Writing a Mailshot

6. Using Professionals

6.1 Should you go to an agency?

• Agency fees will usually be prohibitive, unless you are planning to move towards large-scale mailings.

6.2 Write the copy yourself or invest in a freelance copywriter.

• If you have a good knowledge of your product and the sort of people who buy, you can probably do it yourself.
• Do a test mailing to a small proportion of your audience to find out quickly and cheaply if you can afford to take the DIY approach. If the reaction is nil or negative, take the hint and get help from a professional.
• A good freelance should be able to work with you to write a well-thought-out letter and copy for your order forms and price lists for a few hundred pounds. Even top direct mail specialists can often be brought in for less than £1,000 for a small job.