Boron - Chapter 10

Yesterday, as you will recall, I just started writing and,
lo and behold, something excellent came out. You know Bond,
that fact contains a lesson in itself.

And the lesson is that when you get stuck or emotionally
jammed up one of the ways to get yourself unclogged and
flowing again is just to keep moving. Run. Walk. Jog. Write.
Do the dishes. Or whatever. But don't sit around waiting for
a flash from Heaven.

It doesn't work that way. Not often anyway. The key is
movement!

Let's see now. Hopefully I've got you doing road work,
strengthening your muscles, fasting one day a week and
eating well plus interfacing (isn't that a dandy buzzword?)
with hot mail order publications and the "SRDS" list book.

What's next? I know. Let's start teaching you how to
actually create an ad or a good direct mail promotion.
Here's how to get started. The first thing I'd like you to
do is get a hold of two books. One is "Scientific
Advertising" by Claude Hopkins and the other is "The Robert
Collier Letter Book" by Robert Collier. Ask Blade and Eric
for help with getting these books. Read both of these books.
Read "The Robert Collier Letter Book" two times and read
"Scientific Advertising" three times. The first time you
read these books do so at your own pace. Don't take notes.
Just read for enjoyment. However, after the first reading, I
want you to take notes as you read the books the second and
third times.

O.K., the next thing you need to do is get yourself a copy
of my book that has "2001 Headlines" and read it. Then get
Ben Suarez's book "SuperBiz" and read the headlines in his
book. Keep going.

Make yourself a collection (a "swipe file") of good ads and
good DM pieces and read them and take notes. (Eric and Blade
can help.)

Alright, now, after all this you should be ready to start
the process. Let's concentrate on DM. Here's how to create a
DM promotion from scratch:

Step 1 - Keep going through the "SRDS" book and
looking at lists until you find one that you want to try to
work.