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Copywriting Secrets from Bob Bly
A copywriting pro shares how to craft first-rate subject lines and calls to action
Award-winning copywriter Bob Bly is the author of 70 books, including The Copywriter's Handbook, The Online Copywriter's Handbook, and the Complete Idiot's Guide to Direct Marketing. In this interview, Bob shares tips from his copywriting toolbox that can help you write compelling subject lines and calls to action (CTAs) that get you the results you want.
HT: Bob, you are an expert in direct response copy, the type of copy used in subject lines and CTAs. Can you define this category of writing and explain how it is different from other types of promotional copywriting?
BB: Direct response writing has the objective of generating an inquiry or order by getting the prospect to respond to a specific offer. This contrasts with writing for general advertising or branding, in which the primary objective is to communicate a message, not generate immediate action.
HT: What are some proven direct response words or phrases you use?
BB: I don't have a checklist of words or phrases that I deliberately seek to work into my copy. However, when writing a CTA, there are certain words and phrases I do rely on. Here is a partial list: free, yours free, no obligation, risk-free, no-risk, guaranteed, money-back, click here now, call today, I urge you to hurry, time-limited offer, act now, free trial.
HT: What about words to avoid?
BB: Avoid big words that the reader is unlikely to know. Your goal is to express, not to impress. In email marketing, steer clear of words and phrases that trigger spam filters unless there is an overriding reason to use them. For instance, I use "free" because it increases click-through rates. But I never use "!!!" because it triggers spam filters and is completely unnecessary.
HT: Let's focus on subject lines. What's the secret to crafting a good one?
BB: The only "secret" is that subject lines give you the greatest leverage in improving email marketing response rates, more so than any other copy in the email. The subject line is only 40 characters or so, yet a simple change in the subject line can increase click-through rates (CTRs) by 25% to 50% or more.
One of my favorite subject line techniques, and one of the easiest to use, is to put a number in the subject line. We had great success with the subject line: The 22 habits of financially successful freelance writers.
Why do numbers work so well? The person sees the number, in this case 22, and immediately starts to mentally compile her own list of the habits. If she comes up with fewer than 22, she wants to click to find out what the others are. If she comes up with more than 22, she still wants to click to make sure her list contains all of the 22 items on my list.
I cover all of this in great detail in my e-book Bob Bly's Million Dollar E-Mail Marketing Swipe File.
HT: What are some common mistakes people make with their subject lines?
BB: Not testing subject lines is the most common. This is when you split your list into a group A and B and use a different subject line for each group.
To make sure your subject lines are on target, you should also vet them using Michael Masterson's "4 Us" formula. It says a good subject line must have these four characteristics: uniqueness, urgency, usefulness, and ultra-specificity. Review the subject line you have written. If it lacks one or more of these 4 characteristics, rewrite it to make it stronger.
Here is an example of a subject line I saw: Free White Paper. How could you make it stronger? An easy way is just to add the title or subject of the white paper: Free White Paper: Reduce UNIX Software Costs 50%. It is more ultra-specific and more useful because it includes a benefit.
HT: Can you give a few more examples of compelling subject lines and explain why they would be effective?
BB: We sent this one to our list: The easiest product to sell online. This worked because it arouses curiosity: you want to know WHAT the easiest product to sell online is. The email generated 392 orders grossing just under $7,500.
Another subject line that worked with my list was: 10 things copywriters ask me for most. This was to sell a set of forms for a freelance copywriting business. It is an example of putting a number in the subject line. It generated 135 orders and more than $5,000 in sales.
HT: What about the call to action (CTA)-the part of the email that motivates the reader to respond. I'm sure you've written a lot of these in your career. What should one keep in mind when writing them?
BB: The most important thing about writing the CTA is not the copy or words, but the offer: the stronger the offer, the higher the response rate.
Free offers have worked for decades and still work today. When something is free, say it is free. Do not use more sophisticated language to explain it because you think your audience is too sophisticated for free. They are not.
And make it clear the offer is free and without obligation*. To quote the late direct marketing copywriting great Bill Jayme: "When something is free, say it six ways to Sunday. For example: 'Free gift comes to you with our compliments gratis - on the house. It's yours to keep as an outright present without cost or charge - not a penny!"
This may strike you as hokey or corny, but I assure you it works.
HT: What's an effective CTA you wrote and what kind of results did it get?
BB: To build my online subscriber list, we created a landing page for subscribing to my free e-newsletter at www.bly.com/reports.
The offer is: subscribe to the newsletter and get for free some of the special reports I sell on my site for $29 each. By offering four of these reports, I could say, "Get a FREE GIFT worth over $100!"
That $100 price point is key, because it makes the gift sound incredibly valuable. We have added 40,000 new names to my list using this offer.
HT: If there is one thing to remember when writing direct response copy, what is it?
BB: Good copy starts with the prospect, not with the product. Remember the old adage: Don't talk about your grass seed; talk about the prospect's lawn.
* Note from the Editor: In order to be compliant with CAN-SPAM laws, you must ensure that any items you offer for free in your subject lines or the body of your email must truly be free. If there are conditions, you must clearly state them in the subject line and the body text. Please read this FAQ for more information.
