Don't
be taken in by those "big headline" advertisements promising
you
instant riches as a Circular Mailer! It
just doesn't work
that
way ...
Full
page, A4 circulars are meant to call attention to a special
offer,
and are best used as a "follow-up ride-along" when you
acknowledge
or send out an order.
When
used in this manner, and with just a "smattering of marketing
imagination",
circulars will really bring in the profits for you -
but
don't expect to make any real money by sending out circulars
per
se, either one to an envelope or half a dozen or more at a
time.
If
you've got a number of good circulars, and you're into direct
mail,
arrange them into a "catalogue of offers" and go full bore
as
a catalogue mailer.
I
must caution you however, to be sure that everyone else in mail
order
isn't doing the same thing with the same circulars.
Here
again, are the basic rules of success: Offer something that
came
out of YOUR brain - something that's just a little bit
different
and more appealing than what everybody else is offering.
Make
up your own advertising circulars, and send them out to a
list
of people proven to be "buyers" of your kind of offer.
Perhaps
we should go over that last line in different words
because
it has to do with the most common mistake of them all.
Don't
waste your time and potential profits trying to sell to
sellers. Concentrate instead on the most likely
BUYERS!
This
is where the "chain letter schemers" dupe the novices.
They
advise you to send for a mail order mailing list, or to
compile
your own from incoming mail.
This
is ridiculous because if you do as they suggest, you'll be
trying
to sell to sellers - and these people either want
absolutely
no part of your "big deal", or else they're already
into
it and have got their own thing going.
When
you get an order, how do you follow up on that sale?
How
do you keep that "buyer" buying from you?
Do
you acknowledge your orders with a simple postcard noting that
his
order has been received and is being sent to him under
separate
cover, or do you use a letter that also lists some of
your
other products or services, and includes an A4 circular as an
"extra
bargains of the month?"
Stated
there, in that last paragraph, is enough money making
information
to make you rich - but are you listening?
This
is one of the proper, intelligent and real money making
methods
of using circulars to build wealth.
Expensive?
It
would seem that if you aren't including a circular with your
order
acknowledgements, you're trying to save pennies when you
could
be putting real profits into your bank account!
It
works with all of us - we sent for something that aroused our
interest.
A
couple of days later, we get a letter telling us the order has
been
received, and is on the way.
And
in that same letter, is an advertising circular telling us
about
something else - something akin to our original order, and
very
definitely something else we'd like to have ...
We're
in a good mood because the seller has assured us our first
order
is on its way, and he's telling us about something else we
want
and can have, as one of his "preferred" customers.
So,
we reach for our cheque books and send him another order.
What
better time is there for selling?
When
is the buyer going to be in a more receptive mood?
And
finally, do you honestly know of an easier way to sell?
Remember
the old Selfridges maxim:
When
you sell a suit to a man, don't let him out of the door until
you've
sold him the shirt, tie, and shoes to go with it ...
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