Boron - Chapter 05

Yet nobody reads it. At least not here on earth. It must be all those Martians.

What do people read? I'll bet if you took a survey you would discover that the most read book of all is the Bible.

It's just not true. Hardly anyone (percentage wise) has actually read the Bible. A lot of people own a Bible, a lot of people DISPLAY their Bibles, some people are given to swearing on a Bible but damn-few people have actually READ the Bible.

And who can blame them? The Bible is repetitive, hard-to-read and most of it is deadly boring.

Yet people feel guilty and, in their attempt to give the RIGHT answer, they will say (and often convince themselves) that the Bible is their favorite reading material.

You want to know what some people would consider a sickening statistic? Here it is: MORE PEOPLE READ THE "NATIONAL ENQUIRER" IN ONE SINGLE WEEK THAN HAVE EVER READ THE BIBLE IN THE LAST 2,000 YEARS!

Sorry. But that's the way it is. And, if you want to be a top notch marketing man you have to know how it is. How it really is. Not how people (or you) wish it was or how they think it is. No. You must become a "student of reality".

How do you find out what people actually buy? And, more particularly, how do you find out what they buy via direct response? The "SRDS Direct Mail List Book". Then what you should do is turn to the CONSUMER LISTS section and just start reading. It will be quite an adventure. You should pay special attention to the numbers involved and the descriptions of the lists.

Let's see if I can find an example. Aha! Here are a few that look very interesting under section 561 which is the classification for INVESTORS.

Diamond And Ruby Buyers

Description: Investment counselors,