Building a Mail Order Business: A Complete Manual for Success / Edition 3

Building a Mail Order Business: A Complete Manual for Success / Edition 3

by William A. Cohen
     
 

ISBN-10: 0471520829

ISBN-13: 9780471520825

Pub. Date: 01/28/1991

Publisher: Wiley

Thorough and completely up-to-date, this authoritative guide covers every aspect of the mail order business, from the basics of getting started to the details of product selection, preparing a marketing plan, copywriting, designing graphics, printing, protecting yourself from competition, telemarketing, and advertising through magazines, radio, and television. In…  See more details below

Overview

Thorough and completely up-to-date, this authoritative guide covers every aspect of the mail order business, from the basics of getting started to the details of product selection, preparing a marketing plan, copywriting, designing graphics, printing, protecting yourself from competition, telemarketing, and advertising through magazines, radio, and television. In addition, a handy appendix lists hundreds of valuable contacts with complete addresses. In this new Fourth Edition, you'll learn the latest trends in mail order - what works and what doesn't, the most effective look in ads and mailing pieces, how to put together the most attractive offers, and much more. For entrepreneurs, direct marketers, business owners, and others eager to get into the mail order business, Building a Mail Order Business has proven itself to be an indispensable resource for the ideas, techniques, and expert advice that will lead to success.

Product Details

ISBN-13:
9780471520825
Publisher:
Wiley
Publication date:
01/28/1991
Edition description:
Older Edition
Pages:
608

Related Subjects

Table of Contents

Foreword
Preface
Acknowledgments
Ch. 1Making Your Fortune in the Mail Order Industry1
Pt. IStarting and Growing Your Business
Ch. 2How to Start Your Mail Order Business29
Ch. 3Important Legal and Ethical Issues51
Ch. 4Maintaining Your Management Records69
Ch. 5Bringing Your Product to the Customer79
Pt. IIMail Order Merchandising
Ch. 6Finding Profitable Products to Sell by Mail95
Ch. 7Pricing Your Mail Order Product or Service125
Ch. 8Developing a Unique Offer133
Pt. IIIMail Order Media
Ch. 9Making Money with Classified Ads165
Ch. 10Making Money with Display Ads184
Ch. 11Making Money with Direct Mail Ads219
Ch. 12Maximizing Your Direct Mail Success with Lists257
Ch. 13Making Money with TV and Radio Ads280
Ch. 14Making Money with Your Telephone295
Ch. 15Making Money with Your Own Mail Order Catalog300
Ch. 16Making Money with 900 Numbers336
Pt. IVThe Mail Order Message
Ch. 17The Truth about Copywriting345
Ch. 18How to Write Copy That Creates Sales370
Ch. 19Preparing Art and Graphics at Low Cost391
Ch. 20Saving and Making Money with Your Printing408
Pt. VMail Order Measurement
Ch. 21Testing to Find Out Whether You'll Be Successful before You Invest Heavily419
Ch. 22Cost and Profit Calculations Made Easy438
Ch. 23Developing a Mail Order Marketing Plan457
A Personal Postscript from the Author477
Appendix A: The Direct Marketing Association's Guidelines for Ethical Business Practices479
Appendix B: A Potpourri of Mail Order Ideas and Techniques494
Appendix C: Mail Order Associations and Direct Marketing Clubs521
Appendix D: Some Mail Order Advertising Agencies531
Appendix E: Some Sources of Mailing Lists533
Appendix F: Mail Order Magazines and Newsletters535
Appendix G: A Business Guide to the Federal Trade Commission's Mail Order Rule537
Index557

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >