Boron - Chapter 22

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.

Very clean. Very neat. Very straight.

What if it's marginal? Well, in that case we will discuss
the project again and make a judgment as to whether or not
it makes sense to risk another $5,000 for another test.

Whatever. That's the way it works and it's a nice simple way
of doing business. Well, Bondy, I'm going to stop for now. I
am having a pretty sad day. Don't worry though, I'm O.K.,
just a little heartsick.

Such is life.

Here I am at the top of the hill in the library and once
again I'm stuck for a subject. I think a lot of it is
because I have {word deleted} on my mind.

Right now, it seems to me that I feel like outlining the
steps to direct mail success so that's what I'm going to do.