Boron - Chapter 14

# Boron - Chapter 14

The Boron Letters - Chapter 14

Monday, 9:05 AM

June 25, 1984

Dear Bond,

Today we are going to talk about that baggie full of dirt that we have attached to our real estate investment sales letter.

Now, listen up. While it is true that you must attract attention to your advertisements and sales letters, it is also true that your "attention grabber" should be relevant. It should tie in with your message. It should make sense.

Once upon a time there was a guy who wrote a series of articles for a magazine called "Printers Ink." I forget the guys pen name but he was very good. He wrote about how to improve DM & MO advertising.

Well, anyway, he once called an excellent example of how you should NOT attract attention. Check out this headline:

A Submarine

That Flies?

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And then, beneath that headline was the copy: "No, we don't have a submarine that flies but our pink pills, etc., etc."

A cheap shot. People resent this kind of fraud. Don't do it. If you put your mind to work you won't have to either. You can grab attention without "cheating", without making the reader feel ripped off. Which brings me right back to our dirt filled baggie.