Direct Mail Mastery

Direct Mail Mastery fully equips you to confidently spec, create and manage promotional mailings -- to existing customer segments and to prospects as well.

Who is this program for?

In short, anyone tasked with a postal mail project -- and, in particular, for those who have limited experience with such projects. 

How is Direct Mail Mastery delivered?

The program is available two ways:

First, as a 15-unit, 8-week public program delivered over the Internet as a series of webinars. The program includes 7 teaching sessions, 7 follow-up Q&A sessions (usually held 24 hours apart) and a bonus "wrap up" session in the 8th week.

The live sessions are recorded and participants may replay them at their convenience. Public programs are limited to a maximum of 18 participants per session.

The next public session starts on Tuesday, June 16,2015 (Special Summer Session)

Second, Direct Mail Mastery is offered as a customized corporate program, which may be Internet-based or held live at the client's office.

How can I learn more?

You will find a week-by-week overview of the program appears on the right-hand side of this page.

Once you've reviewed it, if you still have questions, we'd be happy to address them. Simply e-mail us or call David personally at 416-253-1224. Thank you.

 

What is covered each week? 

Week 1: An overview but not a throw-away. This important session begins to explore the relationships between the four structural elements of direct mail: (1) the list or lists being used, (2) the offer(s), (3) the creative elements being used and (4) the copy (and the images) that appear throughout the mailing package.

Week 2: Why less is more. This session is a deep dive into customer segmentation -- and why, almost always, promotional mailings that focus on a tightly-defined audience cost less and produce better results.

Week 3: An insider's guide to renting lists. If you're not using your own lists for your promotional mailings, you need to get the names from somewhere. But where? This section reviews the entire list rental process, with examples.

Week 4: Developing your offer(s). This key session explores world of "offers" and answers key questions you should ask in creating offers for your audiences.

Week 5: Which format should you use? A direct mail campaign may be a single postcard... a 64 page magazine or almost anything in between. This session looks at different offer options and provides suggestions for the best format to use in different situations.

Week 6: The magic words. Here you'll learn the 30+ "magic words" in direct response marketing and the many other ancillary words that support them.

Week 7: Pick any 2: There are three variables in the production of direct mail campaigns -- price, quality and delivery time. Conventional wisdom says you may only pick 2 of these. This session gives you an approach that lets you choose all 3.

Week 8: BONUS WRAP UP: In this special section, we will take a hypothetical campaign from concept to mailing and, in the process, highlight the key points from the complete series of Direct Mail Mastery learning sessions.

Direct Mail Mastery fully equips you to confidently spec, create and manage promotional mailings -- to existing customer segments and to prospects as well.

Who is this program for?

In short, anyone tasked with a postal mail project -- and, in particular, for those who have limited experience with such projects. 

How is Direct Mail Mastery delivered?

The program is available two ways:

First, as a 15-unit, 8-week public program delivered over the Internet as a series of webinars. The program includes 7 teaching sessions, 7 follow-up Q&A sessions (usually held 24 hours apart) and a bonus "wrap up" session in the 8th week.

The live sessions are recorded and participants may replay them at their convenience. Public programs are limited to a maximum of 18 participants per session.

The next public session starts on Tuesday, June 16,2015 (Special Summer Session)

Second, Direct Mail Mastery is offered as a customized corporate program, which may be Internet-based or held live at the client's office.

How can I learn more?

You will find a week-by-week overview of the program appears on the right-hand side of this page.

Once you've reviewed it, if you still have questions, we'd be happy to address them. Simply e-mail us or call David personally at 416-253-1224. Thank you.

 

What is covered each week? 

Week 1: An overview but not a throw-away. This important session begins to explore the relationships between the four structural elements of direct mail: (1) the list or lists being used, (2) the offer(s), (3) the creative elements being used and (4) the copy (and the images) that appear throughout the mailing package.

Week 2: Why less is more. This session is a deep dive into customer segmentation -- and why, almost always, promotional mailings that focus on a tightly-defined audience cost less and produce better results.

Week 3: An insider's guide to renting lists. If you're not using your own lists for your promotional mailings, you need to get the names from somewhere. But where? This section reviews the entire list rental process, with examples.

Week 4: Developing your offer(s). This key session explores world of "offers" and answers key questions you should ask in creating offers for your audiences.

Week 5: Which format should you use? A direct mail campaign may be a single postcard... a 64 page magazine or almost anything in between. This session looks at different offer options and provides suggestions for the best format to use in different situations.

Week 6: The magic words. Here you'll learn the 30+ "magic words" in direct response marketing and the many other ancillary words that support them.

Week 7: Pick any 2: There are three variables in the production of direct mail campaigns -- price, quality and delivery time. Conventional wisdom says you may only pick 2 of these. This session gives you an approach that lets you choose all 3.

Week 8: BONUS WRAP UP: In this special section, we will take a hypothetical campaign from concept to mailing and, in the process, highlight the key points from the complete series of Direct Mail Mastery learning sessions.