Boron - Chapter 11

# Boron - Chapter 11

The Boron Letters - Chapter 11

Friday, 9:07 AM

June 22, 1984

Dear Bond,

As I left you yesterday, we had just came up with a working title for our real estate investment report. I believe it was "The Amazing L.A. Roadmap To Real Estate Riches!"

Maybe we can come up with a better title but this one is fine. At least for now. I believe we have also discussed extracting the goodies from several real estate books and we have collected and examined other DM pieces and MO ads for books and so forth that deal with real estate investments. We know how to choose a list to test and now it's time for us to create the DM promotion.

The first thing we are going to discuss is the outside envelope. This is where most mailers mess up first. You see, what most mailers do is put so-called "teaser copy" on the outside envelope and, in general, design the envelope so that it is very obvious that it contains a sales pitch.

If you will turn the page, I will show you what a typical direct mail outer envelope looks like. Whoops. We're here already!

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