© CTC Publishing

Secrets of the World's Most Successful Software Copywriters and Marketers

Once you master the art of writing sizzling sales copy for software and other technology products, you can make $100,000 to $200,000 a year creating kick-butt promotions for terrific companies that 99% of other copywriters are deathly afraid to work for....

Dear Copywriter:

I'm different than most of the freelance copywriters out there today ... and you can be, too.

It's a difference can lead the way for you to make $200,000 a year or more as a freelance copywriter.

You'll do it in an under-served copywriting niche that is refreshingly free of hype -- and where the hard-sell is not terribly welcome.

In this copywriting niche, your clients are marketing professionals at real companies with serious products ... and the money to promote them.

Not some guy sitting at his kitchen table who wants to pay you pocket change to promote his crappy e-book.

You'll be writing about fascinating technologies ... and challenging marketing situations ... that intellectually engage you.

You'll be working with substantial, ethical, financially stable companies whose products deliver tremendous utility and value.

These corporations pay top dollar to their creative vendors. And their products don't "sell themselves." They must be sold - by marketers like you and me!

If you do a good job (and you will, when you follow my guidelines), you'll be rewarded with lucrative repeat assignments for as long as you want them.

I'm talking, of course, about writing copy for software and technology clients - one of the most lucrative and in-demand copywriting specialties available to you today.

Not only are software companies some of the top-paying copywriting clients out there. But the field is not terribly competitive.

That's because most copywriters make the mistake of equating "software copywriting" with "technical writing" - and run for the hills when a software client comes calling.

But software copywriting is, above all else, copywriting. The key is to sell. And you already know how to do that (if not, I'll show you how).

Software copywriting isn't one-tenth as technical - or as boring - as writing dull stuff like systems documentation and online help.

If you are reasonably intelligent, and know how to ask questions and listen to the answers, you can write copy for software and technology clients ... even if you are not an engineer or programmer.

Mostly it just takes writing skill. The rest I can teach you -- guaranteed. Read on for details....

Do I know the software market
like the back of my hand?

Most of the big-name freelance copywriters today specialize mainly in hard-sell direct marketing, fundraising, financial, health care, and Internet marketing of information products.

Many of them have little or no experience writing for software and technology companies ... and wouldn't know how if asked.

But I "grew up" in technology marketing....

In the late 70s and early 80s, I was on the marketing staff of two B2B companies - first a defense electronics contractor, and then a manufacturer of industrial equipment.

And I've been writing brochures, trade ads, sales letters, white papers, feature articles, and other B2B promotions - for everything from mainframes to semiconductors - for nearly 3 decades.

My software and technology clients include including: Advanced Solutions ... Computron ... Hyperion Software ... IBM ... Isogon ... On-Line Software ... DataFocus ... Cartesia Software ... Mortice Kern Systems ... Yourdon ... Syncsort ... Micro Logic ... Citrix Systems ... Plato Software ... Isogon ...

PLUS: Ascom/Timeplex ... U.S. Robotics ... Atech ... Advanced Systems Concepts ... Wolfram Research ... Symantec ... Digital Linguistix ... Passlogix ... AT&T ... CorSoft ... SurfControl ... HB Pascal & Co. ... Letraset ... Pharmacy OneSource ... Chubb Institute ... MacSciTech ... Clear Software ... SafeApp Software ... Third Brigade - and many more.

But, you may ask, does Bob Bly really know what software marketing? Do his software promotions actually work?

Judge for yourself....

** Convergent Solutions was getting a 1% to 2% response to mailings for the CS/ADS application development tool. A simple wording change to the beginning of their sales letter increased response to 5% -- more than double the control.

** Another mailing campaign, promoting disaster recovery services, pulled a whopping 56% response and generated an immediate $5.7 million in sales for U.S. West. (The mailing won a Gold Echo award from the Direct Marketing Association.)

** On a space ad for Chubb Institute, a computer training company, we doubled the number of inquiries produced over all previous ads ... simply by changing the presentation of the offer.

