Boron - Chapter 09

# Boron - Chapter 09

The Boron Letters - Chapter 9

Wednesday, 10:30 a.m.

June 20, 1984

Dear Bond,

Well, kiddo, I don't exactly know what I'm going to write about today so what I am going to do is just keep putting words down on paper until I start to get some direction.

It occurs to me that I need to tell you that just because I told you how to pick the very best lists doesn't mean that the less responsive lists are not valuable. Never forget the coat-of-arms promotion. That was mailed (and very successfully) to names taken from the white pages of the telephone book.

I guess what I want to start on today is how to think about developing a mail order campaign. And, as I said earlier, from now on a good part of your working life should be spent reading the "SRDS" list book and newspapers and magazines that carry a lot of MO advertising.