Even a modest campaign can generate hundreds of inquiries. It's impossible to answer all of them with a call, visit or letter. You use direct mail to generate leads. One very effective way to generate responses to sales letters is to offer a free informational video to those who return a reply card. Your product is a considered purchase.
Buyers appreciate any information to help make a wise choice.
Your product or service has tangible features and benefits. Seeing is believing. Your business is new and you want people to know about it. Helps build credibility in your company's long term existence. Your company is growing and you want people to understand it.