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Ideas/Section-6
AND HOW YOU CAN USE IT
TO INCREASE YOUR INQUIRIES
What's a "Best Puller"? The old adage about "What
pulls for me
doesn't necessarily pull for you" might be partially true BUT
I
believe that my ad, plus the many possible variations of it can
adapt to your situation, WILL bring your inquiries in greater
quantity plus a better quality than what other ads pull. For me,
It's the best puller I've ever had for an inner circle type
mailorder operation. I still use this ad to PULL me inquiries ...
in fact, I use it often to test the pulling power of a
publication... if this ad doesn't pull, I know it either didn't
get out OR was mailed to the wrong type of prospects.
My best ad doesn't concern "Big Mails"
or "fantastic Sales
Opportunities" or "MLM" for that matter. In fact
it doesn't
mention sales or money.
My best ad is: "Free Mailing List.
Yours for a LSASE." followed
with my name and address. This ad has always pulled for me in a
well circulated mailorder type of publication. I've used
variations of the ad. One was to offer "2 Free Mailing Lists"
instead of the one... it actually pulls not as good. Another was
to offer it Free for the asking without any comment about the
LSASE ...it pulls about the same as the one asking for a Stamp or
LSASE . Other variations have been used such as offering the Free
Mailing List along with an Opportunity Mail, etc. As long as the
ad started with the words "free Mailing List" and followed
as
conservative approach ... the ad has pulled OK.
What Should I Send To People That Inquire?
What I usually send is
a single page listing of current mailorder customers, neatly
typed, and photo-copied or printed so that all the names are in
easy to use form. You see the "secret" of a Big Mails
Wanted
listing is to have a number of names in standard form and "Easy
To Use." By this, I mean that all of your customer has to do
is
cut them out and paste or tape on envelopes to mail. Depending on
typeface used, you should be able to get 30 to 50 names on your
list.
If you don't have a list of current names
to fill a page, write:
Pete Skeberdis, Box 27, Fremont, MI 49412 sending a LSASE and
asking for their Free Mailing List. This is one you can use and
reprint your hearts content.
In addition to your Free Mailing List,
you should send your other
literature. About 4 1/2 pages of standard weight paper can be
mailed in a #10 (Long Sized) envelope and still be mailed for the
one ounce rate. It's a waste of postage not to fill the envelopes
with literature while making sure NOT to send postage due (a
turnoff to most prospective customers). Sending only one offer in
an envelope might be the way to go with a detailed MLM
prospectus, if only from keeping your prospect from being
confused BUT, it's a waste otherwise. Maybe you MIGHT get some
extra interest with one page but usually not worth the extra
postage cost. I look at it as 4 1/2 Salespeople are better than
one!
Now that you have more inquiries, what
do you mean about "better
quality" inquiries?
OK, your Best customers for mailorder type
offers will be the
ones (people NEW to mailorder). They are the active ones that
seem to be buying things from everywhere. The established dealers
have seen it all before and, while interested in NEW things, are
not interested in the very same offers that have been mailed to
them 100's of times before. If any interest was there, it was
purchased long ago.
Well, The Free Mailing List has appeal
to those that are New to
mailorder and haven't had the time to build up their own "In
House" mailing list as yet. Most of the people responding to
this
type of ad should be fairly recent mailorder people.. And, as
noted earlier, these are the people that BUY! Also, anyone
responding to such an offer should be added to YOUR mailing list.
Once the ice is broken, and you have treated the prospective
customer fairly, they should be prospects for your offers. Some
say that a sale is made only after 3 contacts (Mailings)...
others say as many as five contacts to make a sale. In any case,
these prospects now KNOW WHO YOU ARE and it's now up to you to
make the eventual sales.
Many dealers fail to follow up properly.
They let their prospects
slip between their fingers and go to other dealers to buy their
products form. If they don't know that you sell a [product or
service they can't and won't order from you. So very many dealers
NEVER follow up on their inquiries. Their loss can be your gain.
While we're at it, I'll tell you the "secret"
of mailorder. The
only things that mailorder dealers will really buy are items to
resell or things will not make it. What are the items? It should
be fairly easy to sit down and figure out... if not, there are
some good reports out there by other dealers that list them in
great detail. A good investment, if you need the extra help.
Again, so many ones seem to think that
all they have to do is to
place a poorly worded 1" ad in one mailorder publication and
then
the whole mailorder world will send them thousands of dollars for
anything that they might care to offer. Well, my friend, it just
isn't so. Money IS to be made in mailorder, but through the fast
buck rip-off type of operation. In my business, it's the repeat
business of satisfied customers that keeps me going. Without
repeat business, I would be out of business.
My personal guess is that 99% of those
out there in mailorder and
have NEVER made a nickel in mailorder after expenses and never
will. Mailorder is a business and should be conducted in a
businesslike way.. Those that fail to follow a simple business
principles won't make it. Enough of my "lecture trip"...
Let's go
out there and get those inquiries and then follow them up with
sales literature until they're ready to buy the products and
services we sell.
