Do's  consult a professional ad agency; you can hire them by the hour  use bright colors to catch the eye  use clever concepts and creative ideas to help the prospect remember you; with       Cedar Ridge condominiums, we put a one inch cedar chip in each mailer  stay consistent with your other marketing materials -       use the same logo, typeface, themeline, etc.  do follow-up with the prospects whether through        in-person, telephone, or Internet marketing  do use third party testimonials to add credibility  track your results; you can code some of the mailers so        you know which one got the best results  do take advantage of the new postcard size- you can go up to 6" x 11" and still use        bulk rates  use a mailing house to sort and deliver your mailer; they are inexpensive and can       save  you hundreds of dollars in postage costs Don'ts  don't use a number 10 envelope- this is the least effective form of mail and the        most likely to end up in the trash  don't do a six panel brochure; it's way too common  don't make your mailer copy heavy - fewer words, more graphics and photos are better  don't use type smaller than 10 point and don't use more than 2 typefaces  don't try to get everyone to be your customer; really target your        most likely prospects  don't think the phone will start ringing the instant people receive your        mailer; it takes time to build your image and create memorability  don't mail between mid-November and December 25- you        will get lost in the holiday deluge  don't expect one mailer to do all your marketing for you; you need to be in front of your        prospects at least once very 6 weeks  don't overestimate your return; most direct mail nets 2-3% returns. Most of      Brightwork's mailers net between 5-7%.  don't use starbursts and conventional sale type graphics- they are overused and tacky

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