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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 man generally knows his own business well enough to make money out of it. When he attempts another business he finds that some other fellow has learned that business better than he has, evidently. Few men ever learn enough about more than one business to make both or all of them pay.