1:18pm
Saint Paul
Robert W. Bly has been a “true freelance copywriter” for over 45 years.
He’s written sales copy in dozens of industries with hundreds of clients, and he’s the author of The Copywriter’s Handbook. Bob’s 110th book is coming out soon:
Bob joined me for a wide-ranging interview about his life in copywriting, including stories of huge wins and terrible failures… digital marketing vs direct mail… his life in Jersey… and so much more.
You can find Bob and get 4 FREE Special Reports worth over $100 at https://bly.com/reports
Listen now to Defining Success with Bob Bly, episode 015 on the Persuasion Play Podcast.
In this convo, we also cover…
• Bob’s start in advertising: where he started and how he got into freelance copywriting (1:09)
• The trait that Bob Bly shares with sci-fi writer Isaac Isamov (2:21)
• Outdoor ads that smell like an armpit? Yep. You won’t believe this crazy idea (5:52)
• Why marketers today tend to avoid the most trusted advertising medium (6:22)
• Halbert’s advice to browse the SRDS at your local library is no longer possible——so here are Bob’s resources to find yourself a reputable direct mail list broker (9:15)
• Not every piece of copy is a winner. Here’s why smart clients are happy when your copy does NOT beat their control (13:25)
• Being a “great copywriter” is not what it takes to write winning copy. THIS is what it REALLY takes (14:00)
• The emotional phases direct mail marketers go through: silence, hope, tears… (16:01)
• The “magic” technique that can drive higher response than making a FREE offer (18:27)
• The automatic backend fulfillment method that natural health vendors are using NOW to rake in cash. Can you use this in your market? (20:29)
• The Gold Echo-winning strategy Bob used to lure in B2B buyers by playing corporate CEOs and mid-level managers against one another. I’m stealing this one! (24:13)
• If you JUST update a headline… and it SELLS… do YOU get paid for a new control? (27:41)
• Should small businesses hire marketers? Bob’s advice for small companies to get the best bang for their advertising buck (29:19)
• Is copy still king? How the business of copywriting has changed in the last 45 years (34:43)
• At age 12, his dad unknowingly prepared Bob with this lifetime skill (41:36)
• Bob’s most spectacular failure in his 46 years of direct response marketing—and the lesson he learned from it (46:55)
• “Online marketing rules!” But does it? How one of the world’s biggest and most successful digital companies still uses direct mail to attract new customers (49:34)
• The BDF Formula: how a copywriter like you can get into the heads of your readers to make a more powerful appeal (50:32)
• Important News for Every Professional Who Ever Felt Like Telling ‘Em: “Go To Hell!” (52:29)
• Pain or Pleasure? A top health copywriter says there’s THIRD option you should use more often in your copy (54:36)
• STOP reading books on marketing. THIS is how Bob Bly… Eugene Schwartz… Gary Halbert… and the world’s best copywriters spend their time (60:13)
• You can love AI. You can hate AI. But you cannot afford to… (64:31)
• What’s in Bob’s future? (74:25)
I hope you enjoy this episode of the Persuasion Play Podcast with Bob Bly.
Now, go sign up for Bob’s email list and get those 4 FREE Special Reports at https://bly.com/reports