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The Crazy "Medical File" Reactivation Direct Mail Letter

By David Frey

Because I belong to Dr. Nielsen's Chiropractic Marketing System, I'm on his mailing list and I receive his newsletters and mailings.

It's a real privilege to be on that mailing list because he sends me some of the most amazing direct mail pieces known to man.

This week I looked in my mail and was perplexed to find a manila file folder from Dr. Nielsen.

Yes, the type that you use for storing medical records.

It was hand addressed to me and had a fluorescent medical payment sticker on it and was secured by a small "06" sticker so that the file folder wouldn't fling open.

And it even had an address label on it just like a real medical record would have.

I thought to myself...

...Dr. Nielsen Has Really gone Crazy With this Mailing

So I opened up the file folder and there was his famous "Staff Memo" letter attached to the file folder.

The letter was from...you guessed it...Marie, his office manager. There was a big color picture of Marie with a stack of patient file folders with the headline...

"Who Else Wants a FREE Office Visit Just for Helping Marie Update Your Chiropractic Record?"

The letter ends with an expiration notice stamped in red ink and a P.S. telling prospects about Dr. Nielsen's "New Patient Special."

It's a marvelous direct mail piece. One of the very best I've ever seen.

Would you like to see the actual "file folder" mailing that Dr. Nielsen mailed to my?

Here it is...

http://www.davidfrey.us/recommends/medical

Why This Customer "Reactivation" Promotion Can Work...

...work for just about any business.

When you become a customer of any business, that business usually keeps a file of your purchase in a database.

So, YOU can offer something free to your old customer just for coming in and "updating their records."

You see, Dr. Nielsen is using a old copywriting principle called "Reason Why Copy," which was made popular by a legendary copywriter named John Kennedy who wrote a book called "Reason Why Advertising" at the turn of the century.

Mr. Kennedy's premise what that you always need to give someone a REASON for taking any type of action. In this case, Dr. Nielsen wants you to update your records. It's a good reason for coming in to his office.

People will usually believe your "reason why" as long as you give one that is believable.

This marketing campaign might not be right for a mass mailing, but if you have 500 - 700 that you're targeting, it's a perfect mailing.

(Who would have thought you could do a mailing with a file folder? It could have only come from the wacky mind of Dr. Greg Nielsen!)