Starting and Building Your Catalog Sales Business: Secrets for Success in One of Today's Fastest-Growing Businesses

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John Wiley & Sons, Jun 8, 1990 - Business & Economics - 288 pages
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
 

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Contents

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 Mall
97
Writing Catalog Copy That Sells
123
The Important and Necessary Elements
153
A Critical Necessity
177
Costing Pricing and Accounting
201
What It Takes to Succeed
213
Financing Your Future
229
Miscellaneous Aids to Success
245
Testing Mailorder
258
References
265
Copyright

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About the author (1990)

About the author HERMAN HOLTZ is one of America's leading consulting authorities and the author of numerous bestselling books on consulting, sales, and marketing, Including How to Succeed as an Independent Consultant, The Direct Marketer's Workbook, and The Consultant's Guide to Winning Clients.

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