1. Make sure you have a great list. By "great" I mean targeted to the specific demographic and psychographic profile of your market.
2. Make sure you have a great message and offer.
3. If you aren't a skilled copywriter - hire one. Consider your cost of client acquisition (and if you haven't calculated your cost of acquisition - you need to before you do ANY marketing) when deciding on how much you can afford.
4. Split test the mailing so you can find your control.
5. Measure everything.
Give me a call if I can help with more on the specifics.
And good luck!
Just because someone is a good writer, doesn't mean they can sell you a car. Remember that.
Direct mail will make you a LOT of money if you do it right... and it will literally bankrupt you if you do it wrong. If you try to save money by not hiring a SOLID marketer for it, you will end up losing much more than you thought you saved.
There is too much that goes into the direct mail campaign to explain in a quick answer. If you want some solid advice, feel free to set up a call and we will see if we can get some times to work.
If you are doing direct mail campaigns invest in any of Dan Kennedy's marketing books. Dan Kennedy has changed the way I market and write content for all of my businesses.
When using direct mail to seek motivated sellers, the key is to use a targeted list and to be consistent. Examples of targeted lists include: out-of-state owners, vacant property owners, landlords, foreclosures, probates, etc. Most sales are made on the follow-up which could take a couple of mailings. One takeaway is to be as personal as possible. Most people do not like to read marketing material that is not specifically catered to them. Hope that helps!