A recent TV commercial informed viewers that the U.S. Post Office handles 300 million pieces of mail every day. That's a lot of letters. And letters are an important part of communicating with your customers, coworkers, and colleagues.
But how many letters actually get their messages across and motivate the reader? Surprisingly few. In direct-mail marketing, for example, a 2 percent response rate is exceptionally high. So a manufacturer mailing 1,000 sales letters expects that fewer than 20 people will respond to the pitch. If high-powered letters written by ad-agency copywriters produce such a limited response, you can see why letters written by busy business executives (who are not professional writers) may not always accomplish their objectives.
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Bob Bly is a director at the Center for Technical Communication. His practice emphasizes technical writing; business-to-business and high-tech copywriting. Mr. Bly conducts regular seminars and workshops on numerous for Arco Chemical, Solutia, GE, U.S. Army, and dozens of other organizations. He has written more than 85 books including The Elements of Technical Writing (Longman).
Agenda
Faculty
Bob Bly
Center for Technical Communication
- Director of The Center for Technical Communication
- Freelance copywriter and business writing teacher
- Conducts regular seminars and workshops on numerous business writing, technical writing and copywriting topics
- Wrote, The Elements of Business Writing, a 140-page trade paperback, Pearson, over 150,000 copies sold, plus 90 other books
- American Institute of Chemical Engineers, International Association of Business Communicators
- B.S. degree in chemical engineering, University of Rochester
- Can be contacted at 973-263-0562, [email protected] or on Twitter® @Robertbly
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