Mailshot magic.

There is fine art to selling by post. Keith Sankey considers the elements necessary for brokers to reach that target market and achieve direct marketing success.

Selling by post is not just for the big boys. Brokers and financial
advisers can do it just as well as the insurance companies - if not
better.


Clearly, the idea is that any mailshot carried out by a firm must yield
enough new business and commission to cover its costs and provide a
worthwhile profit, but this objective will not be achieved by accident.
There are several key steps that should be taken to attain mailshot
success.


First of all, the message has to be matched to the people targeted by