Boron - Chapter 10

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.

Now, by now, I can almost guarantee that a central selling
idea will have emerged from your cunning little mind.

Now, I don't know what that idea will be but let's say you
have figured out how to personalize and customize your real
estate investment offer as I discussed yesterday. And now,
let's say your idea is to promise your potential customer
that you are going to tell him how to buy real estate in
his area with no money down. Then, your letter might
start something like this:

***********************************************************************

Dear Mr. X,

Did you know that there is now
a way to buy L.A. real estate without making any down
payment whatsoever? Etc., etc., blah, blah, blah.