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.

You see, if you don't have an explanation, your "deal" won't
be believable and you may not get the sale.

Here are some common explanations for good deals:

"I'm going out of
business."

"I just had a fire and
I'm having a fire sale."