Avoid Getting Ripped Off by Print and Mail Scams

In my opinion, print and mail scam artists deserve a special place in mail order hell. Why? Because they set out to defraud you from the very beginning. Many promoters of bogus programs are honest people that get caught up in a scam. Print and mail scammers know they cannot deliver what they promise, but go right ahead and rip you off anyway!

Print and mail is a much needed service for mail order. An honest print and mail dealer will print your ad or circular, assemble them into a mailing piece, and mail them to a list of opportunity seekers. You get the benefit of having your circulars printed and mailed for much less than you could do it yourself. The print and mail dealer makes a profit and it is a win/win situation. But, not if the print and mail dealer rips you off!

First of all, realize that honest print and mail dealers need to make a profit. If they mail First Class, their prices will be much higher than if they mail bulk. But, the mailing piece has a much better chance of being read if it is sent First Class. The choice is yours.

Many scam artists rip you off by charging very low prices for a certain circulation. They then mail only checking copies (a copy to each advertiser showing their ad was contained), and maybe a few more pieces. You have no way of knowing what they actually mailed. You may pay for 1,000 circulation and they only send out 100! I just received a mailing from someone that charges $33 for an 8-1/2"x11" circular to a 3,000 circulation mailed via First Class. This is a RIP OFF. Here's why:

I added up the TOTAL REVENUE for all ads in the mailer, including the promoter's! The total amount of revenue he could have received totaled $739.00. Postage: 3,000 @ 55¢ each is $1,650.00. Paper cost and printing, at a very low cost of 4¢ per page (double sided) for 11 pages would be $1,320.00 for 3,000 circulation. Cost of a mailing list and label for 3,000 would be at least $200.00 or more. Do you think this generous soul is losing $2431.00 on each mailing? NO! He is either a complete fool, extremely generous, or a rip off artist. I vote for the latter.

I saw an ad from another company offering to print and mail an 8-1/2"x11" circular to 5,000 circulation for $33.00. This is IMPOSSIBLE, even via bulk mail! Paper alone would cost at least $50 at wholesale prices! And, here's the kicker. In small print at the bottom of the ad are the words "circulation numbers do not necessarily reflect number of circulars printed & mailed". Then what the hell DO they represent? Why then does he charge different amounts for different "circulations". This guy is covering his posterior because he knows he is ripping you off!

Before you use any print & mail service ask for a copy of their publication. Add up the total revenues, just like I did above and figure out if they are making a profit. If they are not, do not use them. Note that some have a lot of their own offers in the mailer and use the revenue from other advertisers to subsidize their costs. Take this into consideration.

Ask them how they mail, where they get their lists, and request some references. Call the references and ask them their experiences. If the print and mail dealer uses bulk mail ask to see a copy of the Postal Form #3602 . Note that this statement only shows that a certain number of pieces were bulk mailed, it does not guarantee that your circular was included. But, it is a start. If the mailer has a problem providing you with a copy of this form stay away from them.

Most importantly remember that everyone is entitled to make a profit. Nobody is going to do something for you at a substantial loss! You usually get what you pay for, and print and mail is no different. A fair price for an 8-1/2" x 11" circular with a 1,000 circulation printed and mailed is $20 - $30 via bulk mail and $30-$60 via First Class. Be very leery of companies offering to do it for much less. Remember, if it sounds too good to be true, it probably is!

Terry Thomas is a writer and entrepreneur who has owned his own businesses since 1987. He is the publisher of the innovative and provocative newsletter, Mail-Order Marketing News. This newsletter provides a continuing education in mail order, along with success tips, strategies, and money- making opportunities. For a FREE sample issue and his latest mail order opportunities catalog, send 3 loose First Class Stamps, or $1.00 to: TJT Publications, P.O. Box 55685, Valencia, CA 91385 - You can reach Terry by E-mail at JJTPUB@aol.com