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Home Business Resources
Building a Mail Order Business: A Complete Manual for Success
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Binding: Hardcover
Dewey Decimal Number: 658.872
EAN: 9780471109464
ISBN: 0471109460
Label: Wiley
Manufacturer: Wiley
Number Of Items: 1
Number Of Pages: 592
Publication Date: 1996-02-01
Publisher: Wiley
Studio: Wiley
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Spotlight customer reviews:
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Customer Rating:  
Summary: Pricey Book! Save Your Money and Time!!
Comment: This book was a complete waste of money and time. I've been in the direct marketing/mail business for 13 years and I'm always looking for new angles to better my business. This guy doesn't seem to know what he is talking about and it makes me wonder if he really has any experience in the mail order business at all.
Here's the deal: If you are serious about making money in mail order or direct response, don't get any of these waste-of-time books that "claim" to show you the business. The ONLY book that I've ever read that can (almost) exactly mirror exactly what I do for my $7-million per year business is a book by Vincent James called The 12-Month Millionaire which you can get on eBay (or type in on a search engine) since it's not a regular published book. The only thing I wouldn't follow in that book is the low priced items he recommends selling like wrinkle creams and weight loss pills (stick with information courses of $199+ with mail order as a RULE, ALWAYS). Lower end products of $99 or less will cause you to lose money in mail order EVERY TIME!!
Customer Rating:
Summary: Outdated
Comment: This book is outdated for the 21st century. The basics are there and in great detail but most of the information is useless for today.
Customer Rating:
Summary: Good, if old fashioned, basics
Comment: Whilst the core business ideas of this book are very sound and there is a lot of very useful and specific information I can't help feeling that it's a bit dated. It needs a big revamp to include the whole Internet world. I also felt that the copywriting examples, whilst they probably still work, are representative of the 50s and 60s rather than the 21st century.
Customer Rating:
Summary: GREAT book for entrepreneurs and beginners alike
Comment: This book gives you an exact idea of what you can do to expand your business, if you an entrepreneur or give enough information to a fresh person to start his/her own business. This is a must buy book for people thinking of becoming self employed or those who have been in business for a long time and need to know the trends of the business world.
Customer Rating:
Summary: Commonsense advice, but author's heros sell dubious products
Comment: If you believe Cohen, all the people who ever hit it big in "mail-order" did it selling some sort of "how-to" books (Hmmmmmm . . . . .). There is some useful information here, but it is not a guide to becoming the next L.L. Bean or Amazon.com. If you have studied marketing and business in general, you don't need this.
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Editorial Reviews:
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With more than 60,000 copies sold, this amazing manual has become a classic in its field--and rightfully so. Nowhere else will you find--in one book--so much valuable information on achieving success in the mail order business. Dr. Bill Cohen has drawn on his decades of experience testing, researching, and constantly refining the mail order techniques described in this invaluable guide. Building a Mail Order Business offers a virtual treasury of techniques and methods guaranteed to work in the real world of selling through the mail. You'll get practical advice and learn tricks of the trade that will get you started quickly, with the fewest missteps and greatest chances for success.
Thorough and completely up-to-date, this authoritative guide covers every aspect of the mail order business, from the basics of getting started to the details of product selection, preparing a marketing plan, copywriting, designing graphics, printing, protecting yourself from competition, telemarketing, and advertising through magazines, radio, and television. In addition, a handy appendix lists hundreds of valuable contacts with complete addresses.
In this new Fourth Edition, you'll learn the latest trends in mail order--what works and what doesn't, the most effective look in ads and mailing pieces, how to put together the most attractive offers, and much more.
For entrepreneurs, direct marketers, business owners, and others eager to get into the mail order business,
Building a Mail Order Business has proven itself to be an indispensable resource for the ideas, techniques, and expert advice that will lead to success.
All the success secrets of one of America's best-known and most respected experts on mail order and direct marketing--Now in a new edition!
BUILDING A MAIL ORDER BUSINESS
Fourth Edition
Complete, authoritative, and now in a new edition, this best-selling guide to mail order success covers everything from getting your business started to handling legal issues, preparing copy and graphics, selecting mailing lists, telemarketing, and advertising in all types of media--an unbeatable source of direct marketing ideas that really work.
Here's what the pros have said about previous editions of Bill Cohen's Building a Mail Order Business:
"Dr. Bill Cohen's book thoroughly explores the many facets, and pitfalls, facing the budding mail order entrepreneur."-- Henry R. "Pete" Hoke, Jr., Publisher, Direct Marketing
"It took a mail order businessman who is also an educator to put direct mail and mail order guidelines all in one place--and in language we can all understand."--Freeman F. Gosden, Jr., President, Smith-Hemmings-Gosden, one of the nation's largest direct marketing advertising agencies
"An outstanding primer for our industry. It gives you the nuts and bolts necessary to carry you through almost every aspect of mail order from the very rudimentary basics to the same techniques used by the pros."-- Joe Sugarman, JS&A
"One of the best books I've ever read on the subject. I enthusiastically recommend Building a Mail Order Business to any man or woman who is serious about getting involved in this fascinating activity."-- E. Joseph Cossman, President, Cossman International, Inc., author of How I Made a Million Dollars in Mail Order
"An excellent, informative, comprehensive, illustrative workbook that will help anyone get started making money in the fascinating field of mail order. I highly recommend this professional book."-- Melvin Powers, mail order entrepreneur
"...must reading for the entrepreneur whose mind is on mail order."-- Paul Muchnick, Chairman, National Mail Order Association
"Its good sense and nuts-and-bolts, bottom-line approach make it a delightful guide through the mail order world."-- DM News
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