Great question! I’d say the answer is probably yes – but with a caveat.

Direct mail, like any form of advertising, can be an extremely effective way to generate leads and sales. However, for most businesses no form of advertising can wholly replace good old fashioned sales skills. This is especially true when you’re just starting out, with a limited budget.

I’d suggest using your sales letter (or series of mailings) as part of your sales sequence. Its function is to pre-sell your services by bringing you to your prospects’ attention, piquing their curiosity, establishing your authority, and especially by building the unique value you can bring to them.

In your situation, I’d recommend using the sales letter as an introduction. Don’t try to sell your services in one fell swoop. One great tactic is to offer something of value that presents little or no risk to your prospect, for example a free report. Be sure to follow up with a phone call to every prospect, whether or not they’ve responded to your mailing. (This is scary, but effective, assuming you’re truly providing value.)

Of course, any kind of advertising, including direct mail, costs money and may take some experimentation on your part before you figure out what works. A good sales letter can certainly help to warm up your prospects and make them more receptive to you. However I personally think having a decent website and support materials (like case studies or that free report I mentioned) should be a higher priority. You can always forgo the sales letter at first and just pick up the phone – it depends on your budget and how comfortable you are with sales. Either way, offer an incentive, keep building value and always follow up.

Good luck!

Anne