The 6️⃣7️⃣ Problem

Make It Go Viral (But With Postage)

It feels like the 6 7! craze is finally dying down.
Which is fine, I guess. It’s been months. We’ve all had our fun.

But I swear, every time I hear someone say six or seven, my brain still goes full TikTok voice:

“six-sev-eeeen!”

It’s stuck. Like a jingle you never asked for. Or worse… a grand control package you can’t beat.

If you somehow missed the last few months of chaos: 6 7! blew up on TikTok back in early summer. Nobody really knew what it meant, and that’s exactly why it worked. It was absurd. It was random. And because it made no sense, it made perfect sense to the internet.

And of course, every marketer within a ten-foot radius took notes. Because when something hits that big, there’s always that one meeting where someone says,

“We should do our version of that.”

Right. Because nothing says authentic cultural lightning in a bottle like a committee brainstorm at 3PM on a Tuesday. With no snacks.

Here’s the truth: viral moments are accidents. They’re lucky collisions of timing, tone, and algorithms. You can’t brief them. You can’t forecast them. You definitely can’t schedule them for Q4.

But that’s what I love about direct mail…it’s the exact opposite of viral.
It’s methodical. Predictable. Slow. The least sexy marketing channel. And it works.

Memes burn bright and disappear. Direct mail just keeps…I can’t help myself…delivering. It doesn’t need to trend; it needs to perform. And while the rest of the world is chasing their next “six-sev-eeeen!” moment, you’re mailing something that will actually move numbers.

Because viral hits are fun for a day. Or a week.
Mail hits for a quarter. Or a career.

So yeah, 6 7! might finally be fading from everyone else’s feed.
But not from my head. Or from my point. What was my point?

You can’t engineer a moment like that.
But you can engineer a campaign that keeps paying for itself long after the memes move on.

And between the two, I’ll take consistency over chaos every time.

If “6 7!” happened in direct mail, it would’ve been a teaser line someone meant as a placeholder that somehow tested off the charts.

Then, six months later, the client would say,
“Can we do another one of those?”

And the answer would be, “Not exactly.”
Because that’s the thing. Moments happen once. Systems repeat.

So don’t chase the fluke. Build the framework. That’s how you turn “six-sev-eeeen!” energy into six-figure results.

Today is Veterans Day, which means your mailbox is probably half full and your local post office is half closed.

A small salute to every veteran who made this country what it is. And every mail carrier who still manages to deliver our junk with military precision.

And if you’re mailing this week, give your creative a quick once-over. Make sure that “holiday sale” headline didn’t accidentally print on a federal holiday. (It happens.)

To all who serve, thank you.

Forget “make it viral.” Try “make it sustainable.”

Here’s how:

You can’t plan “six-sev-eeeen!” But you can plan a 6.7% lift.

And I’d argue that’s the better hook.

Subscribe before this issue goes viral.
(It won’t.)

But you will get smarter about what actually does.

Subscribe today at presortedbs.com.

If anyone figures out what 6 7! actually means, let me know. I’ve already mocked up the T-shirt.