When you have accumulated sufficient knowledge from preparing your own circulars and from co-publishing magazines and ad sheets of others, you may want to become a publisher. You have learned the going rates for various size ads depending on circulation, etc. Start with 1,000, the minimum circulation for an ad sheet. Think up a good name for the title! Something different! Something unique! An interesting title will often mean the success or failure of your ad sheet venture!
Have your first ad sheet printed on both sides of an 8-1/2x11 sheet, 20# paper, folded in half to form four 5-1/2x8-1/2 pages. Use enough space for a good title, ad rate information and editors comments. Make it Co-publishable or simply an ad sheet whereby each advertiser gets a few mailing copies, with the balance sent out by yourself or by paid mailers. As an incentive, print a couple of your offers as commission ads. Prepare and insert editorial material and articles of interest to the mail-order dealers... Solicit and offer free ads for your next issue.
You will lose cash flow on the first few issues, but at least you will be getting your own ads circulated and your ad sheets out before the public. If you have a clean, nicely printed publication with the right unique and interesting Title, you will start receiving ads and after the fourth or fifth issue you should have it filled with paid ads, along with all of your own advertising.
As an example, if your rate is $4.00 per inch, you can still sell approximately $100 worth of ad space after allowing for all the space you need for title, rates, etc. Cutting this in half to allow for co-publishers 50% rate leaves $50 to pay for the printing and mailing. If handled properly, your own ads will ride free from that point forward.
Constantly build up your customers name list. Keep it up to date. This list is a valuable asset if properly maintained.
As your list of advertisers and co-publishers grow larger and larger, you can add more pages and continue to expand until you have a number one mail-order magazine producing reasonable profits!
If you've been in mail order for more than a month...chances are you've been ripped off by one or more ad sheet printers. This report won't make you a mail-order genius but might keep you from loosing your shirt prematurely.
Regardless of what you're trying to sell, you really can't sell it without "talking" with your prospective buyer. An in attempting to sell anything by mail, the sales letter you send out is when and how you talk to your prospect.
The opportunities for getting free advertising for your product or services are limited only by your own imagination and energies.
Most business beginners think Direct Mail means purchasing a mailing list and mailing an advertising flyer to a bunch of folks they know absolutely nothing about. This IS NOT what Direct Mail marketing is.
What is a Big Mail? If you are a total beginner to the mail order world, you will have no idea what the term means. Before I knew better, I used to think a Big Mail was just a big envelope containing some type of free samples.
There have been entire volumes written on mail order selling. For printed information, the best way to learn HOW & WHERE to advertise is to go to your newsstand and check through all the magazines carrying large numbers of classified and space ads.
Successful mail order dealers realize there are two distinct groups of publications in which to place advertising for maximum results.
This method of getting free printing is currently being used by several different mail dealers. It works! Here's the plan: Run an ad similar to this in any mail order magazine:
An average mailing by a small, one person mail order company is generally about a thousand pieces, and many such operators rarely mail more than a hundred pieces per week.
Here are some interesting results of a study conducted on readerships of magazine ads. Most of the stats are from Starch INRA Hopper, Inc and other studies.