| No claim is made that the steps outlined
| |
| | return.* The conventional advertising
|
| would be successful for someone else.
| |
| | cost is 15% of sales or more inmail
|
| Each individual should obtain whatever
| |
| | order.* To evaluate your advertising
|
| professional advice may benecessary for
| |
| | cost, think in terms of cost per inquiry.
|
| his particular operation.
| |
| | This is calculated by dividing the
|
|
| |
| | number of inquiries into the cost of the
|
| INTRODUCTION
| |
| | ad. that cost may vary from about $$0.80
|
|
| |
| | to $2.00 or more.* Be careful when you
|
| The following is designed to provide a
| |
| | allocate advertising funds to small mail
|
| check list for new entrants into the
| |
| | order publications. The ad may appear to
|
| mail order field. Each mail order
| |
| | be very inexpensive. However, a $15.00
|
| business is different, but there are
| |
| | ad that gets no response is a lot more
|
| common elements that apply to most mail
| |
| | expensive than a $150.00 ad that gets
|
| order businesses, as well as some
| |
| | over 100 inquiries.* Stay away from
|
| specific characteristics that may vary
| |
| | those publications that have no news or
|
| from business to business. The following
| |
| | editorial content, and also those that
|
| suggestions were developed to assist you
| |
| | have poor printing quality.* There are
|
| in avoiding costly mistakes. Apply the
| |
| | a number of quality mail order
|
| various points as they relate to your
| |
| | publications, but it takes time to find
|
| specific business.
| |
| | the right publication for your product.
|
|
| |
| |
|
| COMPANY NAME
| |
| | ADVERTISING COPY
|
|
| |
| |
|
| * Select a short, easily remembered
| |
| | * Write tight copy.* Write as you
|
| name.* Unless you are using your own
| |
| | speak. You are generally appealing to a
|
| name, it is required in most
| |
| | mass market.* Prepare your copy
|
| jurisdictions that a trade name is either
| |
| | carefully. It must fit your specific
|
| registered with the county or the state.*
| |
| | medium.* The emphasis should be on YOU
|
| Before you spend money for printing
| |
| | rather than I, the company.* Be
|
| material, make sure that the name you
| |
| | sincere and don't make unreasonable
|
| choose is not already registered to
| |
| | claims, but remember that you are
|
| another company. You can usually conduct
| |
| | selling.* Try to convince the reader
|
| a name search with an office of the
| |
| | that you are reliable andtrustworthy.*
|
| appropriate jurisdiction by telephone.*
| |
| | Give simple specific instruction.* Key
|
| You may consider using a name that
| |
| | all ads to test their effectiveness.*
|
| describes your product.
| |
| | Check and double check, and have someone
|
|
| |
| | else check your ad to make sure
|
| COMPANY ADDRESS
| |
| | everything is correct and easy to
|
|
| |
| | understand.* Watch where your
|
| * Most newly established mail order
| |
| | competitors are advertising.*
|
| businesses will operate out of their home
| |
| | Experiment with new publications.* It
|
| until the volume of the business requires
| |
| | is generally considered impossible to
|
| larger space.* Most mail order
| |
| | sell something that costs more than $2.00
|
| businesses prefer not to use their home
| |
| | - $3.00 direct from either a classified
|
| address as their company address. If you
| |
| | ad or a small display ad. This is
|
| do, you will advertise your home address
| |
| | because there just is not enough space to
|
| in regional and national publications.
| |
| | convince someone to part with $10.00 or
|
| You have two other choices, a Post Office
| |
| | $20.00, for example. It takes a full
|
| Box(POB) or a postal box located in a
| |
| | page ad to do that.* If you use an
|
| commercial enterprise which rents out
| |
| | agency, use one that specializes in mail
|
| mail boxes.* A POB is generally the
| |
| | order, even if it is located out of town.
|
| least expensive, both to rent and for
| |
| |
|
| advertising purposes. (See below)
| |
| | RESPONDING TO INQUIRIES
|
| Some mail order operators claim that it
| |
| |
|
| reduces business because people do not
| |
| | * Each inquiry you receive in response
|
| trust a POB address. Yet there are just
| |
| | to an ad should be answered via First
|
| as many mail order operators who disprove
| |
| | Class, if at all possible, within 24
|
| this notion. The decision is yours.*
| |
| | hours.* The contents of the envelope
|
| If you rent a mail box in a commercial
| |
| | going to the prospective customer should
|
| enterprise, your box number usually
| |
| | contain: a circular, promotional flier,
|
| becomes a suite number in the address.*
| |
| | or mini-brochure, a sales letter, an
|
| Almost all publications will charge you
| |
| | order form (the order form can be part of
|
| a full word charge for each component of
| |
| | the circular), a return envelope, and
|
| your address, except the Zip Code and
| |
| | other appropriate information, such as a
|
| State which is counted as one word,
| |
| | fact sheet, a free report, etc.* In
|
| Example: Information Books, 300 Main
| |
| | general, circulars should be limited to
|
| Street, Suite 611, Centerville,Md 20910
| |
| | one 8 1/2 x 11 page.* A sales letter,
|
| Or:Information Books, Box 1000,
| |
| | on the other hand, can be as long as it
|
| Centerville, Md 20910.
