Gary Halbert · whole document (21)
Boron - Chapter 06
Possibility #6 - We could mail our promotion to a list of wealthy people who have purchased (by mail) a product similar to ours - several times!
Comments: Yeah! Now we're cooking! Just imagine. They're MO buyers. They're wealthy! They've purchased (by mail) a product similar to ours. AND they are repeat buyers of this type of product. How sweet it is! Can it get any sweeter? Yes, dear Son, it can! Read on.
Possibility #7 - We could mail our promotion to a list of wealthy people who have purchased (by mail) a product similar to ours - several times AND WHO HAVE PAID BIG MONEY FOR WHAT THEY BOUGHT.
Comments: Goody. These people are very close to the "crème de la crème" of lists we can mail to. But wait! Why do I say they are "very close" to the best? After all, what more could we ask for? Hold on! We're not done yet.
But not quite. Just keep reading.
Possibility #8 - We could mail our promotion to a list of wealthy people who have purchased (by mail) a product similar to ours - and who have done so repeatedly - and who have paid big money for what they purchased - AND WHO HAVE VERY RECENTLY MADE SUCH A PURCHASE!
Comments: This is almost as good a list as we can get. It is certainly the best list we are likely to be able to rent.
But not quite. Just keep reading.
Possibility #9 - We could mail our promotion to a list of people who have all the characteristics of possibility #8 AND WHO OUR FRIENDLY LIST BROKER TELLS US IS WORKING LIKE CRAZY FOR OTHER MAILERS WITH PROMOTIONS SIMILAR TO OURS.
Comments: For a variety of reasons, many lists that should work don't. Who knows why? It really doesn't matter why. What matters is that a list is or is not responsive. And the best way to know what lists are hot is to have a good relationship with a good honest broker. In fact, if you have a good relationship with a good broker one of the things he will do (because it is to his financial advantage) is to keep an eye out for hot lists that are likely to work for your offers. And now, with this last list we have finally and truly identified the best list you can mail to.