Retailers Forum E Magazine Jan 2019

etailers 

VOL. 38 NO. 9 

JANUARY 2019

Top Quality Plush Toys 

Stock Items, Custom Designs & Personalized 

Wide range of adorable plush figures, 

animals & accessories that are irresistible 

to kids & kids at heart. 

Over 250 adorable items! 

Buy Direct From Manufacturer! 

• General Gift 

• Souvenir Shops 

• Seasonal Plush 

• Crane & 

Amusement Plush 

• Plush Backpacks 

• Plush Pillows 

• Plush Dolls 

• Plush Pet Toys 

FAST SHIPPING FROM WEST COAST 

EASY ON-LINE ORDERING 

WHOLESALE ACCOUNTS WELCOME 

Custom printed plush 

Great for Souvenir & Gift Shops or Corporate Events! 

These souvenir plush toys are perfect for ALL occasions. Their relaxed sitting 

pose allows them to be posed in just about any gift shop. The best feature is their 

customizable clothing. whether it be an embroidered t-shirt or a hot-stamped 

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RETAILERS FORUM MAGAZINE | JANUARY 2019 Page 3

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Page 4 JANUARY 2019 | RETAILERS FORUM MAGAZINE

This is a Buying Guide for 

RETAIL STORE OWNERS 

Presented within the pages are the latest offerings from the country’s 

leading merchandise wholesalers. The advertisers herein sell strictly 

wholesale and require that you purchase with the intent of reselling 

through retail channels. 

HOW TO USE THIS DIRECTORY 

☛ Locate the products that interest you. 

See our product directory located on 

pages 6 & 7. 

☛ Make direct contact with advertiser. 

Most will have catalogs and price lists 

for you. 

☛ Order your merchandise, which will be 

shipped directly to your store. 

CLICK ON BANNERS 

IN SELECT ADS 


TO GET FREE CATALOGS/PRICING 

FORUM PUBLISHING COMPANY 

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Sell to over 60,000 

stores through Forum 

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JANUARY 2019 

THE TRUSTED BUYING SOURCE FOR RETAIL STORES! 

ADVERTISING 

FORUM AD RATES ......... 09 

APPAREL 

1 STOP WHOLESALE .... 66/67 

BLANK TEES. .............. 78 

BOUTIQUE CLOSEOUTS. .... 75 

CLOTHINGWARE .......... 87 

DD BULK .................. 22 

FASHIONABLE SALES. ...... 61 

FLIRTY WHOLESALE ....... 40 

KARMA CIRCLE. ........... 18 

SCARF WAREHOUSE ....... 81 

STYLE IN FASHION ......... 18 

STYLISH PLUS ............. 39 

T SHIRT REP ............... 23 

UIN DEALS .......BACK COVER 

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USACOSTUMERS.COM ..... 76 

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GET THAT WHOLESALE ..... 89 

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REMY WAREHOUSE ........ 62 

SMARTEST BARGAIN . ...... 59 

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BOOKS 

BUYERS CONTACTS ........ 37 

CLOSEOUT DIRECTORY. .... 94 

HIDDEN WEALTH .......... 91 

SALESMANS GUIDES ....... 92 

TRADE BOOKS. ........95-101 

CANDY 

SWEET WHOLESALERS ..... 51 

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CELLCITY.BIZ ............. 55 

WHOLE-CELL ............. 25 

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REFURB SHOPS ............ 46 

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FIND IT CHINA ............. 63 

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EXP MERCHANT ........... 80

#1 

BUYING GUIDE 

FOR RETAIL STORES! 

DISPLAY/SUPPLIES 

& SERVICES 

AVVO .................... 74 

CC WAREHOUSE . . . . . . . . . . . .73 

E-STORE BUILDERS ........ 42 

E STORE SIGNS ............ 43 

E-STORE SITES ............ 32 

FB CAMPAIGNS ............ 70 

FIND IT ASIA. .............. 79 

FORUM ADVISORS . . . . . . . . . .50 

FORUM PRINTERS ......... 60 

FUNDING OFFICES ......... 72 

FOOTWEAR 

79 SOUTH CHINA .......... 03 

SNEAKER CLEARANCE. ..... 33 

HANDBAGS 

BAG CLOSEOUTS .......... 85 

BAG VENDORS ............ 26 

HOME & HOUSEWARE 

DAKOTA STEEL ART ........ 19 

RUG PROFITS.............. 31 

RUSH SUPPLIERS .......... 88 

INCENSE/OILS 

NOVELTIES 

BEST VALUE PRODUCTS .... 30 

NOVELTY SELLER .......... 02 

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RC VARIETY ............... 57 

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JEWELRY/ 

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BLING WHOLESALER ....... 04 

BODY CANDY HQ .......... 53 

BUND JEWELRY............ 29 

CLOSEOUTS FOR SALE. ..... 27 

HIPWHOLESALE ........... 71 

JEWEL CLEARANCE ........ 30 

JEWELRY MINERS. ......... 47 

KAASH ................... 17 

SHAKE WHOLESALE. ....... 28 

LIGHTERS 

RETAILING NEWS .......... 14 

WHAT’S HOT .............. 12 

SUNGLASSES 

SUNNY TRADING .......... 15 

TRADE SHOWS 

ASD VEGAS SHOW ......... 36 

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Databases for ALL Industries 

www.BuyersContacts.com

ADVERTISING INFORMATION 

www.retailersforum.com 

VOL 28 NO. 2 

JUNE 2008 

MARKETING TIPS! 

MERCHANDISE SOURCES 

RETAILING TIPS 

SELL LIKE AN 

EGYPTIAN! 

Reach Active Buyers with our Print Readership 

Plus over 265,000+ Page Views Monthly Online 

✔ Apparel and Accessory Stores 

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✔ Discount and Dollar Stores 

✔ Distributors and Jobbers 

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✔ Novelty and Toy Stores 

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✔ Sporting Goods Stores 

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✔ Wholesalers 

ESTABLISHED IN 1981 as a buying source for store 

owners and wholesalers, Retailers Forum offers advertisers 

a large national circulation to showcase their products 

and services. Many of our readers are located in rural 

areas where access to merchandise is difficult, making our 

magazine indispensable to their buyers. 

Through our unique direct mail and trade show 

circulation we constantly rotate our mailing lists, adding 

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over 265,000+ page views monthly for our advertisers, 

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Your online ad will link to your website and email 

address and we provide unlimited transfers from our 

readers into your website 24/7. 




CONTACT US: 

TEL: 1-800-635-7654 

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Email: ForumPublishing@gmail.com 


etailers 

ADVERTISING RATES 

AD SIZE 1 ISSUE 3 ISSUES 6 ISSUES 12 ISSUES 

› Page $400 $300 $275 $250 

¼ Page $525 $425 $400 $350 

½ Page $625 $525 $500 $450 

Full Page $850 $750 $700 $650 

2 Pages $1,350 $1,250 $1,150 $1,050 

Prices shown per month, above rates include full color printing 

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› Page: 2¼" high x 3¼" wide 

¼ Page: 4‚" high x 3¼" wide 

½ Page: 

Full Page: 

4‚" high x 7" wide or 

9½" high x 3¼" wide 

9½" high x 7" wide 

Email or provide CD of ad in exact dimensions as JPG, TIF or preferred 

PDF format in CMYK color, 300 dpi resolution only 

FULL MARKETING PROGRAM INCLUDED >> 

✔ Monthly print and mail magazine 

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✔ Distribution at top trade shows 

Printed Magazine 

• Your ad is featured in our 

printed magazine circulated 

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industry’s top trade shows. 

