How to start and operate a mail-order business/ by Julian Simon

Includes appendices, references and index

1. The possibilities of mail order --2. What is the mail-order business? --3. The professional method of finding products --4. More about finding products to sell --5. Which products are best for you to sell? --6. What you may and may not do in mail order --7. Strategies of mail-order selling --8. The tactical decisions in mail order --9. Calculating the dollar value of a customer --10. Calculating mail-order costs and the order margin --11. How to key your advertisements --12. How to start a classified-advertising business --13. How to test and run classified ads --14. Display-advertising procedure and testing --15. Profitable display- advertising operation --16. The display advertisement --17. Caples on copy by John Caples --18. More on copy by Victor Schwab --19. How to write potent copy by David Ogilvy --20. The direct-mail piece, postage, and results --21. Direct-mail copy by Paul Bringe --22. Direct-mail lists --23. Using other mail-order media --24. How to score with catalogs --25. Follow-up letters to inquirers --26. The vital brain of mail order: testing --27. How to produce and print mail-order advertising --28. Filling orders --29. Managing your information system without a computer --30. Our brand-new miracle: the computer --31. General management of a mail-order business --32. How to buy or sell a mail-order business.