| |
| | takes to say everything you need to say
|
|
| |
| | to a prospective customer in order to
|
| * The first address is counted as 9
| |
| | sell him the product.* Sales letters
|
| words, the second one as 6 words. Since
| |
| | should have an attention getting opening.
|
| advertising costs anywhere from 50 cents
| |
| | The idea of the opening is to get him to
|
| to $10.00 per word (classified
| |
| | read the rest of the letter.
|
| advertising) you could save a
| |
| |
|
| substantial amount of money at the end of
| |
| | POSTAGE AND SHIPPING COST
|
| the year if you use a post office box.
| |
| |
|
|
| |
| | * Answer inquiries to your advertising
|
| TELEPHONE
| |
| | immediately and via First Class Mail.
|
|
| |
| | Use Bulk Mail for future mailings.*
|
| * Some mail order companies do not
| |
| | You can save a great deal of money by
|
| show their phone numbers on their
| |
| | getting a Bulk Mail permit. Mail must be
|
| stationery, others do. It gives the
| |
| | sorted by zip code. Get more specific
|
| customer some comfort to see a telephone
| |
| | information from your Post
|
| number, although he may never use it.*
| |
| |
|
| You can show your residence phone number
| |
| | Office.* Keep your mailing lists clean
|
| in the appropriate printed material, or
| |
| | - updated.* Utilize all of the various
|
| you can obtain a business listing for
| |
| | mail classes, such as Printed Mail and
|
| your home.* The residence phone is
| |
| | Book rate.* Compare costs of shippers
|
| fine, for starters, if it is answered in
| |
| | other than the Post Office.* Guarantee
|
| a professional manner at all times.*
| |
| | return postage.* Watch your shipping
|
| If you plan to sell higher priced ticket
| |
| | weight. A fraction of an ounce can make
|
| items, however,(over $15.00) a business
| |
| | a big difference in a large mailing.
|
| listing would be advantageous since a
| |
| |
|
| prospective customer may pick up the
| |
| | PRINTING COST
|
| phone and check with the information
| |
| |
|
| operator whether "Company X" is listed.
| |
| | * Very large printers will not be
|
|
| |
| | interested in your business. Very small
|
| BASIC SUPPLIES
| |
| | ones, quick printers and instant printers
|
|
| |
| | although convenient, are generally too
|
| * Be conservative and frugal in your
| |
| | expensive. Their equipment is not large
|
| acquisition of items that you feel are
| |
| | enough to be competitive.* There are
|
| needed. It's always wise to start small,
| |
| | many medium sized printers that will give
|
| and as inexpensively as possible, and as
| |
| | you good pricing and quality printing.
|
| you build profits, you canbuy more and
| |
| | Often they have the capability to help
|
| better items.* The basics are a good
| |
| | you with layout and design.* Don't
|
| quality computer, Business stationery,
| |
| | hesitate to use out of town printers. If
|
| business envelopes (#10's), and return
| |
| | you live in a high cost-of -living area,
|
| envelopes, either #6 or #9 is fine.
| |
| | you can probably save a substantial
|
| All items should have your business name
| |
| | amount of money. Many of these printers
|
| and addressimprinted on them.* You
| |
| | advertise in mail order publications.*
|
| will also need some mailing labels and
| |
| | Utilize the promotional material
|
| some miscellaneous office supplies.
| |
| | available from your supplier.* Until
|
|
| |
| | you know what sells, print small
|
| PRODUCT
| |
| | quantities, even if it is more
|
|
| |
| | expensive.* Use colored paper for your
|
| * If possible, choose a product or
| |
| | promotional flyers to spice up your
|
| products that people needon an ongoing
| |
| | offer. Use white paper, blue or black
|
| basis.* Be sure the product is of
| |
| | ink for everything else.
