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, was ...

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