For any business offering professional services, direct mail can be an effective means of generating leads quickly and at low cost. Here are some ideas:

How to use direct mails to generate new business

Develop a primary offer
Your main goal is that the direct mailing leads to an initial meeting with a potential client. Therefore, you might want to provide a free service, such as a free, no-obligation initial consultation or hearing test. Clarify the exact nature of this offer plus its potential benefits.

Develop a secondary offer
To attract those prospects who are not yet ready to meet, but who might be soon, you can develop a secondary offer. This might be a free brochure or other printed information, which can be ordered either by phone or by returning a reply card.

Encourage phone and mail response
You want feedback! A good idea is to include some kind of reply option in your mailing, such as a card or coupon. Stress that the reader can respond either by mail, e-mail or by telephone. Don't forget to include your phone number.

Establish credibility
Potential users want to deal with someone who is an expert in their field. Here is one way to build credibility: enclose an article written either by yourself, or written by others about you. Create a separate brochure that answers any questions the prospect might have about your services. Include your photo - this gives people the feeling that they know you before they even meet you or talk to you.

Use other promotion techniques to build your reputation
Direct marketing is effective for generating immediate leads but it is not the primary tool for enhancing credibility. You should also engage in an ongoing programme of self-marketing activities such as: placing ads, making use of public relations, initiating educational seminars or open house arrangements, newsletter publishing, etc.