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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.
These facilities have been brought about by the general march of improvement, and, perhaps, more particularly on account of the greatly improved postal system. Almost every intelligent person has had more or less experience in buying through the mails, but the object of this little book is to show how a small business can be profitably conducted for this purpose.