1. First Direct-Mailing

Early in his career, Hopkins took a job with the Bissell Carpet Sweeper Company. The first Christmas season after taking the job, Hopkins had the idea to write letters to the consumer to solicit their buying behavior. His suggestion was laughed at by the manager. "Go out on the road and try to sell sweepers." The manager said, "Wherever you go you will find them covered with dust, with dealers ready to give them away. The only way to sell a new lot is to use a gun. Get a man in a corner and compel him to sign an order. When you talk of selling such men by letter, I can only laugh." Hopkins was not discouraged. He finally convinced the manager to try a few thousand letters. He wrote dealers and told them about the company's promotions such as display racks and Christmas cards. His letter also offered a promotion in which the dealer could display the sweepers on the rack with some Christmas cards offered by the Company. The dealer had only to sign the agreement included in the letter. As a result of the promotion, five thousand letters brought the company one thousand orders.

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