W. E. (William E.) Skinner
How to conduct a small mail order business
"How to Conduct a Small Mail Order Business" by W. E. Skinner is a practical guide published in the late 19th century. This book offers insights into the growing phenomenon of mail order commerce during a period when postal systems were evolving, allowing individuals and businesses to sell goods directly through mail. The content focuses on the logistics, strategies, and ethical considerations of launching a successful mail order business. The book discusses the importance of selecting appealing products—both staples and novelties—and emphasizes effective advertising techniques. Skinner advises potential entrepreneurs on how to attract customers through compelling descriptions and promotional materials while cautioning against deceptive practices. Additionally, he highlights the significance of building trust and maintaining good customer relationships to foster repeat business. The text reflects a thorough understanding of the early mail order market, offering practical tips on product selection, advertising, and the management of operations within this burgeoning industry.