Quotations by Robert W. Bly

Some e-marketers avoid "FREE" in the subject line. Despite spam filters, "FREE" typically lifts response. [2005] - Robert W. Bly

In the first paragraph, deliver a mini-version of your complete message. State the offer and provide an immediate response mechanism, such as the option of clicking on a link connected to a Web page. After the first paragraph, present expanded copy that covers the features, benefits, proof, and other information the buyer needs to make a decision. The offer and response mechanism should be repeated in the close of the e-mail. Use wide margins. Limit yourself to about 55 to 60 characters per line. Include an opt-out statement. [2005] - Robert W. Bly

Large picture at the top, headline underneath, body copy in two or three columns under the headline, logo and address in the bottom right-hand corner. Setting the headline in big, bold type. The coupon should appear in the lower right-hand corner of the ad. If you want people to respond to your ad by phoning, set the phone number in large type at the end of the body copy. Full-color gets more attention and gives a better impression than black and white. The simpler the layout, the better. Type should be set in black against a clear white background. [2005] - Robert W. Bly

Photos make better visuals than drawings. "They are more real, more believable, than illustrations. Photos should be sharp, clear, and simple. Professional photography is expensive but necessary in advertising. [2005] - Robert W. Bly