Bob Bly, author of 90+ books and the man McGraw-Hill calls "America’s top copywriter," reveals.....

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How to Make Your Business-to-Business Marketing Twice as Effective at
Half the Cost

If you sell a product or service to businesses – and not consumers – get ready to watch your response rates go through the roof ...

Meet Bob Bly

Bob Bly has been a copywriter since 1979 and a full-time freelance copywriter since 1982. He has written copy for more than 100 clients including Phillips, Agora, KCI, 21st Century, Weiss Research, EBI Medical Systems, Sony, IBM, AT&T, Grumman, Crain Communications, McGraw-Hill, IBM, Intuit, Nortel, and AlliedSignal.

Bob is the author of more than 90 books including The Complete Idiot’s Guide to Direct Marketing (Alpha), The Copywriter’s Handbook (Henry Holt), Business-to-Business Direct Marketing (NTC), and The White Paper Marketing Handbook (Thomson).

He has written hundreds of articles appearing in Subscription Marketing, Direct, Business Marketing, Writer’s Digest, Amtrak Express, and many other publications. He writes monthly marketing columns for Early to Rise and DM News.

Bob’s writing awards include a Gold Echo from the Direct Marketing Association, an IMMY from the Information Industry Association, two Southstar Awards, an American Corporate Identity Award of Excellence, and the Standard of Excellence award from the Web Marketing Association. He also taught marketing at New York University.

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

What they say about Bob Bly

"Bob Bly is one of the most successful copywriters in the world. I've used his services and purchased a lot of his materials -- and always profited from both."
--Bob Serling, President, Idea Quotient

"Considered one of the best copywriters in the country."
--David E. Wright, President, International Speakers Network

"There's no better copywriter than Robert W. Bly, the man I call the 'King of Copy.' He can teach you more about the art and science of marketing than anyone I know."
--Richard Dean Starr

"20 years ago, when Bob Bly starting teaching copywriting, the field was deeply shrouded in mystery. Now, thanks to Bob, learning copywriting, though still a tricky proposition, is much easier."
--Ken McCarthy

"For over 25 years, Bob Bly has set the gold standard in results-oriented business-to-business writing."
--Roger C. Parker, author, Looking Good in Print

"Perhaps the most famous copywriter of all."
--Apryl Duncan

"When it comes to educating his fellow copywriters and marketers, Bob Bly is the master."
--Dianna Huff

"Bob . . . Just got the copy and advertisement you did for my new book . . . It's great! You are good! Great job . . . you have tremendous insights into what excites and what sells!"
--Don Libey, Libey Incorporated

"In my opinion, you are the best copywriter in the software industry."
--Judy MacDonald, Director of Marketing, Direct Response

"I've spoken to a thousand copywriters over the years and Bob Bly is the best. He knows what he's doing."
--Joe Culotta, Natural Medicine Co.

"I am happy to report to you that your piece outproduced the 4 other packages we tested against it. I want to talk to you about another project...."
--Nick Roumi, Pacific Coast Funding

"The original ad insert of 'Wall Street's Loss is Your Gain' continues to kick butt -- pulls 12 to 15 subscriptions a week. Not bad for a $500 investment made 5 months ago."
--Charles Mizrahi, Stealth Stocks

"As a marketing professional, for 17 years I wrote my own promotional material. But I am not a professional copywriter. It wasn't until I took my own advice that I started getting the results I deserved. With Bob Bly, I got what I wanted - in the promised time frame - with re-writes - and the results I wanted. Thanks Bob!"
-- Mark Amtower, Amtower & Company

"I found your ad copy compelling, powerful ... even entertaining. You really communicated the 'feel' of the message we are selling. Thanks for such great work, Bob!"
--Ashley Earnhardt Aiken, Thomas Nelson Publishers

"Bob wrote the most ballsy ad in the history of Dynamic Changes and it set sales records this fall. People couldn’t stop themselves from responding."
--Richard Scheffren, Dynamic Changes Hypnosis

"Last year you did all the copy on the What Would Jesus Eat brochure. It was wonderful and I believe is one of the reasons that the book continues to do so very well."
--Pamela Clements, Thomas Nelson Publishers

"A special thanks to Bob for doing a superb job and making this work so well. I felt like a brilliant puppet in your hands."
--Michael Masterson, AWAI

"Even though he refuses to admit it, Bob is THE Direct Marketing guru...or, at the very least, he's mine."
--Jill Perri, American Consultants League

"I am thrilled with your package, it is doing great -- will roll out as the control."
--Chris Gast, Intuit

"Great job on the Turnaround Report; it's been a huge success. We've had an incredible product launch, with hundreds of free trials in the first week."
--Marc Stockman, TheStreet.com

"Just to let you know we have been using your 8 ways letter and brochure that you did for us last year with great success. We decided to double our monthly direct mailing. Things are really taking off. I can only attribute that to our increased direct mail program. Thank you for helping us get an effective package together."
--Ray Hardee, Engineered Software, Inc.

"Your e-mail to promote ETR pulled double the response and three times the gross revenue of the control, with a 45% increase in average order size."
--Lisa Bruette, Agora Inc.

"We're very pleased! The piece you wrote has at 43 days resulted in 204 orders and 165% ROI. I have submitted a new mail plan for a rollout for 200,000+ pieces. You'll be getting a royalty payment for this."
--George Rayburn, The Dan Ferris Power Report

"It was a pleasure to work with you. Your stuff just works. You are the best money I've ever spent. Thanks a million!"
--Gail Coopersmith, Coopersmith List Consultants

"Your copy was right on target and played a major role in one of our most successful new product launches."
--Joan Damico, GretagMacbeth

"We're still running both projects you did for us last time. They're still pulling. Great stuff.
--John Leper, Stanford International

"The first four times your half-page, 2-color ad ran in Chemical Engineering, it was the highest inquiry generating ad in the magazine. It even outscored full pages and spreads."
--Bob Berner, Robert K. Berner Associates

"We still are using [the package you did for us]. It still beats all challengers to the control."
--Mark Friedman, Medical Economics

"Potence insert is looking good, currently projected to achieve a 3.64% response with a $60 (three units of purchase) average order."
— Glory Kneass, Drs. Preferred

"The Internet direct mail you wrote for us got an excellent response: 7.55% from a rented list of hard-to-excite prospects."
— Ken Paston, Studebaker-Worthington Leasing Corp.

