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Welcome to Target Market Insights. A podcast to help real estate investors navigate neighborhoods through the lens of local experts. In each episode, we speak to local specialists to learn about their market, useful tips, and the latest trends and developments. This show is designed to help you with the insights you need to win your target market.

Mar 20, 2020

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: 



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:


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:



Connect with Bob:



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