Although many of the best-known catalogues come from large companies, the mail-order business presents incredible opportunities for small businesses with the right blend of products, marketing strategies, prices and target customers. To compete successfully the entrepreneur must target a specific market. What does it take to succeed in the highly competitive mail-order industry?

The following guidelines should help:

1. Select or develop the right mailing list; its the key to a successful campaign.

2. Use a pitch headline, one that catches the readers attention by telling them the nature of the offer.

3. Sell a benefit, something of value to the reader in the headline. Use keywords that promote feelings and solutions. "Do not sell me a suit, sell me a chic look and a tailor made fit that will turn heads."

4. Use window envelopes if possible, as they pull in more customers than plain envelopes do.

5. Include attention grabbing teasers on the envelope.

6. Keep the copy as short as possible, but include all the necessary details. If you use long copy, keep it lively, interesting and believable.

7. Personalise the letter and open it by telling the reader something great (a benefit), repeating it in the body and repeating it at the end.

8. Use clean, easy-to-read type and keep the message simple.

9. Tailor the letters message to the target audiences needs; make your meaning clear.

10. ask for action from the reader - return the reply card, call a toll-free number - and make it easy to respond to.

11. Give the letter a sense of urgency; encourage the reader to respond now.

12. Include a postscript at the end of the letter to restate the major benefit or to offer an added incentive. The postscript is one of the best-read sections.

13. Use splashes of colour to guide the readers eye, beware of over-doing it.

14. Keep the copy specific; do not sell generalities.

15. Always tell the truth, do not lie, trick or distort this will lead to your company developing a bad reputation.