Books/Programs on Direct Mail Techniques?

"Bill Myers direct mail bootcamp"

It's an audio product. They sold off the resale rights to
a bunch of people and you can buy it pretty cheap on ebay.

It's really excellent. I think Gary Halbert is there
but Myers himself is really excellent, especially on
research, product development and not losing
your shirt.

Here's what I'm doing: This campaign will be for lead gen. The goal is to have them call to my office and I'm selling them on online marketing and services. Just for reference the list was compiled by myself for specific companies in my niche that I know are currently spending money on advertising (yellow pages, directories etc.)

Right now this is a 4 part campaign. 4 letters mailed out each consecutive week. 1) Is a curiosity type of mailing.. very short and personalized with some of their ads.

2) Logic based, once again very personalized containing some of their ads along with a letter explaining more leads and customers at a better ROI.

3) Fear Based, here's what your competition is doing.. don't miss out.

4) Summarizing and recapping the previous 3.

I do have an idea of what I'd like to do as far as followup:

For those that don't respond at all:
1) I'll give a followup phone call.
2) They're sent the next letter in the mail campaign.

For those that I do get on the phone with (through calling my office or the followup call) but still don't buy:
1) I'll add them to my email campaign. I'll ask for email by phone.
2) Sent next mail piece in the campaign.
3) If by the end of the 4 letters I still haven't heard from them for a purchase I'll try to get on the phone with them again.

This sounds complicated so I can see it being difficult to really scale up but since I am a complete beginner with direct mail I don't mind starting out small and testing how this goes. I know a general campaign that's not personalized at all would be much easier to track, scale and followup with but the more I talk with and learn from direct response guys, the more I hear I should be extremely targeted and specific.

My main questions right now are:

1) How long should I continue sending them followup mail pieces? They'll be getting email from me but I don't know how long I should continue sending post cards/more lead gen letters.

2) Should all of my envelopes look the same for the 4 part mailing? I'm thinking I should have 4 different looking envelopes all personally addressed but with a different look.

3) Any general information or tips you can give that might help me out would be greatly appreciated.

Outrageous Advertising That's Outrageously Successful by: Bill Glazer. I've made hundreds of thousands in direct mail using only the advice in that book, it's really all you need.

lol, well this is an internet marketing forum. Just to note, I do run A LOT of online ads and build my email list as mentioned above, actually using the services I offer to attain clients.

Yeah, mailing is going to be small around 150.

New client is worth roughly $2,000.