If you would like your next dentist marketing direct mail campaign to be a huge success, then read this short article.Here’s a story to explain:When I picked-up the phone, I knew I was going to get an earful.The man on the phone kept screaming…”How did you get my name?”"How did you get my name?”And the caller was about as friendly as John Gotti with a grudge.My hunch told me this guy’s had something to do with the direct mail campaigned I had just launched.And boy was I right.In fact, the caller told me to “take him off my mailing list”.And never bug him again!No problem I told the angry caller, and I erased his name from my Excel list.And for a split-second I vowed I was never going to run a controversial direct mail campaign again.That is, until my phone rang like a possessed demon……with dozens-of-callers who wanted to schedule an appointment.Don’t miss the lesson here, and that is this:Whenever you launch a direct mail campaign, you will get angry callers who are mad you sent them something.Some might even mail your piece back to you, with a nasty note attached.But guess what?Those are the minority.The majority (assuming your piece is good) will enjoy your mail, and will schedule an appointment.Indeed, you have to toughen your skin and let the moaners-and-groaners say their peace.But that’s not all.In fact, here’s a direct mail “checklist” that will help you make your next dental marketing campaign a huge success:1. Do you have an offer?2. Did you include a deadline?3. Do you give your readers a reason why you are making such a great offer?4. Did you include your headshot?5. Is the copy written in a “one on one” tone, like you are having dinner with a good friend?6. Are you studying other successful direct mail pieces, to see how you can improve yours?7. Do you have a list of qualified prospects?You have to think of it this way:Direct mail can be a huge (and cost effective) strategy that can help keep your appointment slots full.And if you can get over your fear of offending “a few”, in favor of serving the majority, then you will be well on your way to making direct mail work.