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*FIVE THINGS YOU MUST DO TO BE SUCCESSFUL IN MAIL-ORDER.
and
*A mail-order business is a great business to start, either part-time or
*full-time. It's exciting, because it's always changing, and it can be very
*profitable, if run correctly. One important thing to remember, though, is
*that mail-order businesses are easy to start, but take work to maintain.
*Don't believe the hype you hear about making millions overnight in mail-order. It's
happened to a few lucky fools, but that's a
*bout it. You have to use your head in mail-order, if you want to survive. There are
five extremely crucial rules to remember w
*hen running a mail-order business. You still won't be guaranteed success, but it will be
a whole lot easier, if you follow thes
*e rules.
and
*1) EXPLORE FREE AND LOW COST MARKETING OPPORTUNITIES.
 | Too many people jump into a mail-order business with an expensive, |
| flashy full-page ad in a big magazine. That's great IF it's successful, |
| but what do you do when your ad only pulls enough orders to cover it's |
| cost, and you have no marketing budget left for new ads? Lick your |
| wounds, and close down your business. The smart thing to do at the |
| start (and throughout your mail-order career) is to take advantage of |
| all the free and low cost marketing options at your fingertips. You say |
| you don't know about any? Well, here are some ideas. Send a sample of |
| your product along with a press release to the products reviewers at the |
| magazines your customers read. Also, write a short article about a |
| subject or issue that will interest your potential customers and that |
| has a connection to the product you sell, and submit it to those same |
| magazines. For example, if you sell bass fishing lures, write an article |
| on the best times of the day for bass fishing. Offer to talk about the |
| subject on radio or TV talk shows regarding this subject. Cable TV, in |
| particular, has plenty of talk shows with specific audiences that are |
| desperately in need of guests. |
and
| In all of these instances, include a shot paragraph with information on |
| how to contact you and a general description of the products or services |
| you sell. Offer your articles or expertise for free, in return for this |
| paragraph either appearing at the end of your article, or being read |
| after the interview. |
and
| Marketing yourself as an expert in your business will get you far more |
| publicity than placing an expensive ad, and it's virtually free, except |
| for your time, a few stamps and a few phone calls. It works for me, |
| and I know it can work for you. |
and
*2) PYRAMID YOUR PROFITS.
| What does this mean? It means that you should take at least half of |
| your profits and reinvest it in more advertising. When you make your |
| first batch of sales, don't take your profits and throw a party. |
| It might seem like a good idea now, but you'll regret it later. A good |
| way to grow your sales is by expanding your advertising. |
| If you can only afford one or two small ads in the beginning, that's |
| fine. If those ads are successful, make sure you take the profits from |
| the sales they generate and reinvest them in four or five of the same ads |
| in different magazines. Then, reinvest the profits from those ads into |
| seven or eight ads, and so on. Don't be concerned about making immediate |
| money. You'll make a larger profit LATER if you reinvest in your |
| business NOW. |
and
*3) TRACK YOUR ADS. Suppose you have ten or fifteen different ads running
| in different publications. All of a sudden, you get a whole load of |
| orders. Of course, you want to continue running the ad that pulled in |
| the orders, in the same publication and in ones you haven't advertised |
| in before. This will bring in more loads of orders, right? But, when |
| you look at the orders, you have no idea which of your ads was the one |
| that clicked. When you're done crying, resolve that, from now on, you |
| will KEY and TRACK your ads. |
and
| Keying and tracking ads is so simple that many people miss it. |
| Here's all you have to do. On each ad, preferably on the address, add |
| a letter or number code that will indicate to you where the order came |
| from. For example, if you're advertising in the August issue of Popular |
| Mudbogging, and your business name is Joe's Knobby Tires, put your name |
| in the ad as Joe's Knobby Tires-PM8. PM stands for the issue name, the |
| 8 is for August. Then, you can look at the envelope and you'll know |
| instantly where the order came from. Make a table on a piece of paper |
| with columns for date, item ordered, amount paid, and date the order was |
| shipped. At the top of the page, tape a copy of the ad, and write the |
| ad key next to it. Then, when you receive orders, record the information |
| on the proper page. |
and
*4) DO SMALL SCALE TESTS BEFORE LARGE SCALE ADVERTISING. Before you sink
| hundreds or thousands of dollars into a large ad or mailing, test the |
| waters. Place a smaller ad with the same message in the magazine for |
| two or three issues, and see if it pulls. Or, if you're renting a |
| mailing list, do a smaller mailing to a small percentage of the list, |
| instead of just rolling the whole thing out. Testing is important in |
| this business. There are two possibilities that can come out of a test. Either the
ad/mailing works, or it doesn't. Now,
*it's up to you to figure out WHY it didn't work. Either the ad/mailing copy isn't
effective, or you're reaching the wrong audien
*ce. Review the whole picture, find out what needs to be changed, make the changes,
then retest. When you hit on the right comb
*ination, THEN take the big plunge. |
and
*5) DON'T BE AFRAID TO ADMIT YOUR MISTAKES OR FAILURES.
| Let's face it. You won't hit a home run in this business every time |
| your up at bat. In fact, just like in baseball, you may strike out more |
| times than not. But, the times that you're either lucky, and get to |
| first base on a walk, or you get a hit will make up for your strikeouts. |
| You need to keep a stiff upper lip, admit that you didn't get a hit, and |
| move on. Mail-order success comes not from overnight millions, but from |
| steady trickles. Put another way, mail-order is really a "get-rich-slow" |
| business. If you keep plugging away, keep learning from mistakes, and |
| keep trying new things as you find them, you'll at least be headed for |
| success road, if not on it from the start. |
and
and
|
