Bob Bly's Direct Response Letter:
Resources, ideas, and tips for improving response to business-to-business, high-tech, internet, and direct marketing.
May 4, 2026
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What's new in outdoor advertising: scratch-and-sniff billboards
To promote its new Coco Vanilla scent, women's body-care brand Billie rented out a huge billboard that invited passers-by to "scratch and sniff" the armpit on the image.
Not to be outdone, NYX-owned Smushy paid for scratch-and-sniff billboards to promote its lip balm scents, including whipped buttercream and cherry pie.
Soon afterward, scented billboards also appeared for Rare, the debut fragrance that Selena Gomez's Rare Beauty introduced in August.
Who says there is nothing new under the sun in marketing—even in print marketing!
Source: Adweek, 8/20/25.
Best ways to submit your writing to editors and publishers
Some professionals advise you never to send your material as an attachment in an email because they will be deleted. Yet others ask for the submission as an attachment. How do you successfully navigate the conflicting advice?
There is a simple yet critical principle to use in this process: either find out how they want the submission on their submission guidelines page--or ask them with a short email. When you find out how they want the submission, then use this method.
Source: Right Writing News, 8/20/25.
5 ways to show your content is original
- Conduct real-life interviews.
- Use first-person pronouns.
- Publish bylines and bios.
- Use split screens in video and audio content.
- Provide behind-the-scenes looks.
Source: Business Marketing SmartBrief, 8/15/25.
Preparing to give a presentation---7 steps
- Research thoroughly: Ensure your content is fact-checked and relevant.
- Define clear objectives: Know what you aim to achieve.
- Know your audience: Tailor your message to fit their context.
- Structure your speech: Introduction, body, conclusion.
- Craft compelling openings and closings: Grab and leave an impression.
- Develop supporting content: Use examples and data to substantiate your message.
- Plan for visuals: Decide if aids or multimedia will enhance delivery.
Source: VoicePlace, 8/19/25.
Ben Settle's 7-step success plan
- Find a day job to pay the bills
- Build and grow an email list
- Find out what they are buying, and find or create a similar offer, only better
- Sell those buyers something else
- Write the ads and emails selling your offers, and keep all the sales
- Invest that money into more training, traffic (if applicable), and education
- Be your own client while you find clients... and if you still want clients after that, you'll come from a much stronger position.
Source: Settleheads, 8/15/25.
Think before you act
In a world that worships speed, the pause is radical. So try this—you may find the pause isn't where progress stops; it's where awareness starts:
- Pause before replying.
- Pause before committing.
- Pause to ask: Is this aligned with who I want to be?
Source: Fuel Your Mind, 8/17/25.
The decline and fall of the old-school newsroom
Nearly 10,000 journalists have been laid off from their newsroom jobs over the past 3 years. Concurrently, the proportion of Americans accessing news through social media and video networks has increased to 54%--while just 50% get their news from TV, and 48% from news websites and apps.
Source: Poynter, 8/19/25.
The decline and fall of reading
Fewer Americans than ever before are reading for pleasure, according to a new study, declining 40% in the past 20 years. Only 16% of Americans age 15 and over read for leisure every day in 2023 vs. 28% did in 2024.
Source: Washinton Post, 8/21/25.
Sell your article over and over again
Freelancers can boost income and visibility by reworking a single concept into distinct stories for different outlets. Success comes from spotting fresh angles, tailoring pitches to publication needs, varying formats and ensuring each piece offers original content. One freelance writer reworked a travel piece on her trip to India and sold versions of essentially the same piece 37 times to 37 different newspapers and magazines.
Source: ASJA Weekly, 8/19/25.
Who wins the ROI race in digital marketing--email or social media?
With email averaging about $36 in revenue for every $1 spent, versus just $2.80 per $1 spent on social media, the numbers seem to speak for themselves. But let's not be too quick to choose sides: according to The Inbox, your strongest strategy may just be using them together.
Source: The InBox, 8/20/25.
8 formats to consider for your next lead magnets
- Checklists—quick and easy for the reader to absorb.
- Special Reports—authoritative and often kept for reference.
- Live Events—unique and high value.
- Templates - plug-and-play resources people can use instantly.
- Swipe Files - pre-written examples, headlines, or scripts.
- Quizzes & Assessments - fun, interactive, and personalized.
- Scorecards - a fast way to self-assess and identify gaps.
- Toolkits and Resource Lists - curated collections of helpful tools.
Source: Publish to Thrive, 8/20/25.
On being authentic and eschewing AI
Copywriter Mladen Stojanovic says not to make people watch or listen to an AI avatar spitting out AI-generated content with an AI-cloned voice.
Reason: There's too much authentic stuff out there to read, listen to, or watch, for us to "waste time on your AI nonsense."
Source: Facebook post, 8/20/25.
Quotation of the month
"The institutions you trust are broken. Education, healthcare, Hollywood, sports, and the media are all failing you. They are corrupt, ideological, and insanely expensive."
--Robert Kiyosaki
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