"HOW I MADE A FORTUNE WITH A HOME MAIL ORDER BUSINESS"
by James Carr
When I was 22 I was earning very little money doing an
ordinary humdrum job in a small east coast town. In
spare time I worked on an idea for a mail order business.
One day I placed my first advertisement in a weekly
magazine. Orders poured in. I tried some more ads, also
in other magazines. Soon the money coming in by mail
enabled me to give up my job and build up my own business
at home.
Today I am a company director and own several flourishing
mail order businesses, plus real estate in various parts
of the country. I enjoy life, spend a lot of time in
foreign travel and writing. I believe that anyone with
ordinary intelligence and enthusiasm can use the
techniques revealed in this manual and build up a
second-income fortune at home in spare time.
You'll find in this manual the techniques, rules and
mail-order know-how that brings wealth in this lucrative
field. I've put down the plain truth about what sells by
mail and what doesn't, what pitfalls to avoid, how to
discover whether people will buy before you spend money
on an idea, how to operate without stock, how to get
maximum results from low-cost classified ads, where and
when to advertise, how to get names of prospects without
advertising, how to get free ads in national magazines -
and much more.
You'll save money, I know, with all the information on
where to get - at rock bottom prices - items that really
sell by mail order. I've tried to put down all the
money-making tips I know that bring mail order wealth.
I've found mail order a wonderful, proven way to make
high profits in spare time, at home. I think it is the
finest spare-time business of all. You can start
anywhere, using your kitchen table for an office. You do
no personal selling. You can start with a modest amount
of savings, and grow big. Possibilities are practically
unlimited if you use these techniques. A home mail order
business changed my whole life. I hope it will change
yours.
ADVANTAGES OF A HOME MAIL ORDER BUSINESS
What I like about the mail order business is that you can
operate from your own home, without extra expenses in
rent, heating, lighting, etc. You can start with only a
fraction of the capital needed in most other businesses.
It's exciting, looking for specialities, gifts, novelties
or manuals which could develop into mail order winners.
It's interesting to prepare just the right circular that
will "pull", to discover just the right magazines to
advertise in and build up a flourishing easily-run
business you can conduct in your own time, as your own
boss.
THE HEART OF THE MAIL ORDER BUSINESS
Item selection has been called the heart of the mail
order business. Finding mail order "winners" is a
"must". You must know what to sell. Time spent in
following the indications in the next few paragraphs will
be rewarding.
WHAT TO SELL AND WHAT NOT TO SELL
The following words are "Find a Need and Fill It". Study the
market. Practically anything can be sold by mail, but items
in the following categories sell faster than most things.
(1) Information Manuals, Folios, Homework Guides and
Projects, Self-Help Books.
(2) Gifts, Novelties, Gadgets, Unusual Housewares,
Gardeners', Motorists', and Sportsmens' items.
(3) Hobby items such as Stamps and Coins (two hobbies
which have become big business).
(4) Services such as Printing, Mimeographing, Typing,
Research, Formulas, Remailing (Accommodation Address),
Writers' Manuscript Criticism and Revision; and supplying
Mailing Lists.
(5) Gourmet foods (now widely advertised in the
classified sections of the Sunday newspapers.) All those
are suitable for mail order advertising.
But AVOID
(1) Products obtainable in retail stores unless you can
offer remarkable bargains, or items rarely stocked.
(2) Items that have excessive weight in relation to cost.
(3) Perishable or breakable products.
(4) Health items that are not in line with the British
Code of Advertising Standards.
WHERE TO FIND PRODUCTS
The British Mail Order trader can find saleable items -
(1) In such directories as "200 Mail Order Favourites"
and "No-Risk Mail Order Bookselling" from your authorised
distributor.
(2) In trade year books and journals, many of which can
be seen at local public libraries. Lists of
manufacturers, merchants and wholesalers are given in
"Kelly's Directory of Manufacturers and Merchants",
published by Kelly's Directories Ltd., Neville House,
Eden Street, Kingston-On-Thames, Surrey, and "UK Kompass
Register" published by Kompass Register Ltd., R.A.C.
House, Lansdowne Road, Croydon, Surrey. Both are usually
at local libraries.
A wide variety of low-cost import sources are given in
"Made in Europe", "Import" and "World Gift Review".
