mailed a month
after the inquiry was received, and another month after that.
Follow-up sales are where you are going to MAKE YOUR FORTUNE. Your classified draws the
inquiries, the first order establishes a good customer, and the rest of the orders are pure
gold. Testing is the only way to find which plan works best for you in getting orders. You'll
need to find out which sales packet works best, and how often to make mailings.
THE RESPONSE PACKAGE
A typical mail order package - called a conversion - consists of a personal letter, a
brochure, an order form, and a return envelope. How elaborate you wan to make your conversion
depends on how successful your product is selling and how much money you want to invest.
Always start small. A simple one-page offer can work as well as a fancy catalog. After
you've built up a few good selling products, you might print up a single page brochure or
catalog. Even at that, you don't have to go to color unless your product warrants it.
You don't need an advertising agency to put together your sales packet, but you can use
one if you want. Be sure to investigate the type of agency and what it can do for you. You
should have an agency with a proven background in mail advertising, and you must take a good
look at what has already been produced. Talk with clients and see if the agency pulled through
for them.
Why don't you need an ad agency? Because you can produce all the sales literature you
need. You are the best sales person for your product because YOU KNOW IT. If you have done
the proper research, you have already found out what the competition is, how much their products
cost, and what sales appeals they are sending out.
As in placing and writing classified ads, do what the competition is doing. Although you
shouldn't - and can't, legally - take directly from them, you certainly can copy the format
and general ideas they project.
If somebody has been selling something successfully for years, do the same thing. Adapt
your product to fit. Of course, you can't convert a sales pitch for surplus goods to an appeal
for a self-improvement book, but take notice of WHAT SELLS PRODUCTS.
HOW TO PREPARE SALES LITERATURE
The sales letter promotes you as well as your product. It is a personal appeal to a
potential buyer. You want the person to feel special and have a reason not only to look through
the rest of the literature, but TO BUY YOUR PRODUCT.
The appearance of the sales letter is the most important aspect. It should be on company
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