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How to Start and Operate a Mail-Order Business

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ISBN-10: 0070575312

ISBN-13: 9780070575318

Edition: 4th 1987

Authors: Julian L. Simon

List price: $44.95
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Whether the reader is a newcomer starting from scratch on a shoestring budget, or an established business person looking to cash in on the mail-order boom, Julian Simon's definitive book provides A-to-Z coverage of how to plan, execute, & maintain a successful mail-order operation. Step-by-step, Simon shows how to strike it rich in mail order from selecting the right products, to promoting them effectively, to creating ads & copy that sell, & much more. In each information-packed page, the fifth edition reports on today's trends & developments in this fast-changing field, while continuing to offer the expert guidance that has stood the test of time. Readers will learn how to: Use computers,…    
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Book details

List price: $44.95
Edition: 4th
Copyright year: 1987
Publisher: McGraw-Hill Companies, The
Binding: Hardcover
Pages: 576

The Possibilities of Mail Orderp. 1
What Is the Mail-Order Business?p. 12
The Professional Method of Finding Productsp. 27
More about Finding Products to Sellp. 54
Which Products Are Best for You to Sell?p. 64
What You May and May Not Do in Mail Orderp. 71
Strategies of Mail-Order Sellingp. 92
The Tactical Decisions in Mail Orderp. 104
Calculating the Dollar Value of a Customerp. 117
Calculating Mail-Order Costs and the Order Marginp. 136
How to Key Your Advertisementsp. 146
How to Start a Classified-Advertising Businessp. 150
How to Test and Run Classified Adsp. 160
Display-Advertising Procedure and Testingp. 171
Profitable Display-Advertising Operationp. 183
The Display Advertisementp. 204
Caples on Copyp. 219
More on Copyp. 227
How to Write Potent Copyp. 235
The Direct-Mail Piece, Postage, and Resultsp. 242
Direct-Mail Copyp. 257
Direct-Mail Listsp. 264
Using Other Mail-Order Mediap. 287
How to Score with Catalogsp. 307
Follow-Up Letters to Inquirersp. 333
The Vital Brain of Mail Order: Testingp. 339
How to Produce and Print Mail-Order Advertisingp. 363
Filling Ordersp. 372
Managing Your Information System Without a Computerp. 387
Our Brand-New Miracle: The Computerp. 392
General Management of a Mail-Order Businessp. 414
How to Buy or Sell a Mail-Order Businessp. 426
Appendix A. How to Lose Money with Mail-Order Franchises and "Deals"p. 433
Appendix B. Federal Trade Commission Summary of Types of Unfair Methods and Practices, and the Mail-Order Rulep. 439
Appendix C. Copyrightsp. 451
Appendix D. Mailing-List Brokers, Consultants, and Mail-Order Advertising Agenciesp. 453
Appendix E. Technical Notes on Direct-Mail Testingp. 456
Appendix F. Types of Successful Mail-Order Businessesp. 458
Appendix G. Reading about Mail Orderp. 506
Referencesp. 512
Indexp. 527
Table of Contents provided by Blackwell. All Rights Reserved.