a mail 100 00 letters

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%!"

Sounds good, doesn't it? Well, it is a good
idea... but... you've got to be careful. The first thing you've got to
do is make sure none of the participating businesses are in
competition with each other. And, the second thing you've got to do is
make sure your direct mail message stands out, head and shoulders
above all the rest.