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The Complete Mail Order Business

Table Of Contents
  • Getting Started
  • The Follow Up Piece
  • Mailing Lists
  • Important Tips
  • Customer Service Tips
  • Beginner’s Opportunity Guide
  • Materials And Supplies
  • Starting A Mail Order Publication
  • Co-Publishing
  • Practical Plans For Beginner’s
  • Commission Circulars 


    Getting Started

    A lot of people are going to tell you that there are "no more secrets" to making the big profits in mail order. These same people
    will laugh at you and call you a "fool" for wasting your time chasing rainbows that don’t exist.

    But, don’t you believe them, or even listen to them! The opportunities for wealth beyond your wildest dreams - via the direct
    mail sales of a product or service - have never been greater!

    If you have an idea - a product or service - now is the time to capitalize on it via mail order selling. You can definitely start "on
    your kitchen table" and parlay it into millions of dollars. Others have done it, are doing it, and now, it’s your turn for a piece of
    the pie.

    As with any other profitable business, the procedure of making "profits" by mail has its own set of rules. Learn these rules,
    adhere to them, adjust them to your own circumstances - draw up a "battle plan" and work your plan. Persevere, be aware of
    other people’s marketing methods, continue upgrading your own product or service, and with determination, you can become a
    millionaire in our own right. And then, you can look over your shoulder at those who were laughing at you, and perhaps help
    them in some small way.

    Knowledge, and the ability to use that knowledge, are the basic keys to success. You must know what heights you want to
    attain, understand what it takes to attain those heights, and then dedicate yourself to getting there.



    The rules to achievement of success in direct mail

    l) Market Research, 2) The use of the "right" mailing lists, 3) Customer Follow-Up. If you can understand the "how’s
    and why’s" of these rules, then there’s virtually no way you help but succeed in the field of mail order, even starting from
    scratch.

    Market Research has to do the selection of the proper product, identifying your "most-likely" buyers, and getting your
    product-offer to these people.

    Product selection is very basic, and thus the most important first step. Stop and think - look around yourself - and listen to what
    the "people" are clamoring most for.

    In this day and age, much of the noise in the air has to do with: How can I find a job? How can I put together a resume that will
    get me a job when I spot an opening? Where are the jobs? With these thoughts in mind, the person who writes, publishes, and
    gets an instructional manual or even a newsletter relative to these questions, to the people, will sell as many as he can produce.

    So, step one is to "listen" to what the people are wanting, and then to satisfy those wants. You do this by spending some time
    researching the subject. Visit your local public library, interview a number of people involved who have succeeded in satisfying
    their wants, conduct a few "dry runs" for personal experience and then write your manual.

    The "secret" to ultimate wealth is the capability of producing a product that can be duplicated an unlimited number of times for
    pennies, and sold for dollars. A great many people get "bogged down" within this "rule" because they don’t under stand "time
    and motion" requirements.

    As an example, if you were to stage seminars for the unemployed in your area, to help them to find and land jobs, you would
    undoubtedly make a fortune very quickly. But, you would be committed to a certain expenditure of time every time you
    prepared for, and staged a seminar. Thus, you would be making a lot of money for yourself, but at the same time, you’d sustain
    a loss of time to enjoy your wealth doing the things you always wanted to do, once you became rich. The only way around this
    would be to train and hire other people to prepare for, and stage the seminars which would mean you would then be dividing
    your profits.

    At the bottom-line then, the "only way" is to write something, which can be duplicated as often as necessary, and sold virtually
    forever. Look at it this way, you spend a full month organizing your material and writing a manual that costs you $1 per copy to
    produce in quantity. You sell it for $20 a copy, and over a period of three years, you sell three million copies - in essence, that
    amounts to $60,000,000 for one month’s work!!!

    So, writing something "the people want," is the only way to go. But, be careful. Make sure you’ve done your homework and
    what you write about is what the majority of the people "will stand in line to buy." Listen to what the people want, and then give
    it to them. This is the product selection part of your market research.

    By listening to the cries for help, and catering to them, you will not only have "discovered" the proper product; you will have
    also "identified" your buyers. Do not try to interest the people in something that does not specifically fulfill one of their wants.
    Don’t mistake a casual interest or complaint as "the voice" of the masses. Spend some time "listening," and then write to satisfy
    what "the people" want.

    Once you’ve got your product ready for customers to buy, you should spend some time creating the proper sales letter and/or
    circular you’ll use in presenting it to your potential customers. Above all else, your sales materials must radiate an image of
    professionalism and sell - sell - sell.

    Use quality paper and printing in presenting your sales message. Present what you have to say, not in manner that tells the
    prospect who you are, how well qualified you are to write on the subject, or how much work you put into the project; but from
    a stand point of how the customer is going to benefit from buying a copy of your manual.

    As an example - General Motors doesn’t advertise cars by telling you how they were designed and engineered - built by college
    graduates or union workers - nor have you ever heard of someone walking up to a car in a dealer’s showroom, kicking the tire
    and exclaiming, "Boy, this sure looks like a safe one." In fact, new cars are sold by the smell and the image of the prospective
    owner sitting in the driver’s seat and showing off by driving through his neighborhood - just climb in there behind the wheel and
    see how she feels to you - go ahead and take it for a test drive - drive it home and see what your neighbors think.