** For the Novell Companion, a book and diskette product, a #10 package I wrote pulled double the number of orders vs. the control.

** For a publisher of asset management software, a 3-part mailing I wrote inviting prospects to attend a product seminar generated a hefty 20% response - meaning one in five mainframe professionals who got the mailings registered to attend the live event.

I've had a boatload of fun, and still love the challenge of figuring out how to market software - making my copy clear and exciting, while communicating the features and advantages of the technology in sufficient details to convince executives and IT professionals alike to buy.

And while I don't earn the kind of money that Michael Masterson or Clayton Makepeace rake in, I haven't done badly focusing on technology clients....

My annual income is typically $600,000 to $700,000 -- and I became a self-made multi-millionaire while still in my 30s ... most of the money earned writing about software and other technology products.

Now I want to show you how to do the same. If you will let me.

Secrets of getting started in software copywriting revealed at last!

In my big 163-page e-book, The Software Marketing Handbook, I share with you the insider secrets for writing powerful marketing communications your clients will go ga-ga over.

Some of these software marketing methods are mine. Many others are from some of the top software copywriters and marketers today: Ed Gandia, Pete Savage, Michael Stelzner, Mark Bruce, Ivan Levison, Peter Gillberg, and Chris Marlow, to name just a few.


  • 6 tasks your marketing must accomplish to sell more software. Page 4.
  • Hit a bull's eye with your copy by targeting the ideal "software buyer persona" in your marketing. Page 6.
  • How to write promotions that target multiple buying influences. Page 8.
  • The 2 most common white paper marketing mistakes - and how to avoid them. Page 10.
  • How to generate more leads and higher search engine rankings with "content sampling." Page 11.
  • Plan your marketing campaign with "multiple touch points" for maximum results. Page 13.
  • Why features-based technology copy doesn't work anymore. Page 17.
  • A proven 6-step formula for writing more powerful software copy. Page 19.
  • 7 key questions that must be answered before you start marketing your software product. Page 20.
  • How to create marketing materials your sales force will actually use. Page 22.
  • 8 soft offers - and 8 hard ones -- that work in high-tech lead generation programs. Page 26.
  • Should you use flash drives and other electronic merchandise as premiums in software direct marketing? The answer may surprise you. Page 28.
  • How to generate buzz and leads for your software products on Twitter in less than 7 minutes a day. Page 31.
  • Sell more of your software online with an interactive "mini-tour" or demo. Page 34.
  • How e-mail marketing can turn demo viewers into buyers. Page 36.
  • A little-known trick for writing effective e-mail "from" lines. Page 37.
  • How to close more software sales with "reference accounts." Page 42.
  • A planted PR article that brought in over $1 million in software sales and helped put this company's competitor out of business. Page 51.
  • Techniques for selling to early adaptors vs.,15 things
  • A sure-fire way to get lots of testimonials, endorsements, and reference accounts. Page 53.
  • 17 steps to setting up a successful customer reference program - and 9 ways to improve your marketing results with them. Starts on page 57.
  • 7 rules of launching an effective article marketing campaign for your software product. Page 68.
  • Draw more prospects to your content and web pages with these 6 essential search engine optimization (SEO) tips. Page 71.
  • Generate more clicks and visits to your web site by posting articles on these 4 high-traffic article submission web sites. Page 82.
  • A simple trick for maximizing ROMD (return on marketing dollars) from your content. Page 91.
  • How and why to integrate your content with MySpace and other social networking sites. Page 94.
  • Secrets of successful software direct marketing - for direct mail and e-mail. Page 101.
  • Improve your unique selling proposition (USP) and watch your response rates soar. Page 104.
  • How to use Michael Masterson's 4 U's formula to write stronger headlines and subject lines. Page 106.
  • Get inside the mind of IT professionals and other software buyers with the BDF formula. Page 109.
  • Generate more readership and response by reaching prospects on an emotional level and not just a rational level. Page 112.
  • Discover and promote your product's "ultimate benefits." Page 113.
  • The 4 elements every software promotion must have to generate a flood of inquiries, orders, and sales. Page 115.
  • Write more persuasive software copy with the 5-step Motivating Sequence. Page 117.
  • Why so many technology promotions use long copy: the secret of abundant proof. Page 119.
  • A one-word change that increased a software direct mail package's response rates by 15%. Page 122.
  • What works best in e-mail marketing - text or HTML? Page 123.
  • Do bulky, multi-dimensional, elaborate direct mail pieces work? Page 154.
  • Where to rent legitimate opt-in e-lists of IT professionals and other technology prospects. Page 124.
  • Why spend a fortune on market research? Do-it-yourself market research techniques save you thousands, work just as well. Page 127.
  • 6 most important factors determining the results produce by software direct marketing campaigns. Page 130.
  • Should your company logo appear on the outer envelope of your direct mail campaigns? Page 153.
  • An easy change of offer that generated 6X more response than the control mailing at almost no cost. Page 131.
  • Why direct mail produced by advertising agencies often costs a fortune and doesn't work. Page 133.
  • 5 response options you should offer to all your prospects - even if you are convinced they only use the Web. Page 136.
  • The secret of selling to the C-suite and other high level business executives. Page 138.
  • Does forcing direct response campaigns to adhere to branding guidelines hurt results? Answer on page 139.
  • Measure response rates more accurately with these key coding capture and tracking techniques. Page 145.
  • A simple idea for increasing the perceived value, importance, and urgency of product data sheets, catalogs, and other inquiry fulfillment materials. Page 146.
  • Get more mileage out of your "old content" by recycling it for new promotions - without letting prospects know you are doing so. Page 148.
  • Does personalized direct mail pay off in technology marketing? Answer on page 150.
  • And much, much more....

