Business Lyceum
e-Letter
Practical
Instruction in the Arts and Sciences of Making Money
AUGUST 2000
Greetings & Salutations:
This past month, I went to a number of well-read Discussion
Boards and offered to answer any questions the people on those
boards might have about "Mailorder." -- The response
was terrific. And, I think I did a bang-up job of answering
their questions ... anywho, I didn't get any complaints.
A number of the questions I got were like, "How do
you get around the stigma of the P.O. Box if you have one as
your main address?" - or - "For the small guy
starting out, what does he have to do to get over this credibility
hump regarding a p.o. box, rather than renting a small office
or risking security by using his home address?"
One of the other people on the board responded with:
"I think the way you can do that is use the street address
of the post office and then use your P.O. Box # so your address
looks like this:
Your Company
123 Main St., #438
Town, ST 39489
...where 123 Main St. is the Post Office's street address
and #438 is your p.o. box.
"I asked one of the clerks in my old post office if anybody
can do that and they said that the only mail that can be accepted
at the post office's street address is for the Postmaster only.
"However this was a large post office and let's just
say that the "house rules" might be a little more strict
than a smaller office. Tomorrow I'll go to the smaller office
in the nearby town to see if I'll be able to do that there."
To which I responded:
Don't waste your time. -- Some "clerk" may tell
you it will be all right - but - your mail will still be returned
when the local Postmaster finds out about it.
Although I didn't have time right then to go back & search
5 years worth of archived newsletters to find the specific information,
I promised to publish a method used by a number of BIG companies
who use non-existent addresses like "1 Cash Money Lane"
and the like ... legitimately ... and all their mail goes directly
into their Post Office Box. -- So, here's ...
How to Turn Your P.O. Box Address into a Street Address!
In the November '96 issue of one of my paper & ink newsletters,
I told my readers that, today, it doesn't really matter whether
you use a 'P.O. Box' or 'Street' address. -- Well, BURT DUBIN
(Professional Speakers Profit Letter, 1 Speaking Success Rd.,
Kingman, AZ 86402-6543) teached me how to have the
best of both.
Burt said:
"Get a P.O. Box at the smallest possible branch
Post Office in your area. Use the 9-digit Zip Code in all
your return addresses. Then, you can create any 'street'
address you want because post office mail-sorters are taught
to read the numbers of the zip code rather than the words of
the address. However, since some of the bigger post offices
have such a big turnover in workers it might not work.
So, have some of your friends mail you some letters; using your
made-up address plus your 9-digit zip code to 'test' it before
you use it in all your mailings.î
Burt's real address is P.O. Box 6543 - but - he gets
all his mail addressed to "1 Speaking Success Road."
-- Publisher's Clearing House uses "1 Winners
Circle."
Burt even proved it to me by sending me a package of materials
at "1 Mailorder Master Way"... it arrived in
my P.O. Box without fail because he included the 9-digit zip
code (37320-5385) in the address. -- Try it yourself if
using a P.O. Box seems inappropriate for your mailings ... be
sure to 'test' it first.
Then, if you would like to "Discover how you can now
earn $124 to $1,000 an hour - or more - by being a paid expert
speaking for money," drop Burt Dubin a note at the above
address and ask for his #1 response package. -- or -- visit his
web site at http://speakingsuccess.com.
A tip of the Straw's Hat goes to Burt Dubin for his excellent
insight.
Seeds of Wisdom!
Hey ... every once in a while I find something really good
on the Internet. -- Believe me, this one is good - but - I didn't
just stumble across it. I found this site when another
old mailorder pro ... Gordon J. Alexander ... invited me to participate
in his Discussion Forum.
After reading his e-mail, inviting me to participate, I went
to the site to see what it was all about. -- I spent over an
hour reading some of the most fascinating articles with some
of the most interesting subject matter. -- I especially liked
Gordon Alexander's Stories.
If you do nothing else this month, visit the site and enjoy.
-- Pay special attention to Alexander's stories entitle, "White
Bread" and "Small Potatoes." -- My favorites.
Check out the "Seeds of Wisdom" site, at: http://www.sowpub.com
Would You Do Me a Favor?
