Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-01-13
CHAPTER II.
HOW ABOUT MAIL ORDER METHOD

1t is true that there have been many dismal failures in the
malorder field of business That is largely because many
have sought to emulate the giant And there have
been tremendous achievements through the mail order
method of distribution.
The Sears Roebuck Co of Chicago sell over one hundred
million dollars worth of goods every year Ten years they
mediocre Simply through a cumulative ele-
through repettive pg up of busness-they have
from comparative failure pristine Today
they do the largest mercantile business in the world
The NORTHUMBERLAND people sell nearly fifty million dol
lars worth Of goods each year These people offer prices
too They able to buy such quantity that they get their
goods at rock-bottom cost They sell bargain appeals
Tests show that these maorer houses requests
in phenomenal time. catalogue is mailed the day the in
qury received Personality cannot into this kind of
selling The sale must be made simply price and service
Some maiorder try to sell personality. All their ads
hustle with huge I With self photos they seek to ins
personality into their advertising and hope that will charm
people into buying But personality seem to
well in maorder distribution do the elements of price and
service. :...*:
Usually the big mal-order house has diversity of
chandise Sometimes however the business concentrated
along single line such wearing appareespecialy suits
coaks and goods of that kind There company
using the ilorder method which sells thirteen million dol
lars worth of clothes every year. Many others in the
general line sell million dollars year in the
These sell simply by presenting picture and
price They make easy for the prospect to sit down by the
evening lamp and what pretty clothes she get for what
to be little money Women think they know about
things oha kind They think they understand clothing val
Therefore they believe they readily how much
they will save. Consequently they do not hesitate to buy by
mail
There still different kinds of tremendous mail order
Instead of the appealing by some
mail order institutions known premium houses put the
ing that they claim to make for purchasers in roundabout
form For instance they will say You would have to pay
SC for box of Uneeda Biscuits if you bought them at the
grocery store Buy them from and will give DC
worth of hapns in addition That is the principle of the
premiums system upon which this kind of maiorder house
works The idea that is intended is that they give double
value for the amount of by giving half price,
but by throwing in premium gratis.
Another big element that makes such businesses sue
cessu is that these premiums given only with orders OF
certain size That tends make the average sale larger he
bigger the average SALE the lower the selling expense
The lower the average expense per sae the feasible 1t Is
to sell by mail
The lure of the mail-order method is largely that you
work the direct bymal system successfully state
then you extend to practically state IN the
Union Thus your ultimate possible business has the country
its field But remember there certain things which de
much explanation that you cannot sell them solely
through advertising literature And remember that many
things of such small profit per unit that they cannot be
marketed by mail unless your sale be made OF large
total And remember that nowadays the public less likely
think goods of better value simply because they offered
by mail.