"After $310,000 down the drain and a few panic attacks, it became clear that direct mail was definitely not for me," says a former promoter of traditional back-pain aids.

The Connecticut-based firm made two fatal mistakes: saturating a broad market (assuming everyone has occasional back pain) and offering a tired product.

Before sinking money into a direct-mail campaign, make sure it’s suited to your product or service offerings.

Does your product:

• Fill a real need?
• Offer something unique?
• Offer a good value?
• Have a large market?
• Have broad appeal?
• Have a particularly strong attraction for smaller segments of your market?
• Offer something new or something potential buyers will perceive as new?
• Have enough unique selling features to make for interesting copy?
• Offer a measure of prestige just by owning it?
• Give you a true claim of exclusivity?
• Hold up when compared to the competition (if any)?

If you answer "no" to even two of these questions, you may not be ready — or right — for direct mail. Warning: Don’t talk yourself into "yes" answers. That kind of denial could cost you money.

Tip: If you are ready for direct mail, never attempt to create the package in-house unless you have proven results.

Scout out a professional creative team that specializes in direct mail — they know what works and whatdoesn’t.

Writer: LeAnn Zotta is a strategic-marketing consultant in Yarmouthport, Mass. A former vp/creative director at a major direct-mail firm, she has created more than 150 such campaigns.