Boron - Chapter 15

Now, at this point, what you need to do is stop working on
this project. That’s right. Just let it go. Put it right out
of your mind. Just go on about your other business for a day
or two.

Now then, often what happens during this time, is that an
outstanding sales idea will occur to you. Sometimes this
idea will be how to get attention like with my baggie idea.

Bond, I got interrupted here. Two prison guards came over
and searched me and B. and told us to stay out of the little
park where we take our breaks. Apparently, some little kid
was caught smoking pot here yesterday.

Ah well, that’s life in the big city.

So let’s get started again. As I was saying, sometimes your
breakthrough idea or “aha experience” will be a way to get
attention like my baggie idea, or a new way to help the
prospect visualize the benefits of owning what you have to
sell, or a new order generating sales point or whatever.
Anyway, at this point you now need to begin writing your
letter according to formula.

By formula I mean you should work within a proven sequential
outline like AIDA.

What does AIDA stand for? It stands for ATTENTION, INTEREST,
DESIRE, ACTION. So, to make it clearer your letter should:

1. First, get his attention

2. Second, get him interested

3. Third, make him desire what you are selling

4. Compel him to take whatever action is needed to get
whatever it is you are selling.

Tomorrow, we’ll go over this in more detail. But for today,
once again I want to wish you HAPPY BIRTHDAY!

I love you and good luck!

Dad