Boron - Chapter 11

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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ABC Publishing Bulk

209 - 5th Ave. Rate

New York, NY 10049 6666

{corner card with company name} {bulk rate indicia with

a permit number}

WOW! There is John Jones

exciting news 2193 - 7th St.

inside! Akron, OH 10104

{teaser copy} {Cheshire label}

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Pretty obvious, isn't it? In time, you are going to read my semi-famous A-Pile, B-Pile lecture. But here is a preview: