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Fast & Furious Creative Workshop

Saturday, October 9
Part I, 10:00am-12:30pm
Part II, 2:00pm-4:30pm

Sunday, October 10
Part III, 9:00am-11:15am
Part IV, 1:00-2:25pm

The ability to generate response with our messages has become more complex. Three factors have changed the total demographic: the surge of new electronic “social” media as challengers; the resulting dramatic increase in competitive media choices; and shortened attention spans. In concert, these developments have altered the direct marketplace. “Old-timers,” still thinking in twentieth century terms, inevitably lose market share. This workshop supplies ammunition for competitive superiority in this brutal new environment.
NOTE: The workshop continues as a single piece. Segments may begin or end based on participation.


  Herschell Gordon Lewis, President, Lewis Enterprises

Part I: Prelude
We’re in the fourth era of force-communication. Will there be a fifth? Surprising new discoveries can be helpful or deadly, depending on your willingness to understand and adopt them. Words have octane. The professional communicator should be able to recognize and implement variable language for fractional differences in impact that can have a profound effect on response. For example, what is the difference between “3” and “three”? Between “buy,” “purchase,” and “acquire”? The jump in effectiveness can be surprising.

Learning Points:

  • Twenty minutes of understanding will forever end casual and thoughtless word choice.
  • Getting rid of confusion and weakness, once and for all.
  • Here are typical examples you can start using effectively, today.


Part II
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.


Part III
Wording has to match not only the demographic/psychographic profiles of the intended recipients, but also the medium. What works in print may not work in electronic media. The exploration of a wide-ranging group of subjects – matching copy to illustrations, long versus short email subject lines, usefulness or uselessness of social media, and in-your-face messages – will illustrate the necessary difference between 21st century communication and that of a decade ago.

Learning Points:

  • Misconceptions about effective web marketing will be wiped away.
  • See samples of arrogant or stupid mismatch of copy and illustration.
  • Review the danger of reliance on traditional “twentieth century” approaches.


Part IV
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.