Boron - Chapter 15

# Boron - Chapter 15

The Boron Letters - Chapter 15

Tuesday, 9:09 AM

June 26, 1984

Dear Bond,

Happy
Birthday!

You know son, you are the joy of my life. I hope you pass
your driver’s test today. But, if you don’t, it’s ok, just
keep working on it till you do.

Yesterday, as you remember, we left off after discussing the
baggie and today, I think I need to begin to teach you the
particulars of how to write copy.

As you will note, we haven’t talked about writing copy as of
yet. What we have talked about mainly is the
“conceptualization” of our marketing effort. However, now
that we have conceptualized our piles, let’s get a little
more technical about the whole process of writing copy.

Here’s how to begin: The first thing you need to do is to
assemble a file that contains everything you can get your
hands on that is relevant to your promotion. Here are some
of the things that might be included in your file: