Direct mail

Direct mail isn't dead, it's that everyone else quit. For fitness, targeting new movers or postpartum demographics in specific ZIP codes, it still works.

When to use direct mail

• High-ticket prospects where print cost is worth it
• targeting new movers or postpartum demographics in specific ZIP codes
• 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 fitness 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 fitness.

Sales letter format

Write a 1-page sales letter for fitness.

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