Boron - Chapter 16

# Boron - Chapter 16

The Boron Letters - Chapter 16

Wednesday, 9:09 AM

June 27, 1984

Dear Bond,

AIDA. As I said yesterday, it stands for attention,
interest, desire, and action.

Now, let’s talk about each of these four formula elements
and how we will use them in our sales letter.

Attention comes first. Naturally, we must get our readers
attention before he can become interested in and
desirous of our offer. Getting attention is CRUCIAL. If you
don’t get it, your letter or advertisement will never be
read. That’s why I like to attach things to the top of my DM
letters. I have attached coins, dollar bills, 2-dollar
bills, Japanese “pennies”, Mexican pesos etc. and there
gimmicks has always gotten a lot of attention.

However, as I told you before, you must get the
right kind of attention. If not, your reader will be
insulted and angry and probably won’t become a customer. So,
always remember that your attention grabber needs to be
relevant. It needs to tie in naturally with your
letter.

Now, as we have discussed, we have decided to attach a
plastic baggie filled with sand to the letter we are going
to use to sell our report on real estate investing.

There’s no doubt that this technique will get our reader’s
attention. It will really make him sit up and take notice.
It will be the right kind of attention too. Because it is
relevant. It has a natural tie in with the story our letter
has to tell. Actually, we have, as you will recall, more or
less written this part of the letter in an earlier lesson.

OK now, we have got attention and our first few paragraphs
have made a natural tie in with our “attention grabber.” So,
what’s next? Well, referring right back to our AIDA formula
we see that the next thing we need to do (after getting his
attention) is catch his interest.