Boron - Chapter 18

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.

It should have the look of an exciting news flash.

Here's something else. You know, whenever I want to study ad
layouts, I often study editorial layouts instead.

How do we apply all this to direct mail? O.K., what would
that reporter do if he wanted one of his friends in Hawaii
to buy your book? The answer? Well, perhaps he would write
his friend a letter and tell him the same things he told his
newspaper readers.