Boron - Chapter 09

Mildly interesting. But now read this!

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Dear Bond,

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

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

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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

With No Money Down

Now let's boogie. Try this on for size!

How To Buy L.A. Real Estate

With No Money Down

Much better, eh? As a matter of fact I did write an ad for such a book and I did customize the ad and it did work much better.