Over two intensive days, this Professional Workshop covers creative techniques to boost response, geared to today's hypercompetitive and media-rich environment. Included are contemporary tips for all media — direct mail, email, website, broadcast, catalogs. Easy and logical hands-on practice help cement recognition of the principles. The Workshop has four segments, and although pace depends on participation, these are the sequences attendees can expect:

How to make response-producing word choices

• Getthe Hard-boiled description of what "direct response" means
• Learn rends for the 21st century
• Discover words that increase or damage response
• Discover the difference between an intellect-based appeal and an emotion-based appeal
• Learn why a finite number outpulls "lifetime"
• Practice target-individual comparative reactions to word choices
• The three bases of direct response success
• Discover how to project implicit benefit