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AME RI CAN MAI L PROF I TS AME RI CANMAI L PROF I TS. NE T

I SSUE#2 ADRA TE S

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AME RI CANMAI LPROF I TS P. OBO X331 PUTNAM, CT06 260


American Mail Profits Issue: #2

September 1, 2016

Hey there! Thank you for taking time to read this issue of American Mail Profits. This issue is using a brand new software that allows very simple viewing of the magazine and does not kill your internet resources. This issue is PACKED with many HOT opportunities currently being promoted. Be sure to consider writing to any of the advertisers for more information or join a couple. If you do, let them know you found their ad in American Mail Profits! One thing I’d like to remind our (current and potential) advertisers: keep in mind how your ad looks when you send it to us. All advertising campaigns are scanned and included in the magazine exactly has they are received by us. We do not edit, modify or do anything to your ads but scan it into the magazine. If your ad has a fold or crinkle in it, it may show in the magazine. We will not refund or rerun any ad due to quality complaints. For your convenience we also accept campaign materials via e-mail (americanmailprofits@gmail.com). Some other exciting news: American Mail Profits has gone to print! You can purchase a subscription from the included flyer in this issue and future. Our printed copy is in black & white and is delivered direct to your door, by the second week of the month. Are you a serious mailer? American Mail Profits is looking for a select few to use and provide feedback on a custom software developed by us. This software is specifically built with a mail order business in mind and provides its businesses with a simple, yet sophisticated platform to aid in:   

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丁his IRONCLAD offer inc!udes二 ・Ybur ads mailed First C寡ass to

eage「

・Wu「 SEVEN

buye「s fo「 a fu!l yea「.

Wi= be disp!ayed on t「a怖c Mai「 o「de「

CHECKAd Sizes you a「e O「de「ing二

日1’’Ad-$10

聞圏聞図 □2’’Ad -$12

口4x5’’- $22

Websites fo「 One Fu= yea「〇

口5x8,,-$38 寄

三認諾富詩語智誤認「

口8擢x「l),細$58 ・Requ看「eS black & white camera

・ /OO% GαARAN碓D RESuL7ty

ready copy。

・FREE 50% Deale「ship with order,

・P「ompt Checking Copy.

Piease incIude 2 F/C stamps with each o「der, Adult ads a「e not acceptable.

Name C ity/State/Zi p ⑥ 2003-14/CCBOO5側I Rights, Rev. 2016

線形あ存〆幼0句読狗/ Mail you「 o「de「 TODAV to Authorized Deale「:

DeIbert McCray 3735 CanneIvilIe Rd

Roseviue, OH 43777-9520


PULL UP A CHAIR 丁ake off your shoes

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LEAN BACK AND Te= you「self You「 going to make

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GLENNCO - POB 878      AND

BROCKTON, MA O2303

PameIa A。 Mi○○er

2285 Brians Way Lusby, MD 2O657

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脇o仰an七77cket O〃t Of Depne55わn GUARA蘭丁EED BUS書問ESS SUC⊂ESS 有GlennCo Mailer - Dealers are in profit qui⊂k. We mail

your lst lOOO coded Ad Sheets FREE○

○OADED W書T確OUR HさGH DEi肌A鵬D獲舶FO。 PRODUC丁S You make money or we maiI mo「e Ad Sheets月随 You then: REしAX

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from:GlennCo. POB 878. BROCKTON. MA O2303

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For detaiIs Ga書寡: 781-834-7728

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next person JOmS, and血ey get lOOO flyers mailed free. With your name in position #3 you get another lOOO mailed also. That’s 3000 flyers mailed out free with your name in position l十2+3. After血at you can recycle

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JTS NOT THE COST OF JOHVING - BUT T群E COST OFPROM0押NG葛T磁Ar CA[鳩ESMOST rO F4H - TZZA T DOESlV,T ZZAPP観V HERE For exanple let’s say you get a l% response from your lSt lOOO flyers mailed. That,s lO people who

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SEND $100 Jo: AD脚ST櫨ATOR一億ENNCO - POB 678 - BROα「ny MA O23の 糾- Send $100 to Pamela M組Ier - 2285 Brians Way, Lusby, MD 20657

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RE雌朔BERI yOU C4NタT WZN十F yOUDON)TPLAY

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EGAL NOTICE

ーWealth

Union members are actualIy buying a vaIuabIe service, Dr. Glenn’s, 35 years

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S【朋R ADDED BONUS - THIS ALSO LEADS YOU INTO MANY OTHER VERY LUCRATIVE

GLENNCO VENTURES; FOR MULTIPLE INCOME STREAMS COPYRIGHT 2009


ATTENTION: Don’t Walt lo Lock-/n your L庵time Position Wh//e We BuIld‥

“丁he Wo「ld’s La「gest Permanent Matrix” Real Peqple M房king Real Mbney Marie DePriest - Columbus, Kansas - 620-429-2555 - /’m cm 80year O/(/ Gran(lmother.ん砂jirst check was ol,er 5100.叫声・eCOndchec短vas more /han double /haI! /mail ou/ j /0 /0 /eIlers each week・ 77'al ’s i/!

Ivory G. Davis - Colorado Springs, CoIorado - 719-637-2905 - I’ve been ;n Network Jl宛rketingjZ)r mOre /hcm 20 years‥. bolh online and `Z#7ine. 77,i高s Ihej涼l program [hal / ever made cJny rea/ money With!

Steve Potter - Ontario, California - 909-286-5066 - I’ve been a memberjbr over ayear "OW. A佃ybe yoz/ ’re /ike me, /00kingj2)r a gOOd寂siness apportuni少/hat ;s price〈/ righI, has a huge polential /O Wake good monりノ, `m(1 ;s going /O be cJrOundjbr a /ong /ime. 77ii5f/ /he billjZ)r me C‘nd soIved cJll lhe problems I had wilh oIher

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Mail To: QuarterIy Comection - P.O. Box 468 - Moffat, CO 81143 Can’t Wait? Visit us o輔ne at www.QuarterivCoれneCtion.com and

I皿vited By:

Downioad an Application. Mai=t o「 Fax it to: 719-655-2633.

P.A.P. う01-801-8796

Name

Code: HEHP MaiIing Address State Zip + 4 Code

EmaiI (OptionaI) In a Hu「ry? F帖n You「 C「edit Ca「d lnfo below and Fax it to: 719-655-2633 - You「 O「derWi= Ship lmmediateIy. We accept: Visa - MasterCard - Discover - Ame「ican Express

C「edit Card Numbe「

Expi「ation Date

Name (ExactIy as W「itten on Card)

¥匂ur S佃natuIe

Total Amount to Cha「ge $


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『 朋S CO肌D BどyOu仔BIGG喜S「A州D RIC椎場T C舶聡棚鵬S EI億R耀謄 You coしIid virtualIy have C師stmas all yea「 m肌d wi請汁庵oppo血面ty. And軸e next C師Stmas c○uid be部e best eve「 w融掴housands of

doIIars to spend on fam時価ends and yours掘At the ho粗ays don’t yo両eve the cotor and sme" of new “塑S鴫r鉾がng5臆萱堕g? This is not a typical C師strnas Clul)∴77?e C生唾t垣asq喧is our most success紬画調am eve「 and now南your師re to enro引回SOme輔Ig that 「ea時works. How wou旧you I陳e to accunuぬte extra money every mon肌, year afler year? We wou旭Iike to i画te you to j函a very spectal group of people in ou「 ChristmaS Club and have the kind of m仰ey yo両ave been seeking. We starfed as a g剛P Of retired business

PrOfessionals and have g「own軸Sly and now want to he巾others. We a" have made the commitment to do whatever we have to do -

as tong as is e輔eaI, honest and固- to make軸S gains togetherin the years ahead.    us cuR随NCY ONLY We can all make money quietIy and privately in the comfort of ou「 home・ You潮not get軸ovem卸t. By keeping it among our pri融e clllb members, We Can all prospe「 quietly in請e coming months and years w軸out drawing umecessary attenめn to ou「 confiden館al strategies or

Ou「Selves. Yo踊相Ieam how to use your …ique, ContrOlled, and honest program to put you in the comfo鴫ble鵬s切e you desire.

We潮show you just how easy and pewe血I this program reaHy is. Your C師stmas Gifts刷come to you in ir"胴囲ts of紀OO. To e巾Oy the bene冊s of our private Christmas CIub all you have to do to get stal咄rig鵬away as a new member: Send a紀OO

餓鏑christmas gift and a ∞Py of輔s circufa"r to eaCh person on the l紋beIow a両軸them a聞erry Christm聡的at’s a gift

and soon you wiII be 「ece緬喝your gifts). AしSO SEND $5"00 CASH AND A COPY OF THiS CIRCu岬T輔s is mon舶to ensure韓’s i融eglfty and your rotation on he Iist. The醐on韓or EN contact any one person on he list to verify that you

haIVe Sent your C輔stm鵬gi龍of $5J)0. ONCE yOu GE「耽mS S糊膚推D. γOu COuL分N’T S丁OP rr肝yOU r割勘雄 Th珊a撤ASTER COPY with your name atthetop ofthe Iist w恥be mailed to you by First Class mail. AI! you need to do then is make

COPies and send紬em o血You don冊ave to do MASS MAIしINGS, howeverthe more you m刺the more money y9u WilI make. Let me show you a 5 x 5 example.しct’s say that you invife enough just to gct 5 new members (not ha巾to do) and assuming that everyone just dupIicates your e珊orぬ. As your name moves down the list here’s an exampIe of your income. Wa鵬more money?

鵬iI more circ両ars. No re!醐On On how many you can maiI or how many peopIe you c紬en「o肌

5脆±=諾f誤00二。。露盤′ 舶IⅢOR刑GFu晒PqBpx872 EastAurora- NY 14052

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Joi虹O龍r System, Bring In Just短5,, New Members For The

Firs6 Pos軸㊤n ONLY and The鵬Never Do Another Thing! Hereタs離ow重t Ⅵねrk§.... Tb the right, there is a list of“8’’positions. The members that are on this

Page are On their way to becoming millionaires! HOW, yOu may aSk? It’s

Simple. As a member, yOu reCeive $10 at each position, it is requested that you bring in at least 5 new members. As others」Om yOu and bring in their 5

new members, aS yOu mOVe down the list, yOu COuld receive over $4妙00roOO.00. The amount mentioned here is with a perfect scenario,

meamng eaCh new member gets their 5 new slgn uPS for the first position.

Please note, the cash comes drfectly to you! The monitor never sees or touches your funds, Which are sent as commissions for the sale of the PrOducts. T罷孤o輝i‡〇着(F紬ねSy Maste贈Orks) w班c拙めC○す虚聞you転ve received your funds before new members are allowed in、 This prevents cheate富s.                      `

Tb Join,軸out the fom below, make a copy for each one listed in the list

and send them a $10 B調and a copy of軸s page OR a note that you have

joined them in `The $10 Cash C貼b.,, With a ful岨st of members㍉he cost is $90, including the monitor’s fee of only $10.00. Now I don’t believe

that’s too much to ask for a chance to become a m潤onaire, do you? Of COu重“Se nOt.

