COPYWRITING Lessons Learned While Writing Copy

Bob Cargill, L.W. Robbins Associates

According to Bob, writing copy for a living is like being a student all of your life in the school of hard knocks. In this seminar, hell tell what hes learned about copywriting from creative people, account people, clients and customers. Hell share with you a few interesting anecdotes and a lot of great examples of how experienced copywriters solve their own direct marketing problems. Hell also introduce a number of strategies and principles used to trigger a favorable response and win awards for creativity.

Attend this workshop and youre guaranteed to:
" Learn the difference between writing copy
to generate leads, sales and charitable contributions.
" Learn the definition of verisimilitude and how to use it to your advantage.
" Learn how to borrow from pop culture and current events to strengthen your copy.

With more than 19 years of experience in the direct marketing industry as a copywriter and creative director, Bobs work has been recognized with over two dozen awards, including Best of Show honors at the New England Direct Marketing Association Shoestring awards ceremony. Bob is an instructor of the Principles of Copywriting, From Direct Mail to E-Mail for the Bentley College Information Age Marketing program and is a frequent speaker and authority on the subject of copywriting and direct marketing.

CREATIVE Profiting From Your Creativity

Bill McDonough, The Idea Guys

Creativity cant be left to the creative department. Responsibility for generating the ideas and solving the problems that enable a business to compete and prosper must be shared across the organization. Every single executive, manager and employee can, and must, be encouraged to break out of their mental cubicle and use innovative thinking to confront challenges and create opportunities.

Attend this workshop and youre guaranteed to:
" Learn the 2 principles underlying true creativity
" Learn tips, tools and techniques for immediately stimulating your creativity
" See flying snack foods

The Idea Guys have sounded the call for creativity at organizations such as ABC-TV, Stratus, Tufts Health Plan and Sun Life of Canada. When hes not hosting jazz radio programs or writing his monthly column for Jazziz magazine, Bill McDonough can be found at his keyboard, solving marketing puzzles.