Merchandise Spotlight: Books
Selling Books Direct
“The first book catalogs were printed in Venice in the 1500s,” writes Cecil C. Hoge Sr. in his wonderful book, “The First Hundred Years Are the Toughest.” “In America, before the Revolution, Benjamin Franklin published a book catalog asking for mail orders.”
What Hoge neglected to report was that as well as inventing bifocals and the Franklin stove, our first postmaster general also created the very first mail-order guarantee:
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
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