Ivan Levison

Bob Bly is a freelance copywriter who 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.

Want to read more about how printing technologies can take your direct mail marketing to the next level? Here are 12 articles and resources on targetmarketingmag.com and directmarketingiq.com that are worth visiting for more information

One of my favorite quotes comes from John D. Rockefeller. It's on my wall and reminds me to keep planning my work and working my plan. Rockefeller wrote: "I do not think there is any quality so essential to success of any kind as the quality of perseverance. It overcomes almost anything, even nature." Over the years, successful direct mailers have learned this lesson well. They know that they can't mail just once and pray for great results. They have to create multiple mailings that make money

Often, when it comes to closing the sale, one terrific argument, one master-stroke of persuasion, can overcome the prospect's resistance. Here are three stories of how terrific salespeople turned me from a prospect into a sale.

Don't spend time, energy, and money developing a hot lead-generating piece, and then neglect the important fulfillment mailing — the mailing in which you "fulfill" the request and deliver the promised free item.

A while ago, I got a subscription mailing from Inc. magazine that was so fresh and compelling, I had to tell you about it. As you may have noticed, magazine subscription packages are all pretty much the same and you'd think that it would be tough to come up with a new approach. But that's exactly what Inc. magazine did.

At its best, a corporate slogan is like a Japanese haiku — a highly concentrated form of expression that attempts to communicate an essence, a distilled truth loaded with meaning and significance. At its worst, it's puffed-up, self-congratulatory nonsense. Let's take a look at some corporate slogans, good and bad, and see what we can learn from them.

More Blogs