality efficiency)• What is the character of the buyer?• What motivates the buyer?• How many different buying influences must the copy appeal to? Two tips on getting to

know your audience:If you are writing an ad, read issues of the magazine in which the ad will appear.If you are writing direct mail, find out what mailing lists will be used and study the listdescriptions.

Step #4: Determine the objective of your copy.This objective may be one or more of the following:

• To generate inquiries• To generate sales• To answer inquiries• To qualify prospects• To transmit product information• To build brand recognition and preference• To build company image

Before you write copy, study the product—its features, benefits, past performance, applications,and markets. Digging for the facts will pay off, because in business-to-business advertising,specifics sell.

About the author:Robert W. Bly is an independent copywriter and consultant specializing in direct

response. He may be reached at [email protected] .



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21. Seminar description

One way to establish your reputation and promote yourself as a copywriter is to givetalks on marketing at association meetings attended by your potential clients.

When you get such an invitation, the meeting planner will immediately ask you toprovide a brief outline for your talk.

So you don’t have to reinvent the wheel every time you get this request, createboilerplate outlines for each topic you speak on. Then just e-mail the seminar descriptionwhenever required.

Mastering Online Conversions

One newsletter publisher generated 20,000 leads and converted 10% of them to subscriptionsusing the online conversion model.

The online conversion model is the only method of selling newsletter subscriptions online thathas been proven to work.

In a nutshell, here’s an oversimplified version of how online conversion works:1. You create some free content.2. You offer people the free content online.3. When they accept, you then upsell them to your paid subscription product—again,online.

This session reveals what’s working today in online conversion for selling informationproducts—and how to apply these techniques to your own campaigns. You will discover:

•

How to create an effective “bait piece”—the free content you offer to capture prospects’ e-mail addresses.• Writing and designing a lead-generating postcard.• Producing sign-ups through online ads and e-mail marketing.• Writing and designing effective landing and transaction pages to take the orders.• “Free touch” vs. “conversion” e-mails—which and how many should be in your online

conversion series.• Scheduling and frequency of conversion e-mails.• Designing the e-mail conversion series—tone, content, offer, and sense of urgency.





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22. Inquiry fulfillment letter

One of my most successful methods of marketing myself as a copywriter has been tosend out “copywriting information kits” to potential clients.

My copywriting information kit consists of the following elements:

• 4-page cover letter.•

Testimonial sheet.• Client list.• Article reprint, “How to Prepare for a Copywriting Assignment.”• 3 to 5 photocopies of writing samples.• One-page bio sheet.• Copy order form.

The kit is tailored to the prospect through the selection of writing samples. I sendsamples that most closely match the type of project (e.g., direct mail) and the type ofproduct (e.g., stock market newsletters) the client needs copy for.

I may also customize the kit with additional materials. For instance, if the potentialclient is a software publisher, I will enclose an article I wrote on software marketing, oreven an audio cassette of a seminar I have given on that topic.

Of the various elements in my information kit, the 4-page cover letter is the elementthat does the most “selling.” The other elements just support the claims made in the salesletter.

I know the sales letter works, because it has directly or indirectly generated literallymillions of dollars worth of copywriting assignments for me over the years.

Thanks for your interestin my copywriting services …



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Now, maybe you asked for this information kit out of curiosity. Some folks do--especiallythose who never hired a freelance copywriter before.

But, more likely, you need a good business-to-business or direct response copywriter— someone who combines writing skill and sales ability with technical know-how and productknowledge.

Whatever your reason for calling or writing, you want to know more about a writer beforeyou hire him. If we were sitting face-to-face, chatting in your office, you’d ask me questions. Let metry to answer a few of those questions right here.

“WHAT ARE YOUR QUALIFICATIONS AS A COPYWRITER?”

As a freelancer, I’ve written copy for more than 100 agencies and advertisers. And, I’m theauthor of more than 50 books including THE COPYWRITER’S HANDBOOK (Henry Holt & Co.),THE COMPLETE IDIOT’S GUIDE TO DIRECT MARKETING (Alpha Books), and INTERNETDIRECT MAIL: THE COMPLETE GUIDE TO SUCCESSFUL E-MAIL MARKETINGCAMPAIGNS (NTC Books).

I’ve given seminars on copywriting and direct marketing for numerous corporations andassociations. I also taught copywriting at New York University.

Before becoming a freelancer, I was advertising manager for Koch Engineering (an industrialmanufacturer) and a staff writer for Westinghouse. The attached material will give you the fullstory.

“DO YOU HAVE A TECHNICAL BACKGROUND?”

I have a Bachelor’s degree in engineering from the University of Rochester. And, 95 percentof the work I do is in industrial, high-tech, business-to-business, and direct response.

I’ve written copy in computers, chemicals, pulp and paper, mining, construction, electronics,engineering, pollution control, medical equipment, industrial equipment, marine products,

software, banking, financial services, health care, publishing, seminars, training,telecommunications, consulting, corporate, and many other areas. In the computer field, forexample, I’m the author of five computer books including A DICTIONARY OF COMPUTERWORDS, published by Dell/Banbury.

Most important to you, I’m a business-to-business, direct-response copyspecialist. Writing business-to-business and direct response copy isn’t something I do to pass thetime between TV commercials. Rather, it’s my bread and butter. So I put all my skill, knack, andknow-how into every piece of business-to-business and direct reponse copy I write. And, afterwriting hundreds of ads, articles, brochures, and sales letters for people like you, I’ve learned howto sell to corporate executives, entrepreneurs, managers, purchasing agents, technicians, engineers,IT professionals, and direct response buyers.

“DO YOU HAVE EXPERIENCE IN MY FIELD?”If you sell to business, industry, or through direct response, chances are I already have experiencedealing with your type of product or service—or something very similar.

Take a look at my writing samples enclosed with this letter. Do they seem “right up youralley”? If not, give me a call, and I’ll send additional samples that are closer to your area ofinterest. Or take a look at my portfolio online at www.bly.com.

“WHAT KINDS OF ASSIGNMENTS DO YOU HANDLE?”



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I cover the full spectrum. About 80 percent of my business is writing direct mail and salesbrochures for business, publishing, industrial, and high-tech clients. The rest involves creating awide assortment of marketing communications materials, including ads, feature articles, slidepresentations, film and videotape scripts, press releases, newsletters, catalogs, case histories, annualreports, product guides, manuals, speeches, Web pages, and Internet direct mail.

My specialty is my ability to write clear, credible, persuasive copy about a wide range ofproducts and services, from the simple to the highly technical.

I am able to quickly grasp complex marketing problems and understand sophisticatedtechnologies. Clients appreciate the fact that I can sit down with engineers, scientists, systemsprofessionals, stock analysts, and other specialists, ask intelligent questions, and speak theirlanguage.

What’s more, my copy gets results. One ad, written for a manufacturer of pollution controlequipment, was the number-one inquiry producer in four consecutive issues of ChemicalEngineering magazine.

Another piece of copy, a direct mail campaign I wrote for a telephone company, won the

Direct Marketing Association’s Gold Echo Award … and generated a 50% response rate (and $5.7million in revenue) for the client.

I can’t predict how many responses my ad, mailer, or literature package will pull for you. ButI can—and do—guarantee your satisfaction with the copy you receive from me.

“WHY DOES YOUR LETTERHEAD SAY ‘COPYWRITER/CONSULTANT’?”

In addition to writing copy, I also work with many of my clients as a consultant, helping themplan marketing campaigns that generate maximum response. They’re pleased and happy to get on-target advice that works—at an affordable fee—and they like the fact that I don’t charge a monthlyretainer.

“YOUR FEE SCHEDULE LISTS A PRICE FOR A ‘COPY CRITIQUE,’ WHAT’S THAT?”

A Copy Critique provides an objective review of an ad, sales letter, brochure, or direct mailpackage. You can have me critique either an existing piece OR a draft of copy in progress. It’s up toyou.

When you order a Copy Critique, you get a written report of two or more single-spaced typedpages that analyzes your copy in detail. I tell you what’s good about it and what works … whatdoesn’t work … what should be changed … and how. My critique covers copy, design, strategy, andoffer. It also includes specific directions for revisions and rewriting, although I do not write orrewrite copy for you under this arrangement.

A Copy Critique is ideal for clients who want a “second opinion” on a piece of copy, or whoneed new ideas to inject life into an existing package that’s no longer working. It also enables you to

sample my services at far less cost than you’d pay to have me write your copy from scratch.“SPEAKING OF MONEY, WHAT DOES IT COST TO HIRE YOU FOR A PROJECT?”

For any copywriting assignment—a direct mail package, a sales letter, an ad, a brochure, afeature article, a Web site—just let me know what you have in mind and I’ll quote you a price. Theenclosed “Schedule of Estimated Fees” gives typical prices for a variety of different projects.

“WHO ARE YOUR CLIENTS … AND WHAT DO THEY SAY ABOUT YOUR COPY ANDCOUNSEL?”



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“Working with Bob Bly was easy,” reports Robert Jurick, CEO of Fala Direct Marketing.“Bob Bly is more than a copywriter; he becomes part of the client team and writes withunderstanding and sense. His copy resulted in several projects from some of our big accounts.”

Andrew Frothingham, former ad manager of Timeplex, comments: “When I was the admanager at Timeplex, I used Bob Bly a lot, because he has the best understanding of any writer I

found of the issues in the world of high technology.”“I would like to express my thanks for your assistance in helping us develop a marketing

program via the mass media,” writes Stan Stevens, president, Personal Health Profile. “I wasimpressed with your professionalism, knowledge of the field, willingness to extend yourself, andyour eagerness to help us succeed. It was a real pleasure working with you.”

A partial list of clients and a testimonial sheet are enclosed. For a complete client list andadditional testimonials, visit www.bly.com.

“HOW LONG WILL IT TAKE YOU TO WRITE MY COPY?”

Ideally I like to have 2-3 weeks to work on your copy. That gives me the time to polish, edit,and revise until I’m happy with every word.

However, I realize you can’t always wait that long. So if the job is a rush, just indicate thedate by which you must receive the copy on the enclosed order form. If I take on the job, Iguarantee that you will have the copy on your desk by this deadline-date—or sooner.

No matter what the deadline, the copy I submit to you will be right. You can depend on it.

“WHAT HAPPENS IF WE WANT YOU TO REVISE THE COPY?”

Just tell me what you want improved and what the changes are, and I’ll make them—fast.There is NO CHARGE for rewriting. Revisions are included in the flat fee we’ve agreed to for theassignment, provided they are assigned within 30 days of your receipt of the copy and are not basedon a change in the assignment made after copy has been submitted.

Most clients are pleased and enthusiastic about my copy when they receive it. But if you arenot 100 percent satisfied, I will revise the copy according to your specific guidelines … and at myexpense.

“HOW DO I ORDER FROM YOU?”

Putting me to work for you is easy. First, just tell me what you’re selling and who you’reselling it to. Send me your brochure, catalog, or any other literature which will give me thebackground information I need to write your copy. Use the enclosed order form as a guideline. Butdon’t worry about organizing anything—I’ll do that. If I have any questions, I’ll pick up the phoneand ask.

When you give me the go-ahead, I’ll write the assignment for you. You will receive your copyon or before the deadline date. And remember: it is guaranteed to please you.

Dozens of firms—including Phillips Publishing, Medical Economics, Philadelphia NationalBank, Digital Linguistix, Prentice-Hall, GE Solid State, IBM, F&W Publishing, Alloy Technology,Ascom Timeplex, Allied Signal Aerospace, and Edith Roman Associates—have found my copy idealfor promoting business, industrial, high-tech, and direct-response offers.

So … why not try my service for your next sales letter, direct mail package, feature article,press release, ad, e-mail or brochure? I promise you’ll be delighted with the results.



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P.S. If you have an immediate need call me right now at (201) 385-1220 or e-mail me thedetails at [email protected]. There is no charge to discuss your job with you and give you a costestimate. And no obligation to buy.

"The Bly package seems to be a success! At day 9 of response to 30,000 names, we're at 77% ofbreak-even with a .46% response."

--Crystal Washington, The Oxford Club

"The Internet direct mail you wrote for us got an excellent response: 7.55% from a rented list ofhard-to-excite prospects."

--Ken Paston, Studebaker-Worthington Leasing Corp.

"All who received your copy agreed it was terrific. Certainly it's the best DM copy I've ever hadto work with, because you've hit the rare combination of good writing and a good knowledge ofwhat you are writing about."

--Lois DeLong, American Institute of Chemical Engineers

For more clients testimonials visit www.bly.com



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23. Daily to-do list

On the wall near my desk is a cork bulletin board. On it I post several lists.

The most important of these is my daily to-do list.

It contains a numbered list with (a) all my current copywriting projects and (b) thedeadline date for each.

At least once a day, and sometimes more often, I update the daily to-do list, andprint out and post a fresh copy.

The numbered list is always in priority order: the jobs with the closest deadlines are #1, 2, and 3, while jobs with due dates longer out are lower down on the list.

