The watch mail order business is very large. As a rule, Swiss watches are the sort dealt in. The values of American watches are quite well known, and they are on sale everywhere; but the Swiss watches can be described in cash attracting adjectives and when sold the margin of profit is fairly good.
Indecent Advertising.
Avoid the temptation to sell obscene goods, or to sell any sort of stuff by so-called suggestive announcements. This kind of business is profitable while it lasts, but it usually ends in bringing the advertiser into disrepute and imprisonment.
Don’t Lie.
In writing a description of your goods, do not misrepresent them. A dash of adjectives now and then is customary and acceptable, for mild exaggeration is expected. Nevertheless you must not say that a ring has a diamond setting if it is only glass.
Send Circulars.
Have a catalogue or set of circulars advertising various specialties, and send this printed matter out with every package. If your first filling of an order gives satisfaction, you are quite sure to get a second order, and possibly several subsequent orders.
Letters are Valuable.
The letters that you receive from country customers are more or less valuable. Other dealers will purchase them of you for purpose of using the addresses in sending out their own catalogues.