Product Description
“Good business-to-business approach selling is no accident. The second book of Bob Bly’s book helps approach marketers of all knowledge levels discharge guesswork. This book belongs upon a bookshelf of any approach marketer. Unlike alternative books, you’ll be starting behind to this a single so mostly it will never accumulate dust. Cookbooks have been helpful, though a genuine worth of Business to Business Direct Marketing is a resources of knowledge which Bob Bly brings to any page. From high… More >>
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All too often direct mail is given short shrift by many in marketing and advertising. After all, it has no place in today’s Web world, right?
Wrong!
Bob Bly, one of the acknowledged “jedi masters” of direct mail marketing provides a clear, well-written (duh) guide that should be near-at-hand of anyone who has something they want to sell. Why? Because well-crafted words work! Following the key principals that Bob lays out here will help you write promotional material that better connects with the reader.
It doesn’t matter if you have to write a direct mail letter, a sales letter, a Web page, a brochure, or whatever. Your goal is to connect with the reader, to establish a level or rapport, and, dare I say it, trust.
And if you connect better with your audience, you’ll sell more. Simple as that.
Rating: 4 / 5
The best book I’ve found on B2B marketing. Bly’s straightforward writing style makes it easy to understand the different direct marketing mediums and how to utilize them for success, especially for lead generation and keeping your company’s name first in a customer’s mind. I amazed more businesses don’t use these techniques. The chapters on hard sell and soft sell marketing should be read by every marketing manager as Bly explains where and how to use these selling techniques. Another great section in this book is the “Checklist of Direct Response Tips and Techniques” so you can refer to these bullet points when you need guidance in creating sales letters, direct mail packages, self-mailers, postcards, ads, brochures, catalogs, newsletters, websites and more.
Rating: 5 / 5
The book offers many useful advices, which I have already applied at work. Some issues regarding e-marketing are little bit outdated (the book was written in 1998), but it’s overall still a good investment.
Rating: 4 / 5
Business to Business Direct Marketing focuses on what you need to know as a business leader or as a copywriter to produce effective B2B direct marketing campaigns. Bob not only explains what needs to be done, by why. The book is filled with clear examples from past successful campaigns.
Whether you are a marketing manager or a copywriter, you need this book.
Rating: 5 / 5
As many other mention, this is a very good book. It clearly demonstrates the unique fundamentals of marketing to business buyers: their process and concerns. It contains descriptions on numerous methods of marketing to business and then the actual details of execution. You can tell this book is written by someone who makes his paycheck by marketing to businesses. There’s also good explanation of some of the common mistakes and weak points of execution that others fall into.
The book also hits a homer on detailing how to write good copy. The advice is applicable for whatever your message is and how that message is delivered, and how to get your message through.
I take off one star because this book was published in 1998 and contains little advice on Internet marketing, which is now a major component of a company’s marketing effort. Instead, the book goes into great detail on direct mail marketing, which I suppose was big in its day, but is less relevant today.
Rating: 4 / 5