Jeffrey Dobkin

Jeffrey Dobkin is a copywriter and a funny and motivational speaker on sales and direct marketing. His advertising and marketing agency specializes in creating highly responsive letters, booklets and direct mail. 610-642-1000 rings on his desk. Visit www.JeffreyDobkin.com to learn more.

Articles by Jeffrey Dobkin

• ‘Oh, I forgot to mention ...’

  Thursday, June 04, 2015

  It's your reason to call. It's what you didn't tell them in your letter, postcard or your last phone conversation. Sure, you're continually mailing your best prospects to get them to call you — or at least that's the primary objective of the mailing pieces I create for my clients. And you're mailing to customers all the time to make sure you keep up your relationship with them, where your calling goals lean toward continually building their confidence and loyalty.

• The inventor’s initial 10-step marketing plan

  Tuesday, February 17, 2015

  One of my readers asked, "How do I market a product?" Yeah, the question was just that simple. And here's your simple answer: Invest time, money or energy. Or just pick two. Or maybe it is just that simple.

• Press releases: Double the chance your release will be published

  Wednesday, November 12, 2014

  When writing a press release write the "objective" first. The objective is the specific reason of why you are writing the release. What do you want to achieve? What do you want to happen? Most of my press releases are about marketing products. So I ask myself in a more sober — I mean somber — moment, "If the press release works perfectly, what do I want the reader to do?"

• The 100-to-1 rule: Creating the best headlines

  Wednesday, October 29, 2014

  Nobody uses the first draft in copywriting — at least none of my friends do. This, of course, depends on their hangover. While I don't like to waste time writing copy that isn't going to be used, it's just as important to edit severely as it is to write succinctly.

• Writing the letter that gets you more referrals

  Tuesday, October 14, 2014

  What's the best way to get more referral business? It's by writing a thank-you letter. Here's how it works: First, you get a referral. I know — I'm as surprised as you are, but sometimes it happens. Someone liked you, and somewhere down the line they passed on some good words to a new customer or prospect who calls you.

• 17 tips for creating effective press releases

  Thursday, July 10, 2014

  A press release is the most valuable single sheet of paper in all of marketing. You send this short, crisp, one-page document to a magazine or newspaper editor. If published, it appears as if written by the editorial staff. A simple press release is the best and cheapest way to get media attention.

• Using postcards to generate calls and referrals

  Monday, June 16, 2014

  A letter is the best marketing tool. In a letter, you have time and space to sell, sell, sell. You can explain benefits and features. You can show facts and figures. But a letter is a lot of work and expense.

• 7 ways to easily track advertising and PR

  Tuesday, May 13, 2014

  Tracking advertising and measuring the effectiveness of publicity is tough. I'm sure you have correctly guessed this from the difficulty you are having. If you're wondering whether others are having the same problem, they are.

• Marketing with postcards — Part II

  Monday, April 28, 2014

  ​Short crisp and to the point, postcards are one of the best ways to market most any kind of product or service. Closing sales isn't the priority for their short format.

• Marketing with postcards — Part I

  Thursday, April 10, 2014

  How can you stay in your customers' minds? It's easy with a few postcards. Mail postcards to prospects and customers every few weeks, and they'll think of you first when they need something. They'll pick up the phone and call you when they're ready.

• The 13 best marketing tips

  Wednesday, March 26, 2014

  I have been involved in direct marketing since ... my God! Am I that old already? Over these years, I've learned a few tricks and stored them away. Anyhow, here's a short list of some of my best tips of all time.

• The 16 best lines in marketing

  Wednesday, February 12, 2014

  It's difficult to stand out in a crowd, yet sometimes all it takes is a good line to garner a little notice. Like old friends, these 16 best lines in direct marketing are great to have at the ready.

• Online search: The SEO 3x5 search matrix

  Wednesday, January 22, 2014

  The toughest part of online marketing is driving people to your website. No online search strategy = no visitors = no payoff. No money means it's a movie and a diner on Saturday night — not the theater and The Capital Grille. See how important search engine optimization can be?

• Promotional tools designed as surveys

  Wednesday, December 11, 2013

  Surveys are useful for gathering all kinds of marketing data, and when they're completed they make great birdcage liners. Oh, did you want clients to provide you with useful data? Forget it, that's not what they're good for. Unless you mail a bajillion of them, results are unreliable. Surveys do get high readership, so use it as a promotional tool. Acquaint prospects and customers with your company, new products or your services. Even reacquaint your old products and services. The important part is by simply reading your survey, they'll keep you in the top of their mind and learn about your newest offers. Let me explain a few unusual survey techniques.

• You emailed? Try a letter next time

  Tuesday, December 03, 2013

  Yes, I'm sure I received the email from you, but just refresh me — what was it about? Isn't it the same on your computer? Thousands of pieces of information showing up in electronically-charged ions every day? When do you get free time to read it all? Answer: You don't. So, here's the problem: Computer overload, too much information. Everyone is taking precise aim right at my monitor. But there's good news, too. You don't have to send everything by email.

• Internet marketing: Don’t waste your time on the Internet

  Monday, November 18, 2013

  ​Small business advice: You don’t need a "great" website. What Internet marketing expert told you that you did? Is the Web a viable way to earn a living? Sure. If you have the time, money and the talent. And the staff. Then, add more time, money and staff because everything changes rapidly. Here's what you’re doing wrong and what to do about it.

• Who cares about ‘likes’ anyway?

  Monday, November 11, 2013

  The answer is no one. Do you have a big "like" button wasting space on your website? Do you send visitors unimportant requests to "like" you, instead of valuable requests such asking for referrals? I guess you see where this is heading. What’s the value of a like? Not much, really.