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This "mini" course outlines the essential elements for establishing and operating a successful mail order business. Here is a practical guide for beginners and check list for those already in mail order. THE COMPANY NAME: 1. Select a short, friendly, informal, easy-to-remember company name. 2. Your personal name is acceptable, but add "Co.", "Gifts", etc. 3. Home address or post office box makes no appreciable difference. STARTING SUPPLIES: 4. Neatly printed letterheads and envelopes 5. A typewriter - or the availability of one is a must 6. Parcel post shipping labels 7. Avoid purchasing expensive office equipment or supplies until absolutely needed for more efficient operation - and capital permits STARTING CAPITAL 8. To purchase above starting supplies 9. To pay for two or three publication ads to test your offer 10. Or, to pay rental for a minimum of 1,000 names for a direct mail program, plus postage costs 11. To pay for preparation and layout of a display ad 12. To pay for art work and typesetting of circular 13. To play for additional or continuing promotions if initial results are encouraging. 14. Costs to cover promotion expenses if further testing is required 15. Extra capital to allow for unforeseen and unexpected expenses THE PRODUCT: (Select a product that, preferably): 16. Is new, unusual and, if possible, exclusively yours 17. Is of good quality and fairly priceD 18. Fills a definite need for a wide and ready market 19. Offers strong appeal to the prospect 20. Is not commonly sold in retail stores 21. Cannot be bought elsewhere or only from limited sources 22. You can control its production or distribution 23. Is not expensive to make or produce; can be bought at low price 24. Interests a large percentage of the market 25. Is not seasonable (except Christmas); can be sold the year around 26. Lightweight; not fragile; safe and inexpensive to ship 27. Will be used up or consumed and must be reordered periodically LOCATING A SUITABLE MAIL ORDER ITEM: 28. Look through mail order sections of magazines to check what types of products successful mail order dealers offer 29. Inquire of local manufacturers and Chamber of Commerce 30. Attend trade shows (with gift, jewelry, household themes, etc. 31. Contact appropriate manufacturers listed in Thomas Register, available at Pubic Libraries 32. Watch for new product listings in trade journals and magazines 33. Check out close-outs, surplus and overstock offers 34. Contact mail order supply sources 35. Design, develop, manufacture or publish your own product THE LINE: 36. Develop or acquire other items to tie in with your main product 37. Present follow-up offers to customers and prospects 38. Promote succession of products appealing to the same trade 39. Sell such services as personalization, consultation, etc., if such services are adaptable to your line THE ADVERTISING COPY: 40. Use attention-getting, bold headline copy in ads 41. Illustrate the product if space permits; explain how it is used 42. Write copy in brief, bouncy, down-to-earth style 43. Avoid any overly-clever, tricky phrases or expressions 44. Be sincere; don't exaggerate 45. Describe the product clearly and fully 46. Stress the "YOU" approach; tell how the offer will benefit him 47. Avoid overtalking about yourself or your company 48. Strive for conviction and sincerity - be believable 49. Instill confidence; make the prospect feel you are honest 50. Stir him into action to order your product 51. Give specific directions for ordering 52. Provide a guarantee of satisfaction or money back 53. Tailor the ad/literature to fit the prospect you want to reach TESTING YOUR OFFER: 54. If capital permits, test more than one magazine 55. Test more than one ad, each in a different publication 56. Try split runs if the magazine offers regional or sectional issues 57. Continue a successful ad without change until its pull drops to break-even point 58. Don't rush to change an ad that is pulling well; experiment slowly 59. Test only one change at a time: size of ad - copy - different appeal - new headline - another illustration - new price 60. Use short testimonials if space permits 61. Offer a bonus - something free or at reduced price 62. Key each ad or mailing to determine where results were derived 63. Keep accurate records of returns from each promotion SALES LITERATURE: 64. Usually consists of sales letter, descriptive circular or folder, order form, return envelope (Some offers may be effectively sold by only a sales letter) 65. Effective sales letter must create AIDA - Attention, Interest, Desire, Action 66. The circular should fully illustrate or describe the product. It must provide more detailed information about the product - its uses, benefits, advantages and other special appeals 67. Return envelope is an essential part of sales literature to make it convenient for the customer to mail the order 68. Mailing sales offers by first-class mail vs third-class mail usually shows no appreciable difference in results 69. Mailing envelope can feature an attractive design or teaser message to induce the recipient to open and read the offer THE PRODUCT SUPPLIER: 70. Develop or produce your own mail order item, if possible 71. Try to arrange exclusive mail-order rights with the supplier 72. Establish supply sources close to home to save delivery time and shipping costs 73. Seek lowest price if item is offered by two or more suppliers 74. Order larger quantities, if you can afford such purchases, to get lower prices or greater discounts 75. Ensure the supplier is reliable and will provide the merchandise you plan to promote; that he will ship orders promptly 76. Consider only products which allow an adequate profit margin (at least a 3 to 1 profit mark-up on lower-priced items) 77. Consider a supplier who is willing to "drop-ship" your orders directly to your customers - seek at least a 50% discount THE SELLING PRICE: 78. Price merchandise fairly; give customers their money's worth 79. Include