"Bob, since working with you last fall on the plan to position Unique Truck as a source for all shop equipment, we have cut our catalog mailings 60% with no drop in sales. I look forward to a long relationship."
— Dick Stillwell, President, Unique Truck

"Sizzling stuff... very compelling... top shelf. Thanks for your quick turnaround."
— Patrick Kephart, MasterMedia

"All who reviewed your copy agreed it was terrific. Certainly it’s the best DM copy I’ve ever had to work with, because you’ve hit the rare combination of good writing and a good knowledge of what you are writing about."
— Lois DeLong, American Institute of Chemical Engineers

"The copy is very good and certainly a fresh improvement on what we’ve done in the past. Thanks again for your help... the campaign was very successful."
— Scott Thompson, Federal Employees Almanac

"Congratulations. Your Forecasts & Strategies ‘Internet Infrastructure’ package is a winner... your piece is doing almost twice as good as our 'Y2K Sample Issue' mailing. I am looking forward to working with you again in the future."
— Chris Marett, Phillips Publishing

"Bob Bly, our marketing consultant, helped us produce over 8% response in less than 2 months after we started a marketing campaign. Not only did we get good numbers, we got inquiries 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, Commercial Property Services

“The advanced renewal you wrote for Utility Forecaster is doing great! Mailed 4/29... 5.2% response (as of 5/27) and an average sale of $116. Thanks!”
— Lori Bethea, KCI Communications

“Your #10 direct mail package for Sarnoff’s Samurai Strategies has beat the pants off the control by more than 3 to 1. Congratulations and keep up the good work!”
— David Yale, M&PAv

“The letter is good... approximately 10% responded.”
— Stephen S. Flaum, Flaum Consultants

“Here is a contract for four separate direct mail packages. The More Than a Gut Feeling for Sales direct mail package is getting an excellent response—a very big thank you for your help on that project.”
— Tiffan Yamen, American Media

“The direct mail package looks great! Thanks!”
— Tammy Ray, Marketing Director, McGraw-Hill Book Clubs

“You sure write powerful copy!”
— Fred Weiss, Studebaker-Worthington Leasing Corp.

"Bly Rules!"
— Murray Raphel, Raphel Marketing

"Mr. Copy."
— Markus Allen, Publisher

"There is no greater authority on business-to-business direct response copywriting then Bob Bly. What impresses me most about Bob Bly is his knack for making things clear and simple."
--Scott Miller

"Bob Bly is among the most accomplished self-employed copywriters in recent years."
-- Steve Slaunwhite

"Bob Bly is probably the best business-to-business, high tech. industrial, direct marketing copywriter in the country."
-- John Clausen

"Perhaps the most famous copywriter of them all."
-- The Writer

"[A] freelance writing dynamo...."
-- Writer's Digest

"One of the great copywriters in the direct marketing industry...."
-- Ruth Stevens, author, The DMA Lead Generation Handbook

"...[a] copywriting giant..."
--Freelance Writer's Report

"Bob Bly is a human machine who has been outputting high-grade direct marketing copy for decades. I've read a few of his numerous books and have learned much from this pro."
-- Larry Chase, Web Digest For Marketers

"Renowned direct marketing practitioner and prolific author Bob Bly [is] nationally recognized for his control-beating copy. [He] knows how to write for results."
--Kansas City Direct Marketing Association

"Bob Bly is in the upper echelon of direct mail and email copywriters and he's an all-around direct marketing guru. In addition to hundreds of successful campaigns for technology clients, Bly has authored or co-authored more then 50 books."
--Bruce Hadley, www.softwareceo.com

"Bly is probably one of the world's most famous and experienced copywriters. He is also a noted authority on the creation of online copy and online trends."
--The Compulsive Reader

"Bob Bly is a world-class copywriter."
--Paul Hartunian

"I've known Bob for a long time. His stuff is terrific."
--Johne Forde, Copywriter's Roundtable

"I wanted to thank you for The Copywriter's Handbook and Secrets of a Freelance Writer. Both books are informative and inspirational."
- Ken Harrison

"I have read your books Selling Your Services and The Six Figure Consultant and I really appreciate the wealth of knowledge you have shared in both of these publications."
- Leah Beth Mills, Farmingville, NY

"Thanks a million for my life!!!"
- Alan Zoldan

"Your books The Copywriters Handbook and Secrets of A Freelance Writer helped me start work as a freelancer. I can't tell you how many times those books saved my skin and got me confidently through unfamiliar materials. I am very grateful for your expertise and generosity."
-Lorraine Thompson

"Well, Bob did it again, just as I had hoped. He delivered a superb lecture this morning. Some arrived late, but no one left, no one lost interest, and most stayed afterward to pester him with questions. It was a rousing success."
--Barbara Armentrout, DMAW

“Attached are the revisions for Nature Biotechnology. As I suspected, very little changes. You will be pleased to know that NBT editorial found both the process and the result the best ever. All my colleagues have been sincerely impressed by your work.”
— Derek Brown, Nature America

“When I was ad manager 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.”
— Andrew Frothingham, Timeplex

“Working with Bob Bly was easy. Bob’s in-depth interpretation of the necessary information for copy, its meaning, and thought came about immediately. Bob Bly is indeed more than a copywriter—he becomes part of the client and writes with understanding and sense—his copy resulted in several promotions from some of our big accounts.”
— Bob Jurick, Fala Direct Marketing

“Thanks for your great copy. This is the first letter I write in years to thank someone for increasing my sales. Coming from an advertising background, I checked all famous copywriters and thought your direct mail letters and brochures were very good. The market confirmed that your work is great. Your work was worth 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 been impossible.”
— Max Rambod, PC Publishing

Dear Marketer:

Are business-to-business marketing and consumer marketing basically the same?

