Multi-level marketing is definitely the way to go for people
aspiring to have more than just enough to get by on. Most of the
world's leading economic forcasters say that by the turn of the
century, fully 75% of the world's consumer business will be
conducted via multi-level marketing plans.
The thing to do is to learn all you can about this method of
selling how it works, and why it works--and then to get going
with a multi-level marketing program that can accumulate a
fortune for you. Make no mistake about it, multi-level marketing
has made a lot of people very rich already, and will make a lot
more people even richer in the coming years.
Multi-level marketing is based upon the idea of each person
involved selling only to his or her friends, with each of these
people in turn, introducing their friends into the program. It's
definitely an "endless chain" idea that has unlimited
money-making potential.
Theoretically, everybody knows or comes into contact with an
average of 100 different people each week. If only 10 of those
people were to give you $10 per week, you would have an income of
$100 per week. And then, if these people were to duplicate your
efforts, passing back to you, $1 for each new person they
enlisted into the program, and then each person recruited
perpetuated the program, you income would soon be astronomical!
Undoubtedly, you've heard the story of how you can become rich
simply by saving a penny a day, and doubling it each day for 30
days. and then, there are the pyramid or chain letter schemes
that we've all been offered. Multi-level marketing, in principle,
works the same way, with the only difference being in the product
offered for sale.
All of these programs work to some degree--because there are
government restrictions and laws against the perpetuation of
these ideas--most of them make a big splash when they are first
introduced, and then quickly die out. However, the concept of
initiating a program that sells itself via an endless chain will
always be popular because it holds the promise of bringing riches
if only the chain isn't broken.
So, multi-level marketing appeals to everybody because it's an
opportunity for all the participants to get rich with a minimum
investment, and very little time or effort or involvement.
It works because everybody wants to become rich. it's an idea
that anyone--regardless of education, background or basic
financial status--can perpetuate from the privacy of his or her
own home.
The basic fallacy of multi-level marketing is in the number of
people each individual participant can easily enlist into the
program. After you've talked to all your relatives, your
neighbors, co-workers, and friends across town, you're more or
less stymied as to new people to bring into the program.
The bottom line is simply that you cannot recruit everybody you
talk to--in fact, if you enlist 10% of the people you attempt to
interest in the program, you'll be doing very well. You're going
to get some rejections, and these rejections are basically what
turns most people off--deflates their ego, drains their
enthusiasm, and in the end, is the primary reason they drop out.
Regardless of what you sell, you must always have a gaol in
mind--you intend to sell 10 units of a product or recruit 10 new
people into your program between now and the first of the month.
you've got to believe that you can do it--want to do it--and then
get out and beat the bushes until you do it! Once you've achieved
this first gaol, you should take a day off and reward yourself
with a night on the town or the splurging you've always wanted.
But then, after setting a goal for yourself, and then proving
that you can achieve it, you should set a new gaol for yourself--
if you recruited 10 new people into your program last month, then
this month, you're going to bring in 15 new members.
You're going to make the really big money in multi-level
marketing by selling "business start-up kits," and not really
from spending time inspiring or motivating the people you've
already brought into the program. In other words, sell the
program to as many people as possible, and count on the
motivational/money-making opportunities with-in your dealer
start-up kit to cause them to put forth the effort to get out and
try to make some money on their own. In the end, and as the old
saying goes: you can lead a horse to water, but you can't make
him drink it--any time and or energy spend "calling back" on the
people you've already sold, is going to cost you money and limit
your gross income. To be successful in selling--and this is the
secret to multi-level riches--you must present your program to as
many people as possible. Close the sale with your first
presentation, and let the buyer either get with it, or die from
his own lack of initiative.
It's as simple as that--the more people you present your program
to, the more sales you're going to make. Don't worry about the
people who have already bought from you--they either will or they
won't and there's nothing you can do about it.
Obviously, if you spend all your time on the telephone inviting
people over to a Special Opportunity Party at your house, and
then another 3 -hours presenting your program to them, it's going
to take you a long time to present your program to 10,000 people
and make $10,000...
And, your costs to rent a hall--advertise--and present a seminar
progarm--will amount to more than you take in. If you have the
initial promotional abilities, the credit and/or cash, and a
really dynamic program--you can make it big, and quickly, by
staging seminar-type meetings at the rate of 3 to 5 per week.
