a mail 100 00 letters

What this all boils down to is it's going to
cost you about 40 cents (or more) for every piece of direct mail
advertising you send out, even if you mail bulk rate.

Now, let's suppose you have a real estate
business here in Los Angeles and you want to mail a sales letter to
everyone in your trading area. O.K., if your real estate business is
located on Sunset Boulevard near my office, that means you will
probably, just for openers, want to mail everyone who lives in the Zip
code (90069) where your business is located.

Also, if your first mailing is successful,
you'll probably want to expand your mailings to include everybody who
lives in the Zip code areas adjacent to 90069.

Anyway, to get started, let's say you contact
Mailing Lists of Southern California and you discover there are 57,128
people living in Zip codes 90069, 90068, 90046 and 90210.

Let's see now, at 40 cents apiece, it's going to
cost you $22,851.20 to make just one mailing to all these people!

Hmn? There must be a better way, right? Well,
there is. Your first step is to contact other, non-competing
businesses in your trading area and you say to each one of them
something like this...

"Look, Mr. Druggist. As you know, the cost of
direct mail advertising is sky high so I've got an idea. Listen: What
I'm trying to do is get 10 different businesses to get together and
share in the costs and the benefits of a 'co-op' mailing."

"What's a 'co-op' mailing?" asks Mr. Druggist.
"Well, you explain, "It's very simple. What happens is everybody gives
me their advertising flyer and I'll mail them all in one envelope and
the costs will be evenly divided among all the different businesses.
That way, instead of it costing you $22,851.20 to mail everybody in
your trading area, it's only going to cost you in the neighborhood of
$2,200.00 which is a savings of over 90%!"