Friday, 4 October 2013

SUCCESS AS A CIRCULAR MAILER




Don't be taken in by those headline advertisements promising you



instant riches as a Circular Mailer! It just doesn't work that



way.





Full page, 8 1/2 x 11 circulars are meant to call attention to a



special offer, and are best used as a "follow-up ride along" when



you acknowledge or send out an order. When used in this manner,



and with just a "smattering of marketing imagination", circulars



will really bring in the profits for you. However, don't expect



to make any real money by sending out circulars per say, either



one to an envelope or half dozen or more at a time.





If you've got a number of good circulars and you're into direct



mail, arrange them into a "catalog of offers" and go full bore as



a catalog mailer. I must caution you, however, to be sure that



everyone else in mail order isn't doing the same thing with the



same circulars.





Here again, are the basic rules of success: Offer something that



came out of YOUR brain. Make it something that's just a little



bit different and more appealing than what everybody else is



offering. Draw up your own advertising circulars and send them



out to a list of people proven to be" buyers" of your kind of



offer.





We should perhaps go over that last line in different words



because it has to do with the most common mistake of all. DON'T



WASTE YOUR TIME AND POTENTIAL PROFITS TRYING TO SELL TO SELLERS.



Concentrate instead on the BUYERS! This is where the "chain



letter schemers" dupe the novices. They advise you to send



for a "mail order" mailing list, or to compile your own from



incoming mail. This ridiculous. If you do as they suggest you'll



be trying to sell to sellers, and these people either want



absolutely no part of your "big deal," or else they're into it



and have their own thing going. (For the "absolutely last word"



on chain letters, send for report #3618, "Success of Success with



Chain Letters" and book #1788 THE TRUTH ABOUT CHAIN LETTERS).





When you get an order, how do you follow-up on the sale? How



do you keep that "buyer" buying from you? Do you acknowledge your



orders with a simple postcard noting that his order has been



received and is being shipped under separate cover, or do you use



a letter that also lists some of the other products or services



and includes an 8 1/2 x 11 circular as an "extra buy of the



month?"





Stated in the preceding paragraph is enough money-making



information to make you rich, but are you listening? This is one



of the most successful, intelligent, and real money-making



methods of using circulars to build wealth. Expensive? Compared



to what? It would seem to me that if you aren't including a



circular with your acknowledgements, you're trying to save



pennies when you could be putting real profits in your bank



account!





It works with all of us. We send for something that has aroused



our interest. A couple of days later, we get a letter telling us



the order has been received and is on the way. And in that same



letter is an advertising circular telling us about something



else-- something akin to our original order, and very definitely



something else we'd like to have. We're in a good mood because



the seller has accrued us our first order is on its way, and he's



telling us about something else we want and can have as one of



his "preferred" customers. So, we reach for our checkbooks and



send in another order.





What better time is there for selling? When is the buyer going to



be in a more receptive mood? And finally, do you honestly know of



an easier way to sell? remember the old Sears and Roebuck maxim:



"When you sell a suit to a man, don't let him out the door until



you've sold him the shirt, tie and shoes to go with it." And then



there's the new car salesman who meticulously goes over each



dial, switch, and knob with his new customer, explaining what



each is for and how each one works. He even opens the truck,



points out the spare tire, and then pulls out the jack and



explains exactly how it works. Indeed, he's the leading



money-maker in that agency!





Another way to use circulars properly is as a "ride alongs" with



the order itself. You place the "ordered merchandise" in a



shipping envelope or container, and then, on top of the order, a



simple thank you note plus an advertising circular describing



something else you're offering> Even better than a simple



circular with the order is a special "preferred customer"



catalog, but that's another topic in and of itself. Circulars are



most effectively used to pull in follow-up sales. And with these



methods they'll provide you with the least expensive method of



advertising and produce the most profits of any of your selling



efforts.





Your continued success in any business endeavor depends on your



follow-up to the initial sale. Everyone knows how hard it is to



find and land new customers. Most people do a pretty good job



beating the bushes to find new customers, but after they've got



them, the sellers tend to drop the ball and let the customers



pass into obscurity. The reason is simply that they don't follow



through after the initial sale!





