Boron - Chapter 11

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:

It is my contention that everybody divides their mail every day into two piles. An "A-Pile" and a "B-Pile". The "A" pile contains letters that appear to be personal. Like letters from friends, relatives, business associates, and so on.

On the other hand, the "B" pile contains those envelopes that, like the example above, obviously, contain a commercial message.

Now, here's the way it works: Everybody always opens all of their "A" pile mail.