Experience the thrill of CASH IN YOUR MAIL BOX Sell Books by Mail

#1 THE POSTAL SAVINGS GUIDE
Lots of helpful suggestions on how to get more for your postage dollar. This book will make a profitable difference in your postal handling.

#2 MAILING LISTS CAN BE PROFITABLE How to purchase, compile and build mailing lists. Strict attention to the mailing list is a means by which waste can be reduced in direct mail efforts.

#3 HOW TO SELL MAIL ORDER SPECIALTIES Learn why careful and judicious buying is so important in gearing a procurement program to fit sales. Learn why it's so essential for a beginner to deal only in certain items and what they are.

#4 HOW TO SELECT MAIL-ORDER PRODUCTS THAT SELL Some propositions can only be handled by mail. The problem is to figure out the product or service and then find and develop a market. The solutions are revealed to you in this book.

#5 TAIWAN IMPORT BARGAINS
Let us welcome you to the exotic major export market of the Orient, TAIWAN. Listed are numerous firms that are eager to contact representatives in the U.S.A. Be first in your area.

#6 SET UP AN "IN-HOUSE ADVERTISING AGENCY Place your ads and those you sell yourself, instead of paying an outside agency commission. You will learn how to write, prepare, and select the media in which the ads will run.

#7 HOW TO WRITE AND SELL INFORMATION BY MAIL ORDER Mail order operators who specialize in selling bits of education are in a socially desirable enterprise, and a well managed one can produce very profitable and satisfying results.

#8 HOW TO"FLEA MARKET" PROFITABLY
You will learn how "Flea Marketing" can be an excellent way to add to your income, the opportunities to make money are limitless.

#9 POST CARD PROFITS
Selling with post cards is unique in so far as it affords the mail order beginner an excellent chance to develop a part-time business with little or no capital investment.

#10 THE PSYCHOLOGY OF CONTEST PRIZE WINNING If you want to win, start with an advantage. This booklet will teach you the basics you must know. contesting has grown into a national pastime. Shouldn't you be counted among the winners? Find out how you can get your share.

THE POSTAL SAVINGS GUIDE

Lots of helpful suggestions on how to get more for your postal dollar. This book will make a profitable difference in your postage handling. Printed in the United States of America - Copyright 1990 Opportunity Publications and the Fast Start Team

"THE POSTAL SAVINGS GUIDE" #1

Any legitimate article of commerce may be sold through the U.S. mails upon truthful and honest representation - and the Post Office Department welcomes every legal enterprise to the use of the mails.

The purpose of this treatise is to provide you with practical information on more economical and efficient handling of your mail. With postage costs at an all time high, we believe you will find these suggestions on how to get more for your postage dollar especially helpful. Today, it is more important than ever to establish good mailing practices, practices that will make a profitable difference in your postal handling, and speed up your mail.

A WORKING KNOWLEDGE OF POSTAL LAWS AND REGULATIONS - By the very nature of the business mail merchandising implies integrity. If a customer has to pay for something before having a chance to examine an article, his confidence is not to be abused. Selling by mail must be kept on a high plane if the dealer is to survive and prosper.

Lotteries, chain letters, and schemes to injure or defraud are denied the mail privilege. Non-mailable material also includes items not regarded as conducive to the public welfare, such as obscene books and pictures. Excluded, too, are materials (as liquids and chemicals) which could damage the mails or cause injury to postal employees.

Every one who is using the mails to conduct business should become familiar with the postal requirements which apply to his particular enterprise. It is not, however, necessary or advisable for the beginner or small operator to attempt learning in detail all of the ramifications of the Postal Laws and Regulations. To the mail-minded person, dealing with the post office is not anything new or strange. As a mail user in the past, whenever you came across something on which you desired information, you simply inquired at the post office. As a small mail order dealer, you will be doing the same thing, and there will not be a great range of questions that will bother you. If you are in doubt about anything relating to your proposition, ask for a ruling which will be given freely by the Post Office Department.

PENALTY FOR USING THE MAILS TO DEFRAUD - A customer who has been induced, through misrepresentation, to make a very poor buy, or worse, lost his money and received nothing in return, should feel an obligation to report his experience to the Office of the Postal Inspector. If complaints from different parties have been received, the local postal inspector is pretty sure the dealer is at fault. While the Post Office Department is disposed to give a dealer the benefit of a doubt, he is afforded the chance of settling these complaints fairly with customers.

Where the intention is clearly to defraud, the case is followed through with a fraud order to be issued by the office of the Third Assistant Postmaster General. Letters are then returned to the senders, marked across the face of the envelope "Fraudulent." It is not the intent of the Post Office Department, however, for its inspectors to act as censors on transactions or adjusters of arguments.

In flagrant cases of fraud, in addition to loss of mail use, fine or imprisonment, or both, may be imposed. However, any honest individual who operates a mail order enterprise as a business and not as a racket need have no fear.

NEED FOR FAMILIARITY WITH CLASSES AND RATES OF MAIL - Since mailing costs are responsible for a major operating expanse, the small mail order man should be able to figure in what ways he can get the most for his "transportation" dollar. He may, for example, save a great deal in the course of a year by knowing how pieces of sales literature can best be mailed and what the weight limitations are for specific postage charges. Among small dealers especially there is much postage waste by failure to take into account minor details which in the aggregate run to respectable sums. Suppose, as an illustration, a booklet or catalog ready to mail just barely exceeds the limit for one rate and calls for more postage. It is not wise policy to wait until mailing time to look into questions of postage.

Third-class mail, (sometimes called advertising mail), may be used by anyone, but is used most often by large mailers. This class includes printed material and merchandise parcels which weigh less than 16 ounces. there are two rate structures for this class: a single piece and a bulk rate. Many community organizations and businesses find it economical to use this service, and it is particularly useful to the small mail order dealers who make use of mailing lists. Also, individuals may use third-class for mailing lightweight parcels.

It is suggested that you acquire copies of the following brochures. They will give you all the information you need concerning postal rates and requirements - and can be obtained FREE on request at your local post office - or write direct to Consumer Advocate, U.S. Postal Service, Washington, D.C. 20260-6320

"Domestic Postage Rates, Fees and Information" "International Postal Rates and Fees"
"Third Class Bulk Mail - General Instructions" "Directory of Postal Services and Products"

Since many prospective small mail dealers are interested in the merchandising of books, it is well for them to know that books can be mailed by a preferential rate not enjoyed by any other commodity. To take advantage of the reduced rates, packages must be plainly marked "Special Fourth Class rate, Books." Current special Forth Class book rates are - 69 cents for the first pound, 25 cents for each additional pound up to eight pounds, and 15 cents for each additional pound over eight pounds.

KEEP YOUR BUSINESS ABOVE REPROACH - Considering the number of people using the mails and the tremendous volume of business transacted by mail, the Post Office Department exacts relatively few penalties. However, no business of any size can be carried on without some complaints. A policy of "satisfaction of money back" goes along way in convincing the Post Office Department that you are on the square, as well as creates in the mind of the customer the fact that you are trustworthy.

PACKAGING AND ADDRESSING PARCELS - Proper packaging and addressing of parcels is the best way to prevent parcel damage and loss. Use a container strong enough to protect contents during handling. Cushion the contents to make sure they do not move within the container and affix the address information to the contents (if possible) or place loose inside the container. Pressure-sensitive filament or reinforced tape is recommended for closing the reinforcing the flaps and seams. Avoid using wrapping paper. The use of string could cause damage in processing. Be sure the address is legibly written on one side only. Use an address label that's designed for efficient post office handling - with the recipient's address more prominent than your own. Steer clear of flimsy tissue labels or smudgy carbon-copy addressing.

You can get a free copy of "Packaging for Mailing, and Packaging Pointers" from your local post office.

USE STANDARD SIZE ENVELOPES - Save time and money. For best results envelopes should be at least 1/2 inch longer than the longest insert plus the combined total thickness of the inserts when inserted. Top-to-bottom clearance should be at least 1/4 inch plus the combined total thickness of the inserts. When inserts are thick and bulky, extra allowances should be made.

Postal regulations specify that envelopes less than 3 1/2 by 5 inches are non-mailable. A surcharge will be applied to mail over 6 1/2 inches in height and 11 1/2 inches in length and over 1/4 inch thick, weighing less than one ounce first Class mail or less than two ounces single-piece Third Class mail. Odd shaped pieces of mail within the weight units noted, with an aspect ratio where the length is less than 1.3 times the height or more than 2.5 times the height, will also be surcharged per piece.

WATCH YOUR WEIGHT - A truly accurate mailing scale is a must for any mailer - large or small. Otherwise, you run the risk of underpayment of postage - and the irritation of mail being returned because of "Postage Due." And of course, overpayment of postage can cost you a great deal of money over a time, so it is indeed important to have an accurate postal scale.

POSTAGE METER - If you send out much mail from your place of business, it might be practical to consider the convenience of metered mail. Some advantages are - Save trips to the post office. Eliminate the need for keeping loose stamps. Stamp, seal and postmark quickly. Avoid loss of stamps. Print "meter ads" simultaneously with the meter stamps. Accurate postage affixing.

Postage meter equipment generally consist of two parts, an office mailing machine and a detachable postage meter, the latter licensed for use by the United States Postal Service. Since postage meters print U.S. postage and account for government revenue under official lock and seal, they cannot be sold outright, as are mailing machines, but are leased from an authorized manufacturer who is held responsible to the U.S. Postal Service for their proper operation and replacement when necessary.

KEEP YOUR MAILING LISTS CURRENT - Only a "live" list can produce good results - and many nixies on a list can be very costly. So be sure to keep your lists constantly up to date. One way to prune the deadwood is to print "Address Correction Requested" on outgoing envelopes at regular intervals. The post office notes the reason for non-delivery, or the new address if known. The fee for address correction service is 30 cents per notice issued, for both second and third class mail.

SPECIAL HANDLING - Special handling service is available for Third and Fourth class mail only, including insured and COD mail. It provides for preferential handling in dispatch and transport, but does not provide special delivery. Although much cheaper, it is often as fast in delivery as Priority Mail.

E-COM SERVICE - "Electronic Computer-Originated Mail" is the U.S. Postal Service's newest service for messages which originate in computers. For additional information, call or visit your local post office.

WHAT TO DO WHEN YOU HAVE A POSTAL PROBLEM - When you have a problem with your mail service, complete a CONSUMER SERVICE CARD, which is available from letter carriers and at post offices. This will help your postmaster respond to your problem. If you wish to telephone a complaint, a postal employee will fill out the card for you.

#2 MAILING LISTS CAN BE PROFITABLE

How to purchase, compile and build mailing lists. Strict Attention to the mailing list is a means by which waste can be reduced in direct mail efforts

Printed in the United States of America. Copyright 1990 Opportunity Publications and the Fast Start Team

MAILING LISTS CAN BE PROFITABLE

Stricter attention to the mailing list is one important means by which waste can be reduced in direct mail efforts. Some companies pay great attention to the preparation of sales promotional material, and then overlook the fact that much of it may reach individuals who have no genuine interest or need for the company's products or service. The large volume of mailing pieces that are thrown into the waste basket annually has been cited as proof that there is considerable room for improvement in mailing list control.

Naturally, problems involving the maintenance and use of mailing list vary according to the kind of business and even with individual concerns in the same industry. Mailing lists policies may also vary with the type of product sold, distribution channels and the merchandising practices followed. some companies use purchased lists or those prepared from directories, while others build their lists from internal and advertising sources.

The effective operation of a mailing list involves three basic steps: first, to find a reliable source of names of logical prospects; second, to classify the names secured, so that the proper promotional effort may be directed to each prospect; and third, to keep the list up to date. Under these three headings - sources, classification and checking - the problem is discussed in this report.