--------------------------------------------------------------------------------------------------------------TO DO: WEDNESDAY—6/27/07

1. Channel Capital consultation—list build—TBD

2. Ideal booklet—ads—TBD3. NUMX—7/9 [?-start 6/28]]

4. EOA DM—7/2

5. Gryphon—name capture 5/31, landing page 6/28, auto series 7/12

6. Advanced Solutions—two NLs, PR 20, form

7. Casey BG revised 6/25; IS 6/27

8. ITG new letter—7/19

9. Dalbey Science of Success—end July

10. TradeWins Velez DM submitted 6/14

11. Forbes Lehmman—7/17

12. Campione site map—5/22



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13. Abe More mailer—TBD

14. ExecuNet—campaign 7-12

15. All Metals white paper—outline in review

16. China Stock Digest—edits17. Boardroom Jayme—new deadline TBD

18. ConsciousOne—1/31 LP, e-mails.

19. Intech—Web, iCAM/roll brochure, knowledge brochure, globesp

20. Passlogix—comp WP, ESSO DR, CM WP edit, MS data sheet; corporate brochure

21. Sweitzer—basic mailer, cd mailer, advanced mailer

22. ETR Charter Club—LP, ad, e-mail [billed]; WINS, Big Money Watch, OC idea



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24. Long-term to-do list

In addition to my freelance copywriting business, I have many other projectsand tasks.

These include:

• A monthly column for DM News.•

Twice-monthly articles for Early to Rise.• Seminars and speeches I am scheduled to give.• Books I am under contract to write or want to write.• Information products I need to create, edit, record, or otherwise work on for my

Internet marketing business.• Promotions (mainly landing pages) I need to create to sell these information

products online.

These are kept on a separate list from my daily to-do list, which I call my long-termto-do list (reprinted below).

Copywriting projects go on the daily to-do list because they are given priority: I amhired to do them and have assigned deadlines I am contractually obligated to meet.

My Internet marketing projects have deadlines that I set, so I can move them as Iwish.

For the columns, I always stay several columns ahead of the publisher’s schedule, sono problems there.

The books are long-term projects which I have months instead of weeks to complete,so they too are not urgent and immediate.

------------------------------------------------------------------------------------------------------------BOOKS/ARTICLES/PRODUCTS—6/27

BOB BLY COPYWRITING PROMO:1) Postcard to Act driving them to www.bly.com/reports 2) Blogging—mine and others3) DM News ad—7 ways to double response FREE4) List of midmarket DM dream clients5) BMA mailing and networking—Fern



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6) Niche sites—letter guy, B2B, landing pages, the guru maker7) Financial 8 ball mailing8) SIPA promotion

ONLINE MARKETING MISC:1) DMA SEM Certification—starts mid March2) Google Advertising Professional—Jodi—low.3) Audio on sites tool Jodi—low priority4) viral video—Stanley—[Bob to write script] 5) JMV e-zine directory submission software6) ezinearticles.com, article directories7) Co reg stambler—early march Jodi handling names8) bly.com/reports2—run ad in writer’s mags9) freearticles4yourezine.com—site [Bob to write]10) Inbound links11) JV site PDF submissions [Jodi ask DeCaro]12) CTC Publishing home page Bob to write13) Recruit and promote to affiliates—Jodi

BOOKS: * = to write / PERMISSION CODES 1) 101 Ways to Make Money Writing—sourcebooks 10/1 * /WF2) DM Handbook, Racom—due 10/15 * /DM3) Start and Run Internet marketing business—due 8/15* /SR4) Great Presentations—Entrepreneur—2/1* /GP5) Paterson—proposal to Arcadia6) Case Study Book: Let Your Customers Do The Selling—do proposal * /CS7) Blog book ad copy—Fern ad copy due 1/178) Cooney book—write proposal * /GC9) Self-help/Oceanus/Steinmetz—Enslow, Heinmann10) ExecuNet 6 figure career strategies—do BP *

COLUMNS:DM News—#57—5 ways to start writing a package [to run 54/56]ETR—92—TBD

NL on NL REPORTS:LP for NL—5/15Selling NL from e-zines—6/15

CTC PUBLISHING—monthly ads, weekly e-mails

IDEAS FOR TELESEMINARS:

ETR—Getting Started in Internet MarketingPRODUCTS TO RECORD/duplicate:Copywriting Scams Exposed! [send to Brett for duping]

LANDING PAGES FOR STANLEY TO DESIGN:Legal Issues for Writers—submitted 6/15WBKCSII—submitted 6/18Short story—submitted to SD 6/18



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Business Success—SDCopywriting Exposed—SD 6/26

PRODUCTS FOR JON TO PROOF:Business Success—by 6/28

SUBMITTED E-BOOKS FOR BOB TO READ:[None currently]

PRODUCTS AWAITING E-LAUNCHQuery letters—7/3WBKCS II—7/10Biz Success—7/17Speechwriting—7/24

Ads That Sell—7/31Short Stories—8/7Legal Issues for Writers—8/15Copywriting Exposed—8/21

CONTENT FOR BOB TO EDIT:Copywriting forms and checklistsOut on Your OwnSpecial Report: Personal Productivity [Bob to correct]Science of Successful Living [Bob to write]Offline Marketing Secrets—[Bob edit]Consulting Success Library—[Bob to edit]Testing e-book [Bob to edit]B2B U (Brett to send mock up)DRPR e-book [Bob to add appendix on DR calculator PR]Copy Library—compile w copywriter referral tabUseborne Building Info empire online—to record/

LANDING PAGES FOR BOB TO WRITE:Tax bookDifficult childHome school

AUTHORS WORKING ON E-BOOKS:Online ads [Skye—by 6/4]Nutritional supplement copywriting [Clachar—8/15]Medical [revised due 6/7]Globalspec [elance JG—6/8]

Christian writing [Whalin revisions due 6/30]Customer service DVD [Rubin sending 4/13, Bob report]Travel writing [Sue Wright, due 7/21]Writing Articles for Fun and Profit [Rachel—9/4]Web metrics [Brick, 7/31]Finance for writers [Amy –6/1]Insurance for Writers [PH—7/1]Proofreading/editing/copy editingFreelance tech writing e-book [Anne Starbuck, elance—early feb]



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Writing Niche [Kim—tbd]Funeral [Kim-tbd]Kidney Stones [Walker—tbd]Podcast e-book—Stacey [tbd]Things to do with Kids NJ—[Kim, tbd]

E-BOOKS NEEDING LAYOUT, ASSIGNED:Speechwriting [to JAJ 6/14 Kiran]Query letters [JAJ to proof Barb]Tax [JAJ to proof Val]Legal [Hans300]Business Success [Barb submit prelim 6/18]Ghostwriting [Barb $260bid 6/27]

E-BOOKS NEEDING LAYOUT, UNASSIGNED:LGDM e-book #20 [5/4]Special report self employment [5/24]RadioTVPRe-book [6/1]Conversational copy [6/12]Consulting success library [TBD]

Art of self promotion [TBD]Book publishing e-book [TBD]

PCM TO SCAN:Basics of Testing—ask Yvonne

PRODUCT SOURCE:My Chemistry Set—source sets.



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25. “To come” list (potential jobs)

Another list I keep on the bulletin board is my pending potential jobs. These areinquiries from companies that need a copywriter and have asked about my services.

The list is important for planning purposes. Knowing what potential jobs arepending tells you how busy you are likely to be during the next few weeks or even months.

----------------------------------------------------------------------------------------------------------POSSIBLE JOBS: 6-27-07 D=diamond, G= gold, S=silver, C=copper

1. Street Authority—G-2. Boardroom Consumerlabs.com—G3. Metrolensik—S+4. Abraxas Energy—S+5. Clear Haven Center—S+6. Sylmark—S+7. Dalbey—G8. US Charts—G9. FNMG/CFM/Luke—G

10. Conrad/NUMX—G11. PRSOE/Mike Carroll—S+12. October Research—S+13. Golf Institute—S+14. ITG—second letter—G15. Bill Stafford—S16. Hurley Capital Management—S+17. Mark Joyner—S18. Salesaxion.com—S19. Unitel Yellow Pages ad—S20. Elan—S21. U.S. Monitor DM—S

22. PBD/BIR—S+23. Donaldflor.com—S24. Angel Publishing—S+25. Advanced Roofing Pro—S26. Sylmark—S27. Cybermail Marketing—S+28. BD&A—G-29. Acutrack—S+30. Wall Street Reporter—S+



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31. Scott Willard—S32. Precision Nutrition—S+33. Clarity Learning Solutions—S34. BCH—prostate, heart, joint—S+35. AP Lending—S36. Russ Ledbetter—S37. Dr. Michael Fortini—S38. Logan Swimming Pools—S+39. Lassen—S-40. CFM oil and gas—G41. Bold Industries—G42. DRIP investing/Vita Nelson—S+43. Marketing Communications Group—G44. Zaken—S45. American Business Leveraged—S



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26. Idea starters checklist

Many copywriters, I among them, keep “swipe files”—samples of successfulpromotions.

I maintain my own swipe file by category. One of the largest categories in my swipefile is “financial publications” because (a) there are lots of mailings and (b) I do a lot of workin that area.

My swipe file grew so big, that it became cumbersome to use as a reference. To solvethat problem, I went through the swipe file and divided the samples by the creative orthematic approach they took.

Then, I typed a list of all these different approaches with examples. It now serves asa cheat sheet or “Cliff Notes” to my swipe files. Instead of having to spend hours goingthrough hundreds of samples, I can browse the cheat sheet and get inspiration for myproject in just a few minutes. Now, you can too …

Bob Bly 22 E. Quackenbush Ave.Copywriter/consultant Dumont, NJ [email protected] phone 201-385-1220www.bly.com fax 201-385-1138

Idea Starters for Packages Selling Financial Newsletters

1. ONE BIG STOCK.Tease the reader with the promise that you will give him a recommendation on a great stockthat will make him rich, e.g, “The One Internet Stock You Should Buy This Year. Hint: It’s NOT

Amazon.com.”

2. MULTIPLE BIG STOCKS.Tease the reader by offering a selection of stocks poised to earn big returns, e.g., “5Technology Stocks You Must Own Now.” (Technology Investing)

3. INVENT A TERM.Create a new terminology to describe the types of winning stocks you pick (e.g., the successful“Bull Stocks” package for Wall Street Winners, and the Armadillo Stocks package for Phillips).

4. CREATE AN INVESTMENT CLUB.



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Agora is very good at this; e.g., Sovereign Society, Oxford Club.5. POSTION YOUR EDITOR AS EITHER A STOCK-MARKET GURU OR AS AN EXPERT IN

A SPECIALIZED NICHE.The best-known example of the former is Louis Ruckeyser; the best-known example of the latteris Ken Roberts in options.

6. THE SAVIOR.Dick Sanders says: “This differs from the guru or niche expert in that the savior is put on apedestal, portrayed on a much higher level and in an elite class. The savior doesn’t show youhow to invest but actually does the work for you, sharing his trades and thus saving you fromfinancial ruin or mediocrity.” Example: “Meet Phil Erlanger: Wall Street’s Best-Kept Secret.”(Squeeze Play)

7. PREDICTION PACKAGE.Packages that predict big moves, either in the market overall or a specific sector or investment:e.g., “The Great Supernet Boom of 2002.” (Sagami’s Scientific Investing) “Why Value InvestingWill Never Come Back.” (Phillips) “20 Surprises in Technology for the Year 2000” (TechnologyInvesting).

8. PROTECTION PACKAGE.The theme is “Take my advice or you will lose your shirt.” Tradex is the master of this approach:e.g., “What you must do before September 15, 2001 to avoid devastating losses.” (TradexDigest)

9. PROFIT PROMISE.Promise big returns and back up promise: e.g., “The voice on my phone was trembling. ‘Steve,’he said, ‘I invested just like you said. And I made $300,000 in one day!’” (Options Hotline)

10. SELL A SYSTEM.Show that you achieve your profits through a trading system or stock-picking method notavailable elsewhere, e.g., “This Unique System Will Work, Like a Swiss Watch, In Any Market”(Erlanger Squeeze Play).

11. GET IN ON THE GROUND FLOOR.Offer a chance to profit from the next big thing, e.g., “If you missed buying Intel or Microsoftduring their infancy, here’s your chance at getting rich from the technology revolution.” Themessage: You missed out last time; don’t miss out again.

12. NEWS TIE-IN.Tie-in with current events; e.g. “Terrorists Unleash Economic Hell” (Tradex) and “War, Energy,and the Saudi Time Bomb” (Utility Forecaster).

13. ISSUE-SPECIFIC.Packages focusing on energy shortages, Arab oil cartel, decaying infrastructure, defense, healthcare, world affairs, e.g., “The Battle for Energy Independence” (Utility Forecaster).

14. ADVICE.Tell the reader what to do, e.g., “Buy these 5 Vanguard Funds Immediately.” (Phillips)

15. LEAD WITH YOUR OFFER.



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Gain attention with a strong offer or unusual premium, e.g., “A private Swiss, Austrian, orLuxembourg bank account is waiting for you.” (Sovereign Society) “With our compliments … afree trial issue of America’s most trustworthy personal health letter.” (Mayo Clinic HealthLetter—successful control)

16. DRAMATIC STATEMENT.E.g., “The First Great Event of the 21st Century” (Outstanding Investments in NaturalResources); “The Greatest Market Discovery Ever Made” (Past, Present, Futures); “New WallStreet Shock Ahead” (Blue Chip Growth).

17. CONFIDENTIAL/INSIDE INFORMATION.Promise to reveal exclusive information available only to a small group of investors on a limitedbasis, e.g., “Discover the Secret World of Underground Investments!” (OutstandingInvestments)

18. CONTRARIAN.Say the opposite of what others say, e.g., “You don’t need to be playing too-hot technologystocks to make huge profits on the technology revolution.” (Agora)

19. POSITION THE MAILING ITSELF AS AN INFORMATION PRODUCT.Give the magalog or reportalog a title that implies the DM piece itself is a valuable informationproduct, e.g., “Special Issue” or “Investor’s Bulletin.” Or Ken Roberts’ classic “The World’s MostPowerful Money Manual and Course.”

