Bob Bly

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

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

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