Still, this is expensive and time consuming-- a lot of work on
your part, and not the easiest, most profitable way to go.
The only logical way to go--to reach as many people as possible
for the least amount of money and effort on your part--is via the
mails. In other words, the marrying of your multi-level marketing
efforts to mail order will be the least expensive and most
profitable for you.
You can spend out 50,000 sales letters and multi-level program
brochures in one month, and theoretically make $50,000 from an
expenditure of $10,000 or less--a return of $5 for every dollar
invested, which isn't bad...
Here's our recommendation:
1) Write a short, one-page report outlining the basic Success
Secrets of muli-level marketing. You can tag-line this report
with an invitation for the readers to send for a complete or more
detailed manual or tape relative to multi-level how-to; a
directory or current listing of money-making multi-level
programs; or even a listing of other reports relative to
money-making home-based businesses you have for sale.
2) Once you have such a report, the next thing for you to do is
advertise. Write an ad such as: FREE REPORT!... Money-making
secrets of multi-level marketers. SASE to Your name, address,
city, state, zip.
3) Place this ad in one of the national publications carrying
lots of mail order advertisements--such as The National Inquirer,
American Business, Money-making Opportunities, Entrepreneur,
Income Opportunities, Speciality Salesman or any one of the
hundreds of other such publications. It is our recommendation
that you contract to run such an ad over three issues. This will
give your ad maximum exposure, and should result in an
overwhelming number of responses for you.
4) In reply to each SASE you receive, first list the name and
address of each respondent, along with the date received and what
you send back to them, on 3 by 5 cards. Arrange these cards in
zip code and alphabetical order, and store them in an old shoe
box. Then, you take your one page report and along with your
multi-level marketing brochure--your program--you stuff the
envelopes and drop them off in your nearest mail box.
If you ad runs in the National Inquirer, you could expect to get
1,000 or more responses each time it runs. So far, your cost is
for the ad--the printing of the one page report--and your
multi-level program brochures. From these 1,000 free reports you
send out you should be able to convert about 300 into new members
into the multi-level program you're promoting.
Thus, for an initial cost of $30 for the ad--$100 for the MLM
brochures--and the time it takes you to stuff the envelopes--300
buyers at $10 each will give you a gross of $3,000... And that's
how you parlay your multi-level program into a fortune, using
mail order selling techniques.
One very important thing to always remember relative to starting
a new business: You cannot take any money coming in from you
business advertising, and use it to pay your "everyday" bills. In
other words, you cannot expect to use this money to live on---you
have to pour it back into your business to perpetuate that flow
of income.
Whenever you advertise, in addition to replies to your offer, you
can expect a "ton of mail" from other people trying to interest
you in what they're selling. Basically, you should go thru all of
this "junk mail' and look over, save the stuff that looks
interesting, is well done, or that you can learn from, and
perhaps "lift" some ideas from for use in your own selling
efforts.
Compile the names of the people and/or companies sending these
offers to you. Just as with those replying to advertised offer,
jot down the date and a short description of the material
received--and then send them a sales letter/brochure about your
multi-level program. In sending out sales letter/brochures to
thee people, you don't have to send them out immediately. You can
list these people in an "incoming offer notebook," and then
include them with your regular direct mail packages you send out.
But for sure, clip the stamps and save the incoming envelopes
along with those from your bona fide replies.
5) So you've spent $150 and made about $3,000 in a period of
about three months. Now you want to perpetuate this income, and
build it to twice that amount coming in every month. What you do
is take the income from that first ad, and increase your
advertising. In other words, use it to buy ad space in as many
other publications as possible.
If you first $150 brought in $3,000 from exposure in just one
publication, $2,000 will bring you $50,000 from exposure in 10
different publications. Continue multiplying your advertising
exposure and it won't be long before you will be "snowed under"
with dollar bills, checks and money orders. remember this though,
you cannot really spend any of that money on yourself until the
business is bringing in several thousand dollars per month on a
regular basis. You have to pour it back into the business in
order to allow your business to reach its full potential.