For your鍋宙y fee, yOu W親receive our products, a neW COPy Of this page With typesetting complete言nstructions on how to continue and a Heきp触

H血ts Guide to help make recruiting easy, Plus a report on How Tb mail to

l f叩0 with ease! AIso, yOu W親receive 90龍gh Q鵬拙ty BlryerS Names on

Peei & stick iabels. Everything is taken care offor you, SO all you need to do is Join. bring in 5 new members and sit back and wait寅〕r the cash to

COme rOlling in. JorN US ft粉AY! candBeco朋eA M勤め糊ぬ叱り

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蟻二二二二二二二一工鵜績正平聖堂嚢エ Every name rotates a削れd as peopさe join. Yo冊脚e E堕rotateS O鯖節is moれey make夢. W鱒Y NO了? Because every time you are at糊O紬d new members join書yOu are鵬鵬at駿 again and new members are a航珊s feat鵬assures you every ti鵬e members join you ge電

$10 and when aII members bri鴨in on匝each = ys両軸!y gct a to軸of $棚B5,760 at脚

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哩哩哩ue埋: DirectIy send a copy of this鯖ysr and a $10 money order to each membe唖sted. Send拙s flysr and a copy of money ordsrs sent to me鵬bers as your壁鎚Eto the manager.

SimpIy make ∞Pies of your Personalized舶oney舶a軸g FIye「 a咽and ma輔I恒u get at least 4. The鮒ore PeopIe you b血g in a軸he朗ore Times you join, the More朋oney is paid to YOU,

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Gmail - HOW to achieve REAL SUCCESS in today's economy.

闇も鵬詳

Page l ofl

lee tume「 <Ieetume「292@gmai!。COm>

HOW to achieve REAしSUCCESS in today-s economy, 2 messages

Tidominc <donotreply@tidominc. com>

Tue, Ju1 26, 2016 a=l:04 PM

Reply-To: Tidominc <donot「epiy@tidominc.com>

To: leetumer292@gmaihcom H主 So you watched ou「 business overview 2 days ago and you-re expe「iencing l of 2 emotions 「ight now. 1 ,

You’re so excited you can.t sleep o「 2. You-re happy with where you are right now and that's ∞O旧sti=

Wanted to share with you some-VERY REAL comments about SUCCESS∴-臆 You can-t ’’count the cosr- of success until you have established exactiy what it is you want to ac∞mP-ish.

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Tue, Ju126, 2016at=:04 PM

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Gmai量- Sales Leaders Needed - Amazing Potential

開場珊瑚

Page l ofl

lee tu「nerくieetumer292@gmaiI。COm>

Sales Leaders Needed - Amazing Poten書iaI 2 messages Carla Smith <CaSh4u1 961 @gmaiしcom>

Sat, Aug 13, 2016at =:11 AM

To二Iee turner <leetume「292@gmail.com>

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Ce11: 61 5-485-2969 Email: 1eetume「292@gmail.com

1ee tume「 <Ieetumer292@gma旺com>

Thu, Aug 18, 2016at3:45 PM

To: ’ttayIor395@charfe「. netl一<rtayIor395@charfe…et>

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轡pays地境 WeIco1教1蟻露的醐 State of the Art So請〃are for comp!efe Automation。 Automatic Re-en請es so you will cycle over and over aga量れ・

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Pp捌on fo join M肋out any用hancfaI Ou棚ary/ *HF opfron ava胎ble from our members. Deね脆on websife

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□Y七s l am sending $120 tojoin。田Ifes p書ease軸d me a P肝s齢nso「 Please ente「 me into The PeopIe’s Netwo「k “team BuiId

Send to: F「ank Roe 167 G「een ¥faIley Rd. BRISTOL, VA24202 Na皿e:

Address :

ST_Zip

:

Phone :

Prefened usemame :

referred by John Thompson

CONFERENCE CALL: MOINDAY & THURSDAY lO:00 PM EST 712_432置0075 PIN 316702# RECORDED CALL: 712-432-1085 SAME PIN


This w川easi!y pay a= your b眠and c「eate endIess Spending Cash Scien軸ca=y - Get in N[)W and CoIIect, Read Ca「efu博

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A TOTALLY NEW-INGENIOUS-FULLY AUTOMATED_ ENDLESS CASH-SYSTEM By Dr. Glenn Ph匂Mai/ Order GurりSince 1973 No Copying- No Stamping- Or Stu飾ng Envelopes・ You?lI get lOOO - 10,000

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1 GUARANTEE THIS TO DEALERS:しISTEN UP! Ifyou’re already invoIved sending out mail, just by adding this page, yOu,ll easily COVer all your expenses and take in lots ofspending cash too. I know I do・ So cheap and easy. People love e餓)rtless - lucrative programs that really work. Donブt miss out.

OK YOU,RE IN- HERE’S HOW TO JOIN-ACT NOW Send $50 cash to‥ GLENNCO - POB 878 - BROCKTON, MA Q2却壬for yoし1r neW flyers and business sta血P kit, yOu,ll be so glad you did・ Packed with inside secrets.

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NOW YOU,RE ON YOUR WAY TO MAGIC - MIRACLE - MONEY LIKE YOU READ ABOUT - GUARANTEED!! NO丁ICE: This is legal program because you are actually buying the GlemCo Mailer - Dealer kit. Now get started鵜Wrap CaSh in papers. Send皿s dealer $50 to:

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THE WEALTH UNION - CLUB GOLD - PERPETUAL WHEEL OF FORTUNE - and THE MONEY MÅKING MINISTR拘S all players get COPleS When youjoin・ These programs can make you rich.

SO JOINNOWANZ) αAI甜- YOUR JO MILLJ(洲en MURE.


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WE DO MOST, THE MAILING AND PROMOTING FREE WE PRINT + MAIL 3000 - 100,000 FLYERS FREE FOR EACH MEMBER. H壱re,s Hbw ○○_

Each new member gets lOOO flyers mailed for them in position #1. When the next person joins he/she gets lOOO flyers mailed free also. With your name in position #2’yOu also get another lOOO flyers sent. The

next person JOmS, and they get lOOO flyers mailed free. W皿your nane in position #3 you get another lOOO mailed also. That’s 3000 flyers mailed out free with your name in position l+2十3. After that you can recycle

again・ Plus get #1 trade secret - How to print and mail to lO,000 for o血y $7.50.

1TS NOT THE ̄COST OF JOHVING - BUT 7巧E COST OFPRO凋U]岬NG二 ̄THAテ甜死海吾砥Zi ̄ TO F4JL - T放4 TDOESN,T HAPPEN HER且 For example let’s say you get a l% response from your lSt lOOO flyers mailed・ That’s lO people who

悪罵器岩盤誤等磐罰嵩管主黒雲請謁諾話芸 ̄ yOu TH4T瞥THE J% POW場R POTENmL - YOUMARE $111,000

AND yOUNEV巴R MAHED OUTA THZNG GH4RANTEED CHEA T PROOF S】ry柳- NO oNE LOSES - EVERYONE WZNf The monitor will call each member to make sure they’ve all been paid before we euro」J you and begin

your弓St 1000 piece mailings. To print and mai1 1000 flyer to lOOO o血y cost me 75毎es 75$.

THLS JSA LRtHTED OFFER - DON,T WAIT - JorNNOW -

ANYQU風拙O楯CALL (24 - 7) 78J-834-7728一錫珍 OK- yOU〕RE AV- NOWSEND $100 MONEY ORDERS - WTH yOUR PHONE #

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REM別BERI yOU G4N,T W捌VJF yOUDON,TPLA Y

図国産覆四囲

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丁HE UL1丁MATE BONUS: We teach you how to get end音ess free copies mailed。 DISC山田MER: RESUL│S ALWAYS VARY WIlll ONES LE¥侶L OF A⊂TION, SO ACT NOW - JO量N, 丁hen use ou「 free method of promoting and you’11 make endless money。

EGAL NOTICE - Wealth Union members are actually buying a valuable servicel Dr. Glenn?s? 35 years Of mail order experience consulting service and super fantastic opportunity book SUPER ADDED BONひS - THIS ALSO LEADS YOU INTO MANY OTHER VERY LUCRATIyE

GLENNCO VENTURES; FOR MULTIPLE INCOME STREAMS COPYRIGHT 2015


THEPATRI OT

I SSUE#2

SEPTEMBER2016

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庄王ぐ0〃E偶〃 ∬D"座席O調書職種ぐ舶附“州虜書簡丁l蘭書I! NOW YOU CAN S乱しTHE HOTTEST ITEM IN MAIL ORDER!   1r YES!…ADVERTISING IS A SURたSELLING NECESSIIY THAT

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PLUS lOO% DEALERSHIP FOR THIS OFFER INCしUDたD!

For only $10.OO & 3 F/C Stamps you will receive dozens ofthe Hoせest Selling 50% Adve巾sing Dea看erships avaiiabIe today! Each ad dealership is Professionaliy

typeset and designed to pu旧n Fast & Easy Saies For YOU! You’l! receive copies of these Hot dealerships 「eady for you to add you「 name and p「omote. You Keep A Ful1 50% on the dozens of ad-deaIerships you-○○ receive!

Pius: Once you receive our Big 5O% Ådve巾sing Dea!ership Package′ You can

place your personal adve巾Sing o「ders at Dealer-Rates At 50% 0冊! You’ll Save A

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These Ad Deale「ships consist of many Print & Mail O簡ers′ Typese調ng′ Ads On our Popu-ar Cd-Rom Media Advertiser′ Discount Package Bargains′ Ad placement for

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AIso: You will receive a copy ofthis ¶yer wi帥you「 name in place as the dea書er and

You Keep lOO%…Yes.。。You Keep The Full $10〃00 Eve「y O「de「! Prime Source Fills

O「de「s For The 3 F/C Stamps! A lOO% Pure Money Making Deal For You!!

This is a great way to advance you「 mai寒order income by seiling our adve巾Sing

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ADVERTISING SAしES IS A MULTI BIししION DOししAR A YEAR BUSINESS!

DON'T BEしE「「 BEHIND.。.GET YOUR SHARE STARTING RIGHT NOW!

Send this enti「e flyer, $1O.00 & 3 F/C Stamps to the dealer below:

FRANK G. NOVAK 1397 - 116Th St。, Chippewa, WI. 54729。


Adve両SerSこPlease allow me the oppo血ntity to put yourAd in the hands ofthousands of 「eade「s at an affo「dable prlCe" ★   $50.00

CR l“&2’’Ads

Printed & Mailed to 200,000 「eade「s

CR l”&2’一Ads

P「inted & Ma=ed to lOO,000 reade「S

_皇良書牛& 2-、-Ads

★   $25.00

Printed「去一M割ed to臆で0β0幡 ̄  ̄

★   $10.00

*   $75.00

CR 3X5Ad CR 3X5Ad CR 3X5Ad

P「inted & Mailed to 20O,000 「eade「S

CR 5X8Ad

P「血ed & Ma=ed to 200,000 「eade「S

CR 5X8 Ad

P「inted & MaiIed to lOO,000 readers

CR 5X8Ad

P「inted & Mailed to lO,000 「eade「S

CR8X= Ad CR8X= Ad CR 8X= Ad

Printed & Mailed to 200,000 「eade「S Printed & Majled to lOO,000 reade「s

CR8X= Ad

P「inted & Mailed to 200,000 「eaders

CR8X「l Ad

Printed & Mailed to lOO,000 「eade「S

CR8X= Ad CR8X= Ad

P「inted & Mailed to 50,000 「eade「S P「inted & Ma=ed to 25う000 「eade「S

CR8Xll Ad

P「inted &.MaiIed to lO,000 readers

★   $45.00

P「inted & MaiIed to lOO,000 「eade「S

★   $25.00

P「inted & Maiied to lO,000 「eade「S

★   $150 *   $75 *   $40 ★  $250, 1 side★$350, 2sides

★  $150 *  $40

Printed & Mailed to lO,000 「eaders

*  Backto back* $350, 2 sides ★  Backto back * $250, 2 sides

★  Backto back★ $150, 2 sides ★  Backtoback★ $75, 2 sides

★  Backto back*$50, 2sides

*  $375, 1 side *$475, 2sides・

.CR8X= Ad

P「inted & Maiied to 400,000 「eade「S

CR 5X8Ad CR 3X5Ad

P「inted & Ma=ed to 400,000 reade「S

CR iT'& ̄2fTAds

P「inted & Ma=ed to 400,000 readers

CR8Xll Ad CR 5X8Ad CR 3X5Ad

P「inted & Mailed to 600,000 reade「S

P「inted & MaiIed to 600,000 「eade「S

CR l一’&2’’Ads

P「inted & Mailed to 600’000 「eade「S

P亘巾ed_皇」地軸edto 400, 000 -readers

*  $150 * 〇一$100

*  $75 *  $495, 1 side *$595,2sides

Printed & Ma=ed to 600,000 「eaders

★   $225 ★  $150 ★   $100 -〇° - - ・i- .-〇一 一 ○○ .輸 〇一 一一・〇 .- - - - -1

Please p「而and ma=

: EncIosedis$

copies of my encIosed for p「inting and ma掴ng.

