Sather

As an entrepreneur involved in selling and/or promotion of something by Direct Mail, you should already know that most important aspect of your mailing have to do with the sales letter or circular you send out, and the mailing list you use. With these thoughts in mind, and assuming you've got what should be an order-pulling sales letter or circular, let's focus our attention specifically on the problem of finding mailing lists that produce profitable orders.

Common sense should tell you that without a good mailing lists, the time and money you spend for market research, advertising layout and knowledge relating to the "rules of direct mail," will just be wasted effort. In other words, unless you get you offer to the buyers, you might as well save your time and money.

In order to reach your most-likely buyer, you must first determine who your most-likely buyers are. This is not so hard as it might appear. Actually, it's just a matter of recognizing that automotive items will appeal to car-owners, while household gadgets will sell best to the homemakers. Regardless of how easy its is, this is the most-often over-looked part of the beginning entrepreneur's planning. Suffice it to say that if you don't know who you're going to sell a product or service to, your product or service is going to be pretty hard for you to sell.

The next thing to really look into is the competition your product or service faces. If it has a limited market--not too many people would stand in line to buy--and you are competing with virtually the same product as supplied by other companies--then you're going to have to either come up with a strong "hidden angle" or else face defeat before you even begin...

These are the "keys" to success in selling anything via direct mail--pin-pointing exactly who your buyers are, presenting your offer to them with an angle not being used by your competition, and concentrating all your sales efforts only on the most-likely prospects. Assuming you "know" who your most-likely buyers are; that you've got a "winning" sales letter or circular--and, a product or service these people "will stand in line to buy," then your problem is to get the message to these people.

Do not think you'll "save some money" by renting or buying inexpensive mailing lists from advertisers in all those ad sheets and "mail order" type publications that seem to flood your mailbox. You'll waste a lot of time, and spend money chasing the wind with these lists. These lists offered by "mail order" dealers are compiled from ad sheets, mail order publications, and/or incoming offers received by the list-seller...These people also compile lists they use...A lot of them compile their rental lists directly from the telephone/city directories...

And even a few of them work the "envelope stuffing" scheme to compile their rental listsThey offer commissions to people who pay to join their envelope stuffing programs, and then sell or rent the names of the people who join their program...The people who join the program are advised to compile lists from any number of sources, send out a commission circular, and receive a commission for each incoming order. The names of the buyers are then compiled onto another list, and sold by promoters of this scheme to some of the larger list-brokers as bonafide mail order buyers...Any time you rent a list of 5,000 or more names from mail order type operator, you can almost certainly count on the lists that's 1) Five or more years old...2) Filled with names of people who have moved... 3) Going to be dominated with names of other mail order sellers...

Before renting or buying a mailing list from someone, use the same kind of common sense you use in deciding upon a doctor, lawyer or auto mechanic. Something else to keep in mindwhenever you rent or buy mailing lists from someone who has or is advertising for dealers or mailing list brokers, you are going to end up with a list of names used by many mail order dealers, generally with the majority of them offering the same products or services.

The best thing to do is to take a note pad and pencil to your public library.. Ask the librarian to let you look at the Standard Rate & Data Service Directory pertaining to mailing lists. Within this voluminous directory, you'll find the names, addresses and telephone numbers of virtually all the reputable mailing list brokers in the country. These brokers explain within the directory the different lists that are available for rent, what kind of buyers the lists are made up of, and the date the list was last cleaned--that is, the last time all the names on the list were verified relative to the correctness of addresses. Select a half dozen or so of the list brokers handling the kinds of lists that are made up of buyers of products or services similar to yours...Jot those names and addresses down on your note pad then go home and call them on the phone...

Tell the list broker about yourself, what you're trying to sell, how much you're asking for it, and your-long range plans. Almost all of them will want to see a sample of your mailing piece, and more often than not, a sample of your product as well. Don't be afraid to talk to these people--they're in business to help you, and if they "steer you onto" a list that doesn't make money for you, they figure you'll not buy from them again, so it's to their benefit to see that you get the "right" list for your mailing piece and offer. Most of them are will critique your mailing piece and offer, making suggestions for improvements when appropriate, and in general, act as a consultant to see that you realize a profit thru their services.

