Direct mail promotion for cleaning service.

I agree to the fact that direct mailing services are more personalized and cost friendly for promoting a new business. But I wonder, how the direct mails for cleaning services can be made more innovative. Since I’m new to this field and have less experience, I find it quite difficult to give a proper outlook for my mail to the direct mail advertisers I’m consulting http://www.troimail.com/services/why-choose-direct-mail-advertising/ . It would be nice if some one from here could give me some tips regarding this or could any one of you share one of your company's direct mail.