Or are there fundamental differences that make selling to executives – engineers -- IT professionals -- HR departments – architects – doctors – scientists -- and small business owners a uniquely difficult challenge?

You already know the answer ...

Hype-filled copy that sells nutritional supplements to consumers by the truckload would be viewed as promotional baloney by doctors making important clinical decisions about medications, instruments, and equipment.
The language, tone, and outrageous promises you use to sell stock market newsletters to individual investors is a total turn-off to – and won’t work on – a conservative bank president or portfolio manager.
Marketing campaigns that sell technology to consumers have to be simple. “Forget features; only talk about benefits,” we are told. But engineers, IT professionals, and other techies want to know the features and specs. And if you leave out the important technical content they need to make a decision ... or talk down to them in any way ... you won’t get the sale.

No. Business-to-business and consumer marketing definitely are NOT the same. There are differences ... important differences.

And unless you know what motivates – and how to sell to – business buyers, your marketing campaigns will generate mediocre results, at best, whenever you run them.

My name is Bob Bly, and I know the truth of what I am saying first-hand….

I started my career as a chemical engineer, and saw how most business-to-business marketing was too glossy and superficial to sell anything to any of my fellow engineers.

Then I made the switch from engineering to marketing. And for nearly 3 decades, I’ve specialized in business-to-business marketing: selling equipment, materials, and services to other businesses rather than consumers.

As my bio and testimonials in the column at left prove, my credentials in B2B are unduplicated by any other copywriter.

I’ve been a member of the Business Marketing Association for over 2 decades, and taught B2B copywriting at New York University.

Recently, I was one of the nominees for the “B2B Marketer of the Year” award from the Direct Marketing Association.

More importantly, my B2B marketing campaigns have beat controls – and set sales records – for dozens of business-to-business marketers worldwide:

A direct mail campaign I helped write for a major telecommunications company generated an unheard-of 50% response … and an immediate $5.6 million in sales for the company’s disaster recovery services.
An ad for a major IT training firm pulled double the number of sales leads of all previous ads, after I made a simple change to the offer.
For a Fortune 500 computer company mailing an expensive color brochure with a 1-page cover letter, my rewrite of their sales letter pulled 6X greater response than the old letter, with no changes to the costly brochure or envelope.

Now, I want to share my best B2B marketing secrets with you in an audio learning program: Bob Bly’s B2B Marketing University.

This course is shipped to you risk-free as 6 professionally recorded, hour-long audio CDs, each covering a vital aspect of successful business-to-business marketing.

We begin with ...

B2B Strategy Session #1: Fundamentals of Business-to-Business Marketing

On this CD, master copywriter Clayton Makepeace interviews me about the key principles of effective business-to-business direct marketing.

Just pop the CD into your player, hit the PLAY button, and listen to our wide-ranging interview to discover:

7 key differences between B2B and B2C marketing. Leave out even one, and your B2B campaign is doomed to failure.
How to create marcom campaigns that help your company’s sales force close more and bigger contracts, more often.
Does the business buyer always put his company’s interests above his own personal preferences when making purchase decisions? The answer may surprise you.
Determining copy length based on the role of your promotion in the B2B buying cycle.
Who is the most important decision-maker in B2B marketing: the end user ... the purchasing agent ... the technical buyer ... the owner ... the CEO ... or someone else entirely?
How to drive business prospects to your B2B Web site with SEO and PPC.
How much money can you make as a copywriter or consultant specializing in B2B marketing? Plus: how to set and get your fees.
What to sell in your B2B copy. Hint: it is NOT the product. It’s something else entirely. Can you name it?
Is marketing less important to B2B companies than it is to consumer products companies?
And more ...

B2B Strategy Session #2: Marketing with White Papers

Next, Mark Amtower interviews me about using white papers and other “free content” offers to create B2B marketing campaigns that generate more qualified sales leads in greater quantity.

During the call, we discuss:

A sure-fire way to DOUBLE response rates to virtually any B2B marketing campaign.
Why you need to offer a “bait piece” – some sort of free content – to get qualified prospects to express interest in your product or service.
How to determine the best topics for your white papers and other bait pieces.
Easy-to-use formulas for quickly and easily creating an engaging and compelling title for your bait piece.
How to use white papers and other bait pieces to generate sales leads and build your mailing list online.
World’s biggest white paper syndicator explains how much “selling” you can do in a white paper ... and why prospects are willing to put up with it.
How to generate clicks and leads online by driving traffic to a landing page offering a free white paper.
Do white papers work when selling big ticket items only? Or can they be effective with low-priced offers?
And many other ways to establish yourself as a thought leader – and generate more leads and sales – with free content offers.

B2B Strategy Session #3:Software Marketing Secrets

My colleague Ivan Levison is one of the top freelance copywriters working in the software industry today.

In this session, I interview Ivan and get him to share some of his most powerful techniques for generating sales leads for technology products.

Including:

The unique “brawny blocker” mailing format for generating sales appointments with high-level prospects.
How to use “free guide” offers to double and triple response to lead-generating promotions for software and other high-tech products.
Should your company’s name and logo appear on the outer envelope -- or anywhere on the letterhead?
What works best in B2B lead-generation e-mail marketing – text or html?
How to write an e-mail invitation that fills your Webinar attendance to overflowing.
Generating leads for technology products with a “free needs assessment” offer. Plus: marketing with demos and downloads.
The “bearded programmer” and other odd software marketing techniques that work.
And more ...

B2B Strategy Session #4: Selling to OEMs

An “OEM” is an “original equipment manufacture.”

The OEM manufactures a product, component, or sub-assembly that is bought by another company and integrated into their product.

