Bob Bly is the author of over 75 books and is probably best known for his copywriting skills. I spent some time catching up with Bob on the Duct Tape Marketing Podcast discussing his most recent book – The White Paper Marketing Handbook.
Any reader of mine will likely already know of my affection for using information products as a way to generate interest from a prospect. Bly’s book is the first and only devoted entirely to this subject. Bob calls this approach “Edu-marketing.” Whatever you call it, you need to employ it.