© CTC Publishing

Bob Bly's Best-Kept Copywriting Secrets

17 battle-tested shortcuts ... and proven persuasion methods ... that can help you write stronger copy ... and generate more leads, orders, and revenues ... with much less time and effort!

Dear Marketer:

About once a week, I get an e-mail from someone asking me, "Bob, what's your most powerful copywriting secret?"

By this, they mean they want the ONE technique that's my most effective ever for writing copy that....

  • Smashes through the clutter ...
  • Stands out from the crowd ...
  • Grabs the reader by the lapel - and doesn't let go ...
  • Turns "nice to have" merchandise into "must have" gold ...
  • Transforms inertia into action - and indifference into hot desire ...
  • Makes it almost impossible for qualified prospects to click away ...
  • Converts potential buyers into customers ...
  • Boosts click-through and conversion rates ...
  • Skyrockets leads, orders, sales - and revenues.

Now, I have to confess: I've always hated getting asked for my best copywriting secret.


It's not because I don't have one.

On the contrary, it's because I have too many - and I've never been able to narrow it down to just one or two.

So a couple of months ago, I locked myself in my office and turned on the computer.

Then I began the slow and painstaking process of searching for - and reading - all of the copywriting articles, columns, and reports I'd written over the last decade or so.

Countless hours later, I still wasn't able to decide which one of these articles is my "most powerful copywriting secret" as I had hoped.

Instead, I ended up with a series of articles that articulate, in the clearest way I know how, 17 of the most powerful copywriting secrets ever devised by man!

A couple of these are original to me.

Most were taught to me by the great copywriting and marketing masters, either in person or through their works, most now out of print.

These copy gurus include Parris Lampropolous ... Clayton Makepeace ... Michael Masterson ... Porter Stansberry ... Sig Rosenblum ... Don Hauptman ... Ed McLean ... Jim Reutz ... Milt Pierce ... Sy Sperling ... and many others.

Now, I have put this collection of 17 little-known copywriting secrets together in a single downloadable PDF file. An incredibly valuable collection that I want to send you now. Today. If you will let me. And in exchange, I guarantee it will be the most powerful - and beneficial - copywriting information you read this year....

The 17 most important things I know about
writing copy that sells in today's market

In my e-book, Bob Bly's Best-Kept Copywriting Secrets, I give you not one or two -- but 17 of the most important things I know about writing copy that sells.


  • 4 simple steps to writing SEO (search engine optimized) copy that both your prospects and Google will love - page 9.
  • The Copy Intensity Grid for determining the level of hype to use in your sales copy - page 12.
  • Does long copy really work better than short copy? The answer may surprise you - page 17.
  • 5 ways to capture e-mail addresses of Internet users who visit your landing page but do not order the product - page 21.
  • 9 fundamentals of persuasion in print - page 25.
  • What Michelin Tire TV commercials can teach you about expressing benefits in your copy - page 27.
  • 5 critical factors that influence how long your copy should be - page 18.
  • Logic vs. emotion in making business-to-business buying decisions - page 31.
  • Selling your product or service to a "hybrid market" - page 32.
  • Should copywriters avoid jargon like the plague? Answer on page 36.
  • The 6 key components of an effective offer - page 40.
  • Using copy to tie your premium more closely to the product's selling proposition - page 42.
  • The often-overlooked rule for writing more powerful bullets in your copy - page 45.
  • Michael Masterson's "Secret of the 4 U's" formula for writing more powerful copy - page 46.
  • 12 little-known techniques for overcoming "sticker shock" and buyer resistance when selling high-priced products - page 48.
  • A simple trick for making your price seem like a drop in the bucket compared to the value your product delivers - page 49.
  • Understanding the customer's core buying complex with the BDF formula - page 52.
  • Using market research to gain accurate insight into the real reason why prospects would buy your product instead of your competitors - page 54.
  • Writing persuasive copy with the 5-step Motivating Sequence - page 55.
  • Rosser Reeve's "lost" 3-part formula for creating a winning unique selling proposition - page 58.
  • How to differentiate your offer from the competition even when your product has no unique or special features - page 60.
  • Persuading prospects to buy using the magic of "false logic" - page 62.
  • 38 great ideas for your next headline - page 65.
  • How to arouse the reader's curiosity - page 66.
  • Get prospects to buy ... even if they don't believe your USP ... with the secret of the Secondary Promise - page 69.
  • How to reach more prospects and win them over to your point of view using empathy-based copy - page 72.
  • 6 ways to increase your understanding of your customer's thought processes and buying motivations - page 75.
  • 12 fail-safe ways to get started on the right track when you sit down to write copy - page 76.
  • 4 shortcuts to gaining a rapid knowledge of your potential customers and their key concerns, desires, and needs - page 82.
  • And so much more....