SOURCES OF NAMES

Mailing lists may be purchased, compiled, or built. Purchased lists are those secured from mailing list houses, name brokers, etc. Names obtained from directories and other published sources are usually referred to as compiled lists. The built list is one which the company itself originates, generally from space advertising.

The purchased list is well adapted to the type of promotion which has a broad appeal and one in which a single unit of presentation of the offer can be made. The purchased list is well suited for a company selling a non-repeat product and in cases where a large list is desired cheaply.

Trade directories are used by many organizations in compiling mailing lists. Several books have been published listing and classifying various directories. One of these is the "Mailing List Directory" published by U.S. Ponton, Inc. Another is "Mailing List Sources" prepared by the Dartnell Corporation. Thomas' Register of American Manufacturers is classified by industries with a geographical sub-classification. Dun and Bradstreet's rating book includes practically all business concerns, and is arranged geographically, with symbols designating the industry. Financial rating books such as Moody's and Poor's Manuals are a source of all companies in which there is a public interest in the securities. Many states publish directories of trades, which are usually classified geographically. In addition regular and classified telephone directories, street directories, city directories and blue books are sources of names.

Lists of names are available from many sources in city, county and national records. Some of these are registration lists, tax lists, license and permit lists, building permits, school lists, automobile license lists, labor reports, lists of government employees, incorporations lists and vital statistics.

Many organizations do not send out direct mail pieces to general lists of prospects, but secure selective distribution by following a practice commonly known as "working on inquiries." Such inquiries are usually obtained from classified advertising, or in the form of coupon returns from advertisements in newspapers, trade publications and general magazines. In the advertisements, an offer is made to send a booklet, an article of merchandise, or some other inducement to those who may be interested. The type of item offered is important because it should appeal to the class of customer desired for the mailing list. Inquiries thus made from the advertisement usually indicate a definite interest on the part of the inquirer and such a list of names is considered to be a much better group of prospects than a general list.

Companies selling merchandise of a general appeal to a wide market often use this method of securing prospect names. In this way, a specialized list of names is prepared from a large general market. Companies that have a product with an appeal limited to a particular group or class also use this method to obtain a highly selective list of prospects from a comparatively small audience.

Some companies that use the coupon-return method of building a mailing list attempt to eliminate those who are just curiosity seekers or who have a mania for sending in coupons. They charge a small amount for the booklet or whatever is offered. This small charge, it is said, will not deter those who are really interested, but will eliminate many who are not real prospects.

Many firms have found that one of the most profitable sources for building up mailing lists is their own customers. Prospect names are obtained from customers by letter, special incentives, and contests. It is not uncommon to send out letters regularly to customers asking them to furnish the names of friends and acquaintances who might be interested in the company's merchandise. Forms are usually enclosed for listing the names. sometimes a company's house organ, or small printed leaflets or folders are used for this purpose. Many companies give customers cash or merchandise rewards for names which result in actual sales of the company's product.

QUALIFICATION AND CLASSIFICATION OF NAMES

After the names of prospects have been secured the next problem is to qualify and classify them properly. Several different mailing lists of various sub-divisions of one mailing list may be employed in grouping the names. the principal reason for classifying names into separate groups is that each may require a different type of sales promotion, may require the promotion at different times of the year, and may vary in the extent to which they should be cultivated. For example, people may be prospects for various products; their needs and desires may vary; some can be sold now, some soon, and some in the distant future; some are large buyers, others small; some may buy frequently, others seldom; some are new customers, others old ones; some have large buying power, others small. All of these groupings require different methods of approach. The greater the specialization of the promotional efforts and the more specific that appeals can be tied in with the direct interest of the prospects the greater will be the results obtained. Consequently, the less waste there will be in the direct mail work.

For the purpose of keeping all names on record, many firms use 3x5" cards, one for each prospect or customer. On the first line is the name and on the next line is the address. To the right of the name and address is usually listed the source from which the name was secured and the date. On the lower part of the card additional pieces of information is given, such as dates and kinds of mailings.

In order that names may be properly classified and qualified, many firms consider it necessary to take steps to see that the proper information concerning the names is obtained at the original source. If the names are gathered from salesmen, customers, or other outside sources, they designate the kind of names desired and the information about them that is required. If the names are being purchased from mail list houses definite specifications are submitted as to just what kind of names are desired. If a company is not able to get needed information when the names are received originally, sometimes information blanks or letters are sent out to the list to get the facts that will enable the company to determine the selling opportunities and other necessary facts for an intelligent promotional program.

In addition to classified lists companies sometimes also have what is termed a general list. Into this list will go the names concerning which the buying possibilities are not known. These names will receive mailings of a general nature, while the classified lists of known prospects receive specific mailings appealing to their particular interests.

Most successful direct-mail companies report that they classify customers and prospects separately. They consider the separation of these two groups as the first important step in classification. They believe that direct mail efforts to customers in most cases should be materially different from those used on prospects.

Geographical classifications are often used by companies with well defined field organization set-ups. This enables the company to circularize any particular dealer's list or distributor's list at any time, without circularizing the entire prospect list. A geographical classification is also maintained by some firms so they can concentrate on particular sections of the country where business conditions may be especially good.

It has been found that in some firms the great percentage of business comes from a fairly small percentage of total customers. Some consider it highly important to concentrate selling efforts on prospects who have large buying power and to expend less effort on those with smaller worth. Consequently many mailing lists may be found which are classified according to buying power.

Some customers purchase regularly and often while others send in an order only occasionally. To obtain the greatest degree of effectiveness some companies classify their customers according to the frequency of purchase and concentrate more effort on the regular buyers. This is considered particularly advisable in cases where the promotional literature sent out is of an expensive nature.

For example, a company which sends out an expensive catalog to its mailing list classified the list into three groups according to the regularity of their purchases. To the regular buyers twelve issues of the catalog are sent out each year. To the less regular customers six catalogs per year, and to the still less regular customers only two per year. Names are shifted back and forth from group to group as the regularity of their purchases changes. To have the records easily available all purchases are entered on the customers mailing list cards.

Another example is that of a mail-order publisher who classifies his mailing list as follows: (1) New customers (2) Steady customers and (3) those who have not bought for six months or more. Purchases are recorded on all mailing list cards. In sending out direct mail, special effort is made to turn the new customers into steady customers and when this is accomplished the mailing list card is transferred into the second group of steady customers. To the steady customers the company sends out more mailings than to the group which purchases only occasionally.

The appeal made is also different for these two groups. The names are being constantly transferred as their status changes. Under this system the publisher can tell at any time just how his business is progressing in respect to actual customers. He can tell how many customers he has lost over a period, how many he has gained, and how many he has made into regular customers. The company also has a prospect list which is cultivated separately.

CHECKING AND KEEPING THE MAILING LIST UP-TO-DATE

To avoid waste in direct mail effort, many companies pay considerable attention to the problem of checking mailing lists and keeping them up-to-date. Many direct mail users favor pruning the mailing list in large proportions and concentrating on the cream of the list. The extent to which names are culled depends in a large measure upon the nature of the business and the expensiveness of the direct mail matter.

A live up-to-date mailing list is essential to recapture old markets and gain new ones, and to make time and money spent on direct mail advertising pay off. If the mailing list is too bulky, out of date, too expensive to be used profitably, or improperly organized, the entire system of maintaining the list may need to be revised. To accomplish the objectives of a profitable mailing list, it may in some cases, be necessary to scrap the entire list and start afresh.

One of the most common methods of checking mailing lists for accuracy and for prospect interest is to write the prospect. Usually a return post card is enclosed. The entire list may be canvassed in this way at one time. Another method, used by many direct mail advertisers, is to write the customer when he fails to send in an order within three months. the letter asks whether or not the prospect wishes to be retained on the mailing list. If no reply is received and if the customer does not order within a reasonable time after the check-up, the name is removed from the list permanently. A book publisher recently sent out a letter to check his entire mailing list and enclosed a return post card. As a result, 15 percent of the names asked that they be removed and 26 percent reported corrections, a total of 41 percent.

Telephone books, directories and other published sources are frequently used in making a check of mailing lists. Returned mail is usually checked with these sources for day-to-day corrections. One company uses the telephone company's long distance information service for checking names. When general check-ups are made of the entire list, published sources are generally used, even though other checking methods may also be employed.

There is a frequently a laxity in taking advantage of the opportunities offered by returned mail in keeping the mailing list up-to-date, although in some cases there is an established routine to insure that all returned mail is thoroughly checked for this purpose. In cases where the mailing list is used infrequently, however, the returned mail check is not necessarily adequate. some advertisers who are not certain that their mailing lists are up-to-date make a test mailing to a part of the list. From this sample they are often able to determine the condition of the complete list. some firms send out a preliminary mailing under first-class postage before an important direct mail campaign is begun. The returned mail enables the firm to remove all the dead wood before the main campaign is begun.

Postal regulations permit the checking of mailing lists by postmasters. A reasonable charge is made. Postmasters are allowed only to correct lists and are not permitted to list new names.

#3 HOW TO SELL MAIL ORDER SPECIALTIES

Learn why careful and judicious buying is so important in gearing a procurement program to fit sales. Learn why it's so essential for a beginner to deal only in certain items and what they are

Printed in the United States of America. Copyright 1990 Opportunity Publications and the Fast Start Team

"HOW TO SELL MAIL ORDER SPECIALTIES"

The old adage,"goods well bought are half sold," is only a half-truth in the selling of mail order specialties, for mail merchandising involves the selling of education and services, as well as merchandise. And that is why it is so essential for a beginner to deal only in items based on his own personal likes, into the selling of which he can put enthusiasm. Nevertheless, careful and judicious buying is an important consideration in gearing a procurement program to fit sales. A balance must be struck to prevent the accumulation of old or shopworn merchandise on the one hand and on the other, to have the proper goods to be ready to fill orders promptly. One thing a beginner does need to have impressed upon him is that it is far easier to tie funds up in a stock than it is to sell it out. Mail trade differs widely from retain store operation, where one or two items of a kind can be piled on an odds-and-ends counter and be priced to more quickly to casual customers. Effective mail selling calls for mass appeal, in which hundreds or thousands of prospects are approached with an identical proposition.

Frequently it is a problem to decide what price lines to carry. some mail merchandisers choose to handle high-priced items, others prefer to sell inexpensive articles - and in the long run profits may not be far from equal.

DECIDING WHAT TO BUY

Regardless of product to be featured, it is advisable for the small mail order operator to become acquainted with a number of specialties suitable for mail selling. Even if he already has fully decided upon his line, as time goes on he may want to make slight changes in his set-up to take on additional items or select premiums to offer in facilitating the sale of his established proposition. A beginner will often desire to start off with a single item, either a purchased one or something of his own make. But should he stop there, much of his merchandising effort will be wasted. As experienced counselors have repeatedly pointed out, it is necessary for a small mail order business to have three or four offers to follow up inquiries, if the greatest benefit is to be gained from the sales campaign. With some prospects, if the first proposition has not hit the mark, it is well to try another attack. The first attempt to get an order may have resulted in failure because the price was too high, or it could have been "too cheap" to convey a sense of value to the prospect. Because of the nature of the specialty mail order business, there is for some items, at least, no standard mark-up. However, once a proposition has been worked up to sell at designated price, it is generally advisable to stick to the one-price schedule. If the sales are not up to expectations, then another price level can be considered.

In determining what to buy or acquire for sale, a prospective mail order dealer is reminded that the selling of one and two dollar items alone will scarcely build a profitable business. It is a good plan, however, to be on the lookout for a few appropriate one and two dollar articles which possess real merit to sprinkle into the mail offers as a get-acquainted device in introducing a line of merchandise to new prospects. These articles will help pay advertising and postage bills, and will in addition be of great assistance in concentrating on genuine prospects.