postage or shipping costs in selling price 80. Use round numbers ($3.00, $5.00, etc.) for lower-priced items to make it convenient for customers to remit payment 81. Allow for all costs in marking up prices - postage, overhead, packing, allowances for non-deliveries, refunds, bad checks 82. Be certain to allow yourself an adequate mark-up to assure profit 83. Test different prices to determine which selling price brings in the greatest amount of profit ADVERTISING: 84. Don't attempt to start unless you can afford at least two or three ads; or pay for a direct mailing to at least 1,000 names 85. Plan to advertise consistently 86. Use ad space relative to sale price, i.e., use small-size ads for low-priced items and larger ads for more expensive items 87. Items priced over $3.00 usually do not sell as profitably through classified ads 88. In space ads, offer products in the $3.00 to $10.00 price range 89. It is usually better to advertise for inquiries if an item sells for $10.00 or more 90. Two small ads will generally produce more business than one ad twice as large 91. Keep repeating ads as long as they continue to be profitable 92. Don't waste unnecessary space; advertising is expensive 93. Don't expect to make a killing from one ad or mailing. consistent advertising is the key to mail order success THE MEDIA: 94. Newspapers with mail order sections bring quick returns and are acceptable for initial test. Results are not usually as good as from magazine ads for long-range pull 95. Use only publications with the type of readership who will react favorably to your type of product or offer 96. Unsold inquirers should be followed up with special inducements or with new offers 97. Rent names only from reliable brokers or mail order sources 98. Use only lists of people who are logical prospects for your offer 99. Compile a mailing list from your own inquirers and customers 100. Offer your names to list brokers; this is a good source for extra income 101. Advertise in publications which feature large mail order sections; place ads in the same issues or sections that your competitors advertise THE ADVERTISING AGENCY 102. Select an advertising agency experienced in mail order 103. Check their credentials; current accounts; successful promotions 104. Don't use agencies which represent direct competitors 105. Expect to pay in advance for ad placements and other services until credit terms are established 106. Advertising agencies are not infallible. Forgive an honest mistake. Give the agency at least a second chance 107. Expect to pay for preparation of display ads, copy layout, and other services you authorize. Classified ad copy will be prepared without any cost to you 108. Extend full cooperation; go along with their recommendations 109. If your advertising budget is substantial, consider setting up your own advertising agency - thereby saving 15% commission, plus a 2% discount in many instances SHIPMENTS: 110. Fill and ship orders promptly. Mail order buyers get edgy with delays 111. Use plain but sturdy packing to ship orders 112. Ship via parcel post or U.P.S., whichever is cheaper 113. Use neatly printed shipping labels 114. Address labels with typewriter; not by hand unless indelible ink is used and address printed. 115. Specify "Return Guaranteed" on labels or package TERMS OF PAYMENT: 116. Accept personal checks; very few bounce 117. Avoid C.O.D.'s unless you receive sufficient down package to assure you have collected enough to cover the costs of the return, plus costs of handling and repacking the merchandise 118. Don't offer to sell on credit or time payments unless item is high-priced and you can afford to carry credit accounts THE CUSTOMER: 119. Consider the customer your greatest asset. Acknowledge that he is always right; even when he isn't 120. Handle complaints promptly; write courteous explanation 121. Offer replacement if product is broken or damaged 122. Issue immediate refunds; adjust overpayments promptly 123. Promote new or other products to your customer list. No other class of prospect will be as responsive 124. Work your customer list until it no long proves profitable YOU: 125. You, mainly, control the destiny of your mail order business 126. Be energetic; devote as much time as you can spare to advance your enterprise to a more profitable future 127. Be determined to make you mail order business a huge success 128. Learn as much as you can about mail order techniques 129. Be original; exclusive 130. Don't copy anyone; copy only successful methods and techniques; always strive to improve on them 131. Keep searching diligently for new, "exclusive" products 132. Don't become disappointed by a slow start, or discouraged by a failure or two along the way 133. Always perform professionally; an amateur does not get paid for his services 134. Build your own financial pyramid; reinvest profits into productive programs that may mushroom your profits steadily 135. Avoid being an easy mark for "get-rich-quick" schemes; start and operate your business on sound principles 136. Refer to this handy checklist periodically - remind yourself to follow only accepted guidelines that control the safe operation of a mail order business. BEST OF SUCCESS! This Article is Courtesy of <a target="_blank" href="http://www.MalaMaal.com"> http://www.MalaMaal.com - the ultimate Resource for <a target="_blank" href="http://www.malamaal.com/">Instant Download eBooks and Software covering various subjects that include health, self-improvement, diet and weight loss, recipes, love and relationships, Christianity, blogging, RSS, sales and marketing, scripts and templates, search engine optimization, traffic building, etc. You are free to reprint this article in other websites, as it is without editing, as long as the author's biography and all active hyperlinks (including anchor text) remain intact. Article Source: http://www.BharatBhasha.com Article Url: http://www.bharatbhasha.com/mail_order.php/32355
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