Don't Make This Mail Order Mistake
By DeAnna Spencer
Selling by mail is a goldmine...but not if you sell only
one product.
After you read this article you will clearly understand
what is surely the most important secret to building your
fortune in mail order. So please take 10 minutes to avoid
further loss of your time and money.
First, let's address the most frequent mistake that mail
order beginners make: failing to learn how the mathematics of
mail order work. Made very simple, consider all the expenses
involved in selling your product: typesetting and printing
your advertisement; buying (renting) the mailing list; and
finally, postage. This to name only the three main expenses.
Now, if you honestly think you're going to get rich by
selling a $10 or $20 product to a few names, you are in the
wrong path. You certainly could get rich selling a single
product. It has happened countless times. But most probably
you won't. Or let's put it this way: your success would take
several years. Anyway, that is not the way mail order works.
The only way you can and will accelerate your growth and
soon make huge amounts of money is if you sell a RELATED LINE
OF PRODUCTS. Do not hesitate one moment: the people who are
making it really big in mail order are the ones that
understand and apply this concept. The principle that lies
behind this is that finding a customer is very expensive.
You sold something for $10 or $20 and then what? Do you
forget about your new customer? No!! The true way to make
money is, once you made the sale, to supply that customer with
additional related products.
There is no reason why you shouldn't do this. Sure, it's
extra work. It would be easier to make a sale, take the money
and run. But that's just too good to be true. Many folks still
think that there are ways to make money the easy way, with no
work at all, making a million in one week and then spending
the rest of their lives in the Caribbean.
Once you get a customer, it is so easy to get extra
earnings from further sales that it's foolish not to offer him
more products. You'd be letting go of the real bulk of your
profit.
I stress the fact that they must be related products.
Here's why: If someone buys a book from you on "secret
inexpensive advertising methods", it wouldn't be wise to then
send him/her an advertisement on "computer software". That
person is now more likely to be interested in buying a report
on "the biggest mistakes to avoid" or he might be now looking
for renting a name list to mail out his recently published
booklet. Get the picture? This is the idea (which you might
have heard of before) of a "Product Line". You don't need to
offer expensive items and expensive sales brochures to follow
this procedure successfully. Prepare an informative set of
circulars of reports, or books, on a certain general subject
like, for example, the ever popular "making money in mail
order", which is a safe subject to get into (most people are
interested in making money from their homes).
Mail order is a hot business, not only for big companies
but also for the little guy who starts from his kitchen table.
But the only way the small mail order operator can find his
way to big earnings is to specialize in a certain area. Your
sales literature should offer products from a certain
category, and mailed to a specifically targeted group of
people. Therefore, you are minimizing expenses and increasing
the probabilities of making more sales per piece mailed.
Think about this: If you mail 1000 envelopes to a list of
names you just rented, it costs you exactly the same money, if
you send out a circular offering a book than if you send along
4-5 circulars offering related reports, or books, etc. OK, you
spent some extra bucks on printing those other circulars, but
you spent the same money on postage and on the names lists.
But if your potential customer is not interested in that
single item you offered, you just threw away all that money.
However, if you mailed out 4, 5 or 10 different offers you
have a much better chance of pulling one... or more orders.
In conclusion: the odds of making money are against you.
They will be in your favor only when you have more than one
product to offer, or better yet, 4, 5 or more. Specialize in
one particular field. Target to that specific market through
specialized publications or mailing lists. Conduct a decent
business in order to keep people satisfied and having to buy
more products from you. If you put all this small extra effort
you will be highly rewarded with a profitable share of this
huge mail order market.
Copyright 2004 by DeAnna Spencer
DeAnna is the publisher of the ezine, Prospecting and
Presents.
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