Ep. 175: How to Create Content that Converts with Robert Bly

Why is it that some of your content becomes a hit with your audience, while other pieces fall flat? What if you had more influence over determining if the content engages instead of just hoping it connects? Did you know that there is a formula writers use to produce engaging and effective content consistently? 

 

Robert Bly has written over 85 books, including The Content Marketing Handbook and The Copywriter’s Handbook. In this episode, he shares key mistakes marketers make when creating content, how to leverage the motivating sequence to drive conversion, and how to create powerful headlines that get people to click.  

 

 

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Key Insights

• Started off working for the infamous Koch brothers
• Has been a marketing writer for technical products for almost 40 years
• Content marketing is influencing your target audience to be predisposed to what you’re selling through education on a topic
• Examples include articles, white papers, videos, and podcast
• Sales funnel or customer journey is the steps to take a prospect from stranger to customer
• Content should be written and designed to move customers further down the sales funnel
• Find ways to highlight your benefits, while providing insight and value for the user
• Copywriting is rule-driven to be effective and requires the art and science of persuasion
• Motivating Sequence: Get Attention → State the Problem → 3. Position Product as Solution → Provide Abundance of Proof → Call to Action
• Add a sense of urgency – “after that it’s too late”
• The Secret of the 4 U’s: Urgent, Useful, Ultra-Specific, and Unique
• BDF Formula: Believe, Desire, Feelings

 

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Bull’s Eye Tips: 

 

Resources:

The Content Marketing Handbook by Robert W. Bly

 

The Copywriter’s Handbook by Robert W. Bly

 

The Big Book of Words that Sell by Robert W. Bly

 

Apparent Failure:

Made an assumption on a direct mail campaign that was wrong. Evaluated the campaign to find the mistakes and adjust

 

Most Recommended Book:

Essentialism by Greg McKeown

 

Most Recommended Digital/Mobile Resource:

1ShoppingCart.com

 

Daily Habit:

Write for a set amount of time, switch projects when you need a refresh

 

Wish I Knew When I Was Starting Out:

Live below your means

 

Wish I Knew 12 Months Ago:

Facebook advertising

 

Current Curiosity:

Almost Everything – Reading and AstroPhysics

 

Best Place to Grab a Bite:

Anthony’s 

 

Connect with Bob:

Website: www.bly.com

 

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