| Beginners lose money in direct mail and
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| | that they send to their customers to gain
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| mail order because they are given the
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| | repeat orders. That is what mail order is
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| impression that they need little
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| | all about. You want to get customers,
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| knowledge and money to succeed. The truth
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| | make them loyal to you, and sell, sell,
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| is that each mail order and direct mail
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| | sell.Don't forget that most products have
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| is just that, a business. It requires
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| | a life cycle. It may not be too long
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| knowledge and skills to operate and
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| | before you can't give a product away. You
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| succeed.Our purpose is to describe the
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| | must find or develop new products. See
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| above businesses, but more importantly to
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| | the references to see how to do this. Let
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| give you sources to help you find the
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| | me tell you a secret: It is a great
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| information you need to succeed.MAIL
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| | advantage to operate mail order out of an
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| ORDERMAIL ORDER is the process of
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| | existing business that has walk-in
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| selecting a product, advertising it in
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| | customers. That way, you are always in
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| print magazines or newspapers, (and also
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| | contact with your customers one-on-one
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| consider radio and television) and
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| | and you can assess their needs and wants.
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| fulfilling the orders that come in to
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| | Your products tested locally will also
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| your mail box.Many have made millions in
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| | sell by mail order.The Seller is Shutdown
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| mail order. Others have and continue to
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| | for False AdvertisingDon't think that
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| earn a good living. Over the years, they
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| | federal, state, and local officials are
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| have learned the business by testing
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| | not watching your business practices.
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| their ads in local or regional
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| | They get complaint every day. You must
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| publications before going national or
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| | deliver according to the rules (see the
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| purchasing display ads.This is what
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| | references). The product must be as
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| happens to many: THEY PICK A PRODUCT THAT
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| | advertised. Deceptive advertising is not
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| NOBODY WANTS TO PURCHASE BY MAILPerhaps
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| | allowed. Years a go, a mail order
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| its easier for the customer to buy the
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| | operator advertised a professionally
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| same product locally. It's an original
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| | engraved portrate of George Washington.
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| product never sold by mail order but
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| | He send a postage stamp with George
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| nobody wants to purchase it by mail. The
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| | Washington engraved portrate as the
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| problem here is that the seller never
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| | product! Don't try that in this day of
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| studied the market enough to see if such
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| | age. You could go to jail!REFERENCES FOR
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| a product would sell by mail order. There
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| | MAIL ORDERWhen ever I want to purchase a
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| may be too much competition locally, in
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| | book, I try to buy it at a discount. To
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| the media being used, or on the
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| | do this, I go to one of the online book
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| Internet.They Price the Product
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| | sellers and try to find a used one in
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| IncorrectlyExperienced mail order
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| | good condition. Just put Mail Order in
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| operators test classified ads by changing
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| | the search box and read the discriptions
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| the price of the product. For example, a
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| | carefully. Also, search the Internet
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| booklet with a cost of $1.00 to print
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| | using the same technique. Contact the
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| might be offered at $2.95, $3.94, and
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| | United States Printing Office for more
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| $5.95. when the orders come in, the
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| | information. Also, contact your local and
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| seller counts the number received at each
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| | state governments and your chamber of
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| price offered, records the cost of the
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| | commerce.I don't like to push my sites in
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| ad, records the amount of money that came
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| | the content of a newsletter but I do have
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| in, subtracts the printing cost and the
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| | materials at (IWS Sources) and
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| ad cost and determines the profit. The
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| | (ClickBank sources). Here are two pretty
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| seller then knows the best price to sell
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| | good books:THE COMPLETE DIRECT MARKETING
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| the product.Let's say that the classified
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| | SOURCEBOOK By John Kremer ISBN
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| ad cost $150.00.He sells 300 books at
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| | 0471553875. If you don't buy any other
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| $2.98.
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| | book,especially if you are in the
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| At the 2.95 price, the seller sells 300
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| | mail-order business, buy this one!
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| booklets. The cost of the booklets is
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| | However, it does not replace the
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| $300.00. Adding the ad cost, he has
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| | following books. Get at least one of
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| $450.00 cost. Let's say it cost him $0.60
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| | these.HOW TO START AND OPERATE A
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| to ship each book because the booklet
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| | MAIL-ORDER BUSINESS By Julian L. Simon
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| weighs 2 oz. So 300 booklets would take
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| | ISBN 0070575312BUILDING A MAIL-ORDER
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| $180.00 to mail. Now our cost is at
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| | BUSINESS By William A. Cohen, Ph.D. ISBN
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| $630.00. The total received from the
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| | 0471109460DIRECT MAILDIRECT MAIL is when
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| buyers is $885.00, leaving a profit of
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| | you send an offer directly to the
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| $255.00.He sells 280.00 at $3.95.
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| | customer in the mail. The offering
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| That brings in $1106.00. The cost of
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| | includes a letter, a sales brochure, an
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| books and the ad is $430.00. It cost him
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| | order form, and a self-addressed
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| $168.00 to ship the books. The profit is
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| | envelope. When the customer orders, you
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| $562.00He sells 60 books at $4.95.