size ci「cuIar           ‘

Send al1 0「de「S tO:

FRANK G. NOVAK

: Name

1397 116th Street

簡…

chippewa Fa一一s, W! 54729   :

State Zip 一一一一一堂室町主事【●11嗣富田-一一一一----○○ ̄ ̄ ̄ ̄ ̄ ̄ ̄ ̄ ̄ ̄“


Denise Holmes 403 S Carlisle St Cridersville, OH 45806-2203

Janet Broome 122 Rocky Shores Boat Ramp Iva, SC 29655-8613

Michael Wheeler 11157 Harrells Hwy Harrells, NC 28444-9584

Alberta Varney 7 Smith Ln Apt 207 Saco, ME 04072-1568

Anitra Durham 1333 W 23rd St Jacksonville, FL 32209-4239

Patricia Keaton 1016 Oak St Medina, OH 44256-2530

Patricia Silvers 7016 Raincloud Dr Las Vegas, NV 89145-5122

Ashley Rain 1601 Miles Rd Dallas, NC 28034-9532

J Murday 1724 Green St Saginaw, MI 48602-1101

Natalie Phelps Campos 7500 W Whites Bridge Ave Fresno, CA 93706-9548

Susan Covich 1711 Foxworthy Ave San Jose, CA 95124-1918

Pamela Scholtz 3701 Rosebriar Ave Glenshaw, PA 15116-1353

Joan Derosa 398 W Main St Apt 5A Hyannis, MA 02601-3686

Cathleen Jacobson 16527 Port O Call St Crosby, TX 77532-5239

Debra Lewis 68 Aldrew Ter Springfield, MA 01119-2424

Patricia Kelly 1 Stoney Brook Rd Methuen, MA 01844-1715

Marsha Danfts 2507 Donjay Ave Kissimmee, FL 34741-1768

Richard Jones 15047 Digger Dr San Antonio, TX 78247-3046

Nilda Rodriguez 730 N 20th St Philadelphia, PA 19130-2004

Cheryl Jordan 6 Lincolnshire Rd Webster, NY 14580-3429

Jason Wilder 25542 Wagner Ave Warren, MI 48089-1209

James Neville 7705 Fraziertown Rd Pewee Valley, KY 40056-9103

Kim Slotnick 1306 E Chilhowie Ave Johnson City, TN 37601-2702

Don Ziegler 115 Ainslie Ave Collyer, KS 67631

Meghan CLaughlin 326 2nd St Highspire, PA 17034-1555

Amanda Cole PO Box 752 Bismarck, MO 63624-0752

J Green 3420 Union Rd Florala, AL 36442-7304

Jenelle Dingle 5 Division St Ilion, NY 13357-1407

Irma Rodriguez 5022 S Hermitage Ave Apt 2 Chicago, IL 60609-4809

Nicole Oakes 9 Perkins Ave Hyde Park, MA 02136-1724


Gregory Cary 6815 Beechley Ave Long Beach, CA 90805-1332

Diana German 3704 Clayborn Dr Hephzibah, GA 30815-6054

Daniel Bulman 5521 Claiborne Way Orangevale, CA 95662-5217

Maria Ltbie 9259 Garfield St Riverside, CA 92503-3815

Errol Grossman 1700 Lyle Rd Weatherford, OK 73096-2601

Angel Red PO Box 472 Waterloo, IN 46793-0472

Maria Rodriguez 3004 Midland St Unit B Fort Worth, TX 76105-1261

Amanda Gill 8027 Doe Meadow Dr Austin, TX 78749-2885

Lisa Eddins 9412 Drennon Rd Campbellsburg, KY 40011-8908

Patrick Kluesner 726 Mansfield Cir Hartland, WI 53029-2516

Larry Kiger PO Box 273 Mount Morris, PA 15349-0273

Troy Piccaluga 65 Jeffers Hollow Rd Redwood, MS 39156-7027

Mary B Rogers 1564 Hathaway Dr Rock Hill, SC 29730-8981

Brenda Callahan 17101 La Hwy 696 Kaplan, LA 70548-6471

Barbara Moore 53 Main St Warren, ME 04864-4233

Jean Hays 33230 La Colina Dr Springville, CA 93265-9617

Anthony Zarbo 7 Ashwood Dr Fenton, MO 63026-4402

Miranda Stenhouse 110 Woodland Dr Fountain Inn, SC 29644-1726

Stacey Lamb 9339 Densmore Dr Roscoe, IL 61073-7296

Linda Ooten 283 Chamberlain Cove Rd Kingston, TN 37763-6029

M Sharron Watkins 9217 Whitney St Silver Spring, MD 20901-3535

Mitch Helmer 4197 S Regal Ct New Berlin, WI 53151-5864

Donna Glaze 12262 Pulaski Rd Jacksonville, FL 32218-2090

Bryan Trush 2623 E Thompson St Philadelphia, PA 19125-3844

Dorothy Fisch 2861 Main St Morrisdale, PA 16858-8743

Lola Orchard 225 S 50 Ln W Rupert, ID 83350-9673

Judy Hathaway 10 Maple St Norwich, NY 13815-1608

Ken Rightmyer PO Box 1321 Roanoke Rapids, NC 27870-1321

Joy Thompson 610 Pembroke Rd Unit 4964 Greensboro, NC 27404-1905

Anna McAllister PO Box 15 Dana, KY 41615-0015


Barb Gebo 137 Gaylord St Binghamton, NY 13904-1321

Brenda Alligood PO Box 671 Elm Mott, TX 76640-0671

Benita Ower 346 Matthew Dr New Oxford, PA 17350-8883

Angela Spackman 265 Adullam Rd Wetumpka, AL 36092-5995

Patrice Sepulveda 3000 NW 5th Ter Apt 114 Pompano Beach, FL 33064-3152

Jennifer Bolt RR 2 BOX 223 Columbia Cross Roads, PA 16914

Mary Jane Ryan 3417 Briars Rd Brookeville, MD 20833-2717

Dawn Tedesco 416 Capstan Ave Beachwood, NJ 08722-4147

Dawn King 309 Earle Rd Central, SC 29630-9715

Ryan Vaughn 406 Littleton St West Lafayette, IN 47906-3013

Paula Damera 15220 Highway 19 N Lot 8 Cleveland, GA 30528-8004

Joanne Hnson 102 Grandview Dr Henderson, NV 89002-8217

Robert Huddleston Jr 2546 Creston Ave SW Roanoke, VA 24015-4312

Stefanie Buckham 10510 Raven Ct Knoxville, TN 37922-3249

Elizabeth Muller 1106 Lisadale Cir Apt 2C Catonsville, MD 21228-3560

Katherine Garrison 117 Merson Rd Lot 21 Gobles, MI 49055-8810

Betty Worrells 1430 Dixon Blvd Apt 104 Cocoa, FL 32922-6472

Anne Rosenhagen 41W635 Silvana Dr Elgin, IL 60124-8370

Krystal Brown 3950 El Camino Ct Largo, FL 33771-2732

Daniela Hodge 10700 Fairhaven Way Orlando, FL 32825-7102

Merisa Wilson 3001 Sangamon St Steger, IL 60475-1044

Delora Kilbride PO Box 792 Pima, AZ 85543-0792

Ralph Ward 1828 Lawnwoods Dr Hinesville, GA 31313-9450

Linda Cobler 303 S 160th St Girard, KS 66743-2195

Cecilia Monsalvo 524 Birkes St South West City, MO 64863-9448

Charlotte Burke 706 Schenectady Ave Brooklyn, NY 11203-2221

Lizbeth Rivera A40 Calle Turqueza Cayey, PR 00736-4812

Melanie C Parker PO Box 1292 Eastville, VA 23347-1292

Devin Quigley 5427 Lowell Rd Everett, WA 98203-3902

Danielle Thompson S104W20986 Cindy Dr Muskego, WI 53150-9592


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RE」案AB」E PR案N丁 AND F案RS丁C」ASS MA臆しSERV案CE Dea音ership Inc音uded害害 Ybur 8 1/2 x ll” circular printed and mailed first class to:

SINGLE SIDED

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口250  □ $20.00

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HOW TO GET RICH IN MAIL ORDER AND DIRECT MAIL (A Special Presentation by Avril Harper)

Module One The Magic of Mail Order and Direct Mail


How to Get Rich in Mail Order and Direct Mail Module One The Magic of Mail Order and Direct Mail

Contents Welcome to the Wonderful World of Mail Order and Direct Mail Big, Big Business Why This is the Worldâ&#x20AC;&#x2122;s Most Popular Business Introducing Mail Order Mass Market or Restricted Marketplace? History of Mail Order What Sells by Mail Order? Not Forgetting Direct Mail! Things You Can Not Sell By Mail Reasons for Buying by Mail Benefits to the Mail Order/Direct Mail Specialist Distinguishing Features of Mail Order and Direct Mail What You Can Earn Who Can Make Money in Mail Order? Can I Make Money Part-Time? What If I Donâ&#x20AC;&#x2122;t Have a Lot of Money to Invest? How to Copycat Successful Mail Order Operations How Fortunes Are Made in Mail Order Countdown to a Winning Formula A Selection of Popular Mail Order Products How to Locate Suitable Products Expanding Your Mail Order Business Why This is the Easiest, Most Likely Road to Riches Summary Recommended Reading Supplement - Glossary of Mail Order Terms

-1-


Welcome to the Wonderful World of Mail Order and Direct Mail Congratulations on taking the first step towards what could be the most important journey of your entire life. Not only have you decided to embark on potentially the most interesting and uniquely profitable venture of all, you have also chosen what is almost certainly the most durable, most economically sound, most recessionproof business. Mail order. And direct mail! Both businesses have existed for decades, and have grown to a point where mail order and direct mail are popular with almost every single entrepreneur, even those operating from high street premises or from large factory or office complexes. Mail order and direct mail will make any business more profitable, both expanding markets and making actual and prospective customers far easier and less costly to reach. Mail order ranks consistently as the most enjoyable, least risky, most likely route to riches for the ordinary individual, even without experience or capital to invest in the business. No doubt you’ve read the same promise time and time again, and perhaps you are sceptical. After all, doesn’t everyone know the highest profits go to people taking the biggest risks? Doesn’t money always go to money: the more you invest, the more you stand to gain? Isn’t that the way real business works? This course proves otherwise, showing how almost any individual with a little spare time and more than a modicum of determination can indeed earn a living in mail order (and direct mail) whether working part-time or full-time and without huge sums of capital to invest. This course shows how many of the world’s most successful mail order dealers (please use that term to encompass direct mail unless indicated to the contrary) began with one tiny classified ad. costing just a few pounds and went on to pyramid their profits into bigger and better marketing campaigns until eventually they were operating multi-million pound businesses - started on the proverbial shoestring!