Complete Digital Magazine 

• Your ad runs on-line at 

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• Over 265,000+ monthly 

page views 

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Phone APP 

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Search Marketing 

• Your company included in 

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engine: www.supplier411.com 

• Saturation marketing coverage 

on our new wholesale portal: 

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TOP INDUSTRY 

TRADE SHOWS 2019 

JANUARY 

Los Angeles Market Week 

Minneapolis Gift Show 

Philadelphia Gift & Variety Show 

St. Louis Gift Show 

FEBRUARY 

California Marketplace 

Charlotte Gift Show 

Louisville Gift Show 

Magic Sourcing Show 

New York Toy Fair 

Off Price Specialist Show 

Seattle Gift Show 

MARCH 

ASD Marketweek Las Vegas Show 


Norton’s Gift & Variety Show 

APRIL 

Hawaii Merchandise Expo 

Portland Gift Show 

Charlotte Gift Show 

MAY 

Off Price Show NY 

JUNE 

Charlotte Gift & Variety Show 

Dallas Gift & Variety Show 

LA Fashion Market 



JULY 

ASD Market Week 

California Marketplace 

Oklahoma City Wholesale Show 

Philadelphia Gift & Variety Show 

AUGUST 

Biloxi Wholesale Show 

Fort Lauderdale Gift Show 

Louisville Gift Show 


Off Price Specialist Show 

St. Louis Gift Show 

SEPTEMBER 

Asia America Wholesale Show 

California Gift & Home Show 

Charlotte Gift & Variety Show 

Hawaii Gift Show 


OCTOBER 

Las Vegas Souvenir & Gift Show 

Minneapolis Gift & Variety Show 

Additional Shows TBD 

NOVEMBER 

Gatlinburg Gift Show 

Hawaii Merchandise Expo 


Ocean City Gift Show 

Smoky Mountain Variety 

DECEMBER 

Charlotte Gift & Variety 

Grand Strand Gift & Variety Show 

Our Large Holiday Issue Hits The Mails 

Before Thanksgiving to Maximize 

Advertisers Results! 

* Show schedules are subject to change without notice.

FROM THE PUBLISHER 

retailing year we have had. 

What an exciting Let me be the first to say 

Happy New Year! We made it through another holiday season together. 

WHAT a surprising season 

we have had in our industry 

with retail sales the highest 

they have been in many years, 

an economy that is steam 

rolling ahead and shoppers 

doing actually that... 

shopping! 

WHILE numbers are up 

many retailers have seen 

the importance of having an 

online presence and it is more important 

than ever for your business to be well 

represented with an e-commerce website. 

WE learned from this past holiday that 

foot traffic at traditional retailers was 

lower between 6-10% depending on 

what study you consult. We’d also seen 

that Small Business Saturday also had 

a decline in traffic of almost 10%. There 

was still buying, and lots of it, but let the 

numbers also serve as a wake-up call to 

all that it is increasingly necessary to have 

an order-taking website in place so your 

business can prosper. 

ALL indicators show that this new 

year will be off to a good start as the 

economy settles in, trade tariffs resolve 

and consumer confidence stabilizes. If you 

follow the trends you will learn that there 

will be upticks in some segments this year 

and one of the largest will be consumer 

spending on house and home products. 

>> ON-LINE SOURCING 

With a decrease in home sales 

there will be an increase in 

home improvements and 

decor. And home is where the 

money is for retailers! 

NOW is the time to restock 

your stores and businesses 

with fresh goods for the new 

year. Replace your depleted 

inventory with new items 

that will excite your shoppers. 

Seriously, if your dusty widgets didn’t sell 

this past holiday season they’re not going 

to sell now. Run special discount sales to 

move out the old merchandise and use the 

proceeds to replenish. Mark it down, move 

it out, trade it or donate it. 

USE this special restocking issue to 

discover new merchandise and suppliers 

to make your first quarter profitable. Now 

is the time to make a fresh start and 

speed into 2019 with gusto and new goals 

and ambitions. Let’s Make Your Store 

Great Again by taking advantage of all the 

opportunities that abound for us. 

AS for us here at Forum Publishing, we 

are looking forward to another great year 

serving the industry and will continue 

to expand our offerings which includes 

promoting our newest website portal: 

www.WholesaleSources.com. 

The entire issue of 

Retailers Forum Magazine 

is posted on-line at 


Includes: Website Links * 

E-Mail Links * Printable PDF’s 

ACCESS OUR MAGAZINE 

FROM ANYWHERE 24/7 

RETAILERS 

FORUM 

SALES & MARKETING 

Gregory Brown 

Tom Richards 

Scott Savitt 

Martin Stevens 

OFFICE MANAGER 

Leah C. 

PRODUCTION 

Lisa Maresca-Smith 

CREDIT DEPARTMENT 

Kristine Hines 

CIRCULATION 

Discount Reading Svc. 

LITERARY STAFF 

Patricia Luebke 

Jason Meyers 

Rachel Spearman 

COLOR PRODUCTION 

Anchor Imaging 

PRINTING 

Composing Room 

ART DIRECTION 

Gregory Stevens 


OVERSEAS OFFICE 

Trade Channel 

N.W. Guineastr 30 

2022 PA Haarlem 

Netherlands 

+31-23-531-90-22 

Published Monthly by: 

Forum Publishing Co. 

383 East Main Street 

Centerport, NY 11721 

Tel: 631/754-5000 

Fax: 631/754-0630 

forumpublishing@gmail.com 


37 Years 

1981-2018 

RETAILERS FORUM is published monthly at 

$75/year USA, $125/year foreign. 

Entire contents copyright ©2019 by 

Forum Publishing. Publisher assumes no 

responsibility for contents herein. First and 

third class postage paid at Centerport, NY. 

Bulk mail paid at NY, Brookfield, WI and 

Hooksett, NH under private mail indicia via 

publication mailing.

etailers 

Reader Response 

FREE PRODUCT INFORMATION FROM OUR ADVERTISERS 

Have our advertisers contact you directly! Simply select the advertisements that 

interest you and fax this form to 631-754-0630 or fill in on-line at www.Vendor411.com 

APPAREL 

❒ All Advertisers in APPAREL 

❒ 01. 1 Stop Wholesale 

❒ 13. Karma Circle 

❒ 28. Style in Fashion 

CREDIT CARD PROCESSING 

❒ All Advertisers in CREDIT CARD PROCESSING 

❒ 38. EXS Credit 

❒ 68. NOAMB.com 

FOOTWEAR 

❒ All Advertisers in FOOTWEAR 

❒ 37. 79 South China 

GENERAL & VARIETY 

❒ All Advertisers in GENERAL & VARIETY 

❒ 48. Bargain Outlet 

❒ 03. East West Trading 

❒ 07. Ramsons 

HOME & HOUSE 

❒ All Advertisers in HOME & HOUSE 

❒ 23. Dakota Steel Art 

INCENSE 

❒ All Advertisers in INCENSE 

❒ 41. Mystical Moments 

JEWELRY & ACCESSORIES 

❒ All Advertisers in JEWELRY 

❒ 06. Kaash 

NOVELTIES/TOYS 

❒ All Advertisers in NOVELTIES/TOYS 

❒ 05. Best Value Products 

SUNGLASSES 

❒ All Advertisers in SUNGLASSES 

❒ 32. Sunny Trading 

WESTERN ACCESSORIES 

❒ All Advertisers in WESTERN ACCESSORIES 

❒ 33. JR Palacios 

For Quick Response: 

Fax: 631-754-0630 • On-Line: www.Vendor411.com 

Mail: Forum Publishing Co. • 383 E. Main St. • Centerport, NY 11721 

Your Name _____________________________________________ Type of Business ____________________________________ 

Company Name _____________________________________________________________________________________________ 

Address ____________________________________________________________________________________________________ 

City ____________________________________________________State _____________________ Zip ______________________ 

E-Mail: _________________________________________________Tel _______________________ Fax ______________________

For more information, contact: 

www.CloseoutsForSale.com 

$ 

129.00 

Silver 

Double 

Heart 

Pendant 


www.NoveltySeller.com 


www.DDBulk.com 

DIAMONDS-RETAILERS BEST FRIEND 

THE saying Diamonds are a girls best friend is also true that they are a 

RETAILERS best friend! Interesting fact that diamonds and fine jewelry 

often have a 3x keystone markup that allows sellers a great margin when 

sold at their stores. This is often why you see jewelry discounted at a lot of 

stores because even with 50% off the seller is still making 25% margins. 

OFTEN in the past it was hard to find suppliers who had sharp prices and 

would sell one-off’s, small quantities so that retailers could keep a wide 

variety of styles and inventory. With Closeouts For Sale you will get the 

benefit of 21 years of their buying experience to direct you to the fastest 

selling and most profitable jewelry items available. And best of all, you can 

buy single pieces to keep your display cases loaded. 

THIS month’s special is a Diamond Heart Pendant complete with gold 18” 

box chain for just $295.00. 

FLUSH WITH PLUSH 

EVERYONE loves plush toys, young and old and no matter what new gadget 

comes out to buy there is nothing better than gifting a nice plush stuffed animal. 

