How to achieve standout in direct mail?

Every now and then I get letters or emails from people who think I might need their services. Sometimes dreadful ('Dear Sir or Madam, blah blah blah'), usually bland, I sometimes put myself in the shoes of the sender - if I were managing this project, what could I do to make it more successful? Or, put another way, who responds to business-to-business direct mail and why?

Lately there seem to have been quite a few approaches from copy writers, sometimes quite creative in execution. Take today's mailbag, for example, in which I found a bright pink cardboard poster tube, with a hand written label (address almost spelt correctly!) containing a sheaf of A4 papers and a wax crayon.

This was a cry for attention if ever I saw one. I certainly looked at everything in the package. The letter ('My name is..', 'My previous experience...' 'If you'd like to see my work...') The four page CV (entitled 'This bit's all about me...' ahem!) The one page of Photoshop art which I didn't quite 'get'.

Did it make me think 'this person could do a great job for my clients'? Well, the only evidence I had to go on was the letter and the CV, and neither blew me away. Did it make me want to pick up the phone? Not really, as there was just a mobile number. Not even an address. 

I admit it, I'm extra harsh on copy writers, but I do wonder if a bit more emphasis on the steak rather than the sizzle would be more effective, especially when you're targeting fellow creatives and marketing agencies.

But maybe I'm wrong - I can't claim to have written the book on DM -  in fact, if you're reading this and recognise yourself in the story, do get in touch and tell me you if had a great response, and I'll put in an order for pink poster tubes right now!