    The benefits your prospective buyer is going to receive, that’s the starting point from which all "winning" sales letters are written,
    circulars designed, and the "secret" of getting people to spend money on a product or service.

    Students from the advertising classes at your local college, free-lance advertising agency personnel, and - believe it or not -
    automobile dealership advertising managers, are the people to turn to for ideas and help.



    Follow Up Piece

    Next, is your follow-up piece. Ideally, this is a simple one page listing of other "related" materials for your customers. So,
    assuming you’ve sold him a manual on how to land a job - your follow-up piece might list manuals on how to dress to project a
    winning image, how to breeze through job interviews, and/or what to do after the interview, perhaps an opportunity for your
    buyer to subscribe to a quarterly newsletter listing job availability’s.

    It’s important that you have your follow-up piece put together, and ready before you make your primary offer available to the
    public. Then, when you start receiving orders, along with the manual the customer has ordered, simply also enclose your
    follow-up listing of other materials available.

    Thus, you make one sale and as a result of he first sale, you make further sales of related materials - the kind of "back end"
    sales that will keep you in business, and your profits multiplying. Don’t neglect the follow-up piece.



    Mailing Lists

    Getting your offer to your most likely buyers is going to cost you money, and here’s where most direct mail beginners drop the
    ball. Do not try to save money, and send your offer out to just any old list of names. Contact a reputable mailing list broker -
    visit your public library and ask the librarian for a copy of the Standard Rate & Data Services directory pertaining to mailing list
    brokers - tell the mailing list broker about your offer and ask for his help in choosing a mailing list that will be profitable for you.

    You’ll probably have to rent a minimum of 5,000 names at a cost ranging between $35 and $95 per thousand, but in the end -
    you’ll save a lot of time and money because with a good offer and a good mailing list you count on a tremendous response.

    For instance, the one time rental of a good mailing list may cost you $475 at $95 per thousand... But then, a 20% response
    from such a list on a $20 manual, would mean $20,000 in your pocket.

    To spend your time compiling names and addresses from incoming mail order offers, or to rent and use a mailing list from any
    source other than a reputable broker is not only foolish but also a shortcut to the poorhouse! Identify your most-likely buyers,
    contact a reputable mailing list broker, match your "buyer profile" to his most responsive list, and you’ll make money - lots of
    money - every time. Anything less is just an exercise in futility!

    There you have it - short & sweet - cut & dried - and, the "easy way" to the big profits in mail order starting from scratch...
    These are the basics - the secrets to how others have done it, and how you can do it too. Organize yourself, follow these
    guidelines and it’ll be next to impossible for you not to succeed.

    Remember though, your best product will be "how-to" information. Something the people "want" to learn. Something you can
    research, write about, and produce for pennies and then sell for dollars.

    And don’t forget, once you’re ready to start taking orders, make sure that you get your offer to the most likely buyers. Get out
    of the "mail order circle" and to the people who want and will spend money for your product.

    It’s easy - it’s simple - and it can be very rewarding! Understand the requirements, position yourself to succeed and do it! This
    time next year, you could be a millionaire!!!

    You can advertise your services in flyers that get mailed with other circulars and ad sheets in your big mails, which are ordered
    by customers whose names and addresses get added to your rental mailing list, which is ordered by other dealers who find out
    about your other services.

    Customers who aren’t in the mail order business can still gain useful information from your products, use your print brokering
    services to get the best prices on their other printing needs, and can purchase return address rubber stamps from you.



    Important Tips

    It all goes together in a cycle that will make money for you. All you need to do is be persistent (VERY) and remember the
    following tips:


    ADVERTISE! People can’t and won’t order from you if they don’t know who you are and what you sell. Get those
    ads out there! You don’t have to spend thousands of dollars on full-page ads. Put those one-inch ads in the ad sheets
    you get in the mail. They’re cheap, and they WORK.

    REINVEST! Don’t expect to build a full-time business by putting a few ads in ad sheets, then never advertising again. If
    you want to succeed, you MUST put at least 50% of your profits back into advertising. Expand the amount of
    advertising you do until you saturate the market. That’s the way to be a success. Start your business part-time, and keep
    your full-time job, so you don’t NEED to dip into your profits for spending money. If you pour your profits into
    advertising at the beginning, it will take less time for your part-time business to become self-supporting and full-time.

    STAY ALERT! Read and save all the mail order related mail you get. Your files will prove to be a valuable source of
    information and ideas for future products, ads and services.

    WORK WITH OTHER MAIL-ORDER DEALERS! You will find that the competition in this business can also be
    your friend. When co-publishing and mailing other dealers’ circulars, you will be helping them. They will help you in
    return. Be honest, trustworthy, and deliver on all your promises, and the other dealers you work with will do the same.

