Introducing Bob Bly – Super Copywriter
Bob Bly has been called “America’s Top Copywriter.” He is author of The Copywriter’s Handbook: A Step-By-Step Guide To Writing Copy That Sells. In the podcast below, Bob shares more secrets on writing email and direct mail pieces that get amazing results.
Click on the audio graphic below. This is a 30 min interview.
- What is direct response and direct mail?
- What’s the most effective format for direct mail?
- How to get response using direct mail.
- Writing effective copy for direct mail.
- What gets attention?
Other tips and trends we got from this podcast includes:
- In some markets, direct mail is on the rise again, whilst email marketing is falling
- Use more Postcard marketing, sending people online to PURLs
- Direct mail is super-effective for small business, selling locally.
What’s best, long or short copy?
Additional article extract, (June 09) by Bob Bly
The debate over long vs. short copy rages on, and a recent Copy Chasers column in BtoB magazine (6/8/09, p. 26) declares that — at least in B2B advertising — short copy is the winner. “In an age when 140-character messages seem to push the limits of the human attention span, it’s best to keep things as short and sweet as Twitter,” the column advises.
“Brevity is always welcome in B2B advertising, as decision-makers need to think fast. Advertisers that can concisely convey a message have a distinct advantage over those that force readers to slog through text.” On the surface, this seems sensible:
- Businesspeople are busy, and don’t have a lot of time to read.
- Therefore, they will respond better to short copy than to long copy.
And today, any product information they need is posted on the advertiser’s web site, the URL for which can be featured prominently in the ad. Yet in consumer advertising, there are still some advertisers who hit home runs with long-copy space ads. Two that come to mind are the Institute for Children’s Literature (”We’re looking for people to write children’s books”) and The Teaching Company (”The Great Courses”).
So … is BtoB right –and (at least for B2B) is long copy advertising dead at last?
Or can a long copy ad, in some cases, do a better selling job than Madison Avenue’s minimalist approach to body copy?
What say you?