In fact, NoveltySeller.com features over 260 adorable items of plush that is used 

for cranes, fairs and festivals, gift and souvenir shops and corporate gifting events. 

THE company sells stock plush as well as personalized with company names, 

cities and states for souvenir shops and they can even create your own design into a 

plush animal in small quantities using their state of the art manufacturing facilities. 

WITH fast easy online ordering and quick shipping from their west coast 

warehouse this should be your new resource. Click on their Wholesale Tab and set 

up your account today. 

SEXY SELLS 

LINGERIE has always been a great seller and is purchased by both men and 

women which catapults sales into the tens of millions of dollars annually. DD 

Bulk is a top leader in lingerie and pajama sales and has been servicing the USA 

and abroad from their Atlanta location since 1997. 

WHETHER you have a retail store, home party sales, online store or flea 

market booth, they have what you are looking for. Everything from nice to 

naughty for both sexes. Their website makes it easy to order and small quantity 

sales are welcomed. 

THIS month’s special is their Ready-to-Retail PAJAMA Package with over 

60 assorted items ready to market, for just $300.00 

Visit Our New Monthly What’s Hot online at: www.HotProducts.biz • Get listed: 800-635-7654 


Stay Informed 

S urceS for General & variety StoreS 


retailers 

HOW DOES 

2010 LOOK? 

RESTOCKING 

YOUR STORE 

WHAT’S HOT! 

JAN. SHOWS 

ATTRACTING 

SHOPPERS 

VOL. 29 NO. 9 

JANUARY 2010 

retailers 

Wholesale Merchandise 

Industry News 

Retailing Tips 

Hot New Products 

Trade Show Calendar 

And Much More… 

SUBSCRIBE TODAY! www.Forum123.com 

View 1 Year Free (12 online: Issues).....$50 www.RFmagazine.com CALL TOLL • Printed FREE: Copies 800-635-7654 Mailed Monthly: • Fax 631-754-0630 

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Mail Check or Money Order to: Forum Publishing • 383 E. Main St. • Centerport, NY 11721 

Name ___________________________________________ 

Address __________________________________________ 

________________________________________________ 

o MONEY ORDER 

o CREDIT CARD 

o CHECK 

Card No._____________________________ Exp ________ 

City/State___________________________ Zip ___________ Signature _______________________________________ 


Holiday 2018 Wrap Up 

WE have made it through another holiday season and for the most part retailers had a lot to be 

happy with during this one! With consumer confidence at all-time highs and a record number of people 

employed the season got off to a big start. While in-store traffic has been reported down between 6-10% 

depending on which survey you read, the amount of money spent between brick-and-mortar and online 

sales was staggering and set new records. 

BELOW are some of the take-aways from this past holiday season. From what we have determined it 

is aafe to assume that these top items will also play a part in holiday 2019 so it is a great idea to take your 

lead from this information and act on it for this years holiday season. 

MORE BOUGHT ON MOBILE 

Mobile devices dominated both traffic and actual orders for the entire season, with an estimated 

almost 70% of traffic and 45% of orders, espectively. Mobile devices processed more orders than 

computers during peak shopping days for the very first time. With mobile commerce surpassed computer 

devices this is a huge milestone and makes it extremely important for merchants to make sure their 

websites have great mobile capabilities. The trend is only going to increase every year so investing in your 

mobile website is imperative to drive sales for your business. 

AI-BASED PRODUCT RECOMMENDATIONS DRIVE 1/3 OF REVENUE 

With more websites personalizing shopping experiences for their users there is a big increase in 

traffic being driven by this super charged technology. More and more retailers are starting to leverage AI 

to personalize the shopping experience and it has been paying off. Almost a third of shoppes clicked on 

an AI-based product recommendation - a big increase over last year. Between AI and adding chatbots a 

more guided shopping experience is created. 

NEARLY HALF OF ALL HOLIDAY SHOPPING HAPPENED DURING CYBER WEEK 

Cyber Week was the biggest shopping week of the season, with over 40% of all holiday shopping 

done at that time. This last season represented around a 20% growth over 2017, so the trend is likely to 

continue for 2019. 

It will be important to plan ahead for Cyber Week 2019 to optimize your website and create a great 

and easy shopping experience since many shoppers will not return to you after that week. You need to play 

your best hand immediately by having the most compelling and relevant content, products and stories for 

shoppers the moment they get into shopping mode on your site. And don’t forget about customer service. 

Peak shopping traffic means increases in call volume and consumer questions. Be sure to have agents (or 

bots) ready to help shoppers in the moment and around the clock. With more shoppers concentrating on 

their buying during the first week of the holiday season this is your big opportunity to rack up your sales. 

INSTAGRAM EMERGED AS A SIGNIFICANT TRAFFIC-DRIVER FOR RETAILERS 

With more consumers using their phones to shop we expect to see more of that happening through 

social media feeds. Overall traffic share for social media was up 5% during this holiday season which was 

an increase of 17% from 2017. This is significant and indicates that it will continue to grow for next year. 

All social platforms are not created equal for e-commerce. Instagram has emerged as the winner 

when it comes to driving shoppers to retail websites. It is anticipated that the social media platform will 

grow 3x faster than the growth of overall social traffic. While Facebook referrals have decreased by as 

much as 7% you need to engage and expand on alternative social media sites to engage your shoppers 

for next season. Start now and you will prosper come Cyber Week 2019. 

For Late-Breaking Industry News Visit: www.RetailersForum.com 

If It Affects Retailing We Report On It! 




FORUM ADVERTISERS 

at ASD Marketweek 

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Coins 

Eagle Crest 

Vast Array of Merchandise 

Forum Publisher 


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STYLE IN FASHION INC. 

WEST-SIDE DESIGNS 

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Tel: (213) 624-9728 - (213) 488-1896 

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The 

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608 S. 2nd St. • Marshal, IL 62441 

(217) 822-6230 

EST. 

1983 


circle 

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“Making a difference” 

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Page 18 

125 OCEAN VIEW BLVD. SUITE # 114, PACIFIC GROVE, CA 93950 | PH # 831-747-1717, 831-915-7567 

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Page 20 




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Page 22 JANUARY 2019 | RETAILERS FORUM MAGAZINE 

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CONVENIENCE STORE CULTURE+ (SMOKE + VAPE) SOURCEDIRECT 


WE HAVE BUYERS! 

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Continued from last issue ... 

Top Self-Marketing Secrets 

– Give and You’ll Receive 

forumworkshop 

MARKETING SECRETS 

FORUM WORKSHOP 

Making Your Name Knowing with Self-Marketing 

How to Win Friends 

& 

Influence Referrals 

MARKETING SECRETS 

Making Your Name Known with Self-Marketing 

HOW TO WIN FRIENDS 

& INFLUENCE REFERRALS 

Love Letters Straight From The Start 

Love Letters Straight 

from the Start 

How to Win Friends 

& Influence Referrals 

Love Letters Straight From the Start 

1. Serve on charities to gain notoriety, but don’t We are here to challenge conventional wisdom. 

go into pro bono work solely as a resume filler. It is easy to make fun of the post office. One 

2. Become active in your professional 

joke says that half the price of a stamp is for delivery 

organization to earn sources of 

and the other half is for storage. But we 

business referrals. 

say postage stamps are the biggest bargain in 

3. Don’t wait patiently for a board 

America. 

position – volunteer. 

4. Volunteering is like tithing. 

For an investment of only a few cents, you can 

The more you give, the more you receive. give a priceless gift: a few words of praise. In 

5. Look for the ripple effect – the client who the 1830s, the writings of English educator, 

got your philanthropic efforts are paying off. Rowland Hill, convinced the U.S. and British 

6. Use volunteerism to build credibility governments that volume was the key to a 

when pitching new accounts. 

cheap postal system. For his brilliance, he was 

7. Trade services as a way to earn 

named Sir Rowland, and when he died they 

experience in a new field. 

buried him in Westminster Abbey. While in Sir 

8. Barter your expertise with trade shows and Rowland’s day the U.S. Postal Service handled 

conferences in exchange for an opportunity 6 pieces of mail per year per citizen, by the late 

to speak or to display as a vendor. 

