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buyersÕ general skepticism, a street address offers a real
place with a real person living there rather than a fly-by-night
post box operation.
You'll need sharp looking letterhead stationery, envelopes and
mailing labels. And, you don't have to spend a fortune for elaborate
printing on high quality paper. If you have any artistic ability,
you can create your own logo and type with press-on type available
at art stores.
You don't need to have a drawing for your logo - simply the first
letter of your last name or the initials of the company will do. A
local printer can advise you about the different type styles
available for letterhead.
Be cautious when you order the letterhead and check the price
differences before you go ahead. There is a large difference among
grades of paper and added copies for using a color rather than black
or for using two colors. Embossing costs more, as do spe cial sizes
of envelopes.
Stick with standard sizes and clear, standard type styles. Using a
paper with a slight tint to it with black type gives the illusion of
two color printing and looks smart.
Photo offset printers can produce five hundred to a thousand sheets
of clean printing for little cost if you supply the finished
prototype.
As you get rolling in the business, you will find a high quality
postal scale and meter can save you postage costs and the extra
trips to the post office.
Books and printed matter can be mailed at a special postal rate.
Each order should be marked: Special 4th Class Book Rate. However,
for light materials, a few cents more for extra postage for first
class may be worth it to fulfill a prompt response.
SELLING WHOLESALE
You don't have to publish your own writing or ideas to run a
profitable information selling business. It's easy to make a
connection with the many wholesale book companies distributing by
mail. Often these wholesale booksellers can supply catalogs, or at
least supply basic copy for you to make your own.
You can also distribute someone else's materials. Of course, you
have to pay royalties, but there's no overhead in preparation.
Remainder lots of books are available from major publishers. Don't
worry if these books didn't sell in the bookstores. HOW you market
the books is as important as what is in them. These publishers
usually dictate the retail cost of the books, but you ca n get a
tidy fifty percent mark-up.
Don't try to sell books wholesale blindly. You should know a bit
about your lists - the people you try to sell to. The best way to
get into selling other publications is to first establish your own
list, and then offer books, reports, and catalogs of mat erials
related in subject matter.
JUST TESTING
Classified ads, display ads and direct mail offers are the ways to
sell your information by mail. Since you haven't gone through the
expense of mass producing your materials, you can gamble a little on
the type of advertising you want to do.
How can you tell if your materials will sell? You run test ads,
check the results, and analyze what kid of draw or appeal there is
for your product. Then you analyze the response to the actual
product. Were many sent back for refunds? Did you get a high
percentage of orders from specific ads?
To calculate a successful test, you need to figure the percentage
of response for you to break even, to profit, and
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