By Bruce W. Marcus, Contributing Editor
Editor's Notes: In the second part of this three-part series on direct mail for professional services, Bruce W. Marcus looks at how to craft direct mail letters. You can read part one and part three of this series on RainToday.com.
The Letter
Unfortunately, writing a direct mail letter is a combination of art, experience, skill, and luck – probably in that order. There are no hard and fast rules, but we do know some things that work and don't work for most campaigns:
- Letters that start off with "we," and that then go on to describe your firm, tend not to work. Who you are and what you have to offer is your concern – not the potential buyer's. The potential buyer is intrigued only by his perception that you understand and can help him serve his needs.
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