Boron - Chapter 09

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?

Here's another example of customization. Suppose you were writing an ad about a book that tells how to buy real estate with no money down. Your headline might look something like this:

How To Buy Real Estate