Boron - Chapter 22

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

You know, it's really a simple procedure.

If you use good common sense, your chances of success are
excellent. Where people go wrong is by making it too
complicated. Actually, this is only one of the ways people
go wrong and it occurs to me that it would be helpful to
enumerate the most common reasons for MO & DM failure.

And, toward this end I'm going to tell you about a little
discussion I had just a couple hours ago. What happened is I
was settling down writing an earlier portion of this letter
when a friend of mine told me he wanted to chat with me in
private. (Chat! Isn't that nifty word to describe a prison
conversation?)

Anyway, what he wanted to talk about was that a friend of
his had invented a gizmo that lets you make stuff out of
wood the same way a key-making machine lets you make keys
out of blank metal. (Actually, I don't fully understand what
this thing does, but no matter.)