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Crash Course #6: Direct Marketing Creative Savvy

Lee Marc Stein
Ruth Stevens
Thu., Jan. 25, 2007, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 3 star(s)

“Advertising is advertising” some would believe. The truth is that successful brand advertising and successful direct response advertising have very little in common.

Direct marketing communications have different goals, strategies and tactics. Successful direct marketing requires a different mindset than brand advertising. In direct marketing, success is measured by our bottom line. It is because of this emphasis on results that those stepping into direct marketing programs for the first time need guidance from professionals.

In this information-packed session, you’ll discover why direct marketing creative is so different from brand-building creative. You’ll find out the 5 biggest mistakes in developing direct marketing creative and 10 sure-fire ways to improve your results.

This 90-minute session will offer dozens of examples of good and bad creative. These examples will come from both B2B and B2C efforts, and from lead generation as well as direct sell campaigns. You’ll see direct mail, print advertising, inserts, emails, and landing pages.


Lee Marc Stein is a direct marketing consultant and copywriter with over 40 years experience. He has developed programs for marketers in the publishing, insurance and financial services, technology, and business-to-business arenas. Prior to forming his consultancy in 1997, as an agency executive, Lee worked with companies like Chase, Colonial Penn Auto Insurance, Dial Corporation, Hertz, Mead Johnson, The Money Store, and U.S. Airways. He also held marketing management positions at Standard & Poor’s, BusinessWeek, and McGraw-Hill Information Systems Company.

Lee received the Direct Marketing Club of New York’s 2006 Silver Apple Award for outstanding contributions to the industry. He taught at NYU and Hofstra, and has spoken at 100+ industry conferences. He writes a bi-monthly column on creative strategy for Inside Direct Mail. His newsletter is available at

Who Should Attend?

Marketers new to direct marketing—or veteran direct marketers who want to refresh their skills.

What Will You Learn?

  • How to get the most from your creative team
  • The relationship between copy and design in various media used in direct marketing
  • How the medium shapes the message, and how direct mailers are learning from online marketers
  • Why benefits are more important than features in most direct marketing applications
  • What copy platforms work time-after-time
  • Action devices that drive response

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