In buying for resale, the purchase price, of course, is a matter for careful consideration. suppose the same article is available at scattered places in three price ranges: high, medium and low. The high price may indicate superiority in construction or materials, or uniqueness in the product. the low price may suggest inferiority, or it may indicate distress merchandise non-replaceable at that figure. And, of course, there is the possibility that an introductory offer is being made at a low price. consequently, in making your selections of items to sell, materials to use in further manufacture, or supplies and equipment for the mail order work shop, be willing to pay a fair price, which usually means a competitive one in the medium priced range.

WHAT PRICE TO PAY

To insure profitable business operation, there must be sufficient margin between cost and selling price to cover operating expenses and net profit. this spread between the cost of goods and selling price is called the gross margin. Here is an example of how cost and profits are figured, the standard "merchandising equation."

        Sales price                     100%
        Cost of goods sold              -60%
        Gross Margin                     40%
        Operating expenses              -30%
        Net Profit                       10%

Cost of goods means not only the prime cost but also freight or other transportation charges against each incoming shipment. The expense of doing business, including salary or wages to the proprietor, must come out of the gross margin. What is left is the net profit.

There are two principal ways of buying and pricing:

1. BUYING TO SELL AT A SPECIFIC PRICE. In many lines of retaining, and in some lines of mail order selling, the retail price of an item is more or less set by custom or competition. In such instances, you cannot expect to buy the item at whatever price offered and then add an arbitrary mark-up to arrive at the selling price. The mark-up is determined by the amount you have to pay for the item you wish to sell. the net delivered cost price is the proper amount to subtract from the selling price to determine the margin of gross profit out of which all expenses and profits must come.

Often merchandise of the same sort will be offered by different suppliers at different trade discounts and different cash discounts for payment within a certain number of days. Then some of the prices will be quoted to you f.o.b. factory which means that you have to pay the freight. Other merchandise will be priced to you at delivered cost. Do not let attractive discounts or delivered prices influence you too much in buying. The net delivered cost less all discounts and plus all freight charge is the amount you must set up on any item when comparing prices of different suppliers.

2. BUY AND THEN ADD THE MARK-UP DESIRED. In a great many of the ordinary mail order specialty items there is really no set amount at which you must price your goods for sale. A price can be set either on what you think the item might bring as a good value to the customer, or the price may be set by adding a mark-up to the cost price which will cover estimated expenses and profits.

SELECT YOUR PROSPECTS

Many a new mail order business has gone on the rocks because no serious attempt was made to find the correct class of prospects. Mail order aspirants are often told that the potential is nation wide, as broad as the sum total of the population itself, but what is not stressed is that successful mail order effort requires selective selling. The problem in mail selling is to locate potential buyers of specialized merchandise and convert these into customers. Efforts can often be guided into profitable channels through encouraging repeat orders of the same products or related ones.

Using poorly printed and cheep looking sales literature is one of the serious and often fatal errors into which mail order beginners frequently fall. Prospects, often accustomed to buying through the mail, can spot the work of an amateur who is not careful to employ sales tools up to standard quality.

A common error is to expect a big return for poor merchandise and little effort. Often merchandise used in filling orders of a low quality, unattractively and cheaply packaged. This gives the customer the impression of an excessive profit per unit of sale.

SOURCES OF SUPPLY

For fully completed articles ready to sell, there are three general sources: Manufacturers, large wholesalers and small specialty houses.

MANUFACTURERS - Thomas' Register of American Manufacturers is available at public libraries in most larger places. This directory, issued annually, contains classified lists of manufacturers (imports included), arranged according to product, and subdivided by state and city in which manufacturers are located. One of the volumes also lists alphabetically leading manufacturers, with capital classification for each, without regard to product. There is an index or finding list of products, and also a list of leading trade names and trade marks.

MacRae's Blue Book is another annual directory containing alphabetical and classified listings of important manufacturers, producers and wholesalers. This directory also has a trade name section.

After the name of a manufacturer is known, it is easy to locate the principal local dealers in that product. If the name of the distributor or wholesaler handling a certain make of product is wanted, a card or letter to the particular manufacturer will bring that information. Often the manufacturer sends the inquiry to the wholesale dealer concerned, for further attention if regarded necessary.

LARGE WHOLESALERS - The large houses are divided roughly into two groups; (1) those which feature a department store variety of merchandise, and (2) those which cater to specific fields (as radios, cameras, books, etc.). Very often among the lines so offered, a mail order beginner or small dealer may locate one or more items which he can select as one of his lines. In doing this, it is well to remember that it is the way an article is presented by mail as much as the inherent qualities of the article itself, which puts it across. In the offerings of these large houses there are literally dozens of items, around any one of which all or a part of a sales program could be built.

It is often difficult, however, for the beginner who does not send in a type written inquiry under his own business letterhead to receive the expensive catalogs and auxiliary literature which these large supply firms have prepared for the trade. These wholesalers are careful about sending out costly literature to all comers, and then selling "samples" at retail. Still, these larger supply sources are very willing to assist prospects who are likely to become customers.

SMALL SPECIALTY HOUSES - These cover a wide range as to size and age. Some are well established as supply sources for mail operators, while others are small operators with little more than an idea and one or two items as an experiment. Although a number of the propositions offered are commonplace and time worn, some small wholesalers are constantly on the alert for new and novel merchandise which carries a "long profit" to the mail order dealer selling to the ultimate consumer. The small operator with a flair for merchandising occasionally can select items from these specialty houses, recognized in their field, to exploit in any one of several ways.

To obtain names of manufacturers, wholesalers or retailers, telephone directories can be used. In telephone company offices in large cities, there is a room where directories of most large cities in the United States can be consulted. Classified sections of telephone directories for distant cities can be used in other ways, such as getting correct street addresses for firms on a mailing list.

PACKAGING YOUR OWN PRODUCTS

The challenge of manufacturing "your own product" together with visualization of the possible market to be reached, is fascinating to many beginners. After the primary consideration of deciding what to produce or make comes the question of locating the most favorable sources of supply for the ingredients, component parts, packages (bottles, tins, paper containers), labels and shipping cartons, to make a professional looking job of the venture.

When you put up your own goods, on a small scale to start, the cost of materials is not the paramount issue. If your product is worthy of making or putting together, it can be priced high enough to be within competition and yet be a very good value to the customer. In chemical specialty compounding the final selling price will probably be four or five times the manufacturing and packaging cost. In the publication of educational materials, the mark-up over processing cost runs still higher. A manual costing less than a dollar in quantity to publish often sells for ten dollars or more. the buyer is not purchasing just so much paper and printing but presumably years of a writer's skill and experience, the recording of which required tedious hours, days or weeks to make it ready for study by people who want to learn.

#4 HOW TO SELECT MAIL ORDER PRODUCTS THAT SELL Some products can only be handled by mail. The problem is to figure out the product or service and then find and develop a market. The solutions are revealed for you in this book.

Printed in the United States of America. Copyright 1990 Opportunity Publications and the Fast Start Team

"HOW TO SELECT MAIL ORDER PRODUCTS THAT SELL

Almost anything that people want or need is today being successfully sold by mail. In fact, some propositions could not be handled in any other way. The problem is to figure out the product or service and then find and develop a market. Within the wide range of items sold by mail, there are things especially suited to limited sale operations. The question is not so much "What can be sold by mail" as it is, " What can I sell by mail?"

In choosing a line a person may already have a product and be seeking an outlet or additional market; or he may like the idea of selling by mail and be looking for something to offer.

A prospective mail order operator is fortunate if he has a commodity which he can grow, make or otherwise readily acquire, and wishes to build a business on this foundation. Good advice is: "Sell products you like to handle." for example, there may be something in your community or vicinity which with a little effort you can make up into useful materials or gadgets. For a long time you may have been wondering if the proposition has possibilities. Find out. There are a number of mail order counselors with whose names you will become acquainted in the mail trade publications, and who at small cost will advise you as to the practicality of the proposed venture. Competent advise may enable you to explore and develop a business based on your pet idea.

Even a commonplace article can be sold to advantage when promoted with a sound merchandising plan, especially when given a new twist. Ordinarily it is not the item that makes a successful operator, but the selling plan coupled with the energy and determination behind it.

HINTS ON SELECTION

Assuming that you do not have anything in particular to offer by mail, how would you go about finding a suitable line? Even if you get all the general information and leads you can about likely products and marketing methods, you yourself will have to choose the line. No one can tell you what you would care to sell. One pitfall into which mail order aspirants often fall is in looking for the "perfect" article to sell by mail. There are many propositions which could be developed into profitable mail order enterprises that are either overlooked or being half heartedly offered.

In making your selection, pick out something not too common. Furthermore, the proposition must permit a good margin for expenses and profit. There should be an element of the unusual about it, and preferably you should have control over its manufacture and merchandising. As one counselor states, "The real successes in mail order are those who own and operate their own exclusive set-up or mail order proposition. Plan your own."

In general mail order propositions fall into these types: 1. The sale of merchandise. 2. The sale of "information." 3. The sale of personal services.

SELLING MERCHANDISE

Staple merchandise sold in competition with retail stores usually will have a low gross margin of profit. For this type of merchandise, people turn to buying by mail usually because they believe they can save money. It is preferable to handle something not found in stores, something that does not weigh much and offers good value, in order to satisfy and hold customers. It is well to know that businesses which thrive on one and only one item are few and far between.

A startling new invention is not required to build a profitable business. If you want to sell goods, select a line you would take pleasure in promoting, pick out a "lead" article, play it up in your advertising, create demand for it by calling attention to its uses and what these could mean to the customer. That is the way successful merchandising is done.

SALE OF BOOKS AND MANUALS. The book business lends itself nicely to mail selling. Only limited stock needs to be carried, with no breakage or spoilage, and a special mailing rate not extended to any other product is available.

"How-to-do-it" and self help books are very popular. Also, encyclopedias, dictionaries, books of fiction, history and literature, besides titles on such topics as religion, physical culture, technical subjects, "rare" or collectors' items are being successfully sold, by mail alone or as supplementary to retail store sales. It is preferable, however, for a beginner to try the marketing of one or more self help books and later expand by adding to his line.

SALES OF SUPPLIES AND EQUIPMENT. The hobbies, small craftsman, and the home worker, all purchase materials and supplies to facilitate the making of articles for resale or pleasure. In the main, these people need inexpensive supplies and equipment, in small quantities. Most of their orders would be small, but of a repeat nature. Moreover, these people often hesitate to try dealing with the large suppliers, who after all do not generally cater to limited quantity users. Getting intimately acquainted with a field of operation, discovering what is required in small enterprises, and preparing to supply one or more of these needs is an excellent plan for getting started in the mail order business.

SALE OF OFFICE SUPPLIES. Begun in a very limited way, some projects of this kind have climbed into the big business classification, and the door is still open. A ready market exists for small quantity sales of stationery, printing, postal scales, filing and indexing equipment, especially goods simply and inexpensively constructed. Since demand does not have to be created for many of such products, selling is not too difficult, once the buyers are located. Often a postal card, and attractively printed announcement, will do the missionary work.

HOUSEHOLD SPECIALTIES. These are good sellers if not so common as to be had at convenient corner or downtown stores. Those interested in chemical preparations are faced with an analogous situation. A product can be compounded and put up under a distributor's private label by a manufacturing chemist, often at lower prices than an individual could realize when buying in limited quantities at wholesale.

AUTOMOBILE SPECIALTIES. Special washing and polishing aids, automobile "Beauty Packs" (an assortment of car beautifiers), touch-up and car-painting helps, seat covers, motor and body accessories, parts and attachments. All of these are good mail order items when advertised properly.

COMMODITIES OF YOUR OWN MAKE

There are many items easy to make simply by following instructions. In other cases, once construction fundamentals are grasped, plans can be worked out to make a variety of articles of your own design, for example, useful novelties that will be yours exclusively.

