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A practical guide to operating a small mail-order enterprise, covering product choice, pricing, advertising, and fulfillment. It compares staple versus novelty lines, highlights lightweight, low-cost specialties that travel well by post, and emphasizes truthful descriptions and decent, lawful promotion. The text advises using printed catalogs and circulars with shipments, maintaining careful correspondence with customers, and employing advertising agents and appropriate periodicals. It also addresses postage and packing concerns, warns against deceptive or obscene schemes, and recommends studying competitors’ methods while retaining originality to build repeat business.
Cheap books with attractive titles are usually fast selling property, and if contents are as advertised, always give satisfaction. The Keystone Book and News Co., 1111 Arch St., Philadelphia, are among the leading wholesalers. They send trade circulars only to persons who prove themselves to be regularly engaged in the mail order business.