    DON’T GIVE UP! If you think you can get rich overnight in mail order, you need to rethink things. Sure, some people
    have gotten lucky, but the majority of mail order businesses start slow and build slowly. You can’t give up after the first
    month. Be like the little engine that could, and keep pushing along. It will take time, but the time you take will be worth it.

    BE SKEPTICAL! If you see an offer in the mail that is far too good to be true, it probably IS too good to be true.
    Don’t fall for the get rich quick junk, and don’t try to sell the stuff, either. Your customers won’t be very loyal after you
    burn them.

    GOOD CUSTOMER SERVICE... Customer service is of the utmost importance in mail order. Give a good guarantee
    on your products. If they are good and deliver on your advertised promises, you won’t have to worry about many
    customer returns. If a customer has a complaint, make sure you answer them quickly and kindly. Sometimes, the best
    return customers are the ones who have had problems that you’ve corrected. They see that you have their interests in
    mind, and respect you for that.

    STUFF THAT ENVELOPE FULL! Return business is the key to making money in mail order. That first order covers
    your costs; the return business is profit. Always give your customers a lot of products and services to choose from.

    If you follow these rules and use the information provided in this report set, you should find yourself on the way to an exciting
    part-time or full-time mail order business that you can operate out of your own home!

    Additional Information

    There is a lot of excellent material being written and sold for beginners to the mail order field. It seems everyone is ready, willing
    and able to offer their "words of wisdom" to the new business owner and this is GREAT! This action on the part of almost every
    stable mail order dealer only goes to further prove my point in this report.

    Mail order is loaded with the best people in the world! Walk into any corporate-owned establishment and be introduced to
    "greed" first-hand. Please don’t get me wrong, there are some very well run organizations, but any time you hire employees, the
    dedication to your product or service begins to deteriorate.

    In the early 1800’s most of the businesses were owned by one person or one family. They took pride in their product and took
    the time to provide their customers with high quality. The other day one of my customers called to thank me for a publishing job
    I had completed for them. They said they couldn’t find my company’s type of quality at any price locally. They explained that
    the majority of people don’t take "pride" in their wares.

    But what is mail order filled with? Small, one-person-owned businesses. We have built them from the ground up and we are
    PROUD to be able to service our customers. And when we have a customer complaint, we normally do every-thing and
    anything under our power (even if we lose money) just to make that customer satisfied! This is PRIDE! And I’d like to believe
    that most of us all have it!

    Multi-level companies also sell excellent quality products. The shampoo and conditioner I use, the cream I put on my face every
    night, the mail order printing company I utilize as well as the many other products and services I order through the mail are
    products I could NEVER purchase locally. So don’t forget to let the beginners know who we really are! Beginners are like
    children (so-to-speak.) They come into this industry with the willingness to learn from experienced professionals. They do not
    know when they are told to hand address their envelopes in red ink that this is ridiculous!

    If you take a 2-year-old child and tell them that people in Russia all have green skin they will believe you without question. They
    will never doubt your word until someone else comes along and convinces them otherwise. Beginners to mail order are the same
    way. We have a duty to train them correctly and give them honest and sound advice.

    The problem is that some people are greedy and don’t want to train them properly. They are afraid if they teach them what they
    know that the beginner will be better than they are; make more money than they will; outshine them and be more successful.

    Unfortunately this is greed talking. Any beginner you help to become successful will take you right along with them. They’ll
    never forget you taking time and educating them on exactly how to make money. The more money they make the more money
    you will make. But even besides this they will benefit the mail order industry as a whole. You won’t live forever. The mail order
    industry will continue thriving long after you are dead and buried. Shouldn’t it be our concern to teach people to carry on what
    we started?

    Sure, there are some beginners that are only looking for a fast buck and a way to make some easy cash. These people don’t
    need your time and dedication, but they don’t need you lying to them either and robbing them. Instead, steer away from these
    types and concentrate your energies on people who really want to succeed. The beginner who has pride in their business is the
    same beginner that will grow up and remain dear to you.

    Treat beginners of today like they are big companies of tomorrow. When I first started in mail order, I didn’t know that SASE
    meant a self-addressed stamped envelope. I saw an advertisement from TOD House, PO Box 4769, Chicago, IL 60680 that I
    answered and I didn’t enclose a SASE as requested since I didn’t know what it was.

    TOD House wrote back a dirty note that said: "Your business tactics are typical of women and we have more bad customers
    that we know what to do with. We don’t need another bum like you."

    These words hurt me deeply. But guess what? Now 7 years later, I can tell other people about this incident and educate them.
    Where did all this get TOD House? No where! And to think all this started over a simple first-class stamp? Come on folks!
    Don’t you think it’s time to start helping instead of hurting? Don’t you think it’s time to contribute to our industry?





    CUSTOMER SERVICE TIPS

    Can we be too good to our customers? No way! Our customers are the backbone of our business! They’re right no matter
    what!

    But I’m sorry to disagree with you. As small, honest and legitimate businesses we have a tendency to place our product quality
    above money. While this is the "right" way of building a strong, solid business; there are customers that will try to take advantage
    of you. You have to learn how to notice this possibility coming and "bow out gracefully" without losing the customer.

