Part II
2:00 P.M. – 4:30 P.M.
This session attacks and dissects common misconceptions that can damage the effectiveness of a direct marketing message. Which brings greater response: present tense or future tense? “When” or “If ”? Hard or soft comparisons? Discover logical answers to these questions. Learn “The Four Great Laws” – and equip your creative team with weaponry that, while not assuring brilliance, will assure that the message won’t be a mismatch with its targets.
Learning Points:
• Elements seldom considered but always germane are here for exploration.
• The “Four Great Laws” put a solid floor under every direct response message.
• The most valuable weapon of all is one you should paste on your keyboard.