Addresses of importers and manufacturers of watches and
clocks are given in "The Watch and Clock Year Book", NAC
Press, 258 Grays Inn Road, London, WC. Suppliers of
Jewellery are listed in "British Jeweller", Buyers Guide
section. Suppliers of Leather goods are given in the
trade journal "Leathergoods".
A free list of wholesalers of Pottery and Glass is
available from The Pottery and Glass Wholesalers
Association, 69 Cannon St, London, EC4. Information on
UK manufacturers is obtainable from The Confederation of
British Industry, 21 Toothill Street, London, SW1.
(3) In the Saturday Postal Bargains columns of the
National newspapers and in "Exchange and Mart".
(4) In home magazines such as "Ideal Home", "Homes and
Gardens", "Housecraft", "Homemaker", "Do It Yourself".
(5) In hobby magazines such as "Stamp Magazine",
"Philatelic Exporter", "Coins Monthly", "Coins and
Medals", "Amateur Photographer".
(6) At Trade shows of gifts, houseware, premiums,
stationery, etc.
SMALL MANUFACTURERS
Are sometimes good sources for mail order winners. They
are more likely to drop ship to your customers, and may
even give you exclusive mail order rights to a product.
Find them through the Classified Trades Directory (at
your public library).
LOCAL PRODUCTS
There may be something attractive, even unique in your
area which could be developed into a lucrative mail order
business. (Food items often come under this heading).
SELLING IMPORTED ITEMS
Sometimes - both in England and America - I have found
it highly profitable to import items and mail order them
in suitable newspapers and magazines. This is big
business today on both sides of the Atlantic. Two
low-priced directories which give hundreds of supply
sources for the mail order trader are "Guide to Wholesale
Foreign Bargains" and "International Drop Ship Guide".
YOU CAN TEST AN IDEA FOR £15 TO £20
You can discover fairly accurately if there is a good
chance for your idea at the low cost of about 15 to 20.
First, find a manufacturer who will supply you with the
product you propose to sell. Be sure that there is an
ample supply. Write the circular, sales letter and ad.
Don't print the selling literature but insert the ad in
the magazine you think might be profitable. Ask for
enquiries and use a classified ad. If you get so many
enquiries that it is clear you are on the right track,
THEN get your circular and sales letter printed. Many
mail order operators test before they invest in this way,
saving hundreds of pounds.
SELLING MONEY-MAKING INFORMATION MANUALS
Has enabled more men and women to start successfully in
mail order, on minimum outlay, in less time, than
anything else. I don't know anything else that can be
sold as easily and with as little capital as manuals and
books. Prospective customers run into millions. People
are buying more instruction manuals every year -
ambitious men, housewives, retired people, all who wish
to boost their present earnings, acquire special skills,
or new knowledge.
HOW TO SELL MANUALS THROUGH MAILING LISTS
(1) Mail circulars to lists of "Opportunity Seekers".
This type of list is available from firms advertising in
"The Trader" (under Mailing lists), "Exchange and Mart"
and "Sunday Express".
(2) If you are already selling gifts, novelties,
housewares, personalised items, etc, include circulars
describing the manuals in your mailings as package
stuffers, at no increase in postage.
(3) If you are engaged in selling (as an agent or direct
salesman), hand circulars to your customers.
ENQUIRY PULLING, LOW COST CLASSIFIEDS
In such media as "Exchange and Mart", "Do-It-Yourself",
"Homemaker", "London Weekly Advertiser", "The Trader",
you can use one or both of the following types of
advertisement.
The first type is aimed at bringing the maximum number of
enquiries from men and women generally interested in
earning money at home. Samples: "Your own easy Pleasant
Home Mail Order Business. Details Free". "Sell By Mail.
Big Profits. Free Details". "Homeworkers Wanted, all
areas, send s.a.e."
The second type relates to specific subjects. Samples:
"Big Profits Selling Stamps By Post. Send s.a.e.". "Cut
printing costs 50%. Free details". "Profitable Home
Typing".
Or simply write the title of a fast-selling manual you
have chosen to sell, and add the price, or "Send s.a.e.",
plus your name and address. Use capitals or black type
for the first word or two of the classified
advertisement.
OTHER WAYS TO SELL MANUALS
(1) Order in large quantities to get bigger discounts and
sell drop ship to dealers. Many dealers are glad to have
one source for a wide variety of fast-selling manuals at
this discount.
