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One of the main problems within the "inner circle" of the mail order business

is that everyone is selling everyone else's products. Pages crammed full with

commission dealerships is turning a good thing out of hand.

It's been said over and over again, but newcomers to the industry should

realize that they need to develop their own products and services. Commission

dealerships are fine to compliment your business if the product is relative

to your main product, but everyone should strive for developing their OWN

product too. No one will ever get rich dealing in just commission dealer-

ships. And people who think this way will give up over a period of time

because they go broke. Let's stop this madness and spread the word about

becoming a Prime Source.


How do you develop your own specialized product or service? It may take a

few months to get your "feet wet" in mail order to determine your particular

"nitch." However, you should already know the talents you possess inside

yourself and what your own capabilities are. There has to be more to your

business than making money!

What are your hobbies and interests? What would you like to do more than

anything else and would you do it if you were not getting paid? For instance,

I personally enjoy publishing newsletters. I get a serge of electricity when

I am working on them and wish my body would last 24-hours a day so I could

work on them all the time. This is loving what you do.

On the other hand, this may sound really crazy to you. Perhaps you would

rather write, edit, paste-up or seal envelopes. I remember Dorothy Christian

(Shells 345) once explaining to me the "high" she used to get when doing a

mass mailing. She loved peeling off labels, sticking them on envelopes and

folding the materials to insert. She said that every envelope she stuffed,

she felt it would generate a big customer order. This is enthusiasm!

Therefore, Dorothy could have developed a specialized or confidential

mailing service. Unlike a big mail where she would be mailing circulars in

envelopes, but a targeted-mailing for different programs and products.

(Example: A circular selling books and reports would be marketed only to

book buyers from lists Dorothy would purchase and use for these types of

mailings. She also would be careful not to put any conflicting information

in this special mailing she was preparing for specific customers.)

You can take anything you sell and creatively turn it into your own prime

source product. A good friend of mine, Helen VanAllen loved to prepare big

mails so she created the "Design-Your-Own-Big-Mail-Package." Customers were

presented with a list of the circulars Helen had on hand and they checked off

the ones that interested them. This is one example of how an old concept can

be turned into something new with a twist that makes it YOUR OWN product.

There are several ideas that other mail order folks used to create their own

product. You can use the same concept locally also. If you sell vitamins, for

instance, you could sell them in individual packets and label them for each

day of the week. Use the vitamins from the company you are working with but

the individual packets and labels would be your own product. You can also charge more for this personal touch.

You are unique! You are an individual who has special talents and interests.

Your business should be a reflection of YOU and your own contribution to mail

order. Mail order is a wonderful business, filled with some of the best

people in the world. But it's up to every one of us to keep it that way.