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

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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.

An updated edition of the classic text that shows how to get started, and how to thrive, in the multibillion dollar mail order business.

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Product Details

  • ISBN-13: 9780471520825
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 1/28/1991
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 608

Meet the Author

Dr. BILL COHEN is Professor of Marketing, Past Chairman of the Marketing Department and Director of the Small Business Institute at California State University, Los Angeles, where he teaches direct marketing. He has served ten years as a director on the board of the Direct Marketing Club of Southern California. He not only has had his own mail order business, but is a pioneer in teaching mail order to students, entrepreneurs, and other professors around the country. Thousands have used his methods to start their own businesses.

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Table of Contents

Foreword
Preface
Acknowledgments
Ch. 1 Making Your Fortune in the Mail Order Industry 1
Pt. I Starting and Growing Your Business
Ch. 2 How to Start Your Mail Order Business 29
Ch. 3 Important Legal and Ethical Issues 51
Ch. 4 Maintaining Your Management Records 69
Ch. 5 Bringing Your Product to the Customer 79
Pt. II Mail Order Merchandising
Ch. 6 Finding Profitable Products to Sell by Mail 95
Ch. 7 Pricing Your Mail Order Product or Service 125
Ch. 8 Developing a Unique Offer 133
Pt. III Mail Order Media
Ch. 9 Making Money with Classified Ads 165
Ch. 10 Making Money with Display Ads 184
Ch. 11 Making Money with Direct Mail Ads 219
Ch. 12 Maximizing Your Direct Mail Success with Lists 257
Ch. 13 Making Money with TV and Radio Ads 280
Ch. 14 Making Money with Your Telephone 295
Ch. 15 Making Money with Your Own Mail Order Catalog 300
Ch. 16 Making Money with 900 Numbers 336
Pt. IV The Mail Order Message
Ch. 17 The Truth about Copywriting 345
Ch. 18 How to Write Copy That Creates Sales 370
Ch. 19 Preparing Art and Graphics at Low Cost 391
Ch. 20 Saving and Making Money with Your Printing 408
Pt. V Mail Order Measurement
Ch. 21 Testing to Find Out Whether You'll Be Successful before You Invest Heavily 419
Ch. 22 Cost and Profit Calculations Made Easy 438
Ch. 23 Developing a Mail Order Marketing Plan 457
A Personal Postscript from the Author 477
Appendix A: The Direct Marketing Association's Guidelines for Ethical Business Practices 479
Appendix B: A Potpourri of Mail Order Ideas and Techniques 494
Appendix C: Mail Order Associations and Direct Marketing Clubs 521
Appendix D: Some Mail Order Advertising Agencies 531
Appendix E: Some Sources of Mailing Lists 533
Appendix F: Mail Order Magazines and Newsletters 535
Appendix G: A Business Guide to the Federal Trade Commission's Mail Order Rule 537
Index 557
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