Boron - Chapter 09

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.

Know this: Ideas breed other ideas.

For example, it just occurred to me that in addition to offering chiropractors, plumbers and so on a customized way to make money, we could also offer them a customized way to buy real estate. And, in this case, perhaps the first line in our letter might be: "Dear Doctor X, Here's a unique way L.A. chiropractors can purchase California real estate with no money down. Etc., etc."

Love You and Good Luck

Dad

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