Dumont, N.J.

Copywriting consultant Bob Bly, with the Dumont, N.J.-based Center for Technical Communications, offered up a slew of B-to-B copywriting tips during his session at the recent MeritDirect Business Mailer’s Co-op Conference in White Plains, N.Y. Among them, he emphasized modern touches as well as some classics, such as the 45-year-old unique selling proposition (USP). Below are 10 of his pointers: 1. The secret of the big promise is to get the buyer’s attention. Make a big promise that offers to improve customers’ business or save them money. Don’t make a little promise. 2. Give statistical proof with your big promises. Customers will be skeptical, so proof