A few quotes worth calling out from Bob Bly:
“A book is a brochure that will never be thrown away.”
“You can’t have too many testimonials.” – Some might say ‘no one will ever read all of those’ and Bob’s reply: That’s not the point. Your reader will scroll and see page after page of testimonials, they’ll go ‘Oh my goodness, s/he must be good!’ (I’ve done this on my testimonials page.)
At 33:20: “Making Your Website Work.”
What is the most important component of this website?
The sweet spot – and so many businesses don’t know this – the sweet spot on the homepage is the upper right-hand corner.
I used to have a button in the main menu or at the bottom, “Contact.”
When I put that Post-It note up there, the amount of inquiries I got on my online form easily doubled, maybe tripled. Then I boosted response another 10 to 15 percent when I made the pin that held the note there red instead of blue, because it stood out more.
I can’t tell you how many copywriters have copied, “Need great copy? Click here now.
At 35:12, see what Bob Bly means when he says, “Don’t Be The Dancing Monkey.”
“A moose is a cow designed by committee. The quality of a marketing campaign is inversely related to the number of people who reviewed it.”
“I’m not advertising to get clients. I’m advertising to have a choice. I want my lead pipeline to be two to five times the leads I can handle.”
If you’re asked to provide copy free to someone, reply you need something in return, such as an advertisement to their audience. It’s free for them.
Sometimes you can get a job by just asking. Say you’d like to include their marquee name in your portfolio.
• Get known in your niche. (My niche is medical device marketing.)
• Participate in groups your prospects belong to. (I lead the Medical Devices Group.)
• Be a perpetual student. (I watched this 84-minute video, start to finish.)
See a trove of Bob’s work at http://www.bly.com/new/sitemap.php