Boron - Chapter 18

(Better stop here and go call Blade and then go to "work".
Maybe I'll get to rake the sand again today!)

Let's talk a bit more about the "look" of your ads and DM
pieces. As I said, they should look (the ads) "editorial".
However, they should not look like just any old editorial
piece of writing. No. Your ads should look like an
exciting piece of editorial material.

Here is a way to think about it: Imagine that you have
written a book that you want to become a best seller. What's
the best thing that could happen? Well, how about this?
Suppose a guy who works as a reporter for the L.A. Times
gets a copy of your book and reads it and falls in love with
it.

Now, let us further imagine that this reporter likes your
book so much that he writes a full page article about our
book and tells all his readers how wonderful this book is
and why they should buy a copy. Wouldn't that be great? You
bet!

And, just to sweeten things up even more, let us suppose
that at the end of this "Rave Review" he tells his readers
how to get a copy by mail. He tells them how much it costs,
where to send the check or money order and who the payment
should made out to!

Wow! How about that! A full page rave review that makes the
reader desire the book and then tells him where and how to
get it!

Now my son, listen and listen closely. Whenever you write an
ad it should look, in so far as possible, exactly like a
rave review written by a reporter.