With more than 60,000
copies sold, this amazing manual has become a classic in its
field� and rightfully so. Nowhere else will you find� in one book�
so much valuable information on achieving success in the mail
order business. Dr. Bill Cohen has drawn on his decades of
experience testing, researching, and constantly refining the mail
order techniques described in this invaluable guide. Building a
Mail Order Business offers a virtual treasury of techniques and
methods guaranteed to work in the real world of selling through
the mail. You'll get practical advice and learn tricks of the
trade that will get you started quickly, with the fewest missteps
and greatest chances for success.
Thorough and completely up-to-date, this authoritative guide
covers every aspect of the mail order business, from the basics of
getting started to the details of product selection, preparing a
marketing plan, copywriting, designing graphics, printing,
protecting yourself from competition, telemarketing, and
advertising through magazines, radio, and television. In addition,
a handy appendix lists hundreds of valuable contacts with complete
addresses.
In this new Fourth Edition, you'll learn the latest trends in
mail order� what works and what doesn't, the most effective look
in ads and mailing pieces, how to put together the most attractive
offers, and much more.
For entrepreneurs, direct marketers, business owners, and
others eager to get into the mail order business,
Building a Mail Order Business has proven itself to be an
indispensable resource for the ideas, techniques, and expert
advice that will lead to success.
All the success secrets of one of America's best-known and most
respected experts on mail order and direct marketing� Now in a new
edition!
BUILDING A MAIL ORDER BUSINESS
Fourth Edition
Complete, authoritative, and now in a new edition, this
best-selling guide to mail order success covers everything from
getting your business started to handling legal issues, preparing
copy and graphics, selecting mailing lists, telemarketing, and
advertising in all types of media� an unbeatable source of direct
marketing ideas that really work.
Here's what the pros have said about previous editions of Bill
Cohen's Building a Mail Order Business:
"Dr. Bill Cohen's book thoroughly explores the many facets, and
pitfalls, facing the budding mail order entrepreneur."� Henry R.
"Pete" Hoke, Jr., Publisher, Direct Marketing
"It took a mail order businessman who is also an educator to
put direct mail and mail order guidelines all in one place� and in
language we can all understand."� Freeman F. Gosden, Jr.,
President, Smith-Hemmings-Gosden, one of the nation's largest
direct marketing advertising agencies
"An outstanding primer for our industry. It gives you the nuts
and bolts necessary to carry you through almost every aspect of
mail order from the very rudimentary basics to the same techniques
used by the pros."� Joe Sugarman, JS&A
"One of the best books I've ever read on the subject. I
enthusiastically recommend Building a Mail Order Business to any
man or woman who is serious about getting involved in this
fascinating activity."� E. Joseph Cossman, President, Cossman
International, Inc., author of How I Made a Million Dollars in
Mail Order
"An excellent, informative, comprehensive, illustrativeworkbook
that will help anyone get started making money in the fascinating
field of mail order. I highly recommend this professional book."�
Melvin Powers, mail order entrepreneur
..".must reading for the entrepreneur whose mind is on mail
order."� Paul Muchnick, Chairman, National Mail Order Association
"Its good sense and nuts-and-bolts, bottom-line approach make
it a delightful guide through the mail order world."� DM News |