Mail Order has prospered for decades and it still continues to prosper even
during the Internet revolution. You still receive sales letters in the mail. You
still see ads through magazines you are reading. If you will open your eyes you
will see that the “Death” of mail order has been greatly exaggerated.
It is still alive and well on planet earth. Mail order has withstood the test of
time. Although, everything isn’t profitable to sell by mail. You will see many
people online who are trying to sell products that could have never made it
through a mail order approach. The sales letter is too poor and the concept
behind the product just won’t fly. Many of them are trying to sell products,
which can be picked up at any local store. These types of web sites would never
have stood a chance if they tried mail order. The expenses that went along with
it would absolutely destroy their business – the postage, the ad costs, the
fulfillment, the order lines, etc. The reason they have never realized that they
have picked such a hard product to sell is the fact that they have never
compared it to a mail order approach. Through the Internet and the free
advertising available online, they are able to make money from even the most
difficult products and the worst sales letters. Even though they are making some
sales through free advertising online, what they don’t realize is that their
time could be used much more productively by selling the “right”
product to the “right” market. Companies could be making 10 to100
times as much money by putting forth the exact same amount of effort if they had
applied a few mail order ideas to their Internet business. How does a mail order
business choose the right product? The first test they put it through is that it
must not be available reliably locally. It shouldn’t be something people can run
down to the store and pick up. It should be something unique or something that
can presented in a unique way (if it is available locally). The second test they
put it through is that it must be easy to target the best potential prospects
and buyers. People do not start mail order businesses and try to sell to
everyone. The product needs to be something that appeals to a specific niche
Successful mail order and direct mail businesses target their market like a
sharp shooter. Mail order initiativeswould not work if your going through the
phone book and trying to send a letter to everyone listed. You must seek mailing
list managers who can help them find specific lists of people who:
Bought a Similar Product by mail.
Spent The Same Amount or More.
Did all of the above recently.
Mail order goes after buyers of similar products. In other words, most
successful mail order companies or initiatives don’t create a product and try to
find people to buy it. They find people who want to buy something. Then, they
create something to sell them. Most Internet marketers have the process
backwards. Creating a product and then trying to find people to buy it is the
Use a Proven Sales Process:
Too many people have jumped on the Internet bandwagon and have led us to
believe that anything goes online. People have been selling products and
services by mail for decades now, and every single one of them has something to
teach you about creating a successful sales process. Some will teach you what to
do. Some will teach you what not to do.
The same rules, which have applied to mail order advertising, apply to
1. Mail order advertisers have told us for years, “The more you tell,
the more you sell.” Yet, Internet advertisers have tried to tell us
differently. They have said people won’t read long copy online. They have said
people are too educated to be convinced by a sales letter. They have said that
you don’t even want to use a sales letter on your site. Guess what? THEY are
wrong. The mail order advertisers had it right…after decades of testing their
hypothesis again and again. People will read long copy. People just won’t read
boring copy. If your sales letter educates the customer and tells them more than
the competition, then you will make sales online. Good effective ad copy still
works today just as it always has.
2. Mail order advertisers have told us to use a headline on every sales
letter. Yet, Internet “experts” have forgotten to tell us to use
headlines on all of our web pages. No mail order marketer would even consider
sending out a letter without a headline. So, why would you even consider having
a single web page without a headline? Mail order advertisers have also taught us
an easy method of increasing our response rates by an immediate 27%. All you
have to do is put quotation marks around your headline and your response rate
will immediately go up, because people believe the quotation marks show that you
are saying something extremely important.
3. Mail order advertisers have told us to write our sales letters like we are
writing them to our best friends. Internet “experts” have told us to
present a more professional appearance. Sales letters, which have been proven to
work time and time again, are those, which are written, in a friendly tone. They
use underlining to emphasize key points, shorts words, short sentences, and a
personal signature in blue coloring at the bottom. This same process of writing
winning sales letters still works online. You don’t want your visitors to think
of you as a big corporation. You want them to get to know you personally and to
bond with you. Then, once they know you, they will buy from you.
Keep Detailed Records Of Everything.
A successful mail order business is always testing everything that they do.
Nothing is set in stone until it has been proven in the marketplace. They track
how much they spend for ads, how many people respond, and how many of the
responders actually purchase their products or services. Every new ad will be
tracked in the exact same way. If they don’t keep the records and haven’t done
their math, they won’t be in business for long. Just because much of Internet
advertising is currently free does not give you any excuse for not tracking even
Develop a Control and Keep Testing It.
When you hear mail order advertisers talk, they always speak of a control
piece. This is a scientific word, which refers to the sales piece, which has
already been proven to sell. The goal of every mail order business is to
continually test this control document and try to outsell it with another piece.
Then, once they find a piece, which has been proven to outsell the first one,
they will replace it as the new control. Then, the process of competition
between the pieces begins again. Do you have a control web site for your
product? Have you tested a web site again and again to prove whether it is
effective at selling your products or services? If not, then as soon as you are
finished reading this manual the first time, start testing your piece. Once you
have a site that is making sales, then it is time to create a mirror page where
you make some minor changes such as a new headline, a different picture, a
different price, etc.
Then, test that new page in the same type of medium as the first page.
Compare the results. Then, test some other sites. You should never be completely
finished in testing your selling process. There is almost always a way to make
it sell a little bit better. Think about the difference in profits if you find
out that a certain product sells better with a $10 higher price. What if you
sell twice as many by dropping the price 10%? The marketers who are usually
talked about as “Genius” are not any such thing. They are just people
who have tested every possible method until they eliminated everything that
didn’t work. All they are left with is the BEST way to sell their products or