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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.
A large proportion of advertising is placed through so-called agents. They are a legion. About a dozen make a specialty of mail order advertising. You can get further information by reading a copy of Our Silent Partner, which you can obtain free by writing to Fred Terry, Waterville, Maine. There are a large number of publications that pay for mail order advertising, and a much larger number which do not pay the advertiser.