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Session Information

DMA:2010 Annual Meeting

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Fast & Furious Creative Workshop - Part IV

Track : Intensives

Program Code: 160

Date: Sunday, October 10, 2010

Time: 1:00 PM to 2:25 PM EST

Location: 121 / Lower Level

SPEAKER :

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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

Part IV
1:00 P.M. � 2:15 P.M.
Some quick, basic rules for envelope copy, sales letters, telemarketing, and easy-to apply �gimmicks� prove how easy it is to transform nondescript communications into communications that churn with power. A rapid reminder of how best to communicate with the expanding �senior� market, some rules about the best use of illustrations, and a wide open question-and-answer period conclude this unique workshop.
Learning Points:
� Dynamic sales letters have new muscle, enabling direct mail to compete effectively against intruders geared to shortened attention-spans.
� Here are quick rules for messages to specialty markets
� Candid answers to any pertinent questions.

No items are available for this session.