Boron - Chapter 06

# Boron - Chapter 06

The Boron Letters - Chapter 6

Sunday, 10:16 a.m.

June 17, 1984

Dear Bond,

No messing around. I'm going to dive right back into the subject of becoming a "student of markets".

As you know, once in a while I give a class on copywriting and/or selling by mail. One of the questions I like to ask my students is: "If you and I both owned a hamburger stand and we were in a contest to see who would sell the most hamburgers, what advantages would you most like to have on your side?"

The answers vary. Some people say they would like to have the advantage of having superior meat from which to make their hamburgers. Others say they want sesame seed buns. Others mention location. Someone usually wants to be able to offer the lowest prices.