How to Prepare a Seminar Brochure

1. Get Outside help from freelance art, copy and marketing professionals. In-house staff may be too busy or not qualified.

2. Make the brochure readable and easy to follow. Use loose groups of text with key benefits and features graphically highlighted.

3. Use graphic elements to maintain readers interest and to make key points.

4. Test an 800 number.

5. Use a self-mailer to maximum so that organizational pass-along is greatest.

6. Before printing, check with postmaster on self-mailer's design.

7. Mention future seminars in your brochure.

8. Ask attendees to fill out a comment card and permission to use their comments.

9. Try to have your mailing label returned with your reply card - to track response.

10. Key code each list separately.

11. Try to avoid using identical or similar lists from several brokers.

12. Use your marketing professional expert to advise for identifying other prime markets.

13. Fundamental Direct Marketing demands a systematic tracking effort.

14. Test new lists regularly.

15. When selecting titles, be as wide as possible to get the correct person in larger companies.

16. Segment your lists by job function and second by job title.

17. For specific programs, select by specific industries by Standard Industrial Codes or S.I.C.s.

18. To reach managers, select branch offices and plant locations.

19. Consider selecting firms by sales volume and or employee size.

20. To reach all decision makers, select Presidents/CEO's, Personnel and Training Directors.

21. Consider testing Canadian markets.

22. Respond to all inquiries in 48 hours.

23. Do not overlook the vice presidential titles of Senior, Group and Executive Vice President. These are an excellent resource for prospects and referrals.

24. Be sure your phone is answered by a competent person.