A lot goes into a direct mail package — marketing, list segmentation, design and production, not to mention much time and money. To get the max out of any mailer, the most crucial ingredient is excellent copywriting. “Some people will just take a whole bunch of direct mail words and string them together. It’s like dealing with a high-pressured sales person who’s trying to get you to take an action,” warns Steven Tharler, chief guide of Wayland, Mass.-based Tharler Direct. “What I’m trying to do, in effect, is put my arm around you and say ‘I’m here for you,'” he illustrates.