Once you and the list broker have decided upon the mailing list best suited to your offer, he'll generally require you to rent a minimum of 5,000 names. The going price will range from $35 to $95 per thousand names. Expensive, maybe...But if you pay $475 for 5,000 prospective buyers, and end up with 1,500 buyers of a$20 "how-to" manual that you've written and printed at a cost of50 cents per manual--that would mean a gross of $30,000 minus $750 for 1,5000 manuals, plus another 60 cents each to send each of these manuals out via 4th class mail witch would amount to$1,035. Add these figures together for a total of $1,785 and subtract this total from $30,000 and you stand a very good chance of netting $28,000 or more... So, you see, the important thing is to get your offer to your most-likely buyers. The only way to do this--the fastest, and least expensive way--is to work with a reputable mailing list broker and forget about all that "wheel-spinning" within the circle of mail-order-type people. Really, so long as you deal with " mail-order-type" people, small-time dealers and advertisers--you'll never achieve anything beyond a busy-busy, hand-to-mouth existence in this business.

The bottom-line reason for most of the entrepreneurial failures in the mail order business is simply that the beginner tries to cut corners by using less that the most productive mailing lists available. Indeed, the years are littered with people from all walks of life who have had a good product and/or service ideas, but failed to "get their ideas off the ground." Generally, these people were trying to "save money" by compiling their own mailing lists, advertising in "all-seller" type mail order publications, and/or sending their offers out to "mail-order-type" people found in the ad sheets or to lists purchased from advertisers in these publications. In almost every case, the entrepreneur's efforts along these lines, and based upon a "saving money" philosophy, has always ended in heartbreak and great financial loss for the entrepreneur...

YOU CAN SUCCEED, STARTING FROM SCRATCH! But, before you attempt it--before you "jump in and reach your own mail order fortune," be sure you arrange all the odds in your favor. Anything less than the "rules" stated within this report will surely be a waste of time, and result in failure...

Remember: Your product has to be something you can buy or produce in finished form for pennies, and sell for dollars. There has to be an "eager" market for your product or service. You must project the most professional of all images of yourself as the "company" or supplier in all your sales letters, circulars, advertising and/or dealings with your prospective buyers. And you must "know" who your buyers are, and then concentrate your efforts to reach only those people with your offer. Take your pencil and go to your public library. Ask the librarian to let you look at the Standard Rate & Data Services. Start your research there and have fun with your new business.

DeAnna Spencer is a virtual assistant that helps entrepreneurs run a successful business by providing affordable administrative help. She also publishes a blog for small business owners. Visit this small business resource today.

The sapphire, which symbolizes clear thinking, is a precious gemstone that also serves as the birthstone for the month of September. By definition, a sapphire is a precious gem that appears as a transparent, blue form of corundum. Although various other corundum colors are considered to be sapphires, a true sapphire is recognized as being deep blue in color. Specifically, the cornflower blue color of sapphire is considered to be the best and most desirable form of sapphire. Other forms of sapphire include white, yellow and pink, each of which derive from corundum of the same color. The sapphires sister-gem, the ruby, is the red form of corundum and is also recognized as a precious gemstone.

When it comes to gemstone jewelry, clarity is significant. Sapphires, like all gems, can have inclusions. Genuine sapphires are highly prized, especially when they are found to be clear and in the deeper shades of blue. However, a gem-quality sapphire can be very expensive. Synthetic, which is a term used to define a gemstone that is not genuine, sapphires are one alternative that allows women to enjoy the look of a flawless gemstone without paying a hefty price tag. Much like the process of creating synthetic rubies, technology now allows for the recreation of properties similar to that of a genuine sapphire. This means that only an educated jewelry professional, in most cases, can visually distinguish between a genuine gem-quality sapphire and a synthetic sapphire.

