Boron - Chapter 14

Comprende?

Now, how in the world do we include an order card and/or a sales brochure in our envelope and still hide it (temporarily) from our reader?

Believe it or not, it took me years to figure this out. And, just like the paperclip, it is so simple, you wonder why you didn't see it instantly.

Here's how I do it: What I do is, take an 8-1/2x11 piece of paper and cut it in half long ways.

(cut here)

- - - - -

Next I fold the cut pieces in thirds like this:

(fold here)

- - -

(fold here)

- - -

Now, turn the piece around and write this on the back:

NOTE: Open this paper to find the special info mentioned in my letter.

OK, now, that which I have just written should be printed in blue ink and appear to be handwritten. Notice that it refers him to my letter and it is personalized with my initials.

Now here is what he will see when he finally opens that note:

Here Is The Info I Mentioned In My Letter!

~~~~~~~~ (Boxed

~~~~~~ Photo

~~~~~~~~ Here)

~~~~~~~

(Order Coupon)

O.K., kiddo, here is my final point for the day. Although I like my letters to be personal, in most cases, I also like them to be "businesslike personal".

And, that's why part of the package should be typeset and maybe contain some photographs. Your see, this adds an air of stability to your promotion. It makes you seem like a real business.

Again, I want to emphasize that in order to make it easy to order (and to credential our offer) we need stuff like order cards, brochures, photos, and typeset copy.