Boron - Chapter 15

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