Boron - Chapter 22

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.

Step 1 - Find a hot market (mailing list)

Step 2 - Find or create a product (preferably paper and ink)
to sell to that market.

Step 3 - Create a direct mail promotion that describes the
product (or service) and the benefits of owning the same.

Step 4 - Make a test mailing (1,000 to 5,000 pieces)

Step 5 - Analyze results

Step 6 - If results are good, mail 20,000 to 100,000 more
letters

Step 7 - If results are still good, start rolling out and
taking care of business