Order now and save $30

The Software Marketing Handbook is no skimpy little 40-page e-book with lots of white space and giant double-spaced type - you know the kind I'm talking about.

It's a detailed, meaty, information-packed guide to software marketing that prints out at a hefty 163 pages - well worth the cover price of $69.

But for a limited time only, I'm offering The Software Marketing Handbook at a special introductory rate of just $39.

That's less than I charge for just 5 minutes of my time - and a savings of $30 off the list price.

However, $39 is your investment only if The Software Marketing Handbook enables you to write killer software copy for promotions that blow old controls out of the water.

If not, your investment is zero. Zilch. Nothing. Nada.

That's because I invite you to...

Use it risk-free for 90 days

That's right.

If you don't agree that The Software Marketing Handbook is the most valuable software marketing manual you've read this century ...

Or you are not 100% satisfied for any other reason ... or for no reason at all ...

Just let me know within 90 days for a full and prompt refund. And keep the e-book free, with my compliments.

That way, you risk nothing.

So what are you waiting for?

To examine The Software Marketing Handbook for 90 days risk-free, just click below now:


Bob Bly

P.S. FREE Bonus Gift! Order The Software Marketing Manual today and you get a valuable FREE 55-page Bonus Report, Secrets of Successful Software and Technology Marketing (list price: $29).

In it, you'll discover even more secrets to successful software marketing, including:

  • 10 steps to selling more software with direct mail that generates a flood of leads and orders - page 3.
  • How to create the perfect high-tech sales brochure - page 12.
  • 10 tips for writing better user manuals - page 49.
  • Promote the heck out of technology products - page 27.
  • 20 secrets of selling software in print - page 43.
  • How to sell software to senior management, end users, and other non-techies - page 24.
  • 6 things I know for sure about marketing to engineers - page 45.
  • Taking the mystery out of software direct marketing - page 29.
  • And so much more....

Best of all, you can keep this big special report absolutely free, even if you return the Manual for a refund. So you come out ahead either way.

To order The Software Marketing Manual ... and get your FREE Bonus Report ... click below now:

About Bob Bly

bly on information marketing Bob Bly is a full-time freelance copywriter specializing in direct marketing. He earns more than $700,000 a year from his 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 over 70 books including The Copywriter's Handbook (Henry Holt) and Business-to-Business Direct Marketing (NTC Business Books). He has published more than 100 articles in such publications as Successful Meetings, 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, the Standard of Excellence award from the Web Marketing Association, and AWAI 2007 Copywriter of the Year. He has also taught marketing at New York University.