1970s that average had climbed to 427. Today, 

9. Sponsor an event with proceeds 

the U.S. Post Office handles 166.3 billion pieces 

benefiting a charity. 

of mail per year – almost half as much as the 

10. Don’t keep your benevolence a secret. Let rest of the world combined. 

your customers and potential supporters know 

when you’re doing something worthwhile. Are you sending your fair share of mail to valued 

11. Create a publicity stunt for a charity, 

suppliers, vendors, and potential referral 

the more offbeat the better. 

sources? We all treasure personal mail that 

12. Win public service announcements by makes us feel good. By employing this truth – 

recruiting a radio or TV personality as the and our cheap postal service – you can do wonders 

for your business. 

Page honorary 38 JANUARY chair of 2019 a charitable | RETAILERS event. FORUM MAGAZINE 

continued...

TOPS • DRESSES • LINGERIE • SKIRTS • SHORTS • JEANS • SWIMSUITS 

WHOLESALE PLUS SIZE APPAREL 

Latest Styles • Largest Selections since 1973 

ANIMAL PRINT HIGH-LOW 

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EMBELLISHED 

SEMI-SHEER NECK TOP 



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TOPS • DRESSES • LINGERIE • SKIRTS • SHORTS • JEANS • SWIMSUITS 


The Greatest Thanks You Can Give 

With our frantically busy lifestyles, we often 

don’t take the time to say thank you properly. 

Investing the time it takes to do so can give 

your business an extra edge. 

One professional who can attest to the power 

of a good thank you letter is Gale Tobin. Today 

president of her own advertising agency, Tobin 

recalls a time when she worked at a large 

agency as an account executive. It was then she 

learned what a prized possession a thank-you 

letter can be. 

One of Tobin’s clients was a home builder who 

was introducing a new community on a tight 

time frame. Her job was to produce a full-color 

forumworkshop 


brochure in less than a 

week for a VIP preview 

reception. Not only 

would all of the executives 

from Tobin’s client 

be on hand, but the 

president and top management 

from the firm’s 

parent company were 

flying in for the event. 

Tobin’s dilemma is one we all face in business. 

Only part of the project rested in her control. A 

large part laid in someone else’s domain, 

namely the printer. Have you seen the cartoon 

most printers have in their lobbies? Four nebbish 

cartoon characters are laughing heartily 

under the caption “You want it when?” 

continued... 

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But Tobin had a good relationship with her 

printing representative, John Woodrow, who 

went the extra mile. He rallied the printing 

crew to put in overtime. As soon as he could 

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Woodrow made Tobin a hero. But she knew it 

would not be the last time a rush printing job 

would be needed. So Tobin gave Woodrow a 

gift money can’t buy: sincere praise. She did it 

with a letter from her boss, the president of the 

agency, to Woodrow’s boss at the print shop. 

Although the letter was not long, it was powerful. 

It said that finding star employees was not 

easy, and the company should feel fortunate to 

forumworkshop 


have John Woodrow because he is a star. The 

letter thanked the entire printing crew for coming 

through when it really counted. In closing, 

it said, “We were so impressed 

with John’s performance, we 

are taking the liberty of sending 

him a copy of this letter.” 

How would you feel if you received this letter 

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bragged about to your boss? In this instance, 

the printer sent a thank you letter back to the 

agency that was twice the length of the one it 

received. The agency’s letter had been placed 

on a bulletin board for all the employees to 

read. The printer said it was the first time in the 

company’s history that it had received such a 

letter of genuine thanks. 

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forumworkshop 


Which raises another question. If ever there is 

another rush job, do you think the printing 

company will come through for the agency? If 

the printer was asked to give a recommendation 

for an ad agency, you can also be sure 

Tobin’s firm would be at the top of their list. 

Letters Bring You Lagniappe 

It is amazing at how few people take the time to 

give another company sincere praise. Co-author 

Henry learned this when he produced a 

radio commercial using 3 nationally known entertainers 

in Hollywood. Although Henry had 

made many local commercials, it was his first 

experience directing the acting talents of big 

stars. A lot was riding on the spot’s success. 

Henry had not only talked his client into 

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place to do the spot. Located near the legendary 

intersection of Hollywood & Vine, the Sound 

Advice lobby was lined with awards for creative 

excellence. Henry found out why. Despite 

their being less than 10 years out of college, the 

firm’s principals, Lou Schwing and Matt 

Wright, were very good at the touchy job of directing 

stars with decades of acting experience. 

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forumworkshop 

Schwing and Wright coaxed take after take 

from the stars, until the final commercial was 

perfect. The real test came when the commercial 

aired. As they say in the ad game, the commercial 

made turnstiles turn and cash registers 

ring. Henry sent a letter of praise that said more 

than thanks. The letter said that the commercial 

they recorded helped his client enjoy the best 

first quarter sales in company history. 

The morning that the Sound 

Advice partners opened the 

letter, Henry received a phone 

call. Despite the many awards, 

it was their first unsolicited testimonial. 

When asked if they 

could use it to show new 

clients, Henry told them that 

was exactly why he had sent it. 

On future projects with Sound 

Advice, Henry always received 

what the shopkeepers in New 

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something extra. When you 

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help at the ice-cream parlor and you notice 

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customers’, that too is lagniappe. Once the studio 

redid a commercial on its own initiative because 

it thought it could do a better job with the 

sound effects. Later Sound Advice even solved 

what could have been an ugly situation for 

Henry with AFTRA, the performers union, on 

a project that did not concern them. And they 

did not charge him for their time. Now that’s 

really lagniappe. 

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forumworkshop 


Finding and building strong bonds with key 

groups will help your firm grow and thrive. 

The letter to Sound Advice is an example of an 

overlooked part of marketing for professionals. 

It lets you get that little something extra when 

you really need it. Sincere praise through the 

mail is a great way to make this happen. 

Your letters are not manipulation. For the strategy 

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Use Letters to 

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Think about those with whom you do business 

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to inspire them to do their best. 

A few professionals take a hard-nosed, overly 

demanding approach with the vendors they 

hire, much like a football coach or a Marine 

drill instructor. Their rationale being that you 

get only what you demand. But in truth, this is 

really counterproductive with creative people 

and only serves to alienate them. 

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forumworkshop 


The authors have found that where some measure 

of creativity is involved, vendors will deal 

with the overly demanding approach in one of 

2 ways: they let work linger, or they whip it out 

as rapidly as possible in order to do projects for 

those they like to work with. Either scenario is 

bad for you. If you feel you are not getting the 

service you deserve from vendors, better to replace 

them than to bully them. Demands just 

don’t work. 

If you like something, say so. Most professionals 

hear news only when it is bad. An occasional 

word of praise can spur them to produce 

even better work. Even when you want the 

project reworked, begin by praising what you 

liked about it. This will soften the blow when 

you tell them what’s wrong. Always try to 

frame the bad news with good news. For your 

sake, you want them in a positive frame of 

mind when they return to your project. But always 

try to praise more often than you criticize. 

A few kind words are a powerful reward. What 

gets rewarded, gets repeated. 

Please Note: A Quickie 

Letter-Writing Checklist 

Here is a quick checklist on how to write letters 

that will win friends and influence referrals. 

1. Write the letter to someone 

your contact wants to impress. 

If it’s an employee, send the 

letter to the boss. If the person is 

self-employed, write a letter that 

will impress potential clients. 

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forumworkshop 


2. Tell exactly how your contact made cash 

registers ring. Specific figures carry more 

weight than generalities. Mention numbers 

like net savings – sales percentage 

increases or total volume. 

3. Say how that person’s efforts made you 

feel. Were you proud, relieved or impressed? 

Tell him or her. 

4. Call the person a star. 

5. Keep the letter short. Many people are 

afraid to write a long letter because it will 

take too much time or mental energy. 

So they put it aside for later. But a short 

letter can be done quickly. 

Here is a sample 

letter to show you 

what we mean. 

Gail Conwell, Gail Conwell Design 

000 Boquita Drive 

Del Mar, CA. 00000 

Dear Gail: 

You are a star designer. The magazine ad you 

prepared for our parenting information hotline 

was the most successful in our history. 

More than 800 calls were received the week the 

ad appeared. That really made us feel good that 

we could be helping that many new moms and 

dads. 

You are a pleasure to work with. You care about 

creating excellent ads and are willing to go the 

extra mile. 

Thank you again for a job well done. If you ever 

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please have them give me a call. 

Sincerely, 

Henry J. DeVries, 

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forumworkshop 

Try Saying Thank You 

In Advance 

If you hired someone to do a task that is really 

important to you, try saying thank you in advance. 

