Boron - Chapter 10

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.

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

Of course, that first sentence will be customized for every
customer depending where he lives. Note: In this example I
am assuming we are using computer letters. So, anyway, the
letters would say

"to buy L.A. real estate"

or

"to buy Detroit real estate"

or

"to buy Key West real estate"

Etc., etc. Now, pay attention. Let's examine a way to
"double customize" this offer. Let's say we have found a
list of people in a specific occupation who like to invest
such as cardiologists for example. Now, let's start our
letter like this: