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A consumer wishing to buy a rowboat, for instance, by glancing over the boating and outing magazines can get in touch with the principal advertisers of boats by spending a dollar in stationery and stamps. This consumer, observing how those he writes to apÂproach him and follow him up, can get a valuable line on the business methods of those manufacturÂers for the dollar he has spent.
The method is recommended to manufacturers. Spend a few dollars and write as a consumer to competing manufacturers, thus getting on their mailing lists. What happens will give you an accurate line on the respective mail-selling skill of them all. You will have comparisons of value to you between your own business literature and
THE "FOLLOW UP"
theirs, and in their negligence you may find an opportunity practically to "corral" the greater portion of the mail business available.
For -
All other things being equal in mail-selling, that man gets the bulk of the business who has the longest and strongest "follow up."
Assume a given group of manufacturers
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