Julian L. Simon's Classic: How to Start and Operate a Mail-Order Business: Fifth Edition

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Whether the reader is a newcomer starting from scratch on a shoestring budget, or an established business person looking to cash in on the mail-order boom, Julian Simon's definitive book provides A-to-Z coverage of how to plan, execute, and maintain a successful mail-order operation. Step-by-step, Simon shows how to strike it rich in mail order from selecting the right products, to promoting them effectively, to creating ads and copy that sell, and much more. In each information-packed page, the fifth edition reports on today's trends and developments in this fast-changing field, while continuing to offer the expert guidance that has stood the test of time. Readers will learn how to: Use computers, databases, and desktop publishing to simplify and enhance operations; Take advantage of the emerging opportunities in international direct marketing; Benefit from insider advice from the field's biggest success stories thanks to special chapters by David Ogilvy, John Caples, Victor Schwab, and Paul Bringe; Deal with postal increases, legal requirements, cash flow, competition, and a host of potential pitfalls; Make smart tactical decisions about customer service, mailing lists, trial offers, selling a business, and more.