Easy, Enjoyable Business! “ ..... unlike many, it (mail order) is a game unfettered with restrictions and qualifications - and for that reason it could be the best game in town. The opportunity for success is available to all. There is no distinction in terms of social background, job, or affluence. No particular skills are necessary, nor is education required ..... Play by the rules, follow the guidelines, meet the challenges squarely, and the only limit on how much you can earn is that which you set.” Melvin Powers ‘How to Grow Rich in Mail Order’.

Big, Big Business It’s almost impossible to estimate how much is sold by mail order or direct mail each year, given that a great deal of business is conducted by firms whose main business falls outside the traditional scope of mail order. Suffice to say mail order and direct mail are very big, accounting for a huge proportion of all purchases made in Britain, the United States, and the rest of the world, year after year, after year. Recently it was estimated that of 23 million households in Britain, more than 19 million include established mail order buyers. A very big market, and growing all the time!

A Business To Suit Almost Anyone Mail order attracts countless people year after year after year. Hardly surprising, says the U.S. government (America being the birthplace of modern mail order), adding: “With a little determination and sagacity, the average person can easily master the principles of selling by mail. A principal requirement is good common sense and a mind made up to build a business. ..... As well suited for women as for men. ..... Age only a secondary consideration. ..... Advanced schooling helpful, but not essential.”

-2-


A Fast Introduction to This Amazing Business!! Far from the bustle and throng of shops with their queues, busy streets, traffic jams, recessions and closing down sales, there’s a group of traders for whom business flourishes, though many will never see a customer, let alone process a transaction face-to-face. All dealings are carried out by post, with sometimes a telephone call being made to supplement the deal, or to convey some message between dealer and purchaser. This is mail order, widely accepted as one of the easiest of businesses to start, and certainly one of the few in which massive fortunes can still be made. Mail order is not an easy business, though for some it is a quick route to riches. Fast profits go to those determined to succeed, individuals who continually improve their efforts, and who strive always to better the quality of their service to customers. Mail order proves attractive to customers for many reasons, including that most things offered by mail are simply not available from shops or other retail outlets. For some, that sheer ease of buying by mail is sufficient to warrant repeat and continued custom. No queuing; no parking problems; no time wasted as you battle your way into town; and no travelling or parking costs once you get there. And as we have already said, all of this assumes that the customer can find the goods concerned in the shops. For many dedicated buyers by mail, the main reason for allegiance is one of excitement such as only mail order offers - once the order has been placed the customer sits back to eagerly await delivery. What do people buy by mail? The answer is ‘practically anything!’ Anything that is, which can be conveyed to customers from advertisements in publications or by letter as part of a direct marketing campaign. The items should also be light, to keep down costs of postage or whatever means of delivery. And so we find clothes, books, household items, and hobby items among the old favourites of mail order. Services too can be offered by mail, such as typesetting, stationery design, curriculum vitae and will production, freelance writing and copywriting, insurance, printing, circular mailing, and so on. For the dealer the benefits are numerous. It is surprisingly easy to make a good living in mail order, while allowing the individual to work from home, at his own pace, and selling whatever suits him best. Mail order is also a very easy business, offering high profits for sometimes little effort. It is also ironically, one of the main businesses abandoned by newcomers in their early days, simply as a result of disillusionment from promises of vast fortunes not coming to fruition. Everything becomes easier with experience, and even the big names in mail order admit to making massive and usually costly mistakes in their early days. Selling can take place by several methods, depending on the product itself, the price, cost of advertising in relation to product price, and the amount of information that must be conveyed to induce the individual to buy. Selling ‘Off-the-Page’ Here the item is described via advertising in appropriate publications, by means of display, or usually less costly lineage advertisements in classified sections. The reader is requested to send the price of the item advertised, following which the dealer will complete the transaction by fulfilling the order to the purchaser. The Two-Stage ‘Enquiry’ Method Selling involves placing an advertisement, briefly outlining the main features of what is on offer, and inviting the reader to write to the advertiser for further details. The dealer then sends out a sales circular for the item or service concerned, and in addition usually takes the opportunity to include circulars relating to other items available to the prospective customer.

-3-


Direct Mail Direct mail incorporates many of the features of the enquiry method, since the prospective customer is usually sent the very same circulars that would be provided using the enquiry method. But here the mail order operator is not merely promoting his wares through advertising; rather he or she sends mailshots (sales circulars) to names that hopefully represent fair targets for the items or services promoted. That mailing list might be the dealer’s own list; it might instead be one hired from a mailing list broker or perhaps a fellow trader. The importance of a good mailing list can never be over-estimated - it is the life blood of effective and profitable direct mail.

Why This is The World’s Most Popular Business ‘PLEASE FIND CHEQUE ENCLOSED’ - words you’ll read every day as a mail order or direct mail specialist. Or postal order, cash, maybe international money order. Whatever form it takes, this is a business that virtually guarantees cash going into your bank account every time the postman calls. Exciting to say the least! Mail order is one of the most lucrative businesses of all, having no doubt created more multi-million dollar fortunes than any other. It’s a business almost anyone can operate and make money from, regardless of capital, age, experience or qualifications. Mail order is also a business that can be started part-time from a corner of home and grow to whatever size you wish. The business can be operated locally, nationally, or expanded to reach any and every other part of the world. It really is up to you! Better still, mail order is a rapidly expanding business with lots of room for newcomers. Let me show you how to join them soon.

Start Small - Grow As Big As you Like! Mail order is one of few businesses that can be started on a kitchen table and grow into a multi-million pound empire in a very short time. This unique feature of the mail order business makes it an ideal ‘earn as you learn’ business, allowing newcomers to venture as much time and capital as they can afford on the business and later to splash out into more expensive, more complex marketing methods. However you look at it, mail order can make you rich. Maybe very rich indeed!

This is not a get-rich-quick scheme, but it is the fastest route to riches you’re ever likely to find, whether you operate entirely by mail or use the postal services as a means of expanding an existing retail business or other selling operation.

A New, More Enjoyable Lifestyle! Running your own successful business is so much more enjoyable and exciting than working for someone else. You make your own decisions, work where you like and when, while also reaping all of the profits. Earnings are determined purely by the amount of time and effort placed in your business, explaining why mail order and direct mail are regarded by most as the world’s greatest ‘numbers game’.

-4-


Introducing Mail Order Mail order - buying by post - has experienced rapid growth over the past few decades, particularly in the United States, and to a lesser degree in virtually all other parts of the world. Various titles are applied to mail order, including direct response, direct marketing, direct selling. To add to the confusion, the term ‘mail order’ is frequently applied purely to products sold through advertisements in newspapers and magazines. Others use the term to include leaflet drops, magazine inserts, selling through agents and direct mail. The newcomer need not concern himself with titles or descriptions at this stage. All will shortly become clear. Mail order is a business where customer and supplier rarely meet face-to-face, and where all transactions are carried out through the post, usually from advertisements placed by the mail order operator or from letters posted as part of a direct mail campaign. Direct mail, though having close similarities to mail order and normally operating alongside, is the process of sending letters - mailshots - to people who are or could be customers for your business. The term ‘mail order business’ is a misnomer. In fact, mail order is not a ‘business’ at all in the real sense of the word but rather a method of doing business, one which can apply to almost every other kind of business to a greater or lesser extent. Some firms operate entirely by mail, selling information products, for example, alongside thousands of common and more unusual products, the likes of collectors’ plates, investment opportunities, gimmicks and gadgets, office supplies, clothing and jewellery, and much, much more. Increasingly, personal services are promoted by mail, such as will-writing and curriculum vitae preparation, personalised books, money-lending and financial advisory services. Conversely, for some firms mail order represents just a tiny segment of the overall marketing strategy. So, the high-class designer clothing salon in London’s Bond Street might also market through catalogues to new and established customers, in the same way firms like Littlewoods and Grattan have been doing for many years. The firm of solicitors in a small remote village might target countless customers for its will-writing service and the artist specialising in animal portraits might solicit customers via leading pet lovers’ magazines or from advertisements on noticeboards in veterinary surgeries all over the country. For more remote clients the artist might work from photographs of the pet while those closer to home are painted from life. These advertisements show the enormous range of goods and services which can be sold by mail order and direct mail, either in total or as part of a much wider marketing strategy.

Selection of Advertisements from U.S. Mail Order Magazines -5-


More U.S. Mail Order Magazines (This time illustrating the power of small classified ads. and larger display advertising)

-6-


Main Features of Mail Order •

All transactions are carried out by mail or telephone and buyer and seller rarely meet face-toface.

Payment usually passes before the order is dispatched.

The customer is asked to buy products without seeing or touching them.

The effectiveness of a mail order campaign can be accurately measured and future profits predicted with reasonable accuracy.

What Mail Order IS, Or ISN’T, But Who Cares? Mail order is a generic term used to describe almost any business utilising the postal services to a greater or lesser extent. So, if you work from home, never meeting a customer, and you market your products via press advertisements inviting people to send money for your goods or to enquire for further information from which to decide whether to buy, you are in the mail order business. If you write letters to past customers, telling them about new goods and services, or updates to existing products, you are in the mail order business (more specifically direct mail). If you normally sell direct to the public, from a market stall, shop or through agents calling door-to-door, while occasionally advertising for new business or contacting previous customers by mail, you are in the mail order business. If once in a while you send a press release, informing editors and publishers of changes to your business and inviting readers to contact you for more detailed information you are in the mail order business. If you’ve ever written a letter to an editor, or a book, or produced a series of articles about your business, or you have appeared on television to increase public awareness of your business and to invite people to write for more information, you are in the mail order business. Each time you’ve placed a leaflet on a noticeboard or under windscreen wipers, or one of your leaflets has been distributed to passers-by in a busy thoroughfare, with the intention of soliciting enquiries by post, you are in the mail order business. Each time you post a notice on the Internet, inviting enquirers to respond by traditional (snail) mail or direct to your e-mail box, you are in the mail order business!!!!

Are YOU In the Mail Order Business - Yet?

