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*RUN A "BIG MAIL" SERVICE
*
*When you've been running a mail order business for a while, if you're doing
*it right, you should have a bunch of your own offers, plus other dealer's
*offers and co-published ad sheets to send out. What's the best way to get
*these to your customers? In a "big mail."
and
*What's a "big mail"? Just like it sounds, it's an envelope stuffed with
*offers, ad sheets, freebie reports, etc. It's big, hence the name. You
*will get better results from your mailings if you mail this way. Also, your
*expenses will be lower. Here's an analogy: Sending out one flyer in an
*envelope is like shooting with a rifle. You have one chance to hit that
*customer with something he or she will want.
and
*Sending a big mail is like shooting with a shotgun. You shoot multiple
*shots at once. If your customer doesn't like the first offer, they'll go
*on to the next one. Think about it, if you get a thick envelope in the
*mail, full of different things to look through, isn't it more interesting
*than that thin envelope with one measly offer in it? You bet!
and
*Assembling offers for a big mail should be easy for you by now. You should
*be co-publishing ad sheets, you should have commission circulars, plus
*offers you've developed on your own (remember, that's where the real money
*is). The question is, what is the most cost-effective way to get your
*offers to your customers?
and
*Here's a way to get customers who want your offers, and, at the same time,
*send out your big mail FREE! Advertise your big mail in ad sheets and mail
*order publications. Especially note the size or weight of your big mail.
*If you're sending them in a big envelope, say something like "Huge 8 1/2 x
*11 Big Mail!". Or, how about "Incredible Half-Pound Big Mail!". I
*guarantee, this will draw orders! Then, include either of these in your
*ad: "Send $1.00 to: (Your name and address)" or "Send three first-class
*stamps to: (Your name and address)". I would recommend the postage method.
*This way, you can use the all-powerful "FREE" in your ad. You will get more
*orders this way. Just find out how much it will cost in postage to send
*your big mail out, and put that in your ad. Remember, asking for postage
*will work better than asking for payment.
and
*So, here's a sample ad for your big mail: "Huge FREE half-pound big mail
*packed full of ad sheets, special offers and more! Send three first class
*stamps to: (your name and address)." This can be used as a classified ad or
*as a typeset one-inch display ad.
*
*Note: A half-pound big mail would probably take five first class stamps.
*I put three, because that seems to be the boundary for a lot of people.
*Some people wouldn't send more than three stamps for an offer, so splitting
*the difference will get more orders and still save a lot of expense for you.
*But, try both ways, you may get different results. If you are going to ask
*for full postage, be sure to use really exciting words in your ad, to
*convince people to send for it.
and
*When you look through ad sheets, you will also see lists of people who have
*paid to be listed as wanting big mails. If you want to pump up your
*circulation, these would probably be OK to mail to. However, you should
*keep in mind that you will be paying the full postage to send to them.
*This makes getting an order from them more crucial, because of the higher
*costs. Also, these lists seem to produce less orders than people who
*request YOUR big mail specifically. Most of these people are curiosity
*seekers who just like getting a bunch of mail. So, think about this before
*you send to a list like that. That's not to say you should avoid them
*completely, just be careful.
and
*By using a big mail system, you turn your set of offers and ad sheets into
*an offer itself. People will send you postage so you can send your offers
*to them. This makes them a receptive audience. Be sure to put your best
*offers and ad sheets in your big mail, and you will find this to be a great
*way to expand your business!
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