Boron - Chapter 20

I Am In Prison!

And, here doing time with me, are a lot of people who would
not be here if they were capable of handling an emotionally
charged situation with any kind of maturity.

So, what does all this have to do with writing sales letters
and ads? It has, as I promised you, quite a lot and here is
the gist of it: Now that I've told you what I didn't do when
this situation arose, I want to tell you what I did
do. What I did do was stay in the room and I worked on
yesterday's letter to you. And, if you will look at that
letter you will see that my handwriting was somewhat shaky
because of all the adrenaline working in my system.

But I did write the letter to you and then I took a walk and
I went to my "thinking spot" and I plotted out my schedule
for the month of July.

And this morning what I did is I did 8 long miles of
roadwork on the hill. That's 10 laps. In the beginning I
walked two to warm up; in the end I walked two to cool down
and in the middle I jogged 6.

And what else did I do? Well, I have sat down and written
this letter to you all about the event.

So, anyway, I still haven't gotten to what this has to do
with writing a good sales promotion or, a "good anything"
for that matter so, here it is: What I am doing, Bond, by
all this writing and road work is that I am "clearing the
deck" and getting (in so far as possible) this garbage out
of my system so that my strategic decisions and my future
letters and ideas will be clear!

Please remember this word: HALT. HALT stands for hungry,
angry, lonely and tired and you should never make a decision
when you are any of those things.

What should you do? What I did. Write, run, walk, talk, jog,
etc.

But be careful who you talk with and write to. You see, it
should be someone who realizes that all this must be
considered as "time out babble".

You see, Bond it really doesn't matter much what the
"content" of this letter is. What matters is that I am going
through the "process" of writing it. And it is the process
or physical act of the writing and the road work that
does the therapy. Remember this: