Bob Bly

Afraid the recession is here to stay a bit longer? If so, you’re not alone. Many economists are predicting doom and gloom. Here are 14 strategies companies use to maintain—even
increase—sales, while their competitors struggle to stay afloat.

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Tips on using testimonials

by Bob Bly on March 17, 2009 2:30pm

in Business Management

Using testimonials—quotations from satisfied customers and clients—is one of the simplest and most effective ways of adding punch and power to brochure, ad, and direct mail copy.  Here are some tips for using testimonials.

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Most business-to-business advertisers have smaller ad budgets than their counterparts in consumer marketing.  Here are 10 ways to get more out of your advertising dollars — without detracting from the quality and quantity of your ads and promotions.

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One of the toughest questions beginning and experienced service providers wrestle with is: “How much should I charge?” Here are four important factors to consider when determining what to charge the client:

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Better technical writing can result in proposals that win contracts, advertisements that sell products, instruction manuals that technicians can follow, and letters, memos, and reports that get your message across. Here are ten tips on style and word choice…

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Three obstacles that prevent engineers, managers, and other professionals from turning out good technical prose are a lack of prewriting planning; mastering the writing process; and overcoming procrastination and writer’s block. Let’s take a look at ways to overcome these…

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On target advertising

by Bob Bly on March 12, 2009 2:30pm

in Business Management

Through long years of experience, advertisers and advertising agencies
have uncovered some basic principles of sound advertising strategy,
copywriting, and design. The following are ten rules that I have gleaned from years of experience in the field:

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Asked if he could write an effective direct mail package on a
complex electronic control system, a well-known copywriter replied, “It doesn’t matter what the product
is.  You are selling to people.  And people are pretty much the same.” Wrong.

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The question is how does a company go after that end-of-FY trove? Well, here’s the good news. You don’t need a contract to go after the “low hanging fruit,” in government parlance “micro-purchases.”

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To write catalog copy that sells, you have to understand the reasons
why business customers buy from catalogs.  Below are six of the most
powerful reasons managers, engineers, purchasing agents and executives
turn to your business catalog.

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