The World’s Best-Kept Copywriting Secrets Learn the secrets used by masters to generate readership, reaction, and response far above the results average copywriters get. Bob guarantees you will learn to reach prospects on a deeper, more powerful level than you do right now and know how to write at a level far above ordinary copywriters. About the instructor: McGraw-Hill calls Bob Bly “America’s top copywriter.” A freelance copywriter with more than 25 years experience, Bob has written copy for over 100 companies including PSE&G, BOC Gases, Medical Economics, and IBM. He is the author of more than 60 books including The Copywriter’s Handbook (Henry Holt), cited as a “mini-classic of direct marketing” by the Direct Marketing Club of New York.

1. World’s Best-Kept Copywriting Secrets Presented by Robert W. Bly for Cincom – 11/06/08

5. 06/17/10 Make a BIG Promise. “ Promise, large promise, is the soul of an advertisement .” – Samuel Johnson World's Best-Kept Copywriting Secrets

6. 06/17/10 That’s Right – a REALLY BIG Promise! World's Best-Kept Copywriting Secrets

8. What’s the USP? 06/17/10 World's Best-Kept Copywriting Secrets

10. Which pulled best? 06/17/10 A B ATTENTION World's Best-Kept Copywriting Secrets

12. The Secondary Promise 06/17/10 The Big Promise The Secondary Promise World's Best-Kept Copywriting Secrets

14. Rate Each Headline (1=weakest; 4=strongest) 06/17/10 Help where you need it, when you need it from people you can trust. That’s a Cincom promise. Urgent ……………………. [ ] 1 [ ] 2 [ ] 3 [ ] 4 Unique …………………… [ ] 1 [ ] 2 [ ] 3 [ ] 4 Ultra-Specific …………... [ ] 1 [ ] 2 [ ] 3 [ ] 4 Useful ……………………. [ ] 1 [ ] 2 [ ] 3 [ ] 4 World's Best-Kept Copywriting Secrets

16. The Rule of 3 Benefits 06/17/10 World's Best-Kept Copywriting Secrets

17. Beliefs, Feelings, and Desires (BFD) 06/17/10 Product Prospect World's Best-Kept Copywriting Secrets

18. Does this copywriter know his audience? 06/17/10 World's Best-Kept Copywriting Secrets

22. 06/17/10 Addressing the core complex generated a huge response. World's Best-Kept Copywriting Secrets

24. This is personal . 06/17/10 World's Best-Kept Copywriting Secrets

25. 06/17/10 Features & Benefits Pyramid World's Best-Kept Copywriting Secrets Appeal to OEMs, VARs, distributors, dealers, agents, engineers, designers, reps, technical evaluators, and other technical buyers. Appeal to sophisticated and experienced users, middle managers, hobbyists, enthusiasts, experts, comparison shoppers, past buyers, professionals, frequent buyers, knowledgeable buyers. Appeal to consumers, top-level executives, entrepreneurs, first-time buyers, end users, novices, current customers, prospects. ULTIMATE BENEFITS BENEFITS ADVANTAGES FEATURES Appeal to consumers, unsophisticated buyers, casual users, "dreamers," opportunity seekers What the Product is or has A Feature Other Products Lack What the Product Does The "Benefit of the Benefit"

26. Features & Benefits of a No.2 Pencil 06/17/10 World's Best-Kept Copywriting Secrets

27. Four-Legged Stool 06/17/10 World's Best-Kept Copywriting Secrets Big Idea Future Benefit Track Record Credibility

28. Big Idea & Future Benefit 06/17/10 Future Benefit Big Idea World's Best-Kept Copywriting Secrets

29. Track Record 06/17/10 Track Record World's Best-Kept Copywriting Secrets

30. Credibility 06/17/10 World's Best-Kept Copywriting Secrets

31. Which leg is this? 06/17/10 World's Best-Kept Copywriting Secrets

32. And this? 06/17/10 World's Best-Kept Copywriting Secrets

33. And this? 06/17/10 World's Best-Kept Copywriting Secrets

34. And this? 06/17/10 World's Best-Kept Copywriting Secrets

36. Motivating Sequence in Action 06/17/10 Solution World's Best-Kept Copywriting Secrets Attention Problem Proof Call to action

37. Without a Special Offer, Direct Mail Will Not Work. 06/17/10 ACTION World's Best-Kept Copywriting Secrets

39. Position part of your product as a premium. 06/17/10 World's Best-Kept Copywriting Secrets

40. 06/17/10 Quick-Response Bonus Have a “ Premium Page” World's Best-Kept Copywriting Secrets

41. Determining Copy Length 06/17/10 Audience: ___________________ Product: _____________________ World's Best-Kept Copywriting Secrets Long Copy Medium Copy Medium Copy Short Copy High Low Involvement High Low Emotion

45. (But Not This Hypey!) 06/17/10 World's Best-Kept Copywriting Secrets

46. Abundant Proof 06/17/10 World's Best-Kept Copywriting Secrets

48. Use a “Positioning Metaphor” 06/17/10 Metaphor : “It’s the Rolls-Royce of __________.” Simile : “It’s like the Rolls-Royce of ___________.” World's Best-Kept Copywriting Secrets

49. Transubstantiation 06/17/10 World's Best-Kept Copywriting Secrets

50. Transubstantiation 06/17/10 World's Best-Kept Copywriting Secrets

51. An Image… 06/17/10 Or a Statistic SPIN Reality With . . . World's Best-Kept Copywriting Secrets

52. “ Specifcs Sell.” -- Claude Hopkins 06/17/10 World's Best-Kept Copywriting Secrets

54. Spin: Interpreting the Facts to Prove Your Sales Argument 06/17/10 World's Best-Kept Copywriting Secrets

55. Spin Reality With . . . . Negative Selling 06/17/10 World's Best-Kept Copywriting Secrets

56. The “I’m a Dummy” Technique 06/17/10 World's Best-Kept Copywriting Secrets

57. Be Specific 06/17/10 World's Best-Kept Copywriting Secrets

58. Use a Gimmick 06/17/10 World's Best-Kept Copywriting Secrets

59. Offer a Money-Back Guarantee 06/17/10 World's Best-Kept Copywriting Secrets

60. Go Beyond Money-Back 06/17/10 World's Best-Kept Copywriting Secrets

61. Give Scientific Proof (“False Logic”) 06/17/10 World's Best-Kept Copywriting Secrets

69. Thank you. Subscribe to “Bob Bly’s Direct Response Letter” at www.bly.com