| I hear it all the time: "There is so much junk in the mail. | | | | professional andlooks like it came from a company |
| Most of the stuffis crooked, hard to read, copied 100 | | | | who had a lot of money - dissect it. Find away that |
| times and ugly. I wouldn't order fromthem regardless of | | | | YOU can make your materials look like theirs for a |
| what they were selling." I agree! In fact - I | | | | price withinyour budget. |
| havewondered what would possess people to actually | | | | One problem that some dealers have who mail this |
| send out some of this "junky"stuff. Don't they realize it | | | | "junky" stuff isthat they don't believe they can look |
| will cost them a great loss in potential sales? | | | | good without investing a lot of money. |
| Don't they care? Don't they realize that they are | | | | It doesn't take a lot of money to look good. Just like it |
| actually LOSING money? | | | | doesn't take a lotof money to take a bath every day! |
| However, remember the old saying: "The rich get | | | | You can still be poor but accomplish thesame goal. |
| richer and the poor getpoorer?" While a poor person | | | | Another downfall for "junk" mail pieces is that |
| of today can be a rich person of tomorrow -a person | | | | quick-copy machineshave made it easy for anyone to |
| that stays poor their entire life does so because they | | | | make copies. Copy machines are at mostgrocery and |
| have madethemselves that way. They have never | | | | drug stores, libraries and convenient marts across |
| learned the proper way to conductbusiness in order | | | | America. |
| for it to turn a profit for them. Some of them may | | | | Some people buy a desktop copier for $300 or $400 |
| havetried and tried - but for some reason, they | | | | and use it to make copiesof their adsheets; while |
| continually made bad decisionsto keep themselves | | | | others order typesetting and make copies of |
| poor. | | | | theircamera-ready ads so they'll have more copies. |
| Let me give you a common example of what I mean. | | | | This is all fine and dandy ifyou are copying a |
| Around thefirst of the month, go grocery shopping. This | | | | first-generation master, but if you are running a |
| is the time that peopleshop who are on fixed incomes | | | | programor commission circular dealership you can't get |
| and draw food stamp benefits. (I considerthis the poor | | | | by with making quick copiesand expect the quality to |
| side of America.) | | | | hold up. Suppose you have a typesetter design youa 8 |
| Now - watch their buying habits very carefully. Very | | | | 1/2x11" circular for your program. You will give new |
| rarely will yousee someone use manufacturers | | | | dealers a copy ofthe circular from your original master |
| coupons to save money. Very rarely do you seethem | | | | the typesetter designed. The newdealer now has a |
| purchase a brand name product (unless its cigarettes | | | | second-generation copy. He or she signs up new |
| or beer.) Most ofthe poor people ALWAYS purchase | | | | dealersand makes a copy of your copy. Those |
| unbrand products. These are fine in | | | | dealers are now getting a third-generation copy, which |
| somecircumstances, but if a poor person buys a | | | | is probably looking poor and worn-out by this time. |
| unbrand name of laundry detergentor dish washing | | | | Now, the guy with the third-generation copy sends it to |
| liquid - it will run out 3 or 4 times faster than name | | | | a tabloidpublisher who prints and mails it in their |
| brandslike Dawn, Ivory and Palmolive. Sure - the name | | | | publication. This particularprinting is now in it's |
| brand costs more in thebeginning, but the long term | | | | fourth-generation. Can you imagine what it lookslike |
| effects will save the poor person lots of money! | | | | now? Don't believe me? Try it on a copier yourself. |
| What does going to the grocery store and watching | | | | Take a camera-readymaster and make a copy. Take |
| poor people haveto do with junk mail? Plenty! Junk mail | | | | the copy and make another copy from it. Comparethe |
| is created by people who will neverbe more than they | | | | difference between this second copy and the |
| are today - OR they are people who have been | | | | camera-ready master. You'llsee how the circular is |
| taught by badteachers and are trying to do what they | | | | deteriorating - regardless of how professional it |
| are told. The fact remains through - | | | | wasoriginally typeset! This is one reason mail order is |
| ANYBODY can look at other things that come in the | | | | looking "junky" and it'sup to everyone to put a stop to |
| mail and learn from them. | | | | it! |
| EVERYONE gets mailings from large companies that | | | | And don't make the decision to keep your business |
| are written by professionalsto sell products. All the mail | | | | poor and non-productive! |
| order dealer has to do is READ them. | | | | Instead, you could be the next Montgomery Ward! |
| When a piece of mail arrives to you that appears | | | | |
