Direct mail

Direct mail isn't dead, it's that everyone else quit. For coaching, targeted executive outreach for high-ticket engagements, it still works.

When to use direct mail

• High-ticket prospects where print cost is worth it
• targeted executive outreach for high-ticket engagements
• Re-activation of old clients/leads
• Local neighborhoods or specific ZIP codes
• Business owners whose email is overloaded

Format options

• Standard postcard (4x6, 6x9), cheapest, limited copy
• Oversized postcard (6x11, 9x12), more visible, more copy room
• Sales letter (1-2 page letter in #10 envelope), classic direct response
• Lumpy mail (padded envelope with small item), expensive, unbeatable open rate

Postcard copy

Write copy for a 6x11 postcard for coaching prospecting.

Target: [specific audience]
Offer: [specific]

Front: 1 headline + 1 supporting line. Under 15 words.

Back: 4-6 short sections
1. Short opening, why you're mailing them
2. The problem you solve
3. What's different about you
4. One specific local detail
5. The offer
6. CTA: tracked phone + URL

Write mail-from-a-person tone. Include required disclaimers for coaching.

Sales letter format

Write a 1-page sales letter for coaching.

Target: [audience]
Format: #10 envelope, typed letter, personal tone.

Structure:
- "Dear [Name]"
- Opening: specific observation or question
- Story: anonymized similar client
- Offer: what I'll do for them
- Proof: 2-3 defensible facts
- Urgency: real reason for now
- CTA: call or reply
- P.S.: restate offer + reason

250-400 words. Feel like a letter from a neighbor.

Envelope strategy

The envelope is the first filter. Most direct mail dies unopened. Passes the "personal mail" test:

• Plain white envelope, no logo
• Handwritten-style address
• Real postage stamp
• Interesting teaser (optional)

Tracking

Every piece gets a unique phone number (CallRail) or URL. Without tracking you're guessing.

This week's task