    Remember that most newcomers to the world of mail order think that they are ordering from BIG companies just because we
    have a company name! They cannot conceive how poor and struggling a lot of us really are. They think we can absorb costs
    and because they are poor themselves, will often try and take advantage of people like us. (If they only knew the many times I
    have personally had to hold an order up for mailing because I couldn’t afford the 52c to mail it back, or the guy who bounced a
    $2 check and caused a close friend of mine to go "in the hole" $15 in bad check charges.)

    But because we are honest people who place our product ABOVE money we sometimes let people walk all over us. In fact a
    mail order buddy of mine (who distributes shareware computer disks) is normally so happy when she gets an order that she
    gives the customer almost 10 times more than what they pay for. She is so excited about keeping a customer that she goes
    overboard to make them happy.

    Unfortunately, a lot of people will take advantage of this situation. They think, "Hey, if I can get this much for hardly nothing, I’ll
    see how much more they’ll give me. Look at all the "freebies" I could get and all the money I could save." They’ll lose respect
    for you. However, this line of thinking is only short term. Sure, as a customer, you might get some more free stuff with the next
    order, but pretty soon the business owner will realize what’s going on. Then you’ll lose that business contact forever! I can still
    recall the people who ripped me off before and I would NEVER do business with them again! This is a sad situation!

    As a dealer, you can learn to give your customers what they pay for. Go that extra mile on special requests, but never
    over-extend yourself if it means lost profits to your business. This line of thinking will cause you to set yourself up to be taken
    advantage of and then you’ll become resentful toward your customers; which is bad.

    Another friend of mine was so stunned by landing an on-going, monthly publication that she promised the customer "the moon"
    without even having to do so. When she lived up to all her promises she ended up paying $215 out of her own pocket to
    publish each issue. Of course, she had to cancel her contract forever, which is "bad business."

    In mail order we all have the ability to make ourselves look "richer" than we really are. We can work co-op deals with other
    people to barter and trade for things we don’t have and could never pay for. Then, when orders are filled professionally, the
    customer suddenly thinks the mail order dealer has a lot of money to spread around and can afford to lose a few dollars on
    them.

    If a customer does not send the correct amount for you to fill his or her order simply write them a nice letter explaining that they
    did not enclose the proper amount. Send them an invoice showing the amount they still owe and bill them before filling the order.

    If someone calls you up on the phone and talks a "good" sales pitch (with the intention of getting you to fill their order before
    they pay you) kindly explain that your company policy is to receive payment first since they are a new customer. No other
    explanation is necessary.

    However, don’t go overboard and get crazy. If a new customer forgets to enclose a 29c stamp, go ahead and send them
    information. It’s silly to spend another 29c stamp yourself to tell them to send a 29c stamp. And not filling the order is also
    crazy. If the customer cared enough to write in the first place, you at least owe them a response. Besides, it might bring a big
    order. Don’t get hung-up over a stamp!

    Some dealers refuse to take personal checks because they are afraid they will bounce. Again this is not good customer service
    since it’s a lot of trouble to buy a money order when most people have checking accounts. This line of thinking will cost you lots
    of lost orders. However, you can hold the check for clearance before you fill the order if the amount is over $25. Use common
    sense and you’ll make it!





    The Beginner’s Opportunity Guide

    The Mail Order business is not a business in and of itself, but it is another way of doing business. Mail Order is neither more nor
    less than selling a product or service via advertising and the offers you send out by mail.

    Therefore, to start and succeed in a mail order business of your own, you need just as much, and in some cases, more business
    acumen than you would need in any other mode of business.

    Remember too, there are good guys in mail order, and there are bad guys, just like in any other business. So, your best bet for a
    proper start with the greatest chance for success is after a thorough investigation of the products being offered and being sold;
    an analysis of the costs involved to get a fledgling mail order operation off the ground; and a good sixth sense of what your
    potential customers will buy. You’ll need a great deal of patience, and persistence as well.

    Mail order is over saturated with plans, directories, sales materials and products that have been around for ten, fifteen, twenty
    years and longer. Many of these materials were not that good in the beginning, and yet they’re still being sold as quick secrets to
    wealth and fame. This is part of the reason for the junk mail reputation of mail order.

    Just a little investigation on your part will show that the most successful people doing business by mail are always on the alert for
    new products and they quickly add these products to their own sales inventories as they become available. This is a must for
    success rule, regardless of whether you do or don’t produce your own products.

    It’s almost impossible to gain much success with a single product report, booklet, book or manual. The best way is to search
    around for a number of related products, then, after arranging dropshipping deals with the suppliers of the products you want to
    include in your listing, along with your own self-produced product, make up a catalog listing. It is best if this is a single 8 x 11
    sheet of paper, printed on both sides, listing the titles of the reports and/or books you have available, including your own, with a
    tear off order coupon at the bottom.