20. HIDDEN MARKET.Offer to let the reader in on a little-known category of investment or market opportunity, e.g.,“Unusual Stock Market ‘Inversion’ Brings Whopping 45.8% Profit in 14 Days.” (IPO Insider);“Your stock broker doesn’t want you to know about this $25 billion hidden bull market”(Senmontier Strategy).

21. MAKE UP FOR LOSSES OR MISSED OPPORTUNITIES.Missed opportunities, e.g., “How to make back every dime you lost in the market” (StellarStocks).

22. AVOID MARKET DISASTER.Idea: The market is going to crash. We will tell you how to avoid losses plus how to actuallymake money, e.g., “7 Horsemen of the Coming Stock Market Apocalypse.” (Tradex Digest)

23. ASK A PROVOCATIVE QUESTION.e.g., “Is Social Security Doomed?”

24. THE SKEPTICAL OR “NAÏVE” NARRATOR.

e.g., “I didn’t believe it until I did the math for myself,” “This system is so complex even I barelyunderstand it …”

25. GREAT TRACK RECORD OR RECENT BIG SUCCESSES.e.g., “I just made 140% … 225% … 450%. Don’t miss my next big trade.”

Please let me know if you have others to add to the list.

© Copyright 2002 Robert W. Bly. Phone (201) 385-1220



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27. Copy disclaimer

I place the box below at the top of page one of every piece of copy I submit to myclients. My main purpose is to encourage them to use the Word “Track Changes” feature forreviewing and marking up copy, as it saves both the client and me time and aggravation.

A note to reviewers

Please keep in mind that this is a preliminary draft. As you read, you may find extraneousinformation you want to delete, or think of missing information you want to add. You may want tochange the organization of the piece, or make wording changes to heads and body copy.Please do so without hesitation, marking your comments directly on this manuscript. That willgive us the best draft possible. At this point, you can make as many changes as you want,without cost or delay of any kind. If we do not hear back from you within 30 days, we assumethere are no changes and you approve the copy as-is.

Please note: Although you are free to communicate your copy changes in any manner you wish(phone call, handwritten notes on the draft), we strongly recommend you type your commentsdirectly on the electronic file of this copy using the Word Tracking feature. Not only does it giveyou unlimited room to comment (a problem when marking up a hard copy by hand), but iteliminates the frustration of having to deal with handwritten comments that look okay on yourend but become illegible when faxed.



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28. Copywriting questionnaire

Go through the checklist of questions below and make sure you have the answersbefore you start writing copy for your ad or mailing.

Forty-two questions to ask before you write copy

1. What are all the product benefits?

2. What are all the features of the product?3. How is the product different and, hopefully, better than the competition?4. What does the buyer expect when he or she plunks down a few dollars for the product? Anddo we deliver?5. What methods, approaches and sales techniques are the competition using?6. How is the audience for my product differing from the general public?7. How much can my buyer reasonably expect to pay?8. Does my average buyer have a credit card or a checking account?9. Will my product be purchased for business or personal use?10. Can I expect to get multiple sales from my buyer?11. What is the logical “back end” product to sell someone after he has purchased my product?(Back end refers to other products in your product line you can offer to someone who hasbought the primary product featured in your ad.)12. Will I need to show my product in color?13. What’s the ‘universe’ i.e. what’s the total number of potential customers?14. Who will buy my product: teenagers or octogenarians … men or women … executives orblue collar workers?15. Is there a market for overseas sales?16. Should I offer time payments?17. Will my product be a good gift item?18. Should my copy be long or short?19. What should the tone of my copy be?20. Should I test the price?21. Should I test copy approaches?22. Is there a seasonal market for my product and am I taking advantage of it?23. Are testimonials available from satisfied customers?24. Do I need photographs or illustrations?25. Which appeals have worked in the past for this product?26. What objections might arise from a prospective customer? How can I overcome theseobjections?27. Should I use a premium?28. Should I offer a money-back guarantee?



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29. Is this item also sold by retail? Are there price advantages I can stress for buying direct fromthe ad?30. Should I consider a celebrity testimonial?31. Can I tie in my copy to some news event?32. Can I tie my copy to some holiday or seasonal event?33. Does my product sell better in a particular region or climate?34. Should I consider using a sweepstakes?35. Can my product be sold through a two-step advertising campaign? (In a two-step campaign,ads generate inquiries rather than direct sales.)36. What must I do to give the reader a sense of urgency so he or she will buy my product now?37. Can I use scientific evidence in my sales approach?38. Have I allowed enough time to write, design, produce my ad and place my insertion order’?39. Can I get my customer to order by telephone?40. What unsuccessful approaches have been used to sell this product’?41. Can I get powerful “before” and “after” pictures?42. Assuming the ad is successful, am I prepared to fill all the orders?



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29. Multiple copy platforms

At times you may have more than one idea as to the theme or idea around which youwant to write your copy. I use a “preliminary concepts” memo to present options to theclient. Together we discuss them and pick the one we both like best.

An even better idea is to create two or three versions of the mailing, each based on adifferent approach, and test them in an A/B/C split.

To: Paul JohnsonFROM: Bob BlyFile: LEADERSHIPTopic: Preliminary concepts for Leadership mailingDate: 11-5-06

COPY PLATFORM #1: LEADERS ARE MADE, NOT BORN.

If people feel leadership is an innate ability, they will not buy our service because they thinkleadership cannot be learned. We prove that great leaders are made, not born—the skills canbe easily acquired if they use the right resource (us), and we provide the fastest, leastexpensive, most effective way to do that. Possible headline:

AMA report dispels the myth of the “born leader.”

New study finds that leadership skills are learned; not inherited.

Easy home-study learning system transforms ordinary managers into dynamic leaders in just 20 minutes a month.

COPY PLATFORM #2: BEING A LEADER WILL MAKE YOU MORE SUCCESSFUL IN YOURCAREER.

People want to be better leaders. They want to be respected and admired. They want to dobetter in their jobs, get promotions, and make more money. We prove that mastery of leadershipskills is directly tied to earnings and success. Possible headlines:

New study establishes clear link between leadership skillsand business success.



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Managers with good leadership skills are promoted faster and higher; earn $10,000 to$30,000 a year more than colleagues, research reveals.

COPY PLATFORM #3: WE SAVE YOU TIME AND MONEY.

In just 20 minutes reading time a month, you get the best ideas in leadership. There is so muchout there on leadership, it would cost you a fortune to buy—and you would never have time toread even a fraction of it. Our service brings you the best in leadership skills training in aconcise, quick-reading format for under $9 a month. Possible headline:

The $50,000 Executive Leadership Program You Can Master in 20 Minutes (and for $8 aMonth) in the Privacy of Your Own Office.

COPY PLATFORM #4: GAIN THE LEADERSHIP ABILITIES OF A FIVE-STAR GENERAL.

Who has the best leadership skills and training? Five-star generals. Now you can apply thesame winning leadership strategies they use to your business. Possible headline:

What McArthur, Patton, Eisenhower, Powell, and Schwarzkopf can teach you aboutbecoming a more effective leader.

COPY PLATFORM #5: AN ELITE GROUP.

In the 1990s, winning in business was easy. All ships were rising with the tide, and you had toscrew up big time to get fired. Times have changed, and so have the challenges of executiveleadership. An elite group has figured this out and is now sharing the secret. Possible headlines:

What do the world’s most successful CEOs know about

leadership that ordinary manages often don’t?What do the world’s highest-paid CEOs have going for themthat ordinary managers sometimes lack?

World’s most successful CEOs reveal their best-keptleadership secrets.



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30. Travel itinerary for business trip

For many years my assistant has prepared a summary itinerary for me whenever Itravel to speak, attend a conference, or consult with a client. I find it a convenient tool forstaying organized and on schedule while traveling.

Bob Bly’s Itinerary forIABC Iowa 2007Principal Financial Group/Corporate Building One711 High StreetDes Moines, IAMarch 7, 2007

TRAVEL DAY

Tuesday, March 6, 2007- 2:15 p.m. pick up by Airbrook Limo (201-843-6100) at the office; confirmation # 438956

Airbrook Limo will call you at 201-385-1220 when the driver arrives at your office.You have an electronic ticket for this flight. Please have photo ID.

- Depart 4:38 p.m.Newark International Airport, Terminal A United Airlines Flight #651Depart Terminal: AUnited Airlines Confirmation #: SVLC5CTicket Number: 0161562864857 Seat 15D

- Arrive 6:19 p.m. CST Chicago O’Hare International Airport , Terminal 1 (CHANGE PLANES IN CHICAGO)

- Depart 8:30 p.m. CSTChicago O’Hare International AirportUnited Airlines Flight # 691Depart Terminal: 1United Airlines Confirmation #: SVLC5CTicket Number: 0161562864857



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Seat 15D- Arrive 9:44 p.m. CST Des Moines Airport

Transportation from airport to hotel:-Radisson Hotel Des Moines Airport Shuttle - ComplimentaryPlease call the Radisson at 1-515-285-7777 from baggage claim area to have them pick you up.The hotel is 1 mile from airport. (approx. 5 min.)

Accommodations in Des MoinesRadisson Hotel Des Moines Airport6800 Fleur DriveDes Moines, IA 50321Phone: 1-515-285-7777Fax: 1-515-256-0000Reservation number: 3PM8CCJRoom: $139.00 + $16.68 tax = $155.68

Arrival: Tuesday, March 6, 2007 ( confirmed for late arrival )Departure: Wednesday, March 7, 2007PLEASE NOTE: go to the express check-in kiosk with your check-in pass and pick upyour room key. You have already been checked into the hotel.

Transportation from hotel to conference:- Pick up by Yellow Cab (515-243-1111). Confirmation #80819. Pick up at 6:45 a.m. from

the Radisson Hotel. Please bring your luggage with you as we have scheduled YellowCab to take you back to the airport from the conference center.

Bob, go to the 711 High Street entrance of the conference center. Tom Brown will meetyou at security desk.

Tom Brown’s phone numbers: W- 515—xxx-xxxxH—515-xxx-xxxxC—515-xxx-xxxx

Conference Schedule for March 7, 2007:8:00-8:30 Registration8:45-9:00 Announcements/Networking9:00-10:00 The World’s Best-Kept Copywriting Secrets - Part I10:00-11:00 The World’s Best-Kept Copywriting Secrets - Part II11:00-11:15 Break11:15-11:45 Ready, Set, Write - headlines11:45-12:15 Ready, Set, Write - leads

12:15-1:15 Lunch and Informal Copywriting Chat1:15-2:15 Ad Writing workshop2:15-2:30 Break2:30-3:30 What’s Working in E-mail Marketing and the Web3:30-4:30 Business-to-Business Marketing Secrets



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TRAVEL DAYWednesday, March 7, 2007Transportation from Conference Center to Airport:Pick up by Yellow Cab (515-243-1111) from the conference center to the airport at 5:00 p.m.Confirmation #80820

- Depart 6:38 p.m. CSTDes Moines Airport United Airlines Flight #5837United Airlines Confirmation #: SVLC5CTicket Number: 0161562864857 Seat 14C

- Arrive 8:00 p.m. CST Chicago O’Hare International Airport , Terminal 1 (CHANGE PLANES IN CHICAGO)

- Depart 8:55 p.m. CST

Chicago O’Hare International AirportUnited Airlines Flight # 818Depart Terminal: 1United Airlines Confirmation #: SVLC5CTicket Number: 0161562864857 Seat 18D

- Arrive 11:54 p.m. EST Newark International Airport, Terminal A

- Pick up by Airbrook Limo. Confirmation # 438957. Pick up in baggage claim area. Ifyou need assistance please call: 800-800-1990. We have you returning to the office, ifyou choose to return home instead, please let us know so we can alert the driver prior to

pick up.###



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31. Space ad promoting copywriting services

Here is a full-page space ad I ran in DM News to generate leads for my freelancecopywriting services. The first time the ad ran, it generated 75 inquiries.



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32. Copywriting order form

It’s a common practice for potential clients to ask for a resume, brochure, samples ofyour work, your rates, and other information to be sent to them.

Throughout this Toolkit, I’ve shown you the different elements of my copywritinginformation kit, which has been very successful for me.

Some of the elements—a bio, cover letter, client list, testimonials—are common;many copywriters use them.

Here’s something that’s less common: I also enclose a two-sided order form (below)the client can use to order copy from me.

Although most clients will want to have a discussion about their needs before hiringyou to write their copy, a surprising number completed the form and mailed it back to me— without talking to me first—after getting and reading my information kit.

Now, on my Web site www.bly.com, I post a version of this order form on theContact page.

Prospects use it not to order copy, but to describe their project to me. They canrequest a free copywriting information kit, a free quote, or both.

USE THIS FORM TO ORDER YOUR COPY TODAY!