Tell me what your favorite web sites are? -- Tell me what
you like best about them.
Hey ... don't give me a bunch of "hype" or "MLM"
web sites. I want to know about your favorite web sites
that contain real, honest-to-goodness business information ...
valuable information that can assist the reader in achieving
success.
I'll go take a look and tell my readers about those sites
that offer some really good stuff. -- Maybe I'll even put together
a Directory of Favorite Sites for all of you.
Now, let's get into this month's ...
Questions & Comments
Rhiannon Walker asked:
"I need help in setting up an autoresponder. I am fairly
a newbie and do not even know how to cut and paste."
In order to get an autoresponder, you might want to consider
the service I use. -- Go to: http://www.SendFree.com
-- they offer FREE autoresponders.
In case you weren't joking about cutting & pasting. --
Just highlight the passage (word, phrase, sentence, paragraph,
etc., etc., etc.), then hit "command+c" - or
go to the "Edit" menu and select "copy."
-- That puts whatever you 'copied' onto your clipboard. -- Then
go to the place you want to paste-in that word (etc.), place
your cursor exactly where you want the copy to appear and hit
"command+v" - or go to the "Edit" menu and
select place/paste.
Anywho ... that's the way it works on my 'puter.
John Raabe wrote:
"Just a short note to say that I really appreciated reading
your latest e-letter. I was surprised to find you actually responded
to my question/comment with some insightful thoughts. You must
be one of the hardest working e-guys around. You certainly are
prolific!
"I get so many e-letters now that the majority get hit
with the delete button rather quickly. I'll browse an issue or
two and when the third one is more of the same, I start hitting
the delete key without ever going to the trouble to unsubscribe
(I think maybe someday the title will recapture my attention.)
"I say this just to admit how jaded and quick-triggered
I've become in this the "over-information" age ...
I expect I am more typical than not."
Thank You, John.
Clint Cooper wrote:
"I'm focusing on mailorder intensely. -- I'm currently
looking into locating a used envelope stuffing machine. My thoughts
are that the internet is great but, everybody seems to be forgetting
about traditional mailorder. I realize the internet can supplement
mailorder in many ways, but my master plan is to start
bringing in an OK amount of money before I spend too much
time trying to figure out the internet (and internet advertising).
-- I think that something that would be helpful -- that
you have already likely tested over the last 30 years is
... comparisons like 'this guarantee works better than the other
guarantee.' People are most likely to respond if
you send them a second mailout within 35 days or 45 days.
These little tips go along way, and would prove to be very helpful
as they are hard to find in the mailorder books that I
have come across so far."
In response:
An "envelope stuffing machine" -- called an 'INSERTER'
-- is an expensive piece of machinery; even a used one will set
you back from $8,000 to $12,000 ... depending upon how many "stations"
you need. (A "station" is a bin on the Inserter
where one piece to be inserted is stacked. If you are mailing
4 pieces in an envelope, you need a 4-station inserter ... 5-station
for 5 pieces ... etc.)
The best place to start your search for a used inserter is
in your telephone book yellow pages ... under the heading, "Printing
Equipment." Call all of them. One of them might
just have a used inserter on hand ... if not, they will all go
looking for one for you.
Instead of buying the inserter, you might consider leasing
it. Any of the equipment leasing companies will be happy
to handle it for you and you'll only have to come up with the
first and last lease payments out of pocket.
You are right about mailorder. -- My site has been profitable
every month; since January, simply because I added by web site
address to all of my outgoing mailorder solicitations.
By the way, we old pros in the mailorder game don't wait 35-45
days to make a second mailing. -- If the first mailing is profitable,
we remail the same list almost immediately. But, if the
first mailing wasn't profitable, we may never mail that list
again.
Here's something you need ...