|
| acceptable quality. Know theproduct
| |
| |
|
| before you sell it.* If feasible,
| |
| | CUSTOMER PAYMENTS, REFUNDS AND COMPLAINTS
|
| choose an item that is not widely
| |
| |
|
| availablefrom retailers.* Develop a
| |
| | * Accept money orders and checks.*
|
| line of merchandise. It is rarely
| |
| | Some mail order companies state in their
|
| possible to make money with just one or
| |
| | material that they will not ship for 10
|
| two items. The availability of a line of
| |
| | days to 2 weeks when payment is made
|
| related products is paramount to mail
| |
| | with an out of town check. This may be
|
| order success.* The more specialized
| |
| | an unwise practice because, it can create
|
| your products are, the easier your
| |
| | ill feelings with your customers. NSF
|
| marketing becomes.* If you are selling
| |
| | checks are rare.* An increasing number
|
| books, for example, it would be
| |
| | of mail order companies accept credit
|
| impossible, except for a very large
| |
| | cards - Visa and MasterCard - for
|
| company, to sell all types of books. You
| |
| | payment. It is generally felt that it
|
| may decide to specialize in books
| |
| | does increase sales.* If you cannot
|
| pertaining to sports, and may want to go
| |
| | obtain a credit card merchant agreement
|
| even further by zeroing in on football or
| |
| | with your bank work through a credit card
|
| baseball.
| |
| | clearing house. A number of these
|
|
| |
| | companies advertise in mail order
|
| SUPPLIERS
| |
| | publications. Since these companies
|
|
| |
| | generally charge between 6-9%, it may be
|
| * Your suppliers should provide you
| |
| | wise to set a minimum amount such as
|
| with reliable, quality,and reasonable
| |
| | $15.00 for credit card orders.*
|
| pricing.* Since you probably should
| |
| | Remember, "the customer" is always right.
|
| provide some type of a money
| |
| | An argument won,is usually a customer
|
| backguarantee (30 days is standard) you
| |
| | lost.* If you receive an order with an
|
| should expect the same guarantee from
| |
| | underpayment, ship the order and bill the
|
| your suppliers.* When buying from out
| |
| | customer for the difference.* Make
|
| of town suppliers, be sure to include the
| |
| | refunds on overpayments quickly.* Most
|
| shipping charge in comparing prices to
| |
| | mail order companies offer a 30 day money
|
| local suppliers.
| |
| | back guarantee. Some offer 90 days and
|
|
| |
| | even more.* It is unwise to offer
|
| DROP-SHIPMENTS
| |
| | money back guarantees on items priced
|
|
| |
| | very inexpensively, for example, a $3.00
|
| * Under a drop-ship agreement which is
| |
| | report.
|
| available from many suppliers for a
| |
| |
|
| variety of products, the supplier ships
| |
| | RECORD KEEPING
|
| your customers' orders directly under
| |
| |
|
| your shipping label. (Suggested
| |
| | * As in any business, it is important
|
| reading: "American-Drop-Shippers
| |
| | to keep records.* You need records to
|
| Directory".)* It is customary that the
| |
| | tell you what is going on in your
|
| supplier guarantees not to include any of
| |
| | business; to evaluate both your
|
| his promotional materials with the
| |
| | revenues and your expenses.* It is
|
| shipment; or to use your customer's name
| |
| | also required by law that you keep
|
| for any future mailings.*
| |
| | certain records.* Keep especially good
|
| Drop-shipping arrangements are suitable
| |
| | records of your advertising expenses so
|
| for people just getting started. It
| |
| | you can evaluate your advertising on an
|
| allows you not to have to carry a costly
| |
| | ongoing basis.
|
| inventory.* As your business increases
| |
| |
|
| and you develop a sense of what sells
| |
| | MAILING LISTS
|
| well, you can stock limited supplies of
| |
| |
|
| certain fast selling items, and continue
| |
| | * It is recommended that you do no
|
| utilizing drop-shipments for slower
| |
| | direct mailings, except to your own list
|
| products. Eventually, as your business
| |
| | of customers and inquirers, until you
|
| flourishes, you can carry an inventory of
| |
| | havethoroughly tested a specific product
|
| everything you sell.* Handling your
| |
| | through advertising.* Stay away from
|
| own shipments is advantageous for the
| |
| | inexpensive mailing lists, under $40.00
|
| following reasons: It cuts down on your
| |
| | -$50.00 per 1000.* Avoid mailing lists
|
| shipping expenses, it decreases the
| |
| | whose owners make unrealistic claims.*
|
| shipping time, and it allows you to
| |
| | Work with a list broker who wants to see
|
| include promotional material directly
| |
| | your product before he will rent you a
|
| with the shipment.* When you do
| |
| | list. Lists are rented for one time use.*
|
| utilize drop-shipments, be sure to send
| |
| | Lists from professional list brokers
|
| your customer a note that his order is
| |
| | rent from $60.00 andup, per thousand
|
| being processed and he can expect it by,
| |
| | names.* The general consensus is that
|
| or around a certain date.* It is
| |
| | you need to mail a minimum of 1000 names
|
| unnecessary to make your customer aware
| |
| | to get a fair reading. 5000 names would
|
| of the fact that the item is being
| |
| | give you a more accurate test.* Buyer'
|
| drop-shipped. Include some promotional
| |
| | names are better than names of
|
| material with your letter or note.
