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Session Information

DMA:2010 Annual Meeting

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Creative Masterclass

Track : Creative and Lead Generation

Program Code: 300

Date: Monday, October 11, 2010

Time: 11:15 AM to 12:15 PM EST

Location: 124 / Lower Level

PRESENTER :

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Herschell Gordon Lewis, President, Lewis Enterprises

"Herschell Gordon Lewis is former chairman of Communicomp, a full-service direct marketing agency absorbed into Interpublic. He now heads Lewis Enterprises, through which he writes and consults individually for clients in the U.S. and a number of other countries. He is arguably the best-known direct response writer and consultant in the United States.

Mr. Lewis's background includes more than 20 years as adjunct lecturer to graduate classes in Mass Communications, Roosevelt University, Chicago. His thirtieth book is Hot Appeals or Burnt Offerings, an exploration of effective fund raising methods. Mr. Lewis’s recent books include the wry Asinine Advertising and Marketing Mayhem, published by Racom Books (Racom also is the publisher of a new third edition of Open Me Now and On the Art of Writing Copy); and Effective E-Mail Marketing, published by the American Management Association. " "Herschell Gordon Lewis is former chairman of Communicomp, a full-service direct marketing agency absorbed into Interpublic. He now heads Lewis Enterprises, through which he writes and consults individually for clients in the U.S. and a number of other countries. He is arguably the best-known direct response writer and consultant in the United States.

Mr. Lewis's background includes more than 20 years as adjunct lecturer to graduate classes in Mass Communications, Roosevelt University, Chicago. His thirtieth book is Hot Appeals or Burnt Offerings, an exploration of effective fund raising methods. Mr. Lewis’s recent books include the wry Asinine Advertising and Marketing Mayhem, published by Racom Books (Racom also is the publisher of a new third edition of Open Me Now and On the Art of Writing Copy); and Effective E-Mail Marketing, published by the American Management Association."

Description

With motivators adjusted and adapted to the second decade of the 21st century, the fast-moving Masterclass continues to provide creative tips that just aren�t found elsewhere. Examples are the simple but elusive rules comprising The E-Mail Catechism � the Avoid Five Rule � techniques for analyzing social media � and ways to avoid the Bore/Snore Effect. Equally valuable is ammunition for recognizing the emotional and salesworthy difference between apparently similar words.

No items are available for this session.