The crowd is loud and the arena is dark.

The Direct Mail Doctor’s virtual waiting room is filled. Patients from all over want to find a proven cure for their direct mail maladies.


But that’s no surprise; the good doctor is definitely on a roll. In his last article, he found the antidote for some sticky issues involving envelope messaging and formats.

It’s almost Thanksgiving. What does that mean in your world?

Direct marketers are generally logical, process-driven people. They don’t like scares or surprises and tend to have a rationale explanation for anything that happens in the course of a campaign.

In his last article, the Direct Mail Doctor covered the power of personalization and the vital importance of the P.S.


But now, there are two new cases to contend with.

I can still see their faces as they closed in on me. Eyes burning with raw enthusiasm and a hint of desperation. Hands thrusting leather cases, laptops and iPads forward. And mouths opening in unison to ask the same burning question.

In his last article, the Direct Mail Doctor offered some healthy advice about the amount of information in direct mail letters and whether or not to include a response device.

But the good Doctor’s work is never done.

I have a neighbor who is a defense attorney. One year at our block party, I asked him what he thought of “Law & Order.” He smiled slowly and confessed, “It’s not really like that.”

Direct marketing certainly has its share of maladies. Sinking response rates, a lack of campaign cohesion and trying to stand out in a cluttered mailbox are all common symptoms.

Fortunately, the Direct Mail Doctor is keeping office hours and standing by with proven remedies. Here are some of the cases he is currently working on.

Moses was not a marketer, but he clearly knew how to deliver a message. Those stone tablets would make anyone stop and pay attention.