Often overlooked in direct marketers' obsession with everything from new list-segmentation techniques to new response-tracking technologies is the fact that the best directmail piece is a personal, emotional, heartfelt communication from one human being to another. This session will be a back-to-basics reminder of the importance of powerful, persuasive letter-writing as the ultimate foundation of all effective direct marketing. Ill-written, word-phobic directmail copy doesn't produce results! Attendees will learn to recognize it, avoid it, and replace it with sophisticated copy that WORKS, and doesn't talk down to its audience ever.

Learning Points:

-Writing directmail copy in a consumer and business marketplace of declining literacy and plummeting verbal sophistication
-The crucial, continuing importance of words in a graphics- and visual-intensive age
-How dumbing-down your copy means dumbing-down your product - and why you MUST avoid it