-7-


*************

Others in the Business ‘How to Get Rich in Mail Order’ asks: “What do Parker Pen Co., Greyhound Corporation, Quaker Oats Co, International Telephone and Telegraph Corporation and General Mills Inc. have in common? Each is in the mail order business! Parker Pen sells clothing by mail; Greyhound, gifts; Quaker Oats, yarn; IT & T, seeds, and General Mills, stamps, coins and dresses. Those are some of the surprising competitors in the mail order industry, according to a recent report by Maxwell Sroge Company Inc.” *************

Mass Market or Restricted Marketplace? There are firms selling to anyone and everyone, offering goods virtually everybody needs, such as food and clothing, household items and giftware. Yet others concentrate on limited markets, normally niche sectors for which buyers are generally few but very concentrated. Niche marketing means targeting a smaller pool of potential and actual buyers, individuals and companies with shared interests, who can be easily targeted en masse. For example, food interests everyone and is a good example of a general market where buyers can be targeted as a group. Fishing and entering consumer competitions attract far fewer devotees than food (which actually includes everyone), these being niche markets which, although smaller, share very similar interests and have roughly similar buying habits. So, although everyone needs food, individual tastes will vary and, given that so very many food products exist, the likelihood of capturing a market with one specific product is very remote. Unlike people interested in consumer competitions, whose devotees require ongoing supplies of entry forms and information on competitions. These are prime candidates for most products to interest competitions addicts. A niche market offering huge potential, immensely easy to target, incredibly easy to sell to! Julian Simons tackles niche markets on numerous occasions in ‘How to Start and Run a Mail Order Business’, calling them ‘limited markets’ and revealing: “Another example of a limited market is that of Lee Mountain, who from his base in the little town of Pisgah, Alabama, has been buying and selling used correspondence school courses and educational books since 1919. You can find his little classified advertisements in the classified columns of many such magazines as ‘Popular Science and Sports Afield’. Limited market mail order businesses need not be small in size. I. L. Bean has been selling hunting, camping and fishing equipment by mail for 65 years. In 1985 the firm had a list of 1,649,159 customers who had purchased something from them in the previous years, and it had grossed many tens of millions of dollars.” Ray Berry of ‘Ray Berry Direct’ publishes a uniquely valuable marketing newsletter, concentrating on the many facets of selling, mail order included. Talking of niche markets, where sellers target fewer individuals, usually as a group, he tells the tale of an ace pilot during the Korean War. Focusing on finding the exact market for your goods and services, Berry suggests even those not actually selling something but still needing to reach a precise audience, a captive audience, one that can be targeted en masse, can learn much from the pilot. “He (the pilot) had shot down more planes than any other pilot in the air force. When he was asked about this feat of courage and skill, he denied that either courage or skill had anything to do with it. “What I do”, he said, “is to pick out the enemy pilots at the back (a group) who are flying as though they are having a bad day, or engine trouble or whatever (shared interest), then I just pick them off.” Better things are still to come as Berry says when the pilot is questioned on the day he accounted for twelve planes. “Surely they weren’t all having engine trouble?” someone asks. “No”, says the pilot, “they weren’t. That particular day I came across their airfield by chance and I shot them all on the ground.” A perfect anecdote to explain the vital importance of challenging a group with shared interests, a niche market, by searching a way to reach them en masse (usually via a magazine or specific mailing list) and hitting them all in one go!

-8-


History of Mail Order Although mail order was probably conceived in line with developments in printing and postal services over many centuries, the first real mail order operation was probably in England, in the mid-seventeenth century, when a firm selling plants and garden supplies decided to list its wares, in a catalogue, which would be promoted through newspapers and magazines of the day and distributed via the growing national - later international - postal services.

Big Oaks from Tiny Acorns Grow! Father of modern mail order and direct mail was probably Richard Sears who, late in the nineteenth century, found himself weighed down with a huge hoard of pocket watches and few interested buyers in his home town of North Redwood, Minnesota. Sears, a telegraph operator, decided to offer the watches, by letter, to others in the railroad business. Then 20,000 people! From there the young man went on to establish one of the most successful mail order operations of all time - Sears and Roebuck - and within ten years was turning over more than $50 million a year.

From humble beginnings the Sears/Roebuck partnership developed all over the United States, until now the company mails many millions of catalogues worldwide. Unlike earlier times, the company takes more than ninety per cent of orders by telephone, rather than mail. The business is changing fast, but for the better! Today mail order is much bigger than even its inventors contemplated, encompassing not only advertising in magazines and newspapers, direct mail to enquirers and established customers, but also including tele-sales, marketing on the Internet, worldwide selling through agents, promoting through press release and product review, international trading through import/export, and more. From tiny acorns a huge, perhaps the biggest of all selling methods has grown. Among the most successful mail order companies one finds a host of catalogue giants, the likes of Great Universal, Freemans, Grattan, Janet Frazer. Or smaller, but just as profitable (to owners, agents and distributors), The Wyvern Business Library, Amway, alongside hundreds more. Some, having existed just a few decades, are every bit as profitable as others with many more years in business. Mail order is unique, mail order is immensely profitable, mail order is here to stay. Plenty of room exists for others to enter this uniquely profitable business, even if sceptics suggest otherwise.

Famous Last Words!!!!!!! Of course it is not so easy to succeed in the mail order business now (1900), as it was a few years ago, when there was much less competition. This is especially true in case the business is started and conducted along the same lines as followed by scores of other mail dealers.” (Source: Principles of the Mail Order Business by Arthur E. Swett, published by Swett Publishers in 1900)

What Sells by Mail Order? Not Forgetting Direct Mail! They say almost anything can be sold through the mail, even products which can not be posted, such as houses and other properties, a Costa Rican rainforest, a disused underground bunker (location lost in time), stair lifts, cars, pets, university degrees, cans of London Smog, tins filled with holes from Polo mints, pieces of the Berlin Wall, and so much more. Despite mail order’s long and illustrious history, only recently have entire books and newsletters been dedicated to listing products and services available by post as well as firms from which to buy. One of the best: ‘The Virgin Home Shopping Handbook’ says, unsurprisingly:

-9-


“The boom in home shopping has resulted in hundreds of new mail order companies. Now you can buy virtually anything by mail, from clothes and computers, food and wine, perfume and pet care products, to toys and garden tools, cosmetics and car accessories, hi-fi and kitchenware. Many items undercut high street prices.” (Source: The Virgin Home Shopping Handbook by Noelle Walsh and Richard McBrien, published by Virgin Books. ISBN: 0 86369 0 0). The book is invaluable not only to people wanting to buy by mail but also for you, in deciding what to sell in your mail order business. From the book the list includes: Accessories and Jewellery Art and Art Materials Automotive Baby Products Books (including personalised books, collectables, book-binding) Charities Clothes Collectables Computers DIY Supplies Electrical Appliances Electronics Flowers and Chocolates Food and Drink Footwear Furniture Gadgets Gardening General Gifts

Health and Beauty Hobbies and Crafts Home Jewellery Kitchenware Luggage Museums Musical Instruments Office Equipment Optical Outdoor (including Camping) Pets Photographic Recordings Software Sports Equipment Sportswear Stationery Toys Travel Watches and Clocks

Note: Make this book essential reading even if just for the sheer wealth of unusual mail order products contained within those generic categories.

If It Can Be Sold, It Can Be Sold By Mail! “It is important that when you think about possibilities for your mail order business, you should not restrict yourself to those products narrowly thought of as ‘mail order products’. Remember that there is some truth in the old saying that ‘if it can be sold, it can be sold by mail’. And if you already have a business of your own of almost any kind, you should consider doing some of your business by mail order.” Julian Simon, How to Start and Run a Mail Order Business.

Silly, and Even Sillier Things to Sell By Mail An American living in England looked for something unusual to market back in the United States and ventured on English parking tickets as a novelty gift for the American driver who has everything! Even odder items are sold by mail, especially in the United States (home of Pet Rocks and Cabbage Patch Dolls), but as yet these items are largely unknown outside America. For example: For Romantics Mistletoe Love Seeds (you plant them and watch them grow). Promoters say the faster and more attractive they are the stronger and more passionate your love will become.

- 10 -


Cans Of L.A. Smog Southern California Sunshine London Fog Londonderry Air Tea from Boston Harbour Dirt from the OK Corral

Pieces Of The Hollywood Hills The Grand Canyon Rock from Plymouth Rock Red Tape (Say it comes from Washington) Central Park, New York

Things You Can Not Sell By Mail Counterfeit Currency and Stamps Flammable Liquids Flammable Solids Illegal Drugs Illegal Substances, including threatening letters, counterfeit currency and stamps Matches Obscene and Offensive Materials Paints, Varnishes, Enamels, etc. Pathological Specimens (eg. blood, urine) unless by authorised senders, such as doctors, veterinary surgeons, etc. Poisons, unless by authorised sender In fact the list is much longer and largely irrelevant to the genuine mail order dealer. However, it makes sense to know what you can and can not do before establishing your mail order venture. Pick up a copy of ‘Prohibited & Restricted Goods’ from any Post Office.

Reasons for Buying by Mail •

Sometimes goods can be purchased by mail for less than they might cost in the shops if, indeed, they are available at all in the high street. Assuming quality is similar, lower prices are usually associated with traditionally lower overheads, or frequently because the mail order dealer enjoys a monopoly over certain popular lines.

Makes buying easy for the customer: it’s quick and easy, there’s no need to make your way into town, no looking for parking spaces and no time wasted looking or queuing for the things you need. According to Joe Karbo, author of ‘The Lazy Man’s Way to Riches’: “It’s a lot easier to clip a coupon, make up a check (cheque), and stick it in the mailbox than drive to a store, find a parking space, and try to get a clerk’s attention.”

Easier access to hobby and special interest items which might have limited appeal in local or regional markets. Examples here include collectors’ items like stamps and coins, memorabilia and souvenirs, limited editions, craftwork materials, craftworkers’ newsletters, etc.

Gives access to goods which might not be on sale locally. No matter where he lives, if the customer has access to a post box he can buy goods from all over the world.

Serves customers unable or reluctant to purchase from traditional outlets, including the disabled and housebound, aged or infirm, parents of very young children, people living in remote areas, carers, and so on.

Compensates for loneliness and isolation. Sadly, sometimes a guarantee that someone will call - the postman - is an incentive to place the order.

Removes some of the embarrassment involved when making specific purchases or asking for a refund. Consequently, personal items sell very well by mail, including: marital aids, girlie magazines, dating and marriage services, some cosmetics, and so on. And, if you have to return your purchase, for whatever reason, there’s no face-to-face confrontation with a disgruntled salesman and no holding up queues of hurried shoppers.

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Benefits to the Mail Order/Direct Mail Specialist •

Unlimited marketplace

Wider choice of goods and services to sell

No need to stockpile

Testing can establish likely interest in a product before the trader commits himself to high capital outlay for stock

No special business premises required

Can be operated part-time or full-time, or in whatever spare time is available, meaning the operator can learn - and earn - as he goes along

Needs minimum capital, just enough for a few test advertisements or a sample mailshot

Anyone can start and run a mail order business, regardless of age, experience and with very little starting capital

Running costs are usually low.

Distinguishing Features of Mail Order and Direct Mail Not uncommonly, one finds the terms ‘mail order’ and ‘direct mail’ used interchangeably, almost as if they were the same. In fact they are not the same: each has characteristics all of its own, yet both feature prominently in the distance selling process. Mail order and direct mail are entirely different, while being ‘sister’ businesses and arguably ‘different sides of the same coin’. This is how to tell them apart if, indeed, you ever need to do so! •

Mail order relies on customers purchasing products off-the-page or requesting further information as in the two-stage or enquiry method. Recipients of direct mail packages have not asked to see the information provided, in many cases this might be their first contact with you.

By buying or requesting further information from an advertisement, an individual has already convinced himself his purchase is likely to benefit him. In direct mail, you must convince the recipient that he has a need which your product can fill.

Traditional advertising deals with a restricted market, limited by readership and the fact that in general interest publications, many readers have no interest at all in the product or service you promote. To illustrate, if you advertise dog food in a publication read by a wide target audience, it’s reasonable to assume not all will be interested in dogs. The situation is much different for specialist publications where most readers share a common interest, like hobbies, political beliefs, profession, and so on. Conversely, direct mail can be targeted at clearly defined groups, people who have been identified as having common characteristics of importance to what you offer. So, if you buy a mailing list of solicitors, you can market something entirely suitable to them, such as a law book. If the common characteristic is making money, you might have a mailing list of opportunity seekers who are a good target for your latest business plan.

In traditional advertising, your target audience is a faceless quantity. You do not know who they are or where they live, and you can not guarantee to reach them even with repeat advertising.

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Direct mail, on the other hand, allows you to communicate with the very same people again and again, as often as you like. With most lists, you can also learn a great deal more about your prospect than their membership of a particular group. Customer profiles are usually available, indicating relevant characteristics such as age, buying patterns, socio-economic status, and so on. •

Traditional advertising frequently depends on one-off sales and some sellers rarely contact their customers again. Direct mail is very different and can generate a wonderful source of customers for repeat mailings.