Example: if you make cooling fans used to cool circuit boards in PCs and sell them to IBM, you are an OEM. IBM buys your fans, build it into their PC, and sell the PC with the fan to a user.

If I make small motors, and I sell them to you – and other fan makers -- to use in your fans, then I am marketing my motor to OEMs.

Mark Bohrer is one of the top copywriters writing marketing materials to sell technology products to OEMs.

In this session, I interview Mark and he shares his OEM marketing secrets, including:

How to write copy for highly technical products that is meaningful to the prospect and not superficial.
What do OEMs looks for first when selecting components and parts to incorporate into the products they build?
Creating marketing materials to sell subassemblies … circuit boards … chips … and other electronic components.
Why product brochures have become “old hat” – and how to write for the one communications medium that OEMs are much more receptive to.
The #1 emotion driving engineers in their purchase decisions. It has nothing to do with specifications or features. But tap into it and you vastly increase your chances of getting an order.
The most effective offer for marketing low-priced (under $100) parts and components to OEMs.
Tips for writing technical articles … white papers … application notes … and other common OEM marketing documents.
Must you be an engineer to write for the OEM marketplace? Once again, the answer may surprise you.
And more ...

B2B Strategy Session #5: Marketing with Case Studies

On this CD, I interview David Leland and Mike Knowles on how to market with case studies.

A case study, also known as a case history, is a product success story.

It recounts, in a customer’s own words, how that customer used the marketer’s product to solve an important problem or otherwise improve business performance.

In our discussion, we reveal:

Why most B2B marketers don’t take advantage of case studies … and why more should.
The 5-part outline virtually every good case study must follow – and which elements are the most important.
How to get the sales force to identify potential case study opportunities for your marketing department … and even make them eager to do so.
Interviewing techniques that get customers to “open up” and give you a great story on your product’s success in their operation.
How to spin a single case study into testimonials … ads … press releases … Web promotions … direct mail … sales collateral … and many other applications.
Why case studies are so much more credible than ordinary sales brochures.
Simple trick helps you get great testimonials for your copy from companies using your client’s product.
Ideal word length for case history articles, sales sheets, and Web pages. Plus: how much can you charge to write them?
And more ...

B2B Strategy Session #6: Integrated Marcom

In our closing segment, I interviewed Joan Damico, former marketing communications (marcom) manager for Gretag Macbeth, on the topic of “integrated marcom.”

Integrated marcom is an approach to B2B marketing that looks at the entire marketing program as a whole, rather than just focus on one particular ad, letter, case study, white paper, or letter.

When you listen to this CD, you will learn why integrated marcom is the “next big thing” in B2B marketing ...

The most common mistake B2B marketers make online – and how to avoid it.
How B2B buyers today gather product information for making purchase decisions. Hint: it’s NOT by reading sales brochures.
Finding the right “voice” and tone when writing B2B copy aimed at techies.
Using free content to position your company as the leading supplier in your niche, application, or market.
Simple trick gets mobile users to read your e-mail subject lines.
The 2 most effective ways to organize information on your Web site.
What every B2B marketer should know about branding.
Using “fragmentation” techniques to reach the maximum number of prospects with your content, product information, and sales messages.
And much, much more.

“Tuition” at B2B Marketing University is surprisingly affordable. Enroll now!

How much does it cost to have me help you improve your B2B marketing results?

Well, you could hire me as a consultant. But the billing starts at $500 an hour, with a 10-hour minimum – and the $5,000 is payable in advance.

A number of companies each year fly me to their headquarters – all expenses paid – to spend a day teaching B2B direct marketing to their employees.

For a one-day on-site training session for up to 25 trainees, the fee is $5,500.

But with Bob Bly’s B2B Marketing University, you won’t pay $5,500 or $5,000 or even $500 to get my marketing advice – or learn the B2B techniques, tips, and principles it took me decades to master.

You can get my most powerful – and effective – business-to-business marketing secrets in this program for only $77. That’s a $20 savings off the normal price of $97, and less than I charge for just 15 minutes of my time!

And that’s what it costs you ONLY if you enjoy – and profit handsomely from – my program.

If you don’t, the cost is zero. Zip. Zilch. Nada ...

Try it risk-free for 90 days

That’s right.

If, after reviewing Bob Bly’s B2B Marketing University, you don’t agree that the marketing ideas on it are worth at least $1,000 – more than 10 times the purchase price ...

Or you are dissatisfied for any reason ... or for no reason at all ... just return the CDs to me within 90 days.

You’ll get a full product refund – no questions asked. That way, you risk nothing.

B2B marketers praise Bob Bly

Andrew Frothingham, former ad manager of Timeplex, comments: "When I was the ad manager 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."

"For over 25 years, Bob Bly has set the gold standard in results-oriented business-to-business writing," writes Roger C. Parker, author of Looking Good in Print. Steve Roberts, President of Edith Roman Associates, calls me “The Mozart of direct marketing.”

Business-to-business marketers who have hired me to write copy for them … consult with them … attended my seminars … or read my publications have been telling me for years:

“Bob, your business-to-business marketing methods work like gangbusters … we have doubled or triples our inquiries, lead flow, and sales.”

Why not let my B2B Marketing University double or triple your leads and sales, too?

I guarantee it will – or your money back.

So what are you waiting for?

To order B2B Marketing University on a 90-day risk-free trial basis, click below now:

Sincerely,

Bob Bly

P.S. Order B2B Marketing University today and you get a FREE 50-page Special Report, Secrets of Successful Business-to-Business Direct Marketing (list price: $29).

In it, you will discover

23 tips for creating business-to-business mailings that work – page 12.
10 ways to stretch your advertising budget – page 44.
How to write more effective product brochures – page 35.
6 things I know for more about marketing to engineers – page 24.
29 great story ideas for your company newsletter or e-zine – page 41.
50 techniques for generating more sales leads – page 20.
And more ...

Best of all, Secrets of Successful Business-to-Business Direct Marketing is yours to keep free, even if you return Bob Bly’s B2B Marketing University for refund.

