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OVERCOMING START-UP BLUES and *Most small business owners who have managed to survive the proverbial *first 2 years in business probably started out thinking mail order was an *easy business to get into. *Chances are the experience would have been a fun-filled nightmare they may *not want to experience again. Sure, it was full of fantasy and hope. But *it also means a lot of hard work and long hours. and *When trying to figure out where you want to take your business financially, *it is common for entrepreneurs to extrapolate numbers based on their *advertising budget. *This style is perrineal among mail order people who equate advertising as *the foundation of their operations. and *This approach sounds very logical and statistical, but it doesn't happen *like that in the "real world" of mail order! Well... maybe once in a blue *moon, but most of the time _ it just don't happen. It's not always because *your offer is bad or the price is too high. And it's not always because *your mailing list was bad. Often times, the reason lies in the fact that *you and your company are unknown. and *But one of the most important reasons this statistical data only works well *on paper is that most beginners are not skilled in the area of TARGET *MARKETING. Yes _ that word is vital to the money your business will make. and *Target marketing is the process of focusing on a select and specific group *of people you are advertising to. And it has everything to do with the *product you are selling. and *For example, if you are marketing infant products, it would be very unwise *to stage a direct mail campaign on a random list. and *How many times have you got a mailing that went in the trash just because *it was selling a product or service you have no interest in? See what I mean. *If the company mailing these catalogs and advertisements would have *pre-qualified you or I and target-marketed their items correctly _ we would *have never received them. It is wasted money for the company! and *But how can you pre-quality or target market your audience before placing *an ad? If you are a beginner, it will take some time before you are *experienced enough to do so. However, you can always get a sample copy *of the publication first and see what items other people are advertising. *Then, test your ads in the smaller mail order publication that offer *low-cost advertising until you refine your ad and hit the right market. *As soon as you begin generating responses to your ads, keep in contact *with these customers and grow from there. They will bring you more customers *like themselves because "birds of a feather flock together." and *Therefore _ take my advice and SLOW DOWN a little. I know this is easier *said than done _ but if you don't slow down, you could easily get ripped-off *and lose a lot of money. Just like attending college _ you won't get a *Master's Degree the same day you begin classes. It takes 3-4 years! and *Take your time to get to know some of the pros and read what they have to *say. Survey and study the market. Read and educate yourself by investing *time into study. Start out in mail order like you would start working for *any company _ at the bottom. Learn the tricks of the trade. Make friends *and associates with "good" dealers and stick with them. Honor your word and *work dealerships to the advantage of yourself as well as others. and *Mail order is only a process by which products are advertised and delivered *to consumers. It works for any product and works for anybody. You don't have *to be rich, educated or a certain age, color or heritage. You don't have to *wear certain kinds of clothes or have your hair styled in the latest craze. *The only limitations are your own abilities and confidence in yourself. *I know because I started out really poor and brought my business up to *a thriving, self-supporting home business! and and |