6) Make up a one-page "Money Tree" circular, similar to ours
which included a reference material within this report. Be sure
that you keep the cost to "find out about your program" to $2 or
less. Then, with a listing of money making reports such as
ours--printed on the back of your "Money Tree" circular--shotgun
this out to as many people as possible.
We've had outstanding success handing them out at local shopping
centers, passing them out door-to-door, and by including them as
"ride-alongs" with our bulk junk mailing program. The important
thing again, is to present your offer to as many different people
as possible--particularly to those people with an itch to get
rich quick...
In addition to circulating you "Money Tree" flyers by hand, you
should rent or buy-on a regular basis--as many different mailing
lists on income opportunity seekers as you can afford, and
shotgun one of your circulars to each of these names. The
publisher of this report (PREMIER) has names and addresses of
customers for $35 per thousand, on peel and stick labels. You can
also find inexpensive mailing list suppliers in just about any
publication that carries mail order advertising.
For sure, you should spend the money to obtain a 3rd class bulk
rate mailing permit, and then use it to send out all your
mailings. Start by sending out 250 pieces per week, and then
gradually increase your volume to the point where you're sending
out 5,000 or more pieces per week, and you'll be in business.
7) So the secrets to getting rich in mail order have to do with
presenting a free offer most people will find hard to pass up.
You make your money from whatever you send out in reply to the
people taking you up on the free offer.
You send them a copy of the free report, plus your multi-level
marketing brochure. You can stop there if you want, but there's
lots more money to be made just from these initial efforts.
Follow-up offers to people who, themselves are out beating the
buses attempting to drum up extra income, is the way the game is
played. So, when you receive all these names nd addresses of
people interested in receiving a report on multi-level marketing,
you compile the names and rent or sell them to other multi-level
operators.
Besides including your "Money Tree" circular, and the mailing
list rental offer, you should also include a one page circular
describing and offering for sale, a listing of your money-making
reports. And then, by soliciting co-op mailings from other mail
order operators, you'll have a "pretty full" envelope of offers
going out.
Finally, the one thing you must always bear in mind is how your
mailing package looks to the person receiving it. Your envelopes
should be professionally printed with your return address--your
sales letters should be written to impress the recipient; no
misspelled words or smudges from erasures or worn out
typewriters; and the eye-appeal of your coupons or offers which
are included; and by all means, the quality of your multi-level
brochure. Although multiple colored printing does tend to pull
better that just black and white, you can do very well starting
with just black and white materials so long a the image you
project is all professional. Photo-copying your offers hoping for
the best, just won't do. The more affluent you appear to be, fro
your envelope to each offer contained within, the better your
chances of making a sale.
So, that's how it's done--you can take these methods of how we've
done it, maybe even improve upon them a bit, and make tons of
money--or you can set everything aside and tell yourself that
you'll get started on it next week. The thing is, the
instructions are valid and the opportunity is here and
now--whatever you do is up to you.
HOW AND WHERE TO ADVERTISE
More than anything else, the key to success in business depends
on how and where to advertise. You must advertise or forever
remain unknown. If you have "the better mousetrap," you have to
let people know about it, or your ideas and efforts will come to
nothing.
Everybody seemingly has an idea for a product, a service or a
"how to" manual of some kind. Many people spend half of their
lives perfecting a product, learning how to perform a special
service, or writing a book--only to end up penniless and
heartbroken because "no one beats a path to their door" to buy
whatever it is they are trying to sell.
In most cases, it's a matter of whether you want to "go down in
history" as just another inventor, hard-worker, author or want to
"sell a product and enjoy the rewards."
Always do some basic common sense product analysis and market
research before you begin building, learning or putting together
something you want people to buy. The same kind of "research'
will save your time, frustration, and money, if you apply the
same principles to every "selling opportunity" that arouses your
interest.
Make a check list of questions that must be answered before you
embark upon any project or get too deeply involved in any selling
situation. Such a checklist should answer the following
questions:
1) Who will I sell it to?
2) Do these people really want, and need it?
3) How large is the market?
4) How will I reach these people and get them to buy?
5) Is anyone else selling a similar product, service or book?
6) What makes my product and strategies different?
7) Can I supply the product at a price the customer will pay, and
still make a profit for myself?