    One of the best programs available in mail order today is offered by Premier Publishers. This company offers you a variety of
    circulars, with an order coupon on the bottom of each circular. At present, they can provide six different circulars, listing over
    100 different low-cost reports and manuals, such as the report you are reading now. The circulars are grouped according to
    price range and subject matter of the reports described in the circular. There is an open space on the order coupon for you to
    insert your own name and address. After inserting your name, you can take or send the circular to the printer of your choice,
    and have copies printed in the quantity you need. The next step is to insert these circulars, along with one of your own product
    circulars, in all your mailings. Premier Publishers allows you a full 50% commission on each sale of items on their circulars. They
    will dropship for you, keeping your customers names confidential, and in no way encroaching upon them. In addition, discounts
    up to 80% off the retail price are available to you when you are ready to carry your own stock, and buy reports or books in
    quantity.

    This is what you need for a money-making start in this business: a full page circular advertising your own product, plus another
    full page circular listing products or titles related to your primary offering. Premier Publishers advises you to send two full page
    circulars: one advertising your own product (if you don’t have a primary product of your own, they’ll furnish you with single
    book circulars to feature), and another advertising a list of related products or titles available to your customer.



    Materials And Supplies

    Once you start receiving orders from this mailing, you must immediately acknowledge receipt of the orders and follow up with
    other offers. The follow-up offer is where most beginners fail. Either they don’t have follow-up materials to send or they just
    don’t send out these follow-up offers. Here again, Premier Publishers can provide the material for the follow-up. They can
    supply you with a 24-page Unique Books catalog, which lists over 400 titles for your customer to choose from. These catalogs
    can be ordered in small quantities, and you may rubber stamp your name and address on each one before mailing. These
    catalogs are also available, for larger quantities, with your name and return address already imprinted. To follow-up after
    receiving orders from your customers, simply write a short note, thanking your customer for his patronage, and advising him
    when to expect to receive his order, and then include a follow-up offer, such as the book catalog, in that mailing. And that’s
    how you will build your business, and attain success in mail order.

    But, let’s get back to the beginning and help you to learn what it takes to succeed in mail order. Don’t believe those ads that tell
    you it doesn’t take any money. First off, you are going to need envelopes: #10 mailing envelopes with your name and return
    address imprinted in the upper left corner. You’ll also need a return reply envelope with your name and return address on the
    face of the envelope with each #10 envelope you send out. These can be either #6 or #9 return envelopes. Ask your printer or
    office supply store to let you inspect samples.



    To realize profits of any consequence, you’ll need to send out at least a thousand, preferably five thousand letters per mailing.
    And to back this up, you’ll need a supply of envelopes for your acknowledgment and follow-up offers. You can purchase
    imprinted mailing and return reply envelopes from your local quick print shop; but for better prices, and with the thought in mind
    of keeping your costs in line, it’s best to shop around for the best prices. Generally speaking, you’ll find the lowest prices
    offered by those printers who do business by mail. Look for "printing by mail" advertisements in all the mail order publications
    you come across. Write to them for a price list and a sampling of their work. For envelopes, we suggest you contact any of the
    firms listed on the next page for their current prices.

    Speedy Printers Pittman Printing

    23800 Aurora Rd. 1135 W. Merrill Ave.

    Bedford Heights, OH 44146 Porterville, CA 93257

    National Press, Inc. Mahair Sales

    527 W. Randolph 415 Morris Bridge Rd.

    Chicago, IL 60606 Zephyrhills, FL 33599



    FOR EXTRA LARGE ENVELOPES:

    Envelope Converters GrayArc

    4815 Metropolitan Ave 882 Third Ave.

    Brooklyn, NY 11237 Brooklyn, NY 11232



    FOR ORDER-MAILING ENVELOPES:

    New England Business Service U.S. Box Corp.

    00 Main St. 1298 McCarter Hwy

    Groton, MA 01471 Newark, NJ 07104



    YOU’LL ALSO NEED SHIPPING LABELS:

    Label Center Labon of Hollywood

    308 Washington Box 54386

    St. Louis, MO 63101 Los Angeles, CA 90054

    L & D Press C.J. Fox & Co.

    152 W. 42nd St. PO Box 6186

    New York, NY 10036 Providence, RI 02940

    FOR LETTERHEAD PAPER: Try your local area commercial printers first, and then con tact the following for the best
    prices:

    National Engraving Co. E.M. Printing Co.

    PO Box 2311 187 Conklin Ave.

    Birmingham, AL 35201 Brooklyn, NY 11236



    FOR YOUR CIRCULAR PRINTING:

    Stephen Gaffney White Oak Stationery J.E. Thomas Ent.

    110 Ashburton Ave PO Box 429 PO Box 253

    Yonkers, NY 10701 Colesville, MD 20904 Detroit, MI 48221



    FOR TYPESETTING & GRAPHIC LAYOUT/DESIGN:

    Fitch Graphics Graphics South Stern Graphics

    PO Box 76850 1348 Kings Hwy 335 Great Neck Rd.

