Boron - Chapter 16

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.

How do we do this? Well, let’s start by feeding him
interesting facts. Like how much money there is to be made
by investing in Maui real estate. By telling how much sand
(cubic tons) is on the beach where we got the sand in that
baggie. By telling how this is one of the best beach front
investment opportunities in Maui. By telling how many pretty
girls there are around. By telling the specific kinds of
fish you can catch right off the beach etc.

OK, now after we have told him a lot of interesting facts
our AIDA formula now tells us we should now arouse his
desire.

Well, Bondo Dog, things get curiouser and curiouser. I just
got fired from my job. I’ll tell you the story when you
visit; there’s really not much to say and it’s kind of
boring so let’s get back to our letter.

So, meanwhile back at the ranch I believe we were talking
about how to create desire and, as I was saying, here’s how
we do that: What we do to create desire is we describe the
benefits our prospect gets if he buys our product or
service. Now, in the case of an investment orientated offer
what we have to offer is the prospect of making money. At
least this is our main attraction. So, what's let's
do is let’s help him to picture in his mind the benefits of
having more money. Don’t think it’s not necessary. Remember,
you must always do even the obvious. Here then, are
some benefits of having more money: