a mail 100 00 letters

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.

Fortunately, that's easy.

You see, many of those businesses will have
their advertising prepared by a local ad agency and it will be
terrible. The problem here is most people who work for ad agencies
only know how to "be creative" and win awards and not how to
create direct mail that sells. The rest of your "co-passengers"
will probably create their advertising themselves... and... while
that's better than hiring a moronic ad agency... they still won't have
the special, inside knowledge and know-how you're going to enjoy as a
subscriber to my newsletter.