1. Your name signature

2. Your title

3. Your company

4. Your address

city state zip

5. Your phone number

E-mail address



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6. The name of your product or service

7. The market for your product or service (who are you selling it to?)

8. The kind of copy you need:

( ) Ad ( ) Feature article ( ) Direct mail ( ) White Paper( ) Brochure ( ) Web site ( ) E-mail/Landing Page( ) Catalog ( ) Newsletter ( ) Other:( ) Copy critique ( ) Press release

9. The desired length of the copy (how many pages, words, minutes?)

10. The purpose of the copy (check all that apply):

( ) to generate inquiries ( ) to answer inquiries( ) to generate sales ( ) to build awareness( ) to transmit information ( ) to build company image( ) to announce new products ( ) other:

11. Please enclose any literature that will provide me with the background information I need to write yourcopy. This can include previous ads, brochures, mailings, article reprints, press releases, internalmemos, proposals, technical papers—send whatever you feel appropriate. Don’t worry aboutorganizing the material. I’ll do that.

12. What are the key selling points of this product or service?

13. What is your deadline date (the date you need to receive the finished copy)?

14. Use the bottom of this page for any additional comments(attach more sheets if needed).

15. Order your copy or copy estimate by checking one of the options below:

( ) I’ve enclosed the order form, background material, and a check for half your fee. Please write thecopy I’ve ordered and send it to me by the date indicated on this form. I understand that the

balance of your fee is payable and due on the day I receive the copy from you.( ) Here’s my order form and background material. Please call me with an estimate of what my copy

will cost before you start writing.



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( ) Give me a call so we can discuss my copy needs in more detail.

16. Mail this form to: Bob Bly22 E. Quackenbush AvenueDumont, NJ 07628-3055Phone: (201) 385-1220Fax: (201) 385-1138E-mail: [email protected] Web: www.bly.com

MY GUARANTEE TO YOU: The copy I write is guaranteed to please you. If you’re not satisfied, I’llrewrite, based on your specific guidelines, at no extra charge. Revisions must be assigned within 30 daysand don’t include changes made in the original assignment after copy is submitted.



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33. Invoice

As in most other businesses, copywriting clients want you to bill them before theywrite you a check. My standard invoice is shown below. Nothing fancy, but lots of freelancecopywriters ask me if they could see what my invoices look like, so here you go …

Center for Technical Communication22 East Quackenbush Ave.

Dumont, NJ 07628(201) 385-1220

INVOICE DATE 6/29/07

CLIENT:Spartan Engineering

COPYWRITING SERVICES:

DATE ITEM CODE DESCRIPTION AMOUNT6/29/07 Copywriting Copywriting of Sales Letter $2000

TOTAL $2000

Please make check payable to:Center for Technical Communication



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When a client does not pay your invoice on time, promptly send him a statementshowing the outstanding balances.



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34. Fax cover sheet

Although many self-employed professionals are giving up having a dedicated faxmachine with a dedicated phone line, I still have one. It seems more professional andconvenient for both me and my clients. Since it’s a standard fax machine and not a faxmodem, I need to use a fax cover sheet, shown below.

Priority Fax Transmission

Date_________________________ Time_______________________________

To_______________________________________________________________

Fax______________________________________________________________

FROM: Bob Bly, CTC phone (201) 385-122022 E. Quackenbush Avenue fax (201) 385-1138

Dumont, NJ 07628We are transmitting ________ pages including this cover sheet. If you do not receive all thepages or they are not legible, please call back as soon as possible. Thank you.

SUBJECT____________________________________________________________________



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35. Cold-calling script

Although I personally don’t make cold calls, cold calling can be an effective meansof generating leads. Occasionally a member of my staff has made cold calls to clients shethinks we should have, with great success. Here are some of the scripts she used …

Cold call: Doug, you don’t know me but I came across AirZip in a recent issue of NEPA News

and wanted to offer to send you some samples of Bob Bly’s marketing and directmail copywriting.

If so, just reply to this message and I’ll send them along.

For the past 20 years, he’s written lead-generating direct mail copy (both onlineand offline) for clients like Nortel Networks, IBM, Computron, Haht Software, USRobotics and more.

Bob Bly is the author of 50+ books, including “The Online Copywriter’s Handbook”and “Business to Business Direct Marketing: Proven Direct Response Methods toGenerate More Leads and Sales.”

You can see both direct marketing and e-mail marketing samples on his Web site:http://www.bly.com

Short variation to cold e-mail/call script: Gary, per my voice mail message, I’m hoping you work with outside copywriterson your marketing materials and (if so) that you’d like to see some samples of BobBly’s online and offline copy for Siemens, GE Medical Systems, Osteonics and otherhealthcare companies.

If so, just say so and I’ll send them along.

Longer variation to cold e-mail/call script: Carol, you don’t know me but you may be familiar with Bob Bly, high-tech b2bcopywriter.

He’s written a lot of direct mail for Intuit and other accounting software. That’s whyI thought you might like to see samples of lead-generating direct mail copy (both



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online and offline). Other clients include Nortel Networks, Microsoft, IBM,Computron, Haht Software, US Robotics and more.You can also see both direct marketing and e-mail marketing samples on our Web

site: http://www.bly.com

So may I send those samples? If you’re not the right person, please point me in theright direction. Just click “reply” with your address and we’ll get those out.

Thanks for your time,

Follow up to voice mail message left: Dear Blank,We saw today in the NEPA Hotline that you’re launching a new Google newsletter,so I thought you might be interested in receiving direct mail copywriter Bob Bly’sFREE report, “How to Double Your Response Rates At Half The Cost.”

If so, just reply to this message and I’ll add you to his monthly e-mail tip list, andyou’ll get the report at the same time.

Bob’s written control-beating lead-generating direct mail copy (both online andoffline) for other newsletter publishers, including Forbes, Institutional Investor,Phillips, Agora, KCI, Boardroom and more.

I’d be happy to send samples of some of these. What do you say?

Phone/e-mail to get contact: Hello, I’m writing on behalf of Bob Bly, direct mail copywriter specializing in the

financial industry (and stock promotions in particular) and would like to send somesamples/info to your marketing director.

Can you tell me who that is and where to send it?

This script for making cold calls to sell your freelance copywriting services wascreated by the American Artists & Writers Inc. and is reprinted with permission from mybook Secrets of a Freelance Writer , Revised Second Edition.

“Good morning (Mr. Smith) my name is (Donald Marcus), and I’m a direct mail copywriter. I’mcalling you today because I think I can help you boost your sales dramatically.

Honestly, I think I can beat the control you’re mailing. I have a very unique formula forevaluating sales copy, and when I applied it to your oontrol, I found several critical weaknesses.Would you mind if I just point out a couple to you?”

<Pause for response>

“Well, just to give you an idea, I found (summarize three weak points found in analysis).



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Now, that was just a small part of my evaluation. The point is, that I think I can DOUBLE theresponse of your current control. Would that be of interest to you?”<Pause for response>“Then let me make a proposal to you. Let me rnail you a brief analysis of your control, and showyou what I think the weak points are. I’ll also include an outline of how I would approach apromotion for your product.

Then, if you’re interested, we can discuss my fee for a test package to go against your control. And left me say this: I think you’ll find my offer quite reasonable. And even if you’re notinterested, you’ll have gotten a FREE critique of your control.

Does that sound fair?”


“Thank you very much (Mr. Smith). Let me make sure I have your mailing information correct.You’re at (etc.)


“Thank you again for your time. You should hear from me in about one week. If you don’t mind,I’ll call you about a week afterwards, to make sure you received everything.”


“Thanks again, (Mr. Smith). Have a good day. I’ll speak with you soon.”

<Hang up>

(Mail analysis and outline promptly—within three days after initial call. Include cover letterreminding Mr. Smith of who you are and how you intend to help him.)

Source: American Writers & Artists InstituteGetting Clients Workshop 2004



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36. Sales letter to industrial marketers

Here is the sales letter I used to launch my freelance copywriting business in 1982. Imailed it to creative directors at 500 advertising agencies that handled industrial accounts,pulling the list from the Standard Directory of Advertising Agencies (see appendix II). Ireceived 35 replies, a 7 percent response.

How an Engineer and Former Ad Manager Can Help You Write BetterAds and Brochures

For many people, industrial advertising is a difficult chore. It’s detailed work, and highly technical. Towrite the copy, you need someone with the technical know-how of an engineer and the communicationsskills of a copywriter.

That’s where I can help.

As a freelance industrial and high-tech copywriter who is also a graduate engineer, I know how to writeclear, technically sound, hard selling copy.

You’ll like my writing samples, ads, brochures, catalogs, direct mail, PR, and A/V. And you’ll likehaving a writer on call who works only when you need him.

Here are my qualifications:

I have an engineering background (B.S., chemical engineering, University of Rochester). I started outwriting brochures and A/V scripts for the Westinghouse Defense Center. After I left Westinghouse, I

became advertising manager for Koch Engineering, a manufacturer of process equipment.

In my freelance work, I’ve handled projects in a wide variety of industries, including computers,software, chemicals, industrial equipment, electronics, publishing, banking, health care, andtelecommunications.

My articles on business communications have appeared in Business Marketing, Computer Decisions,Amtrak Express, Chemical Engineering, and Audiovisual Directions. And I’m the author of TheCopywriter’s Handbook (Dodd, Mead), A Dictionary of Computer Words (Dell/Banbury), and nine other

books.

Now, I’d like to help you create ads, brochures, and other promotions. Call me when your creative team isoverloaded, or when the project is highly technical.



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I’d be delighted to send you a complete information kit on my copywriting services. The packageincludes a client list, fee schedule, biographical information, and samples of my work.

Just complete and mail the enclosed reply card and the kit is yours, at no cost or obligation to you,of course.

Sincerely,

Bob Bly

P.S. Mail the reply card today and I’ll also send you a free copy of the much reprinted article, “10 Tips forWriting More Effective Industrial Copy.”



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37. Collection letter series

If a client does not pay your invoice on time, immediately start sending a series ofcollection letters once the balance becomes past due. The longer a bill goes unpaid, the lesslikely it becomes that you will ever collect it.

LETTER NO. 1

Dear Jim:

Just a reminder …

… that payment for the brochure I wrote for you (see copy of invoice attached) is now past due.

Would you please send me a check today? A self-addressed stamped reply envelope is enclosed for yourconvenience.

Regards,

Bob Bly

LETTER NO. 2

Dear Jim:

I haven’t gotten payment for this invoice yet. Did you receive my original bill and follow-up letter?

If there is any problem, please let me know. Otherwise, please send me a check for the amount due within

the next few days.Thanks,

Bob Bly



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LETTER NO. 3

Dear Jim:

This is the third notice I’ve sent about the enclosed invoice, which is now many weeks past due.

Was there a problem with this job I don’t know about? When may I expect payment?

Sincerely,

Bob Bly

LETTER NO. 4

Dear Jim:

What do you think I should do?

Despite three previous notices about this invoice, it remains unpaid.

I haven’t heard from you, and you haven’t responded to my letters.

Please remit payment within 10 days of receipt of this letter. I dislike sending you these annoying notices,nor do I like turning accounts over to my attorney for collection. But you are leaving me little choice.

Sincerely,

Bob Bly

P.S. Please be aware that the copyright on the copy I wrote for you for this assignment does not transfer toyour company until my invoice has been paid in full.



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38. Query letter

You can promote yourself by publishing how-to and informational articles related tocommercial writing in trade and business magazines read by your potential clients. Topropose an article to an editor, use a query letter.

A query letter is a brief (1-2 page) letter proposal to an editor. It concisely outlinesthe article you want to write—including the topic, contents, and your qualifications to write it.

The sample query below got me an assignment to write an article on letter writingfor Amtrak Express magazine. They even paid me $400, and this was many years ago!

Mr. James A. Frank, EditorAmtrak Express34 East 51st St.

New York, NY 10022

Dear Mr. Frank:

Is this letter a waste of paper?

Yes —if it fails to get the desired result.

In business, most letters and memos are written to generate a specific response, close a sale; set up ameeting, get a job interview, make a contact. Many of these letters fail to do their job.

Part of the problem is that business executives and support staff don’t know how to write persuasively.The solution is a formula first discovered by advertising copywriters, a formula called AIDA. AIDAstands for Attention, Interest, Desire, Action.

First, the letter gets attention … with a hard-hitting lead paragraph that goes straight to the point, or offersan element of intrigue.

Then, the letter hooks the reader’s interest. The hook is often a clear statement of the reader’s problems,his needs, his concerns. If you are writing to a customer who received damaged goods, state the problem.And then promise a solution.



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Next, create desire. You are offering something: a service, a product, an agreement, a contract, acompromise, a consultation. Tell the reader the benefit he’ll receive from your offering. Create a desirefor your product.

Finally, call for action. Ask for the order, the signature, the check, the assignment.

I’d like to write a 1,500-word article on “How to Write Letters that Get Results.” The piece will illustratethe AIDA formula with a variety of actual letters and memos from insurance companies, banks,manufacturers, and other organizations.

This letter, too, was written to get a specific result: an article assignment from the editor of AmtrakExpress.

Did it succeed?

Regards,

Bob Bly

P.S. By way of introduction, I’m an advertising consultant and the author of five books, includingTechnical Writing: Structure, Standards, and Style (McGraw-Hill).



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39. Letter to obtain testimonials

After completing a job successfully, you can use this letter to solicit a testimonialfrom the client. I always send a self-addressed stamped envelope and two copies of theletter. This way the recipient doesn’t have to make a copy of the letter or address and stampher own envelope.

Mr. Andrew Specher, PresidentHazardous Waste Management, Inc.Anywhere, U.S.A.

Dear Andrew:

I have a favor to ask of you.

I’m in the process of putting together a list of testimonials, a collection of comments about my servicesfrom satisfied clients like you.

Would you take a few minutes to give me your opinion of my writing services?

No need to dictate a letter—just jot your comments on the back of this letter, sign below, and return it tome in the enclosed envelope. (The second copy is for your files.)

I look forward to learning what you like about my service … but I also welcome any suggestions orcriticisms, too.

Many thanks, Andrew.

Regards,

Bob Bly

YOU HAVE MY PERMISSION TO QUOTE FROM MY COMMENTS, AND USE THESEQUOTATIONS IN ADS, BROCHURES, MAIL, AND OTHER PROMOTIONS USED TO MARKETYOUR FREELANCE WRITING SERVICES.Signature Date



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40. Letter for getting permission to use existing testim

Some clients will send you letters of testimonial unsolicited. Before you use them inyour promotions, get their permission in writing, using this form letter:

Mr. Mike HernandezAdvertising Manager

Technilogic, Inc.Anytown, U.S.A.

Dear Mike:

I never did get around to thanking you for your letter of 8/15/97 (copy attached). So … thanks!

I’d like to quote from this letter in the ads, brochures, direct-mail packages, and other promotions I use tomarket my writing services—with your permission, of course.

If this is okay with you, would you please sign the bottom of this letter and send it back to me in theenclosed envelope? (The second copy is for your files.)

Many thanks, Mike.

Regards,

Bob Bly

YOU HAVE MY PERMISSION TO QUOTE FROM THE ATTACHED LETTER IN ADS,BROCHURES, MAIL, AND OTHER PROMOTIONS USED TO MARKET YOUR FREELANCEWRITING SERVICES.Signature Date



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41. Form for keeping track of sales leads

You can keep track of your sales leads with contact management software such asGoldmine or Act. Or, you can keep your leads in a three-ring binder, filling out the formbelow for each prospect.

Date Source of inquiry Response viaName Title

Company Phone

Address Room/floor

City State Zip

Type of business:

Type of accounts (if an ad agency):

Type of projects:

For: [ ] immediate project [ ] future reference

[ ] project to be started in:

(month/year)

STATUS:

[ ] Sent package on (date):

[ ] Enclosed these samples:

[ ] Next step is to:

[ ] Probability of assignment:

[ ] COMMENTS:



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CONTACT RECORD:

Date: Summary:





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43. Promoting yourself through speaking engagemen

One effective way to market yourself is by giving talks and speeches to groups ofadvertising and marketing professionals. Here’s a model query letter you can use togenerate such engagements:

Ms. Jane Smiley

Program DirectorWomen in EngineeringBig City, U.S.A.

Dear Ms. Smiley:

Did you know that, according to a recent survey in Engineering Today, the ability to write clearlyand concisely can mean $100,000 extra in earnings over the lifetime of an engineer’s career?

For this reason, I think your members might enjoy a presentation I have given to several businessorganizations around town, “10 Ways to Improve Your Technical Writing.”

As the director of Plain Language, Inc., a company that specializes in technical documentation, I haveworked with hundreds of engineers to help them improve their writing. My presentation highlights the 10most common writing mistakes engineers make, and gives strategies for self-improvement.

Does this sound like the type of presentation that might fit well into your winter program schedule? I’d bedelighted to speak before your group. Please phone or write so we can set a date.

Regards,

Blake Garibaldi, DirectorPlain Language, Inc.



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44. Sample copy critique

I don’t use any special format for writing copy critiques. I merely go through thepiece of copy I am being paid to critique, and present my comments in a simple numberedlist, as in the sample critique below:

To: Joe Client

From: Bob BlyRe: Critique of small business loan mailer

1. The main problem with this is that it LOOKS and SOUNDS like “promotional mail.” I get atleast one of these a week, maybe even one a day, at my office, as do many small businessowners. It just has the style, tone, and appearance of “junk mail.” That’s not good. It should lookand read like either personal correspondence or important business information.

2. Every other lender’s mail looks and reads like this, which is a good reason to make yoursDIFFERENT. You want ABCD to STAND OUT from the pack, and come across as a valuablebusiness resource—not another loan shark.

3. In your mailer, you take the standard copy approach of letting the reader know he qualifies toborrow money. Perhaps you should test this against an approach where you educate him on theVALUE of borrowing money to grow his business.

4. What I mean is this: many small business owners don’t like the idea of borrowing and havingdebt. But they DO like the idea of growing their business and becoming rich and successful. Yetwe are opposed to borrowing. We want our business to be successful. We don’t WANT toborrow money—and you have to educate us that we SHOULD borrow money, because thatway, we will reach our business goals faster.

5. In your letter, you can start with the prospect, her business, and her hopes and dreams ofbuilding a small business into a source of lifetime financial security, e.g., “To grow yourbusiness, it takes capital. Capital you may not have. But capital now, thanks to ABCD, you cannow get—at a very affordable cost.”

6. Give an example with some numbers to show that if they use the money they borrow toincrease their business, the increased cash flow they will gain is far in excess of the smallmonthly payments they must make to pay back the loan. So in effect, they are borrowing themoney for free! This could be a case study of one of your borrowers.



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7. You have used a tone in your copy that is official and professional. Try writing a letter that ispersonal and emotional. Entrepreneurs and small business owners are passionate about theirbusinesses. Show them that ABCD shares that passion and wants to help them make theirdreams come true. Reach them on a PERSONAL and EMOTIONAL level. Right now, your copyonly reaches them on a LOGICAL level.

8. If ABCD is actually a government agency, say so up front. If not, explain how ABCD is in aposition to help the reader gain government grants or loans. Are we AUTHORIZED by the

Australian government to act as an intermediary between the borrower and the lender?

9. I would put the 5 categories of funding in a separate small brochure mailed along with theletter. This way we can say “we have enclosed an informative pamphlet showing the 5 ways

Australian small businesses can get the government to help you finance your growth at lowcost.”

10. I might also print the long list of businesses for whom we have obtained funding on aseparate sheet, perhaps on colored stock, to make it stand out. On the headline to that sheet,we could reference the total number of businesses we have helped and the total dollar amountof funding we have secured for them, e.g., “Since 19XX, ABCD has helped 1,325 Australianbusinesses obtain $15,367,543.34 in government grants, loans, and other funding.”

11. On the sheet of success stories (#10 above), maybe add a sidebar with 3 to 6 testimonialsfrom satisfied customers praising our services and telling what they were able to accomplish intheir businesses with the money.

12. How do we charge for our services? Does the prospect pay us a flat fee? Do we get ourcommission from the government lending agency? Do we charge for a business plan or do it forfree as part of the service?

13. As in other financing promotions, tell the reader what he does NOT have to pay for or do,e.g., “no application fee … no audit of your books … no revenue verification … no closing costs… etc.”

14. Consider offering a premium or other incentive for calling immediately, e.g., “Call within thenext 7 days and you get X.” “X” could be a waiver of application fees, or maybe a cordlessphone or desktop calculator, or a booklet on “9 ways to grow your small business in Australiatoday.”



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45. Sample copy manuscript

Copywriters constantly ask to see a sample of my copy as I submit it to the client,presumably to learn the proper format. Here is an example …

---------------------------------------------------------------------------------------------------------------------File: IntechPC1Date: 10-21-04

Topic: Intech 6X9” postcard—plastic teeth breaking—first draft

A note to reviewers

Please keep in mind that this is a preliminary draft. As you read, you may find extraneousinformation you want to delete, or think of missing information you want to add. You maywant to change the organization of the piece, or make wording changes to heads and bodycopy. Please do so without hesitation, marking your comments directly on this manuscript.That will give us the best draft possible. At this point, you can make as many changes as youwant, without cost or delay of any kind. If we do not hear back from you within 30 days, weassume there are no changes and you approve the copy as-is.

Please note: Although you are free to communicate your copy changes in any manner youwish (phone call, handwritten notes on the draft), we strongly recommend you type yourcomments directly on the electronic file of this copy using the Word Tracking feature. Notonly does it give you unlimited room to comment (a problem when marking up a hard copy

by hand), but it eliminates the frustration of having to deal with handwritten comments thatlook okay on your end but become illegible when faxed.



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800-XXX-XXXX

800-XXX-XXXX www.xxx.xxx

OPTIONALVISUAL

FRONT

BACK

•

[LAYOUT]



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[BACK—ADVERTISING PANEL]

How to stop teeth in your plastic gears from breaking

You know what happens to ordinary plastic gears when they overheat: thermal expansion. And as thegears expand, the teeth don’t match up precisely—resulting in bumpy, noisy operation.

With Power-Core TM Gears from Intech, non-hygroscopic Nylon 12 is molded onto a metal hub whichreduces thermal expansion of the plastic by 50% or more . The metal core also distributes stress evenlythroughout the plastic, preventing tooth breakage .

Result: the non-lubricated Power-Core Gear maintains its dimensions, with minimal backlash, to keepyour machine running smoothly and quietly for up to 12 times longer than steel gears.

[VISUAL: Photo of gears]

For your FREE Gear Selection Guide …

[VISUAL: Front cover of brochure]

Call 201-767-7797

Or visit www.intechpower.com

[FRONT—ADDRESS PANEL]

Only Power-Core “plastic-on-metal” gears give you all these advantages!

No lubrication —does not require maintenance or a gear box.

Fabricated from Nylon 12 —non-hygroscopic crystalline structure virtually eliminates swelling.

Steel or aluminum core— dissipates stress and heat; reduces thermal expansion.

Engineered for longer life —proprietary formula accurately calculates how long the gear will last.

Reduces backlash— 6 decibels quieter than metal gears.

For your FREE Gear Selection Guide …

[VISUAL: Front cover of brochure]

Call 201-767-7797

Or visit www.intechpower.com



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46. Follow-up call scripts

When you send potential clients information on your copywriting services, does itpay to follow up? Yes! With follow-up calls, you can increase the conversion rate of leads tosales by 10% to 30% or more. Here are some follow-up scripts used by my staff, who does allthe follow up calling for me …

Follow up to samples sent

Hi Shirley,Just following up Bob Bly’s direct mail samples we sent you recently.

Maybe it’s still on your desk somewhere? Anyway, we’d like to stay on your radarin case a project comes up that might be right for Bob.

Let me know.

Touching base messageHi Henry, it’s been a while since we’ve been in touch, but we’re planning for 1stquarterso I’m checking in on behalf of Bob Bly to see if he can help you out with anycopywriting projects.

Recent projects include direct mail package for Boardroom … direct mail and e-mailfor Harvard Business School Publishing … direct mail for Kiplinger … e-mail forForbes … direct mail for Global Health Solutions … direct mail for Uptick Media andFleming Financial … and more.

Bob is an IBM approved vendor and we’d love to add you to that list.

Follow up to a referral: Hi Jennifer, just checking in per the message below from Michael to see if you have

any direct mail projects coming up that might be appropriate for Bob Bly.

You may be aware that Bob has done work in the past for PDR. I can send youthose samples if you like. Other clients include … American Health Consultants,Rodale, Agora Publishing and many, many more.

You can see samples galore here: http://www.bly.com



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Also, may I add you to Bob’s free monthly e-mail newsletter list?Follow up to an inquiry: Jason, thanks for your time and interest in Bob Bly’s direct reponse copywriting.Bob would love to try his hand at beating the control for a full page ad for one ofyourscience courses.

As I mentioned, his standard rate for a full page ad is $2500-3000 (for copy only),so mull that over and see if there is one it would be worth testing Bob on, eithernow or later.

Let me know if you have any questions.



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47. Compliance disclaimersWhen using testimonials in copy you write for clients, this disclaimer should appear

on the page on which the first testimonial appears.

NOTICE: Testimonials are believed to be true based on the representations of the personsproviding the testimonials, but facts stated in testimonials have not been independently auditedor verified. Nor has there been any attempt to determine the experiences of the persons givingthe testimonials after the testimonials were given. The average reader who purchases thesystem should not necessarily expect the same or similar results. Testimonials may be basedon previous products, and are not necessarily based on the specific products offered in thisbrochure.

When writing about stocks, options, commodities, or futures trading, speculation, orinvesting, a disclaimer such as the following should appear on the first or second page ofthe promotion:

IMPORTANT NOTICE! Stock and option trading has large potential rewards, but also largepotential risks. You must be aware of the risks and willing to accept them in order to invest inthe equity or options markets. Don’t trade with money you can’t afford to lose. This is neither asolicitation nor an offer to buy/sell securities, interests or listed options.

NOTICE: “Hypothetical or simulated performance results have certain inherent limitations.Unlike an actual performance record, simulated results do not represent actual trading. Also,since the trades have not actually executed, the results may have under-or-over compensatedfor the impact, if any, of certain market factors, such as lack of liquidity. Simulated tradingprograms in general are also subject to the fact that they are designed with the benefit ofhindsight. No representation is being made that any account will or is likely to achieve profits orlosses similar to those shown.”

Here is a disclaimer you can use when writing an investor relations promotion: adirect mail package whose purpose is to promote a company’s stock to individual investors.

