Partial table of contents: How to Start Your Mail Order Business. Important Legal and Ethical Issues. Maintaining Your Management Records. Bringing Your Product to the Consumer. MAIL ORDER MERCHANDISING. Finding Profitable Products to Sell by Mail. Pricing Your Mail Order Product or Service. Developing a Unique Offer. MAIL ORDER MEDIA. Making Money with Classified Ads. Making Money with Display Ads. Making Money with TV and Radio Ads. Making Money with Your Telephone. Making Money with 900 Numbers. THE MAIL ORDER MESSAGE. The Truth About Copywriting. How to Write Copy That Creates Sales. Saving and Making Money with Your Printing. MAIL ORDER MEASUREMENT. Testing to Find Out Whether You'll Be Successful before You Invest Heavily. Developing a Mail Order Marketing Plan. Appendices. Index.
Dr. BILL COHEN is Professor of Marketing, Past Chairman of the Marketing Department and Director of the Small Business Institute at California State University, Los Angeles, where he teaches direct marketing. He has served ten years as a director on the board of the Direct Marketing Club of Southern California. He not only has had his own mail order business, but is a pioneer in teaching mail order to students, entrepreneurs, and other professors around the country. Thousands have used his methods to start their own businesses.