Boron - Chapter 10

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.

Step 2 - Let's pretend you have chosen a list of
people who have bought a book on how to make money in real
estate. Now what you need to do is get three or four hot
books in investing in real estate and read them and take
notes.

Step 3 - OK now, you should get as many DM pieces and
space ads on real estate investing you can find. Read these
and take notes.

Step 4 - By now ideas will be churning around in your
mind because you have fed your brain a lot of good stuff to
work with. What you do at this point is go back and review
your notes from "The Robert Collier Letter Book" and
"Scientific Advertising" and read those headlines again.