As I have often said before, I luv it when someone who has
really done something writes about it ... so other people can
do it too. I especially enjoy it when I find myself nodding
in full agreement while reading - and - its even better when
I learn something myself. -- This contact just sent me a review
copy of his "39 Myths About How to Make Money Selling
Information Products" ... with the appropriate subtitle,
"How I Break All the Rules and Make Thousands Each
Month Selling Information Products." -- In it, he
doesn't just blow holes in the myth-bubbles, he tells you how
he found out it was a myth and how he does it ... to the tune
of thousands of dollars each month. This is the straight
skinny, warts & all, from somebody who is really doing it
& really making money doing it on the Internet. (That's
the part where I learned some valuable lessons.) -- Whether you
are already in the Information Publishing business ... or just
thinking about it ... this book with save you a lot of time &
improve your bottom line immediately. -- "39 Myths About
How to Make Money Selling Information Products" is only
$39.95 (it would be cheap at twice the price) - BUT - it only
comes in an e-book version ... you have to print it yourself.
-- When you order your copy of "39 Myths About How to
Make Money Selling Information Products" just give him
your e-mail address & he will send it to you in PDF format.
(That means you will need an Adobe Acrobat Reader ... which you
can get for FREE at www.Adobe.com ... to read it.) -- If you
don't have an e-mail address, he'll send it to you on a floppy
disk for an extra $2.50 ($42.45 total). -- You can order
by mail, phone, or on-line - but - whatever you do, order it
today! -- Contact: DENNIS J. HESSLER, Spyglass Point
Productions, P.O. Box 13141, Pensacola, FL 32591 -- (850)
438-5527 -- FAX: (850) 469-9632
-- OnLine: http://www.spyglasspoint.com/myths
Bill White asked:
"My question I'm sure is an easy one. I have some products
manufactured in the US that I would like to advertise and sell
in other countries. How and where does one look for places
to advertise specific to those countries, etc."
Check with your local library. Ask them for an International
Directory of Periodicals ... if they don't have one, have them
request to borrow one from their Regional Lending Library.
Those directories ... like U.S. Periodical Directories ...
are broken down by "trade" (i.e. agriculture, furniture,
etc.) then by Country within each trade category.
You won't be able to take the directory out of the library
- but - you can copy down the names, addresses, telephone numbers,
etc. -- or make copies of the pages.
While you're at it, contact Dennis Hessler (above)
... he has some of the best info about exporting on his web site.
Phillip Dietzman wrote:
"I enjoy reading any and every 'How to' magazine, newsletter,
publication, and whatever else I can find that may help me be
a success in my Import/Export business. I am currently drawing
up a business plan to provide me with some guidance and help
me with possible financing. Do you know of any resources I may
need to obtain financing? If so, I could use them. I am fully
confident that when my plan is finished I will be on my way to
fulfilling my life long dream of owning a business."
Contact Dennis Hessler (above) ... he has some of the
best info about exporting on his web site.
Of course, I would be remiss if I didn't just mention ...
in passing ... that I, too, have been involved in exporting for
well over 30 years -- and -- I have written a complete course
on exporting, entitled "Sell American."
Alvin Corbett tried
to 'gotcha' the old man, with this:
"I have created my own brand name Jazziewear USA.
-- I will be involved in a joint venture that will literally
put my brand name on the International map. I need $2500-$5000
in a bank draft. How do I raise that type of capital with
no credit no collateral? -- Do I gotcha or what?"
Where can YOU get $2,500 to $5,000 without credit or collateral?
Since, I suppose, you don't have any Credit Cards either,
pulling cash from your Credit Cards is not a possibility.
If I were you, the FIRST thing I would do would be to check
the Telephone Book Yellow Pages in your area ... under the headings
for "Loans," "Finance Companies," etc. --
You would be surprised how lenient some of the local private
loan companies are ... especially when you need less than $5,000.
-- I am always amazed that most people over look the local area
when they start looking for a loan.
Should that not work, the next best would be a classified
ad in your local newspaper ... in the "Personals" column
...
PRIVATE INVESTOR Wanted - $5,000 - to fund International
Joint Venture. High return possible. Contact:
(Phone Number)
When someone calls, get with them and give them all the skinny
about your deal. It'll probably cost
you 15% (or more) for the money - but - I've seen a simple classified
ad like that bring in hundreds of thousands of dollars in less
than a week.
Try it ... you'll like it.
