Boron - Chapter 16

You should pay very close attention to how I get
action in my MD and DM pitches. I do this better than
anybody. I am very thorough when it comes to closing a sale.
Here’s a little of example of how I do it. “Would you like
to get in on this great investment opportunity? Would you
like to be one of the privileged few who actually own a
piece of the finest beach in Maui? If so, it’s easy to
order. All you have to do is fill out the order coupon and
send it to me with your payment, etc., etc.”

One thing I want to stress is that you must be very clear,
very specific about what you want him to do. Lead him by the
hand and take him exactly where you want him to go. Tell him
where the order coupon is. Tell him to fill it out. Tell him
to enclose the payment. Tell him how much to send. Tell him
who the checks and money orders should be made out to. Tell
him to use the envelope. Tell him the envelope doesn't need
a stamp. (If it doesn’t.) Tell him to put the envelope in
the mail.

And, above all, tell him to do all this RIGHT NOW!
TODAY!

Tell him what he will get if he hurries and tell him what he
will lose if he delays.

Seriously, Bond, you should read my ads and DM pieces and
pay particular attention to how I close the sales. Sometimes
I devote as 25% or more of the entire ad to closing.

This, of course, has been just a few “starter ideas” on how
to create a DM promotion. As I keep saying, I’m just warming
up and will get more detailed later.

In the next couple days or so, I intend to send you Eric’s
sales letter and I want you to read it and then see if you
can see how everything I taught you in the last few days
would make his letter more effective.

But, in the meantime, I have an assignment for you. Here’s
what I want you to do: what I want you to do is get a copy
of the facelift ad and then sit down and copy it in your own
handwriting. I want you to write it out just the way you
would if you were going to take it to a secretarial service
to have it typed. By the way, check with B on this and he’ll
tell you what format your hand written copy should be in.