Making the Right First Impression

For many direct marketers, formats are the fun part. Bob Stone, direct marketing guru and author of Successful Direct Marketing Methods, advises that your format have a character appropriate to the target audience. Here are a few direct-to-doctors do's and don'ts, based on your humble columnist's two-plus decades of experience in the field:

Don't feel compelled to overproduce. The most successful mailing your editor was ever involved with, one that increased response by 250 percent, w

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