Success with Circular Mailers
Don't be taken in by those big headline advertisements promising you instant riches as a Circular Mailer! It just doesn't work that way.
Full page, 8 1/2 x 11 circulars are meant to call attention to a special offer, and are best used as a "follow-up ride along" when you acknowledge or send out an order. When used in this manner, and with just a "smattering of marketing imagination", circulars will really bring in the profits for you. However, don't expect to make any real money by sending out circulars per se, either one to an envelope or half a dozen or more at a time.
If you've got a number of good circulars and you're into direct
mail, arrange them into a "catalog of offers" and go
full bore as a catalog mailer. I must caution you, however, to
be sure that everyone else in mail order isn't doing the same
thing with the same circulars.
We should perhaps go over that last line in different words because it has to do with the most common mistake of all. Don't waste your time and potential profits trying to sell to sellers. Concentrate instead on the most likely BUYERS! This is where the "chain letter schemers" dupe the novices. They advise you to send for a "mail order" mailing list, or to compile your own from incoming mail. This is ridiculous. If you do as they suggest you'll be trying to sell to sellers, and these people either want absolutely no part of your "big deal," or else they're already into it and have their own thing going.
When you get an order, how do you follow-up on that sale?
How do you keep that "buyer" buying from you? Do you
acknowledge your orders with a simple postcard noting that his
order has been received and is being shipped under separate cover,
or do you use a letter that also lists some of your other products
or services and includes an
Stated in the preceding paragraph is enough money-making information
to make you rich, but are you listening? This is one of the most
successful, intelligent, and real money-making methods of using
circulars to build wealth. Expensive? Compared to what? It would
seem to me that if you aren't including a circular with your
acknowledgments, you're trying to save pennies when you could
be putting real profits
What better time is there for selling? When is the buyer going to be in a more receptive mood? And finally, do you honestly know of an easier way to sell? Remember the old Sears and Roebuck maxim: "When you sell a suit to a man, don't let him out the door until you've sold him the shirt, tie, and shoes to go with it." And then there's the new car salesman who meticulously goes over each dial, switch, and knob with his new customer, explaining what each is for and how each one works. He even opens the trunk, points out the spare tire, and then pulls out the jack and explains exactly how it works. lndeed, he's the leading money-maker in that agency!
Another way to use circulars properly is as "ride-alongs"
with the order itself. You place the "ordered merchandise"
in a shipping envelope or container, and then, on top of the
order, a simple thank you note plus an advertising circular describing
something else you're offering. Even better than a simple circular
with the order is a special "preferred customer" catalog,
but that's another topic in and of itself. Circulars
Your continued success in any business endeavor depends on
your follow-up to the initial sale. Everyone knows how hard it
is to find and land new customers. Most people do a pretty good
job beating the bushes to find new customers, but after they've
got them, the sellers tend to drop the ball and let these new
customers pass into
There are many very effective and profitable ways to use advertising circulars. In this report we are discussing some of the proven methods others have used to increase their profits with advertising circulars. Success in business demands knowledge in marketing, advertising, selling, plus imagination. Develop and use your own creative talents!
Take the example of the neighborhood finance company faced
with a rising number of defaults. They decide to sponsor an on-going
series of money and debt management seminars or workshops. An
advertising circular is made up and inserted as a ride along
with each monthly payment notification. The end result is a new
reputation of community awareness and willingness on the part
of the finance company to go
Sales are down at your town's leading clothing store. A warehouse
or vacant store is rented for a recycled clothing outlet, and
an ad is run in the local paper asking for recycled clothing
to sell on consignment. When everything is ready an advertising
circular is made up and included in everyone's monthly statement
or sent out
Probably the best, easiest, and most effective way to make money with circulars is through a co-op mailing program. You make arrangements with a leading department store in your area. You supply the circulars imprinted with the store's name on the order coupons, and you arrange for the store to process the orders through its credit card system. A certain percentage is allowed the store on each sale. The store includes one of your circulars with each monthly statement it sends out, and your profits quickly surpass your wildest dreams!
You can also make the same kind of "ride-along" arrangements for your circulars with many of the big national mail order houses, book clubs, and credit card companies. Remember: when you go for "super results" you have to spend the money necessary to make them happen.
