Use a simple layout. Consider a good billboard as your model - less is more. Choose photos to convey benefits. For instance, consider using a photo that shows a happy customer along with a testimonial. Or, to demonstrate your ability to work with technology, use a photo with you in front of a computer.
Photos have more impact than words.
Develop an excellent format for your direct mail then use it consistently over time to develop name recognition and awareness. Avoid using reverse type. Use a photo of yourself that reinforces the overall theme and message. Use a type size that your audience can read with ease. The cost to create a good direct mail piece versus a poor piece is minimal.