Boron - Chapter 15

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:

1) List cards describing the lists you are going to test

2) A copy of the report you intend to sell

3) Copies of DM pieces that other people have used to sell
products or services related to what you want to sell.

4) Copies of space ads that other people have used to sell
products or services related to what you want to sell.

5) Copies of books and reports on real estate investing.

6) Copies of exceptionally good ads and DM pieces, even if
they are not related to real estate.

7) A copy of that book I’m going to give you that contains
hundreds of headlines.

8) Anything else you can think of that might be an “idea
generator”.

OK now, after you have assembled all this stuff, what you
need to do is start reading and taking notes.