Praise for Bob Bly's copywriting and marketing advice

"You are awesome! I will always come to you first for the products that I need. You have class, integrity, brilliance, naturally gifted, and you are second to none! I am impressed with and appreciate your prompt response."
--Adella Pugh

"Once in a blue moon, you get the chance to meet a living legend, one of the great men who has shaped his chosen field. In my unending pursuit of powerful marketing, I came face-to-face with just such a man. Robert Bly is America's Top Copywriter and a genius marketer. He's authored over 70 books for McGraw Hill and others, and gets paid more per word than nearly every author in America. Like all great men, he is a teacher and mentor extraordinaire. He freely shares the secrets of turning marketing into money."
--Dick Larkin

"Bob, your stuff is always so good that even though I'm retired now, I have to read it!"
--Gary Bencivenga

"You are someone I've grown to admire greatly. You share your knowledge with and encourage people in achieving their dreams, trying new things, and learning tricks of the trade. It's a rare 'guru' in our world today who is thoughtful and kind enough to help up and comers find the path to success. In my opinion, you are the very best. I'm grateful to you."
--Linda Capriotti

"After considering a number of high-level marketing professionals and reflecting on the matter for several weeks, I made the decision to ask Bob Bly to share the stage with me for my Twin Keys to Wealth-Building Conference. The reason I chose Bob is because I am convinced that he can deliver more tangible value to conference attendees than any other marketing or Internet expert on the planet."
--Robert Ringer, best-selling author

"I love your e-mails. Read every single one of them as they come in."
--Dr. Paul Hartunian

"I have huge admiration for your work. You're one of the few guys out there selling real information -- and selling it at a reasonable price! I think what you're doing is head and shoulders above others."
--Mark Joyner

"I receive so many e-mail offers -- too many -- but Bob always delivers a product worth having. The marketplace for writing and marketing products has become over-hyped; in that environment it's reaffirming to see that Bob continues to stand for a level of quality that matters -- and happily, at a price that works. "
--Peg Prideaux

"Thank you for sending out your e-mail newsletter. There hasn't been a single issue you've sent out that I didn't learn something."
--Len Bailey

"I have bought a lot of your info products. The price is the most reasonable of what anyone is asking for their info products, especially considering the information is more to the point and more valuable than 99.99% of what is out there on the Internet."
--Christine Loff

Act now and save $30

I've spent countless hours ... and thousands of dollars ... acquiring the books, courses, articles, and monographs containing these precious copywriting secrets.

For example, the one on page 58 - Rosser Reeve's 3-part formula for writing a winning USP - was located in his long out-of-print book Reality in Advertising.

I paid $98 for a used hardcover copy on Amazon just to secure it for you.

I then spent over an hour (and remember, my time bills at $500 an hour) reading the book and distilling the principle into the quick-reading article on USP that starts on page 58 of Copywriting Secrets.

I have presented the 3-part USP ... and many of the other formulas in Bob Bly's Best-Kept Copywriting Formulas ... in copywriting workshops for corporate clients, for which I billed them $5,500 per day plus expenses (and I no longer travel and offer these workshops).

But it won't cost you $5,500 ... or $500 ... or even $100 to discover all of the dozens of "lost" copywriting formulas collected in my new guide.

The cover price of Bob Bly's Best-Kept Copywriting Secrets is $59. And that's what we'll be selling it for later in the year.

But act now, and Bob Bly's Best-Kept Copywriting Secrets is yours for only $29 - less than I charge for just 5 minutes of my time - a savings of $30 off the regular rate.

