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DATE: July 17, 2019, 2:37 p.m.

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  1. WHEN, WHY AND HOW TO USE MAILING LISTS
  2. Mailing lists may be the cause of more heartbreaks than any
  3. other single factor in mail order. A poorly chosen list, a weak
  4. mailing and the high cost of mailing to a list can tax the
  5. optimism of a new dealer very, very quickly. Arm yourself with
  6. knowledge before embarking on a course like this!
  7. Whether you should use a mailing list to sell your product
  8. depends on several things:
  9. Is it too complex an offering to be explained in a 30 word ad?
  10. Can you afford to mail 200 to 1,000 pieces on the chance that
  11. you won't get a single order?
  12. Can you make a profit selling your product to only two to twenty
  13. people in a 1,000 piece mailing?
  14. Will a re-order of your product be required, and can you make
  15. your re-orders pay for the losses you will likely get from
  16. mailing to a list?
  17. Do you know enough to choose the right list for your offering?
  18. It takes either great faith in your offering or great stupidity
  19. to mail with a list. Most list companies today, specialize in
  20. "opportunity seekers" - people generally quite new to mail order
  21. who are either looking for a product to sell or an offer that
  22. will get them rich in a hurry.
  23. Most of these "opportunity seekers" are engaged in chain letter
  24. type schemes at some point, and they use mailing lists to make
  25. gains in their plans. Most of them lose money, but enough
  26. people will try it once to make money, and these pie-in-the-sky
  27. dreamers are the bread and butter for a lot of mailing list
  28. companies. Unless you have a truly superior offering for these
  29. opportunity seekers, and you probably don't, they are not worth
  30. your time and money. Most of them are unsophisticated dabblers.
  31. Multi-level lists, offered by many companies, are truly an
  32. interesting way to test response to an MLM offer. Many MLM
  33. people like to write back - in their own handwriting - about
  34. their successes and failures, and they will always respond to a
  35. superior product.
  36. Specialized product-buyers' lists can pull beautifully if the
  37. offering is unique enough, and worth a try for merchandise
  38. marketing.
  39. Regardless of what kind of mailing list you use, be very careful
  40. in choosing a good list. Many are sold and resold to people
  41. making the very same offering, which is a waste of everyone's
  42. money. "Free" mailing lists are usually as good as their price
  43. indicates. Check the guarantees. Common sense will tell you
  44. which are good for you and which are good for the company
  45. selling the lists. And check to see how the lists are compiled.
  46. Are they people who have already bought something by mail, or
  47. are they merely people who indicated they might want to buy
  48. something by mail?
  49. In conclusion, we recommend that you never start any campaign
  50. with a mailing list when advertising is so much cheaper. While
  51. it may prove to be more profitable than advertising, keep this
  52. rule in mind:
  53. When you're ready to try a mailing list, be fully prepared to
  54. lose every penny you spend in buying and mailing that list,
  55. because it could happen.
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