The Truth About Mail Order

Does It Really Work?

Over the years one of the most frequently offered business

opportunities has been mail order in one of its many forms. 

And, there are certainly no shortages of claims as to its

profitability - or books on the subject for that matter!

All this is sure to lead you to stop and think 'But does it

really work?'  And feel it would be nice to know the facts on

the business.  Not information from the source - whose own

interests are best served by you starting!  That's just what

this book is.

From the start we can certainly confirm that mail order does

indeed live up to its expectations - even exceeding them in

some cases!  It can be a truly simple home business - with an

absolute minimum of outlay.  And it can produce profits

running into several hundred percent!

The rewards are certainly up for grabs.  But, as with any

other business they don't come automatically.  They need to

be earned, and be worked on.  But it is a business that

offers the chance, where many others never can.

Read on and we will reveal some of the secrets of mail order

- and some of the tips you need to apply to realise this

exciting potential to the full.

Why People Buy Mail Order

There is no doubt that people do buy by mail order - and in

vast quantities.  The good mail order business can have a

much higher customer turnover than one of the busiest shops. 

But, just why should this be? Consider why people buy by mail

order - and always apply those reasons throughout your

business.

Mail order buying is certainly 'easy' - an important reason

for any business success.  So, be sure always to keep buying

easy.  It's far more convenient to post off your order -

rather than trek round the shops!

More often than not, mail order offers far greater choice

than retail selling.  It can be successful supplying even the

most specialist demands.

You will usually find that mail order products are cheaper

than similar shop bought products.  The mail order operator

must always try for this - but it's a great reason for the

customer too!  Special offers are popular.

A very personal and individual service - that should be mail

order.  You can buy things you won't buy in a shop.  And,

there's the opportunity to return them without problems.

An important reason for the success of mail order is

excitement.  Yes, it's a major reason.  Waiting for that

special order to arrive can be a big reason for sending for

it in the first place!  This should never be under estimated

as a reason for mail order use.

You may well be able to think of other reasons why mail order

works.  Whatever they are do remember you should make use of

them in your business.  Exploit every single advantage

possible - or mail order may disappoint.

Building Mail Order Profits

It is also interesting to consider why mail order is

desirable from a business point of view.  After all, it seems

a more complex business that just selling goods in a shop. 

Why is it worth selling through the post?

One major initial advantage is that mail order has very

little overheads.  You can operate quite a large business

from home.  And, you don't need equipment - or staff which

can be very expensive.  It's the ultimate cut cost business. 

Indeed, it needs to be.

Mail order operators also tend to build their profits by

selling goods in volume.  This usually means specialising in

a limited range - unlike a shop that sells a full range. 

Restrict what you sell so you can obtain at more desirable

prices than a low volume shop.

One of the most obvious reasons for mail order profitability

is that the goods sold are selected for their huge profit

margins.  For best chances of success this needs to be as

much as 200-300%!  Unlike a shop, which needs 15-20% to

succeed.  So, do realise that mail order profits hold no

special 'mystery'.  They are made because only products with

very high margins are selected - not because of any major

formula!

Perhaps the major reason for mail order profits is that the

trader is so dependent on repeat trade.  For example, once

the customer has been obtained the trader hopes to make more

and more sales to that same person over a period of time. 

Profits are made by a satisfied customer buying again and

again.  Not by a string of new customers.  If your mail order

business does not exploit repeat sales it just cannot thrive.

It is so important to realise that there are definite reasons

for building mail order fortunes.  The truth is that these

fortunes are possible - but only if you follow certain

accepted procedures.  Mail order success does not come by

chance or 'just doing it'.

Once you've grasped the basics then 2 further points are

vital to success.  These are deciding what to sell - and then

selling it correctly.  Both parts of a business must be done

correctly for a chance at success.  Let's now consider the

truth on some of these points!

What's Best to Sell?

Those who tell you a mail order business can be successful

selling virtually anything are wrong.  Quite simply, for the

best chance of success a mail order trader just sell certain

types of goods.  Ideally, choose things that are already sold

by mail order, and have been for a long time - since they are

without doubt winners!

There are certain set characteristics a mail order product

must have to succeed.  Consider this list:

- High profit margin essential.

- Must look/sound exciting - and be able to be advertised in

an exciting way.

- Should be something that appeals to a very wide customer

group.

- Fairly light, small and portable.

- Doesn't require any back-up.

- Should ideally have potential for complementary sales.

- Should be 'used up' and require re-ordering if at all

possible.

- Has absolute minimum chance to give complaint.

- Ideally not available easily, if at all, in shops.

- Exclusive in some way.

- Proven - or if new based on something proven.

- Reasonably priced - and cheaper than any other source.

You may be able to think of other qualities that would make a

good product for selling by post.  And, although no single

product will meet all the requirements it is a question of

the more the better!

