Boron - Chapter 09

That took 4 minutes. There are more than 33,000 chiropractors we can mail to. Now, let's figure it will cost us $400 per thousand (M) to mail out our letters. That's $400 per M x 33M or a total mail out cost of $13,200. Now at a 4% response we will get 1,320 orders. Multiply 1,320 orders times $20.00 per order and we will have total sales of $26,400. When we subtract our mailing cost of $13,200 from our sales revenue we have left $13,200. Now we must also subtract our cost of filling the orders. Since it shouldn't cost more than $4.00 apiece on the outside our total fulfillment cost will be $4.00 per order times 1,320 orders or $5,280.00. When we subtract this figure from the $13,200 we have left we will be left with a net profit of $9,920.00.

Not a fortune but not to be sneezed at either. Especially when you consider that what I have described is less than 30-days work.

But, if this idea actually works, we have something much more valuable than our $9,920.00 profit. Yes indeed, my boy. You see, if this idea works what we have is a "winning formula"!

You see, my son, what we can do is keep the first section of our report the same and then customize the last half of the report (it will probably be more like the last 1/3) for different groups. Then, of course, the first line of our letter will talk about a great new way for plumbers to make extra money. Or architects. Or brick layers. Or preachers. Or dentists. Etc., etc.

Mucho bucks!

What'dya think of that? Right here before your eyes your old man has, during his lunch hour, come up with a brand new money maker!

No wonder they call me "The Legend."

Seriously, what I have just described seems to me like a good idea and, more importantly, it helps a little to illustrate, as I said earlier, how to think about mail order!

It also illustrates the important concept of customization. As a general rule, the more "custom tailored" your promotion is the more successful it will be.

For example, suppose you get a letter in the mail that says: "Dear Occupant, Here is news about a great new way to make money. Etc., etc., etc."