Boron - Chapter 22

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.

If it is a decided loser my "banker" will have lost his
$5,000.00. If it is a decided winner my banker will then put
up perhaps another $50,000 and we will mail approximately
100,000 pieces to get the ball rolling. Then, after that, we
will finance the rest of the mailing from our cash flow and
my banker and I will split the profit.