Every marketing piece should begin with these 3 elements:

1. Irresistible bait. In this case, we created a 50,000 Croation Dinar note to show through a window envelope to grab a prospect's interest. The first step in every direct mail campaign is to get someone to open it.

2. State your Promise of an Obvious and Obvert Benefit Always. Your promise should be very clear and succinct and answer the question on every prospect's mind: 'Why should I do business with you?'

3. Identify with your hungry fish. Show empathy. Let your prospects know you understand their pain and then quickly follow up with the solution you're offering.