Robert Lerose

As a copywriter, I'm often asked which headline techniques work best for getting an envelope opened or a landing page read. Because the importance of the headline can't be overstated, it's not surprising this subject has been explored endlessly.

Recently, in a webinar for Inside Direct Mail entitled 25 Secrets to Help Your Creative Teams Thrive!, a top-level creative team revealed exactly how copywriters, designers and clients can work together successfully and prosper. After all, when every dollar you invest must work harder and go further, getting the best work from your creative teams is essential.

Today, when every dollar you invest must work harder and go further, getting the best work from your creative teams couldn't be more important. But why do some relationships fizzle while others soar?

Register today to hear a top-level creative team reveal exactly how copywriters, designers and clients can work together successfully and efficiently. They'll discuss:

* A step-by-step program for overcoming obstacles and producing promotions on time, on budget and on message

* Specific ways to build mutually beneficial relationships with your creative teams, whether freelance or on staff, and keep them producing year after year

* Samples of their creative work with behind-the-scenes discussion on how they conceived, shaped and produced the final packages.  (You'll take away lessons that you can apply in your next creative session!)

Registration fee: $79

Click here to register today!

With Paul Barbagallo In June, freelance copywriter Robert Lerose was named "America's Greatest Thinker" after winning the 2004 Great American Think-Off competition in Minnesota. To enter, contestants submit a 750-word essay stating their position; four finalists are chosen, who then must argue their case in front of a live audience. This year's topic: "Should Same-Sex Marriages Be Prohibited?" Lerose was awarded the title and a check for $500. Lerose has scribed control packages for Institutional Investor, KCI Communications and Panel Publishers. He now pauses to reflect on his copywriting mentor, boring, product-centered copy and the lasting impression of Mother Jones. PB:

Nope. And a 50-percent lift in response proves it. By Robert Lerose As all circulation pros should know, the real money is in renewals, not new subscriber acquisitions. Advance renewals head the list. They are, in effect, an attempt to get your subscriber to renew long in advance of the start of your "regular" renewal series and longer still from the expiration of his subscription. In the spring of 2003, I was contacted by KCI Communications, a Virginia-based publisher specializing in investment publications, to come up with a new advance renewal for their Utility Forecaster newsletter. Utility Forecaster, edited by

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