Almost a hundred years ago Richard Sears and Julius Rosenwald got together to build Sears, Roebuck and Company into what would eventually became a $10 billion corporation. Meanwhile Aaron Montgomery Ward started his own company, which would become a multimillion dollar operation. These three entrepreneurs became the world's first mail order millionaires.

Since that time, countless part-time and full-time entrepreneurs have been attracted to the mail order business. Many have failed. However, a surprising number of businesses have succeeded in both good times and bad.

Today, you can buy everything from clothes to insurance to live lobsters from Maine, all through the mail.

What Qualities are Required?

For marketing wizards, mail order can be highly profitable. Melvin Powers, a famous mail order publisher, started with a single book. Today, he has more than 400 books in print and has sold millions of copies. Another marketing genius, Richard Thalheimer, built a multimillion dollar company,

The Sharper Image, starting with a chronograph watch and an ad in Runner's World. He now sells not only by mail but also through major retail outlets across the country. Although everyone cannot expect to achieve the same level of success as these exceptional entrepreneurs, your chances for building a profitable mail order business are increased if you possess the following essential qualities: imagination, persistence, honesty, and knowledge.

Imagination. Imagination is needed to visualize the special appeal that will compel a potential customer to buy your product. One mail order expert with imagination is Joe Cossman. In his book How I Made $1 Million in Mail Order, Cossman described how someone once brought an unsuccessful mail order product to him with an offer to sell the rights. The product consisted of earrings with little bells attached.

Cossman managed to turn this mail order loser into a mail order winner simply by renaming the product "mother-in-law earrings" and selling them to newlyweds.

Persistence. Persistence is required because success is rarely instantaneous. There are always obstacles and setbacks. Cossman struggled over a year before making his first success. While holding down a full-time job, he worked at his kitchen table, tackling false leads, problems, and failures. He did nothing but lose money. Less persistent entrepreneurs would have quit much sooner. But when he finally was successful, his first product made him $30,000 in less than one month.

Honesty. Absolute honesty is necessary because a successful mail order business is built on trust, satisfied customers, and repeat sales. Cheat your customers even a little, and you've lost them forever. Without repeat customers, you might just as well invest your money in a dry oil well. The potential for a successful enterprise is gone.

In addition, Federal, state, and local government agencies, as well as the Better Business Bureaus and consumer groups constantly watch advertising and are quick to take action against unsubstantiated claims or infractions of any laws.

Knowledge. Without knowledge--the how-to's and the why's--your chances for success are small. Success stories like Ward's, Sears', and Cossmam's, are built around that individual's constant search for knowledge--knowledge that answers two critically important questions:--What works? What doesn't?

You must continue increasing your knowledge if you are to succeed. You can increase it through both reading and experience. Experience is valuable, but it is also the most expensive way to learn. Because you can save time and money through the experiences of others, extensive reading is highly recommended. Joe Cossman says that he spends at least one full day a month at the public library.

You can also learn from successful competitors. Make a thorough study of magazines and newspapers, and review the ads appearing there over a period of time. Note ads that run consistently month after month or several times a year. Answer ads that are particularly interesting.

Careful study the catalogs, sales letters, brochures, and sales literature received.

Study particularly all follow-up mailings. You should know what the competition is doing.

Product Selection to be continued...

Mail Order Successes By Mr. Malik S. Muhammad

Malik S. M.

President/CEO

Dueforself Inc.

www.mailorderblueprints.com