Suppose you are on trial for first-degree 

murder and you have hired the best attorney 

you could find. You are innocent, of course, but 

if your lawyer can’t convince the jury of that, 

you are headed for the gas chamber. But first 

you’ll get to enjoy living with a new roommate 

who was already convicted of murder. 

Here is our recommendation if this happens to 

you. Buy your attorney a nice gift. Send the gift 

with a letter of praise that explains why you selected 

this attorney. If your attorney has a boss, 

by all means send that person a copy of the letter. 

Now answer 

this question. Do 

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might work a 

little harder for you? 

Don’t wait until 

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did it when he organized 

a disaster 

relief effort for the 

Independent Order 

of Foresters following 

the devastating 

San Francisco earthquake. Within 72 hours he 

was on the scene trying to locate members of 

this fraternal group who needed assistance. 

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forumworkshop 

Since phone communications were severely 

limited, Henry decided to print a flyer for delivery 

to shelters to offer assistance to IOF 

members. When he went to a print shop and 

asked for the flyers by 2pm the next afternoon, 

he was told it was impossible. The print shop 

was a mess since the quake. Jobs were backed 

up. They were short staffed. Maybe he could 

have it by 6pm, but it would probably be the 

next day. Many people would try to demand 

that the work be done faster, but Henry tried a 

different strategy. 

A few doors down from the print shop was a 

bakery. Its specialty was extra-thick, extrachewy 

chocolate chip cookies with large 

chunks of chocolate. Henry bought a dozen of 

the cookies and took them back to the print 

shop. He attached a note that said: “Thank you 

in advance for your 

hard work. Here is some 

energy food to keep you 

going during these hectic 

days. I know you’ll 

finish my flyer for the 

earthquake victims as 

soon as you can.” 

Guess what? The most amazing thing happened. 

Not only was the job done the next day, 

it was finished by 9am. That was 24 hours 

ahead of schedule. The cookies and the note 

were prominently displayed in the print shop. 

Now whose print job do you think they did 

first? That of the person who threw his weight 

around, or the guy who gave them those big, 

chewy chocolate chip cookies? 

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forumworkshop 


We all are human beings, and we all love appreciation. 

Motivational speaker Jim Rohn 

often discusses this topic. Rohn says if we want 

better service, we need to find more clever 

ways to spend our money. One clever way is to 

bring back the true notion of tips, which originated 

as money given waiters in advance. Tips 

is really an acronym for “To Insure Prompt 

Service.” If you really want to impress some 

lunch friends, give the waitress 10 dollars before 

the meal. Tell her you really want your 

guests well taken care of. “He or she won’t only 

give you great service, he’ll hover,” says Rohn. 

Now we don’t recommend 

slipping a 5-dollar-bill to 

your defense attorney or 

architect, but the same 

principle holds true. An 

appropriate gift and a few written words of 

praise that others can see will work wonders. 

People treat others like they are treated. 

Keep the Cards & Letters Coming 

Don’t stop with thank you letters. Think of 

other ways you can use the mail to further 

your business. Here are a baker’s dozen of 

ideas that will make you remembered. 

1. Give your clients a copy of this article, Maybe 

they will read it and give you a great testimonial 

letter. 

2. When clients call to thank you on the phone, 

ask them if they would be kind enough to put 

it in writing. If you don’t ask, you don’t get. 

About half will send you a letter. Copies of testimonial 

letters make great additions to proposals 

to prospective clients. continued... 


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forumworkshop 

3. Sometimes letters from particular clients 

would be very valuable. Don’t wait for them to 

call, call them. Tell them why you want it and 

that you would be happy to send them a rough 

draft. 

4. If you are involved in a worthwhile community 

project, ask government officials for a letter 

of endorsement. Henry has done this successfully 

with the White House, various state governors, 

and local mayors. 

5. When you see a magazine article a client 

might be interested in, clip it and send it to him 

or her. Articles that pertain to business are 

great, but don’t forget articles that would be of 

personal interest. Maybe it is about the client’s 

college alma mater, hometown, or favorite 

hobby. 

6. When you travel, send postcards to clients, 

suppliers, vendors, and others you want to 

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don’t send a long-winded 

“Having a wonderful time ... 

hope everything’s fine,” 

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forumworkshop 

7. Here’s another postcard idea. Before you 

leave on your trip, type the names & addresses 

on a sheet of mail labels. Then you can just peel 

off the address. Sending postcards doesn’t have 

to be time consuming. Also, remember to buy a 

sheet of postcard stamps before you go. 

8. Clip funny cartoons and news items from the 

newspaper. The gift of laughter can go a long 

way. 

9. Here is a better idea than flowers for someone 

who is hospitalized. Buy a stack of get-well 

cards. Each day the person is in the hospital or 

at home recuperating, send a card. You might 

send anywhere from 7 to 2 dozen. Save a nice 

note for the last one. Say that, from now on, the 

person should be well on the road to recovery. 

10. Think twice before you send clients cards 

on their birthdays or 

for the holidays. You 

can make a better impression 

if you send 

cards to their children 

who are 12 and under. 

Kids love mail. And 

parents fondly remember 

someone who took 

the time to make their 

children happy. 

11. Yet another postcard 

idea. Send the children 

postcards from the 

road. A one-page letter 

on hotel stationery also 

can be a thrill for a 

child. continued... 

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forumworkshop 


12. Few things are 

as difficult as convincing 

companies 

to pay small ones 

in less than 30 

days. But the forces 

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co-author Diane’s 

company, pushed 

through the bureaucratic 

maze by 

calling the accounting 

clerk at a 

large hospital to 

determine where their payment was in the 

cycle. They then followed up by sending thank 

you flowers in advance. The stunned accounting 

clerk was so taken aback that she showed 

the flowers and the note of praise to the boss. 

The next month, a new clerk was in the position 

(we like to think the former one got a promotion 

and a raise) and he kiddingly joked that he 

liked candy. The next day a box of See’s candy 

greeted him at work. The Gage Group’s check 

was cut in record time. 

13. A final idea from Anne Boe, a keynote motivational 

speaker and author of Is Your “Net” 

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time a newspaper prints a nice feature article 

about you, take it to a print shop. Have them 

create a reprint that looks like a newsletter. 

Then mail it to potential clients and those you 

want to stay in touch with. Boe did this with a 

recent profile of hers in the San Diego Business 

Journal. She received several new client assignments 

when they received her “newsletter.” 

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forumworkshop 

Henry J. DeVries 

Roni Hicks Advertising & Public Relations 

000 Fourth Ave, Suite 0 

San Diego, CA. 00000 

Dear Henry: 

On behalf of American Medical International, I 

would like to thank you most kindly for the 

role you played in making the North Coast 

Health Center/AMI a successful event. This 

groundbreaking set some very high standards 

for AMI. 

Thank you most kindly for your creative 

thoughts, follow through, and management. 

We could not have done it without you. 

I look forward to working with you 

in the future. 

Sincerely, 

Frank J. Kruntorad 

Director of Marketing 

American Medical International 

Henry J. DeVries 




Dear Henry: 

Just a note to let you know that the direct mail 

letter you penned for me is getting results! 

We had immediate response from Bureau 

members who want to participate in our Passport 

San Diego program. In fact, we have received 

response cards every day for the past 2 

weeks. Mary Batten, our membership Director, 

plans to use your letter as a model for future direct 

mail pieces. 

We truly appreciate your time and talents to 

further this worthwhile project. 

Very Sincerely, 

Dal L. Watkins, President 

San Diego Convention & Visitors Bureau 

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forumworkshop 

August 14, 2007 

Ms. Jan Percival/Ms. Roni Hicks 




Dear Jan and Roni: 

Just a note of appreciation for the kind of public 

relations we have been receiving in the last 30 

to 45 days. I appreciate you sending a folder 

monthly of all of our clippings and activities 

and wondered if that is going to be your policy 

on a continued basis. I cycle the folder throughout 

the organization so the balance of the people 

around here can see what you are doing. As 

far as I am concerned, you are doing an excellent 

job! I realize you had a Chapter 11 to work 

with and I wouldn’t want to give you one of 

those each month, but, we are getting coverage 

and it’s starting to be the talk of the town. 

Every place I go, people say “you rose from the 

dead.” 

Keep up the good work as we need the exposure 

and it builds confidence in our investors. 

The phones are ringing off the hook! 

Again, thanks for your time and the quiet, very 

professional way in which you go about getting 

the job done. 