What You Can Earn Profits are limited only by the time, energy and enthusiasm you devote to your business, depending on whether you work part-time or full-time, in local, national or international markets. With a little experience anyone can make a comfortable living from mail order. But you don’t need to be content with a reasonable standard of living and, as your business develops, you’ll find better ways to market your products; more exciting, more profitable products to offer your customers; wider markets to utilise your resources. In time, you’ll develop an instinct about what makes a winning product and what is the best way to market it.

Who Can Make Money in Mail Order? Can I Make Money Part-time? What If I Don’t Have a Lot of Money to Invest? Mail order is ideal for starting part-time, learning the ropes, developing your own trading and operating styles, and later branching out into longer hours, maybe full-time. The best advice to newcomers, especially those without capital to invest, is to start small, perhaps with just one item or a limited range of items. Test your product with a series of small advertisements or by sending out a few thousand mailshots. Reinvest the profits and repeat the advertisements until they cease to be costeffective. Increase the size of your mailshots gradually, to as many as you can handle, always testing a portion before rolling out to the entire list. In fact, being part-time or even working spare-time can have positive benefits as Julian Simons says: “It is usually wise to start part-time. Mail order is a rough, tough business, and you can’t learn it overnight. Learning will be much less painful if your livelihood, and that of your family, doesn’t depend on your immediate success. And you have an advantage if you start part-time. As you will learn later, one of the important skills in mail order is to be able to move fast on the basis of skimpy evidence. Part-time operators don’t need to move so fast, and therefore they can move more surely. Their slower pace helps keep them from making wrong and expensive guesses.”

How to Copycat Successful Mail Order Operations The best way to learn about mail order is by studying people who have already made it big themselves in this fascinating business, primarily those who have authored books about the mail order business. Some have permanent pride of place in my own business reference library, most of which are mentioned in this course. # Proving how prosperous a home-grown mail order business can become US reporter Mary Daniels says in the ‘Daily News’: “Queen of mail-order catalogs started in the kitchen, ended up in the millions ..... Catalogs have become favored forums for late 20th-century shopping sprees, and while some catalogs specialize in luxury items, glitzy clothes, shoes, even customer cars and exotic pets - the Lillian Vernon catalog offers about 150 pages of answers to that seemingly impossible quest - finding clever, memorable but inexpensive gift items rarely seen in shopping malls anymore.”

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The story tells how Lillian Vernon - real name Katz - started a mail order business, literally from her own kitchen table, originally marketing just one item, a monogrammed purse belt. The article says Katz’ exceptional talent lies in merchandising, selecting, pricing and photographing more than 3,000 items offered each year. Katz oversees every aspect of this activity in seven editions of the 50 million catalogues the company produces. In a couple of years the firm’s mail order sales reached $100,000,000, with a staff of 300 people, rising to 1,000 at peak times. #

Being different - creating a ‘USP’ - is what most mail order fortunes are attributed to. In California, a swimwear company, called ‘Just Bikinis’ began marketing their outfits offering different sized tops and bottoms, based on their understanding that very few women are of standard size. The company began selling mix-and-match bikinis off-the-page through display advertisements in national consumer magazines, mainly targeted at a younger audience with a median age of 29. Within a few years, Just Bikinis developed a list of 15,000 repeat buyers who purchased on average between $45 and $50. Its mail order business doubled in size in just one year, and expanded two-and-a-half times during the next twelve months.

# The ‘Los Angeles Times’ calls our next case study ‘the 63-year-old King of Passion Fashion’, who, “started his own business in a cubbyhole in New York in 1946, ‘damn near went broke’, moved to California a year later, and eventually owned a business with an annual turnover of some $28,000,000”. Frederick Mellinger was the founder, president and chairman of ‘Frederick’s of Hollywood’, and attributes his success to “paying close attention to the world’s best designers, reading their comments, discussing their ideas, analyzing their strategies, inspecting their creations and, then, ignoring it all.” Calling it all nonsense, Mellinger dedicated his business to making women feel ‘sex-sational’, more beautiful than they ever dreamed possible. Mellinger ignored fashion trends, and concentrated on women themselves, declaring that being different was the key to his own success. With that commitment, his business, started in a tiny cubbyhole, eventually sold through 115 stores in 30 states alongside seven million catalogues mailed to customers all over the United States. Despite the fact the firm sells through so many retail outlets, including its own on Hollywood Boulevard, the founder says: “We make more money on our mail order side because we’re working out of one overhead place. It is far more profitable than our stores.” # The ‘Des Moines Register’ recalls the story of two men who ‘parlayed’ $1,200 in cash into a mail order business selling pipe tobacco to thousands of smokers all across the United States as well as through scores of retail outlets in their home state of Iowa. The most surprising thing about ‘Tobacco Outlet’ is that it doesn’t advertise. It has established a multi-million dollar business purely through referrals and repeat business, meaning the firm’s overheads are uniquely low and profits surprisingly high. The partners developed their business based on experience gained from working in the tobacco industry over several decades. When they decided to market their own blends of tobacco and smoking accessories, they simply tapped into a captive audience of previous contacts with their earlier employers. The business started with a simple letter from one of the partners to previous contacts, telling them he had left his previous employment to start his own business, and including a pamphlet and order form for his new venture. The orders came in thick and fast and the couple have never looked back, despite the fact that planning for the business was almost nonexistent. “I didn’t plan a market like that”, one partner says about the business, “I just planned on selling a few things by mail order and it just mushroomed.” # A similar story is told by two Oregon farmers, named Harry and David, who established their own mail order business selling fruits, cakes, preserves and related items. Their ‘Fruit-of-theMonth’ plan proved particularly popular - and profitable - largely, the couple say, due to the folksy little notes included with the baskets. The notes are apparently written by David, who

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says: “Harry and I grow our own fruit, bake our own cakes, put up our own preserves - even our baskets are woven by hand.” The couple aim for a friendly, homely feel to their business. According to one of their customers, recorded in a major US daily: “You get the feeling they are really nice guys.” The lady was recalling how she had received an immediate acknowledgement of her orders and even a long distance call from the company questioning a minor problem concerning the intended recipient’s name. This tiny, home-town appearance of the business is entirely fictitious, but not obviously so to customers. Harry and David’s original orchard existed on a 23-acre complex, from which the firm mailed out 77 million catalogues a year, generating £60,000,000 turnover. Another major reason for the couple’s success was in capitalising on holiday and gift occasions, real and fictitious. Harry and David found sales of their gift baskets increased phenomenally at Christmas and Easter. So much so, the couple began exploiting other seasonal events, discovering that Valentine’s Day brought countless orders for a new line in fruit and candy baskets. The secret of their huge success - the originators died long ago - was not in the products they sold, but in the way they were marketed. Unusual marketing methods and the homeliness of their operation were the key to Harry and David’s success. #

Recent articles in ‘Home Business’ and ‘Great Ideas’ reported the magnificent success of exteacher David Pearson who decided to leave teaching to start his own mail order business, publishing books targeted towards teachers. His idea for the business stemmed from his own fruitless search for books needed to implement the proposals of the National Curriculum initiated in the late 1980s. He soon found the books he wanted did not exist. To cut a long story short, David set to writing the books he needed himself and found it worked. The children were impressed and his colleagues started asking where they could buy copies for themselves. At this stage David began wondering just how many other craft and design technology teachers might be interested in his work. He decided to find out, using direct mail. “It was the simplest mailing you can imagine”, David reported in one major magazine, “just one colour leaflet and an order form in a plain envelope addressed to the headteacher.” Simple it might have been, but it generated enough orders to outdo most direct marketing professionals. In fact, he says: “Quite honestly, the response was tremendous. I suddenly knew I had discovered a major gap in the market.” David left teaching in 1990 and today he is a highly successful publisher of teaching materials for primary and middle schools. In the space of six years he has set up his own company, ‘ST Books’, which now commissions new titles from other writers as well as publishing David’s own work. “I’ve found a successful formula”, he says, “and I’m staying with it. This business has been built by direct mail. That’s how I reach my market. That’s how I sell - you can’t buy my books any other way except through the post.”

# A very unusual product developed and manufactured in the north east of England is now being marketed all over the world. ‘Pickled People’ was started by Bill Foggon, whose idea came to him while he was off sick from his earlier profession as a driving instructor. ‘Pickled People’ are simply stuffed tights with faces drawn on them and packed into jars. From one or two simple novelties, Bill’s company now boasts a huge range of subjects including Pickled Grandmas, Pickled Policeman, even Pickled Bums in Jars. Bill describes his product as ‘Charming little faces, full of character, staring out of their jars at you and raising smiles from everyone who views them.” His idea is unusual and profitable too, and ideally suited to selling by mail. Over 100,000 individual items have been sold over the last four years, reaching places as far away as Italy and Singapore, The Netherlands, Norway and Sweden. From humble beginnings the firm enjoys an annual turnover of around $100,000 and reports that growing interest in its products has meant over 30 part-time staff have had to be employed to produce over 4,000 items a day. Bill has proved what all successful mail order professionals know - choose an unusual product, invent one if you can, and the world really is your oyster!

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#

Larry Newhouse and his wife Madeline started selling costume jewellery from their kitchen table with a $1,500 investment. During the day Larry was a salesman selling jewellery. In the evening he made up orders in his basement. Five years later the sales of their firm, House of Camelot, were over $3 million annually.

#

Three years ago (early 1990s), B. Claussen was looking for a swing set for her two children. “We quickly found there was no single local place we knew of where we could buy good swings” she said. Not only was there a limited selection of sets at area stores, but those that were being offered were of poor quality and too expensive. So on top of her full-time job with the federal government, Claussen decided to become an independent mail order dealer for two swing-set manufacturers, operating out of her home. “We had a phone and a post office box - that was all.” Today, Claussen’s part-time venture has grown so much that Turtle Park Toys sells not only swing sets but also a wide variety of educational toys, promoted in a 32-page catalogue. Business - which is now ‘well into six figures’ - has increased so much that Claussen has had to move the operation from her home to a small three-room office on Wisconsin Avenue.

#

An article in ‘DM News’ bearing the headline ‘Mail Order Bicycle Firm with $1,000 Start-Up Grossed $6.5 Million in Last Fiscal Year’, reports how an advertising man who enjoyed bicycling decided to invest $1,000 in an attempt to convert his hobby into a profitable mail order business. The resulting company, now Nashbar Associates Inc., grossed $6.3 million in the last fiscal year (9 years after starting the operation) and the firm anticipates sales to jump to $7.5 million for the coming fiscal year.”

How Fortunes Are Made in Mail Order Fast fortunes are not that uncommon in mail order. Remember tales of Cabbage Patch Dolls, Pet Rocks and information products like ‘The Government Auction Handbook’ and ‘How to Claim Free Land and Property’. Generally speaking several factors determine whether a fast fortune is possible, being: • Products and services that are uniquely new. • Products, services and marketing methods that grab and hold the attention of hundreds, thousands, even millions of consumers long enough for the original dealer to scoop the greatest share of the market. • Products and services offering very high mark up. What is the greatest secret of getting rich fast in mail order or direct mail? Probably that you can start small, with just enough capital for a budget ad. or test mailshot, from which you pyramid your profits into bigger and better promotions. Remember the double your money concept mentioned in the introductory module of this course? In fact, some advertisements and mailshots more than double their investment, hastening the pyramiding concept. Let’s look again at the double-your-money concept, just to show and prove the amazing potential of mail order and direct mail.

Multiply Your Profits Today, Tomorrow, This Month, Next Month Remember the tale of the British direct response specialist who selected workers only from those who understood the powerful double-your-money-every-day principle of mail order and direct mail? The simple truth is you can double your money every day, though you wouldn’t start with a penny, any more than you might want to constantly mail out millions of mailshots each week. But, look how fast and efficiently 1p accumulates in the space of less than one month and, more realistically how $40* invested in a 100 size mailshot quickly accumulates enough profits to enable mailouts of 20,000** or so in nine fast moves.