8) How much time, effort and money will I have to invest in order
to reach my profit goals?
9) Do i have the resources, and the stamina to carry this idea
thru to success?
Once you've answered these questions--completed this bit of basic
product analysis and market research--then you can start planning
exactly how you intend to sell it, and map out your advertising
strategy from there. You'll find success in selling effort, much
easier, and much more profitable, if you honestly and objectively
answer these "check list" questions before you begin.
It's absolutely imperative that you analyze the product, and
profile your prospective customer--the saleability of your
product, and the demand for such a product by the people you want
to buy. One other thing, don't ever overlook or "poo pah" your
real and/or imagined competition.
When people neglect to analyze the product, and answer the basic
research questions, they're almost certainly doomed to failure.
these are precisely the reasons for failure almongst people who
attempt to start a mail order business. We literally get tons of
mail order offers for products that are losers; and even offers
from people trying to sell us our own material and/or related
items which we can buy at wholesale prices.
When Sears & Roebuck send out a new catalog or sales circular, do
you "really" think they send one to Montgomery Ward? Another
thing, this "we're all friends and in the same business, so you
buy from me and I'll buy from you" philosophy may keep you busy
and you mailbox full, but it'll never results in profits on your
P&L sheet. Advertise in the media that reaches your buyers, and
send your direct mail materials to people likely to but--not
sellers.
Remember, your first task is to determine who your most likely
customers are, and then design your advertising campaign to reach
those specific people. Generally, you wouldn't try to sell
pantyhose with an ad in a care care magazine, or socket wrenches
with an ad in a magazine for bride-to-be.
In other words, design your advertisements to appeal to "your
kind of customer,"--send $5 for our report on HOW TO WRITE ORDER
PULLING ADS--and then, place these advertisements in the
publications these people buy and read. If you're selling gift
items, crafts and other merchandise, advertise in those kinds of
publications--general merchandise catalogs catering to that kind
of buyer. If you're wanting to recruit sales people, dealers and
distributors, place your ads in publications reaching people
looking for these kinds of opportunities.
I don't recommend that you begin, or attempt to launch your
business via direct mail, but when the time comes for you to
expand into direct mail, be discriminate--select mailing lists
for your type of customer. Do-it yourselfers for shop tools,
cosmetics buyers for jewelry and self adornment merchandise,
how-to-book buyers for your crafts, hobbies and self-improvement
books, opportunity seekers for business start-up manuals, and
proven advertisers for your publications.
So, when you read in a business success article that you should
place your ad in publications carrying similar ads--the advice
given is "place your ads in publications reaching your kind of
buyer." Just because it's a publication reaching mail order
people and you're selling imported gift items by mail, doesn't
mean your ad will pull from exposure in that publication. Always
add one more answer: Does it reach a large number of the type of
buyers I'm selling to?
Definitely, this is where many mail order entrepreneurs go wrong,
and very definitely, this is the fallacy of advertising in the
M/O ad sheets. Analyzing the type of people a publication
reaches; and the loyalty as well as true interest of a
publication's readers; and then determining whether or no they'll
respond to your ad, is easy if you will just ask yourself a few
common sense questions.
Mail Order Ad Sheet: These reach beginning and small mail order
dealers...Their appeal is largely egotistical to see the
advertiser's name/ad in print--read by other mail order dealers
to see who is advertising, what's be advertised, and for the
accumulation or compiling mail lists. very little if any response
for the recipients who are looking, not for things to buy, but
for shortcuts to more profits.
Mail Order Tab Sheets: These reach basically the same audience as
the M/O Ad Sheets...Generally more appealing because of the
"instructional" articles and greater space devoted to mentioning
who's doing what/names in print & free publicity. Rate these
according to the "information" being passed along in articles.
Usually, these publications pull a greater response than the ad
sheets, but still, they're largest audience is one made up of
sellers.
Mail Order Dealer Catalogs: These reach the mail order dealers,
plus a very large segment of specific buyers--generally related
to the overall kind of merchandise offered within the catalog.
Unless there are "business building" articles, the recipients
generally toss them aside after a quick glance...These are very
good showcases for your dealer/distributor ads, and if it's an
"established" merchandise catalog of the kind of product you're
selling, these catalogs can be very good advertising outlets for
you...
