It would not be wise to attempt a mass mailing at this stage
because of the cost, you inexperience and the fact that there
is a better way.
Place a test ad in local, then national publications that are
read by potential buyers of your product. For cosmetics,
candidates might include National Enquirer, Grit, seventeen
and True Romance. A small ad in one of these will run $75 to
$200, but will reach up to a million readers.
Normally, test ads are run in three consecutive issues. If
you receive a thousand orders ( or queries), your cost per
reply could be about 2 cents each. Compare this to $50 for
a thousand name mailing list, $100 for stationery and printing,
plus $250 for postage for a mass mailing. Mailing list
responses can easily cost $2 to $4.00 each.
Many mail order companies use small ads as an effective and
inexpensive means to find prospects for their line of products.
Part of the reason is that so many mailing lists on the market
today are pretty well used (especially those available from
some small companies).
The industry thinking is to use small, direct sale ads for
items up to about $2.50; inset (one or two inch ads) with a
little more sales information (pitch) for items up to about
$5, and quarter to full page ads for things over that amount.
The larger ads are needed for the additional "sell" that is
needed to encourage people to part with larger sums of money.
A realistic alternative is to use small ads that offer "free
details" or send $1 (refundable) for catalog," and mail out
detailed information (advertisements) only to those who display
an interest by responding.
This way, you aren't spending thousands of dollars to
"shotgun" expensive advertising materials to many people who
throw them away without even looking at them. You save the
"full treatment" for those who at least show an interest.
The suggested system combines the best of two worlds;
responders to ads offering the eye shadow box for $2 not only
contribute a dollar profit each; they also become valuable
prospects for future sale of similar merchandise!
It would be shortsighted (even foolish) to be satisfied with
a $2 sale here. In fact, the mail order sales door has just
been open with that first sale! remember when you made the
deal for 500 eye shadow boxes, you considered many other
possible products from the same as well as other suppliers?
Before proceeding with your $2 eye shadow box, do your
homework: have several other products ready to go -- that
is, select those you can profitably (and honestly) merchandise.
Prepare advertising sheets (flyers) with descriptions,prices
and order forms and include them with each eye shadow box
order: NEVER WASTE A MAILING!
