Boron - Chapter 17

# Boron - Chapter 17

The Boron Letters - Chapter 17

Thursday, 10:31 AM

June 28, 1984

Dear Bond,

Yesterday, the last thing I wrote about was how I want you
to take the Tova “facelift ad” and copy it in your
handwriting. I also said you should do this just as you
would if you were going to take it to a secretarial service
and have it typed.

Here’s more: From now on, for the next 4 or 5 months I want
you to do this same thing with other ads and DM pieces. But
I don’t want you to just copy any old ad or DM piece. I want
you to copy only the best.

Now, here’s why I want you to do all this: You see, what
happens when you actually write out a good ad in your own
handwriting is that the words and the flow and the sentence
structure and the sequence of information and everything
else about the writing of that ad becomes a part of you.

This isn’t just an empty
experience. This is a way of
internally imprinting on your mind and body, the process of
good writing. If you do this often enough you will soon have
a deep “inside out” understanding of what it takes and what
it feels like to write a good piece of copy. Now, in the
beginning I want you to allow me and Blade to pick which ads
and DM pieces for you to copy. And, of course, the ones we
will select for you to write out in your own handwriting
will be those that we already know to be the cream of the
crop. Ads and DM pieces that are proven winners. Ones that
have brought in millions and even tons of dollars.

It is important to do this. It is one of the many
disciplines that other lazy “would be” marketing geniuses
will not suffer. That’s too bad for them and good for us. I
love that my so called “competition” is so lazy. I love it
that so many people in advertising and marketing are too
sophisticated, too “above” this sort of thing.