The new car dealer follows up his sale with a routine servicing



reminders. An advertising circular is made up and included with



each of those "reminders" the dealership sends out. Thus, the



dealership not only positions itself to maintain closer



relationships with it's buyers, it develops outstanding community



good will, and best of all, brings in new customers.





There are many effective and profitable ways to use advertising



circulars. In this report we are discussing some of the proven



methods others have used to increase their profits with



advertising, selling, plus imagination. Develop and use your own



creative talents.





Take the example of the neighborhood finance company faced with a



rising number of defaults. They decide to sponsor an on going



series of money and debt management seminars or workshops. An



advertising circular is made up and inserted as a ride along with



each monthly payment notification. The end result is a new



reputation of community awareness and willingness on the part of



the finance company to go "that extra mile" to help the citizens



in the community in which they're located. And the bottom line is



closer relationships with their customers, fewer loan defaults,



and lots of new customers because they have the reputation of



outstanding the needs of the citizens and a willingness to help!





Sales are down at your town's leading clothing store. A warehouse



or vacant store is rented for a recycled clothing outlet, and an



ad is run in the local paper asking for recycled clothing to sell



on consignment. When everything is ready an advertising circular



is made up and included in everyone's monthly statement or sent



out through the postal service via carrier route delivery. The



store in question ends up with closer customer relations, new



profits, and a lot of new customers.





Probably the best, easiest and most effective way to make money



with circulars is through a co-op mailing program. You make



arrangements with a leading department store in your area. You



supply the circulars imprinted with the store's name and on te



order coupons and you arrange for the store to process te orders



through its credit card system. A certain percentage is allowed



the store on each sale. The store includes one of your circulars



with each monthly statement it sends out, and your profits



quickly surpass your wildest dreams.





You can also make the same kind of "ride-along" arrangements for



your circulars with many of the big national mail order houses,



book clubs, and credit card companies. Remember: when you go for



"super results" you have to spend te money necessary to make them



happen.





Co-op mailers will generally not accept your circulars if they



are in direct competition with something in the mailing package



that's already being offered. They will also require that your



circulars be professionally deigned, typeset, and printed. Many



require that they be printed on coated paper and in multi-colors.



These requirements have to do with the image the co-op mailer is



trying to project and maintain, as well as the kind of response



you can expect. To make a co-op mailing with one of the larger



mailers profitable you should set 50,000 circulars as your



minimum. Try to make it 100,000 and keep at it until you're able



to go with 250,000 per mailing.





Expensive? You bet! But look at it this way: A one percent return



on a $25 offer 250,000 prospects will give you $62,5000.





Keep in mind that to succeed in business you have to advertise



in some form or fashion, and advertising circulars are one of the



least expensive forms of advertising if done properly. So use



your imagination! make your advertising circulars real



order-pulling and get them out to the people who are buyers.





Doing things properly from the start is always the first step to



real profits in any business endeavor. Getting involved in mail



order and sending out advertising circulars is no different. Step



one: Always to make sure you have something the people "want to



buy." Do some testing by running "prospect-seeking" ads in a



worldwide publication. Offer a free one or two page synopsis



about your subject, and within this report invite your prospects



to send for your primary product. You can judge from you



responses to your ads and the number of prospects you convert to



buyers whether or not the interest is great enough to go to the



expense of having circulars made. With the results of this simple



marketing research in hand you can then decide which is the more



profitable way to proceed with your circulars; whether as



"ride-along" offers with the orders you send out, or as a primary



offer in a co-op mailing program.





There are many different avenues to take and methods you can use



in order to invite at the destination of your dreams. The



important thing is to move only one step at a time, using only



your profits form the current step to progress into the next.



Read, listen, and "shake the bushes" before going into



production or signing up for anything that's going to cost you



money!





Test and check the interest in and the demand for your product.



