Tag Archives: Bob Bly

3 Content Tips for Local Business Marketing

Are You Smarter than a Highway?

Ever hear the phrase “Dumb as a post?” Or “Dumb as a box of rocks?”

How smart is the typical roadway? Right. Not very. And that may be about to change.

Here’s a video I saw this morning on a Rotary e-Club site:

Nice video, yes? And how, you may be wondering, does it fit in with my mission of transforming advertising from an expense to an investment? It doesn’t even mention social media!

Well, aren’t I lucky you asked… 🙂 Continue reading

XSitePro2 – powerful software


Jason Gaspero sent me an e-mail last week. He’s using XSitePro2, too – and he says the tutorials are dynamite.

Well, you just know when he wrote that I’d have to go and check out a tutorial. After all, I suck at watching tutorials – I’m always hitting the fast-forward.

When you get XSitePro – just go to xsitepro.com – you’ll want to watch some of the tutorials.

Ordinarily, I’d tell you a little about Continue reading

Editorial Copywriting – the uniquely common niche


When’s the last time you heard someone mention Editorial Copywriting?

I’ll bet it happened when you were standing next to me or Bob Bly.

Google tells me the keyword phrase “editorial copywriting” is searched only 36 times each month. That’s incredible when you consider Continue reading

Amazon Promotions Build Your List

An Amazon Promotion, or Amazon Push Campaign, is when an author makes a one day effort to “push” his book to bestseller status on Amazon.com

To do it, the author needs people with lists to send his promotional e-mails. They’re usually his friends, affiliates and fellow marketers. She also needs people to supply bonus items for the push campaign.

Often, the bonuses are what induce people to purchase the author’s book. It’s the opportunity to get some “extras” that pushes people over the line to become buyers. (You can see why it’s called a push campaign.)

There are two basic strategies Continue reading

Value & Information – Be Sure They Meet


There are two articles in today’s edition of ETR I think you should read.

The first one is by Marc Charles. It’s about the power of affiliate marketing in the employment market.

The other is by Bob Bly. It’s about how people perceive value in information products.

Here’s the connection that caught my eye this morning: You have to give people value in the areas where they are looking to make a purchase.

Wow. Isn’t that just incredibly deep? Stay with me for a second…

You know that when the economy goes south – sales of chocolate increase. It’s a comfort food, and people are looking for a little comfort. Okay.

You also know that people spend LESS on hobbies in a poor economy. Notice that…they don’t stop spending – they just get more careful about what they buy. In fact, that applies right across the purchasing spectrum (except for chocolate).

Let’s say you enjoy building model airplanes. You want to make some extra money, but not too sure how to do it.

Of course you can build and sell a few models. It’s time consuming, and they’re a little expensive, but you can do it.

How about this? Pick three or four of the simplest models. Build them with the intention of selling the models for children – but not selling them alone.

With the model, give each customer a pamphlet that shows instructions for paper airplanes.

The child can make as many paper airplanes as he wants. You can even add suggestions to the instructions for things they can try – ways to modify a paper airplane so it flies longer, higher, or in a deliberate spiral.

You give the suggestions with the bare minimum of instruction. The idea is to get the child experimenting on her/his own.

Do you see what you’re doing?

Everyone is selling something. A lot of people are selling information – or marketing with information – too. Putting a product together with information gives you a much higher value experience for the customer.

In the model airplane example, the customer gets a model, instructions for making paper airplanes, and the joy of discovery through experimentation.

It’s like a resource appendix in a book.

You’ll never see me just write a book and sell it. It has to have a resource appendix. A place where I make suggestions for things you can experiment with and learn.

Your customers want the same kind of thing from you.

You know about computers and web sites, so you put together an e-book that shows readers how to build a web site. Isn’t it obvious to include the names of sites that help you, or software that’s free and easy to use?

Now go a step further. Actually build a sample site and show people how to make use of it. For example, you could put a newsletter sign-up box on the sample site. Then you tell readers how to copy the code for that box and use it on their own site.

You would even include instructions for how to modify the box so the text or colours match their site.

There are lots of resources that tell us what to do. The ones I appreciate most are the resources that genuinely walk me through doing a thing. When I find something like that, I make a point of going back to that vendor for other resources. Don’t you?