Mail Order’s Most Common Mistakes
national publication, such as Popular Mechanics, for months and sometimes well over a year. A daily paper, on the other hand,, will rarely produce an inquiry beyond 2-3 weeks after it was published.
A common advertising mistake is to choose inexpensive advertising such as in shoppers papers, mail order trade journals, etc. It is not how much the ad costs but how much each inquiry costs you… If you ad costs $100 and you receive 100 inquiries, each one has a direct cost to you of $1. Early in mail order career I spent a lot of money for a $10 ad here and a $20 ad there. I soon learned
that sometimes I would only get one or two inquiries for my $10. Expensive! To test a product and promotional offer it is sufficient to run the ad just once.. The magazines and advertising agencies will often tell you that to
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