Bob Bly

Bob Bly

Bob Bly is a freelance copywriterwho has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter’s Handbook.” Find him online at www.bly.com or call (973) 263-0562.

Sometimes Old-School Is Better

The search engine Google is a boon to freelance copywriters, giving us fast access to much more information than we could ever dig up at those old-fashioned data depositories we used to call "libraries." As a result, it's easier to write stronger copy today, because specifics sell, and Google gives us all the specifics we need.

Return to Sender

In my humble opinion, "mindless gab" is the perfect descriptor for social media, an activity of which I am largely not a fan, though a sometime participant. Now I am gratified to find new research supporting my point that social media marketing 1) has a very low return on time invested (ROTI) and 2) is therefore, to a large extent, mindless gab. Let's look at some studies:

8 Ways to Write Effective B-to-B Headlines

I recently came across an article in a marketing trade publication (not this one) praising some top B-to-B ad agencies for supposedly creating great print ads. I was blown away—but not in a good way.

Don't Be a Fool

Recently, I sent an email to my online subscribers driving them to a video selling an information product produced by Mary Ellen, one of my joint venture partners. In return, I received an email from a subscriber—who shall be known as MH—taking me to school not for recommending the product, but for sending him to this particular video sales letter.