IMPORTANT NOTICE AND DISCLAIMER: This featured company sponsored advertising issue ofSuperstar Stock Profits Newsletter does not purport to provide an analysis of any company’s financial position, operations or prospects and this is not to be construed as a recommendation by Superstar StockProfits Newsletter or an offer or solicitation to buy or sell any security. ABC Company, Inc. (ABC), thecompany featured in this issue, appears as paid advertising, paid by IR Communications Inc., to provide

public awareness for ABC. IR Communications Inc. has approved and signed off as “approved for publicdissemination” all statements made herein regarding ABC’s history, assets, technologies, current as wellas prospective business operations and industry information. Superstar Stock Profits Newsletter andCashflow Financial Media (CFM) have used outside research and writers using public information to



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create the advertisement coming from Superstar Stock Profits Newsletter about ABC. Although theinformation contained in this advertisement is believed to be reliable, Superstar Stock Profits Newsletterand CFM makes no warranties as to the accuracy of any of the content herein and accepts no liability forhow readers may choose to utilize the content. Readers should perform their own due-diligence, includingconsulting with a licensed, qualified investment professional or analyst. Further, readers are stronglyurged to independently verify all statements made in this advertisement and perform extensive duediligence on this or any other advertised company. Superstar Stock Profits Newsletter is not offeringsecurities for sale. An offer to buy or sell can be made only with accompanying disclosure documents andonly in the states and provinces for which they are approved. Many states have established rules requiringthe approval of a security by a state security administrator. Check with http://www.nasaa.org or call yourstate security administrator to determine whether a particular security is licensed for sale in your state.Many companies have information filed with state securities regulators and many will supply investorswith additional information on request. CFM has received and managed a total production budget of$100,000 for this print advertising effort and will retain any amounts over and above the cost of

production, copywriting services, mailing and other distribution expenses, as a fee for its services. JamesRapholz is paid $5,000 as an editorial fee from CFM and also expects to receive new subscriber revenueas a result of this advertising effort. *More information can be received from ABC’s investor relationsfirm, or at ABC’s website www.xxx.com. Further, specific financial information, filings and disclosuresas well as general investor information about publicly traded companies like ABC, advice to investors andother investor resources are available at the Securities and Exchange Commission website www.sec.govand www.nasd.com. Any investment should be made only after consulting with a qualified investmentadvisor and after reviewing the publicly available financial statements of and other information about thecompany and verifying that the investment is appropriate and suitable. Investing in securities is highlyspeculative and carries a great deal of risk especially as to new companies with limited operations and nohistory of earnings. The information contained herein contains forward-looking information within themeaning of section 27a of the Securities Act of 1993, as amended, and section 21e of the SecuritiesExchange Act of 1934, as amended, including statements regarding expected growth of the featuredcompany. In accordance with the safe harbor provisions of the Private Securities Litigation Reform Act,ABC notes that statements contained herein that look forward in time, which include everything otherthan historical information, involve risks and uncertainties that may affect the Company’s actual results of

operations. Factors that could cause actual results to differ include the size and growth of the market, theCompany’s ability to fund its capital requirements in the near term and in the long term; pricing pressures,technology issues etc.



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48. Small display ad

Some trade publications sell business-card-sized display ads in the back of themagazine. I always got better results creating an ad to fit the space rather than just lettingthem run my business card.



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49. White paper template

Clients may ask you to write white papers for them, or you may want to publishyour own white papers to promote your business and offer as premiums to potential clients.This is a template into which you can fit the text of your white paper. Length varies, butwhite papers are typically 3,000 to 4,000 words plus visuals.



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50. Article reprints

Consider making good quality reprints of some of your articles to hand out and mailto prospects and clients.



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51. Seminar brochure

If you want to market your seminars and workshops more aggressively, you can maila brochure such as this to training directors, meeting planners, and others who hirespeakers on your topic.



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52. Flier announcing a speaking engagement

When you give a talk to a local group or association at a lunch or dinner meeting,they will mail or e-mail a flier to get people to attend. Since you want as many potentialclients in the audience as possible, it can pay you to get involved in the writing and designof your seminar announcement.



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53. Tax form for Canadians working for U.S. clients

If you are registered as a Canadian corporation and you are working for clients inthe U.S. or selling products to Americans, you must submit U.S. tax form W-8BEN. Askyour accountant for further details.

You can download the form using the link below:www.irs.gov/pub/irs-pdf/f w8ben .pdf



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54. Creative Brief

Some clients give their copywriters a “creative brief” to guide them in the creation ofthe promotion. If your client does not have a creative brief, you may want to write one. Bysubmitting and reviewing a creative brief before you begin writing the copy, you ensurethat you and your client are on the same page.

THE POWER MARKETING PROGRAMTARGET MARKETS:

1. Sales and marketing professionals at direct marketing companies—businesses for whomdirect marketing is the primary sales channel and do one-step (i.e., mail order) marketing (e.g.,Rodale, Boardroom).

2. Sales and marketing professionals at companies that do a lot of direct marketing and “care”about direct marketing—but do two-step (lead generating) direct marketing (e.g., Intuit, IBM).

3. Entrepreneurs and wanna-be entrepreneurs who buy high-priced material on direct marketing(e.g., Jay Abraham’s customers) or online marketing (e.g., Corey Rudel’s customers).

TEST METHOD:

Create a long-copy microsite selling THE POWER MARKETING PROGRAM. Drive traffic to themicrosite through online ads in ETR and a solo e-mail to the ETR list.

COPY PLATFORM:

1. There is a small group of ultra-successful entrepreneurs that made their fortunes by startingdirect response businesses on a shoestring—businesses that today have annual revenues of$10 million to $100 million…and have made their owners extraordinary wealthy.

2. If you knew everything they did to get started—how they came up with their product, wherethey advertised, the marketing methods they used to launch and expand their companies—youcould do exactly what they did, copy cat their success, and make almost as much as they make…with a fraction of the risk (because you are avoiding their mistakes and following their provenformula) and



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3. We call the program THE POWER MARKETING PROGRAM because these people really areall “marketing geniuses” (or at least extraordinarily lucky). But with THE POWER MARKETINGPROGRAM, you do not have to become a marketing genius or have extraordinary luck. Yousimply follow what they did and get rich following their tested formula.

POSSIBLE HEADLINE:

“College Drop-Out Starts a $52.7 Million Mail Order Businessin the Cramped Living Room of His Cramped Third-FloorWalk-Up Apartment!”

Now you can duplicate his success—with almost NONE of the risk and at a tiny FRACTION ofthe cost!

PRODUCT ELEMENTS:

Teleconferences: At least 3-4 per year

• Deliver at least 3-4 teleconferences and alerts a year. We’ll deliver the hottest and mostground breaking marketing promotions.

• Topics will span from Newsletters to Nutritional Supplements—we’ll cover any of thehottest things out there (via teleconference)

Prep Kits: At least 3-4 per year• Delivered before each teleconference.• Includes: Summary of product, copy of promotion, bio about copywriter, gives all

information about logistics of teleconference.• Teleconference and alerts are the core promise of delivering the hottest products out

there as soon as we know about them…you’ll get the insider’s advantage of knowingabout these hot products just as soon as we dig them up.

Online Newsletter: delivered via email monthly• 8 page newsletter that covers the secrets, tactics of extremely successful marketing

campaigns.• Includes interview with the marketer• Analysis of the campaign strategy—dissects a marketing campaign from target

audience, to marketing lists, datacards, and reveals what the marketing numbers are(response rates, break even analysis, etc.)



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55. Overcoming objections Web page

I thought about adding the following copy to my Web site. It deals with commonobjections and helps screen out potential clients who are not a good fit for me. But I nevergot around to posting it.

Q: Why should I hire Bob Bly to write copy for me?

A: Maybe you should not.

By Robert W. Bly

My experience is that you, as a client, will be unhappy with any copywriter orconsultant you hire if certain conditions exist —and if certain other conditions donot.

Here are some guidelines to determine whether my services are a good “fit” foryour needs.

Before you sign my agreement and send a retainer, read the below carefully. If itdiscourages you, don’t hire me; we would not be happy with each other:

1. I do best with clients that are either direct marketers or have a direct marketing “mindset”; i.e., they need copy to generate a measurable, tangible response —either to generate a positive ROI or beat an existing control.

2. You’ll be happy with me if you like highly persuasive copy and aren’t afraid touse long copy if the situation warrants.

3. Clients who are interested primarily in goals other than increasing response andROI —branding, awareness, image-building, and other intangibles —are better

served elsewhere.

4. If you are an expert in direct response, we should by all means work in acollaborative partnership; after all, you may know more than I do.

5. On the other hand, if you admit you know little or nothing about direct response,you need to let me drive and stay out of my way. If you don’t agree, don’t hire me.



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6. Some clients, in particular those in large corporate settings, expect their creativevendors and consultants to be available on a “beck and call” basis, able to take aconference call or rewrite copy on a moment’s notice. I am not.

7. Clients who will like my service give their copywriters the time needed to creategreat copy. They are much more interested in “I want it good” rather than “I wantit fast.”

8. Once you give me the assignment, you don’t continually call me to ask “How’s itgoing?” Trust that if I need something from you, I’ll ask.

9. When you give me a copywriting assignment, I go away and work hard on yourcopy. If you want me to do so, you will not interrupt me in this task with frequentphone calls and e-mails.

10. I work with clients by mail, fax, phone, FedEx, and e-mail. I do not, except inrare circumstances, meet face to face with clients. And I virtually never travel.’

11. Some clients, in particular small businesses and others not experienced in orsophisticated about marketing, need to understand that what I am selling youultimately for the fee you paid me is copy. And copy only. Nothing else.

12. Because I do not control lists, offer, price, product, external events, and avariety of other factors that can affect your marketing, I cannot and do notguarantee results.

13. I can, however, continue to work for you, if you wish to contract with me to doso, on developing different sales themes, copy, and offers to come up with a

winning promotion for your product.

14. I do not offer “project management” in the sense of coordinating all aspects ofa promotion (copy, design, list, production, mailing). I write the copy. And that’s it.But I can recommend project managers to you if you require that kind of “agency”service.



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56. Letterhead

Designing your logo and letterhead was a big deal for copywriters when I got startedback in the early 1980s. Though e-mail has replaced postal mail as the primary method ofbusiness communication, you still need letterhead. I had three rules for my designer whenhe created my letter: (1) keep it simple (2) make sure the design leaves plenty of room onthe page for the letter, and (3) include all my contact information. My letterhead is notcreative or splashy, but it fulfills those three requirements.

My business card follows the design of the letterhead. It is straightforward andprofessional, not creative or promotional.



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57. Product order forms

Many writers publish and sell their own information products including audio tapes,DVDs, special reports, and booklets. You can post a form such as the one below on yourWeb site or enclose it in outgoing correspondence to generate product sales.

Audio and Video Cassette Programs

Print and mail this form with payment as indicated on the coupon at the bottom of this page.

Audio Cassettes (800 series)

804 Sixteen Secrets of Successful Small BusinessPromotion

How to use low-cost/no-cost advertising, marketing, sales promotion, and publicrelations techniques to build your business.

Single cassette $15

805 Selling Your Services in a Soft EconomyHow to successfully sell and market your professional, trade, or technical services in arecession or soft economy.

Single cassette $15

806 How to Write Copy That SellsMarketing expert Bob Serling interviews Bob Bly on how to write compelling, hard-hittingcopy that excites your prospects and moves them to buy.

Single cassette $15812 The Motivating Sequence

A proven 5-step formula for persuasive writing.

Single cassette $15

813 Secrets of Successful Lead Generation



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How to write sales letters, self-mailers, ads, and other marketing communications thatgenerate high volumes of qualified sales leads.

Single cassette $15

814 filing Your Services in a Soft EconomyHow to successfully sell and market your professional, trade, or technical services in arecession or soft economy.

Six cassettes $59

816 What’s Working in Direct Mail TodayCase studies highlighting techniques you can use to dramatically increase your direct mailresponse rates.

Single cassette $15

817 Six Secrets of Newsletter DM Packages That WorkHow to write successful direct mail packages selling subscription newsletters.

Single cassette $15

818 Marketing Technology ProductsDirect marketing methods for selling software, hardware, systems, and other high-techproducts and services.

Single cassette $15

820 Maximizing Personal ProductivityTime management techniques and personal productivity tips that can help you get moredone in less time.

Single cassette $15

821 Selling Information Products in the Internet AgeHow to market newsletters, books, special reports, CD-ROMs, databases, subscriptionWeb sites, and other information products that compete with free information on the Web.

Single cassette $15

823 Internet Direct MailHow to conduct an effective e-mail marketing campaign. Covers lists, copy, graphics,transmission, and response measurement and tracking.

Single cassette $15



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Videos

901 How to Get Your Nonfiction Book PublishedHow to write a nonfiction book and sell it to a major New York publishing house for anadvance of $10,000 to $50,000 or more.

60-minute video, VHS format $29

Clip this coupon and mail it with your payment. (You may photocopy it, if you wish)

Items you wish to order (indicate item #'s): _______ _______ ________ ________ _______ ________ ________ ________ ________ ________ ________ ________ ________ _______ ________ ________ ________ ________ ________ ________ ________ ________

_______Name___________________________________________ Phone#________________________

Address______________________________________________ __________________ ________City______________________________State_________________Zip_____________________

Enclose money order, cash, or check (payable to "Bob Bly") for appropriate amount. NJresidents add 6% sales tax. Canadian residents add $2 (U.S. dollars) per order. 30-daymoney-back guarantee on all books and cassettes. All items shipped UPS ground.

Please allow 1-2 weeks for deliveryMAIL TO: Bob Bly, 22 E. Quackenbush Avenue, Dumont, NJ 07628



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58. Detailed copy platform

This memo format communications a detailed copy platform to the client. The clientshould review and sign off on this platform before you begin writing copy.

