Boron - Chapter 22

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:

What I am doing is going through the SRDS list book and
looking for mailing lists that I think will yield a good
profit if exploited properly.

O.K., after I have identified the list I want to go after I
then start thinking about a product to sell to that list. By
the way, I am especially interested in selling paper and ink
and, specifically, written reports that solve a
problem for the people on the mailing list. Here are some
tentative titles of reports that will give you an idea of
what I mean:

"How To Raise Your Child's I.Q. Before It Is Even Born!"

(for expectant mothers)

"How To Fix Your Car To Get 50% More Miles Per Gallon!"

(for owners of gas guzzlers)

"How To Collect From Social Security At Any Age!"

(I already did this one and
made $800,000.00 from it.)

And so on. Well, after I have identified the list and come
up with the idea for the product, I then discuss this
project with one of my bankers. If he likes the project (and
they nearly always do) what they do is they put up roughly
about $5,000.00 to get everything going. This five thousand
is used to develop the report I want to sell, to rent the
test names, to pay all costs of the test, etc.