Boron - Chapter 05

Today, we are going to get started on the subject of how to make money. Usually, when someone asks me what is the #1 big secret to making money I tell them they should get involved in whatever excites them the most.

This is good advice. Money, in my opinion, especially big money, is most often a by product of enthusiasm. If a person, secretly in his heart, wants to be an architect, he shouldn't go into selling real estate, for example, just because he has heard that that is where the money is.

The money is where the enthusiasm is. Please remember this! Remember it also, when, in the future, you need to hire someone. Always look for the most enthusiastic person, not necessarily the most qualified.

When it comes to making money, attitude is the most important thing of all. That's why you are so appreciated at Advanced Management. You have exactly the kind of attitude that a sharp employer looks for. So remember all this and when it is your turn to hire someone. Usually, Bond, when I discuss making money with someone, I spend a lot more time on attitude because it is so important. But you already have a great attitude so I'll save any further discussion for later.

Also, you already seem to have a natural talent and enthusiasm for direct marketing so I am going to directly proceed to that area.

Now, pay attention. The very first thing you must come to realize is that you must become a "student of markets". Not products. Not techniques. Not copywriting. Not how to buy space or whatever. Now, of course, all of these things are important and you must learn about them, but, the first and the most important thing you must learn is what people want to buy.