Our 100% iron-clad
guarantee of satisfaction

I'm betting that you'll love Bob Bly's Best-Kept Copywriting Secrets, want to keep it on your marketing bookshelf forever, and refer to it for years to come.

But if I am wrong, and you are not 100% satisfied with my 17 power copywriting secrets for any reason ... or for no reason at all ... just let me know within 90 days.

I'll give you a full and prompt refund. And you can keep the e-book with my compliments.

That way, you risk nothing.

But I urge you to hurry.

This special LOW PRICE of only $29 (a $30 discount off the $59 cover price) is for a limited time only.

And once it expires, it may never be repeated again.

So what are you waiting for?

To order Bob Bly's Best-Kept Copywriting Secrets on a 90-day risk-free trial basis, just click here now:


Robert W. Bly, Director
CTC Publishing

P.S. Order Bob Bly's Best-Kept Copywriting Secrets today and you get a FREE Special Bonus Report, Maverick Marketing: Innovative Selling Ideas to Make You More Money (value: $29).

In this free 50-page report, you'll discover little-known sales and marketing tactics that can quickly leave your competitors in the dust. Including:

  • The most important thing to understand when selling and marketing any product (hint: it's not the product) - page 47.
  • How to avoid "sticker shock" when selling high-priced products - page 39.
  • The magic of "reciprocity" - page 3.
  • When to stop giving potential clients free advice and ask them to sign a contract to engage you - page 8.
  • Are white papers passe as a marketing tool? Answer on page 25.
  • Avoid this common mistake when creating and marketing information products - page 18.
  • 10 tips for increasing your landing page conversion rates, leads, and orders - page 21.
  • What to do when a customer asks for a refund and you think they are not entitled to it - page 11.
  • How much should you charge vendors, clients, and colleagues for referrals? The answer may shock you. Page 5.
  • What nonprofit fundraisers can teach you about the best time to send your prospects a letter or e-mail marketing message - page 29.
  • When to reveal product defects, weaknesses, and flaws in your sales copy ... and how to benefit from doing so - page 31.
  • Stop throwing money down the drain when exhibiting at trade shows - page 36.
  • The one direct marketing offers that works virtually 100% of the time - page 33.
  • A low-tech way to prevent Internet users from illegally copying or distributing your e-books, special reports, and other content - page 15.
  • And more....

Best of all, this bonus report - a $29 value -- is yours to keep FREE ... even if you request a refund on the e-book!

To order Bly's Best-Kept Copywriting Secrets ... and get your FREE Special Report ... just click below now:

About Bob Bly

bly on information marketing Bob Bly is a full-time freelance copywriter specializing in online, direct response, and b-to-b marketing. He earned more than $700,000 last year from his freelance writing, and became a self-made multi-millionaire while still in his 30s.

A copywriter for more than a quarter of a century, Bob has written promotions for over 100 clients including Phillips, Agora, KCI, 21st Century, Weiss Research, EBI Medical Systems, Sony, IBM, AT&T, Grumman, Crain Communications, McGraw-Hill, Intuit, and AlliedSignal.

Bob is the author of more than 70 books including The Copywriter's Handbook (Henry Holt) and Internet Direct Mail (NTC Business Books).

He has published more than 100 articles in such publications as Subscription Marketing, Direct, Business Marketing, Writer's Digest, and Amtrak Express.

Bob's writing awards include a Gold Echo from the Direct Marketing Association, an IMMY from the Information Industry Association, two Southstar Awards, an American Corporate Identity Award of Excellence, and the Standard of Excellence award from the Web Marketing Association. He also taught writing at New York University.

Bob has appeared as a guest on dozens of TV and radio shows including The Advertising Show, Bernard Meltzer, CNBC, and CBS Hard Copy. He has been featured in major media ranging from the LA Times and Nation's Business to the New York Post and the National Enquirer. He was formerly the advertising manager for Koch Engineering, a manufacturer of equipment for the chemical industry.

