Robert W. Bly

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 or call (973) 263-0562.

There is a good deal of buzz these days about blogging, viral marketing, social networking and other new methods of generating eyeballs and traffic online. But that traffic will not make you money unless you can convert those unique visitors to leads or customers. Whether you are selling a product directly from your landing page, asking visitors to download a free whitepaper, or promoting a webinar or demonstration, conversion rates can range from less than 1 percent to more than 50 percent. Here are 10 keys to creating landing pages that can maximize your online conversion rates. 1. Build your credibility early. People always

I started my career in B-to-B marketing in the late 1970s, and by the early 1980s I thought I had a pretty good handle on the basics. I believed I could continue to use the methods I’d learned during my first few years for the rest of my life. Boy, was I wrong. First came the fax machine, then the personal computer, cell phones, whitepapers, the Internet, search engines, blogging, webinars and social networks, to name a few. B-to-B marketing had become a brave new world—a world in which most of us struggle every day just to keep up.

Card Tricks Reduce Direct Marketing Costs With Postcards By Robert W. Bly The standard #10 direct mail package is the workhorse of direct marketing, but since Sept. 11 and the anthrax scare, self-mailers have seen a resurgence—most notably the magalog for long copy and the standard postcard for short copy. Because of limited space for graphics and copy, and the lack of a response form, postcards work best when the following conditions exist:

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