DMD New York Conference Sessions

DM Days New York

CREATIVE STRATEGIES FOR ACQUIRING AND RETAINING CUSTOMERS IN THE AGE OF DISBELIEF
Track: Creative

Wednesday, June 4 - 2:20 p.m. to 3:10 p.m.

In the age of disbelief, creative strategies and execution require different mindsets. Consumers are smarter than ever, and have more ways to find the truth. We can't fool prospects with even partially misleading copy or disappointing offers and expect to "build customers."

This session looks at the implications for those involved in direct response creative who are working in this age of disbelief. It explores what consumers find deceptive and what turns them off. It provides examples of creative as delivered by mail, print, e-mail and the Web...analyzes their ability to suspect disbelief... and suggests techniques for generating trust, response, and loyal customers.When you leave this session, you will know...

What turns consumers off to direct response advertising.
How to analyze the Believability/Sympathy Level in any piece of creative.

10 tips that you can use immediately to suspend disbelief and improve response.

Speaker(s):
Lee Marc Stein, President, Lee Marc Stein, Ltd.

Lee Marc Stein is a direct marketing consultant and copywriter with 40 years experiencewith strategy and creative development. His expertise includes lead generation, direct response advertising, and customer retention. He has developed hundreds of direct marketing campaigns, and has taught at New York University and Hofstra.

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