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1p ... 2p ... 4p ... 8p ... 16p ... 32p ... 64p ... $1.28 ... $2.56 ... $5.12 ... $10.24 ... $20.48 ... * $40.96 ... $81.92 ... $163.84 ... $327.68 ... $655.36 ... $1,310.72 ... $2,621.44 ... $5,242.88 ... $10,485.76 ** ... $20,971.52 ... $41,943.04 ... $83,886.08 ... $167,772.16 ... $335,544.32 ... $671,088.64 ... $1,342,177.28!

Countdown to a Winning Formula Perhaps the greatest secret of success in mail order is to have an exclusive product, something most people want and which they are prepared to buy. More importantly the product should be something offering high profit margins and preferably repeat order potential. Truly successful operators study the market first searching for a specific as yet unsatisfied demand for a product available only from them. Not easy, but well worth the effort trying to find. Many amazing stories are told of mail order dealers finding a market for items only they can supply, and just as many tales of firms actually creating demand where none existed previously. Deodorant is one such example which few people thought they needed until the media convinced them otherwise. Today, what self-respecting man or woman would start the day without the obligatory sweet-smelling, odoureating spray? It’s important to distinguish between actual and manufactured demand in determining what the public wants to buy against another product for which demand is low, even non-existent. For example, most families keep pets - there’s a genuine demand for cute little puppy dogs and wide-eyed kittens. No-one has to work hard to convince families to buy the kind of animals which are a common feature of most people’s lives. Much greater skills and powers of persuasion were required by Gary Dahl, the man who convinced millions of people all over the world to relinquish feline and canine pets in favour of a less demanding, less costly variety, a pet no-one had seen before and which hardly anyone wanted prior to Dahl manufacturing a very real and widespread need for the unusual pet. The Pet Rock - literally a piece of rock with hand-drawn features - took the world by storm and earned millions for its creator. Features of the ‘perfect’ mail order product, namely one from which your fortune might grow: 1)

Product appeal. Your product should appeal to as many people as possible, regardless of sex, age, class or creed.

2)

It must be lightweight, portable and durable. Otherwise fulfilment costs will eat too heavily into your profits.

3)

It should offer a mark-up of three to ten times its production and fulfilment costs.

4)

You should have exclusive control over the product, either by manufacturing it yourself or by gaining sole marketing rights from its owner.

5)

Supplies must be reliable, ongoing and quick to access. It is illegal to offer a product for sale where you do not have sufficient stock available to cope with demand and where you do not have easy access to further supplies.

6)

Follow-up sales should be possible in the form of repeat purchase of the same product, or of items which are complimentary to the original product. This includes products which are quickly used and in need of constant replenishment.

7)

There must be demand - preferably high and unlimited - for the product.

8)

The market must be easy and inexpensive to reach.

9)

Value for money.

10)

The product must be legal or the authorities will soon put you out of business.

11)

All-year buying potential.

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A Selection of Proven Mail Order Products •

Books and information products, especially ‘how to’ and self-improvement titles, correspondence courses, business opportunities manuals and moneymaking blueprints.

Natural cures and treatments, including smoking cures, diet aids, herbal and traditional remedies.

Private products for men and women, including slimming garments, anti-ageing products, marital aids and contraceptives.

Clothes.

Gifts.

Fads and gimmicks, including Pet Rocks, Cabbage Patch Dolls, title deeds to minute pieces of land and fake university degrees.

How to Locate Suitable Products •

Invent or design your own. Think of something unique, like Pet Rocks or Cabbage Patch Dolls. Or do as a friend of ours and capitalise on some major event, like the demolition of the Berlin Wall which found him rushing to Germany to pick up pieces which were then broken up, reshaped, framed and sold all over the world.

Buy selling rights. Think about buying exclusive rights from the inventor or manufacturer.

Copycat. Copy whatever proves profitable for the opposition, being careful not to breach copyright or other legal protection. Be careful though, and remember that your competitors might have years of experience which makes it easy for them to market the product. As always, test your product and market before committing yourself to high outlay. To imitate successfully: look for repeat advertisements, look for shortfalls and flaws in profitable products where you can initiate subtle changes, or create new uses for the product.

Expanding Your Mail Order Business Expansion can take several different forms, from employing staff of your own to enlisting outside help, such as advertising agencies, copywriters, mailing and fulfilment houses. Other ways to expand include looking for new, related items to add to your product range or by branching out into completely new fields of mail order. For example, if you have previously published business books and manuals, you might consider adding distance-learning courses or audio tapes to your range. Or you might opt for unrelated areas - list broking, running an advertising agency, copywriting or selling imported seasonal gifts and novelties to new and established customers. Developing an existing mail order business can simply be a case of attempting to reach new customers or expanding into untapped markets, including overseas. Simple ways to reach a wider marketplace at little extra cost include: selling through agents, arranging leaflet drops or having the Royal Mail do blanket mailings for you in selected areas. More tips to help you grow fast in mail order and direct mail: •

Learn all you can about the mail order business: from books, newsletters and trade publications; from careful study of your competitors, by analysing reasons for other people’s successes and failures. Look for ideas for products and marketing methods overseas which can be incorporated into your business.

Add to your product range as soon as you can. Careful testing is vital and, generally speaking, you should start by adding related products or any with mass appeal which can be sold through brochures or catalogues.

Delegate work to others, freeing you to concentrate on more important matters.

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Why This is the Easiest, Most Likely Road to Riches The mail order business is one of the most exciting, most profitable, most immensely enjoyable ventures anyone can start. Money you can make from the business could so easily be more than you ever dreamed possible. More than most businesses, profits earned in mail order are directly related to the time and effort you commit to the venture. I’ve so often heard mail order called ‘a numbers game’, meaning the more advertisements you place, the more direct mailshots you process, the more products you offer customers, the higher your profits will eventually be. In ‘How to Get Rich in Mail Order’, mail order guru Melvin Powers says: “Like most businesses, the world of mail order is one in which there is a direct correlation between what you are prepared to put into it and what you will eventually take away from it. But unlike many, it is a game unfettered with restrictions and qualifications - and for that reason it could be the best game in town. The opportunity for success is available to all. There is no distinction in terms of social background, job, or affluence. No particular skills are necessary nor is education required.” As for any successful business, the prime catalyst is motivation, a desire to succeed and a belief in your own abilities.

Summary

*

Mail order - and direct mail - the most likely route to riches for firms operating entirely by mail and others for whom selling through the post comprises just a small part of their overall selling portfolio.

*

Many very successful mail order and direct mail firms have been started on a shoestring, including many in Britain alone. The secret is to plough profits back into bigger, better campaigns and keep on doing so until your business is operating at full steam.

*

Anyone with a modicum of intelligence and some organisational flair can be successful in mail order. All it takes is patience, understanding of customers’ needs, and the courage to back one’s own convictions - including investing money - to introduce and market the product as quickly as possible. Before someone else beats you to it!

*

Many of the world’s biggest mail order and direct mail companies started from a kitchen table. Many still operate that way many years into their existence.

*

Mail order and direct mail, though the terms are used almost interchangeably, are actually very different concepts. However, most firms involved in one eventually expand into the other, operating both side-by-side according to which products are most suitable for a particular marketing method at any point in time.

*

Many excellent products available in the United States are not currently sold in Britain. The successful operator will keep his - or her - eye on what’s happening abroad with a view to introducing competing products to the domestic market.

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Ads. That Stand the Test of Time Old adverts never die, they just keep getting better. And more profitable. The fact is, there really is nothing new in mail order. Things change, of course, but the essence of most successful products continues through the decades. Witness these ads. from 1930’s magazines, one offering homework opportunities, another advertising a short training course in shorthand, the other promoting a homestudy course in advertising. Much the same things are being offered today, by different firms, and promoted in different ways, targeted at different people, and at different prices to those asked yesterday! A very successful colleague in the mail order business tells me he makes a big thing of sifting out old magazines and newspapers at flea markets and car boot sales from which to source ideas for products and advertising methods. “I always have something different to what others are promoting”, he says! Which I can well believe!

Products That Stand the Test of Time Just as old adverts never die, there are products which also keep on selling year after year, decade after decade. Stamps and vintage postcards, alongside numerous items of interest to collectors, represent just two such products. Other perennial favourites include clothing and craftwork items (look in old magazines and you’ll see much the same sewing and tapestry kits being sold today), woodworking templates, competition entry forms and solutionist services, pet accessories, and much, much more besides. To prove the profitablity of some of these items let me tell you I once traded in collectors’ stamps and vintage postcards and made a wonderful living at flea markets and collectors’ fairs, as well as by mail, before I decided to sell exclusively information products. One of my biggest ever successes was in selling collectors’ stamps, although mine were the ten a penny variety which can be picked up in huge bagfuls for just a few pounds each (that is a couple of pounds each for bags full of stamps, not individual stamps themselves). The secret of selling stamps was to target a niche market (easy here, it’s simply stamp collectors) and to find a way of reaching them at reasonable cost. At the time ‘Exchange and Mart’ was offering free advertisements to the public. I placed a free ad. every week offering my list of surplus collectibles (genuinely mine as I had not decided to go into business yet). I asked people to write for my list and hundreds did. In less than no time I had a mailing list of hundreds of collectors, mainly of stamps, who purchased huge quantities of my surplus collectibles. So much so, I began buying stamps for resale, which were listed in a monthly newsletter to my very own, freely obtainable, mailing list. It lasted for years and developed to a point where I could not cope with selling stamps alongside my more recent interest in writing and selling information products. But it shows how items costing a tiny fraction of one penny each, when sorted and displayed in small approvals books or detailed in a regular newsletter, can generate many hundreds of times their purchase price to anyone prepared to spend time looking for buyers. Which isn’t very hard to do!

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Recommended Reading How to Get Rich in Mail Order by Melvin Powers, published by the Wilshire Book Company How to Start and Operate a Mail Order Business by Julian L. Simon, published by McGraw Hill Profits Through the Post by Alison Cork, published by Piatkus Running Your Own Mail Order Business by Malcolm Breckman, published by Kogan Page The Lazy Manâ&#x20AC;&#x2122;s Way to Riches by Joe Karbo, published under various imprints and available in the UK from: Hilite Publishing, Ash House, Ash Green, Longfield, Kent, DA3 8SA.

