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Mail Order
By Avril Harper, Thu Dec 8th
Reprint Instructions: This article may be reprinted freely inprint and online. Title: Mail Order: Myths, Magic, And AbsoluteTruths! Author: Avril Harper Words: Approx 1,000 Mail Order: Myths, Magic, And Absolute Truths! By Avril Harper 2003 http://www.studythesecrets.com (Article continued below)
"The World's Most Exciting Business", so said Joe Karbo, directresponse guru and legendary creator of The Lazy Man's Way toRiches. Then how come so few people get started in mail order and directmail? Perhaps it's the myths - lies - surrounding the business,doubtlessly perpetrated by successful direct mail and mail orderspecialists keen to prevent others cashing in on their secrets. This is what they will tell you ..... and why you shouldconsider mail order and direct mail, as a new business, oradd-on to an existing venture. Myth #1 You Must Have Money - Lots of It - To Make a Fortune inMail Order and Direct Mail! Not True! As many fortunes, maybe more, are created by peoplestarting on low budgets as others possessing unlimited cashreserves. Multi-millionaire, Melvin Powers, one of America'sleading direct response specialists, sells books and informationproducts, alongside numerous niche market products and otherswith universal appeal. His immense empire started severaldecades ago on the strength of one small classified ad! He's not alone. The great Joe Karbo - The Lazy Man's Way toRiches - hit rock bottom and bounced back on the tide of severalpopular mail order products. The same is true of British couple,Daniel and Kathy Crandall, who tell an amazing rags to richestale in How to Get Rich Sooner Than You Think, published in theUK by Chartsearch. Myth #2 You'll Never Get Rich On One Product! A half-way truth! One can't deny, the more best-sellers youhave, the more money you're likely to make. But one best-sellingproduct can still generate very good profits, even a fortune. Agood example is Peter van Berckel of Wade World Trade, whoseimport/export course has sold consistently well for over half acentury. Peter tells me that one small advertisement used topromote the course has hardly altered in more than fifty years,except for changes of address and telephone numbers. Myth #3 There's No Such Thing As Small Markets in Mail Order andNo Place for the Little Guy. You Have to be A Big Fish in a BigPool! Preferably An Ocean! Poppycock! You don't need an ocean, even a big pool to make afortune in mail order or direct mail! In fact, quite often thereverse is true, and sometimes the smaller your target market,the easier it is to reach and the lower your marketing costs arelikely to be. It's called niche marketing - targeting a tinypool of people with a clearly defined shared interest, likeentering competitions, fishing, direct mail or animal husbandry.You won't work hard to find them or spend much in the process:they read the same publications, join the same clubs, they'repassionate about their subject, and always eager to buy! Myth #4 The Average Response in Direct Mail Is 3%! If You'reLucky! Sometimes It's Much Lower than That! Oh dear, the biggest, best-traveled myth of all, and the onethat deters most people from earning a fortune in direct mail.Let me tell you why that 3% suggestion is absolute rubbish. I'vehad 3%, yes, probably many times more than I've achieved farhigher response rates. But I've had as high as 40% to my ownlist of past buyers and 16% from just one outside list thatgrows at the rate of 2,000 new names each week! It's all aquestion of continuously mailing past buyers (they know andtrust you), testing new lists, and once you achieve a goodresponse to an outside list, roll out consistently to new namesand add even more regular buyers to your house list. As always,test all lists carefully, even your own, to ensure the bestreturn for your money! Myth #5 There's Nothing New In Mail Order. It's All Been DoneBefore! Very true! And false! The simple fact that life goes on day byday is sufficient to generate lots of new products and plentifulmethods of marketing for big money. New products available inone country but absent from your own can be imported ordropshipped by the owners, or copycatted by you. But be careful,copying something too closely is wrong, and actionable at law,unlike copycatting which really means ‘emulating' withoutbreaching trademark and copyright laws. Sadly, even tragic, unexpected events present openings, as didthe untimely death of Diana, Princess of Wales, and morerecently old blue eyes himself, Frank Sinatra. Both spawned ahost of mail order and direct mail promotions, not allcomplimentary to subjects themselves but all highly profitablejudging by the extensive marketing strategies repeated weekafter week. The secret is to keep your eyes open for new opportunities,‘new' not always meaning recent ..... and this is one timethe ‘nothing new' brigade might be right, because manyexceptionally profitable products are regurgitated from ideas indecades-old publications, making flea markets a great source ofproduct ideas for you! Consider the yo-yo, for example, and the hula hoop, both makingregular comebacks, alongside many more products waiting to berevived from ads. that can be picked out of magazines andnewspapers selling for pennies on eBay and other auctions on andoff the Internet. Myth #6 Very Few Things Can Be Sold Through Mail Order andDirect Mail Rubbish - virtually anything can be sold through mail order anddirect mail, even if they can't always be delivered by post.Witness past offers of pieces of the Berlin Wall, cans of LondonSmog, pieces of land with titles attached, tins containing holesfrom Polo mints, a disused underground bunker (location eludesme), and a tropical rain forest in Costa Rica! So there we have it: six myths to treat with caution and tacklewith gusto. And remember to always treat what experts say with caution. Itmight be their pockets they're looking to fill, not yours! *************************************** This article excerpted from How to Get Rich in Mail Order andDirect Mail - carries full resell rights - by Avril Harperhttp://www.studythesecrets.com For more articles visit: http://www.articlefactory.com
About the author:Avril Harper is based in the UK and has specialised in writingbusiness opportunity articles and courses since 1990. | 