To Order B2B Marketing University ... and get your FREE Bonus Report ... just click below now:

Bob Bly, author of 90+ books and the man McGraw-Hill calls "America’s top copywriter," reveals..... Order Now Affiliate Program Free Newsletter How to Make Your Business-to-Business Marketing Twice as Effective at Half the Cost If you sell a product or service to businesses – and not consumers – get ready to watch your response rates go through the roof ...
Meet Bob Bly Bob Bly has been a copywriter since 1979 and a full-time freelance copywriter since 1982. He has written copy for more than 100 clients including Phillips, Agora, KCI, 21st Century, Weiss Research, EBI Medical Systems, Sony, IBM, AT&T, Grumman, Crain Communications, McGraw-Hill, IBM, Intuit, Nortel, and AlliedSignal. Bob is the author of more than 90 books including The Complete Idiot’s Guide to Direct Marketing (Alpha), The Copywriter’s Handbook (Henry Holt), Business-to-Business Direct Marketing (NTC), and The White Paper Marketing Handbook (Thomson). He has written hundreds of articles appearing in Subscription Marketing, Direct, Business Marketing, Writer’s Digest, Amtrak Express, and many other publications. He writes monthly marketing columns for Early to Rise and DM News. Bob’s writing awards include a Gold Echo from the Direct Marketing Association, an IMMY from the Information Industry Association, two Southstar Awards, an American Corporate Identity Award of Excellence, and the Standard of Excellence award from the Web Marketing Association. He also taught marketing at New York University. Bob has appeared as a guest on dozens of TV and radio shows including The Advertising Show, Bernard Meltzer, CNBC, and CBS Hard Copy. He has been featured in major media ranging from the LA Times and Nation’s Business to the New York Post and the National Enquirer. What they say about Bob Bly "Bob Bly is one of the most successful copywriters in the world. I've used his services and purchased a lot of his materials -- and always profited from both." --Bob Serling, President, Idea Quotient "Considered one of the best copywriters in the country." --David E. Wright, President, International Speakers Network "There's no better copywriter than Robert W. Bly, the man I call the 'King of Copy.' He can teach you more about the art and science of marketing than anyone I know." --Richard Dean Starr "20 years ago, when Bob Bly starting teaching copywriting, the field was deeply shrouded in mystery. Now, thanks to Bob, learning copywriting, though still a tricky proposition, is much easier." --Ken McCarthy "For over 25 years, Bob Bly has set the gold standard in results-oriented business-to-business writing." --Roger C. Parker, author, Looking Good in Print "Perhaps the most famous copywriter of all." --Apryl Duncan "When it comes to educating his fellow copywriters and marketers, Bob Bly is the master." --Dianna Huff "Bob . . . Just got the copy and advertisement you did for my new book . . . It's great! You are good! Great job . . . you have tremendous insights into what excites and what sells!" --Don Libey, Libey Incorporated "In my opinion, you are the best copywriter in the software industry." --Judy MacDonald, Director of Marketing, Direct Response "I've spoken to a thousand copywriters over the years and Bob Bly is the best. He knows what he's doing." --Joe Culotta, Natural Medicine Co. "I am happy to report to you that your piece outproduced the 4 other packages we tested against it. I want to talk to you about another project...." --Nick Roumi, Pacific Coast Funding "The original ad insert of 'Wall Street's Loss is Your Gain' continues to kick butt -- pulls 12 to 15 subscriptions a week. Not bad for a $500 investment made 5 months ago." --Charles Mizrahi, Stealth Stocks "As a marketing professional, for 17 years I wrote my own promotional material. But I am not a professional copywriter. It wasn't until I took my own advice that I started getting the results I deserved. With Bob Bly, I got what I wanted - in the promised time frame - with re-writes - and the results I wanted. Thanks Bob!" -- Mark Amtower, Amtower & Company "I found your ad copy compelling, powerful ... even entertaining. You really communicated the 'feel' of the message we are selling. Thanks for such great work, Bob!" --Ashley Earnhardt Aiken, Thomas Nelson Publishers "Bob wrote the most ballsy ad in the history of Dynamic Changes and it set sales records this fall. People couldn’t stop themselves from responding." --Richard Scheffren, Dynamic Changes Hypnosis "Last year you did all the copy on the What Would Jesus Eat brochure. It was wonderful and I believe is one of the reasons that the book continues to do so very well." --Pamela Clements, Thomas Nelson Publishers "A special thanks to Bob for doing a superb job and making this work so well. I felt like a brilliant puppet in your hands." --Michael Masterson, AWAI "Even though he refuses to admit it, Bob is THE Direct Marketing guru...or, at the very least, he's mine." --Jill Perri, American Consultants League "I am thrilled with your package, it is doing great -- will roll out as the control." --Chris Gast, Intuit "Great job on the Turnaround Report; it's been a huge success. We've had an incredible product launch, with hundreds of free trials in the first week." --Marc Stockman, TheStreet.com "Just to let you know we have been using your 8 ways letter and brochure that you did for us last year with great success. We decided to double our monthly direct mailing. Things are really taking off. I can only attribute that to our increased direct mail program. Thank you for helping us get an effective package together." --Ray Hardee, Engineered Software, Inc. "Your e-mail to promote ETR pulled double the response and three times the gross revenue of the control, with a 45% increase in average order size." --Lisa Bruette, Agora Inc. "We're very pleased! The piece you wrote has at 43 days resulted in 204 orders and 165% ROI. I have submitted a new mail plan for a rollout for 200,000+ pieces. You'll be getting a royalty payment for this." --George Rayburn, The Dan Ferris Power Report "It was a pleasure to work with you. Your stuff just works. You are the best money I've ever spent. Thanks a million!" --Gail Coopersmith, Coopersmith List Consultants "Your copy was right on target and played a major role in one of our most successful new product launches." --Joan Damico, GretagMacbeth "We're still running both projects you did for us last time. They're still pulling. Great stuff. --John Leper, Stanford International "The first four times your half-page, 2-color ad ran in Chemical Engineering, it was the highest inquiry generating ad in the magazine. It even outscored full pages and spreads." --Bob Berner, Robert K. Berner Associates "We still are using [the package you did for us]. It still beats all challengers to the control." --Mark Friedman, Medical Economics "Potence insert is looking good, currently projected to achieve a 3.64% response with a $60 (three