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Success as a Circular Mailer
SUCCESS AS A CIRCULAR MAILER
Don't be taken in by those "big 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 - but don't expect to make any
real money by sending out circulars per se, either one to an
envelope or half a 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 - something that's just a little bit
different and more appealing than what everybody else is offering.
Make up your own advertising circular, and send them out to a list
of people proven to be "buyers" of your kind of offer.
Perhaps we should go over that last line in different words because
it has to do with the most common mistake of them all - Don't waste
your time and potential profits trying to sell to sellers.
Concentrate instead on the most likely 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 is ridiculous because 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 already into it and got their own thing giong. For the
"absolutely last word" on chain letters, send for my report on
Secrets of Success With Chain Letters.
When you get an order, how do you follow-up on that 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 your other products or services,
which also includes an 8 1/2 x 11 circular as an "extra buy of the
month"?
Stated there, in that last paragraph, is enough money-making
information to make you rich - but are you listening? This is one
of the proper, 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 order
acknowledgments, 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 assured 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 check books, and send him 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, 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 trunk, 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 "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 then, that's
getting into the subject of catalogs.
Circulars are most effectively used to pull in follow-up sales. And
with methods of these kinds, they'll bring you the cheapest and 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 - and most people do a pretty good job
beating the bushes to find new customers - but after they've got
them, they - the sellers - tend to drop the ball and let these new
customers pass into obscurity. The how and why is simply that they
don't follow through after that initial sale!
The new car dealer follows up his sales with routine servicing
reminders. Suddenly, one of his salesmen writes a booklet on how to
get better gas mileage - an advertising circular is made up, and
included with each of those "reminders" the dealership sends out -
Thus, this dealership not only positions itself to maintain closer
relationships with its buyers, it develops out-standing community
good will, and best of all - brings in new customers.
There are many very effective and profitable ways to use advertising
circulars - We're discussing in this report, some of the proven
methods others have used to increase their profits with the use of
advertising circulars. Success in business demands knowledge - in
marketing, advertising and selling, plus imagination - develop and
use your own creative talents!
The neighborhood finance company is 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 sent as "ride-alongs" with each 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 understanding 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 - an ad is
run in the local paper asking for recycled clothing to sell on
consignment, and then, when everything is ready, an advertising
circular is made up and included in everyone's monthly statement or
sent out 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 on the order coupons -
you arrange for the store to process the orders through its credit
card system, and to allow the store a certain commission 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. The thing is, when you go for
"super results," you have to spend the 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 designed, typeset, and printed. Many require that
they be printed on coated paper, and in multi-colors. All of which,
has 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 to 250,000 prospects will give you $62,500...
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-pullers -
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 is always to make sure you have something the people "want
to buy." Do some testing by running "prospect-seeking" ads in a
worldwide publication such as BUSINESS MART. 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 then judge from the 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 - only 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 - methods you use -in order
to arrive at the destination of your dreams. The important thing is
to move only one step at a time, using only your profits from the
current step to progress into the next step. 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 - the demand for - your product. If
the interest doesn't pan out as you had hoped, redo your offer from
a different angle. If it still doesn't spur a promise of profits
for you, then discard the 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...
Still the most important "insider's secrets" to selling a product or
service is "an honest appraisal" of your prospective customers - who
are they, where are they located, how many of them is there, how
badly do they want what you have to give 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 to make money for you.
Used properly, circulars can make you fabulously rich. But by
themselves, and as your total selling effort, circular mailing will
cost you much more than you'll ever make. Advertising circulars
should be used to "spotlight" other, related items of interest
you're offering - not as the offer itself...
Circulars can also be used to picture your product or service - to
list testimonials and/or endorsements from satisfied customers -and
to carry your order coupon. With this method though, your circular
be comes 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 a specific mailing list.
Remember though, circulars by themselves won't make the sale. Such
"selling efforts" can best be associated with the girl in the booth
at the theater asking how many you want...
So, we're more or less 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.
Sending out only one circular to an envelope will put you in the
"poor house" from postage expenditures before you get started - so
don't even give a second thought to that idea...
And 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 so much for 500, 1,000 or 5,000 circulars - in
reality, are offering you printing services... True, you can
probably get the circulars from them for less than it would cost you
to have them produced locally, but you still have to stuff them into
the envelopes, address them to prospects, put stamps on them, and
get them in the mail - and at the bottom line, after all of this
work & 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 proceeds from the sale because
the printer fills the order and adds your customer's name to his
mailing list. There's no real profits in any of these kinds of
deals, and some of them are downright rip-offs, bordering on illegal
schemes...
Attaining success takes common sense as much as anything else! Check
the offer out. Determine how great the demand really is for the
product the people offering it are claiming for it. Compare the
printing costs, and your time/work involvement, compared with the
probable results. And, never ever believe those wild claims of this
or that circular pulling even a 3% response - it just doesn't happen
that way, especially for a newcomer to mail order.
Whenever you receive an opportunity to get in on a new money-making
opportunity - particularly involving the sending out of circulars,
look it over; do some basic market research; and then test it as an
addenda or ride-along with your current offers. Be certain that the
seller isn't attempting to "use you" to promote his own ambitions.
Unless all of your marketing questions can be answered in your favor
- unless you can really and truly believe in the product you're
offering - unless you can see the opportunity for a real profit
margin - and unless you really feel good about, and proud of the
opportunity being offered you - then don't invest your money or
time!
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.
Exercise your options of free choice. Check out the "profit
secrets" to selling anything, and with everything you decide to
sell. And then, once you decide on the product or service you want
to sell, go "all out" with a step-by-step effort to achieve the fun
potential of that particular opportunity. Advertising circulars can,
and will help you, but they'll only do for you in proportion to 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 customers... Use common sense and proven
methods of reaching those customers with your advertising
circulars... And then 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 - just
hang in there and keep alert to what's really turning the people
on...
Our best wishes for your continued success.
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