| |
| | inquiries.* The best mailing list is
|
|
| |
| | your own list of buyers. Second best is
|
| PRICING
| |
| | your own list of inquirers.
|
|
| |
| |
|
| * Buy at a price that allows you an
| |
| | FOLLOW UP
|
| adequate mark-up. In setting your
| |
| |
|
| prices, allow for all costs:* Cost of
| |
| | * The most important factor in mail
|
| product, shipping cost and postage, bank
| |
| | order is FOLLOW-UP Substantial profits
|
| charges including credit card charges,
| |
| | can be generated from this segment, if it
|
| wrapping, bad debts, rejects, refunds,
| |
| | is properly handled.* You can generate
|
| etc. In addition, the other normal
| |
| | a lot of sales by including promotional
|
| overhead costs need to be considered,.
| |
| | material when filling orders for
|
| Lastly, there is the substantial
| |
| | customers. Other orders are generated
|
| marketing cost for advertising, and for
| |
| | from mailings that are made to former
|
| printing ofpromotional items. (See
| |
| | customers, as well as individuals who
|
| following paragraphs)* Your prices of
| |
| | inquired about an offer in the past.*
|
| course, have to be fair and in line with
| |
| | Send out regular mailings to your
|
| your competition.* It is not necessary
| |
| | customers. At a minimum,four times per
|
| that you make a big profit on each and
| |
| | year. However, you can send out mailings
|
| every item. the real profit in mail
| |
| | as often as every 6 weeks or so, if you
|
| order comes from follow-up orders.*
| |
| | have a new product to offer.* As you
|
| THE 3 BIGGEST EXPENSE CATEGORIES IN MAIL
| |
| | build your mailing lists and you send out
|
| ORDER ARE: ADVERTISING, PRINTING COST,
| |
| | regularmailings, your orders will start
|
| AND POSTAGE. Over 80% of your total
| |
| | flowing in.
|
| expenses are in this area. Watch these
| |
| |
|
| expenses very carefully.
| |
| | RESEARCH AND EDUCATION
|
|
| |
| |
|
| ADVERTISING EXPENSE
| |
| | * Whether you are new to this field or
|
|
| |
| | not, to stay on top, you must continue
|
| * Start with classified ads. As you
| |
| | your education by reading books and
|
| test them and know whatis successful, you
| |
| | reports on mail order and subscribing to
|
| can switch to display ads.* To test an
| |
| | mail order publications.* Always be on
|
| offering and a specific ad, run it once
| |
| | the lookout for new products you can
|
| in a specific publication and you should
| |
| | offer your customers.* Study the
|
| get a reading that could be very positive
| |
| | advertising of your competitors. Request
|
| or very negative. It might also be
| |
| | theirmaterial and study it.* Study all
|
| inconclusive. If that is the case,
| |
| | mailings you receive.
|
| simply run it again.* It is best to
| |
| |
|
| test an ad by running it in different
| |
| | Continue to learn about mail order by
|
| publications.* Advertise in
| |
| | reading, experimenting, and talking with
|
| publications that advertise similar
| |
| | other mail order operators. Have
|
| products.* If you have a sure seller,
| |
| | patience. Success will not come
|
| buy larger space.* Special interest
| |
| | overnight. It takes time to build a
|
| products should be advertised in special
| |
| | successful business. Start slowly and
|
| interest publications.* Keep on
| |
| | expand your business from your profits.
|
| changing the ad and offering until you
| |
| |
|
| are satisfiedit is right.* Examples of
| |
| | Good Luck!
|
| changes you can make are: size of ad,
| |
| |
|
| copy,appeal, special gimmicks such as
| |
| | Copyright 2004 by DeAnna SpencerDeAnna
|
| discounts, free gifts or reports, etc.*
| |
| | Spencer is a virtual assistant that helps
|
| Remember that a given ad can be 20 or 30
| |
| | entrepreneurs run a successful business
|
| times more successful than another ad
| |
| | by providing affordable administrative
|
| advertising the same product. It pays,
| |
| | help. She also publishes a blog for
|
| therefore, to continue testing until it
| |
| | small business owners. Visit this small
|
| is just right.* Repeat a successful ad
| |
| | business resource today.
|
| until you no longer get a satisfactory
| |
| |
|
