Adding Value First in Direct Mail Marketing

[James Danchus]

BP,

Everyone says that the best way to market is to "add value first" or in other words "tell people how you can help them by helping them." It's pretty much the entire marketing strategy behind this here website. 

My question is, how do I do that in my direct mail campaign? I've thought about doing a gift card drawing at the end of each month for people who respond but that might be kind of cheap. I don't know. Any thoughts?