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| | send the product (or deliver the service)
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| This brings in $297.00. It cost him
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| | along with promotion materials on other
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| $36.00 to mail them and he has the book
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| | products or services you offer.As with
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| cost plus the ad cost of $210. His profit
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| | Mail-Order, the object is to find a
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| is $51.00.So what price does he sell his
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| | customer and then to keep the customer
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| books at?
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| | for as long as possible so that he or she
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| The profit at the $2.95 price was
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| | will purchase other items that you want
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| $255.00The profit at the $3.95 price was
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| | to sell. A catalog is often used, as in
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| $562.00The profit at the $4.95 price was
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| | mail order.WHAT HAPPENS TO MANY IN DIRECT
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| $51.00The seller places his national ads
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| | MAILThe Offer is IllegalJust because some
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| at a price of $3.95.They Sell at the
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| | block told you that an offer was legal it
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| Wrong Time of the YearSelling during the
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| | may not be legal. All of a sudden you are
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| month of December and the summer months
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| | in trouble with federal, state, or local
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| can yield low sells. Experienced
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| | regulators. You look out the bars of your
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| operators can estimate what their sales
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| | jail cell and say to your self, "Gee, I
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| will be during July, for example, and
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| | told them the bloke told me it was
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| decide if they want to advertise. The
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| | legal." That means nothing to judges and
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| information is available.Competition
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| | prosecutors and is not a defense. I get
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| Lowers or Eliminates ProfitsAs soon as
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| | lots of mail and receive illegal offers
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| your competition sees your ad, they will
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| | all of the time. They do not pay off when
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| try to copy your product and sell it in
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| | you pursue them and they can get you into
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| the same publications your ads are in.
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| | big trouble.Costs Exceed IncomeOf course,
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| They call this EMULATION which means they
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| | this is the main reason for failure. As
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| not only copy your idea but they improve
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| | an example, Joe Sellmor has a fine
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| upon it, making their product better or
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| | product. The sales material is not
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| less expensive than yours. Let's say that
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| | professional in appearance, it is not
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| you got very excited about your product.
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| | describe properly, the potential buyer is
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| You sold 1000 booklets in a few months.
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| | not persuaded to buy, and to make things
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| Your printer told you that if you printed
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| | worse, the mailing list is old and to the
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| 10,000 copies, he could drop your
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| | wrong people.Do you know that you can get
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| printing cost in half. Wow! You could see
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| | zero response from a mailing to 1000
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| big profits. Instead, your competition
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| | people? I have!Do you know that you can
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| came in and put you out of business. You
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| | get a high percentage of returns because
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| are left with a bunch of booklets you
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| | the delivery address was no longer valid?
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| can't sell. OUCH!The key is to quickly
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| | I have!To succeed, you MUST GET A LIST
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| define your market, jump in, and be ready
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| | BROKER. DO NOT BUY MAILING LISTS FROM ANY
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| to jump out. If your ads are pulling less
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| | ONE ELSE UNLESS YOU HAVE TESTED THE
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| than three times the cost of the ad, you
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| | SOURSE AND KNOW IT TO BE GOOD. But even
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| are getting into that Never Never Land
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| | if the list was good, the product may not
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| that can break you. Don't overstock your
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| | sell.Let others ask you questions to see
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| products.Remember that it is best to find
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| | if the answers are in your materials. You
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| a product that is not easily reproduced
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| | must answer the customers questions
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| or copied. May the old lady up the road
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| | before he or she asks in direct
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| has the best honey in the United States.
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| | mail.Another thing is to do what many
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| You get a guarantee from her that she
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| | direct mailer people do. They don't even
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| will only sell her honey from her stand,
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| | use mailing lists. They use classified
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| but you have the rights to sell the
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| | ads to obtain inquiries. When they get an
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| product by mail. You've got it! You make
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| | inquiry, they mail them the direct mail
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| a deal. If you're old enough, you will
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| | offer. They sell to about 20-30% of the
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| remember the German Coo Coo Clocks sold
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| | inquiries.All of this must be factored
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| by mail order after World War II. The
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| | into cost before the campaign begins.
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| gentlemen that sold them tied up all the
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| | Direct Mail is a difficult business. You
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| manufacturers in Europe before he sold.
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| | are competing against the big boys.See
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| He made one heck of a lot of dough! You
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| | the references under MAIL ORDER and order
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| can still buy them by mail. He cut the
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| | the last three publications. They relate
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| competition out!The Seller Has Only One
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| | to direct marketing.John T. Jones, Ph.D.
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| ProductYou must pay a price for a
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| | is a retired VP of R&D for a Fortune 500
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| customer. Most mail-order companies know
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| | company. He is an author of both fiction
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| this. For that reason, they often take a
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| | and nonfiction books and has published
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| loss on the first order and hope to gain
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| | numberous articles in national and
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| from future orders from the same
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| | international magazines.
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| customer. Many operators have catalogs
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| |
|
