Excerpt from 151 Quick Ideas for Advertising on a Shoestring

Direct marketing means selling directly to the consumer. It can be done through expensive direct mail packages, co-op mailings, print ads, or through email and the Internet.

Because you have no middleman, you save money and keep more profit. You also get immediate cash, and you don’t have to invoice a supplier. Of course, if you have a merchant account, you do have to wait for MasterCard, Visa, and AMEX to send you a check. However, PayPal pays quickly. It is in your company’s best interest to sell merchandise and services via direct selling.

If you don’t already have a direct marketing business, create one to run side by side with your current business, and use direct response to liquidate remaindered merchandise. Promote sales direct to the consumer and turn the extra merchandise into cash.

The standard direct marketing mark-up used to be four times, but with e-mail and the Internet reducing the cost of selling, you should be able to make sales through those media with a lower mark-up and still be profitable.


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