Extra Income Magazines, such as Money Making Magic, Venture and
Entrepreneur: These publications individually reach a very loyal
basic subscriber list, most of the people wanting or hoping to
get started with, or already involved in a sparetime extra income
project, and tremendously large number of "first time" readers
with each issue. Look for, and rate them according to the balance
of actual "business building" articles they carry, in
relationship to their advertising--and overall, according to the
quality of the publication as well as the audience each trying to
reach--do the articles really help you, or are they "publicity
write-ups" for the advertisers... You'll find that these
magazines are retained, and referred to by the recipients for
years...In almost every case, you can expect a good response from
your ads placed in one of these magazines--provided you've got a
good ad and it's geared to the readers of that particular
magazine.
Remember: The bottom line is knowing your type of
buyer--presenting your product or opportunity in a style that
appeals especially to that type of buyer--and then placing your
ad in the publication reaching your kind of a buyer.
Cooking magazines for recipes; mechanical opportunity in the
mechanics magazines; self-improvement books and merchandise in
general merchandise catalogs; and income opportunities in
business-building, self-help magazines such as Money Making
Magic!
Besides matching the profile of your customer with the
demographics of the publication, it's also important that you
match your selling prices within the average price range of
everything else offered in that publication. Running an ad to
sell a book at $65 in a publication featuring $20 books, probably
won't pull for you. By the same toke, any ads attempting to
promote "re-production type" reports in a magazine selling $50
books, probably won't bring very many responses for you either.
To achieve success--know your product, profile your prospective
buyer, design advertising that appeals to the self interest of
that specific kind of buyer; and place your ads in publications
reaching those kinds of buyers. If you're trying to sell by
direct mail, send your offers to prospective buyers--not sellers
of the same type of materials you're attempting to sell.
Very few people recognize a legitimate opportunity, even when you
hit then over the head with it--even so, unless you've got
something REALLY NEW, and a deal that really is THE OPPORTUNITY
OF A LIFETIME, save your money and don't try to push your program
onto other mail order dealers who may already be selling it.
Assuming that you "know" your typical customer, and the best
media to reach this kind of customer, the next step is putting
your ad together. It's said millions of times before, but it's
important that you UNDERSTAND, and REMEMBER: Your ad MUST appeal
to the self-interest of your prospect. It must somehow be
different, and better, than all the others,particularly if your
product is being advertised in the same publication by other mail
order dealers.
Nothing beats originality. Write your ads from a different angle.
Lead off with the answer to every customer's most important
question: What will I get if I send in my money?
Use words to paint pictures of success, wealth and happiness.
Eliminate the customer's fears of being taken or ripped off.
Picture yourself in your prospective customer's shoes, and give
him real reasons to send his money to you. And finally, make it
easy for him to order--call toll free; use your bank card; order
now and we'll bill you later; self-addressed envelope.
Don't be too determined to sell your primary product from your
ad. Chances are, if it's as good as you say it is, and you really
want to make big profits, you should use a sales letter 4-or more
pages in length. Consider a "leader" item, and run an ad such as
this: FREE RAGS TO RICHES MAIL ORDER OPPORTUNITY guide! Send your
name, address, zip code & two first class stamps.
Then in response to all takers of this Free Offer, include the
complete sales letter, brochure, order form, and self-addressed
return reply envelope with the booklet you send out. Using this 2
step method, some people have attained 60 and 70 percent sales
for their primary product.
Another angle? FREE BOOK! Mail Order Millions From A Shoestring
Beginning! Send your name, address, and zip code, along with $1
for shipping and handling.
In response, you send out the book and a sales letter inviting
the recipient to avail himself of your mail order business
consulting services.
Again, the rules are: Determine who you want for a customer. Get
his undivided attention, and then sell your product or service.
Simple, easy, and it works every time. All it takes is a little
bit of common sense on your part!
A small, inexpensive classified ad offering a "most wanted"
leader item, followed up with a dynamic sales letter...and your
success is virtually guaranteed! As a means to an end,
particularly if you're wanting to enlist people to sell your
product for you-
Start an ad sheet--run exchange with every ad sheet publisher in
the country--there are literally thousands of them. (Send $1 for
our listing of mail order publications...)
