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Using direct mail to promote consulting services and professional practices

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For dentists, consultants, attorneys, accountants, advertising agencies, public relation firms, and other organizations and individuals offering professional services, direct mail can be an effective means of generating a controlled quantity of highly qualified leads quickly and at low cost.  However, the majority of professional practices are unsuccessful with direct mail — largely because they do not understand how it works or how to use it.  Following are some suggestions on how to successfully use direct mail to generate new business for consulting or professional services:

  1. DEVELOP A PRIMARY OFFER.

    The main reason direct mail for consulting services fails is the lack of a specific offer.

    Lamely ending a letter with “Looking forward to working with you” or “I will call in a week or two” is certain to depress response to almost zero.  If you tell people you will call them, they then have no incentive to call you first.

    Far bet...(register to read more)

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