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Selling by Mail Order GOV10
Introduction
This publication provides basic information on how to run a successful mail order business. It includes information on product selection, pricing, testing, writing effective advertisements, etc. It also provides a list of other publications and trade associations for persons interested in learning more about mail order selling.
Mail Order Successes
Almost a hundred years ago Richard Sears and Julius Rosenwald got together to build Sears, Roebuck and Company into what would eventually became a $10
billion corporation. Meanwhile Aaron Montgomery Ward started his own company, which would become a multimillion dollar operation. These three entrepreneurs became the world's first mail order millionaires.
Since that time, countless part-time and full-time entrepreneurs have been attracted to the mail order business. Many have failed. However, a surprising number of businesses have succeeded in both good times and bad. Today, you can buy everything from clothes to insurance to live lobsters from Maine, all through the mail.
What Qualities are Required?
For marketing wizards, mail order can be highly profitable. Melvin Powers, a famous mail order publisher, started with a single book. Today, he has
more than 400 books in print and has sold millions of copies. Another marketing genius, Richard Thalheimer, built a multimillion dollar company, The Sharper Image, starting with a chronograph watch and an ad in Runner's World. He now sells not only by mail but also through major retail outlets across the country. Although everyone cannot expect to achieve the same
level of success as these exceptional entrepreneurs, your chances for building a profitable mail order business are increased if you possess the following essential qualities: imagination, persistence, honesty, and knowledge.
Imagination. Imagination is needed to visualize the special appeal that will compel a potential customer to buy your product. One mail order expert with imagination is Joe Cossman. In his book How I Made $1 Million in Mail Order, Cossman described how someone once brought an unsuccessful mail
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