A Winning Bob Bly Strategy to Land Potential Clients

I recently started using a strategy I learned from Bob Bly, Joe Vitale, and Debbie Weil to boost client response. And is it ever working!

The strategy came from one of Bob’s recent "Selling Yourself" Teleconferences – and it is very easy to implement. What is it? Simply using an e-zine to keep your name and your skills at the forefront of clients’ and potential clients’ minds.

If you don’t think you’re familiar with e-zines, you’re wrong. You’re reading one now. An e-zine is an online or email-based newsletter.

Your personal e-zine should have one purpose: to sell yourself to potential clients. In the Teleconference, Joe, Debbie, and Bob passed on several key steps to accomplish this.

Step #1: All successful Internet promotion … including the strategy of using an e-zine for self-promotion … starts with having your own website. (We’ll cover starting your own website in several future issues of The Golden Thread.)

Step #2: Make your e-zine quick and easy to read online by using a "Quick Reading" format. If your subscriber doesn’t read your e-zine as soon as he opens it, he’s likely to skip it and delete it later – unread.

To make your e-zine a "quick read," it should have no more than 5 short useful and interesting articles … and the entire issue should never take more than 7 minutes to read.

Step #3: Use text formatting, not HTML. Joe, Bob, and Debbie all agree that this is best for most e-zines. HTML copy looks like more like a promotion and less like an informational piece. HTML copy also looks like there’s more to read … which defeats the power of the "Quick Reading" format. In addition, many people read their email – including e-zines – on cell phones, where HTML just won’t work.

The exception is if you’re sending to a subscriber list that wants and needs HTML, such as graphic designers, Web masters, and the like.

Step #4: Be regular, but don’t overwhelm. Bob sends his e-zine monthly. Debbie sends her twice monthly. You may choose to do distribute yours more frequently, but do not make it more than once a week. If you do, your e-zine won’t get read regularly. If you increase the frequency and get a lot of "unsubscribe" messages, you’ll know that you’re sending it too often.

The Teleconference ended with this Joe Vitale "Million-Dollar Tip":

"Write a special report and offer it for sale on your website. But offer it for free if the visitor subscribes to your e-zine.

"List this report on eBay for its cover cost. Then have a link on the offer that takes the eBay surfer to your website so he can subscribe to your e-zine and get your report for free. And there you have another subscriber for no cost to you!"

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


Click to Rate:
Average: 5.0
Published: February 21, 2005

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)


This name will appear next to your comment.


Your email is required but will not be displayed.


Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters


Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)