Sincerely, 

The Huffman Companies 

Ray L. Huffman 

President 

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forumworkshop 

TOP SELF-MARKETING SECRETS 

Tips to Win Friends & 

Influence Referrals through the Mail 

1. Send thank yous to the boss of the person 

you want to thank. Call the person a star. 

2. Say thank you in advance. A small investment 

in a thoughtful gift can reap a big return. 

3. Don’t stop with thank you letters. Keep notes 

and clippings coming so valuable contacts 

won’t forget you. 

4. Remember the humble postcard. Keep the 

message short and be funny if you can. 

5. Kids love mail. Clients and contacts fondly 

remember someone who took the time to make 

a child feel special. 

Guaranteed Better Letters 

or Your Money Back 

– 9 Sales Letter Secrets 

Martin Thompson knew he 

needed marketing help. And 

he needed it now. Long before 

America had heard of 

television’s Laura Palmer, 

Agent Cooper, or the log lady, 

Thompson founded a firm 

called Twin Peaks Pool Service 

– named after the area 

where he lived. The only 

mystery Thompson had to solve was how to 

find customers faster than you could say “pass 

the coffee and donuts.” 

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forumworkshop 

After a successful 10-year career with a large 

hardware retailer, Thompson decided to step 

out of the corporate world. He went to work for 

a friend’s pool cleaning business as an intermediate 

step before opening a pool service of his 

own. Soon after he learned the trade, his friend 

was forced to cut back. Overnight Thompson 

became a self-employed businessman, one with 

no clients and no prospects. The timing 

couldn’t be worse. Thompson had just purchased 

a new home for his wife and toddler 

son, and the family was still trying to adjust to 

the bigger house payments. 

Thompson went to a good 

friend, a creative director for 

a $10 million advertising 

agency, for advice. Should he 

run newspaper classifieds, 


print a brochure, or distribute flyers on car 

windshields? Of course, he had very little 

money to spend. Thompson heard publicity 

was very cost efficient. Should he try that? 

Sales Letters Are Like Fishing 

His friend told him that finding clients is like 

fishing. If you want to catch fish, you go where 

the fish are. If you want to clean pools, you 

have to go where the pool owners are. You can 

reach them through their mail boxes and telephones. 

The advertising agency executive said 

the fastest and cheapest way was targeted direct 

mail with telemarketing follow up. In other 

words, Thompson needed to mail sales letters 

to pool owners, then call them on the telephone 

and say, “May I clean your pool?” 

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forumworkshop 

His first step was finding pool owners in the 

Twin Peaks area. His advertising friend 

showed him how to lease a reverse telephone 

directory from the phone company for about 

$150. A reverse directory lists everyone who 

has a phone by street address. There are no unlisted 

numbers in a reverse directory. Thompson 

then drove the streets and made a check by 

every address that had a pool. Now he had a 

list of pool owners in his neighborhood. 

Next came the letter – or rather, letters. Thompson’s 

ad pal told him why he needed to make 

an offer to the pool owners to generate trials. 

Some good offers to try would be: free consultation, 

first visit for only $5, and 2 pool cleanings 

for the price of one. The trick, said the 

advertising executive, was to turn the reader on 

within 90 seconds. The rest of the letter had a 

real WIIFM approach: “What’s 

in it for me, the pool owner?” 

Not only did Thompson promise 

less work for the pool owner, 

but a safer pool because of his 

certification in handling chemicals. 

Different offers and to see 

which one attracted the most 

customers. A sample of this letter, 

and others, are included at 

the end of this section. 

Thompson then mailed the letters in batches of 

50. Within 3 days of their receipt of the letter, 

he called the pool owners. Many were very 

happy to find someone who could handle this 

chore for them. Within a few days he soon had 

more customers than he could handle. 

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forumworkshop 


Trash the Phrase Junk Mail 

Some would call Thompson’s letters junk mail. 

We say let’s stamp out the term junk mail 

posthaste. Please note that today about 9 out of 

10 Americans are ordering through the mail. A 

speaker at a national direct-mail conference recently 

reported that the average cost of an inperson 

sales call is 300 dollars, a telephone sales 

call is 8 dollars, and the average business-tobusiness 

direct mail piece 

is 50 cents. It’s no wonder 

students in co-author 

Henry’s direct-mail classes 

report they have ordered 

everything from hot-air 

balloons to horse semen 

through the mail. 

Junk mail is not junk; it fills needs. Thompson’s 

newfound customers were people who wanted 

someone responsible to clean their pools; they 

just didn’t have time to look. Most consumers 

suffer from an affliction called time famine. 

There is just not enough time to get it all done, 

especially shopping. Our ancestors were correct 

when they predicted that by the year 2007 

we would be working half time – 12 hours a 

day, 7 days a week. Thank goodness there are 

direct-mail services, 800 numbers, credit card 

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us time. 

There’s another direct mail advantage. Each 

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bombard us and demand our clientele’s attention. 

A direct-mail letter is ready when your potential 

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forumworkshop 

Here are 9 secrets to make direct mail work better 

today. (To paraphrase Ken Blanchard, author 

of The One-Minute Manager, they’re mostly 

common sense, but we call them secrets because 

most people act as though they never 

knew them.) 

Secret #1: 

Our Friend the Computer 

Today’s biggest force in direct marketing is the 

computer database. Thanks to the microchip, 

we don’t need to advertise to everybody just to 

reach somebody. Already 

180 million Americans 

are in a computer 

database. That means 

whomever you want to 

target, you can find. 

In the book Maximarketing, 

by Stan Rapp and Thomas 

Collins, the authors explain 

how public databases have 

already done the hard work 

for you. These databases have “identified by 

name and address just about every household 

worth bothering with that uses your product 

category but does not use your brand. Or (whoever) 

has exactly the hobbies or equipment or 

lifestyle your product or service calls for.” 

This all sounds well and good, but how does 

the novice tap into databases? If you just want 

to use a list, you can find one from either a directory 

or by using a list broker. To capitalize 

on the power of databases, you need to find a 

list compiler who uses computers to enhance 

mailing lists. 

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forumworkshop 

First let’s examine the straight list 

route. Standard Rate and Data 

Service publishes a 2-volume set 

that contains about 50 thousand 

compiled lists. Oxbridge Communications 

also has a comprehensive 

book of available lists. 

These directories offer a nearly 

limitless range of both consumer 

and business lists. Some of the 

categories include: 

• MAGAZINE SUBSCRIBERS 

• NEW-HOME PURCHASERS 

• DOCTORS 

• AUTOMOBILE OWNERS 

• REGISTERED VOTERS 

• COLLEGE ALUMNI 

• FREQUENT FLYERS 


Prices range anywhere from 15 to 300 dollars 

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around 30 to 50 dollars per 1,000 names for a 

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between a good list and a not-so-good list? This 

is where an independent list broker can help. It 

is wise to tap into these professionals’ directmail 

expertise. 

A second database possibility 

is closer to home. 

These are the customers 

you already have, which 

are a professional firm’s 

most valuable asset. You have to improve your 

in-house use of databases to be competitive 

today. If you haven’t done so already, you 

should start a database. You can bet that your 

competition is doing this. 

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Past buyers are excellent candidates to purchase 

again. Current customers are outstanding 

referral sources. Potential buyers who have attended 

speeches or responded to publicity 

should be cultivated through direct mail. Put 

them on the computer. Also, prospects you 

have visited are excellent targets for follow-up 

mailings. When you collect business cards at 

events, put them in the database. 

There is a lot of software that can help you set 

up your own in-house database and direct-mail 

efforts. These programs can show you: 

• How to use carrier routes 

for lowest cost mailing. 

• The best 99 dollar mailing list manager. 

• How to verify addresses and add Zip + 4. 

• How to instantly look up 

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Secret #2: The 40-40-20 Rule 

Direct-mail pioneer 

Ed Mayer is credited 

with coining the 40- 

40-20 rule. Simply 

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will be determined 

by how well 

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Another 40% 

will be determined by 

how the audience responds 

to how it perceives 

your product, service, and offer. The 

final 20% is determined by the creative package, 

which includes copywriting, artwork, and 

how it is mailed. 

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forumworkshop 

The Roni Hicks & Associates agency successfully 

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launch and position Fairbanks Ranch as one of 

the nation’s most prestigious communities. 

