National Mail Order Association
Direct marketing information for business

NMOA Network Newsletter for
December 7, 2010

New Products Bookstore NMOA Advertising Previous News

B o o k   R e p o r t

Open Me Now
Direct Mail Envelopes That Work...and Those That Don't

Making That First Impression Count...and Sell

Still need convincing that the old saying "You don't get a second chance to make a first impression" is still true? The evidence is as near as your mailbox. Every year, more than half a billion pieces of perfectly good direct mail pieces are tossed into the wastebasket without ever getting opened.

Why? Because whoever designed their envelopes didn't know how to get them to say "Open Me Now!"

And there's no reason for that waste of good marketing to continue. Herschell Gordon Lewis, the greatest copywriter of our time, spells out all the rules and discloses all the secrets you will ever need to make sure that envelope catches the recipient's eye.

More info

F e a t u r e d   P r o d u c t
Wholesale Only: This product is available only to resellers

A new Wholesale Sourcing issue of Direct Marketing Digest is now available at no cost to NMOA network members.

Find the latest new products to sell, current DM research, studies and books, and 14 new marketing related white papers available for download at no charge.

Here's the link.
Wholesale Product Catalog
(Right click on the link to save to your computer.)

D i r e c t   M a r k e t i n g   A d v i c e

5 ways to charge higher prices
By Bob Bly

I have never liked the discount business or any business operating on a tiny profit margin. To me, it's more rewarding to command a higher price, charge premium fees -- and get paid very, very well for what you sell. But in a competitive world where many other businesses seemingly offer products and services similar to yours, how do you command a premium price?

There are five factors you can control or exploit to enable you to charge a much higher price than your competitors in virtually any field - and have more customers than you can handle waiting in line, cash in hand, to pay it.

The first factor is supply and demand. According to simple economics, the greater the demand for something and the more limited the supply, the more the seller can charge and get paid for it. Since you're not OPEC, you probably can't control the supply of your product or service available to your customers. So what you have to do is create an overwhelming demand for you, your product, or your service. Perhaps the easiest way to do this is to position yourself as the pre-eminent expert or authority in your field. If people view you as THE guru in property taxes, hazardous waste clean-up, or whatever your field is, they will come to you first, knocking each other over to hire you instead of your lesser-known competitors. full article
A Yellow Pages Advertising Secret
By Bob Bly

Here's one Yellow Pages advertising technique that may work for you. Ironically, I learned it from my dad.

His major means of advertising his agency was an ad in the Yellow Pages. As a small independent agent in the rather downscale city of Paterson, NJ, where we lived, Dave Bly couldn't afford the biggest ad on the page - other, larger agencies could always outspend him. So one year he decided to try something new.

In his small display ad (I can't remember the exact size), he made the headline "INSURANCE" in large, bold type.

Underneath, he had two columns of bullets... full article

P r o d u c t s


French Butter Crocks
Authentic Line of
French Butter Crockery

Folding Flip Flops
New Product Opportunity for
USA and Other Countries

Air Affair Gifts
Hand-Poured
Scented Candles

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2807 Polk Street NE, Minneapolis, MN 55418
Phone: 612-788-1673
Email:  newsroom@nmoamembers.org

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