By taking your time, and building your acceptance in this manner, you won't lose too much if one of your ads should prove to be a dud. Stay with the advertising. Do not abandon it in favour of direct mail. We would not recommend direct mail until you are well established and your national classified advertising program is bringing in a healthy profit for you.



Do not become overly ambitious and go out on a limb with expensive full-page advertising until you're very well established. When you do buy full page advertising, start with the smaller publications, and build from those results. Have patience; keep close tabs on your costs per subscriber, and build from the profits of your advertising. Always test the advertising medium you want to use with a classified ad, and if it pulls well for you, go on to a larger display type ad.

Classified advertising is the least expensive way to go, so long as you use the "inquiry method." You can easily and quickly build your subscriber list with this type of advertisement.

We would not recommend any attempts to sell subscriptions, or any product from classified ads, or even from small display ads. There just isn't enough space to describe the product adequately, and seeing the cost of your item, many possible subscribers will not bother to inquire for the full story.

When you do expand your efforts into direct mail, go straight to a national list broker. You can find their names and addresses in the yellow pages section of your local telephone directory. Show the list broker your product and your mailing piece, and explain what type of people you want to reach, and allow them to help you.

Once you've decided on a list to use, go slowly. Start with a sampling of 5,000 names. If the returns are favourable, go for 10,000 names, and then 15,000 and so on through the entire list.

Never rent the entire list based upon the returns from your first couple of samplings. The variables are just too many, and too complicated, and too conducive to you losing your shirt when you "roll out an entire list" based upon returns from a controlled sampling.

There are a number of other methods for finding new subscribers, which we'll explore for you here, detailing the good and the bad as we have researched them.

One method is that of contracting with what is known as a "cash-field" agency. These are soliciting agencies who hire people to sell door-to-door and via the phone, almost always using a high pressure sales approach. The publisher usually makes only about 5% from each subscription sold by one of these agencies. That speaks for itself.