But, instead of running ads to promote your ad sheet, run your
"leader item" offer and follow up with your sales letter on your
primary product. From this, you'll get fantastic FREE exposure;
inquires from people you can actually sell to; and the virtual
"no-cost" establishment of a nationwide sales force to promote
your business.
Do chain letters really work? In no way, form or fashion! But,
this method of running your "leader item" ad as an exchanged ad,
will work--and besides, it's legal! The end result will be what
the chain letter promoters are promising you--People all over the
country promoting and selling your business for you.
You can't do it all by yourself. You must multiply yourself--get
other people to help you, and present your product offer to as
many potential customers as possible. And so long as you're
working from a limited budget, there's no way on this green earth
you can afford the kind of advertising costs necessary for
overnight success! Send $5 for our report, HOW TO BUILD A
NATIONWIDE DEALER AND/OR DISTRIBUTOR NETWORK.
Finally, comes the moment of truth. Do you have what it
takes--the ability to go on studying, learning, and adapting--the
dedication and the stamina to last thru to the kind of success
you want?
It's important that you do your homework--product analysis and
market research--the rest is merely common sense. You've got it,
now use it! For sure, it won't be easy work ahead, and lots of
comprehension required--but you CAN do it, and the end result
will be well worth the investment. After all, what have you got
to lose but a try at total success?
From here on out, the ball is in your court and investment of
some kind of action on your part is required...
on how and where to advertise. You must advertise or forever
remain unknown. If you have "the better mousetrap," you have to
let people know about it, or your ideas and efforts will come to
nothing.
Everybody seemingly has an idea for a product, a service or a
"how to" manual of some kind. Many people spend half of their
lives perfecting a product, learning how to perform a special
service, or writing a book--only to end up penniless and
heartbroken because "no one beats a path to their door" to buy
whatever it is they are trying to sell.
In most cases, it's a matter of whether you want to "go down in
history" as just another inventor, hard-worker, author or want to
"sell a product and enjoy the rewards."
Always do some basic common sense product analysis and market
research before you begin building, learning or putting together
something you want people to buy. The same kind of "research'
will save your time, frustration, and money, if you apply the
same principles to every "selling opportunity" that arouses your
interest.
Make a check list of questions that must be answered before you
embark upon any project or get too deeply involved in any selling
situation. Such a checklist should answer the following
questions:
1) Who will I sell it to?
2) Do these people really want, and need it?
3) How large is the market?
4) How will I reach these people and get them to buy?
5) Is anyone else selling a similar product, service or book?
6) What makes my product and strategies different?
7) Can I supply the product at a price the customer will pay, and
still make a profit for myself?
8) How much time, effort and money will I have to invest in order
to reach my profit goals?
9) Do i have the resources, and the stamina to carry this idea
thru to success?
Once you've answered these questions--completed this bit of basic
product analysis and market research--then you can start planning
exactly how you intend to sell it, and map out your advertising
strategy from there. You'll find success in selling effort, much
easier, and much more profitable, if you honestly and objectively
answer these "check list" questions before you begin.
It's absolutely imperative that you analyze the product, and
profile your prospective customer--the saleability of your
product, and the demand for such a product by the people you want
to buy. One other thing, don't ever overlook or "poo pah" your
real and/or imagined competition.
When people neglect to analyze the product, and answer the basic
research questions, they're almost certainly doomed to failure.
these are precisely the reasons for failure almongst people who
attempt to start a mail order business. We literally get tons of
mail order offers for products that are losers; and even offers
from people trying to sell us our own material and/or related
items which we can buy at wholesale prices.
When Sears & Roebuck send out a new catalog or sales circular, do
you "really" think they send one to Montgomery Ward? Another
thing, this "we're all friends and in the same business, so you
buy from me and I'll buy from you" philosophy may keep you busy
and you mailbox full, but it'll never results in profits on your
P&L sheet. Advertise in the media that reaches your buyers, and
send your direct mail materials to people likely to but--not
sellers.
Remember, your first task is to determine who your most likely
customers are, and then design your advertising campaign to reach
those specific people. Generally, you wouldn't try to sell
pantyhose with an ad in a care care magazine, or socket wrenches
with an ad in a magazine for bride-to-be.
