Bob Bly

In a recent webinar from the Target Marketing Group (sister unit of Catalog Success), copywriting veteran Bob Bly offered his top secrets on how to use copy to increase sales for both B-to-C and B-to-B marketers alike. Here’s a recap of Bly’s presentation. “Next to the list,” Bly said, “the offer is the most important part of a promotion.” Offers consist of the following elements: * product — what product you’re offering, and what model or version of it; * price — what customers have to pay; * terms — the conditions under which they have to pay; * premiums — what bonus gifts

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