Boron - Chapter 22

# Boron - Chapter 22

The Boron Letters - Chapter 22

Tuesday, 10:35 AM

July 3, 1984

Dear Bond,

O.K. Buddy, here we go again. That section on propositions
and an "excuse for a deal" was quite interesting, wasn't it?

You know, I think my letters are getting a little bit random
but that's O.K. I sort of think it's good to write about
what pops into my mind, at least for right now, and then
maybe we can review all these letters later and make
something out of them that's more cohesive.

So anyway, today I'm going to start by telling you about a
little trick that will improve your copywriting. And that
little trick is to read your copy out loud. What happens
when you read your copy out loud is that you will verbally
stumble over all the places that are not smooth. Then, of
course, what you do, is rewrite the rough spots and read the
copy out loud again. And, what you do, is you keep repeating
this process till your copy is completely smooth and you can
read it without stumbling at all.

You see, advertising writing needs to be the best writing of
all. It needs to flow from start to finish without a bump or
a bubble.

Now, do you remember how I told you to write out in your own
handwriting good ads and DM pieces written by other people?
You do remember? Good. Well, what I want to tell you here is
that you should also read those same ads and DM pieces out
loud. You see, by doing this writing and reading aloud of
good material you will find that the process of writing good
ads will be internally imprinted on your nerves, muscle
fibers, brain cells and every fiber of your being.

So, the message is clear: Get yourself a collection of good
ads and DM pieces and read them aloud and copy them in your
own handwriting.

So, now what? Here I am stuck again. But not for long. What
happened during my last break is I put together a deal and I
think maybe it would be a good idea at this point to talk a
little about the business of mail order. Here's how
some of my deals work: