Business Lyceum

Practical Instruction in the Arts and Sciences of Making Money

Editor/Publisher:  J.F. (Jim) Straw


Greetings & Salutations:


Let me tell you a true story ...

Some years ago, a very dear friend of mine (retired; living on Social Security) came to see me.  He had with him a mailorder "drop ship dealer" program he wanted to get involved with and wanted to use some of my mailing list.

The offer he wanted to mail was for a $20 "how to make money" book.  The flyer was exceptionally well written and appeared to offer a good value for those who bought the book (I read it).  So, I gave my friend 1,000 names and addresses of my customers for his mailing.

About a month later, my wife and I had dinner with my friend and his wife.  Over dinner, I asked him how his mailing had done.  His response was, "It only pulled 43 orders, so I decided to look for something that sells better."

I thought nothing more about it until the next day. - Sitting at my desk, eating my sandwich for lunch, my wife remarked that it was too bad our friend hadn't made any money on his mailing. - That started me thinking.

Forty three (43) orders on a 1,000 piece mailing ... at $20 per order ... produced a gross revenue of $860 (86¢ return on every envelope mailed).

After sending 50% to the publisher of the book, my friend had a gross profit of $430 (43¢ return on every envelope mailed). - NOT big money ... BUT ...

Back then, First Class postage was only 10¢ ($100 to mail 1,000 pieces).  A 1,000 name mailing list rented for $35.  Envelopes were about $14 per thousand.  Reply envelopes $8 per thousand.  Printing was $16 per thousand.  And, reply postage was 14¢ per reply envelope received.

In other words, my friend had spent about $180 (including the $35 list rental he didn't have to pay me) on his 1,000 piece mailing (18¢ per envelope mailed), to produce a gross profit to him of $430. - A net profit of $250 (25¢ for every envelope mailed).

If my friend had put the same $180 back into another 1,000 piece mailing, his profit for the 2,000 pieces would have been $680 ... the next 1,000 piece mailing; for a total of 3,000 pieces, would have left $1,110 profit ... on and on, building his profits.

The only "out of pocket" money my friend would have spent would have been the first $180.  The cost of his future mailings would have been ONLY that same $180; which would have been returned to him again and again on each mailing ... to use for more mailings.

After I ran the numbers, my mouth was watering.  I called my friend and told him how profitable his mailing had been.  But, since he was already involved in something else, he didn't want to pursue the project.  So ... I asked him if it would be okay if I pursued it. - He agreed.

Unfortunately, when I contacted the publisher, they had discontinued their drop ship program. - It seems some of their dealers were collecting the $20 orders and not sending the orders and money to the publisher for fulfillment. - To punish those few crooks, the publisher cut-off their own nose ... punished all of their dealers for the actions of a few ... and eventually went broke from a lack of sales.

Now ... if you will re-read (and re-read again) the story about my friend's involvement in mailorder, you will clearly see how most of us who have made millions in mailorder have done it - and - why most people who get involved in mailorder don't.

While you are re-reading, take note that all of the costs and revenues are stated in "dollars" (or cents). - And the costs and revenues are broken down to a "per envelope" dollar value. - That's because all of us who really made money in mailorder don't put any value in "percentages."  Our real costs and revenues are calculated in dollars and cents. - Remember:  100% of nothing is still nothing.

One of the real secrets to making money in mailorder is to find something (anything) that produces a profit (even a very small profit).  Then, keep mailing it ... over and over ... building a larger and larger customer list.   (The same holds true in Internet marketing.)

Dreaming about accidentally hitting that One-Time (lucky) Big Success is part of the intrigue of mailorder ... we all do it ... but, those of us who really made money in mailorder (every day), don't let that dream overcome our on-going profits.

Learn the Cold-Blooded Secret Truths about Mailorder Marketing.

Now, let's do some ...

Questions & Answers, Comments & Other Good Stuff!

Martin Russell (
says ...

"Your readers who are into SEO might want to know about this new backlinking tool.  It has driven 35 of my 38 latest blog posts onto the first page of Google for their targetted keyword."

Go check it out for your ownself ...

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Try it ... your bank account will love you  for it.

Adam Richardson ( wanted me to tell you ...

"The reason I am writing you today though is because of your excellent "Offshore Banking Is Not Evil" article.  Rarely, no - actually never, do I see this topic brought up amongst marketers and businessmen - much less treated fairly and honestly.  To your article I would add that forming an offshore company is not evil. -- This is why I'm writing you, you understand the silly reasons why people are "scared" of offshore banking - the same applies to offshore corporations.  I want to help people overcome that fear.  You and I, understand what is possible, but we are not qualified to give personal advice on these matters.-- I've been lucky enough to form a real friendship with two real experts on these matters.  This is how I got my "education" on all things offshore.  These two guys, Peter MacFarlane and Richard Cawte are the founders/editors of the Q Wealth Report and I have long wished that more people knew about them. -- Anyone can go right now and get a lot of good free info from their blog, including some free reports."