Mail order goods of your own manufacture fall in two principal groups: 1. Goods made by the artisan or craftsman, by hand with simple tools or with the aid of light power machinery, as for example, book ends, indoor dog kennels, knock0down furniture, wall racks, seashell necklaces, lawn novelties, throw rugs, tropical products, etc. 2. Chemical specialties which any "mixer" can learn to compound at home, on the kitchen stove, in a small shop or in his garage. This is the so called proprietary field, where the making and selling of simple products has crowned the efforts of many limited capital operators with success.

In starting out, pick something in demand which is easy to manufacture, and if possible choose a repeat article or a "line" of products so that the sale of one item can be used to introduce others. Proprietary manufacture offers a wide margin of profit, the container sometimes costing more than the contents, and yet the compound can be competitively priced. Sometimes common products go well, when promoted with a "new angle."

SELLING INFORMATION BY MAIL-ORDER

Selling instruction and information by mail embraces a large field. At one extreme is the correspondence school which aims to bring a university campus to the door, and at the other extreme is the small operator who, for a dollar or two, will send information about something you like to know or will reveal a "secret" formula of some kind. In between these two extremes are many possibilities. Those individuals who are conscious of mail-buying opportunities, and who seek training at home and in spare time will discover many pieces of useful information to be had at small cost. Mail order operators who specialize in selling bits of education are in a socially desirable enterprise, and a well managed one can produce very profitable and satisfying results.

Little wonder then that for the small operator, selling of "information" is attractive. One authority states: "At least 50 percent of all beginners start their career in mail order by offering a plan, formula or information sheet. At least 49 percent lose money in their first venture. Some quit then and there because their visions of fast, easy money are shattered. Others realize their mistakes, profit by their experience and go on to a successful, profitable mail order business."

HOW TO GET STARTED. An excellent way to get stated in selling information is to push what you yourself have written. By having several hundred or several thousand copies made, you can, at small cost, try out the plan. With the right mail selling methods, you may profit, just as many others are doing. In this field the buyer usually gets good value in obtaining something which required days, weeks, or even months to prepare, and there is a long gross profit on each sale. Treatises which sell for %5.00 to $10.00 and sometimes higher usually cost approximately 10 cents to 75 cents to print.

There are many spare-time operators making money year after year in "how-to" courses. the classified columns and display advertising sections of the craft magazines are replete with such offerings.

SELLING FORMULAS. Formulas alone are difficult to sell. Value lies not entirely in the formula, recipe, kink or knack of getting some results, but also in the plan and the person pushing the process or formula. Well percented with instructions for using, formulas singly or in group sets in treatise form are being successfully sold by mail. Many of them can be built around simple household preparations. In selling a plan, a formula and the like, work out a set-up of your own and merchandise it in a way to build a satisfied clientele.

If you have imagination and vision, mail order enterprise provides a chance to sell your knowledge. Many people possess information for which others would willingly pay a fair price. If you have a special field in which you have reason to believe others would be interested, write up an instruction sheet or folio about it. Information, instruction, or education by mail can be started with a minimum capital, with little mailing costs. Further, it is an easy way to get started, and is one of the most profitable areas of mail order selling.

SELLING SERVICE

Persons qualified in a trade or profession are often able to market their services by mail, very frequently in a part-time basis to supplement regular employment. Here are some typical illustrations:

1. Stenographic and clerical:

   (a) addressing and circular mailing (b) typing of manuscripts (sometimes with revision & editing)

2. Assistance in publication work:

   (a) writing of sales literature and information folios (b) editorial aid to authors, photoplay writers, and businessmen (c) printing, mimeographing, multigraphing, photo-copying

3. Skilled trade and professional services:

   (a) photographic work (as development of films) (b) commercial art work (c) patent attorneys (assistance in securing a patent and rendering of

   service in the marketing of a new invention) (d) analytical chemistry (consultant chemists specialize in analyzing products

   and suggesting improvements, including better marketing policies) (e) economic advisors, as in the line of tax relief, especially helpful to

   smaller industrial corporations (f) advertising writers, who help business concerns and advertising problems (g) mail order counselors, catering to beginners, also small mail dealers

   who wish to perfect their methods and expand

4. News and information services:

   (a) current information bulletins and special releases, put out by specialized reporters situated in a strategic center (b) market analysis reports in investment and commodity fields (c) syndicated materials, as a column for newspapers

#5

TAIWAN IMPORT BARGAINS

Let us welcome you to the exotic major export market of the Orient, Taiwan. Listed are numerous firms that are eager to contact Representatives in the U.S.A.

Printed in the United States of America. Copyright 1990 Opportunity Publications and the Fast Start Team.

"TAIWAN IMPORT BARGAINS"

Welcome to the exotic major export market of the orient, TAIWAN. Listed here are numerous firms that are eager to contact representatives, salesmen in the U.S.A. Most of them furnish fine illustrated catalogs, and offer sample merchandise at very nominal prices. Many will drop-ship single items direct to your customers.

BOTTLED FLOWERS & BAMBOO HANDICRAFTS - We offer a wide range of fascinating designs. Our bamboo ware includes picture frames, containers and bathroom articles. reliable quality and prompt delivery guaranteed.

Howard Establishment, Ltd., P.O. Box 7-289, Taipei, Taiwan, R.O.C.

PRECISE & ELEGANT PENWATCHES & PENDANT WATCHES - The latest designs and reliable quality will assure your profits. Dozens of styles.

Rayking Co., Ltd., 25 Lane 62, Chinan Rd., Sec. 2, Taipei, Taiwan, R.O.C.

VARIED WOODEN PRODUCTS - Wooden houseware, wooden gifts, wooden decorations, wooden Xmas decorations, wooden photo frames. Lowest prices, many bargains.

Fia International Co., Ltd., P.O. Box 48-218, Taipei, Taiwan, R.O.C.

HIGH QUALITY SEWING BASKETS - We make and export beautiful hand-made sewing baskets. All of them feature the latest designs and have pleased customers all over the world.

Goldwin Products Corp., 2/fl. 19, Fuyuan St., Taipei, Taiwan, R.O.C. (105)

ACRYLIC PICTURE STANDS - New designs at old prices. Very good selection. Best prices in the market.

Brothers Acrylic Co., Ltd., P.O. Box 70-217, Taipei, Taiwan, R.O.C.

EXCLUSIVE BRASSWARE & WOODENWARE - Our wooden ducks are all superbly crafted. A wide selection of brassware and woodenware is available for you to choose from.

Sanmaonet Enterprise Co., Ltd., P.O. Box 53-217, Taipei, Taiwan, R.O.C.

CLOCK WITH REVOLVING COLOR LIGHT FRAME - A new patented product. Clock face is framed by a ring of colorful lights that moves in ever changing patterns. Glowing lights twinkle like stars. Available with/without music and revolving mechanisms and many floral designs. Stand incorporates a transistor clock.

        Yuh Jong Enterprise Co., Ltd., 116 San-Ho Rd., Sec 3, Sanchung City, 
        P.O. Box 19-289, Taipei, Taiwan, R.O.C.

24 KARAT GOLD ELECTROPLATED SPECIMENS - These beautiful natural leaves, shells, butterflies, etc., have all been fashioned into golden works of art. Nature makes no duplicates. Highest quality, priced low.

Tseng Limited, P.O. Box 241 Panchiao, Taipei, Taiwan, R.O.C.

QUALITY POLYESTER FIGURINES - Our products come in a wide range of styles and sizes. We always offer the latest designs. Finest workmanship and reasonable prices. Complete catalogue available upon request. Everything guaranteed.

Maxwin Enterprises Co., Lts., P.O. Box 55-883, Taipei, Taiwan, R.O.C.

AUTOMATIC KEY CHAIN REEL - Features: Convenient to carry, durable, elegant style. Usage: Fits any kind of keys for home, automobile, doors, locks & desks. Makes a wonderful gift item. Advertising deals available.

Kuen B Enterprise Co., Ltd., P.O. Box 28-45, Kaohsing, Taiwan, R.O. C.

BEAUTIFUL STITCHED PAINTINGS - These beautiful hand-made paintings feature animals that are stitched onto the painting to create a unique live effect.

Sheng Chueh Wei Co., Ltd., P.O. Box 46-83, Taipei, Taiwan R.O.C.

ELEGANT ORNAMENTS & DECORATIONS - Our factory produces all kinds of rings, earrings, brooches and other products. They are available in plated gold, silver, etc. All products are controlled by a strict quality control system.

Nan Ou Enterprise Co., Ltd., P.O. Box 863, Tainan, Taiwan R.O.C.

BRASSWARE - A wide range of brassware is available, including: planters, vases, candlesticks, bells, music boxes, pen holders, paper weights, bookends, ashtray, trivets, door knockers, racks & hooks, bathroom items, peacock screens, fireplace sets, animal decorations, etc. You are welcome to write for catalog which lists over 1,000 items.

Jame Most Enterprise Co. Ltd., P.O. Box 68-195, Taipei, Taiwan, R.O.C.

PUZZLERS GALORE - We are an experienced manufacturer and offer you the best quality at competitive prices. Largest selection, free picture details.

Chiasung Enterprise Ltd., P.O. Box 39-694, Taipei, Taiwan R.O.C.

RICESTAR POM POMS - Our products serve as delightful decorations for larger gifts, and are also beautiful all by themselves. Six individual styles are offered in each assortment. Customers designs accepted. Largest pom pom maker in Taiwan.

Ricestar Enterprises Corp., P.O. Box 13-207, Taipei, Taiwan R.O.C.

HEALTH MASSAGE CUSHION - You can enjoy a healthful massage in any place and at any time with our automatic massage cushion. These colorful cushions can also be used decoratively in the living room and bedroom.

Hatif Enterprise Co., Ltd., P.O. Box 30-527, Taipei, Taiwan R.O.C.

HONEYCOMB TISSUE PAPER TOYS & DECORATIONS - Foldable paper toys and festival decorations. They're made of honeycomb tissue paper, so they're lightweight and compact when not in use. Many colorful designs to choose from.

Tsan Yih Enterprise Co., Ltd., 38 Lane 109, Nan-Yuan St., Tainan, Taiwan R.O.C.

NEW STAINED GLASS - Jewelry box light sets, candle holders, mirrors, glass tile, mirror tile, etc. Made of stained glass or etched glass

Chyi-Yi Glass Enterprise Ltd., P.O. Box 81-8, Taipei, Taiwan R.O.C.

FEATHER JEWELRY SPECIALIST - We introduce new eye-catching designs every week. Please contact us for immediate information. U.S.A. sales agents wanted.

Sun Pal Co., Ltd., P.O. Box 59766, Taipei, Taiwan R.O.C.

EMBROIDERIES - A wide selection of products are offered, including embroidered iron-on appliques, stick-on emblems, and badges, cards and many other embroidered gifts and items. God quality at lowest prices.

Yuan Yeov Enterprise Co., Ltd., P.O. Box 59500, Taipei, Taiwan R.O.C.

CASSETTE TAPE CABINETS - Keeps cassette tapes well organized and easy for selection. Portable cassette cabinet is easy for carrying. Ideal use for car, camping, picnic, etc. Several sizes and styles. Keeps cassette tapes dust free and safe.

Pinehouse & Co. P.O. Box 14-304, Taipei, Taiwan, R.O.C.

FASHION COSMETICS - Our cosmetics and beauty care products are available in exclusively designed make-up cases. Superior quality at competitive prices.

Horn & Co., Ltd., P.O. Box 59436, Taipei, Taiwan R.O.C

GARMENTS & HAIR ORNAMENTS - Are you bothered by sourcing for quality products at competitive prices for your sales program? You've found a reliable supplier that can fully meet your needs. Colorful illustrated catalog available.

Charters International Ltd., P.O. Box 68-1157, Taipei, Taiwan R.O.C,

SEMI-PORCELAIN FIGURINES - Whimsical child life. Charming but simple figurines of little boys and girls capture the hearts of all who love children. Good prices.

