How to Conduct a Small Mail Order Business

In 1896, the postal system was quietly revolutionizing American commerce. For the first time, entrepreneurs could reach customers hundreds of miles away without a single storefront. W. E. Skinner's practical guide captures this entrepreneurial moment, offering step-by-step advice on launching and sustaining a mail order business. Skinner understood that success in this new frontier required more than just catalog listings: it demanded careful product selection, compelling advertising copy, and above all, unshakable integrity with customers. The book counsels readers to choose goods wisely (both reliable staples and tempting novelties), to craft promotional materials that tell the truth, and to build lasting relationships that turn one-time buyers into loyal patrons. What elevates this beyond a period artifact is Skinner's moral seriousness: he warns repeatedly against deceptive practices, insisting that short-term tricks ruin long-term viability. Reading it now feels like discovering a forgotten business philosophy one wish more modern entrepreneurs had inherited.