Stage one of the overall marketing effort was to 

sell custom lots at this master-planned community 

in Rancho Santa Fe, an exclusive enclave 

just north of San Diego. Since 40% of their success 

depended on targeting the right audience, 

a list was compiled of 1,000 of the area’s 

wealthiest and most socially active individuals. 

The list was culled from those who attended 

local $500-per-plate charity black-tie fund-raising 

events. 

Another 40% of the effort’s success depended 

on the offer. The agency chose to test an offer 

of a guided tour of Fairbanks Ranch and a complimentary 

luncheon at the exclusive Fairbanks 

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1984 Olympic 

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Event. 

The final 20% 

hinged on the 

creative package. 

A 1-page 

letter accompanied by a 4-color brochure was 

tested. The results: a tremendous 10% response 

rate. And thanks to targeting, every individual 

was prequalified. Publicity and advertising in 

the media communicate to everyone, even 

those you don’t want. With direct mail you can 

target only those individuals you want to reach. 

In this case, only people who regularly pay 

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Secret #3: You’re On My List 

Great direct mail requires people with a little 

Sherlock Holmes in them. Unfortunately, most 

novice businesspeople approach list research 

like Inspector Clouseau. 

A classic story was reported by Neil Morgan in 

the San Diego Tribune: “At La Valencia Hotel, 

brochures were mailed to a prospective guest 

who wrote for information. The envelope came 

back from Springfield, Missouri, stamped ‘cannot 

deliver without inmate registration number.’“ 

Remember to think suspects and not prospects. 

Prospects are people who have expressed some 

interest in the product. For high-ticket items, 

the goal of the direct mail effort is usually to get 

prospects to raise their hands and say they are 

interested. Then a salesperson follows up. 

But a suspect is different. This is a person you 

suspect might be a prospect. For increased response 

rates, put your creative efforts into the 

hunt for suspects. The best suspects are clones 

of your current customers. The more you know 

about them the more clues you have to find 

suspects. 

Varying direct mail lists can 

change response rates from 

plus or minus 100 to 1,000%. 

Our next article will continue “Guaranteed 

Better Letters or Your Money Back” 

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their names, addresses, websites and specialties. 

All feature high-end quality jewelry that is 

sold wholesale for resale. You would have to travel the world over to 

view the thousands of suppliers listed in this brand new directory. If 

you are in the jewelry business and looking for new, high quality suppliers, 

you must order this directory! 

Order No. FJ $29.95 

Business Directories 

Hobby & Craft 

Suppliers Guide 

The crafts industry is one of the hottest-growing 

segments in the marketplace 

today. Scrap-booking, painting, 

needle-crafts and sewing are hobbies 

that are sweeping the nation. We have 

compiled the ultimate directory of 

wholesale suppliers furnishing materials 

for this huge industry. 

• Art Materials • Baskets • Beads/ 

Trim • Ceramics • Dolls • Fabrics • 

Floral • Holiday • Paint • More! 

Order No. AC $29.95 

Holiday Merchandise 

Wholesalers 

& Manufacturers 

Introducing our newest directory that puts 

the country’s largest suppliers of holiday 

merchandise at your fingertips. Seasonal 

merchandise is a mainstay of the industry, 

but up until now it was hard to locate the 

thousands of suppliers scattered across the country. We have ended 

your searching with one directory which includes all types of wholesale 

merchandise: • Bows • Candles • Cards • Costumes • More 

Order No. HM $29.95 


Page 97 


Wholesale Gift Guide 

A Great resource to locate higher end 

decorative merchandise. This gigantic 

400 page guide is the definitive resource 

guide to finding suppliers for gift products. 

Listed by category, over 4,000 

leading wholesalers and manufacturers 

servicing the gift industry are included. 

• Accessories 

• Collectibles 

• Floral 

• Gifts 

• Home/House 

You’ll refer to this on a daily basis to 

find new suppliers for products. 

Order No. GG Gift Guide $39.95 

Annual Guide to the 

Licensing World 

Here is an incredible Directory that 

guides you through the world of Licensed 

prod-uct merchandising. Need to know 

who owns a license? Who to contact to 

distrib-ute a licensed product? This book 

has all the answers and covers the entire 

world! Licensors: Listing of companies 

that are the agents and license holders. 

These are the sources that you would 

apply to if you wish to obtain a license to 

manufacture 

merchandise. Licensees listed here you will find the companies who 

distribute licensed merchandise. Full listings include categories of 

merchandise each company handles. Contact these companies to buy 

the licensed merchandise that they have manufactured. The licensed 

merchandising industry moves billions of dollars of products every 

year and is one of the fastest growing segments of retailing. 

Order No. 321 $249.00 

USA Mail Order Catalogs 

New for this year is a compilation of BOTH 

consumer mail order catalogs in addition to 

business-to-business catalogs in one huge 

volume! Part one of this incredible collection 

of mail order catalogs provides the 

most comprehensive look at the consumer 

catalog in the industry available anywhere. 

Over 7,000 consumer catalog companies 

are listed under 44 various product chapters 

from Animals to Toys and Games. 

Catalog size, number of catalogs mailed, 

sales volume and key executive names are provided for ease in marketing 

your products to these catalogs. 

The second part of this directory provides details on suppliers 

of everything from computers to laboratory supplies; office products 

to office design; marketing resources to safety equipment. Just about 

every kind of product or service that a business needs to operate is 

covered. 

Order No. 159237-156-6 1,900 pages $450.00 

BUCKS FOR BLING 

Sourcing For Jewelry 

Makers Directory 

Up-to-date and easy-to-use directory 

solving your jewelry materials sourcing, 

production and contracting needs. 

If you are considering your own line 

of jewelry items this is a must-have 

in locating materials and factories to 

produce it. 

Accessories 

Sourcing Directory 

The comprehensive directory provides 

you with direct sources for the designing 

and manufacturing of bags, belts, 

hats, shoes, gloves. You will find the top 

companies to help you produce your merchandise 

directly at their factories. 

Order No. 121 $150.00 

Order No. 122 $100.00 

1-800-635-7654 Business Directories 


Page 98

APPAREL 

BUSINESS DIRECTORIES 

Fabrics, Services, Trims 

This up-to-date directory solves your 

production sourcing and contracting 

needs in the Americas. The sourcebook 

includes: sewing, cut-n-sew, and finishing 

contractors and apparel production 

services from within the U.S., Canada 

and South and Central America. All 

factories are sorted by clothing classification 

and by U.S. state or by country. 

This directory will help you put your 

own designs into production. 

Order No. 0971486743 $125.00 

A complete and updated guide listing 

over 2,600 nationwide suppliers of all 

types of domestic and imported fabrics, 

trims and notions, plus forecast 

services, swatch design studios and 

more for the apparel and design industries. 

Listings include sales manager’s 

name, price points, minimums, 

etc. Fabric and trim manufacturers, 

converters, jobbers and reps are 

listed. This sourcebook provides you 

with MATERIALS and sources to 

make your own goods. 

Order No. 0971486735 $135.00 

Apparel Contractors (USA Edition) 

1-800-635-7654 Page 99 

Directory of Brand Name Apparel 

Manufacturers 

Updated and easy-to-use directory 

listing brand-name label manufacturers 

and importers in the women’s, 

men’s, children’s and accessory markets. 

Developed and targeted for store 

and catalog buyers to shop the apparel 

and accessory markets easily, there are 

over 2,800 brand name labels listed, 

broken down by types of apparel classifications. 

If you are looking for the 

SOURCES for brand name goods, 

this directory is for you. 

Order No. 0971486751 $135.00 

RN & WPL Encyclopedia 

A comprehensive listing of every Registered 

Number and Wool Product Label 

ever issued by the Federal Trade Commission 

to identify all sorts of goods imported, 

manufactured and/ or sold in the U.S. Over 

126,500 records including contact information 

for more than 31,500 manufacturers, 

importers and wholesalers of apparel 

and textile goods. Listings include where 

available: RN or WPL number, contact 

names & titles, street addresses, phone & 

fax numbers, website & e-mail addresses, 

type of business and product information. 

Order No. RN8. Directory $285 

Order No. RN8C Directory/CD Combo $475 

The Small Design Company's Guide to 

Wholesale Fabrics & Trims 

Upj-to-date guide created specifically for the smaller design houses and home sewing 

businesses. Directory lists fabric and trim companies that will sell to businesses that 

require 0 to 500 yards as a production order. Book lists low-minimum and in-stock 

fabric suppliers and all their contact information. 