Bob Bly 22 E. Quackenbush Ave.Copywriter/consultant Dumont, NJ [email protected] phone 201-385-1220www.bly.com fax 201 385 1138

RE: Copy platform outlineDATE: 4-25-02FILE: BBPLATFORMTechnology News.doc

USP (Unique Selling Proposition)

•

What is the Big Promise of this publication? How is this product different/better thancompetition? What is its reason for being? Technology is vitally important -- to yourcareer, your business, your investments, and every other aspect of your life. Those whoknow and understand tomorrow’s most important technologies, today (before othershave even heard of them), have the edge. They can make their businesses moresuccessful, their portfolios grow faster, and their careers take off. This is the edge thatTechnology News provides.

• Secondary point: Yes, there is a mountain of information on technology published daily.Some paid, some free; both online and offline. You don’t have time to read even a fraction ofit. And can you make sense of it all? Anyone can give you “information.” We give you

actionable ideas based on an accurate forecast of new and emerging technologies and theroles they will play in our future.

• Urgency/uncertainty factor: Business today moves at the speed of light, and it constantlychanges. We keep you on the cutting edge, so you can stay a step ahead of the curve. We’llmake sure you anticipate and act on important technology innovations well in advance ofyour competition.



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Market

• Who is the audience? The core audience is businesspeople who influence theircompany’s technology and strategic decisions. These include entrepreneurs intechnology companies, strategists in other industries, financiers, marketing

professionals and other executives in technology services companies are the primaryaudience. Secondary audiences include libraries, academics, and media.

• What is their “unvoiced fear” or “under-represented desire”? That they will make thewrong decisions concerning technology, and that these mistakes will be costly if notdevastating to their businesses. They will be left behind, blamed by management, and missopportunities for increased market share and profits.

• What lists will be used? Client to contact Edith Roman Associates or Merit Direct for listrecommendations.

Core complex of the audience

• Beliefs (attitudes and principles) —Technology is important. I am interested in technology,even fascinated by it. I know the basic concepts and which technologies are hot (e.g., I knowterms like “broadband,” “PDA,” and “embedded systems”). I believe if I can be smart aboutmy technology decisions and investments, my business will be more successful, and I willgain a big edge over my competitors.

• Desires (wants and needs )—I want to (a) know where technology is going and what the nexthot technologies will be, (b) learn this before my competitors know about it, (c) make good

business decisions based on a strong understanding of emerging technologies and their role,and (d) have others think I’m smarter (and more knowledgeable) than they are when

discussing technology with them.• Feelings (emotions) —I am interested, even fascinated, by technology. But I am afraid I really

don’t understand it, or at least that I am not savvy enough to accurately forecast where it isgoing and how I (and my business) will be affected. I fear I will miss a trend or opportunityand be left behind. I am overwhelmed by the glut of information about technology being

published today. I can’t keep up with or read even a small fraction of it, much lessextrapolate from the data what’s really going on. I need someone to guide me in makingsmart technology decisions.

4 LEGS of the stool (elements required for a successful DM promotion of an

information product)• System (the Big Idea) —Joan Smith is a technology guru you can trust to guide you. She and

her team —through the benefits of sharp analytical minds, extensive industry experience, andconstant contact with the movers and shakers of technology —know better than anyone elsewhat’s happening in technology and how it will affect you.



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• Promise (future benefit) —Technology News will tell me today what I need to be successfultomorrow — before others even know about it.

• Credibility —Smith is endorsed by major media and her subscribers rave about her andTechnology News.

•

Track record —She has anticipated and forecast future trends in technology way ahead of thecurve over and over again. People trust her interpretation and view of technology trends andissues.

Offer

• Price —$795 for 1 year (11 issues); $1,350 for 2 years (22 issues).

• Term —payment with order or bill-me option.

• Premiums —1-year subscribers get an early-bird invitation to PC Forum 2002, a transcript ofthe event, and a binder to hold issues. 2-year subscribers get all 1-year bonuses plus theinvitation and transcript for the 2003 Forum.

• Guarantee —Refund if not 100% satisfied. I recommend a full refund if cancellation occurswithin 90 days, and prorated refund after 90 days. Subscriber keeps all issues and bonusesreceived at no cost in either case.

• Value —You can hire Joan Smith to give a speech to your people for $30,000, or hireconsultants for an expensive engagement, or spend $1,000 to $10,000 on a market researchstudy. Now for $795, you get 12 issues equivalent to those thousand dollar research studies --only more concise, interesting, clearer, and accurate.

Package ElementsI have suggested minor changes in the components below to maximize response:

• #10 envelope —with teaser. Use a window envelope. Recipient’s name and address isimprinted on reply element and shows through the window.

• 2-page personalized sales letter — possibly split test personalized vs. non-personalized letter; Iam not sure personalization will pay for itself.

• Brochure —I’d recommend an 8 1/2 C 11” folded twice to form 3 panels, which would giveus one more panel than the current PC Forum brochure.

• Buck slip —feature the premium (the Forum transcript) on a separate 4 X 9” buck slip ratherthan as a part of the reply form (see below).

• Lift note —Use regular stock, not vellum. Consider a Monarch size lift letter in Courier orPrestige Elite typeface.

• Order card —standard 4 X 9” order card replaces your tent card. Recipient’s name andaddress are imprinted on the order card and show through a window on the outer envelope.This way the busy reader does not have to fill in his name and address to order.



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Letter Lead

Dear [Name]:

Imagine the advantage you’d enjoy ... in business, investing, and

your career ... if you were able to gain a thorough understandingabout the most important new technologies -- before others even knewabout them.

Can you really gain such an edge? There’s an absolute deluge ofinformation on technology today.

But when it comes to deciphering the true significance anddirection of emerging technologies, most of us are -- as the famousquote says -- “drowning in information but starved for knowledge.”

That’s where Technology News -- a unique technical advisoryservice that Information Week says “will shape the future of thetechnology’ business” -- can make a real difference in your life.

###



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59. E-book disclaimers

Many copywriters write and sell information products online as a second source ofincome.

There is some liability involved with publishing and selling advice: namely, thebuyer might be able to sue for damages if your advice doesn’t work out.

To reduce your exposure, publish a disclaimer on the title or copyright page of youre-books, traditionally published books, special reports, and other information products.Here’s an example from a tax guide for writers:

This manual is intended to give guidance on tax issues for freelance writers and other self-employed individuals. It is for informational purposes only and does not constitute, andshould not be construed as, professional, legal or tax advice.

To determine your individual tax situation and specific needs, please consult a professionaltax advisor or your financial advisor. For more information, visit the IRS Web site,www.irs.gov or contact your tax advisor.

You also need to print a copyright notice in the front of your e-book as follows:

Tax Issues for Freelance Writers and Other Self-Employed Individuals is copyrighted by theCenter for Technical Communication. No portion of this manual may be reprinted orreproduced in any way without express written permission.© Copyright 2007, by the Center for Technical Communication. All rights reserved.

Another concern you have as an e-book publisher is people passing your e-bookaround to friends without paying for it. To protect your intellectual property and stoppeople from ripping you off by copying and distributing your e-book without paying for it,prominently display the warning below in large type on the title or copyright page:

WARNING: This is not a free e-book! Buying this book by electronic download entitles theowner to keep one copy on his or her computer and print one copy only. Printing multiplecopies, or sharing this book by electronic transmission, either as a gift or for payment, is aviolation of international and U.S. copyright laws and treaties. Any person who distributesthis e-book free or paid will be subject to penalties of up to $100,000 per copydistributed.



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Appendix I: Copywriter’s Roughs

Clients often ask, “Will you provide a copywriter’s rough with your copy?”

A copywriter’s rough is a crude drawing to show how the copy you write is to bepositioned in the layout.

Before computers, I hated doing copywriter’s roughs, because my drawing is sloppy

and they always looked terrible.

When PCs became popular, I began having my assistant redraw my crude pencilsketches as Word drawings.

Although they were simple, they looked 100% better, mainly because the computer,unlike the human, draws a straight, neat line every time.

I realized that many of my projects had similar formats and therefore similar layouts.

So I would save the copywriter’s roughs my assistant did in Word in a subdirectoryon my hard drive.

When I got another assignment with asimilar layout, I’d either use the old Worddrawing as is or have my assistant make changesif needed.

In time I built up quite a library of thesecopywriter’s roughs, and in this appendix, Iprovide a number you can use.

A. #10 direct-mail packageThis is a copywriter’s rough for a #10

direct mail package. The components are a #10outer envelope with teaser, a 4-page sales letter,an 8 ½ X 11” premium sheet, and a businessreply card.

Outer Envelope

Corner Card Teaser

RecipientsAddress

Postage

Over please

SalesLetter

HEADLINE

Picture

Flier or Premium Sheet

Yes,

Order Form Business ReplyEnvelope



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B. Slim-jim brochure A “slim jim” brochure is made by folding an 8 ½ X 11” sheet of paper twice to form a

pamphlet with six panels. The format fits into a #10 envelope for mailing or in a displayrack or holder at a bank or travel agency.

Tri-fold Brochure—letter size folded to form 6 panels

Front cover Back cover

A B

C

D E F

inside flap

inside spread



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C. Full-page direct response adHere is the layout for a standard direct response advertisement with a reply coupon.

Many advertisers omit the coupon, arguing that buyers today want to go to a Web URL.But a coupon is a visual indicator to the reader that says, “This is one of those ads whereyou are supposed to reply and get something in exchange.” So I use it frequently, thoughnot always.

HEADLINE

Subhead

OptionalPicture

Yes!



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D. Sales brochureWhen creating sales literature for clients, the most common format is a 4-page

brochure. This is formed by taking an 11 X 17” sheet of paper and folding it once verticallyto form four pages.

HeadlineSubhead

Visual•••

BannerSubhead

HeadlineSubhead

Visual

Visual

_____ _____ _____ _____

_____ _____

_____

_____

_____ _____ _____ _____

_____ _____ _____ _____

_____ _____ _____ _____

Headline _____ _____ _____ _____

_____ _____ _____ _____

Subhead _____ _____ _____ _____

Logo

Front Cover1

4 Back Cover



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E. Editorial-style ad“Editorial style” means the ad is typeset so that it looks like an article in the

publication rather than an advertisement. Most publications require the advertiser to putthe word “Advertisement” at the top of editorial style ads.

Advertisement

HEADLINESubhead

by Joe BlowFeature Writer

800-XXX-XXXX



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F. Buck slip A buck slip is an extra piece of paper added to a direct mail package. Often it is just

slightly smaller than the outer envelope. Typically the buck slip is used to highlight apremium in both words and pictures.

HEADLINE

# 1

# 2

# 3

800-XXX-XXXX



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G. 4-page insert“Inserts” are marketing pieces inserted into publications or products. They ride

along with the publication or product, eliminating the cost of a solo mailing.

HEADLINESubhead

VISUAL

_____________ _____________ _____________ _____________

_____________ _____________ _____________

_____________ _____________

_____________

_____________ _____________ _____________ _____________ _____________ _____________

HEADLINE

Subhead

VISUAL _________________ _________________ _________________ _________________ _________________ _________________ _________________ _________________ _________________ _________________

Subhead _________________ _________________ _________________ _________________

_________________ _________________ _________________ _________________

Subhead _________________ _________________ _________________ _________________ _________________ _________________ _________________

HEADLINE

Subhead

VISUAL _________________ _________________ _________________ _________________

_________________

_________________ _________________ _________________

_________________ _________________ _________________ _________________

_________________ _________________ _________________ _________________

_________________ _________________ _________________

_________________ _________________ _________________ _________________

HEADLINE

VISUAL

___________ ___________ ___________ ___________ ___________

Order Form

_________________________________

_________________________________

___________ ___________ ___________ ___________ ___________



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H. Order card with tear-off stubWhen the reply element in a direct mail package is a 4X9” reply card or order form,

we often make a portion of it a tear-off stub which serves as a receipt forthe buyer.

HEADLINE

PICTURE

YES,

LABEL

Tear-offStub

Dashed lineover

perforation

Main Section



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I. Postcard

Indicia

Teaser!

Label or Ink Jet

Front

Back

HEADLINESubhead

800-XXX-XXXXwww.xxx.com



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J. Premium sheet A premium sheet is an 8 ½ X 11” sheet of paper inserted into a direct mail

package. It highlights the premiums or free gifts that are part of the offer. Thepremiums are typically described and shown on the front, with additional informationabout the product or company on the back.

HEADLINESubhead

(over)

Front

HEADLINESubhead

Subhead

Subhead

Back



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K. Voucher A voucher is a promotional mailing that looks somewhat l ike an invoice. The

format is frequently used to sell magazine subscriptions by mail.

Professional Courtesy Voucher

Detach Here



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L. Landing pageWhen I write landing pages, I use a two-column format with a narrow column in the left

margin containing “proof elements” (e.g., editor’s bio, testimonials) and the main salesletter to the right; for an example, see www.theinternetmarketingretirementplan.com …

HEADLINE

Subhead Subhead

Click Here

:

B u t t o n

O p t i o n a l V i s u a l



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M. HTML e-mailI much prefer text e-mails to HTML. But when you are e-mailing to a list used to

receiving HTML, an HTML message is going to work best. Here are a few of the layouts Ihave used for HTML e-mail blasts.

The one below works well when you are promoting a product with a free informationoffer such as a white paper. A picture and description of the product go in the left column,while a picture of the free white paper and a description of its contents appear in the rightcolumn.

From: ________

Subject: ______

HEADLINE

Subhead Subhead

Main Visual

Order Order

Inset Visual

•••

Main Panel Right Margin



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The HTML e-mail format below works well with e-mails selling a single product.The copy is formatted like a sales letter, with a big color picture of the product in theupper right.

