Starting and Building Your Catalog Sales Business: Secrets for Success in One of Today's Fastest-Growing BusinessesJohn Wiley & Sons, 1991 M01 16 - 288 páginas Now--America's #1 marketer and consultant puts together the firstcomplete guide to catalog sales! Starting & Building YourCatalog Sales Business Some of America's best known and mostsuccessful businesses, such as Sears, Spiegel, L.L. Bean, andLands' End, are "catalog companies," earning a major percentage oftheir profits through catalog sales. If you're a business owner orentrepreneur, now you can do the same with the help of this book.Written by bestselling author Herman Holtz, Starting and BuildingYour Catalog Sales Business is a complete guide to catalog salesthat explains how to get started in and manage a catalog businessprofitably. Packed with anecdotes, worksheets, and examples drawnfrom successful catalog sales businesses, it explains: * The basics of direct-mail selling and catalog sales * The secrets to creating catalog copy that really sells * The essential elements in the catalog mailing--including how tocreate a strong sales letter and a user-friendly order form * How to choose and use the right mailing lists * Managing the two essentials of the catalog business: sales volumeand pricing |
Contenido
What Is the Catalog Sales Business? | 1 |
A Few Starter Ideas | 29 |
Finding the Right Line | 53 |
Basics of Marketing | 73 |
Marketing Via Catalogs and Mail | 97 |
Writing Catalog Copy That Sells | 123 |
The Important and Necessary Elements | 153 |
Financing Your Future 229 | 157 |
A Critical Necessity | 177 |
Costing Pricing and Accounting | 201 |
What It Takes to Succeed | 213 |
Miscellaneous Aids to Success | 245 |
Testing Mailorder | 258 |
References | 265 |
Términos y frases comunes
accounting system ACTIVE SUBSCRIBERS addresses advertising Ajax word processor Alka Seltzer appeal basic benefit brochure campaign catalog business catalog sales business Computer Shopper copy customers database management database marketing dealers designed direct cost direct-mail discount envelope example fact Figure guarantee headline important income individuals industry inquiries interest inventory investment kinds L. L. Bean least list brokers list managers loan loss leader mail order mail-order mail-order catalog mailing lists mailing-list manufacturers marketing means merchandise Montgomery Ward names NASA Tech Briefs order form overhead owners package percent printed probably programs promise prospects purchase Quill reader rent retail sales letter Selection $5/M sell seller simple Software sold Specialty Merchandise Corporation success suppliers supplies usually venture writing zip code