Inter-Continental Corp., P.O. Box 8-106, Taipei, Taiwan R.O.C.

COSMETICS CONTAINERS - Whatever your cosmetic needs, we are fully capable of meeting your demands. We are definitely the best supplier for livening up your sales program.

Eizan Associates Manufacturer Co. Ltd., P.O. Box 26-150, Taipei, Taiwan, R.O.C.

RUGS - Products include hand-knotted Tientsin woolen rugs, hand hooked wool rugs, machine made rugs, and general blankets. Beauty of the Orient in your home.

Chung Li Rug Factory, VACRS 31 Chung Shan N. Rd. Sec. 2, Taipei, Taiwan R.O.C.

KITES - More than 50 different types of kites for customers to choose from. Buyers' special requirements can be accommodated as well. Top quality at low prices.

Modern Toy Makers Co., P.O. box 35-6, Taipei, Taiwan R.O.C.

EMBROIDERED BAGS - These elegant bags are designed with Chinese characters and motifs that recreate classical oriental styles. The beautiful designs are embroidered on silk-like cloth. They are very attractive, but inexpensive. Many sizes and designs.

Solapex Enterprise Co., Ltd., Rm D, 6th Fl. 33, Roosevelt Road, Sec.2, Taipei, Taiwan, R.O.C

SUNGLASSES - Metal frames and plastic frames are all available. There are also high quality lenses with a wide variety of colors. The company offers the most competitive prices to assure you a reasonable profit. Many new designs available.

Kimball Corp., P.O. Box 3998, Taipei, Taiwan, R.O.C.

PLASTER & HUCCON CLAY PRODUCTS - These are beautifully designed and are ideal as decorations and gifts. Large variety of exclusive designs to choose from.

Exportsmark Mfg. Associates, P.O. Box 53-747, Taipei, Taiwan R.O.C.

SPORTING GOODS - Sports shoes, tennis rackets and badminton rackets. The designs of the sports shoes are especially useful for active people. Top quality, low cost

Lih Goan Enterprises Corp., Ltd., P.O. Box 51-17, Taipei, Taiwan R.O.C.

BELTS & BUCKLES - A wide range of materials are used in these belts, including genuine leather, PVC, canvas and nylon. Various types of reversible buckles are available for multiple uses. these products are suitable for both ladies and gentlemen.

Sunex Co., Ltd, Box 58338, Taipei, Taiwan, R.O.C.

EAR MUFFS - The ear muffs supplied by this company are foldable and make of plush and rabbit hair. They are not only beautiful buy practical. the company has a monthly production capacity of 20,000 pieces, and offers reliable quality at low cost.

Kinmen Enterprises Co., Ltd., 2ne Fl. 24, Chung-King N. Road Sec. 3, Taipei, Taiwan R.O.C.

STICKERS - These include moving eye stickers, Xmas stickers, superman stickers and funny stickers. The company also has magnetic keychains. Reliable quality and prompt delivery guaranteed. Reasonable prices.

Chia Chia Plastic Co., Ltd., 809 Hou Kang 2-1 St., Shihlin, Taipei, Taiwan R.O.C.

CHINESE MEDICINE CHESTS & FURNITURE - Furniture includes wooden trunks, secretary desks, coffee tables, end tables, etc. These products are all made in antique Chinese designs and are ideal for oriental furnishing.

Solapex Enterprise Co., Ltd., P.O. Box 46-383, Taipei, Taiwan R.O.C.

ARTIFICIAL FLOWERS - These high quality artificial flowers come direct from our own factory and many sub-factories and make ideal decorations and gifts.

Sunmax Co., Ltd., Division B, P.O. Box 46-652, Taipei, Taiwan R.O.C.

DECORATIVE CHINESE WALL FANS - Ideal for collecting for people who are fond of antique style fans. The fans are made of silk, and are hand painted. They are elegant and exquisite, and will be sure to attract customers.

Chao Chum Artistic Works Co., P.O. Box 55-503, Taipei, Taiwan R.O.C.

GAMES - The best collection to boost your sales. Roulette, poker chips, spot dice, playing cards, dominos, cribbage, chess sets, checkers, backgammon, reversi, etc.

Gloria International Co., Ltd., P.O. Box 36-803, Taipei, Taiwan R.O.C.

JEWELRY - This jewelry includes gilson emerald cubic zirconia, star rubies and many fashionable settings. Latest designs at most competitive prices.

Yoko Mate Enterprises Co., Ltd., P.O. Box 84-587, Taipei, Taiwan R.O.C.

PEPPER AND SALT SETS, COFFEE MILLS - Your customers will be proud to have these high quality items, and you will be pleased with the low prices at which they are offered.

Gole International Co., Ltd., P.O. Box 36-604, Taipei, Taiwan R.O.C.

STAINLESS STEEL PRODUCTS - Products include openers, pizza wheels with wooden handles and two-handled kung fu fighting sticks. All metal parts chrome or brass plated.

        Manhood Enterprises Co., Ltd. Rm.1, 4th Fl, 78 Hsin-sheng S. Road Sec 2
        Taipei, Taiwan  R.O.C.

HIGH QUALITY BALL PENS & PEN LIGHTERS - These items are ideal as gifts. The beautiful designs, reliable quality and competitive prices will surely boost your business sales.

King Year Inc., P.O. Box 26-232, Taipei, Taiwan R.O.C.

ALL KINDS OF UMBRELLAS - Automatic, topless, folding. Regular for ladies, gent's, children. Many colors and sizes. Very best prices in the east.

New-Jelming Co., Ltd., P.O. Box 36-467, Taipei, Taiwan R.O.C.

TEXTILE PRODUCTS - Rubber nylon yarn for making gloves, elastic stockings. Raschel lace & nets. Window curtains. Men's and Ladies' pants. Tricot Brusch.

The Yu'sco Enterpise Co., Ltd., P.O. Box 45-49, Taipei, Taiwan R.O.C.

AUTO PARTS & ACCESSORIES - For Toyota, Mazada, Datsun, Nissan, Hino, Isuzu, etc.

Auto Dragon Enterprise Inc., P.O. Box 2-304, Taipei, Taiwan R.O.C.

MINI SPOOLS SEWING THREAD & SEWING KITS - For household & travel, various sizes, colors of spools & kits with transparent or opaque covers are available.

Special Idea Co., Ltd. P.O. Box 55-976, Taipei, Taiwan R.O.C.

WATCHES - All kinds of Quartz Watches for both men and ladies. Over 50 styles.

Hayes International Elec. co., Ltd. P.O. Box 7-608, Taipei, Taiwan R.O.C.

PORCELAINWARE - These products include porcelain figurines, dolls, tableware, bone china, tea sets and decorations. Free catalog shows hundreds of low cost items.

Dosway Merchandise Corp., P.O. Box 55-1351, Taipei, Taiwan R.O.C.

#6 HOW TO SET UP AN IN-HOUSE ADVERTISING AGENCY Published 1989 by Concept Marketing

Concept Marketing - 1530 Live Oak Drive - Silver Spring, Md 20910

FUNCTION OF ADVERTISING AGENCIES

Most firms turn over the entire problem of advertising to advertising agencies. This practice generally costs the advertiser nothing because the agency receives a commission from the medium in which the advertisement appears. The medium returns to the agency 15 percent of the cost of space sold to the advertiser. With this return the agency can offer its clients other services in addition to placing advertisements, and still make a profit.

Agencies are often equipped to handle every phase of the program. They may help with research, prepare the advertisements and select the media in which the ads are to be run, and they may also assist in other phases of marketing and even in product development. However, the primary duty of an advertising agency is to suggest the best media in the best combinations for the advertiser.

YOUR "IN-HOUSE" ADVERTISING AGENCY

Enclosed with this report is a starting supply of the "Ad Insertion Form" you will need to use in processing your advertising orders. Before proceeding further, please examine it carefully. It is the mainstay, the primary piece of literature that will establish you as an advertising agency. You may wish to modify the form to suit your own needs.

An "In-House" agency simply means placing your ads yourself, instead of paying an outside agency the commission. You insert the ads, deduct the commission (usually 15%). However, YOU MUST USE THE PROPER FORM. An order placed under your ordinary business letterhead will not do. also, it is a good idea to preface your masthead on your FORM with words "Advertising Agency." For example, Smith's Advertising Agency instead of Smith & Company.

It is also recommended that you have a small quantity of business letterheads printed under your advertising agency designation. You will need these for your correspondence with publishers.

Many publishers stipulate on their rate cards "discount available to recognized agencies only." this is the reason you need the professional FORM - without it - most publications will not recognize you as an agency.

The three essentials in your operation of an "In-House" advertising agency - proper FORM - advertising agency masthead - remittance with order.

Before placing ads, obtain current Rate Cards from publications that interest you. A rate card will show - display advertising rates. Classified advertising rates. Commissions and frequent discounts. Mechanical and production requirements. Insurance, closing and cancellation dates. Circulation information. Specifications for advertisements. Miscellaneous.

SOME THINGS YOU SHOULD KNOW

Advertisers and advertising agencies assume liability for all content of advertisements including text, representation and illustrations and also assume full liability for any claims against the publisher arising therefrom. Publishers will not assume responsibility for errors in key number and no allowances or deductions are given should such errors occur; or any error due to illegibly written copy. Publishers will not guarantee proofs for correction if copy is not received by closing dates. Cash with order unless credit has been established.

Most publishers reserve the right to revise all copy to conform with their standard or to decline advertisement which they consider objectionable. They also reserve the right to request any advertiser to submit his literature and/or merchandise before accepting an ad. Advertisers using a post office box number must furnish a complete name and address for recordkeeping.

Generally, rates are subject to change without notice except on contracts which have been accepted and acknowledged by the publisher. Proofs are not submitted on classified ads but correct insertion of your advertisement will, in most cases, be guaranteed.

Original art must be mounted and camera ready. If two or more colors are to be used, they should be attached to black art on an overlay with register markings denoting trim, bleeds, etc.

Advertisements which stimulate editorial content must be clearly defined and labeled "Advertisement."

California law requires all mail order advertising for companies in that state to carry a legal address.

WHERE TO FIND PUBLICATION ADDRESSES ALONG WITH ADVERTISING RATES AND REQUIREMENTS.

These are the books professional advertising agencies depend on - in locating publication addresses along with advertising rates and requirements. Because these references are all rather large and expensive (over $100.00 each retail), it is suggested you inquire at your local library for copies. While they cannot be taken out, many libraries today provide a reprographic machine that can quickly copy pages you need from the books. Ask about it.

"BUSINESS PUBLICATIONS RATES & DATA" - Over 4,000 business, trade and technical publications, contains editorial profiles, rates, mechanical requirements, copy regulations, circulation, personnel, issue and closing dates.

"CONSUMER MAGAZINE & FARM PUBLICATION RATES & DATA" - More than 1,500 consumer and 200 farm publications. Includes editorial profiles, ad rates, mechanical requirements, copy regulations, circulation, personnel, issue and closing dates.

"NEWSPAPER RATES & DATA" - 1,600 U.S. daily newspapers, newspaper groups, supplements and comic section. Includes ad rates, special features contract and copy regulations, mechanical requirements and latest circulation figures.

"CO-OP SOURCE DIRECTORY" - Over 2,800 co-op advertising programs. Each includes eligible media, timing, accrual, participation, ad specifications, media requirements, aids available from manufacturers, reimbursement method and more.

"COMMUNITY PUBLICATION RATES & DATA" - All NAAP members, plus other weekly newspapers and shopping guides. Includes personnel, ad rates, closing time, circulation and mechanical requirements.

All these books are published by - Standard Rate and Data Service, Inc., 5201 Old Orchard Road, Skokie, Il 60077. They will be glad to send you descriptive literature and price lists under your letterhead request.

