Advertising in the media will cause people to inquire about your offer. When you hear from a new prospect or generate a new customer make a real effort to capture their name and address. The very first step is a thank you letter. What an impact that makes the very few times it's happened. Even if the prospect did not buy, thank them for inquiring and ask them back again.
People go where they are invited.
The next best use of direct mail is to send your customers and prospects a constant flow of information that will help them make positive decisions about you. For example a short letter with tips on how to solve a problem they might have. These letters are well received and build repeat and referral business. Keep them short and valuable. To make sure your mail is read follow these quick rules.