Boron - Chapter 09

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."

Mildly interesting. But now read this!

**************************************************************************

Dear Bond,

Here is a great new way for 16 year old kids to make money!

Blah, blah, blah, etc., etc., etc.

**************************************************************************

Quite a difference, right? Just imagine that you were to receive such a letter on or right after June 26. It sure would get your attention much more than the first letter, wouldn't it?

And notice this: The second letter is not only customized (at is for 16 year olds) it is also personalized because it refers to you by name.

The "Dear Bond" and the "16 year old kids" part of the letter really zeroes in on you, doesn't it?