(2) If you own a ship you can include circulars in
orders, or hand them out to customers.
(3) Buy a list of exchange mailers.
(4) Sell to friends, acquaintances, work mates, or
distribute circulars at meetings. Because manuals bring
long-lasting benefits they sell well as Christmas and
Birthday gifts.
THE DROP SHIP METHOD
Enables you to operate a mail order business without
stock. (A few newspapers require advertisers to carry
some stock). You needn't even see the product. No
wrapping, no shipping, no trouble. You don't spend a
penny for goods until after you get orders and cheques
flowing in from ads and circulars.
ADVANTAGES OF THE DROP SHIP METHOD
Drop shipments enable you to sell many more items than
you could normally afford to stock. Because you can
offer a wide selection you can get a higher unit of sale.
And it leaves you free to spend more on ads. It cuts out
expense and time of packing, wrapping, postage and tops
to the post office. Many large mail order houses in
America have built up their enormous concerns with this
method.
HOW TO USE DROP SHIPPING
When you get an order you simply send to the drop shipper
an addressed gummed label (you can get these at first
from stationery shops). On the back of the label write
(in capitals) name of manual or manuals required and your
cost. Send label and your cheque for the cost to the
drop ship suppliers and they will send the order straight
to your customer, using your label.
USE DROP SHIPPERS' ADVERTISING MATERIAL
You can use the attractive, professionally-prepared
circulars. Or you can request permission to use the
advertising material supplied by drop ship firms to
prepare your own circulars by asking an offset printer to
print a number of their ads on each side of a circular.
Include an order form and a reply envelope.
HOW TO PICK PUBLICATIONS THAT PULL
(1) What you are selling must be closely related to the
editorial content of the magazine.
(2) Figure how much circulation you get for every pound
you spend. I keep my enquiry cost as low as possible by
using big circulation national magazines every two or
three months rather than lower-circulation publications
every month. You reach so many more prospects per pound
when you stick to small ads in the large national
magazines.
MY MOST PROFITABLE ADS
have been those publicising instruction manuals, gifts
and novelties in national magazines containing plenty of
classified ads, in mail order pages of national
newspapers; and in the stamp collectors' magazines. (The
stamp magazines, though their circulations and
advertising rates are comparatively low, can bring an
astounding number of replies to ads of people running a
home mail order stamp business. Recently an advertiser
wrote to "Stamp Collecting" saying he had received 1500
replies to his advertisement, and another wrote to insert
an apology in the magazine for delay in dealing with the
2000 answers received from his advertisement.
INCREASING CLASSIFIED RESPONSE
For the money you invest, classified ads nearly always
bring best results. But they must be the right type.
Qualified ads bring more valuable enquiries than blind
ones. Examples of a blind ad: "Make big profits at home
spare time". Example of a qualified ad: "Sell Books by
Mail. Big Profits". You can convert more enquiries into
sales by using the qualified type.
WHAT SHOULD ENQUIRIES COST
Probably the average cost per enquiry for most mail order
operators is around 50p.
HOW TO KEY YOUR ADS
Some advertisers use the style "Dept HM-2" which might
refer to "Homemaker", February issue. One of the best
ways to key your ad is to add an initial and a figure to
the number of your street. thus 256.D5 could represent
"Do It Yourself", May issue (five for fifth month). Or
you can spell your first or last name a little
differently, or use a different first name, or change the
initials.
GET ENQUIRY SELLING LITERATURE OUT FAST
People cool off if you delay sending the details they ask
for. Answering enquiries within a few days (better still
by return of post) is important.
WHEN 'LEADERS' ARE PROFITABLE
It can be profitable to advertise a œ5 booklet with an
attractive title which gives really useful information
and leads on to the purchase of a related item selling at
a higher price, or better still a group of items. The
important thing is that the "leader" MUST be closely
related to what you are selling, and it must be good
value. For example, a classified ad for a manual giving
babies' names and meanings, could lead to the sale of
other items of interest to young parents. Or a booklet
giving tricks of self-defence, selling at £6.00, could
lead to the sale of a £15 book on self-defence, offered
through a strong descriptive circular sent with the
low-priced manual. Or a classified ad for a low-priced
manual showing how to make money by home typing, could
lead to the sale of a homework project or plan.
