Boron - Chapter 21

# Boron - Chapter 21

The Boron Letters - Chapter 21

Monday, 11:24 AM

July 2, 1984

Dear Bond,

Here I am again sitting down to write and not knowing what I
am going to write about. Yesterday was the hardest day I've
had here so far. Nothing special happened, it's just that I
started really longing for my freedom. Today my road work
was so hard that I had to divide it up into three sections
and run both in the morning and again between 10:30 and
11:30 in order to be able to finish it.

I'm tired.

Oh well, kids in Africa are starving so let's get started. I
still am stuck to let's see. Hmn? Maybe it's time we talked
about propositions. Propositions are very important. They
are the "deal" you are offering. For example: One deal might
be that if you buy one item you get another item free.
Another example of a proposition is the one used by the
record and book clubs. It goes like this: "You can have
any 10 records you want right now for only 99¢ if you agree
to buy an additional record every other month for the next
two years." Another very common "deal" or proposition
is: "If you buy right away you will get a big discount."
And another is: "I'll give you a discount if you buy more
than one." And, of course, the most common proposition
of all is simply: "If you give me X dollars I will give
you X product!"

Propositions are very important in DM and MO selling and a
very important ingredient in making your propositions work
is the "reason why". In other words when you say in effect,
"Have I got a deal for you!" you need an explanation
as to why you are offering this good deal.