Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

How do you improve your direct mail performance in one fell swoop? You overhaul the "Big Four" - the envelope, letter, brochure and reply form - with new ideas, techniques and maybe even formats. Perhaps only a few tweaks are needed, or a full-tilt updating is required. Either way, we'll show you how to beat the current control and create the next great one.

For such crucial advice, who better to ask than a genuine all-star copywriter/designer? According to Circulation Specialists, Ken Schneider is "on the top 5 list of magazine direct mail writers in the country." With over 30 years of experience, he's written winning packages for over 200 magazines and newsletters like Rolling Stone, National Geographic and the UC Berkeley Wellness Letter, along with clients such as Coca-Cola and Mercantile Bank.

Joining him will be Elaine Tyson, president of Tyson Associates, a consulting firm that provides circulation management services to magazine publishers. She brings 40 years of direct marketing and circulation management experience, and counts dozens of business and consumer magazines as well as associations and nonprofits as clients.

Attend this all-star webinar to learn the following:
- The type of envelope and letter copy that connects with today's prospects.
- Which formats are winning today, and how to maximize their unique benefits.
- The new positions, sizes and tricks that make the reply card more effective.
- The long letter vs. the short letter and the latest techniques (for Johnson box, margins, color, fonts, P.S., etc.) that belong in each.
- Brochures add to the budget, but designing the right kind can seal the deal. We'll show how.
- An insider look at a few gangbuster campaigns, including a rundown of what made each an overwhelming success.

Registration fee: $79

Click here to view this webinar, today!:

Couldn't make it on February 29? No problem! DirectMarketingIQ webinars are archived for 90 days after the live event. Click above to register and get access to this webinar on-demand.

With the latest health care bill headed into the Senate, the insurance industry has probably never been looked at more skeptically than now. So when mail arrives in prospective customers' mailboxes, it had better discuss the reality that most Americans face

Similar to the solid effort from SBLI (see "Archive Report: Insurers Address Economic Fears"), Colonial Penn Life Insurance makes the economic fears that nearly all prospects face today the focus of its mailing. The #10 envelope employs a teaser that is sure to get the attention of most folks today

What's the best way to get inside a prospect's mind? There are surveys, focus groups, market research and customer service centers to collect information about an audience, but sometimes basic direct mail testing is the most straightforward and profitable way to find out which approaches work best

Simple, but effective. A plain 4-1/4" x 9" outer envelope, with the Wells Fargo logo in the corner card and "Benefit Update" in black print floating on the right side, greets the customer. Inside sits a one-page letter. That's it. But between the copywriting and the offer, it's a combination that's going to be hard for other insurance companies to beat, partly because it's offering the customer many different insurance options with different companies, rather than linking up with a single entity.

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