HOW TO INCREASE CLASSIFIED RESPONSE
Advertise at the right time! Magazines that appear on
newsagents' counters in January, February, March and
October pull best. Next best is November, September,
April and August (May and August bring fewer replies).
Gift items sell best mid-September to early December.
Best month for advertising self-help and mail order
manuals is January (magazines that actually go on sale in
January). Most advertisers of information manuals and
advertisers of hobby items, do-it-yourself products,
stamps and coins are able to advertise profitably every
month.
WHEN AN AD IS SUCCESSFUL
I place it in two other magazines or newspapers. If
these two are profitable, I double it to four, then
eight, and so on.
HOW OFTEN TO REPEAT ADS
This is a matter for tests. In many cases I can
advertise some items profitably in every issue of some
national magazines, but only once in two, three or four
issues of others.
TWO WAYS TO SELL TO THE BUSINESS OPPORTUNITIES MARKET
(1) Place classified ads in Exchange & Mart, The Trader,
Sunday Times, Observer, Homemaker, Trading Places.
(2) Rent or buy mailing lists of opportunity seekers and
mail order book buyers from mailing list brokers and from
advertisers selling something with a similar appeal.
HOW TO SELL GIFTS, NOVELTIES, GADGETS, HOUSEWARES
Use the square Postal Bargain type of ad in Exchange and
Mart, Homemaker, Do It Yourself, Daily Mail, Daily
Express, and other national dailies and Sunday
newspapers, also the house magazines.
HOW TO PREDICT RESPONSE FROM ADS
Monthly publications pull about half their total response
during the month of issue. If you check results from the
first two weeks after the magazine comes out and multiply
them by four you will arrive at the probable total. Some
people multiply the first week's results by eight. If
your ad appears in a March issue which comes out on
February 25th and you get 100 enquiries by March 25th you
can reckon your ad will bring in about 200 enquiries
during the coming five or six months. I find that in
weekly magazines an ad will bring in about 30% of the
total in the first week, and it will continue to pull
enquiries over a period of at least ten weeks. A third
of the result from Sunday newspaper ads usually occur
within four days. Multiple the figures by three and you
can estimate the total response from your advertisement.
REPEAT BUSINESS
For many mail order operators today, profit starts with
the second order. In one branch of my business
(specialist book-selling) I have found that many
customers spend 4, 10, 20 - sometimes as much as 50 times
the amount of their original purchase. Dealers in stamps
and coins depend largely upon repeat business, which can
last for many years.
ADVERTISING THAT SELLS
I have found that the vital secrets of writing effective
advertising are:
(1) Be sure you have the right product.
(2) Stress the benefits - talk "You" not "I" or "We".
(3) Slant your writing to your particular audience.
(4) Keep it easy to understand.
(5) Be sincere, believable.
(6) Be specific.
(7) Provide all the necessary details.
(8) Call for quick action. If possible offer a special
inducement, such as a free gift for ordering within 10
days.
(9) Use a strong money back guarantee.
IMPORTANCE OF HEADLINES
The headline is the most important part on an ad,
circular or sales letter. As David Ogilvy says in his
book "Confessions of an Advertising Man", five times as
many people read it as the body copy. The headline MUST
catch the eye of the RIGHT prospect. If possible, it
should contain a strong promise.
BE WARY OF SUPERLATIVES
I have found that straightforward read-benefits in clear
believable language are much more effective than such
superlatives as "finest", "greatest", "best", etc.
WORDS WITH SALES APPEAL
In circulars, sales letters, and other selling literature
I use words of proven mail order appeal such as: You, Low
Cost, Free, Make Money, Gift, Unusual, Amazing, Valuable,
Profitable, Export, Money-Saving.
CIRCULARS THAT PULL
have an urgent tone, so I often use strong "action" copy,
such as the inclusion of appeals like "limited supply,
order now", "free gift if you act within 10 days".
ENCLOSE AN ORDER FORM
Usually I incorporate an order form in the circular,
catalogue or self-mailer. Anything that makes ordering
easier increases pulling power!
HOW TO KEY YOUR CIRCULARS
Circulars with an order form can easily be keyed. You
take a batch of them, fan them out slightly, so that each
one shows a small portion of the edge of the order form.
