This is the first in a series on Direct Mail and Mail Order.

In mail order, the potential customer is first contacted by classified or print ads to gain an inquiry. The prospective customer is then mailed a direct mail package to obtain the order.

In direct mail, the potential customer is mailed the direct mail package cold soliciting his or her order.

Classified Ads

Mail Order seems simple. You buy a cheap ad in a national publication and wait for the enquiries and orders to come in.

Some years ago a national magazine solicited me and convinced me that an ad in their new classified section would surely bring me orders.

I thought, What the heck. It looks like a good deal. If I get one order out of 100,000 readers I