Mailorder Does Work - but ...

Having sold over $250 Million worth of products & services by mail, I can assure you that mailorder does work - BUT - as I have said thousands, upon thousands, of times ...

ALL of the mailorder gurus are right - and - ALL of the mailorder gurus are wrong ... even me. -- The same goes for Internet Marketing gurus, telephone marketing gurus, door-to-door sales gurus, and all the other types of marketing gurus.

Why? -- Because the marketing gurus can only relate what has worked for them. Since it has worked for them, what they relate is a viable & workable - BUT - the prime directive of marketing must be applied.

So, what is the "Prime Directive of Marketing?"

The "Prime Directive of Marketing" is -- test, Test, TEST; then Test-Some-More. -- If a one-time mailing works, you must consider yourself "lucky' not talented. Talent is revealed when you have lost money testing & testing and finally come up with a successful campaign.

As an example, I am considered to be one of the ol'masters in mailorder - but - last month I mailed several thousand pieces of a new mailer, to my best (most responsive) mailing list and got ZERO response ... that's right ZERO response. Not even a nibble. -- Maybe it was the offer itself; maybe it was the month of the year; maybe it was the price; maybe it was one of an hundred other elements. -- I'll never know unless I test again & again ... changing ONLY ONE ELEMENT on each test ... until I find what works.

ALL of the marketing gurus must be studied by those entering the marketplace - BUT - only those methods that work in YOUR business should be adopted. -- Other methods must be continually tested again & again ... adapting them to YOUR business and adopting the methods that work.

The same holds true for any type of "business how-to information." -- Read it, study it, adapt it, test it, adopt it.

Jim

P.S. -- My wife; DeLores is now home from the hospital after her quadruple bypass surgery. She will be back at my side within the next 2 weeks. -- Thank You for the hundreds of emails offering your sympathy & prayers ... they were much appreciated.


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