In other words, design your advertisements to appeal to "your
kind of customer,"--send $5 for our report on HOW TO WRITE ORDER
PULLING ADS--and then, place these advertisements in the
publications these people buy and read. If you're selling gift
items, crafts and other merchandise, advertise in those kinds of
publications--general merchandise catalogs catering to that kind
of buyer. If you're wanting to recruit sales people, dealers and
distributors, place your ads in publications reaching people
looking for these kinds of opportunities.
I don't recommend that you begin, or attempt to launch your
business via direct mail, but when the time comes for you to
expand into direct mail, be discriminate--select mailing lists
for your type of customer. Do-it yourselfers for shop tools,
cosmetics buyers for jewelry and self adornment merchandise,
how-to-book buyers for your crafts, hobbies and self-improvement
books, opportunity seekers for business start-up manuals, and
proven advertisers for your publications.
So, when you read in a business success article that you should
place your ad in publications carrying similar ads--the advice
given is "place your ads in publications reaching your kind of
buyer." Just because it's a publication reaching mail order
people and you're selling imported gift items by mail, doesn't
mean your ad will pull from exposure in that publication. Always
add one more answer: Does it reach a large number of the type of
buyers I'm selling to?
Definitely, this is where many mail order entrepreneurs go wrong,
and very definitely, this is the fallacy of advertising in the
M/O ad sheets. Analyzing the type of people a publication
reaches; and the loyalty as well as true interest of a
publication's readers; and then determining whether or no they'll
respond to your ad, is easy if you will just ask yourself a few
common sense questions.
Mail Order Ad Sheet: These reach beginning and small mail order
dealers...Their appeal is largely egotistical to see the
advertiser's name/ad in print--read by other mail order dealers
to see who is advertising, what's be advertised, and for the
accumulation or compiling mail lists. very little if any response
for the recipients who are looking, not for things to buy, but
for shortcuts to more profits.
Mail Order Tab Sheets: These reach basically the same audience as
the M/O Ad Sheets...Generally more appealing because of the
"instructional" articles and greater space devoted to mentioning
who's doing what/names in print & free publicity. Rate these
according to the "information" being passed along in articles.
Usually, these publications pull a greater response than the ad
sheets, but still, they're largest audience is one made up of
sellers.
Mail Order Dealer Catalogs: These reach the mail order dealers,
plus a very large segment of specific buyers--generally related
to the overall kind of merchandise offered within the catalog.
Unless there are "business building" articles, the recipients
generally toss them aside after a quick glance...These are very
good showcases for your dealer/distributor ads, and if it's an
"established" merchandise catalog of the kind of product you're
selling, these catalogs can be very good advertising outlets for
you...
Extra Income Magazines, such as Money Making Magic, Venture and
Entrepreneur: These publications individually reach a very loyal
basic subscriber list, most of the people wanting or hoping to
get started with, or already involved in a sparetime extra income
project, and tremendously large number of "first time" readers
with each issue. Look for, and rate them according to the balance
of actual "business building" articles they carry, in
relationship to their advertising--and overall, according to the
quality of the publication as well as the audience each trying to
reach--do the articles really help you, or are they "publicity
write-ups" for the advertisers... You'll find that these
magazines are retained, and referred to by the recipients for
years...In almost every case, you can expect a good response from
your ads placed in one of these magazines--provided you've got a
good ad and it's geared to the readers of that particular
magazine.
Remember: The bottom line is knowing your type of
buyer--presenting your product or opportunity in a style that
appeals especially to that type of buyer--and then placing your
ad in the publication reaching your kind of a buyer.
Cooking magazines for recipes; mechanical opportunity in the
mechanics magazines; self-improvement books and merchandise in
general merchandise catalogs; and income opportunities in
business-building, self-help magazines such as Money Making
Magic!
Besides matching the profile of your customer with the
demographics of the publication, it's also important that you
match your selling prices within the average price range of
everything else offered in that publication. Running an ad to
sell a book at $65 in a publication featuring $20 books, probably
won't pull for you. By the same toke, any ads attempting to
promote "re-production type" reports in a magazine selling $50
books, probably won't bring very many responses for you either.
