Boron - Chapter 24

Then I'll talk to my bankers.

Here's the way it works with my bankers. If they see a
project they would like to be involved with, they will have
to come up with a development fee of $5,000.00. (Believe me,
that's peanuts to these guys.) This $5,000.00 will be used
to create a DM piece and to make a test mailing of that
piece to 2-5M names. We will also use some of the money for
product development.

O.K. after that, if the response is no good, the banker will
eat his $5,000.00 loss and we will go on to the next
project.

If, however, the results look good, we will then proceed to
a larger mailing of perhaps 50,000 pieces. And then, after
we get our results from the 50,000 pieces, if everything
still looks good, we will start rolling out and taking care
of business.

It's a good outline, I think. I intend to keep you informed
every step of the way and I'll let you "live" the
development of these projects with me. And, as a matter of
fact, I think I will let you help me with some of these
projects and give you a small cut of the action.

So, sharpen your driving skills. Do your roadwork and get
cracking on all those other things I told you were good
things to do. I'll join you again on my lunch hour.

Well, kiddo, it's past the lunch hour but better late than
never, eh? Whatever. I'm stuck for a theme again. What do
you suggest? O.K. How about the subject of IMPACT? Good, I'm
glad you agree.

Impact is the impression you or your promotion makes on its
intended target. Someone once said that the average American
is subjected to about 1,500 commercial messages every day.
Probably so. Especially when you count billboards, ads on
TV, ads on radio, ads on the backs of buses, on taxicabs, on
match covers, in newspapers, magazines, direct mail pieces,
etc., etc.