Money Making Secrets Renting Profitable Mailing Lists
As an entrepreneur involved in the selling and promotion of products by Direct Mail, you should already know that the most important aspects of your mailings have to do with the sales letter and circular you send out, and the mailing lists you use. Assuming you already have a well-designed, order-pulling sales letter or circular, let's focus our attention directly on the problem of finding mailing lists that produce profitable orders.
Common sense dictates that without a good mailing list the time and money you spend for market research, advertising layout, and the development of your direct mail marketing plans will only end up as wasted effort. In other words, unless you get your offer to the buyers, you might as well save your time and money.
In order to reach the most likely buyers, you must first identify
the members of your target audience. This is not as difficult
as it might first appear. It is simply a matter of recognizing
that automotive items will appeal to car-owners, household gadgets
will sell best to homemakers, etc. However, regardless of how
easy it is, targeting prospects is often the most overlooked
part of the
Once you've narrowed your prospective clients, next consider
the competition your product or service faces. If there is a
limited market - with few people who would stand in line to buy
- and you are competing with similar products supplied by other
companies, you're going to have to either come up with a strong
"hidden angle" or else face defeat before you even
begin. Targeting your buyers and analyzing the competition are
the two keys to success in selling
Assuming you know who your most likely buyers are and that you've got a winning sales presentation and a product or service these people will stand in line to buy, then your only problem is getting the message to the buyer. Do not think you'll save money by renting or buying inexpensive mailing lists from the advertisers in the ad sheets and mail order publications that flood your mailbox. You'll waste a lot of time and money with these lists. The lists offered by most mail order dealers are compiled from ad sheets, mail order publications, and the incoming offers received by the list agent. These people also sometimes compile mailing lists from the unresponsive customers on their personal mailing lists. Some even compile their rental lists directly from the telephone/city directories. Others work one of the envelope stuffing schemes to compile their rental lists. These schemes offer commissions to people who pay to join their envelope stuffing program, and then sell or rent the names of the people who join their program. The people who join the program are advised to compile lists from any number of sources, send out an advertising circular, and receive a commission for each incoming order. The names of the buyers are then compiled into another list, and sold by the promoters of the program to some of the larger list-brokers as bonafide mail order buyers.
Anytime you see an offer for a list of fewer than 1,000 names
from a small mail order operator, you can almost certainly count
on a list that's (1) Up to several years old; (2) Filled with
names of people who have moved, and thus undeliverable; (3) Packed
with the names of other mail order sellers, and (4) Part of a
very small database of names that is being used continually.
Before renting a mailing list from anyone, use the same common
sense you use in deciding upon a doctor, lawyer, or auto mechanic.
The best thing to do is to take a note pad and pencil to your
public library. Ask the librarian to let you look at the Standard
Rate Data Service Directory pertaining to mailing lists. Within
this voluminous directory you'll find the names, addresses, and
telephone numbers of virtually all the reputable mailing list
brokers in the
Once you and the list broker have decided upon the mailing list best suited to your offer, you generally will be required to rent a minimum of 5,000 names. The going prices will range from $40 to $100 per thousand names. Expensive? Not really. Consider this: if you pay $350 for 5,000 prospective buyers, and end up with 500 buyers of a $20 "How-To" manual that you've written, your total expenses might work out as follows:
List Rental $ 350
Not a bad profit for a mailing of only 5,000!
So you see, the important task is to get your offer to your most-likely buyers. The fastest and least expensive way to do this is to work with a reputable mailing list broker and forget about all the "wheel-spinning" within the circle of mail-order operators. As long as you deal with small mail order individuals - small-time dealers and advertisers - you'll never achieve anything beyond a busy, hand-to-mouth existence in the business.
The greatest reason for most of the entrepreneurial failures
in the mail order business is simple: the beginner tries to cut
corners by using something less than the most productive mailing
lists available. The years are littered with people from all
walks of life who could offer good products and services, but
failed to get their ideas off the ground. For the most part,
these people tried to save money by compiling their own mailing
lists, advertising in all-seller mail
You can succeed starting from scratch! But, before you begin
- before you jump in and reach for your own mail order fortune
- be sure you arrange all the odds in your own favor. Anything
less than the rules stated within this report will surely be
a waste of time and result in failure.
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