Before deciding on a product for your mail order operation, ask yourself one question: “what is the dream behind this product?” For example, when you sell beer, you are not selling a golden, bubble liquid, and you are not even selling taste. Instead, you sell hope, optimism, self esteem, and a sense of relief (from trouble, heat, loneliness, suffocating routine). You sell a mood.

When a prospect sees an ad for go-cart kits, he does not see a go-cart, but hours of fun, and (once the kit is assembled) also driving exhilaration, engine sounds, adrenalin rushes and perhaps even the smell of gas and burned tires. The ad creates a feeling in him that he cannot resist. It gives him a taste of a fun experience he did not think of before (at least not for some time). If you can find no dream to associate with your product, nothing that can create emotions and desires in your prospect, your only choice is to offer a good deal on it, which would leave you a fairly small profit margin. In the end it comes down to this: You can sell either a dream or a deal. There is no third option.

2 Ways to use your Business Cards Successfully
by Ron E. Gielgun

1. Make your business card unique and graphically appealing

Once in a while, even the most untidy of business people will sort through their various business cards accumulated and throw away the least important ones. However, interesting or unusual business cards may be allowed to remain regardless of their immediate importance. To make sure your cards survive this selection process, make them unique and graphically appealing.

-> Choose an intriguing color scheme
-> Have important or useful data printed on the back
-> Use holograms and optical illusions
-> Use translucent plastic instead of paper

If your card looks expensive, it will be harder for your prospects to dispose of it.

2. Your business card must be worth money to prospects

Prospects will not throw away your business cards if they are worth something to them. Useful information printed on the back of the business card might help. However, for prospects to think of your card as a real windfall, which should never be thrown away, its value must translate into dollars and cents. To do this, contact

-> Local restaurants
-> Barber shops
-> Pizza parlors
-> Photos
-> Fast food chains

Get them to give anyone presenting your business card a discount on their products or services.

They will not be doing you any favors by agreeing - it is you who will be giving them free publicity and who will be referring new customers to them. In return, your card will become a discount card that is not only worth saving, but that your prospects will want to carry with them at all times. Have the business card made with durable material (e.g. plastic)

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