"CATHOLIC PRESS DIRECTORY" - A wide variety of American Catholic magazines with a total circulation of over 30 million. Your client's product or service advertising programs can find a highly responsive audience among American Catholic magazine readers. It's available from Catholic Press Association, Suite 401, 119 North Park Avenue, Rockville Centre, N.Y. 11570.

AS LONG AS YOU HAVE AN "IN-HOUSE" AGENCY, WHY NOT PLACE ADVERTISEMENTS FOR OTHERS AND POCKET THE COMMISSIONS?

There's a lot of money to be made through placing small ads for small mailorder firms - and it's the perfect repeat business. the one thing all have in common is that they must renew advertising to stay in business. The requirements are simple and initial investment is minimal. It's strictly a service business - no stock to carry, low overhead.

For a good idea of how to go about setting up your operation, write to the below small mail order advertising agencies, and request copies of their Advertising Guide Books. These you can use for reference in preparing your own rates brochure.

Chicago Advertising Agency                      Columbia Advertising Agency
28 E. Jackson Blvd.                             P.O. Box 1285
Chicago, Il  60604                              Richmond, In  47375

National Mail Order Classified                  Morlock Advertising Agency
Post Office Box 5                               188 W. Randolph St.
Sarasota, Fl  33578                             Chicago, Il  60601

HOW TO MEASURE PROGRESS

The growth of an advertising agency business can be measured in various ways but the most important item that concerns you is the growth in capital. How much more is the business worth today than it was a year ago or when you first started it? The capital section of the balance sheet will show precisely that. It will help you decide whether the word and worry connected with the business have been worthwhile. It will let you know whether the business is stagnant or is declining. It will disclose the soundness of your financial position. Especially in a small business there is always a danger of "eating into" capital. If you take out of the business from month to month whatever money is considered necessary as operating expenses, you do not know at any time whether you really have earned that money. A comparison of capital figures in the balance sheet over a period of months will show up any tendency to dissipate the agency's capital.

The total assets is also an indication of what progress you have been making. It represents the total amount of resources under your control and even though they are partly offset by liabilities they are still a pretty good measure of your economic power. For this reason, the size of banks, for instance, is usually measured in terms of their total resources, that is, their assets, rather than their capital alone.

FOUR BASIC STEPS FOR EFFECTIVE ADVERTISING

1. THE WORDING OF YOUR AD is the most important single factor. It's what you say that determines whether your ads work or not. It pays to give a great deal of time, thought and research to the actual wording of the ad. Should the ad have a lot of wording in it, or should it be extremely short? Headlines must have dynamic stopping power. The headlines has to get the reader to look at your ad. Sub-headlines are also important, especially where copy is long. Not only must your headlines have powerful appeals, but the body text should have punch to maintain interest and induce prompt action.

2. SELECT THE RIGHT PUBLICATION or publications to run your ads. The publication in which you run your ad is the market place. When your ads appear in the right publication, you protect your advertising investment. Find out whether mass, class, service or other types of publications are best for your proposition. Should you use a large circulation publications or small circulation ones? Should they be aimed at consumer, dealer or particular trade, or a combination of all? Decide whether you will use newspapers, magazines, or trade papers. Where you run your ad is many times the answer to results.

3. BUDGET YOUR ADVERTISING BY MONTH. By deciding how much money you will spend each month for advertising, you make sure that you do not spend too little or too much in proportion to the sales desired and the potential sales obtainable. the correct budget for advertising has a bearing on your profits. It is always wise to divide your budget for advertising according to the periods of the year.

4. DEVELOP A PLAN OF REPEAT BUSINESS from either inquiries or orders received. It is important to get new customers as cheaply as possible and then build them up. Know where you're going and what your sales objectives are. Think out the plan behind the advertising. Decide what a new customer should cost you and how to develop that customer into one who will buy from you again and again. - - - - - - - - - - - - - - - -

   • - - - - - - - - - - - -

LEGAL ASPECTS

Effective advertising must be based on a sound product. Misrepresentation may sell goods, but it also builds ill will. Since the advertiser who misrepresents his product harms not only the public but the whole industry as well, organized efforts have been made to prevent objectionable advertising. One of these was the model statute against fraud in advertising drafted in 1011 by the magazine Printer's Ink. the statute has since been enacted by 48 states, in either the original or a modified form, and covers 98 percent of the population of the United States.

Further government control over advertising was achieved by the Federal Trade Commission Act (1914), as amended by the Wheeler-Lea and other acts. These gave the Federal Trade Commission, along with (e.g., the Postal Service), the power to prosecute for unfair methods of competition and unfair or deceptive acts and practices, including false advertising.

Another protection for the consumer against misrepresentation by publications is the Audit Bureau of Circulations; its function is to determine the net paid circulation of newspapers and magazines. practically all major magazines and newspapers which accept advertising submit audited accounts to the A.B.C.

CONCEPT ADVERTISING
1530 Live Oak Drive
Silver Spring, Md 20910 (301)589-8713

x Space Contract x Classified Ad

To publisher of
___

|                                                       Order No:__________________
                                                        Date:______________________

|___

Please publish the following classified                 Run ad______time(s) in the 
ad for our client:                                                      following issue(s)

Advertising:

Classification:________________
No. of words:________________ No of Lines______________ __________________________________________________________________ Position
__________________________________________________________________ Copy Key Cuts __________________________________________________________________ Additional instructions
__________________________________________________________________ Rate:

        Per word:       Per line:       Per inch:       Gross Charge $____________
                                        Less___% frequency discount $____________
                                        Less___% agency commission $___________
                                        Less ___% cash discount        $____________
                                        Net amount of this order         $____________

CONCEPT ADVERTISING
by:______________________

#7 HOW TO WRITE AND SELL INFORMATION BY MAIL ORDER

Mail Order operators who specialize in selling bits of education are in a socially desirable enterprise, and a well managed one can produce very profitable and satisfying results.

Printed in the United States of America. Copyright 1990 Opportunity Publications and the Fast Start Team

"How To Write And Sell Information By Mail Order"

Selling instruction and information by mail embraces a large field. At one extreme is the correspondence school which aims to bring a university campus to the door, and at the other extreme is the small operator who for $2.00 or $3.00 will send information about something you like to know or will reveal a "secret" or formula of some kind. In between these two extremes are many possibilities. Those individuals who are conscious of mail-buying opportunities, and who seek training at home and in space time will discover many pieces of useful information to be had at small cost. Mail-order operators who specialize in selling bits of education are in a socially desirable enterprise, and a well managed one can produce very profitable and satisfying results.

Little wonder then that for the small operator, selling of "information" is attractive. One authority states: "At least 80 percent of all the beginners start their career in mail order by offering a plan, formula, or information publication. Of these, at least 75 percent lose money in their first venture. Some quit then and there because their visions of fast, easy money are shattered. Others realize their mistakes, profit by their experience and go on to a successful, profitable mail order business.

SELL YOUR SPECIALTY

If you have imagination and vision, mail order enterprise provides a chance to sell your knowledge. Many people possess information for which others would willingly pay a fair price. If you have a special field in which you have reason to believe others would be interested, write up an instruction sheet or folio about it.

This often pays. Even if you do not have the essential background information, by self-training you can become somewhat of an expert. Exhaust the literature on a subject in public libraries and elsewhere, write up the material in the most attractive form, get it out as a leaflet or treatise, and market it by mail. The right kind of manuscript very often makes money if followed through. Do you know something or can you make something a little better than most people? Write it up. For simple instruction booklets of all kinds, written for the layman, there is usually a ready market. There is a demand for reliable information, and this is particularly true for "know-how" courses in brief portfolio form. And this can be a repeat order proposition, for the buyer of one folio is often a prospect for similar courses or booklets.

HOW TO GET STARTED

An excellent way to get started in selling information is to push what you yourself have written. By having several hundred or several thousand copies made, you can, at a small cost, try out the plan. With the right mail selling methods, you may profit, just as many are doing. In this field the buyer usually gets good value in obtaining something which required days, weeks, or even months to prepare, and there is a long gross profit on each sale. Treatises which sell for 5 to 12 dollars and sometimes higher usually cost approximately 25 cents to one dollar to print.

There are many spare-time operators making money year after year in "how -to " courses. The classified columns and display advertising sections of the craft magazines are replete with such offerings.

TYPICAL AVENUES OF APPROACH

Of the hundreds of reliable self-help topics being offered by mail, the following are illustrative.

1. FORMULAS alone are difficult to sell. Value lies not entirely in the formula, recipe, kink, or knack of getting some results, but also in the plan and the person pushing that process or formula. Well presented with instructions for using, formulas single or in group sets in treatise form are being successfully sold by mail. Many of them can be built around simple household preparations. In selling a plan, a formula, and the like, work out a set-up of your own and merchandise it in a way to build a satisfied clientele.

2. HELP TO THE HANDYMAN strikes a chord for those who are interested in making money or saving it. Since handymen are made and not just born with particular skills, those who like to tinker and find out how to do things for themselves are usually on the lookout for down-to-the-earth useful information. If you are a handyman, what have you learned "the hard way?" do you know something for which others might be glad to pay a reasonable price? For example, anyone familiar with work in various trades, radio, electrical, carpenter, painting, and miscellaneous mechanical jobs - has a fund of information which might well be worked up into an inexpensive photo-offset printed treatise or series of them, including drawings and diagrams. Some mail-order operators have done this to advantage.

3. WRITING FOR PROFIT has an appeal. Although the field has been well worked in the high-class high-cost strata, there is still room for inexpensive sets of writing instruction and advisory service. A large proportion of the adult population has the urge to write. These would-be authors range all the way from those merely seeking the "pride of authorship," to those who have the desire of some day spending full time in writing, and earning a living at it. And many of these people are already successful in some line of work. They are eager for assistance in writing. Helpful guidance such as can be offered in folios could find a ready market.

4. APPLICATION OF CHEMISTRY offers a wide choice for those who are qualified in one or more branches of this science. Any one who has specialized in any phase of chemistry might well be able to contribute acceptable leaflets and booklets on the subject, which could be of value to others. Think of the possibilities in acquainting people with the myriad uses of common chemical substances, for example, in the field of cements and glues, caulking compounds, liquid coating solutions, and solvents. Not only is there opportunity in selling information in this field, but also in merchandising useful preparations of your own.

5. HOBBIES range all the way from playthings to highly technical pastimes. Many people have hobbies which follow definite patterns. Have you a hobby, as stamp collecting, for example? Mail-order affords a profitable avenue to pass these pleasures on to others, and often persons who have hobbies do not hesitate to pay well for additional knowledge. Hobbies can become part-time income sources, and finally full-time occupations.

6. HEALTH AND EXERCISE is a subject in which a large percentage of the population is interested. A person well qualified to write about physical training, camping, swimming, or fishing, for example, is in a good position to sell his knowledge by mail. But warning is necessary regarding health information or goods: Be sure that the propositions applies to prevention and not curative effects. Another caution is to beware of making false claims, for the health field can be dangerous ground.

7. OTHER SUBJECTS in the information-selling field abound, such as making money in a particular line of work, increasing knowledge for pleasure or profit, how to gain prestige by being able to speak in public, how to play a musical instrument, how to learn speed typing and shorthand at home, and so on.

Information, instruction, or education by mail can be started with a minimum capital, with little mailing costs. Further, it is an easy way to get started, and is one of the most profitable areas of mail order selling. A manual costing 30 or 50 cents in quantity to publish often sells for 10 dollars. The buyer is not purchasing just so much paper and printing, but presumably years of a writer's skill and experience.

HOW TO "FLEA MARKET" PROFITABLY

You will learn how "Flea Marketing" can be an excellent way to add to your income . . . the opportunities to make money are limitless.