Mr. Bly 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.

What they say
about Bob Bly

"One of the best copywriters in the business."
--Michael Meanwell, author, "The Wealthy Writer"

"Bob Bly is one of the most successful copywriters in the world. I've used his services and purchased a lot of his materials -- and always profited from both."
--Bob Serling, President, Idea Quotient

"Considered one of the best copywriters in the country."
--David E. Wright, President, International Speakers Network

"There's no better copywriter than Robert W. Bly, the man I call the 'King of Copy.' He can teach you more about the art and science of marketing than anyone I know."
--Richard Dean Starr

"20 years ago, when Bob Bly starting teaching copywriting, the field was deeply shrouded in mystery. Now, thanks to Bob, learning copywriting, though still a tricky proposition, is much easier."
--Ken McCarthy

"For over 25 years, Bob Bly has set the gold standard in results-oriented business-to-business writing."
--Roger C. Parker, author, Looking Good in Print

"Perhaps the most famous copywriter of all."
--Apryl Duncan

"When it comes to educating his fellow copywriters and marketers, Bob Bly is the master."
--Dianna Huff

"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

"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 outproduced the 4 other packages we tested against it. I want to talk to you about another project...."
--Nick Roumi, Pacific Coast Funding

"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

"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

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

"Great job on the Turnaround Report; it's been a huge success. We've had an incredible product launch, with hundreds of free trials in the first week."
--Marc Stockman, TheStreet.com

"Just to let you know we have been using your 8 ways letter and brochure that you did for us last year with great success. We decided to double our monthly direct mailing. Things are really taking off. I can only attribute that to our increased direct mail program. Thank you for helping us get an effective package together."
--Ray Hardee, Engineered Software, Inc.

"Your e-mail to promote ETR pulled double the response and three times the gross revenue of the control, with a 45% increase in average order size."
--Lisa Bruette, Agora Inc.

"We're very pleased! The piece you wrote has at 43 days resulted in 204 orders and 165% ROI. I have submitted a new mail plan for a rollout for 200,000+ pieces. You'll be getting a royalty payment for this."
--George Rayburn, The Dan Ferris Power Report

"It was a pleasure to work with you. Your stuff just works. You are the best money I've ever spent. Thanks a million!"
--Gail Coopersmith, Coopersmith List Consultants

"Your copy was right on target and played a major role in one of our most successful new product launches."
--Joan Damico, GretagMacbeth

"We're still running both projects you did for us last time. They're still pulling. Great stuff.
--John Leper, Stanford International

"The first four times your half-page, 2-color ad ran in Chemical Engineering, it was the highest inquiry generating ad in the magazine. It even outscored full pages and spreads."
--Bob Berner, Robert K. Berner Associates

"We still are using [the package you did for us]. It still beats all challengers to the control."
--Mark Friedman, Medical Economics

"Potence insert is looking good, currently projected to achieve a 3.64% response with a $60 (three units of purchase) average order."
--Glory Kneass, Drs. Preferred

"The Internet direct mail you wrote for us got an excellent response: 7.55% from a rented list of hard-to-excite prospects."
--Ken Paston, Studebaker-Worthington Leasing Corp.

"Bob, since working with you last fall on the plan to position Unique Truck as a source for all shop equipment, we have cut our catalog mailings 60% with no drop in sales. I look forward to a long relationship."
--Dick Stillwell, President, Unique Truck

"Sizzling stuff... very compelling... top shelf. Thanks for your quick turnaround."
--Patrick Kephart, MasterMedia

"All who reviewed your copy agreed it was terrific. Certainly it's the best DM copy I've ever had to work with, because you've hit the rare combination of good writing and a good knowledge of what you are writing about."
--Lois DeLong, American Institute of Chemical Engineers

