I agree to an extent.
I don't know how many people here actually have educated themselves about psychology of sales, but it is key to writing marketing material. Yes, having well designed material is part of it too, but the copy is what sells. Luck really isn't a factor, but I get what you mean.
The OP here seems like they figure they will target elderly clients, as they so far, make him think they will be easy sales. May be true, may not be. For me, elderly are usually people on a fixed income that don't have the spare money for luxury services. Sure, I've given them estimates, but they never can afford to schedule. Hopefully this pans out for him.
Fliers/postcards/eddm WORKS. It doesn't matter where you live either. It doesn't matter if you are the cheap guy, or the most expensive one. It just works. The key to making it work, is the message and repeatability.