Take a coloured pencil and draw a mark along the group of
fanned circulars so that the mark will occur at the
sample place on each circular. This method ensures that
if you send out the circulars to a dozen different
circular mailers, you will know the amount of orders
brought in by each. Use different coloured pencils and
mark your order form at different places, such as the
lower left corner, upper left corner, right top and so
on.
CIRCULATION OF COMMISSION CIRCULARS
In addition to using them in reply to your classified ads
you can use the Indirect Mailing Method, or Exchange
Mailing.
YOU CAN DOUBLE YOUR RETURNS
on Commission Circulars by having a short commission ad
put on a rubber stamp with your name and address, thus
doubling your selling message.
HOW TO MAKE MAILINGS PAY
(1) Use your own list first - they are "warmer" names!
(2) Rent only fresh, suitable lists.
(3) Better try to sell one item prices œ15 to œ25 with a
mailing list, or an outstanding "Package" offer on groups
of related items such as Homework Jobs and Opportunities.
(4) Use rented lists if you can hope to get at least
several pounds from the average customer (this is to
include all future items he may buy).
CONVERTING ENQUIRIES INTO SALES
Use strong, convincing copy in circulars, sales letters.
Give prominence to your money-back guarantee; state that
the price will be raised on a certain date; give a free
gift with the item offered, offer a 7-day free trial,
give a free sample offer, offer something special such as
"three for the price of two"; use return envelopes, send
follow-up selling literature at intervals. Choose
Commission Circulars with great care.
FOLLOW UP MAILINGS
If you have only a few œ5 manuals to offer it will not
pay to use follow-up mailings. Sell a LINE of related
manuals, including high priced ones and mail to your
customers several times a year. Include something new in
each follow up, or give a special price advantage with a
time-limit, such as 7 days.
FREE GIFTS PAY OFF
Often I have offered something free for orders sent in 7
or 10 days, and usually the free gift has increased the
percentage of orders by 8% to 10%.
OVERCOMING COMPETITION
At various times I have faced some heavy competition from
new advertisers. I meet this by using smaller but
stronger ads, gave better value, made various economies,
increased the appeal of related items and introduced new
supporting lines. Usually after a few months the
competition ceased to affect my sales.
SELL THROUGH MAIL ORDER DEALERS
For this, you need a fast-selling product or manual
(better a line of them), dynamic, well-printed circulars
imprinted at reasonable cost, and an attractive discount
offer. Mail order dealers can be contacted by means of
ads under "Agents Wanted" or "Business Opportunities" in
"Exchange and Mart", "The Trader", "The Trader", "Sunday
Times", and "Daily Telegraph".
BIG MAILS
consist of a selection of Homeworkers' and Mail Order
dealers magazines and special offers sent in one package,
thus saving you postage and giving you valuable
information on the mail order and homework scene.
MY BEST EVER INVESTMENT
Looking back to my start in mail order, I am sure that
the £30 or £40 I spent at the outset on manuals and books
on mail order techniques were the best investment I ever
made. They undoubtedly saved me many hundreds of pounds.
TO CUT THE COST OF ENQUIRIES
Cut enquiry cost in five fays:
(1) Select mail order items with the utmost care.
(2) Use strongest possible classified ads in the right
large-circulation national magazines.
(3) Find the right frequency for your ads.
(4) Offer a free gift to customers who will send you
names and addresses of interested friends.
(5) Sell or rent your enquiry names of other mail order
forms or to list brokers.
KEEPING RECORDS
You need to keep accurate records
(1) For income tax purposes.
(2) To know how each ad or mailing pulled.
HOW TO ORDER FROM PRINTERS
When ordering circulars, sales letters, etc, give
printers the clearest possible instructions. Your order
should include exact details: Name and type of item to be
printed, size, colour of paper to be used, and its weight
(enclose sample if possible). Which printing process
(letterpress or offset), where to deliver to. In the
case of commission circulars you need only to state the
number you require and send the amount of money
requested.
RENT YOUR NAME LIST FOR EXTRA INCOME
When you have 5,000 names and addresses of enquirers or
customers, offer them to mailing list firms which
advertise in national papers. List Brokers rent such
lists over and over again, and take around 20% for their
services. This reduces the cost of your enquiries
considerably. Or advertise your name list in the above
periodicals or under "Business Opportunities" in Exchange
and Mart.