• Why Direct Response Copywriting is SO different 
• Customer Focus -- Using Customer Input About Their Purchase Decision Process
• Consumer VS Business-To-Business Copywriting - Similarities & Differences
• Why "content copy" is king no matter what the medium
• Do’s and Don’ts Most Writers Miss
• Why long-standing principles of effective copywriting have been around so long
• Formulas and rules to use in everything you write
• The key goal of every direct marketing message
• The copywriter’s toolbox: databases, mailing lists, marketing research, testing and analyses
• The AIDA Formula - why it puts you on the "write" path

• Questions to Ask Yourself... Before You Write Anything
• How to get the full benefit from techniques that have been tested and proven over 30 years
• Response devices - the crucial elements that don’t just stand there but sell 
• Writing a really effective sales letter - on line or on paper
• A winning creative concept and WHAT REALLY IS CREATIVE?
• The strategy and thinking that goes into every successful campaign.
• Test, test, test ... why this DM mindset is the key difference
• Learn from direct marketing critiques and analysis ... bring your writing samples

What You'll Learn...
Information-packed, half-day for people who want to learn:

• Why traditional advertising "creative" approaches are often not effective for direct response.
• What works best for direct response and WHY.
• After targeting the market, we must "market to the target".
• Learn how copywriters use response and customer data to improve response effectiveness.
• Why understanding target audience profiles ensures your copy will be relevant and motivating.
• Why "overdone" creative, with clever, attention-getting copy can fail to deliver results - and how to avoid these failures.
  

Why training in Direct Response Copy & Creative?
With all the new communications technologies emerging, the need for crisp, & effective written communications/design is stronger than ever before. Copy and design are two key items extensively tested when developing new, effective direct response strategies.

So many test factors fail while so few win. The need to test dozens of innovative copy and design concepts is higher than ever. This workshop zeros in on the key elements you need to link your direct response copywriting and design skills - directly to the cash register.

Who Should Attend?
     This workshop is not just for people in "the Creative Department". Anyone who affects the success of your organization's promotions or other marketing efforts:

     Those who plan or supervise Direct Response Copy & Design. Managers, supervisors and coordinators in Marketing, Sales, Advertising or Promotion.

     Owners, partners and principals of start-ups and small businesses. Advertising agency account services staff, production and creative staff

Speaker(s)
George Wehmann
President, Direct Marketing Resources Group, Raleigh, NC

Founder, past president, Carolinas Direct Marketing Association.

     Wehmann's experience comes from Readers Digest Condensed Books Club, American Express, IBM PC Company and Merrill Lynch Financial Services.

     Wehmann has presented at conferences for a variety of trade associationsincluding The American Marketing Association, The Internal Association of Business Communicators, Chambers of Commerce and various entrepreneurial development groups.