Order No. A-106 $65.00 

Apparel Business Directories

Buy Direct From 

HonG KonG! 

Why pay more when you can buy directly from the source! These Directories are Importers 

Guides that will show you, in full color, who the sources are, what products they sell and how 

to collect them. Discover the tremendous profits you can make by eliminating the middleman 

and buying directly from Hong Kong manufacturers who will sell to you at factory prices —and 

increase your bottom line! Importing is easy! There are no expensive courses needed, no association 

or clubs to join, no hidden costs. Once you receive your Directory you’re ready to start 

buying directly. All you need to do is mail or fax your catalog and price list request. 

Leather Goods 

• Belts • Hats • Gloves 

• Shoes • Handbags • 

Suitcases • Briefcases • 

Sportbags • Cosmetic 

bags • Wallets 

Order No. 109... $29.95 

Household 

• Appliances • Furniture 

• Craft Items • Lamps 

• Fans • Kitchenware • 

Cookware • Hardware 

• Alarms • Timers 

• Luggage • Bar 

Accessories • Bathroom 

Items • Gardening 

Order No. 110...$29.95 

Packaging 

This directory is a 

resource guide of all types 

of boxes for watches, 

jewelry, glasses, toys, 

pen sets and more. Also 

includes shopping and 

custom made displays 

and boxes. 

Order No. 121...$29.95 

Fabrics & 

Accessories 

• Piece Goods • 

Textiles • Haberdashery 

• Design/Styling 

• Equipment • 

Packaging/Labeling. 

Order No. 122...$29.95 

Watches & Clocks 

• Mechanical Watches 

• Children’s • Electronic 

• Quartz • Clocks • 

Premium • Watchbands 

Order No. 108...$29.95 

Optical 

• Spectacles • Sunglasses 

• Goggles • Lenses 

• Mountings • 

Accessories • Optometric 

Instruments • Glass 

Cases • Holders 

Order No. 116...$29.95 

Electronic 

Components & Parts 

Features manufacturers 

of circuit boards, 

computer components, 

micro chips, switches, 

keypads, transformers, 

sensors, wiring, semi 

conductors, all types of 

parts used in the making 

of electronic equipment. 

Order 

No.120...$29.95 

Toys 

B/O toys, diecast metal, 

educational, puzzles, plastic 

toys, wooden toys, board 

games, ride-on toys, dolls, 

electronic, models, stuffed 

dolls, inflatables, and 

remote control. 

Order No. 114...$29.95 

Leading Trade 

Directories 

Now Available 

to American 

Retailers 

Apparel 

•Designer Labels/ 

collections Coordinates 

• Suits • Jackets • 

Silkwear • Casual Wear 

• Furs • Leathers • 

Embroideries 

Order No. 117...$29.95 

Gifts, Premiums & Stationery 

• Consumer Electronics • 

Watches • Clocks • Toys 

• Games • Travel Goods 

• Handbags • Sporting 

Goods • Stationery • 

Gifts • Novelties 

Order No. 112...$29.95 

Jewelry 

• Diamond •Gold 

•Platinum • Pearls 

• Antique • Jade • 

Silverware • Gemstones • 

Precious Stones • Objects 

d'art 

• Designer Collections 

Order No. 111...$29.95 

Footwear 

• Casual Shoes • Dress 

Shoes • Work Boots • 

Sneakers • Fabric Shoes 

• Sandals • Mens 

• Womens • Kids 

Order No. 169...$29.95 

Avg. 160 Pages 

Electronics 

• Computers 

• Appliances • Watches 

• Toys • Games 

• TV's • Fax Machines 

•Radios • Karaoke • CD 

Players • Consumer 

Electronics 

Order No. 115...$$29.95 

1-800-635-7654 


Page 100 

Overseas & International

LEGAL 

DEPARTMENT 

How To Save Money on Legal Fees 

A poorly chosen lawyer can be the start of an 

expensive disaster. This book gives you information 

on: finding the right lawyer, how to save 

money, saving your lawyer’s time, making use 

of free and low-cost legal services, bartering to 

your advantage, keeping accurate records, and 

understanding lawyers and the legal system. 

Order No. 2598 240 pages $12.95 

Protect Yourself From 

Business Lawsuits 

This groundbreaking book offers novela and 

inexpensive advice on how companies and 

their employees can use commonsense business 

tactics to avoid potentially devastating 

litigation. Learn to avoid the 8 major mistakes 

that often result in litigation. This book 

is a must for everyone—from the CEO to the 

average employee seeking to protect their career. 

Order No. 0-68485267-5 

223 pages (Hdcvr) $23.95 

“A blockbuster 

book that 

tells you almost 

more than you 

ought to know” 

How to Protect 

Your Business 

From Fraud, 

Scams & Crime 

Incorporate Yourself 

Incorporating your business is simple and can 

be done without an attorney…saving you hundreds 

of dollars. This valuable guide is written 

to de-mystify the mind boggling details and 

clarifies all strategies involved in your success 

and the success of your business. 

Order No. 176 Hdcvr $24.95 

The Partnership Book 

The best way going into 

business with a friend is 

to have a solid partnership 

agreement. This book shows 

how to write an agreement 

covering evaluation of partner 

assets, disputes, buy-outs, expansion, 

and death of a partner. Problems of getting started 

and partnership taxation laws are examined. 

Order No. 0-87337-141-0 $39.95 

The Law (in Plain English) 

for Small Businesses 

This latest edition provides access to the most 

current legal information to keep track of new 

legal developments and to efficiently handle 

any legal issues. This book covers the legal basics 

as well as the complexities of business law 

today including: licensing, advertising, trademarks 

and copyrights, expanding markets, 

business organization, and more. 

Order No. -880559-95-1 245 pages $19.95 

Handbook of Successful Franchising 

Franchising is the best opportunity for new 

entrepreneurs. Compare on the basis of what 

you get for your money-training, marketing, 

start-up costs, long term support, legal rights, 

financial responsibilities, and marketing evaluation. 

Company track records, history, units 

operating, and locations. Includes list of Government 

funding assistance programs and 

every business area from food outlets to computer/electronic, 

to employment agencies. 

Order No. 30 520 pages $39.95 

This guide protects your business from internal or external fraud, scams and crime. Drawing 

from the Better Business Bureau, government and law enforcement agencies, the book 

offers practical, proven guidelines for recognizing the scams, defending your business, and 

seeking legal recourse if you are victimized! Covers: Office Supply Scheme, Phony Invoice 

Schemes, Bankruptcy Fraud, Coupon Theft, and Mailorder and Multi-Level. 

Order No. 82 204 pages $11.95 

1-800-635-7654 RETAILERS Page 101 FORUM MAGAZINE | JANUARY Legal 2019 Department 

Page 101

ys • apparel • jewelry • housewares • incense • e-cigs 

Suppliers 24/7 

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ooks • handbags • sunglasses • accessories • DVD movies 

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ols • electronics • liquidations • closeouts • collectibles 

pet products • toys • apparel • jewelry • housewares • 

cense • e-cigs • perfumes • earrings • candy • electronics 


sportswear Info • books • Advice • handbags • Wholesale • sunglasses Sources• 

accessories 

DVD movies • novelties • caps • charms • watches • 

All WholesAle… All the time ® 


nives • furniture • smoking accessories • footwear • gifts

THE ULTIMATE 

WHOLESALE RESOURCE! 

Instant 

Access to: 

• Free Monthly Trade 

Magazines 

• Articles For Your 

Business 

• Hot Products 

Review 

• USA’s Leading 

Wholesaler Search 

WholesaleSources.com 

your search engine for everything wholesale! 

RETAILERS FORUM MAGAZINE | | JANUARY 2019 Page 103

JANUARY 2019 


383 East Main St., Centerport, NY 11721 

Passion for Fashion 

Great Resource for Independent Online & Brick-and-Mortar Retailers. 

Join UIN/Milanoo for a solid and reliable source for the latest fashion merchandise. 

We ship worldwide with NO minimum orders. 

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Page 104 

SOLID & RELIABLE SOURCE for the latest fashion merchandise 

We Ship Worldwide - NO Minimum Order 

www.UinDeals.com 

JANUARY 2019 | RETAILERS FORUM 

Page 

MAGAZINE 

104

Retailers Forum E Magazine Jan 2019

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