Boron - Chapter 05

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,

brokers, dealers and individuals

who have purchased diamonds and rubies.

average unit of sale = $5,000.00

quantity = 3,979

Wow! Let's think about this for a minute. Here are almost 4,000 people who, according to this information have spent an average of $5,000.00 to buy diamonds and rubies. Let's see now... $5,000 apiece times 4,000 buyers equals - uh 20 MILLION DOLLARS!