Okay, Gang ...

Check it out for your  ownself ...

Les Norman ( found something for you ...

"Heres a great opportunity to receive 10 percent back on your gas every month and possibly never have to pay for gas again, and make some serious money doing it. "

 Looks interesting ...

Acclaimed Veteran Entrepreneurial Success Expert Shares His Most Coveted $100 Million Success Secrets

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Anyhoo ... that's what they tell me.  I have no reason to doubt them.

Glenn Toler ( says ...

"Just thought I would pass this along to you. -- I've tried and it seems to be working well and brings in traffic and you can promote your sites as well."

Hey  -- every little bit  helps ...

Dan Przyojski ( wanted you to know ...

"You may want to tell your readers about a site I found interesting.  I was listening to the John Tesh radio show the other day and that's where I got the info.  Site looks OK as at least some of the items are worth the five bucks!"

I found it most interesting ... 

Luigino Cancian ( says ...

"If you sell anything on the web, then this will be something you will likely refer to every month - and - it's free."

Go  get it at ...

Robert Blagg ( can show you ...

"I can show your readers how they can grow their business for less than $1.00.  People do business with those they know, like & trust and there s no better way to build relationships than sending personal, handwritten cards showing thanks or appreciation.  I will show you how to keep your customers, get more referrals and recover lost accounts using a simple web based system that prints, addresses, stamps and mails cards for you the very next day for less than $1.00 (plus stamp)."

 Contact Bob and try it free.

Orlando Blake ( offers something every business person should have ...

"It is unlikely that we could manage or supervise without using interviews. The purpose of any interview is to obtain valid information to make informed decisions. -- I just finished the second edition of "Practical Interviewing." -- The book covers the following categories of interviews: Employment & Selection - Information Gathering - Career Counseling - Performance Evaluation - Problem Solving - Counseling & Coaching - Grievance & Employee Complaints - Disciplinary - Termination."

You can download a free copy at ...

Eddie Lamb ( asks ...

"Did you know you can earn property finder's fees of £2,000 / $3,222 / 2280 EURO for every property you see for sale?  Well, it's true. This is an online or offline opportunity that fits perfectly with Jim's Finder's Fee teachings.  Low entry cost and areas are limited, so you do need to check this out very soon. Download a Full Executive Brief from and I won't even ask for your email address."

Please don't email Eddie with questions until you have read the document and checked out the website.  He tells me he's up to his neck with enquiries.

Well ... that's it for this month. -- In order to make every issue responsive to YOUR needs, please send me your questions; or tell me what sources or resources you need to build your business; or give me any thoughts you want to share with your fellow members.

Believe it or don't ... I ain t a mind-reader. -- If n you doesn't tell me what you need, I may never touch upon the information, sources or resources you need.

This is your publication for you to use to your benefit ... I am just your moderator.

 Until next month, keep well ...

J.F. (Jim) STRAW
Grande Panjandrum

Thought For The Month!

"Do the one thing you think you cannot do. Fail at it.  Try again. Do better the second time.  The only people who never tumble are those who never mount the high wire." -- Oprah Winfrey

Can you stump the old master? -- Betcha can't!

Over the past 50 years (man and boy), I have made bundles of money in direct selling, service contracting, wholesale merchandising, entertainment (I was a professional Trumpet player, vocalist & Radio Announcer), freight forwarding, import/export, retail merchandising, warehousing, real estate, electronics manufacturing, finder's fees, closeout merchandising, financial brokerage, business consulting, steel fabrication, gold and coal mining, offshore banking, mailorder, writing, and publishing. -- That being the case ...

No matter what business you're in ... whether you're just starting, well on your way, or at the top of the heap ... I've probably been where you are, done what you are doing. -- So ...

Anytime you have a question about 'how' to do something in your business - or - if you have any comments about anything I've said in issues of this e-Letter; or if you want to add your 2 cents worth ... just "ask" me or "tell" me.

Send your Questions, Comments or 2 Cents Worth to ...

with "Question" - "Comment" - or, "2 Cents Worth" in the SUBJECT.

If I, personally, don't have an answer to any question you may ask, I will contact some of the professionals in your field of endeavor (I will probably know one or more personally) to get the real 'skinny' for you.

Note: If you want to ask a question anonymously just tell me so when you send in the question. -- Nobody but you and I will know who asked the question.

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You may contact me directly by Mail or eMail at ...

J.F. (Jim) Straw
204 Wildflower Way
Dalton, GA 30720-8029

Be sure to mention you saw it in the Business Lyceum.

Copyright - 2011, J.F. (Jim) Straw. All rights reserved.


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