To achieve success--know your product, profile your prospective
buyer, design advertising that appeals to the self interest of
that specific kind of buyer; and place your ads in publications
reaching those kinds of buyers. If you're trying to sell by
direct mail, send your offers to prospective buyers--not sellers
of the same type of materials you're attempting to sell.
Very few people recognize a legitimate opportunity, even when you
hit then over the head with it--even so, unless you've got
something REALLY NEW, and a deal that really is THE OPPORTUNITY
OF A LIFETIME, save your money and don't try to push your program
onto other mail order dealers who may already be selling it.
Assuming that you "know" your typical customer, and the best
media to reach this kind of customer, the next step is putting
your ad together. It's said millions of times before, but it's
important that you UNDERSTAND, and REMEMBER: Your ad MUST appeal
to the self-interest of your prospect. It must somehow be
different, and better, than all the others,particularly if your
product is being advertised in the same publication by other mail
order dealers.
Nothing beats originality. Write your ads from a different angle.
Lead off with the answer to every customer's most important
question: What will I get if I send in my money?
Use words to paint pictures of success, wealth and happiness.
Eliminate the customer's fears of being taken or ripped off.
Picture yourself in your prospective customer's shoes, and give
him real reasons to send his money to you. And finally, make it
easy for him to order--call toll free; use your bank card; order
now and we'll bill you later; self-addressed envelope.
Don't be too determined to sell your primary product from your
ad. Chances are, if it's as good as you say it is, and you really
want to make big profits, you should use a sales letter 4-or more
pages in length. Consider a "leader" item, and run an ad such as
this: FREE RAGS TO RICHES MAIL ORDER OPPORTUNITY guide! Send your
name, address, zip code & two first class stamps.
Then in response to all takers of this Free Offer, include the
complete sales letter, brochure, order form, and self-addressed
return reply envelope with the booklet you send out. Using this 2
step method, some people have attained 60 and 70 percent sales
for their primary product.
Another angle? FREE BOOK! Mail Order Millions From A Shoestring
Beginning! Send your name, address, and zip code, along with $1
for shipping and handling.
In response, you send out the book and a sales letter inviting
the recipient to avail himself of your mail order business
consulting services.
Again, the rules are: Determine who you want for a customer. Get
his undivided attention, and then sell your product or service.
Simple, easy, and it works every time. All it takes is a little
bit of common sense on your part!
A small, inexpensive classified ad offering a "most wanted"
leader item, followed up with a dynamic sales letter...and your
success is virtually guaranteed! As a means to an end,
particularly if you're wanting to enlist people to sell your
product for you-
Start an ad sheet--run exchange with every ad sheet publisher in
the country--there are literally thousands of them. (Send $1 for
our listing of mail order publications...)
But, instead of running ads to promote your ad sheet, run your
"leader item" offer and follow up with your sales letter on your
primary product. From this, you'll get fantastic FREE exposure;
inquires from people you can actually sell to; and the virtual
"no-cost" establishment of a nationwide sales force to promote
your business.
Do chain letters really work? In no way, form or fashion! But,
this method of running your "leader item" ad as an exchanged ad,
will work--and besides, it's legal! The end result will be what
the chain letter promoters are promising you--People all over the
country promoting and selling your business for you.
You can't do it all by yourself. You must multiply yourself--get
other people to help you, and present your product offer to as
many potential customers as possible. And so long as you're
working from a limited budget, there's no way on this green earth
you can afford the kind of advertising costs necessary for
overnight success! Send $5 for our report, HOW TO BUILD A
NATIONWIDE DEALER AND/OR DISTRIBUTOR NETWORK.
Finally, comes the moment of truth. Do you have what it
takes--the ability to go on studying, learning, and adapting--the
dedication and the stamina to last thru to the kind of success
you want?
It's important that you do your homework--product analysis and
market research--the rest is merely common sense. You've got it,
now use it! For sure, it won't be easy work ahead, and lots of
comprehension required--but you CAN do it, and the end result
will be well worth the investment. After all, what have you got
to lose but a try at total success?
From here on out, the ball is in your court and investment of
some kind of action on your part is required...
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