units of purchase) average order." — Glory Kneass, Drs. Preferred "The Internet direct mail you wrote for us got an excellent response: 7.55% from a rented list of hard-to-excite prospects." — Ken Paston, Studebaker-Worthington Leasing Corp. "Bob, since working with you last fall on the plan to position Unique Truck as a source for all shop equipment, we have cut our catalog mailings 60% with no drop in sales. I look forward to a long relationship." — Dick Stillwell, President, Unique Truck "Sizzling stuff... very compelling... top shelf. Thanks for your quick turnaround." — Patrick Kephart, MasterMedia "All who reviewed your copy agreed it was terrific. Certainly it’s the best DM copy I’ve ever had to work with, because you’ve hit the rare combination of good writing and a good knowledge of what you are writing about." — Lois DeLong, American Institute of Chemical Engineers "The copy is very good and certainly a fresh improvement on what we’ve done in the past. Thanks again for your help... the campaign was very successful." — Scott Thompson, Federal Employees Almanac "Congratulations. Your Forecasts & Strategies ‘Internet Infrastructure’ package is a winner... your piece is doing almost twice as good as our 'Y2K Sample Issue' mailing. I am looking forward to working with you again in the future." — Chris Marett, Phillips Publishing "Bob Bly, our marketing consultant, helped us produce over 8% response in less than 2 months after we started a marketing campaign. Not only did we get good numbers, we got inquiries 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, Commercial Property Services “The advanced renewal you wrote for Utility Forecaster is doing great! Mailed 4/29... 5.2% response (as of 5/27) and an average sale of $116. Thanks!” — Lori Bethea, KCI Communications “Your #10 direct mail package for Sarnoff’s Samurai Strategies has beat the pants off the control by more than 3 to 1. Congratulations and keep up the good work!” — David Yale, M&PAv “The letter is good... approximately 10% responded.” — Stephen S. Flaum, Flaum Consultants “Here is a contract for four separate direct mail packages. The More Than a Gut Feeling for Sales direct mail package is getting an excellent response—a very big thank you for your help on that project.” — Tiffan Yamen, American Media “The direct mail package looks great! Thanks!” — Tammy Ray, Marketing Director, McGraw-Hill Book Clubs “You sure write powerful copy!” — Fred Weiss, Studebaker-Worthington Leasing Corp. "Bly Rules!" — Murray Raphel, Raphel Marketing "Mr. Copy." — Markus Allen, Publisher "There is no greater authority on business-to-business direct response copywriting then Bob Bly. What impresses me most about Bob Bly is his knack for making things clear and simple." --Scott Miller "Bob Bly is among the most accomplished self-employed copywriters in recent years." -- Steve Slaunwhite "Bob Bly is probably the best business-to-business, high tech. industrial, direct marketing copywriter in the country." -- John Clausen "Perhaps the most famous copywriter of them all." -- The Writer "[A] freelance writing dynamo...." -- Writer's Digest "One of the great copywriters in the direct marketing industry...." -- Ruth Stevens, author, The DMA Lead Generation Handbook "...[a] copywriting giant..." --Freelance Writer's Report "Bob Bly is a human machine who has been outputting high-grade direct marketing copy for decades. I've read a few of his numerous books and have learned much from this pro." -- Larry Chase, Web Digest For Marketers "Renowned direct marketing practitioner and prolific author Bob Bly [is] nationally recognized for his control-beating copy. [He] knows how to write for results." --Kansas City Direct Marketing Association "Bob Bly is in the upper echelon of direct mail and email copywriters and he's an all-around direct marketing guru. In addition to hundreds of successful campaigns for technology clients, Bly has authored or co-authored more then 50 books." --Bruce Hadley, www.softwareceo.com "Bly is probably one of the world's most famous and experienced copywriters. He is also a noted authority on the creation of online copy and online trends." --The Compulsive Reader "Bob Bly is a world-class copywriter." --Paul Hartunian "I've known Bob for a long time. His stuff is terrific." --Johne Forde, Copywriter's Roundtable "I wanted to thank you for The Copywriter's Handbook and Secrets of a Freelance Writer. Both books are informative and inspirational." - Ken Harrison "I have read your books Selling Your Services and The Six Figure Consultant and I really appreciate the wealth of knowledge you have shared in both of these publications." - Leah Beth Mills, Farmingville, NY "Thanks a million for my life!!!" - Alan Zoldan "Your books The Copywriters Handbook and Secrets of A Freelance Writer helped me start work as a freelancer. I can't tell you how many times those books saved my skin and got me confidently through unfamiliar materials. I am very grateful for your expertise and generosity." -Lorraine Thompson "Well, Bob did it again, just as I had hoped. He delivered a superb lecture this morning. Some arrived late, but no one left, no one lost interest, and most stayed afterward to pester him with questions. It was a rousing success." --Barbara Armentrout, DMAW “Attached are the revisions for Nature Biotechnology. As I suspected, very little changes. You will be pleased to know that NBT editorial found both the process and the result the best ever. All my colleagues have been sincerely impressed by your work.” — Derek Brown, Nature America “When I was ad manager 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.” — Andrew Frothingham, Timeplex “Working with Bob Bly was easy. Bob’s in-depth interpretation of the necessary information for copy, its meaning, and thought came about immediately. Bob Bly is indeed more than a copywriter—he becomes part of the client and writes with understanding and sense—his copy resulted in several promotions from some of our big accounts.” — Bob Jurick, Fala Direct Marketing “Thanks for your great copy. This is the first letter I write in years to thank someone for increasing my sales. Coming from an advertising background, I checked all famous copywriters and thought your direct mail letters and brochures were very good. The market confirmed that your work is great. Your work was worth 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 been impossible.” — Max Rambod, PC Publishing	Dear Marketer: Are business-to-business marketing and consumer marketing basically the same? Or are there fundamental differences that make selling to executives – engineers -- IT professionals -- HR departments – architects – doctors – scientists -- and small business owners a uniquely difficult challenge? You already know the answer ... Hype-filled copy that sells nutritional supplements to consumers by the truckload would be viewed as promotional baloney by doctors making important clinical decisions about medications, instruments, and