    Atlanta, GA 30328 Shreveport, LA 71103 Great Neck, NY 11021



    FOR COPYWRITING HELP:

    Lee Howard Grafix-One

    PO Box 1140 947 Hickory Road

    Clearwater, FL 33517 Hillsdale, MI 49242



    FOR BOOKLET PRINTING:

    Champion Printing Speed Printers Dinner & Klein

    PO Box 148 2380 Aurora Rd PO Box 3814

    Ross, OH 45061 Bedford Heights, OH 44144 Seattle, WA 98124



    FOR HARDBACK BOOK PRINTING:

    Harlo Printing Co. Automation Printing

    16721 Hamilton PO Box 12201

    Detroit, MI 4823 El Cajon, CA 92022



    IF YOU NEED BUSINESS CARDS:

    Paul K. Alexander Nancy Jo Laub Caprice Printing

    14504 Lanica Circle Stelle RR #1 401 Cossen

    Chantilly, VA 22021 Caberry, IL 60919 Elk Grove, IL 60007



    POSTERS:

    Ben & Sons Press

    3513 W. Lawrence

    Chicago, IL 60625

    As you can see, the mail order business is very closely tied in with the printing business. Unless you have your own printing
    plant, always shop around for the best prices and keep your production costs in line.

    Once you’ve gotten your envelopes ready, and your circulars made up, you’ll need a potential customer list. Again, don’t
    believe the advertisements and free advice which states that all you have to do is send your materials out to a fresh opportunity
    seekers list. We have found that the best prospects are those people who have purchased similar or related items.

    Here again, Premier Publishers can help out. They generally receive 2,000 new names each month. These names come from
    Premier’s national advertising...people who are interested in new ways of making money...easier ways of building a mail order
    business.

    Certainly Premier responds to all these inquiries, but they do not offer the same items the various dealers and distributors are
    offering. Premier offers their mailing lists for rental. Write for current description of names which are available.

    When selecting a supplier to work with in the mail order business, always be sure they are quick to fill your orders. Customer
    complaints are the last thing you want, and poor service leads to dissatisfied and lost customers. Always be sure your supplier
    protects your customer list, and always make sure he goes that extra mile to work with you, and not just for his own profits.
    This is the kind of service you want from your supplier.

    Finally, you’ll need to consider advertising the different offerings you have for sale. We suggest that you start small with a few
    experimental ads in your local paper or shopping news. Then you can move on to the bigger publications such as GRIT,
    CAPPERS WEEKLY, BUDGET ADS, FAMILY TRAVEL LOG, INSIDERS, AMERICAN BUSINESS, SPARE TIME,
    MONEYSWORTH, etc.



    Starting Your Own Mail Order Publication

    If you are an old hand at mail order, or a newcomer to the business, sooner or later you are going to want to try your lick at
    having your own publication.

    There are some pro’s and con’s to running your own publication.

    The good points - - -

    Prestige - You are the Editor and Publisher


    You can get free advertising for your products.

    You can earn profits on the publication.

    You can get a name in the mail order field.

    You can write articles and editorial opinions.

    Some of the con’s - - -

    You have to be careful in selecting a format. Too many people send all their money trying to start a publication and don’t plan
    far enough ahead to keep it going.

    It takes time - doing layouts, collecting material to use, pasting up ads. You will learn more about tricks of the trade in this
    report.

    So, if the scale of interest tips toward your desire to give it a try, be prepared to put some time and dollars into getting it off the
    ground.

    Your best format, and the cheapest, is to use 8 x 11 standard letter size sheet. Fold it in half, making a folder of 5 x 8
    size. You now have what is termed as a 4-pager publication. An 8-pager would be using a second sheet, folded to the 5 x 8
    size and placed inside of the first sheet.

    Then after you have your publication launched, you will make things easier by having some layout sheets printed in
    non-reproducing blue ink. The layout sheets are divided into two columns per page, and column inches. There are sixteen
    1-inch spaces per page (eight per column). This is the starting point in determining the cost and selling price per column inch for
    ads.

    Take a layout to your local quickie printer, and get a price for 1,000 copies of your 8 x 11 sheet, printed two sides.

    For an example, let’s assume your printer wants $20.00 for 1,000.

    On a four-page publication, you reserve the front page for your masthead (name of the publication) and three pages for
    advertising.

    You have 16 one-inch spaces per page times three pages, so you have 48 spaces available to sell. If you sell each space at
    $5.00 net to you, you will generate 48 x $5.00 or $240.00 in revenue for one sheet folded into a four pager.

    Remember, if you use an eight pager, you are generating $80.00 per page from advertising, so every ad of your own (or articles
    that use up ad space) reduces your income. An eight pager, less the front page, generate 7 pages of advertising revenue, or
    $560.00. Your cost for an eight pager for printing would be approximately $40.00 for 1,000 quantity, leaving you a profit of
    $520.00

    Start by putting together a layout - a four pager. Select a name that tells it all, in one or two words if possible, i.e. "The Mail
    Box". Decide how often you are going to publish - once a month - bi-monthly - quarterly. Write your editorial copy for the front
    pate; a typewriter is all you need. Type your copy on separate sheets in two columns and paste it up.

    Tell all about your publication...what, where, when, who, etc., and be sure to tell the circulation you will have 1,000, 2,000, etc.
    The more circulation you have, the more you can ask per inch.

