Friday, 6 September 2013

HOW TO SELL BOOKS BY MAIL




Now that you have written that attractive report, how are you



going to sell it? Perhaps you have already tried by placing a



carefully written classified or maybe a large display ad, then



waited for the postman to pile the flood of orders in your box.



What happened? The odds are 100 to 1 that you came up with a



couple of orders for all the time and effort. Why? You see



continuous ads, small ones and full page $4,000 ads in



newspapers, and magazines offering books and information. Many of



them are repeated over and over again by the same advertiser. You



know that they are making it or they could not continue to



advertise month after month. How are they making it when you



don't seem to have any luck?





By examining the operations of these successful people we find



that they use several simple and easy methods to produce



excessive profits in the Mail Order Book Selling Business. When



you know these methods and put them to work for yourself you will



find that you too have the opportunity to make big money in this



business.





To start yourself on the road to success in writing your own



books and reports then selling them...Anytime and every time you



think of an idea or book title, write it down immediately.



Regardless of how idiotic it may appear to you at first, it could



be the ingredient you need to start you on the way to a fortune.



File your notes and look them over periodically. You put yourself



in a position whereby you have a good chance to come up with an



idea or a title that will be a real money-making "Blockbuster."





If you are writings are about your own experiences on an



inspirational or how-to subject, consider writing the book as



well as the ads that sell it, in the "first person". This gives



the reader the feeling he is getting personal communication and



is not just a number in a computer.





Many in Mail Order business, including ourselves, have indicated



that it is not a good policy and often a waste of time and money



to advertise in a general daily or weekly newspaper. This is true



under ordinary circumstances, but we find that when you have a



real "strong" title it pays to place conservative "test" ads in



the newspaper in order to learn the results quickly. However one



must keep extensive records in order to compare results and



determine if they may have a winner.





When tests indicate you have a winner, all that is left too do is



expand the advertising in the proper media and fill orders. It is



advisable to structure the price of your book so an offer will



stand an advertising expense of at least one-half of the selling



price. You need to spend this much for advertising in order to be



successful.





A 100% guarantee is a must in the book selling business. Not



everyone who purchases your book, regardless oh how "great" it



is, is going to benefit from it. There are always a few who will



want their money back. You must have a unique guarantee which



reassures them they haven't spent their money until they are



satisfied. This can be done in many different ways, such as



holding their checks for 30 days or longer before depositing



them.





For the author/self-publisher, selling by mail is really the only



way to go. The production costs are low because the value is in



the information, not necessary in the number of pages written.



Mail Order is one of the finest businesses ever for the little



guy who wants the opportunity to try for the big "bucks"! All



you have to do is test with just small expenditure, correct your



mistakes and let the business expand itself!





Action pictures used in your ads get fabulous results if handled



right. Especially productive are ideas showing your product in



action. Search out the drawings and pictures used in better ads



that run month after month to learn what effective copywriting is



all about, then use the same ideas for your comparative



publication.





If you are able to write a "self improvement' book or handbook



with very valuable information and at the same time make it



lively, witty and interesting, you could have the makings of a



million dollar winner. After your first tests prove reasonable,



determine if a more reasonable price structure will produce



better net profit through appealing to a large audience. When you



find it hitting real good, promote it in every way possible.



Send out several hundred copies to book reviewers to get



write-ups in as many publications as possible. Learn to deal with



the many small booksellers and bookstores, or cooperate with some



large distributors to get the books out through their normal



channels.





As you grow and progress, build up and maintain your name lists.



Make them available to other firms who wish to make offers to



proven buyers.





When you find the right combination (title, body and ad), a lot



of money can be made in a short time and it is a great thrill to



write and ad, test it, and see the money pouring in from your own



creative ability.





The large publishing companies use a shotgun approach, publishing



many titles when profiting from the few successful ones. They



can't begin to market effectively all the many books on their



list and try to sell your book through them is generally futile.



Do it yourself and control the entire operation. If it doesn't go



you can cut if off before heavy promotional expenditures bury



you. You remain flexible and diversified when you are your own



publisher.





Run some small classified advertisements in the Wall Street



Journal and other good publications, to get inquires. When enough



books are sold to more than cover the cost of the ads and



mailings, slowly, as the profits build up, run more and larger



ad. As sells prove your publications to be winners, you can run



full pages ads in national magazines, inviting direct orders with



a coupon included in the ads.





Remember, as you sit down to write, the information should be



about something in which you are knowledgeable and interested, or



something you have throughly reasearched. It must have some value



for the readers and they should benefit by having read it. If it



is not helpful to the reader and the benefits are not there,



sells cannot be sustained.





In summary, your book must fill a genuine need; the price



structure must be correct, there has to be a large or mass market



for the information in your book, your advertising must be



believeable, you must offer a strong guarantee, you must test



throughly before investing substantial amounts to promote and

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