Co-op mailers will generally not accept your circulars if
they are in direct competition with something in the mailing
package that's already being offered. They will also require
that your circulars be professionally designed, typeset, and
printed. Many require that they be printed on coated paper and
in multi-colors. These requirements
Expensive? You bet! But look at it this way: A one percent return on a $25 offer to 250,000 prospects will give you $62,500.
Keep in mind that to succeed in business you have to advertise in some form or fashion, and advertising circulars are one of the least expensive forms of advertising if done properly. So use your imagination! Make your advertising circulars real order-pullers, and get them out to the people who are buyers.
Doing things properly from the start is always the first step
to real profits in any business endeavor. Getting involved in
mail order and sending out advertising circulars is no different.
Step one: Always to make sure you have something the people "want
to buy." Do some testing by running "prospect-seeking"
ads in a worldwide
Test and check the interest in and the demand for your product.
If the interest doesn't pan out as you had hoped, re-design your
offer from a different angle. If it still doesn't spur a promise
of profits for you then discard this product idea and start working
The most important "insider's secrets" to selling
a product or service is "an honest appraisal" of your
prospective customers. Discover who are they, where they are
located, how large, how badly do they want what you have to give
them, and how much are they willing to pay for it. With the answers
to these questions in hand the risk
Remember, circulars can and should be used in your overall business plan. Used properly, circulars can make you fabulously rich. But by themselves or as your total selling effort, circular mailing will cost you much more than you'll ever make. Advertising circulars should be used to generate prospects for other related items of interest you offer, and should not generally be used as a stand alone promotion.
Circulars can also be used to picture your product or service,
to list testimonials and endorsements from satisfied customers,
and to carry your order coupon. With this method, however, your
circular becomes a "brochure" and is thought of as
a basic part of your mailing package along with a sales letter.
Sales letters complete with product
So, we're more or less back to the beginning with this discussion. Sending out envelopes bulging with loose circulars will not result in profits you can use for a trip around the world or even for a night on the town! About the only thing efforts of this kind result in is to exasperate the recipient and cause him to throw the whole package in the trash as junk mail. Too much paper, too many things to read about, and too many decisions to make overwhelm and confuse the prospect. And, sending out only one circular to an envelope will put you in the "poor house" from postage expenditures before you get started. Don't even give a second thought to that idea.
Finally, those people proclaiming that they have the offer
to end all offers, and inviting you to share the profits with
them simply by sending a certain amount of money for 500, 1,000,
or 5,000 circulars are in reality offering you printing services.
True, you can probably get the circulars from them for less than
it would cost you to have them produced locally, but you still
have to stuff them into the envelopes, address them to prospects,
put stamps on them, and get them in the mail. At the bottom line,
after all of this work and expense, who's making all the money?
Why, the printer, of course!
Attaining success takes common sense as much as anything else. Analyze and evaluate each offer that arouses your interest. Check it out on a small scale to see how well it actually works for you. Determine how great the demand actually is for the offered product.. Compare the printing costs and your time/work involvement with theprobable results. And, never, ever believe those wild claims of this or that circular pulling even a 5% response. It just doesn't happen that way, especially for a newcomer to mail order.
Whenever you receive an opportunity to get in on a new money-making opportunity, particularly involving the sending out of circulars, look it over. Do some basic market research, and then test it as a ride-along with your current offers. Be certain that the seller isn't attempting to "use you" to promote his own ambitions.
Unless all of your marketing questions can be answered in your favor - unless you can really and truly believe in the product you're offering and you can see the opportunity for a real profit margin - and unless you really feel good about and proud of the opportunity being offered you - then do not invest your money or time!
Exercise your options of free choice. Check out the "profit
secrets" to selling anything and with everything you decide
to sell. And then, once you decide on the product or service
you want to sell, go "all out" with a step-by-step
effort to achieve the full potential of that particular opportunity.
Advertising circulars can and will help you, but they'll only
do for you in proportion to the "basics" that you exercise
in usingthem.Be sure of your customer's desire for your product.
Make up your advertising circulars with an appeal that answers
the wants and needs of your prospective clients. Use common sense
and proven methods of reaching those customers with your advertising
circulars. And once you have a customer on the line, stroke him
and make him your
We know it works. It works for us and it'll work for you. Hang in there and keep alert to what's really turning people's heads. Our best wishes for your continued success.
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