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.

Hey, by the way, I jogged the hill 4 times (non-stop) yesterday!

Well, anyway, I myself, have recently been thumbing through the "SRDS" book and an interesting idea has occurred to me. There is, as you shall see when you start using the book, a big section devoted to compiled lists. All compiled lists are, by the way, names and addresses of people or businesses or institutions or whatever that have something in common.

For example: brick layers, architects, chiropractors, churches, businesses who do a $500,000 gross every year, business who do $1,000,000 every year, YMCA's, police stations, veteran purchasing agents, etc., etc.