How to conduct a small mail order business

Chapter 26: Mike’s Dilemma.

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About This Book

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.

Mike’s Dilemma.

Mike is an Irishman just fresh from the Emerald isle, who recently came to Hackensack, N. J., and was employed by two gentlemen, each keeping a horse in the same stable, to look after their equines. One day Mr. Jones told Mike to hitch up his horse and bring it around to his residence.

Mike did as he was bidden, but when Mr. Jones saw the turnout he said: “Why, Mike, that is not my horse, that is Mr. Smith’s animal.”

“Begorra,” promptly replied Mike, “so it is. I knowed that wasn’t your horse, sir, but I couldn’t quite make up my mind which horse belonged to the other gintleman.”