|Table Of Contents
- Getting Started
- The Follow Up Piece
- Mailing Lists
- Important Tips
- Customer Service Tips
- Beginners Opportunity Guide
- Materials And Supplies
- Starting A Mail Order Publication
- Practical Plans For Beginners
- Commission Circulars
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 dont exist.
But, dont 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, its your turn for a piece of
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 peoples 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
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 "hows
and whys" of these rules, then theres virtually no way you help but
succeed in the field of mail order, even starting from
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
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 dont 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, youd 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
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 months work!!!
So, writing something "the people want," is the only way to go. But, be careful.
Make sure youve 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.
Dont 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 youve got your product ready for customers to buy, you should spend some time
creating the proper sales letter and/or
circular youll 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 doesnt 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
dealers 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 drivers 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, thats 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 youve 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 availabilitys.
Its 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. Dont neglect the
Getting your offer to your most likely buyers is going to cost you money, and heres
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.
Youll probably have to rent a minimum of 5,000 names at a cost ranging between $35
and $95 per thousand, but in the end -
youll 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 youll 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 itll 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 dont forget, once youre 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
Its easy - its 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 arent 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.
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
ADVERTISE! People cant and wont order from you if they dont know who you
are and what you sell. Get those
ads out there! You dont have to spend thousands of dollars on full-page ads. Put
those one-inch ads in the ad sheets
you get in the mail. Theyre cheap, and they WORK.
REINVEST! Dont 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. Thats the way to be a success.
Start your business part-time, and keep
your full-time job, so you dont 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.
DONT 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 cant 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.
Dont fall for the get rich quick junk, and dont try to sell the stuff, either.
Your customers wont be very loyal after you
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 wont
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 youve 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!
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 dont 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 1800s 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 couldnt find my companys type of
quality at any price locally. They explained that
the majority of people dont 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 Id 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 dont 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
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 dont 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. Theyll
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 wont live forever. The mail order
industry will continue thriving long after you are dead and buried. Shouldnt it be
our concern to teach people to carry on what
Sure, there are some beginners that are only looking for a fast buck and a way to make
some easy cash. These people dont
need your time and dedication, but they dont 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 didnt 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 didnt enclose a SASE as requested since I didnt know what it
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 dont 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!
Dont you think its time to start helping instead of hurting? Dont you
think its 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! Theyre right no matter
But Im 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 couldnt 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
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, Ill
see how much more theyll give me. Look at all the "freebies" I could get
and all the money I could save." Theyll 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 whats going on. Then
youll 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 youll 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
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 dont 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
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, dont go overboard and get crazy. If a new customer forgets to enclose a 29c
stamp, go ahead and send them
information. Its 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. Dont 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 its 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 youll make it!
The Beginners 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
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. Youll need a great deal of patience, and persistence
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
theyre 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 dont produce your own products.
Its 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
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 dont have a primary product of
your own, theyll 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 dont
have follow-up materials to send or they just
dont 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 thats
how you will build your business, and attain success in mail order.
But, lets get back to the beginning and help you to learn what it takes to succeed
in mail order. Dont believe those ads that tell
you it doesnt 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. Youll 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, youll need to send out at least a thousand,
preferably five thousand letters per mailing.
And to back this up, youll 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, its best to shop around for the best prices.
Generally speaking, youll 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
YOULL 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
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
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 youve gotten your envelopes ready, and your circulars made up, youll need
a potential customer list. Again, dont
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
Premiers national advertising...people who are interested in new ways of making
money...easier ways of building a mail order
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, youll 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,
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 pros and cons 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 cons - - -
You have to be careful in selecting a format. Too many people send all their money trying
to start a publication and dont 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
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
Your best format, and the cheapest, is to use 8 ½ x 11 standard letter size sheet. Fold
it in half, making a folder of 5 ½ x 8 ½
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 ½ x 8
½ 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
Take a layout to your local quickie printer, and get a price for 1,000 copies of your 8 ½
x 11 sheet, printed two sides.
For an example, lets 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
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
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.
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 ½ x 8 ½ 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
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
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!
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
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
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
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 dont 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
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!