This method excites the curiosity of the sufferer, and he gives careful attention to the clipping and begins to ask himself whether it is not worth while to write to this wonderful physician and ask his advice about treatment.
As fast as a batch of clippings is sent out the cards from which the addresses were taken are moved to the back of the receptacle, and a date card, a little higher than the others and of a different color so as to be readily noticeable, is placed in front of them. This date card shows when, if no reply is received to the first communication, it will be in order to send a second.
If the first communications are mailed on the 10th of the month, the date card behind which these cards are placed will bear date of the 30th, thus showing that on the 30th of the month another clipping, or some other form of literature should be sent.
Whenever one of the parties thus addressed is heard from this card is given a file number and transferred to the prospective list, the purport of the enquiry and the nature of the reply being noted on it. There is never lack of material to work on. People who have heard of the doctor are writing to him all the time, and the clipping bureau is continually sending in items about people in various parts of the country who have become afflicted with serious chronic troubles.
Every physician who practises in this manner should have a neat pamphlet descriptive of his treatment and the results obtained in various ailments. It is the duty of the press agent or correspondence chief to prepare this. It should be modest in language and give an outline of the pathology of certain diseases as well as the therapeutic effects of the treatment in a rational, plausible manner. Exaggerated statement, or defects in technical description will defeat its purpose. The typography must be neat and in good taste, and the paper of high quality.
Right here it may be stated that many physicians are penny wise and pound foolish in the matter of literature and stationery. The best is none too good. Neat, handsome work attracts attention, while the cheap, slip-shod variety repels.
If the clipping first sent has not brought an enquiry by the tenth day, mail one of the pamphlets. The recipient will read this with interest and note particularly what has been accomplished in cases strikingly similar to his own. On mailing the pamphlet the fact should be entered on the card, with date of mailing, and the card moved back another ten days, ready to be taken up again on the 30th. By this system there is a constant stream of mail matter going out every day, and each card contains a record of just what printed matter has been sent to each prospect, and when.
Allowing that neither the newspaper item or the pamphlet bring enquiries Mr. Press Agent will, as his third effort, address the sufferer by letter somewhat as follows:
G. H. WILKINSON, M.D.
SPECIALIST IN CHRONIC DISEASES