If the interest doesn't pan out as you had hoped, re-design your



offer from a different angle. If it still doesn't spur a promise



of profits for you then discard this product idea and start



working on a new one that has more promise of success. If you'll



follow this stairway to success, you'll never get in over your



head or lose more than you can afford.





The most important "insider's secrets" to selling a product or



service is " an honest appraisal" of you prospective customers.



Discover who they are, where they are located, how large, how



badly do they want what you have to give to them, and how much



are they willing to pay for it. With the answers to these



questions in hand the risk factor to any venture you think about



launching is practically eliminated.





Remember, circulars can and should be used in your overall



business plan. Used properly, circulars can make you fabulously



rich. But by themselves or as your total selling effort, circular



mailing cost you much more than you'll ever make. Advertising



circulars should be used to generate prospects for other related



items of interest you offer, and should not generally be used as



a stand alone promotion.





Circulars can also be used to picture your product or service, to



list testimonials and endorsements form satisfied customers, and



carry your order coupon. With this method, however, your circular



becomes a "brochure" and is thought of as a basic part of your



mailing package along with a sales letter. Sales letters complete



with product brochures are special offerings in themselves; quite



expensive and always directed to specific mailing lists.





So, we more or less are back to the beginning with this



discussion. Sending out envelopes bulging with loose circulars



will not result in profits you can use for a trip around the



world or even for a night on the town! About the only thing



efforts of this kind result in is to exasperate the recipient and



cause him to throw the whole package in the trash as junk mail.



Too much paper, too many things to read about, and too many



decisions to make overwhelm and confuse the prospect. And,



sending out only one circular to an envelope will put you in the



"poor house" from postage expenditures before you get started.



Don't even give a second thought to that idea.





Finally, those people proclaiming that they have the offer to end



all offers, and inviting you to share the profits with them



simply by sending a certain amount of money for 500, 1,000, or



5,000 circulars are in reality offering you printing services.



True, you can get the circulars form them for less than it would



cost you to have them produced locally, but you still have to



stuff them into envelopes, address them to prospects, put stamps



on them, and get them in the mail. At the bottom line, after all



of this work and expense, who's making all the money? Why, the



printer of course! You do all the work of finding the buyers,



processing the orders, and then end up with only half the profits



form the sale because the printer fills the order and adds your



customer's name to his mailing list. There's



no real profit in any of these kinds of deals, and some of them



are downright rip-offs bordering on the illegal.





Attaining success takes common sense as much as anything else.



Analyze and evaluate each offer that arouses your interest. Check



it out on a small scale to see how well it actually works for



you. Determine how great the demand actually is for the offered



product. Compare the printing costs and your time/work



involvement with the probable results. And, never, ever believe



those wild claims of this or that circular pulling even a 5%



responses. It just doesn't happen that way, especially for a



newcomer to mail order.





Whenever you receive an opportunity to get on a new money-making



opportunity, particularly involving the sending out of circulars,



look over. Do some basic market research, and then test it as a



"ride-along" with your current offers. Be certain that the seller



isn't attempting to "use you" to promote his own ambitions.





Unless all your marketing questions can be answered in your



favor--unless you can really and truly believe in the product



you're offering and you can see the opportunity for a real profit



margin--and unless you really feel good and proud of the



opportunity being offered you--then DO NOT invest your money or



time!





Exercise your options of free choice. Check out the "profits



secrets" to selling anything and with everything you decide to



sell. And the, once you decide on the product or service you want



to sell, go "all out" with a step-by-step effort to achieve the



full potential of that particular opportunity. Advertising



circulars can and will help you, but they'll only do for you in



proportion on the "basics" that you exercise in using them.





Be sure of your customer's desire for your product. Make up your



advertising circulars with an appeal that answers the wants and



needs of your prospective clients. Use common sense and proven



methods of reaching those customers with your advertising



circulars. And once you have a customer on the line, stroke him



and make him your customer for life!





We know it works. It works for us and it'll work for you. Hang in



there and keep alert to what's really turning people's heads. Our



best wishes for your continued success.

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