If I've said it once, I've said it a thousand times ... you can
get rich in any business - IF - you sell enough of your products
or services. - But, every time I say that, someone always
responds, "yeah, but you have to be rich to afford
the advertising to sell your products or services.î - Well,
Shel Horowitz says, "In 1981, I started my business
with an initial marketing investment of $12. It was
enough to get started and keep me going over the first few months.
Nearly 20 years later, I'm still running my business on
a marketing investment of less than $40 per week, yet my business
is the busiest shop of its kind in a 3-county territory,
with clients on 3 continents."
He continues, "You too can learn to get this kind
of return with easy & straightforward marketing. Even
in the year 2000, $10 is enough to get started."
-- Of course, after making statements like that, you just know
he wrote it all down in a book. He did, in 1991, in his
book "Marketing Without Megabucks" ... a compendium
of marketing-on-the-cheap...the definitive single-volume resource
on effective low-cost marketing ... focused on stretching your
dollar while increasing your market effectiveness ... nuts &
bolts techniques for every stage of marketing, whether your budget
is $10 or $100,000. (It was one of the greatest shoestring
marketing books ever written.) -- Now, Shel has updated &
revised his earlier information in "Grassroots
Marketing," with the subtitle, "Getting Noticed
in a Noisy World." -- This masterful work of the
marketing master contains over 70,000 words of new information
... an entire new section on the Internet ... with an expanded
chapter on electronic media ... and an enlarged chapter on writing
Press Releases. Beyond that, obsolete material has been
deleted ... making the book even more powerful that it
had ever been before. As a matter of fact, Shel starts
right-out on page #1 with a $10 Marketing Budget ... followed
by $100, $1,000 & $2,000 to $10,000 budgets. - SO - If you
want to get rich in your business (any business), by selling
your products or services, you need your own copy of "Grassroots
Marketing." It's only $27.95 in the U.S.
($22.95 + $5 Priority s&h). -- Do yourself a favor, order
your personal copy, today! - Contact: AWM Books, PO Box 1164,
Northampton, MA 01061 -- (800) 683-9673 -- FAX (617) 249-0153
-- OnLine: http://www.frugalfun.com
Well ... that's it for this month. -- In order to make every
issue responsive to YOUR needs, please send me your questions;
or tell me what sources or resources you need to build your business;
or give me any thoughts you want to share with your fellow members.
Believe it or don't ... I ain't a mind-reader. -- If'n you
doesn't tell me what you need, I may never touch upon the information,
sources or resources you need.
This is your publication for you to use to your benefit ...
I am just your moderator.
Until next month, keep well ...
J.F. (Jim) STRAW
Grande Panjandrum
Thought For The Month!
"When you get into a tight place, and everything
goes against you, till it seems as though you could not hold
on a moment longer, never give up then -- for that is just the
place and time that the tide will turn." -- Harriet Beecher
Stowe
Can you stump the old master? -- Betcha can't!
Over the past 40 years (man and boy), I have made bundles
of money in direct selling, service contracting, wholesale merchandising,
entertainment (I was a professional Trumpet player, vocalist
& Radio Announcer), freight forwarding, import/export, retail
merchandising, warehousing, real estate, electronics manufacturing,
finder's fees, closeout merchandising, financial brokerage, business
consulting, steel fabrication, gold and coal mining, offshore
banking, mailorder, writing, and publishing. -- That being the
case ...
No matter what business you're in ... whether you're just
starting, well on your way, or at the top of the heap ... I've
probably been where you are, done what you are doing. -- So ...
Anytime you have a question about 'how' to do something
in your business - or - if you have any comments about
anything I've said in issues of this e-Letter; or if you want
to add your 2 cents worth ... just "ask" me or "tell"
me.
Send your Questions, Comments or 2 Cents Worth to ...
with "Question" - "Comment" - or, "2
Cents Worth" in the SUBJECT.
If I, personally, don't have an answer to any question you
may ask, I will contact some of the professionals in your field
of endeavor (I will probably know one or more personally) to
get the real 'skinny' for you.
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Copyright - 2000, J.F. (Jim) Straw. All rights reserved.