Boron - Chapter 22

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.

Then what happens is I create the DM promotion and have
Blade put it into the mail. Now then, one of three things
will happen.

1. It will be a decided loser.

2. It will be a decided winner.

3. It will be marginal.