Boron - Chapter 07

Frequency - The more often a person buys a particular item, the higher his desire for that type of production service. It just makes sense. If you are selling a book on skin diving and you can find a list of people who have purchased several other books on skin diving, then you know he is interested in the subject and will be a likely prospect to buy your book.

Unit of sale - Once again, we have a guideline that just plain makes sense. After all, a person who recently paid $100.00 for a bottle of diet pills is probably a hotter prospect for diet type products than a person who has only paid $10.00 for a bottle of diet pills.

You know, Bondo-Dog, people don't always put their money where their mouths are; but they do nearly always put out their money where their true desires are.

Recency, frequency and unit of sale: All good guidelines for evaluation of a mail order list. And, in my opinion, of the three guidelines, RECENCY is, by far, the most important of all.

Now, let's discuss some other ways of finding out what people like to purchase by mail. In addition to mailing lists, there are a number of so called "hot" mail order publications. These are the newspapers and magazines that mail order companies advertise in over and over. You should make it a point to discover what these publications are and get copies of them and become very familiar with them. You should pay attention to their editorial content and pay special attention to the mail order ads they carry.

There is a newsletter out of New York City called the "Gallagher Report". This newsletter covers the world of advertising and once each year they publish a special edition that lists all of the major magazines and it ranks them by circulation.