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Implementing E-Learning by Lance Dublin, Jay Cross

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Create Direct Mail and Email

Getting your reader’s attention is your first task as a copywriter for your e-learning project. The next challenge is to put your idea across and do it in a way that appeals to the six prime motives of human action: love, gain, duty, pride, self-indulgence, and self-preservation. You may not think that an e-learning course carries this much weight, but it does. You are asking for time and attention from the learner.

Less Email Is More

Email has worked best at Procter & Gamble for recruiting people for learning. Rather than mail-blasting every employee, the organization selectively targets its emailings. Recently they emailed only associate directors in the United States; another time it was only a certain level ...

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