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Appendix One Glossary of Mail Order Terms


Glossary of Mail Order Terms Acorn: Acronym for A Classification Of Residential Neighbourhoods, a marketing segmentation system which enables consumers to be classified according to the type of residential area they live in. Advance Mailer (Teaser): A simple mail pack or postcard which is mailed before the main mailer to increase its impact or customers’ awareness. Advertising: Paid for announcement about goods and services for sale. AIDA: Acronym for advertising formula: Attract - Interest - Desire - Action Audit Bureau of Circulations (ABC): Independent organisation which provides certificated evidence of the paid circulation of publications in the UK. This provides a valuable yardstick for advertisers and is usually more reliable than what publishers say about their own circulation rate. Below the Line Promotion: Marketing term for direct mail and other forms of promotion. Expenditure on advertisements in newspapers, magazines, etc., is known as ‘Above the Line Promotion’. Blanket Coverage: Used in advertising and direct mail to indicate promotions to the public at large rather than to a specific target audience. Bounce Back (Sometimes ‘back end’): Sales made to a customer after the initial purchase. BRAD: The British Rate and Data. A publication highlighting advertising facts and figures and providing invaluable information about the media and other matters of interest to advertisers. Brief: Written or verbal instructions, particularly used for agencies, printers and mailing houses. Business Mailing: A mailing delivered to business people at their place of work. Offers are business-related products or services. Circulation Figures: The total circulation of a particular publication within a given area. Circulation usually refers to copies distributed. ‘Readership’, on the other hand, is a term often used by the media to ‘boost’ that figure, sometimes dramatically. Readership is an estimation of the number of people who might read or refer to the publication, for example: family members, workmates and colleagues of the original purchaser, library users, etc. Classified Advertisement: A short advertisement inserted according to classification or category. Classified advertisements are sometimes referred to as ‘lineage’. Usually 20 to 30 words long. ‘Display Advertisement’ is a common term indicating use of some of the techniques of display advertising: impact lines, emboldened text, centring, boxes, and so on. Most newspapers and other advertising publications have a classified section where lineage/classified advertisements are grouped together. Cold Lists: Names taken from lists of people who have no affinity to the advertiser nor recognised buying history of his product or service. Column Inch: Used in the newspaper industry to indicate advertising space one column wide by one inch deep. Also ‘column centimetre’, etc. Commission Agent: Agent paid on a commission basis for the business he obtains. The principal often deals direct with the customer once an order has been placed. Consumer: Purchaser of consumer goods and services for immediate use or consumption.

- Appendix One - Page i -


Controlled Circulation Journal: Publication that is financed entirely from advertising revenue, and sent free of charge to readers who are potential purchasers of the advertisersâ&#x20AC;&#x2122; products or services. Consumer List: List of names and addresses of individuals who have bought or enquired about consumer products or services. Control/Control Mailing: A successful mailing for testing against, that is by changing and testing one element at a time. Copy: The wording of the advertisement. Copy Date: This is the date by which a publisher must have camera ready artwork available ready for printing. It is not the date by which the rough layout for your advertisement must be received. Cooperative Advertising: Where a manufacturer and third party, e.g. agent or distributor, share advertising efforts and costs. Copywriter: A writer or advertising specialist who supplies written material for advertisements, mailings, sales letters, circulars, and so on. Cross-selling: Using a customerâ&#x20AC;&#x2122;s buying history to sell related products, for example using purchasers of travel luggage to sell discount air tickets. Customer/Client Database: Computer-held records of customers or enquirers, including addresses, mailing preferences, personal preferences, etc. Customer Profile: Information about a customer, including age, sex, location, income, interests, etc. Cut-off Date: Last date for receipt of advertisements or final date of special offer. Database: Information, usually names and addresses, maintained as a computer file. Deduplication: A controlled mailing system whereby no matter how many times the same address appears within a list, it will be accepted for mailing once only. Demographics: Socio-economic characteristics of customers including: sex, age, location, status, profession, income, etc. Designer: A professionally trained artist who produces designs or plans. Desktop Publishing (DTP): Computer system for creating artwork and print. Direct Mail: Sending specially prepared sales literature through the mail to carefully targeted prospective purchasers of a product or service, and inviting them to place orders direct by post, telephone or fax, instead of through shops. Direct Mailshot: Batch of direct mail literature sent out to a number of addresses at the same time. Direct Response: Advertising or other form of promotion that aims to achieve a direct response from the reader or recipient, e.g. direct mail or an advertisement that incorporates an order form. Direct Selling: Actual selling and taking of orders for a companyâ&#x20AC;&#x2122;s goods and services. The term is usually used when selling to the public without use of a shop, as in direct mail or direct response. Display Advertisement: Uses various display techniques to increase impact, including: graphics, imaginative typesetting, cartoons, fonts, headlines, boxes, photographs, testimonials, etc. Display advertisements can be as large, or as small, as the client wishes, and usually the advertiser may choose where his ad. will to.

- Appendix One - Page ii -


Door Drops: Unaddressed leaflets, postcards or mail packs distributed by hand, often through the Royal Mailâ&#x20AC;&#x2122;s Household Delivery Service, to households in a certain area. Editorial: Information inserted by the editor. Advertising editorial includes write-ups, references, and sometimes recommendations made to readers via letters and problems pages. Elements: Separate items which make up an advertisement or mailing pack. External Lists: Lists of prospects compiled by outside sources. Usually available for hire or purchase. Free Ride: Promotions where the medium is not charged for, for instance enclosures placed for other mail order dealers in exchange for them including your circulars in their mailings otherwise known as a contradeal. Fulfilment: The process of supplying information or goods in response to orders or enquiries received. Fulfilment House: Where the complete process of fulfilment takes place, from acknowledging orders to despatching goods and collecting payment. â&#x20AC;&#x2DC;Gone Awayâ&#x20AC;&#x2122;: A mailing piece returned to the sender because of incorrect address or because the addressee is no longer residing or operating from the address given. Headline: The opening line or first few words of an advertisement. Inserts: Some publications accept loose insertions of your advertisement. These will be placed somewhere within the pages of the publication and provide very effective, though usually costly, exposure. Key: Some code included by the advertiser to identify the source of enquiries and analyse the effectiveness of each advertisement. Layout: Drawing or sketch showing the relative position of illustrations, headlines, and copy on a printed piece: circulars, advertisements, etc. Leading Edge: Where the folded edge of a mail piece is inserted into the envelope first, thereby eliminating the possibility of the contents being damaged with opening equipment. Lettershop: Another name for mailing house. Linework: All type, lines, borders, etc., that make up the finished design. List Broker: Someone who supplies names for direct mail specialists. Sometimes the names are hired; sometimes sold. Sometimes the names belong to the broker; at other times he acts as middleman between owner and hirer/purchaser. Loose Inserts: Promotional leaflets, postcards, or simple mailing packs, etc., placed inside publications. Mail Order: Supplying goods and services in response to orders received by post. Mailer: A printed direct mail advertising piece. Mailing Houses: Also known as Lettershops. Where addressing, collating and despatching of mailing pieces is carried out. Mailing List: List of names and addresses of people or groups with common characteristics. Mailshot: The advertising package sent out to names and addresses on a mailing list.

- Appendix One - Page iii -


Mailsort: A Royal Mail Discount service for direct mail users. Mailings are sorted into postcode, often by computer. Users can select delivery options. Other countries offer similar discounts to larger users. Mark-Up: The difference between prices at various stages between the prime producer and the final supplier to the end user. Markdown: The amount by which a price is reduced on the original selling price during clearance sales or special promotional offers. Market: Number of customers or potential customers which have in common one or more easily identifiable and recognisable characteristics, such as geographic location, income level, buying habits, taste. Market Assessment: Identifying and evaluating all the relevant factors which influence a company’s current or potential market. The process of market assessment involves: identifying the market and the characteristics of buyers, users and distributors; establishing the overall market structure and size; identifying the external factors that could affect market size and the competitive situation, these factors including competitors’ activities, economic trends and government policies and legislation; and establishing the company’s and its competitors’ existing and potential shares of the market. Market Demand: The market demand for a product is the total value of a product that would be bought by a defined customer group in a defined geographical area in a defined time period. Market Intelligence: Knowledge of what is happening in the market place. Market Leader. Company which as the largest share in a market for particular goods and services. Market Research: Process of identifying and assessing the markets for existing or proposed products and/ or services, including the buying behaviour and lifestyle of customers. Statistical technique are often used, and the purpose is to assess not only the size of the markets, but such factors as the value prospective purchasers put on the product or service and, therefore, the price that can be asked for it. Market Segmentation: Analysis of the purchasers in a market by reference to such characteristics as buying behaviour, need patterns, socio-economic status or age in order to divide the market into sectors or segments in each of which the customers are of a similar nature and are influenced by similar buying motives. Marketing effort can then be directed more specifically to defined segments. Market Strategy: Overall plan for maximising impact on the market. It consists of broad decisions on target markets, product positioning, the marketing mix and marketing expenditure levels. Marketing: Assessing needs of the end user of products or services, and producing products and services which can be profitable provided to satisfy those needs. Another part of the marketing function is to coordinate the resources of production and distribution of goods and services. Marketing Mix: Way in which the different parts and techniques of a company’s marketing effort are combined and stressed. Component parts of the marketing mix include marketing research and market intelligence; product strategy and new product development; market and sales forecasting; advertising and public relations; sales promotion; packaging and merchandising; direct selling; physical distribution; and marketing planning and control. The emphasis in the marketing mix is different at different points in a product life cycle. Merge: To combine two or more lists, or two or more segments of the same list. Merge and Purge: To combine two or more lists and eliminate duplication at the same time. Off-the-Page: To ask for the order and payment directly from the advertisement. Package: All the elements of a mailing together in one envelope. Piggy-Back: Advertising material enclosed with a direct mail package but not related to the main offer, for example an offer for luggage enclosed with a holiday direct mailing package.

- Appendix One - Page iv -


Prepaid: Providing postage for the recipient of the mailshot. This can be an official mark or postage stamp; either way it’s designed to encourage positive and immediate response. Prospects: Names recognised as potential buyers for a product or service. Readers’ Reply Service: Used to generate enquiries. A pre-paid card is bound into the publication, usually at the back. Readers simply tick as many numbered sections as they want information about. Details are then collated by staff at the magazine and details of your enquirers processed to you. Delays can be lengthy but these should always be seen as ‘hot’ prospects and treated as urgent. Roll-Out: To release your mailing to a complete list following successful initial test mailings. Sample: Working specimen of your product which can be free, or paid for when offer is taken up. Segments: A collection of names within a list that have a common link between them, for example: sex, location, age. Segmented: The pulling out of names with a very high potential to purchase from various lists, and putting them together as one list. Self-Mailer: A direct mail piece where the outer envelope is an integral part of the design and print of the piece. Split-Run Mailing: Also known as split-test mailing. When two or more samples from the same list, each considered representative, are used to test either the mailing list or the mailing pack. Target Audience: Defined group of prospects, ideally suited to your product or service. Test Cell: A system used to monitor response to a mailing package by segment of the file, for example: males, females, location, age, etc. Test Marketing: Launch of a new product in a limited area and in a manner designed to check its commercial viability without cost or risk of a full-scale marketing operation. Testimonial: An endorsement provided by an existing customer or recognised authority, testifying to the suitability of a product or service. A testimonial can be one of the most powerful sales tools of all. Testing: Taking two or more sections of one list and applying different offers or incentives to each in order to assess maximum potential success. Testing can be carried out in other areas. Uplift: Increase in response. USP: Unique Selling Point/Proposition. A product’s best selling point. The USP sets your product or service apart from its competitors in your prospect’s mind. Window Envelope: Envelope which has a portion cut out to reveal the name and address printed on inside marketing materials.

- Appendix One - Page v -


THE FREE PUBLICATIONS DIRECTORY! This Directory conta血s the names and addresses ofpub輪shers who send you FREE copie§ Of their publica償ons.

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Things Are About to Change– It Starts Right Here Dear Future Associate, Let’s face it, things are tough and we have all experienced failures of some sort in life. Especially in mail order, the costs of failure can be very costly. Printing, names, stuffing, stamping and keeping up with what’s going on. It all takes its toll on our minds, how we think, and our ambitions. My name is William Troiano and I am a mail order enthusiast. I love mail, I love when the mail man comes and especially when I have money in the contents. I feel a lot of people do not jump into mail order due to the requirements of equipment or paying retail prices for things like, envelopes, printing, etc. Today I would like to present to you my own income opportunity for anyone with ANY budget to participate.

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A year from now you will wish you had started TODAY. – Karen Lamb


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Profile for American Mail Profits

American Mail Profits September Issue  

American Mail Profits new issue for September 2016.

American Mail Profits September Issue  

American Mail Profits new issue for September 2016.

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