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

ISBN-13: 9780471508168 / Angielski / Twarda / 1991 / 288 str.

Herman Holtz

Opis

Now--America's #1 marketer and consultant puts together the first complete guide to catalog sales Starting & Building Your Catalog Sales Business Some of America's best known and most successful businesses, such as Sears, Spiegel, L.L. Bean, and Lands' End, are "catalog companies," earning a major percentage of their profits through catalog sales. If you're a business owner or entrepreneur, now you can do the same with the help of this book. Written by bestselling author Herman Holtz, Starting and Building Your Catalog Sales Business is a complete guide to catalog sales that explains how to get started in and manage a catalog business profitably. Packed with anecdotes, worksheets, and examples drawn from 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 to create 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 volume and pricing

Spis treści

What Is the "Catalog Sales" Business?

A Few Starter Ideas.

What to Sell: Finding the Right Line.

Basics of Marketing.

Marketing via Catalogs and Mail.

Writing Catalog Copy that Sells.

The Important and Necessary Elements in the Mailing.

Mailing Lists: A Critical Necessity.

Costing, Pricing, and Accounting.

What It Takes to Succeed.

Financing Your Future.

Miscellaneous Aids to Success.

Appendixes.

References.

Index.

O autorze

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.