equipment. The language, tone, and outrageous promises you use to sell stock market newsletters to individual investors is a total turn-off to – and won’t work on – a conservative bank president or portfolio manager. Marketing campaigns that sell technology to consumers have to be simple. “Forget features; only talk about benefits,” we are told. But engineers, IT professionals, and other techies want to know the features and specs. And if you leave out the important technical content they need to make a decision ... or talk down to them in any way ... you won’t get the sale. No. Business-to-business and consumer marketing definitely are NOT the same. There are differences ... important differences. And unless you know what motivates – and how to sell to – business buyers, your marketing campaigns will generate mediocre results, at best, whenever you run them. My name is Bob Bly, and I know the truth of what I am saying first-hand…. I started my career as a chemical engineer, and saw how most business-to-business marketing was too glossy and superficial to sell anything to any of my fellow engineers. Then I made the switch from engineering to marketing. And for nearly 3 decades, I’ve specialized in business-to-business marketing: selling equipment, materials, and services to other businesses rather than consumers. As my bio and testimonials in the column at left prove, my credentials in B2B are unduplicated by any other copywriter. I’ve been a member of the Business Marketing Association for over 2 decades, and taught B2B copywriting at New York University. Recently, I was one of the nominees for the “B2B Marketer of the Year” award from the Direct Marketing Association. More importantly, my B2B marketing campaigns have beat controls – and set sales records – for dozens of business-to-business marketers worldwide: A direct mail campaign I helped write for a major telecommunications company generated an unheard-of 50% response … and an immediate $5.6 million in sales for the company’s disaster recovery services. An ad for a major IT training firm pulled double the number of sales leads of all previous ads, after I made a simple change to the offer. For a Fortune 500 computer company mailing an expensive color brochure with a 1-page cover letter, my rewrite of their sales letter pulled 6X greater response than the old letter, with no changes to the costly brochure or envelope. Now, I want to share my best B2B marketing secrets with you in an audio learning program: Bob Bly’s B2B Marketing University. This course is shipped to you risk-free as 6 professionally recorded, hour-long audio CDs, each covering a vital aspect of successful business-to-business marketing. We begin with ... B2B Strategy Session #1: Fundamentals of Business-to-Business Marketing On this CD, master copywriter Clayton Makepeace interviews me about the key principles of effective business-to-business direct marketing. Just pop the CD into your player, hit the PLAY button, and listen to our wide-ranging interview to discover: 7 key differences between B2B and B2C marketing. Leave out even one, and your B2B campaign is doomed to failure. How to create marcom campaigns that help your company’s sales force close more and bigger contracts, more often. Does the business buyer always put his company’s interests above his own personal preferences when making purchase decisions? The answer may surprise you. Determining copy length based on the role of your promotion in the B2B buying cycle. Who is the most important decision-maker in B2B marketing: the end user ... the purchasing agent ... the technical buyer ... the owner ... the CEO ... or someone else entirely? How to drive business prospects to your B2B Web site with SEO and PPC. How much money can you make as a copywriter or consultant specializing in B2B marketing? Plus: how to set and get your fees. What to sell in your B2B copy. Hint: it is NOT the product. It’s something else entirely. Can you name it? Is marketing less important to B2B companies than it is to consumer products companies? And more ... B2B Strategy Session #2: Marketing with White Papers Next, Mark Amtower interviews me about using white papers and other “free content” offers to create B2B marketing campaigns that generate more qualified sales leads in greater quantity. During the call, we discuss: A sure-fire way to DOUBLE response rates to virtually any B2B marketing campaign. Why you need to offer a “bait piece” – some sort of free content – to get qualified prospects to express interest in your product or service. How to determine the best topics for your white papers and other bait pieces. Easy-to-use formulas for quickly and easily creating an engaging and compelling title for your bait piece. How to use white papers and other bait pieces to generate sales leads and build your mailing list online. World’s biggest white paper syndicator explains how much “selling” you can do in a white paper ... and why prospects are willing to put up with it. How to generate clicks and leads online by driving traffic to a landing page offering a free white paper. Do white papers work when selling big ticket items only? Or can they be effective with low-priced offers? And many other ways to establish yourself as a thought leader – and generate more leads and sales – with free content offers. B2B Strategy Session #3:Software Marketing Secrets My colleague Ivan Levison is one of the top freelance copywriters working in the software industry today. In this session, I interview Ivan and get him to share some of his most powerful techniques for generating sales leads for technology products. Including: The unique “brawny blocker” mailing format for generating sales appointments with high-level prospects. How to use “free guide” offers to double and triple response to lead-generating promotions for software and other high-tech products. Should your company’s name and logo appear on the outer envelope -- or anywhere on the letterhead? What works best in B2B lead-generation e-mail marketing – text or html? How to write an e-mail invitation that fills your Webinar attendance to overflowing. Generating leads for technology products with a “free needs assessment” offer. Plus: marketing with demos and downloads. The “bearded programmer” and other odd software marketing techniques that work. And more ... B2B Strategy Session #4: Selling to OEMs An “OEM” is an “original equipment manufacture.” The OEM manufactures a product, component, or sub-assembly that is bought by another company and integrated into their product. Example: if you make cooling fans used to cool circuit boards in PCs and sell them to IBM, you are an OEM. IBM buys your fans, build it into their PC, and sell the PC with the fan to a user. If I make small motors, and I sell them to you – and other fan makers -- to use in your fans, then I am marketing my motor to OEMs. Mark Bohrer is one of the top copywriters writing marketing materials to sell technology products to OEMs. In this session, I interview