Probably from the days of the Pony Express, mail order shopping has been a no-hassle way for consumers to buy the items they need. These days, with people so pressed for time, buying by mail has taken on a whole new appeal. Who doesn’t appreciate the convenience of shopping from home?
For this reason, mail order isn’t just a popular way to shop, it can also be a lucrative business.
Unlike traditional retail stores, mail order involves relatively low start-up costs and overhead. You can also tailor your working hours to your needs. This makes a mail order business a sensible way to test the waters of self-employment. If the operation is successful, you can expand it from a sideline into a full-blown business.
When it comes to getting the word out about your business, you have three basic advertising vehicles: classified advertising, display ads, and direct-mail.
Classified advertising is a relatively inexpensive way to get the word out about your product. Be sure to design your ad for results, crafting an eye-catching headline and copy that succinctly describes your product. Place these ads in national magazines and Sunday newspapers for the best results.
Display advertising costs more, but gives you more room to describe your product.
Direct mail can be effective if approached strategically. If you use a mailing list, make sure you buy it from a reputable company. Try to match the list as closely as possible to your target customer. For instance, if you’re selling infant and toddler clothing, consider buying a list of birth announcements.
You can expect a 2 to 3 percent response from your mailing, if it is a good one. So, make it stand out among others by using a catchy headline and copy geared toward your target customer. Consider including a P.S. in the letter and a message on the envelope to entice the recipient to read further.
In both direct mailings and display advertisements, you should include testimonials from satisfied customers. Collect these by sending a form to repeat customers along with a request that they put their feelings about your company in writing.
A customer satisfaction guarantee inspires consumer confidence, so write yours up clearly and include it in all of your mailings.
Catalogs are a terrific way to advertise your product, but with printing and photography costs, they’re also very expensive. In the beginning, print a mini-catalog, or even a one-or two-sided sheet of paper describing your products.
The beauty of catalogs is that people tend to hold onto them, sometimes for months after it arrives. You never know when someone is going to rediscover your catalog, flip through its pages and finding something to order. Encourage this by making the catalog a keeper by including meaningful information. If you sell household products, include tips for organizing your home. If it’s women’s attire you offer, make room for fashion tips and facts. Also, include a full description of each item along with an illustration or photograph, preferably of the product in use.
The best times of year to do mailings or advertising is from September through November and again in January and February, though try to do a mailing four times per year. Having an 800 number is also important, as is the ability to accept credit cards. Remember, you want to make it as easy as possible for your customers to buy from you.
When the orders come in, enter the information into your database. Your record of your customers’ buying habits will help you figure out which new products to introduce. And when you do bring in a new item, you’ll know who to debut it to first.