What they say
about Bob Bly

"Good things are happening. I am getting a steady stream of Trial and Demo requests from the new site. These requestors are filling out the entire contact form. The site is simpler now, and I am still working to make it even more so. I appreciate your work."
Jim Romano, DataForceOne

"Thank you so much for your wonderful work. It has been a pleasure working with you and I look forward to working with you on another project in the near future. You were always available, quick to answer questions and always exceeded my expectations. You truly are a gifted writer."
Aaron Griffith, The Griffith

"Bob, again thanks for the great copy. You consistently help us reach customers with compelling, actionable content, when others just can't!"
William McElleney, IBM

"The feedback keeps coming in and we all agree yours was a truly helpful, useful, insightful and effective workshop. You did a fantastic job inspiring the troops and we've already begun applying some of the key learnings."
Paul Connors, Copywriting Manager, A large financial services company in the Chicago area

"Bob...your creative work, patience, and 'partnership' with us at IT Group has virtually propelled us to another level of business professionalism and recognition. The response we've received from your letters has been nothing short of tremendous. We've not only derived significant business from these unforgettable mailings--your efforts have sparked a creative energy within our ranks which will assist us in years to come. Thanks for your guidance and counsel."
John A. Fallone, IT Group International

"I hired Bob on his reputation, and found it is well-deserved. His fact-finding process in preparation to write our copy was both painless and enlightening. The final deliverables were right on time as promised, and better than expected – which is saying a lot because my expectations were high. The first time I read his copy for our project, I literally got chills down my back – he nailed it the first time. Wow."
Dennis Rosenberg, VP Marketing, VNUS Medical Technologies, Inc.

"Bob Bly did an amazing job with our company brochure. We are very impressed with his capacity to learn our product and to write copy so clearly and pointedly. Bob Bly is a great marketing investment."
Michael Manoussos, Manhole Barrier Systems

"Great white paper! I'm in favor of the entire submission. Please congratulate Bob on a great effort."
Michael C. Howard, Chasm Recovery

"Your Tax Loopholes ad looked great and is performing very well. Thanks for the strong copy."
Brian Kurtz, Boardroom

"You did an excellent job. It's been a pleasure working with you on this project."
Edward Brunet, Decatur Professional Development, LLC

"Thank you very, very much for doing such a great job on the ad. I was one of those folks who would read the ads in the DAK catalog by Drew Kaplan and this was as enjoyable for me as that."
Chris Pickering, MeritDirect

"Bob . . . Just got the copy and advertisement you did for my new book . . . It's great! You are good! Great job . . . you have tremendous insights into what excites and what sells!"
Don Libey, Libey Incorporated

"In my opinion, you are the best copywriter in the software industry."
Judy MacDonald, Director of Marketing, Direct Response

"When I received the piece, I thought, I'll have to skim over it now and read it later. But, once I started, I couldn't stop! You did a GREAT job with Ken's story. I love it. It kept me reading. I'm VERY pleased with it."
Craig Simpson, Ken Roberts Company

"Bob, It's been a pleasure to work with you!!! Thank you so much! I'm very happy with the copy; I feel it will give me good results."
Alejandra P. Bigai, Romanicos Chocolate

"Thanks again for a great job."
Davis Ross, Ross Advertising

"I just wanted to thank you again for the excellent work you did for us. You are the man and I can't tell you how much I admired your approach and service. Although I've never worked with a copywriter before, I think you set the standard pretty high. I look forward to working with you again. You certainly have my vote for the next round!"
DP Jovine, Tycoon Research

"Great job – I'm always amazed at how you can boil the complex down into simple terms. It flows very well."
Kyle Hodgens, Capital Financial Media

"Thank you for the copy. I see why you're the expert. It's so simple, it's brilliant."
Sau Hyoung Pak, Big Machine

"The radio spots are very well done. I am very impressed with your work and copywriting expertise. We will be making the changes to the print ad as you suggested. In the future we may work with you to design a totally new print ad. Again I'd like to say I'm impressed with your services. You were prompt, informative, and definitely know your stuff. We will be recommending you to others and doing repeat business."
Joshua Andrews, Health Solutions, LLC

"When people get to the promotion, the promotion has a good conversion rate. In one test, it actually had a 14% conversion to sale... can't ask for much better than that."
David Galland, Casey Research

"I loved the ad! I don't see any reason for revision so I have already put through a check request for the balance I owe you on the ad. We are very excited about this one. I can't wait to see how it does. Thanks so much!"
Alice Wessendorf, Agora Health Book

"I show off the work that we did on lead generation for negotiation -- as well as the conversion program from HMCL -- as big successes."
Paul Szymanski, Harvard Business School Publishing

"Thank you for being very instrumental on making the launch of the wealth management book such a resounding success. It was so successful that we had to request more copies."
-Ingrid Boney, II

"Thanks, Bob! You are awesome to work with."
-Matt Morsa, Stock Secrets, Inc.