At Almost Diamonds, a popular online retailer specializing in sterling silver jewelry, buyers are sure to find a dazzling selection of styles at prices that are sure to outshine the competition. From earrings and necklaces to bracelets and rings, Almost Diamonds has a variety of choices that feature both clear and colored cubic zirconia designs, along with genuine gemstones. Because the jewelry is available in sterling silver, which is a precious metal, you will be wearing something that can last a lifetime. When set in sterling silver, sapphires are especially vibrant. The soft tone of the sterling silver metal provides a perfect backdrop and setting for this precious gemstone.

Although sapphire is the birthstone for September, it can be enjoyed by every jewelry lover during every month of the year. In fact, most people will tell you that their favorite color is blue, which makes sapphire jewelry an obvious choice for anyone who favors a rich blue gemstone. Plus, adding color to a jewelry wardrobe is a terrific way to let your personality show through. Whether you are wearing your favorite pair of jeans, a business suit or a simple black dress, sapphire jewelry will compliment your outfit perfectly.

In conclusion, genuine sapphire is a highly-respected gemstone that has earned the honor of being named as one of the few precious gems in existence. If you happen to be born in the month of September, wear your sapphire jewelry with pride in knowing that you are wearing a gemstone that celebrates the month of your birth. According to some, birthstone jewelry is also a symbol of good luck. Whether you choose a genuine or synthetic sapphire, youre sure to shine.

For more information on sapphire jewelry and sterling silver jewelry, visit Almost Diamonds at http://www.almostdiamonds.com

With the insane amount of hype surrounding David Beckhams debut in the MLS and America, everyone has been mezmerized by Beckhams international stardom. Furthermore, with his lovely wife, Victoria, by his side, I dont see how anyone could be anything but ecstatic by their arrival. However, as a result of all this, one question has been left unanwered, even by the most cynical critics. That question is whether or not the MLSs inclusion of David Beckham is a good thing. Heres what I think:

For Soccer:

David Beckham coming to the MLS is great for soccer. Some say that losing such a great player and star will somehow hurt the European soccer scene. But that is not going to happen. Not only is the best soccer still being played in Europe, but also the number of superstars in its respective leagues is rising daily. Yes, Beckham is a force to be reckoned with, on and off the field. But with players like Cristiano Ronaldo, Ronaldhino Gaucho, Lionel Messi and Steven Gerrard filling Beckhams shoes, there are still plenty of quality players to captivate the soccers viewing public. So, no, Europe is not going to suffer. Just think if Barry Bonds left the MLB. Is he a great player? Of course! But the league wouldnt be all that different if he were to leave. The other superstars would pick up the slack.

On the other hand, the MLS is going to benefit beyond anything it could possibly imagine. Not only is Beckham a great player on the field, but his rockstar-like popularity off of it will bring hoards of new viewers to the MLS. Opponents of this notion may say that international superstars have come to the MLS in the past, making very little impact on the progress of the MLS in America. Very true. But, usually international players who make the transition are very much past their prime. Take for instance Youri Djorkaeff, Roberto Donadoni and Lothar Mattheus. Every single one of these players was a great player in his day. But when they were in the MLS, they were over the hill. None had stellar performances in the MLS and each retired soon after arriving. Conversely, Beckham is still in his prime. Last year, due in large part to his efforts, Real Madrid won the Spanish La Liga championship. Also, in his absence from the English national team, the Three Lions suffered tremendously; something that went away upon Beckhams return. His picture perfect cross to Peter Crouch in Englands Euro 2008 qualifier against Estonia is a skillful reflection of just how good Beckham still is. You would be hard pressed to find anyone that can deliver a cross like that. So, this move is great for the MLS. They are getting a player with absolutely brilliant skill who will also bolster the league with his fame.

For Beckham:

The MLS is undoubtedly going to benefit from this move, but will Beckham benefit as well? Well, yes and no. His wallet is definitely not going barren anytime soon, what with the 5-year, $250 million contract he signed with the LA Galaxy (something that has not gone unnoticed by his wife Posh Spice who is known for living up to her ritzy name). Moreover, his children will probably benefit as well. While England is by no means a country in dire straits, the US is the most powerful country in the world and offers its citizens countless opportunities. Growing up in America will allow the Beckham children every chance they could ever want.

