Recounted in this book is the story of one of America's greatest mail-order geniuses and points out by his example the most valuable lessons for aspiring entrepreneurs. Included here are detailed explanations of his famous success stories, such as the placement of a [44.00 ad' in the Wall Street Journal that turned into a [15-million-a-year business and his artificial diamonds direct-mail campaign. The 12 'hats' of direct marketing are explained, how to pick products that will sell and psychological and motivational aspects of the direct mail buyer.