Boron - Chapter 05

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!

Think about it. What else would they be likely to buy? How about more of the same? (That's usually a good bet.) Maybe (probably) they'd be receptive to a hot new diamond offer.

Hmn?

Here's another:

Diamond Buyers And Enquirers

Description: People who purchased

or inquired about purchasing

diamonds. 60% buyers.

Average unit of sale = $5,000.00

(always pay special

attention to the average

unit of sale - the higher

the better!)