Direct Marketing University Pre-Conference Intensive

This fast-paced overview of the most successful direct marketing seminar in America is packed with examples of how to squeeze every ounce of value from your marketing budget. You’ll master the cardinal principles of direct marketing, learn what experts know about lists and targeting, combine your brand with an irresistible offer, write copy that won’t be ignored, and understand the critical elements of testing.

Part 1: Direct Marketing’s Cardinal Principles
It’s not advertising, it’s sales. Master the eight cardinal principles of direct marketing so that your “common sense” doesn’t lead you astray, and instead makes you successful.

Part 2: Creating Irresistible Offers That Get a Response
The foundation of direct marketing is the list, offer, and creative execution. “Make the right offer to the right audience at the right time,” is a Golden Rule that is easier said than done. We’ll explore elements that make the offer irresistible and melt away buyer inertia.

Part 3: List Targeting, Segmentation and Database Marketing
Expert direct marketers know the most brilliant creative execution will fail if sent to the wrong people. Learn how to navigate the world of lists, segmentation, and targeting in order to avoid making mistakes not visible on the surface.

Part 4: Direct Marketing Creative – What Does It Take to Be Successful?
Learn what questions to ask to develop successful creative: What purchase drivers you should tap into?; how do you break through the clutter?; what will make your copy impossible to ignore?; and many more.

Beth Smith, Owner, Smith Browning Direct
Robin Riggs, Chief Creative Officer, LW Robbins



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