    When you are first starting out, with only 1,000 circulation, you may not be able to get $5.00 per column inch. It may be
    necessary to charge only $2.50 per inch to get advertisers to buy your space.

    Your next step is to post up some ads. If you have products that you sell by mail order, use them to fill the pages. You may also
    write to some who are advertising in other publications and offer them an introductory ad at a reduced rate for the first issue.
    The back page should be reserved for your advertising order blank, calling attention to the special price, and inviting potential
    advertisers to complete it and mail it in with payment.

    When pasting up ads, make sure to keep them in a neat column width. And if someone submits an ad on colored paper, dip it in
    household bleach and place it on a paper towel to dry. The bleach will take out the color background so that your printer can
    handle the reproduction.





















    CO-PUBLISHING

    Most publications in mail order are co-publishing publications. This means that is you are the prime publisher, you insert a box
    on the front page with "Co-Publisher" printed above it. Co-publishers are your advertisers. Each may run an ad in your
    publication one time, paying the full rate, and agreeing to mail 25, 50, or more copies with his name stamped in the Co-publisher
    box. The Co-publisher mails out his copies, and since it is a Co-publisher publication, the prime publisher does not solicit ads
    directly, but refers all ads through a Co-publisher. The Co-publisher sells ads by mailing out copies. If you establish a rate of
    $6.00 per 1-inch ad, your Co-publisher keeps 50% and sends the ad to be run, along with your 50% to you.

    This is a method of distributing your publication without having to mail it yourself. However, experience has proven that only
    about 40% actually mail their copies, so your publication may not get distributed and results would be very discouraging to you
    and the advertiser, (even though they did not do what they agreed to do).

    The best idea is to get your hands on as many other publications as possible. Type up labels with all advertisers, and prepare
    your own mailing list; you may wish to supplement this with a list of mail order buyers that can be purchased from list houses for
    $30 per 1,000.

    Inquire at your local post office for information/instruction on bulk mailing. Current ruling is a minimum of 500 pieces, and if you
    get up to 2,000, you should really consider bulk mailings. You will find that a permit is necessary, which involved a fee, but bulk
    will cut your cost tremendously. You do have to sort and tie your mail by zip codes, but rate per piece is currently 19.8 for up
    to 3.8 oz. - - compared to 29 cents for the first ounce and 23 cents for each additional ounce first class.

    To improve your professional touches, learn more about graphics by purchasing books on graphics, layouts and techniques
    available from many sources - or go to your public library. You will learn about reproducing photos, reducing, enlarging, and
    using press-on type for headlines. These are elements you will learn quickly when you put out your own publication. If you have
    a local printer, you might be surprised to find he is willing to help your own publication. If you have a local printer, you might be
    surprised to find he is willing to help you be sharing information and shortcut tips. Also, study other publications for style and
    format, and make notes as to how you could improve them.

    When you have progressed to a circulation of 5,000 or more, you should look into a changeover to tabloid format (newspaper
    style) which is printed on Webb press - the savings are tremendous. But for starters, stay with the 5 x 8 format.



    Practical Plans For Mail Order Beginners

    Below are six simple, practical plans that will enable you to start and build your own money making mail order business. These
    plans have made money for others, and they will make money for you - If you will REALLY work at them!

    PLAN #1 - SELL BIG MAILS. The easiest way to start selling by mail is to advertise and sell "Big Mails". To get started,
    co-publish at least three Mail Order Magazines and several ad sheets. Use an ad like this:

    BIG MAIL - $1.00 - Commission Mailed Free!

    (Your Name and Address)

    When someone sends you $1.00, send him one copy of each magazine, one copy of each ad sheet, and one copy of every
    commission circular that you have in stock. If you advertise regularly, and fill each order by return mail, you will soon by selling
    ads and subscriptions, as well as merchandise offered on the commission circulars. You can expand by regularly adding to your
    list of magazines and ad sheets. There are some dealers who advertise in more than 100 Mail Order Magazines every issue. If
    you are willing to work, you can do the same thing!

    PLAN #2 - SELL DIRECTLY FROM ADS. If you are selling merchandise which is used by Mail dealers and Opportunity
    seekers, such as rubber stamps, information directories, envelopes, labels, mail order manuals, sample copies of opportunity
    magazines, etc., you can make money selling them directly from ads in the Mail Order Magazines. If you buy the merchandise in
    quantity, you can ship orders directly to your customers yourself. Otherwise, you can use the drop-ship method.

    To be successful, you must schedule REGULAR FOLLOW-UP MAILINGS to your customers offering more of the same
    merchandise or items that are closely related to it. Do this consistently, month after month, and you will be amazed at the
    number of checks you will have to deposit in your bank account!

    PLAN #3 - MAKE SALES THROUGH CIRCULAR MAILERS. If you have a good offer - one which really appeals to
    opportunity seekers - have your printer set up an attractive 3 x 6 circular and then pay circular mailers to mail them for you.
    Your circular will only pull if it offers some thing that mail dealers and opportunity seekers want and need.