Printed in the United States of America. Copyright 1990 Opportunity Publications and the Fast Start Team

"HOW TO 'FLEA MARKET' PROFITABLY"

Flea markets are here to stay. They have become a way of life for millions of bargain-seeking folks from all walks of life. Today, many empty buildings, drive-in theaters, church halls and parking lots have been transformed into Flea Markets all over the country. They are also an excellent way to add to your income every weekend. The opportunities to make money are limitless and all that is required is just the ability to observe others.

Visit as many Flea Markets as you can and notice the different kinds of merchandise being sold. Notice that prices are lower than competitive items sold in stores. This is one of the secrets to the success of Flea Markets. The right kind of merchandise is also very important to the success of a dealer.

The best way for you to start out is by selling all of the items around your house that you no longer want. They may be used or unused. They may be old or new, it doesn't matter. There is a buyer for almost everything. Pricing competitively is very important. You will soon find out if your prices are too high or too low. An item priced too high may not sell the first day. If you are not sure of the value of an item, then ask for a bid. Most will bid twenty to thirty percent less than the true value of the item. If you are not satisfied with the bid, then add to the price and sell it for the higher price. Sometimes it is better to sell for the bidder's price if you have no use for the item. Don't be afraid to ask questions of other dealers. Many will be happy to help you and provide some good information on selling. Be sure the merchandise is displayed so that it may be readily seen with the big items in back of the small ones. Everything should be arranged neat and clean as possible.

Before you decide to become a regular who works Flea Markets on a steady basis, you must decide what kind of merchandise sells best. You will have to ask yourself these questions. Is there a market for this item? How big is the market? A close observation of other dealers will soon reveal that jewelry, furniture, glassware, collectibles, toys, novelties, books, records, hardware, old, new, and antique, coin items, old pictures, photos, reprints and clothes are among the most popular items. Those that sell for one or two dollars are usually the best. Don't overlook seasonal items such as sunglasses and T-shirts. Fishing equipment sells best in spring and summer. Stationery supplies in late August and September would be timed right. Calendars are the best items in January. You must think ahead so that you will have the right items for every season of the year.

A positive approach will give you a good start toward selling to the public. You must remember, that it is up to you to give the public what it wants at a better price than sold at stores or elsewhere. This is the hard part for some to understand because there is always the temptation to make a "fast buck". But, it is the quickest way to fail in any business. The real success comes from REPEAT BUSINESS. Everyone loves a bargain. And that is the secret of bringing them back for more. One excellent way to earn customer confidence is to refund their money if not satisfied.

The ideas and methods of bringing customers to you are only limited by the scope of your business and the extent of your imagination. The author believes that a successful Flea Market dealer may eventually want to expand into a full-time business. Sometimes it is the other way around. Some dealers drop their regular business and concentrate on Flea Markets for a living.

Imported novelties and giftwares are an excellent way to turn browsers into buyers. This is because folks are always looking for the unique and exotic items to give as gifts or show-off to their friends. It is the unusual that attracts us. Many mail order firms will be glad to sell items to you at wholesale prices. Flea Market dealers come and go. And sometimes it is intentional. Some merely want to get rid of old or unused items from attics or basements. Others buy and sell profitably, so the urge to continue is only natural. Many dealers are successful for a time, but soon run out of new items and become discouraged when sales decline. A haphazard way of doing business won't work for long. It takes time and effort.

Choosing the right Flea Market is also essential to your success. Pick one that is established and located near a highway or in the center of a large metropolitan area. Visit at different times and note the amount of customers, dealers and merchandise. Ask a lot of questions and try to find out everything you can before picking a good place to do business. If most of the dealers are there week after week it must be a good place to make money. Some dealers choose markets depending on whether there is a large parking area. Some just go where the impulse takes them, usually to a market they have never seen or to one which they heard of through someone else the previous week. At today's high gas prices it is usually better not to travel too far because it cuts into your profit.

Unless you have reserved a space, it is a good idea to arrive at least half an hour before opening. There will be many bargainers at your table right away. Don't miss those early sales as they can make the difference between a fair or good day. Arriving early will give you a chance to walk around and compare prices of merchandise similar to yours.

Compare quality and prices with yours. Some dealers buy items from other dealers, if the prices are very low. This enables them to resell at a fine profit. this is often true when a dealer is looking for merchandise in a hurry. Some dealers take items on a regular circuit and this way they get better exposure of their goods. Another way to get good exposure is to rotate your items every other week. A few new items added each week will give a fresh appearance and more variety of goods. There is nothing worse than repeating the same setup of goods week after week. There are some exceptions to this rule. As long as sales are as expected, it would be foolish to change anything.

Sometimes it is lack of a simple thing that can mean the difference between success or failure. The addition of a sign can make a world of difference to your display. Even the addition of a nice tablecloth can provide an excellent background to a display of fine china. Similar items should be displayed together so that the eyes can focus on the entire matter. Vases will sell better if filled with flowers or greens. A lamp will sell better if it has a shade on it. If you have a fine lamp that needs a shade it would be wise to buy one that is attractive. Add the price of the shade to it and it will still sell much sooner than without a shade. It is always easier to sell a complete or repaired item. Most folks want to buy an item that is ready to use. This is good to remember when you are selling. Don't try to sell an item that is not working properly unless you tell the buyer about it. The selling price should reflect the condition of the item. However, you must bear in mind that many of the old items that you want to sell are worth more today than they were when you bought them. Especially if they are in good working condition. Old magazines are usually worth 25 cents or more depending on the type or age. Some are even worth five to ten dollars if rare.

there are many sources for items to sell and a visit to many of the merchants in your area will prove it to you. One of the best sources of merchandise is Mail Order items from Mail Order Firms that sell this type of Flea Market merchandise. Many of these firms sell a wide variety of items at wholesale prices and will be glad to send one of their catalogs to interest buyers.

Look for Mail Order Trade, Salesmen and Wholesale Trade publications at your newsstands. You will find many low cost merchandise advertised in them. Write to the sources, obtain copies of their catalogs. Also, watch your newspaper for public auctions, and business close-out sales. Many fine items can be secured, at real bargain prices in this way. **********
*******

POST CARD PROFITS

Selling with post cards is unique in so far as it affords the mail order beginner an excellent chance to develop a part-time business with little or no capital investment

Printed in the United States of America. Copyright 1990 Opportunity Publications and the Fast Start Team

***POST CARD PROFITS***

INTRODUCTION

Selling with post cards is unique in so far as it affords the mail order beginner an excellent change to develop a part-time business with a very small capital investment. No expensive or special training outside of a basic knowledge of advertising and mail order salesmanship is required. Actually, all that's needed is average intelligence, common sense and some real effort on your part. If you're willing to learn the fundamentals and are willing to strive for your goal, reading this treatise might easily be the first step of a career that can take you as far as you want to go in this fascinating phase of mail order selling.

ADVANTAGES OF POST CARD SELLING

In general, the advantages of mail order selling are these, a mode of business that can be launched with a minimum of capital, elaborate facilities are not necessary, prospects are unlimited, activity is simulating and satisfying, can be worked from ones own home in spare time. Above and over these, there are several additional advantages peculiar to post card selling that are not extended to other methods of mail order promotion. Post cards are relatively easy and inexpensive to handle. By employing post cards as the sales messenger, the mail order dealer makes the very best use of his capital, a very small percentage of returns will bring a profit. Post cards go as first class mail for about the price of third class matter, which brings a prompt presentation of the sales message. Perhaps of more importance is the fact that post cards receive very favorable reader attention in comparison to the usual third class mailings, and after all, getting the prospect to read the sales message is half the job in mail order selling.

ITEMS THAT CAN BE SOLD BY POST CARD

New, unique and unusual items are always good post card items, however, they must be quality or bargain items that serve a real need to be successful. They should be light in weight and easy to package and ship, preferably items that are not readily available in local stores. Generally speaking, items priced between $5.00 and $15.00 are most productive. The scope of products that can be sold by post cards are almost unlimited. some items that are currently selling well are books, plans, hosiery, household gadgets, imported gifts, packaged foods, cigars, novelties, flower seeds, stationery and toys.

Very few items will sell profitably by mail priced at under 5 dollars. For example on a $3.00 item bearing a 70 % markup, a return of better than 10% would be necessary to make the project even slightly worthwhile, and $10 would be an exceptional return indeed. I remember years back when a dollar item pulled a profitable return, but that was in a bygone era when post cards went for three pennies.

CAPITAL REQUIREMENTS

In comparison to other mail order ventures, the amount of capital needed to start a post card mail order business is moderate indeed. The initial investment may be anywhere from $300.00 and up. At the minimum you will require approximately $165.00 for printing and postage of 1,000 cards, $35.00 for the mailing list and an undetermined amount for stock. You will also need a small supply of business stationery and an improvised record keeping system.

If at all possible, it is suggested that you also obtain a typewriter. Business letters written in longhand to sources of supply or in reply to inquiries will brand you an a amateur, and naturally depress your profit potential. A good rebuilt typewriter can be purchased for $100.00 or less. Failing to afford this, one can be rented for a few dollars per month.

It will also be necessary for you to have a small cash reserve available to enable you to sustain your endeavor from its inception to the time when it can be operated at a profit. For at least the first few months you will likely not be taking in as much as you must spend, consequently, as you spend, capital must be replaced

In the absence of sufficient capital to meet the basic requirements outlined above, it is advisable to wait until you can accumulate enough funds for initialing your plans in a proper way. During the saving period, you can perfect your ideas through additional investigation and study.

NET POTENTIAL

If profit is to be realized, there must be a sufficient margin between the selling price and cost to cover operating expense and net profit. This spread between cost of goods and retail price is called mark-up. While there are always exceptions to the rule, it is generally agreed among mail order experts that a mark-up of at least 300% (three times wholesale cost) on any item marketed by mail is necessary to net a reasonable profit.

Suppose, for example, you are offering an $7.00 item that bears a mark-up of $5.50 per sale. If the promotional cost is 20 cents per mailing unit (this includes printing of cards, postage and mailing list), it would cost you $200.00 to reach 1,000 prospects. A 5% return would bring you 50 orders, a gross return of $350.00 and a net profit of $75.00. As you can see, unless you handle an item that carries a good margin of profit on each sale, it might not be feasible to operate profitably. On the above example, if the mark-up was only $4.00 instead of $5.50, the consequence would be no net profit at all.

HOW TO PREPARE SALES COPY

Post card sales copy should be brief, specific, direct and honest. It must ATTRACT ATTENTION, SECURE INTEREST, PRODUCE BELIEF or CONVICTION, and finally GET THE PROSPECT TO ACT. This is a big order for 3x5 inches of copy, so no space can be wasted, every square inch must be used. Much care and effort is required in preparing the copy, tell the sales story as completely as space will permit, give the facts clearly and dramatically, then ask for the order. Avoid extravagant claims and fancy language. When writing the copy imagine yourself talking personally to the person at whom your message is directed. The very core of successful mail selling is catering to the interest of the purchaser.

Layout is important, headlines and bi-lines must be well-planned and effectively positioned. Art work used should have a purpose in direct relation to the product being offered, and never be used for mere beauty or atmosphere. An actual illustration of the item being offered always provides dramatic appeal.

Always remember to incorporate that magic word "GUARANTEED" into your sales message. It gives the purchaser confidence to know he can get his money back if he is dissatisfied with his purchase, and consequently makes the order easier to obtain.

MAILING LISTS

A good mailing list is the key to a successful post card sales operation, and very careful attention must be given to it's selection. Any list employed must be compiled of names that have shown a definite interest in, or have previously purchased by mail, items similar to the product you are promoting. Professional mailing list brokerage firms can furnish names of almost any conceivable listing. If you will tell them the purpose in mind, they can help you select a suitable classification. However, be careful to avoid lists that are out of date, improperly organized or too expensive to be used profitably. Deal only with brokerage firms that will submit definite data on the development of lists they supply.