However, in terms of his career, David Beckham made the wrong move. As previously mentioned, Beckham is still as skillful as ever. And lets face it, the MLS is an inferior league to the giants in Europe. So, I feel, as do many serious soccer fans, that Beckhams introduction to the MLS is sort of a slap in the face. It is just sad. He is simply too good for the MLS. Imagine if Michael Jordan had left the NBA after his 6th successive NBA title to play in the Italian basketball league. Murmurs of say it aint so would be heard all around the country. A similar situation is unfolding in Europe. European soccer fans cannot believe that Beckham would stoop to the MLSs level. Honestly, it is kind of pathetic.

So, is Beckham in the MLS a good thing or a bad thing? Both. It just depends on how you look at it. It is great for the MLS. And it is even good for Beckham to a certain extent. But, as far as his career is concerned, David Beckhams swan song has come prematurely.

Nishan Wilde is VP of Sales at RobbinsSports.com, an online resource for Gym Bags, Portable Scoreboards, Track Uniforms and Basketball Uniforms.

One morning a few days ago, I found myself filled with determination interwoven with anxiety. I had a tremendous list of things that needed to get done that day. Needed. Really. Yet the truth of the matter was that I knew - down deep inside even though I wasn't acknowledging it yet - that the chances that I'd get it all done that day were vanishingly slim. Nonetheless, I was convinced I needed ... well, you get the picture.

And I'd be willing to bet that you've experienced that same feeling. Whether it's at work (with your boss expecting one thing, your co-workers waiting for something else, and an employee at your office door with a crisis) or at home (where the laundry is piling up, the lawn hasn't been mowed in weeks, and the kids have soccer and yoga and swimming, and when was the last time you had a chance to just sit down with a cup of tea?), you, like me, have undoubtedly been there. If you just grit your teeth and focus, really concentrate, surely you can get it all done. (And then you can have that cup of tea!)

Of course, you can't. Not only can't you get it all done, but chances are you'll reach the end of the day exhausted, irritable, and angry with yourself. You'll be angry either because you "failed," or because you recognize (too late!) that you set yourself up for failure - or both. Either way, of course, you're in a no-win, all-lose position. Not fun, and not necessary, either.

Fortunately for me, I stopped and listened to that little voice telling me what trouble I was getting myself into. Not only did I stop and listen, but I actually agreed with it instead of arguing.

Once I recognized the impossibility of what I was expecting of myself, I was able to look at that "need" to get things done. I asked myself one simple question: "What's on fire here?"

In other words, what on that list was going to have real, tangible, and serious consequences if it didn't get done? Where on the list were the truly time-sensitive actions that, left uncompleted, would result in a broken promise, an important opportunity lost, a critical step missed in a larger project or stream of events?

Everything else didn't "need" to get done that day. In all probability many of those tasks would be "on fire" later in the week, but right now, that day, they weren't burning. And that meant they could be postponed. With luck and a little concentration (and maybe some delegation!), I would be able to get to them before they went up in flames, but I wasn't going to worry about them that day.

What I found truly fascinating about this process was that it resulted in a very different list of priorities than I would have had if I'd just started with what most appealed to me, or what I thought at first glance were the most urgent tasks. And it was absolutely the right prioritization.

That question - "What's on fire here?" - has become a big part of my planning process now. While I obviously prefer to get to things before they are in crisis mode, this question ensures that I'm focusing on the real priorities, rather than the things I want to do or think I should do.

So next time you hear that little voice of reality saying you can't possibly complete all the tasks on your "need to do it" list, I challenge you to stop, listen, and ask yourself, "What's on fire here?" And then do those things, and postpone the rest.

"A major part of successful living lies in the ability to put first things first. Indeed, the reason most major goals are not achieved is that we spend our time doing second things first." Robert J. McKain, author, nationality and dates unknown.

(c)Grace L. Judson

Helping professionals who feel trapped and want a sense of direction

About the Author

Grace Judson is the founder of and driving force behind Svaha Concepts.

Stuck in a "success plateau" and having a hard time figuring out reasons to get out of bed in the morning? For more information or to access my free resources (including my free newsletter), be sure to visit Svaha Concepts' website.