A ""HOME BUSINESS"" BUSINESS

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HOW MANY DIRECTORIES?

We print at least 15 copies for every ad that's published in the directory. For instance, if you've sold 100 ads, you'll want to print a minimum of 1,500 copies . . . and 150 ads translates into 2,250 copies.

Another good rule of thumb is this: If you live in a town of 40,000 people, then statistically speaking-that community has about 10,000 homes. If you print and distribute 4,000 copies of your directory, you'll potentially have reached more than one third of the homes in your target area. That is considered good coverage.

DISTRIBUTION DATA

After the finished product returns from the printer, your first concern will be getting copies to each one of your advertisers (We also make a point to include a personalized letter of thanks to each one.) Then bundle up packets of the booklets, and drop them off at places that cater to consumer, such as real estate offices, insurance agencies, cafes, barber shops and beauty salons, laundromats, and consignment shops. (Of course, always obtain the owner's permission before leaving directories at any particular outlet.)

Paula and I take this idea one step lf u ether. After letting a potential distributor -whose enterprise obviously should not compete with any of those in your guide!see the directory, we explain that we plan to run a notice in the local newspapers announcing "guide giveaway" points. If that proprietor wants to be listed in this notice, we ask for a $5.00 fee and then give him or her 100 copies of the book to distribute. The money we collect from several of these storekeepers covers the cost of the newspaper notice! (And lots of people do answer the ad and pick up a directory.)

Sometimes you'll receive letters from advertisers, distributors, and satisfied customers giving positive comments about your service. Hang on to these, as they'll make effective advertisements for your next directory. (Don't ever make up quotes, though: That's not ethical business behavior.)

ONE FINAL WORD . . .

Please remember that publishing a home business directory is not an easy way to "get rich quick". It's hard work and requires a great deal of organization and time. But then, the project is more than just monetarily rewarding. Paula and I are proud that our directories have helped more than 25 new home businesses get off the ground. In addition, we've seen others expand-sometimes from ,part- to full-time enterprises!-because of the business generated by our efforts. Thus we've made a difference in the lives of our customers. We like knowing that. And, as is so often the case, by helping others we've enjoyed the benefits of extra income and respect in the communities we serve.

EDITOR'S NOTE: Paula Vineyard and Don Vandeventer have written a book, How to Publish a Directory of Home Based Businesses for Fun and Profit, which contains more information Son their "home business" business, and can be obtained for $11.50 (postpaid) by writing to H.B.D. Publications, Dept. TMEN, 4711 Ottawa Road, Rockford, Illinois 61107.)

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