Mailing list are usually offered in lots of 1,000 names or more, typed on sheets of perforated gummed labels ready to affix to your cards. They are normally priced at anywhere from $30.00 to $75.00 per 1,000.

You can obtain a roster of reliable Mailing List Brokerage firms by requesting under your business letterhead to Target Marketing, North American Publishing co., 401 North Broad Street, Philadelphia, Pa. 19108-9988

IMPORTANCE OF TESTING

After you have selected an item for promotion, your next step is to test it's sales potential with a mailing of 1,000 cards to a suitable list of names. Should the response from this first group of prospects contacted prove productive, proceed with an additional trial mailing of 3,000 cards to the sale list category. If this mailing turns out to be profitable, indications are very much in favor of your having a winner on your hands, and you can start thinking in terms of 10,000 or more for the next mailing with expectations of approximately similar results as to response.

PROFITABLE "FOLLOW-UPS"

Any successful mail order business is built on repeat orders, the practice of following up every sale made with new and related items at regular intervals. The wise operator will be careful to keep an active record of all his customers, a simple system of 3x5" file cards can serve nicely for this purpose. Every customer established represents a valuable asset that should be utilized to the fullest extent.

Keep in mind - effectiveness of follow-up offers depends upon their tie-in with the interest already created by the first purchase. In other words, if your follow-up is something a large percentage of your customers can use to advantage, and they are satisfied with the first sale, results are bound to be fruitful. And there is no need to stop with just one follow-up offer, satisfied customers can be sold to again and again, provided they are kept satisfied.

STOCK VERSUS DROP-SHIPPING

In general drop-shipping is not desirable. Cost per unit usually is much higher than when purchased in stock lots. Also, the added delay in getting the orders to the customers may incur bad-will and result in excessive returned merchandise. Also, you will want to keep your customer names confidential. for these reasons, it is recommended that you invest in putting in a small stock of the items you intend to market. A word of caution should be given in this connection however, and that is, since any mail order venture is at best a gamble, at first it is wise to buy only in the quantities that are practical for you to handle. As results justify, you can take on larger quantities and then be entitled to a greater discount and profit.

LEGAL ASPECTS

No license or permit of any kind is required by the Federal Government to operate a mail order business. Also, as a rule there are no local restrictions imposed when interstate commerce is involved. Consult city and state authorities for general guidance in this respect.

If you use a "firm" name or any title other than your own personal name, record this fact at your local post office so that your mail can be kept straight. In some states the use of a "firm" name is limited, or the "firm" must be registered. Find out from your county clerk what the laws are relating to "firm" designations in your locality.

There are not a great many postal problems that will confront you, but when in doubt, the quickest and best way to get a specific answer to any question pertaining to postal rules or regulations is to inquire at your local post office.

At the time this is written, a number of states have put sales taxes into effect. According to the best legal opinion you are not obliged to pay sales tax on any sales covered by interstate commerce. This means sales made to all states buy the one you reside in.

IN CONCLUSION

Know exactly what you want to accomplish, set up your campaign as best you can to accomplish that end, and then carry out your plan to the letter. Dozens of other people, from all walks of life, have built a profitable and satisfying mail order business with post cards, and there is no reason in the world why you should not be able to do it just as effectively.

THE PSYCHOLOGY OF CONTEST PRIZE WINNING

If you want to win, start with an advantage. This booklet will teach you the basics you must know. Contesting has grown into a national past time. Shouldn't you be counted among the winners? Find out how to get your share.

Printed in the United States of America. Copyright Opportunity Publications and the Fast Start Team

"THE PSYCHOLOGY OF $CONTEST$ PRIZE WINNING" If you want to win, start with an advantage. You must know the basics!

Ceaseless as the surge of the sea, wave after wave of prize contests sweeps across the nation, engulfing millions in the constant struggle to win wealth and fame at a single stroke. By television, radio, newspaper and magazine come the startling announcements of ever-growing awards by the contest sponsor. Fortunes that would mean retirement, life time annuities, trips around the world and an innumerable host of lesser prizes are the targets at which the millions aim. And with the flood of announcements comes a universal plea from the vast majority of participants: "Where can we get help to assist us in winning?"

Contesting has grown into a national pastime, and with its growth the suspicion that the so-called contest experts have the inside tract to wining and that the amateur or beginner is hopelessly outclassed. And to a certain extent it is true. The records of contesting are full of stories about men and women who have accumulated fortunes, not through one big winning, but from successive contests. There are women who have furnished their homes and built up their bank accounts through contest checks. There are men who abandoned their former means of earning a livelihood to devote all their time to contesting, which they found more profitable. In nearly every contest of considerable size, it is a certainty that the entries from these "repeaters" will be included.

Their skill, accumulated by years of contesting, adds to the odds which the average person encounters when entering a contest. But the task is by no means hopeless. For the law of averages, unswerving and unbiased, proves that the vast majority of prizes won every year go to the so-called beginners in contesting. All men were created equal, but nature put an individual set of brains in all our heads. and that means that anyone, at any time, is likely to get the idea that means prize winning checks.

The prize winning idea may come at a most unexpected moment; again, it may be the result of painstaking effort and research. In either case, the prossessor is just as apt to be the beginner as the veteran. The first entry seldom brings a prize. Failure to win must not bring despondency and a shrug of the shoulders attitude. Instead, it must serve as a stimulus to greater effort. Ingenuity seems to grow with practice. The law of averages stays the same and if ingenuity shows an improvement then the chances of winning become much greater. Without ingenuity the entire case becomes hopeless, because the casual entry, without any special preparation or serious thought, is usually a waste of time and postage.

There are many things which might be listed as among the requirements of a contest entry, but because the types of contests are so numerous it could be impossible to give one word that would be descriptive of the entire lot. So the contestant himself must decide when he enters the contest just what the nature of his entry should be.

The first lesson in contesting might fittingly be described in these words: "Are you entirely positive that you understand the rules?" The slightest doubt should be erased before actual work on the entry is started, provided of course, that a brilliant idea hasn't struck simultaneously with hearing or reading the contest announcement.

The records of prize contesting show that a terrific percentage of entries in every contest is ruled out because of failure to comply with the rules. The percentage in some contests is so great that the average contestant would be amazed if he learned the true figures. Strict adherence to the rules, no matter how simple the contest may be, is the first lesson which every prize contestant must learn. The prizes cannot be awarded to entries which do not conform to the rules and nobody knows how many excellent entries have been cast aside simply because of some infraction that made it impossible for the judges to consider its merits.

Next in importance might be ranked some of the tools, which every profession and trade requires. There are hundreds of persons who follow contesting with all the determination a profession or trade requires and that is the most certain road to success in this fascinating "profession." Hit or miss methods are not conductive to repeated winnings. Careful methods, sometimes brain-testing determination and constant alertness for progress are all required.

the contestant must have a good dictionary, and a thesaurus and also to be recommended are good publications on the subject. I do not hesitate to recommend subscriptions to some of the outstanding magazines in the field, which can be procured at newsstands. These magazines are filled with hints and suggestions and they change from time to time, for the contest picture is like a kaleidoscope - constantly changing. Also, a number of good books on the subject can be found at your local library.

Likewise, a file which contains as much information about contesting as can be procured should be started at once and kept up with unfailing devotion. Here should be kept records, copies of all entries, winning entries from every contest where procurable, and similar data. The contestant who wants to enter seriously into the field must be on the alert constantly with paper and pencil to jot down anything that might have a bearing on any angle, from bright and unusual sayings to unexpected comments of friends and associates. These must all be filed away in the proper place where they are instantly available.

It might also be said that if a person is determined to become a contestant he can have no other hobby because this one will require his entire spare time - and there are thousands who devote their full time to it. This thought should serve the purpose of showing the importance of careful consideration of every angle in contesting. the slightest detail must be considered as important if success is to be achieved. Casual methods do not succeed. Thoroughness is the mother of winning entries.

Another angle which should be touched upon is the often repeated doubt over the honesty of contests and the judges. Any person can rest assured that a contest by television or radio, or scanned in the daily newspapers and reputable magazines will be fairly conducted, without bias or prejudice. The powerful weight of Uncle Sam's authority alone is enough to protect against frauds, but equally as great is the value the sponsor places upon good will. There is absolutely no basis for the often repeated statements that contests are not conducted fairly, and most generally these comments come from disgruntled contestants who didn't win anything.

The true contestant does not spurn a contest because the prizes are comparatively small. On the contrary, for these smaller contests hold the power of revealing just where the contestant's strength lies. There is just as much of a thrill in winning small contests as there is in many of the larger ones. And if the technique of winning can be developed, these smaller contests prove a profitable source of investment in the matter of time.

Because many of these smaller contests are conducted locally the winning entries usually are announced. Comparison can then be made and the reason determined why somebody's offering won. In virtually every instance where this happens the contestant who lost will admit, if he is fair, that the better entry won. So it's always easy to profit from our defeats in the struggle for prize contests.

And because it's a local contest, or a small-prize contest, the contestant must not assume that slip-shod methods will win. The same painstaking care for ingenuity, brevity, force and vitality that is desired in the larger contests must be present here. The contestant can have this proven for his own satisfaction after several unsuccessful entries are submitted.

In many ways contesting can be compared with running a race or any other kind of physical or mental contest. An athlete must keep in shape if he wants to compete at his best. A bowler, baseball player or football star must keep in practice if he isn't going to slip before his time. and in contesting you likewise must practice and keep in shape, but happily there is no set time in life when retirement is forced upon you. You can start early in life and keep at it until the end.

The author is reminded of the manner in which a close friend, who since has won consistently in contests of many types, was started in the field of contesting. His wife was handed, about 10 years ago, an entry blank for a contest sponsored by a nationally known maker of detergent. The prizes were a number of items valued at from $100 to $5,000. The contest consisted of writing an entry blank furnished by the sponsor, a brief statement indicating the part the wife plays in the management of the home.

This friend happened to be employed by a newspaper and was regarded as a writer of considerable skill. When his wife handed him the entry bland and suggested that he write the brief essay he immediately started for his portable typewriter and dashed out what he considered a fitting entry. Then he prepared to copy his effort on the entry blank when his wife intervened.

She explained that she had heard how more experienced contest winners prepared and submitted entries to various contests. She suggested that he take more time with the entry, consider the situation from all angles and then put the result of hard concentration and thought on paper and perhaps revise and condense until it was considered perfect. The newspaperman thought the suggestion over and complied. In fact, it was several days later before he believed he had the necessary thoughts in the proper sequence. The entry was posted and it wasn't long before his wife was awarded a prize of considerable value. This started the contest mania in that home.

Just a few days later the newspaperman noticed a local contest in which a large beverage company offered as a prize a year's supply of their product for a brief letter stating why the writer liked their product. Again he concentrated, made actual test with the product in comparison with others and was one of the winners.

Since that time he has won scores of contest prizes. He is regarded as one of the authorities on contesting in the city where he resides. But his methods have changed greatly since that day when he started to dash off a statement with hardly any thought and without any preparation.

Today his den is a store of contest information. He subscribes to contest services, contest magazines and is constantly filing clipped contest information, advertisements, copies of winning entries, and much similar data. The time he has spent in accumulating the information has brought dividends of great value.

CONTESTANT'S READY RECKONER - Taken from many national contests.

Average percentage of entries disqualified for violation of rules - 30% Average number obviously too inferior for final consideration - 37% Average percentage received after closing date - 3% Average number of replies bearing no name or address - 1% Average number disqualified for illegible handwriting - 4% AVERAGE NUMBER ACTUALLY PRESENTED TO JUDGES AFTER PRELIMINARY EXAMINATION ONLY - 24%

Before you seal the envelope, be sure that you haven't made any of the mistakes listed in the table above. One final check should always be made before the envelope bearing the results of many hours of labor is sent away on it