"The copy is very good and certainly a fresh improvement on what we've done in the past. Thanks again for your help... the campaign was very successful."
--Scott Thompson, Federal Employees Almanac

"Congratulations. Your Forecasts & Strategies 'Internet Infrastructure' package is a winner... your piece is doing almost twice as good as our 'Y2K Sample Issue' mailing. I am looking forward to working with you again in the future."
--Chris Marett, Phillips Publishing

"Bob Bly, our marketing consultant, helped us produce over 8% response in less than 2 months after we started a marketing campaign. Not only did we get good numbers, we got inquiries from the cream of the crop on our target list. And, we generated about 350% increase in dollar business over the previous year."
--Sheila M. Anderson, President, Commercial Property Services

"The advanced renewal you wrote for Utility Forecaster is doing great! Mailed 4/29... 5.2% response (as of 5/27) and an average sale of $116. Thanks!"
--Lori Bethea, KCI Communications

"Your #10 direct mail package for Sarnoff's Samurai Strategies has beat the pants off the control by more than 3 to 1. Congratulations and keep up the good work!"
--David Yale, M&PA

"The letter is good... approximately 10% responded."
--Stephen S. Flaum, Flaum Consultants

"Here is a contract for four separate direct mail packages. The More Than a Gut Feeling for Sales direct mail package is getting an excellent response-a very big thank you for your help on that project."
--Tiffan Yamen, American Media

"The direct mail package looks great! Thanks!"
--Tammy Ray, Marketing Director, McGraw-Hill Book Clubs

"You sure write powerful copy!"
--Fred Weiss, Studebaker-Worthington Leasing Corp.

"Bly Rules!"
--Murray Raphel, Raphel Marketing

"Mr. Copy."
--Markus Allen, Publisher

"There is no greater authority on business-to-business direct response copywriting than Bob Bly. What impresses me most about Bob Bly is his knack for making things clear and simple."
--Scott Miller

"Bob Bly is among the most accomplished self-employed copywriters in recent years."
--Steve Slaunwhite

"Bob Bly is probably the best business-to-business, high tech, industrial, direct marketing copywriter in the country."
--John Clausen

"Perhaps the most famous copywriter of them all."
--The Writer

"[A] freelance writing dynamo...."
--Writer's Digest

"One of the great copywriters in the direct marketing industry...."
--Ruth Stevens, author, The DMA Lead Generation Handbook

"...[a] copywriting giant..."
--Freelance Writer's Report

"Bob Bly is a human machine who has been outputting high-grade direct marketing copy for decades. I've read a few of his numerous books and have learned much from this pro."
--Larry Chase, Web Digest For Marketers

"Renowned direct marketing practitioner and prolific author Bob Bly [is] nationally recognized for his control-beating copy. [He] knows how to write for results."
--Kansas City Direct Marketing Association

"Bob Bly is in the upper echelon of direct mail and email copywriters and he's an all-around direct marketing guru. In addition to hundreds of successful campaigns for technology clients, Bly has authored or co-authored more then 50 books."
--Bruce Hadley, softwareceo.com

"Bly is probably one of the world's most famous and experienced copywriters. He is also a noted authority on the creation of online copy and online trends."
--The Compulsive Reader

"Bob Bly is a world-class copywriter."
--Paul Hartunian

"I've known Bob for a long time. His stuff is terrific."
--Johne Forde, Copywriter's Roundtable

"Bob Bly [is] a prolific advertising genius."
--Joe Vitale, "Mr. Fire"

"I went to Amazon.com and got a copy of Secrets of a Freelance Writer. Wow! ... I loved it! Packed with info. The book had a 'readability' about it that took away all my fears, put me at ease, and made me feel that I wasn't treading on foreign soil. I kept saying to myself, 'I can do that, I can do that!'"
--Ronald J. Rich

"Your books served as a complete reference when I started my own freelance writing business a year and a half ago. By following the advice you laid out, I quickly reached goals that I had set for year three of my business within the first year. My philosophy is, if you've written it or recommended it, I want to read it."
--Carla Jahnson