    Ideally, 3 x 6 circulars distributed by circular mailers should offer "leader items", items which are appealing, useful and priced
    right (never more than a dollar or two; even less if possible). The purpose of the circular is to attract new, steady customers for
    your mailing list.

    You should plan to make regular mailings to each person who purchases your leader item. It is the REPEAT business that
    makes Mail Order Profitable.

    If you send 200 circulars to mailers every day for thirty days, you will have 6,000 circulars in the mail at the end of the month. If
    you send 500 a day, you will have 15,000 circulars in the mail at the end of the month! There are mail dealers who rely entirely
    on circular mailers to find new customers for them. Some of them distribute as many as 100,000 circulars every month!

    PLAN #4 - SELLING THROUGH COMMISSION MAILERS. This plan is similar to Plan #3 except that you do not
    pay mailers to mail your circulars. Instead, you print a good commission ad on the backs of your circulars, leaving a blank space
    for the commission mailer to rubber stamp his name and address.

    The mailer stamps his name on them and includes them in his mailings. When he receives an order for them, he keeps about half
    of the money as his commission and sends you the other half to drop-ship his order for him. You will probably make a small
    profit from his sales, but your real profits come from the circulars that he is mailing at no cost to you.

    This method is a little more complicated than Plan #3, since you have to stock merchandise and fill drop-ship orders - but in the
    long run, it is cheaper than paying mailers to mail your circulars.

    You can give your circulars away free, you can ask mailers to pay their postage for them, or you can run ads in the Mail Order
    Magazines.



    Commission Circulars

    100 - $1; 500 - $3

    We drop-ship for half.

    There are literally hundreds of people looking for good commission circulars. This can be a very effective way of building up a
    very prosperous Mail Order Business - if you have the stamina to work at it!

    PLAN #5 - GET PAID FOR MAILING CIRCULARS. Start by studying the mailing rates of other mailers in the Mail
    Order Magazines and then create a similar ad for yourself. Start small - advertise in lots of 100 and 250. Later, as you gain
    experience, advertise for circulars in 500 and 1000 lots.

    Besides your mailing ad, you should also run an ad like this!

    BIG MAIL - - FREE!

    Postage Appreciated.

    Soon after your mailing ad appears, you will start receiving small packages of circulars to mail - each with money in them! (Be
    sure to send a sample mailing to the mailing customer. It is the only way you will get more circulars to mail!) You will also get
    letters with stamps in them. Use the stamps to mail the circulars that you have been paid to mail.

    As soon as you get more requests for Big Mails than you have circulars; increase the number of your circular mailing ads. If you
    get more circulars to mail than requests for Big Mails, increase the number of your Big Mail ads.

    If you stick to your mailing copies of magazines in which you are advertising in your Big Mails, you will sell enough ads to pay
    for your own advertising. And if you include commission circulars in the Big Mails, your sales from them will be "pure gravy".
    Circular Mailers soon learn that there are dozens of ways to make money in this business - if they keep their eyes and their ears
    open!

    PLAN #6 - BECOME A "COMMISSION MAILER". The first thing you should do is sit down and order SMALL
    quantities of commission circulars from about twenty or thirty different dealers. Most will charge you about $1.00 per hundred.
    A few will supply them for just the postage. Once you have done this, order at least one new batch of commission circulars
    EVERY DAY! (You will find them advertised in the Mail Order magazines or you can buy lists of commission circular suppliers
    from most dealers.)

    Also order 100 names of opportunity seekers from two or three different dealers.

    It will take two or three weeks for your circulars to start arriving, due to present day third class mail service. As soon as you
    have about fifteen different circulars, start mailing them. Set a daily quota and stick to it. Five letters a day is 150 letters a month,
    33 letters a day is 1,000 a month!

    When orders come in, forward the order to the drop-shipper IMMEDIATELY! Then acknowledge the order and let your
    customer know that his order is being shipped to him direct from the supplier VIA THIRD CLASS MAIL. With your
    acknowledgment - INCLUDE SOME MORE CIRCULARS! I cannot over stress the importance of this. Your customer likes
    you and your offers - give him the opportunity to buy something else from you. He is your best source for more business.



    Orders will be slow - very slow - in the beginning, but don’t get discouraged. Initially this is a slow business, and the only ones
    who succeed in it are those who have the patience to persevere.



    When you find a customer, send him a new mailing every month for at least three months. (That is why you should be ordering
    NEW circulars every day!)



    Once you find a circular that "pulls" - order more of them. If possible, order them with your names and address PRINTED on
    them. (They will almost always pull more than rubber stamped circulars.) Eliminate circulars that do not produce orders, but
    keep mailing the ones that do. Eventually, you will develop a mail order "package" that will be irresistible to your prospective
    customers.

    As your customer list grows, you will soon discover that your mailings will become productive (providing that you mail to your
    customer regularly). A "customer list" will always pull more than a cold list. Making the first sale is certainly the hardest.

    Commission mailing is difficult in the beginning. Most beginners do not stick with it log enough to give it a fair chance. If you will
    stick with it - you can make money mailing commission circulars. It takes determination and a willingness to really work at it!

 

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