Mark and he shares his OEM marketing secrets, including: How to write copy for highly technical products that is meaningful to the prospect and not superficial. What do OEMs looks for first when selecting components and parts to incorporate into the products they build? Creating marketing materials to sell subassemblies … circuit boards … chips … and other electronic components. Why product brochures have become “old hat” – and how to write for the one communications medium that OEMs are much more receptive to. The #1 emotion driving engineers in their purchase decisions. It has nothing to do with specifications or features. But tap into it and you vastly increase your chances of getting an order. The most effective offer for marketing low-priced (under $100) parts and components to OEMs. Tips for writing technical articles … white papers … application notes … and other common OEM marketing documents. Must you be an engineer to write for the OEM marketplace? Once again, the answer may surprise you. And more ... B2B Strategy Session #5: Marketing with Case Studies On this CD, I interview David Leland and Mike Knowles on how to market with case studies. A case study, also known as a case history, is a product success story. It recounts, in a customer’s own words, how that customer used the marketer’s product to solve an important problem or otherwise improve business performance. In our discussion, we reveal: Why most B2B marketers don’t take advantage of case studies … and why more should. The 5-part outline virtually every good case study must follow – and which elements are the most important. How to get the sales force to identify potential case study opportunities for your marketing department … and even make them eager to do so. Interviewing techniques that get customers to “open up” and give you a great story on your product’s success in their operation. How to spin a single case study into testimonials … ads … press releases … Web promotions … direct mail … sales collateral … and many other applications. Why case studies are so much more credible than ordinary sales brochures. Simple trick helps you get great testimonials for your copy from companies using your client’s product. Ideal word length for case history articles, sales sheets, and Web pages. Plus: how much can you charge to write them? And more ... B2B Strategy Session #6: Integrated Marcom In our closing segment, I interviewed Joan Damico, former marketing communications (marcom) manager for Gretag Macbeth, on the topic of “integrated marcom.” Integrated marcom is an approach to B2B marketing that looks at the entire marketing program as a whole, rather than just focus on one particular ad, letter, case study, white paper, or letter. When you listen to this CD, you will learn why integrated marcom is the “next big thing” in B2B marketing ... The most common mistake B2B marketers make online – and how to avoid it. How B2B buyers today gather product information for making purchase decisions. Hint: it’s NOT by reading sales brochures. Finding the right “voice” and tone when writing B2B copy aimed at techies. Using free content to position your company as the leading supplier in your niche, application, or market. Simple trick gets mobile users to read your e-mail subject lines. The 2 most effective ways to organize information on your Web site. What every B2B marketer should know about branding. Using “fragmentation” techniques to reach the maximum number of prospects with your content, product information, and sales messages. And much, much more. “Tuition” at B2B Marketing University is surprisingly affordable. Enroll now! How much does it cost to have me help you improve your B2B marketing results? Well, you could hire me as a consultant. But the billing starts at $500 an hour, with a 10-hour minimum – and the $5,000 is payable in advance. A number of companies each year fly me to their headquarters – all expenses paid – to spend a day teaching B2B direct marketing to their employees. For a one-day on-site training session for up to 25 trainees, the fee is $5,500. But with Bob Bly’s B2B Marketing University, you won’t pay $5,500 or $5,000 or even $500 to get my marketing advice – or learn the B2B techniques, tips, and principles it took me decades to master. You can get my most powerful – and effective – business-to-business marketing secrets in this program for only $77. That’s a $20 savings off the normal price of $97, and less than I charge for just 15 minutes of my time! And that’s what it costs you ONLY if you enjoy – and profit handsomely from – my program. If you don’t, the cost is zero. Zip. Zilch. Nada ... Try it risk-free for 90 days That’s right. If, after reviewing Bob Bly’s B2B Marketing University, you don’t agree that the marketing ideas on it are worth at least $1,000 – more than 10 times the purchase price ... Or you are dissatisfied for any reason ... or for no reason at all ... just return the CDs to me within 90 days. You’ll get a full product refund – no questions asked. That way, you risk nothing. B2B marketers praise Bob Bly Andrew Frothingham, former ad manager of Timeplex, comments: "When I was the ad manager 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." "For over 25 years, Bob Bly has set the gold standard in results-oriented business-to-business writing," writes Roger C. Parker, author of Looking Good in Print. Steve Roberts, President of Edith Roman Associates, calls me “The Mozart of direct marketing.” Business-to-business marketers who have hired me to write copy for them … consult with them … attended my seminars … or read my publications have been telling me for years: “Bob, your business-to-business marketing methods work like gangbusters … we have doubled or triples our inquiries, lead flow, and sales.” Why not let my B2B Marketing University double or triple your leads and sales, too? I guarantee it will – or your money back. So what are you waiting for? To order B2B Marketing University on a 90-day risk-free trial basis, click below now: Sincerely, Bob Bly P.S. Order B2B Marketing University today and you get a FREE 50-page Special Report, Secrets of Successful Business-to-Business Direct Marketing (list price: $29). In it, you will discover 23 tips for creating business-to-business mailings that work – page 12. 10 ways to stretch your advertising budget – page 44. How to write more effective product brochures – page 35. 6 things I know for more about marketing to engineers – page 24. 29 great story ideas for your company newsletter or e-zine – page 41. 50 techniques for generating more sales leads – page 20. And more ... Best of all, Secrets of Successful Business-to-Business Direct Marketing is yours to keep free, even if you return Bob Bly’s B2B Marketing University for refund. To Order *B2B Marketing University* ... and get your FREE Bonus Report ... just click below now:
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How to Make Your Business-to-Business Marketing Twice as Effective at Half the Cost