"I've spoken to a thousand copywriters over the years and Bob Bly is the best. He knows what he's doing."
-Joe Culotta, Natural Medicine Co.

"I am happy to report to you that your piece out produced the 4 other packages we tested against it. I want to talk to you about another project...."
-Nick Roumi, Pacific Coast Funding

"This is an outstanding letter. Really nice work!"
-Paul Szymanski, Harvard Business School Publishing

"Like the package ... the tone ... I think it's excellent."
-Bill Caskey, Caskey Sales Achievement

"We are very pleased with your copy approach because your copy seems to speak to the neurologist better than the copy in previous promotions. Moreover, your copy presses the sell better and more effectively. I really value your direct marketing copy capabilities and I'm thrilled to have you working with MedLink."
-Jim Chacona, MedLink

"Just wanted to take a moment to sincerely thank you for the hard work and energy you've poured into the Sinatra product package. You are a joy to work with."
-Gail Diggs, Phillips Health

"Thanks again... you did a great job."
-Caleb Cherry, Capital Financial Media

"You are a genius! I rarely love copy this much from the get-go. You hit it on the head!"
-Sara Pond, Nightingale-Conant

"The original ad insert of 'Wall Street's Loss is Your Gain' continues to kick butt -- pulls 12 to 15 subscriptions a week. Not bad for a $500 investment made 5 months ago."
-Charles Mizrahi, Stealth Stocks

"As a marketing professional, for 17 years I wrote my own promotional material. But I am not a professional copywriter. It wasn't until I took my own advice that I started getting the results I deserved. With Bob Bly, I got what I wanted - in the promised time frame - with re-writes - and the results I wanted. Thanks Bob!"
-Mark Amtower, Amtower & Company

"I found your ad copy compelling, powerful...even entertaining. You really communicated the 'feel' of the message we are selling. Thanks for such great work, Bob!"
-Ashley Earnhardt Aiken, Thomas Nelson Publishers

"Bob wrote the most ballsy ad in the history of Dynamic Changes and it set sales records this fall. People couldn't stop themselves from responding."
-Richard Scheffren, Dynamic Changes Hypnosis

"Last year you did all the copy on the What Would Jesus Eat brochure. It was wonderful and I believe is one of the reasons that the book continues to do so very well."
-Pamela Clements, Thomas Nelson Publishers

"Your work for me is outstanding."
-Thomas Massie, BRIDGELINE Software

"Your copy looks great. Thank you for the great job. I want you to know that one of the things I'm grateful for this year is meeting you and developing a relationship which is beneficial to both of us."
-Jack McDonough, U.S. Tax Corporation

"A special thanks to Bob for doing a superb job and making this work so well. I felt like a brilliant puppet in your hands."
-Michael Masterson, AWAI

"Even though he refuses to admit it, Bob is THE Direct Marketing guru...or, at the very least, he's mine."
-Jill Perri, American Consultants League

"Great copy! I love it!"
-Marlene Jensen, The Newsletter Group

"You've done great work with this package. I'm sure it wasn't easy doing all of the research to get all of the facts you've assembled. I learned things reading this package and I think for tech investors, this level of detail and fact finding provides a lot of credibility. I think it's a winner."
-Porter Stansberry, Porter Stansberry's Investment Advisory

"The postcard copy is super!"
-Gary Yondol, Media Planet

"Bob's ad is doing great!"
-Kusko, Dynamic Changes Hypnosis

"Thanks Bob. I appreciate all your work."
-Paul Goldberg, PJ Promotions

"I am thrilled with your package, it is doing great - will roll out as the control."
-Chris Gast, Intuit