When considering specific products to sell by mail order you

must think in terms of the products that are already

successfully sold this way.  New ideas might work - but they

could just 'flop'.  To be sure of profit stick to the old

faithfuls.  Just because you sell a product by mail order

doesn't mean it is automatically lucrative!

That successful mail order product should be exciting to buy

by post.  Make it something everybody wants.  Make it a

better idea to buy mail order than buy from shops.  And, not

least, make it something you can easily buy in and handle. 

That makes a big difference to your products - and your

profits!

You will no doubt be able to think of some existing mail

order 'successes' - so why not copy them.  Some of the most

popular are:

Clothes - Books - Kitchen Items - Gadgets/Gifts - Small

Furniture - Gifts - Office Equipment - Garden Products -

Hobby Items - Services, e.g. Printing - Household Goods.

Of course, there are many others!  But it's important to

realise it is not 'anything' that sells profitably by mail

order.  Only certain things sell well.

When you have decided what to sell it is vital to arrange a

reliable supply.  This way you don't need large

capital-eating stocks.  You must get a good supply at a

really cut price.  Bulk orders are a must.  Wholesale sources

are rarely suitable.  Look at the cheap sources - like

importing of buying direct from the manufacturer.

For a good mail order business you've got to take some

stocks.  Don't be tempted by the idealistic thought of

'dropship' selling.

If, once tried, it doesn't sell successfully then forget it. 

Be ruthless!

How to Advertise

A really crucial part of mail order selling is advertising. 

It is perhaps the most difficult part to get right.  Having

said this it doesn't need to be expensive.  And, getting it

right can lead to a runaway success - even for the newcomer. 

Don't expect just to 'advertise and sit back' though!

An important matter is deciding where to advertise.  The

answer to this is where mail order traders already advertise

- don't try anywhere new.  Both newspapers and magazines can

be equally good.  Make sure they are national publications

though.  Local advertising will not work.

The publication should be one more than likely to be read by

buyers of your product.  And, you must advertise in the

appropriate sections.  A continuous plan of advertising is

necessary - so allow the capital.

Evidence shows that classified ads. are by far the most

economic and successful for most mail order products.  So,

take some time to devise the very best you can.  Don't think

large display ads are always better!

An important principle of mail order advertising is

'testing'.  This means that you must keep trying, and

improving, difficult wordings until you find one that gets

the very best result.  Place a 'key' (code number) in each

ad, so you know which works best.  Never believe that you can

get a best selling ad first time round.  All the best are the

results of many weeks of testing and improving.  Once you

have found that illusive ad though you should stick with it -

it could earn thousands!

New mail order traders usually underestimate the importance

of advertising - and allow too little capital for it.  The

truth is that it can sometimes take more money in advertising

than the cost of your products.  Bear this in mind when

stocking up!

There is nothing really good about writing a good ad - almost

anyone can do it.  But you should note that a successful ad

is usually the work of careful work, over time - not

necessarily skill, and never chance!

An interesting way of selling by mail order is selling by

mailshot.  That is, you mail out attractive circulars to

potential buyers - the names and addresses of which can be

hired from 'list brokers'.  This can be very successful. 

Though, ensure your product has sufficient profit to stand

the cost.  It's also not quite as easy for newcomers as the

established mail order trader.

Once your advertising starts working then you can sit back

and bank the cash - just like all the promises you hear!

Though always keep improving your ads.  Despatching orders is

the easy part.  But, it must all be done with care.  Above

all, keep careful records of all your sales - and your

customers.  Based on that, mail order can expand from

strength to strength!

Something You Must Know!

It is true that you can make a great deal of money from mail

order selling of just a simple product.  But, as with any

good business, it is never as simple as that!

As we have already said success in the business does depend

on repeat custom.  You can never thrive on all new customers. 

Once you have sold one item to a customer you must try to

keep selling to them.  The main result of this is that you

must gradually expand your range.  And, you must add only

complementary products - products the initial buyer is likely

to be interested in.  This might be an awkward, but

essential, governor on your business.

And remember, if you are to get repeat sales you must satisfy

customers.  They must get a good service and good value.  You

won't get away with a poor deal!

One final tip is that you must always make full use of past

customers by mailing news of new products to them.  They are

much more likely to buy than 'unknowns'.  You must make use

of them to succeed financially.  There is a lucrative

spin-off of this in that you will need to compile a mailing

list of past customers.  This can then be hired out to other

mail order operators for considerable extra income.

Just like a shop a mail order business depends on its

'clientele' - Cultivate your customers!

The Final Word

It would be possible to go on for ever giving tips about mail

order.  And, if you're seriously interested there are many

more sources of advice on the 'nuts and bolts'.  This guide

has just tried to show you some of the ins and outs you

rarely find elsewhere!

With confidence, we can say that mail order can be a hugely

successful business.  It almost certainly will do well - but

you can't take it for granted.  There's no 'magic' in mail

order - but it's certainly very sound!