Another HTML e-mail layout,which I use for e-mails promotingWebinars. The key is to have multiplebuttons that hyperlink to theregistration page.

From: _______

Subject: ___________

Picture

HEADLINE

Subhead

•••••

Order Now!

From

Subject

HEADLINESubhead

Button

Visual•••••

Click Here Now



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N. Illustrated sales letter Although one school of direct marketing says “a letter should look like a letter”—all

words, all type—many marketers use illustrated letters with great success.

My favorite application is for a promotion offering a special report or otherinformation premium. I show a picture of the report cover on page 1 of the letter, and makethe letter headline bold call-outs to various sections of the report.

Book, Booklet, Report or White Paper

HEADLINE T i t l e

Dear :

(over please…)



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O. Lift letter A lift letter or “lift note” is a second smaller letter enclosed in a direct mail package

along with the main, longer letter. Typically the lift letter is printed on a Monarch or letter-size sheet and folded, with the letter copy on the inside when it is unfolded, and a teaserheadline (e.g., “Read this only if you are NOT going to join us …”) printed on the outer flapwhen the letter is folded.

A

B

C

Front whenfolded

Inside panelwhen open

Back whenfolded



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Appendix II: Sources and Resources

Freelance Placement Agencies

These companies match freelance commercial writers with potential clients who may needtheir services. Fee arrangements vary.

Copywriter’s Council of America

7 Putter LaneMiddle Island, NY 11953(631) 924-8555

Creative Freelancers99 Park Avenue, Suite 210ANew York, NY 10016(888) 398-9540www.freelancers.com

Direct Marketers On Call45 Christopher Street

New York, NY 10014(212) 691-1942www.dmoc-inc.com

Paladin Staffing SolutionsSouth Dearborn Street, #305Chicago, IL 60603(888) 725-2346www.paladinstaff.com

Staffwriters Plus2150 Joshua’s Path, #102Hauppauge, NY 11787(631) 582-8828

Associations, Clubs, Organizations

American Medical Writers Association160 Fifth Avenue, Suite 625New York, NY 10010



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(212) 645-2368

American Writer’s Institute245 N.E. 4 th Avenue, #102Delray Beach, FL 33483(561) 278-5789www.awaionline.com

Direct Marketing Association, Inc.1120 Avenue of the AmericasNew York, NY 10036-6700(212) 768-7277

Direct Marketing Club of New York224 Seventh StreetGarden City, NY 11530(516) 746-6700

Education Writers Association2122 P Street NW, #201Washington, DC 20037(202) 452-9830www.ewa.org

Florida Freelance Writers AssociationCNW Publishing, Editing & Promotion, Inc.PO Box ANorth Stratford, NH 03590

(603) 922-8338

International Association of Business Communicators (IABC)One Hallidie Plaza, Suite 600San Francisco, CA 94102(415) 544-4700www.iabc.com

National Association of Science WritersPO Box 890Hedgesville, WV 25427(304) 754-5077http://nasw.org

National Mail Order Association2807 Polk St. NEMinneapolis MN 55418-2954(612) 788-1673www.nmoa.org



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National Writer’s Union113 University Place, 6 th floorNew York, NY 10003(212) 254-0279www.nwu.org

Outdoor Writers Association of America, Inc.121 Hickory Street, #1Missoula, MT 59801(800) 692-2477

Society for Technical Communication901 N. Stuart St., Suite 904

Arlington, VA 22203(703) 522-4114www.stc.org

Self-Employed Writer’s and Artist’s Network (SWAN)P.O. Box 175Towaco, NJ 07082

Society of American Travel Writers1500 Sunday Drive, #102Raleigh, NC 27607(919) 861-5586

Mailing Lists

Creative Access3701 N. Ravenswood Ave., #207Chicago, Illinois 60613(312) 440-1140

Edith Roman AssociatesOne Blue Hill Plaza, 16 th floorPearl River, NY 10956(800) 223-2194www.edithroman.com

Software

Act1505 Pavilion PlaceNorcross, GA 30093(770) 724-4000www.act.com

Scriptor Professional Script Formatting Software138 N. Brand Blvd., #201



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Glendale, CA 91203(818) 843-6557www.screenplay.com

Telemagic(800) 835-MAGICwww.telemagic.com

PowerPoint(800) 426-9400www.microsoft.com/office

Word for Windows(800) 426-9400www.microsoft.com

Books

Benun, Ilise, Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive, Franklin Lakes, NJ. Career Press, 2006.

Benun, Ilise, The Art of Self Promotion , Hoboken NJ, Marketing Mentor Press. The basicsof self promotion for creative types

Bly, Robert. The Copywriter’s Handbook : A Step-by-Step Guide to Writing Copy That Sells,Third Edition. New York, NY: Henry Holt, 2006. How to write effective copy.

Bowerman, Peter. The Well-Fed Writer . TOWN: PUBLISHER, YEAR. Marketing and self-promotion for freelance commercial writers.

Boyd, Amanda. Writer’s Digest Handbook of Making Money Freelance Writing . Cincinnati,OH: Writer’s Digest Books, 1997. Collection of useful articles on the commercial aspects offreelance writing.

Cates, Bill. Unlimited Referrals . Wheaton, MD. Thunder Hill Press, 1996. How to get lots ofreferral leads.

Collins, Mary Claire. How to Make Money Writing Corporate Communications . New York,NY: Perigree, 1995. How to freelance for large corporations.

Davis, Paul D. How to Make $50,000 or More a Year as a Freelance Business Writer.Rocklin, CA: Prima Publishing, 1992. Good advice on starting and running a freelancecommercial writing business.

Floyd, Elaine. Make Money Writing Newsletters. St. Louis, MO: Newsletter Resources, 1994.How to make money writing and producing promotional newsletters for corporations, smallbusinesses, and nonprofits.



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Flynn, Nancy. The $100,000 Writer: How to Make a Six-Figure Income as a Freelance Business Writer. Holbrook, MA: Adams Media, 2000. Shows how to earn $100,000 a year asan editorial services consultant.

Foote, Cameron. The Creative Side of Business . New York, NY: William Morrow, 1996.Comprehensive and informative guide to the business of freelancing for corporations andad agencies.

Holtz, Herman. How to Start and Run a Writing and Editing Business . New York, NY:John Wiley & Sons, 1992. How to make money doing freelance editing and writing forcorporations, nonprofits, individuals, and the government.

Kopelman, Alexander. National Writer’s Union Guide to Freelance Rates & Standard Practice . New York, NY: National Writer’s Union, 1995. Somewhat dated guideline to rates.

Shaw, Eva. Ghostwriting: How to Get Into the Business. New York, NY: Paragon House,1991. How to ghostwrite books for executives, companies, celebrities, and other clients.

Slaunwhite, Steve. How to Start and Run a Successful Copywriting Business . TOWN,PROVINCE: Self-Counsel Press, YEAR. Excellent guide to getting started as a freelancecopywriter.

Sorenson, George. Writing for the Corporate Market: How to Make Big Money Freelancing for Business. Denver, CO: Mid-List Press, 1990. A successful writer who works in thebusiness market tells how you can follow in his footsteps.

Periodicals

Advertising Age740 North Rush StreetChicago, IL 60611(312) 649-5200

Adweek49 East 21st StreetNew York, NY 10010(212) 529-5500

B-to-B740 North Rush Street

Chicago, IL 60611(312) 649-5260

Commerce Business DailyGovernment Printing OfficeWashington, DC 20401(202) 512-0132



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Creative Business275 Newbury StreetBoston, MA 02116(617) 424-1368

Direct MarketingHoke Communications224 Seventh StreetGarden City, NY 11530(516) 746-6700

DM News19 West 21st StreetNew York, NY 10010(212) 741-2095

Freelance Success

801 Northeast 70th StreetMiami, FL 33138(305) 757-8857

New Writer’s MagazineSarasota Bay PublishingP.O. Box 5976Sarasota, FL 34277-5976(813) 953-7903

Public Relations Journal33 Irving PlaceNew York, NY 10003(212) 998-2230

Sales and Marketing Management633 Third AvenueNew York, NY 10017(212) 986-4800

Target MarketingNorth American Publishing Co.401 North Broad Street

Philadelphia, PA 19108(215) 238-5300

Writer’s Digest1507 Dana AvenueCincinnati, OH 45207(513) 531-2690



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Writer’s Journal27 Empire DriveSt. Paul, MN 55103(612) 486-7818

E-ZinesBencivenga’s Bulletswww.bencivengabullets.com Master copywriter Gary Bencivenga’s can’t-miss e-newsletter based on his decades oftested results.

Early to Risewww.earlytorise.com Daily e-newsletter on business success, wealth, and health by marketing guru MichaelMasterson.

Excess Voicewww.nickusborne.com/excess_voice.htm Nick Usborne’s e-newsletter on online copywriting. Informative and great fun.

Marketing Minutewww.yudkin.com/markmin.htm Weekly marketing tip from consultant Marcia Yudkin.

Paul Hartunian’s Million-Dollar Publicity Strategieswww.prprofits.com Great marketing e-newsletter focusing on publicity.

Quick Tips from Marketing MentorWeekly tips about marketing and client relations from self promotion expert, Ilise Benun.Sign up here: http://www.marketing-mentortips.com

The Copywriter’s Roundtablewww.jackforde.comJohn Forde’s superb e-newsletter on copywriting.

The Direct Response Letterwww.bly.com My monthly e-newsletter on copywriting and direct marketing.

The Success MarginTed Nicholas’s must-read marketing e-zine.www.tednicholas.com

The Well-Fed WriterPeter Bowerman’s e-zine on succeeding as a freelance commercial writer.www.wellfedwriter.com



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Web Sites

www.awaionline.com Home study courses and conferences on copywriting.

www.monthlycopywritinggenius.com Monthly Copywriting GeniusRegular reviews of winning promotions and interviews with the copywriters whowrote them.

www.smallbusinessadvocate.com The Small Business AdvocateRadio show and Web site dedicated to small business.www.theadvertisingshow.com “The Advertising Show” (radio show on advertising).

www.agora-inc.com/reports/700SCBMO/W700D643/

Mailbox MillionaireHome-study course on how to start and run a profitable direct response business.

Directories

Bacon’s Publicity Checklist332 South Michigan AvenueChicago, IL 60604(800) 621-0561Media lists for mailing press releases.

Directory of Major MailersNorth American Publishing Co.401 North Broad StreetPhiladelphia, PA 19108(215) 238-5300Good prospecting directory for direct-mail writers.

Encyclopedia of AssociationsGale ResearchBook TowerDetroit, MI 48226(313) 961-2242

Good prospecting directory for writers who want to do work for associations.

Interactive Multimedia SourcebookR. R. Bowker121 Chanlon RoadNew Providence, NJ 07974(908) 464-6800



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Good prospecting directory for writers who want to do CD-ROMs, Web sites, and otherinteractive multimedia projects.

NJ SourceCalsun, Inc.P.O. Box 327Ramsey, NJ 07446(201) 236-9099Lists New Jersey ad agencies, printers, and other suppliers.

O’Dwyer’s Directory of Corporate CommunicationsJ. R. O’Dwyer & Co., Inc.271 Madison AvenueNew York, NY 10016(212) 679-2471Prospecting directory listing communications directors at large corporations andassociations.

O’Dwyer’s Directory of Public Relations FirmsJ. R. O’Dwyer & Co., Inc.271 Madison AvenueNew York, NY 10016(212) 679-2471Prospecting directory of public relations firms.

Philadelphia Creative Directory153 James Mill RoadElverson, PA 19520

(610) 286-7990Lists Philadelphia-area ad agencies, printers, and other suppliers.

Standard Directory of AdvertisersR. R. Bowker121 Chanlon RoadNew Providence, NJ 07974(908) 464-6800Excellent prospecting directory of major national advertisers.

Standard Directory of Advertising Agencies

R. R. Bowker121 Chanlon RoadNew Providence, NJ 07974(908) 464-6800The best prospecting directory for advertising agencies.

Standard Rate and Data Service1700 Higgins RoadDes Plaines, IL 60018-5605



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(800) 851-7737www.srds.com Comprehensive directory of publications that accept advertising.

Thomas RegisterThomas Publishing CompanyOne Penn PlazaNew York, NY 10119(212) 290-7200(212) 695-0500Starting in 2006, available online at www.thomasnet.comLists thousands of businesses that advertise and would be good potential clients for you.

Writer’s MarketF&W Publishing1507 Dana AvenueCincinnati, OH 45207(800) 289-0963Lists magazines you can write for and their editorial requirements.




About the author

BOB BLY is a freelance copywriter with more than 25 years of experience inbusiness-to-business and direct marketing. McGraw-Hill calls Bob Bly “America’s topcopywriter.” Clients include IBM, the Conference Board, PSE&G, AT&T, Ott-LiteTechnology, Intuit, ExecuNet, Boardoom, Medical Economics, Grumman, RCA, ITT FluidTechnology, and Praxair.

Bob has given presentations to numerous organizations including: NationalSpeakers Association, American Seminar Leaders Association, American Society forTraining and Development, U.S. Army, American Society of Journalists and Authors,Society for Technical Communications, Discover Card, Learning Annex, and New YorkUniversity School of Continuing Education.

He is the author of 70 books including Selling Your Services (Henry Holt; over

Documents

Bob Bly - Copywriters Toolkit.PDF