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Blade tells me there seems to be some confusion over my
gambling deal with (name deleted) in Las Vegas. This
has me upset. I am trying to get (name deleted) on
the telephone and clear up this matter. Unfortunately,
though, it is clouding my mind at the moment.

Yesterday, as you will recall, I just started writing and,
lo and behold, something excellent came out. You know Bond,
that fact contains a lesson in itself.

And the lesson is that when you get stuck or emotionally
jammed up one of the ways to get yourself unclogged and
flowing again is just to keep moving. Run. Walk. Jog. Write…

It doesn't work that way. Not often anyway. The key is
movement!

Let's see now. Hopefully I've got you doing road work,
strengthening your muscles, fasting one day a week and
eating well plus interfacing (isn't that a dandy buzzword?)
with hot mail order publications and the "SRDS" list book.

What's next? I know. Let's start teaching you how to
actually create an ad or a good direct mail promotion.
Here's how to get started. The first thing I'd like you to
do is get a hold of two books. One is "Scientific
Advertising" by Claude Hopkins and the other is "The Robert
Collier Letter Book…

O.K., the next thing you need to do is get yourself a copy
of my book that has "2001 Headlines" and read it. Then get
Ben Suarez's book "SuperBiz" and read the headlines in his
book. Keep going.

Make yourself a collection (a "swipe file") of good ads and
good DM pieces and read them and take notes…

Alright, now, after all this you should be ready to start
the process. Let's concentrate on DM. Here's how to create a
DM promotion from scratch:

Step 1 - Keep going through the "SRDS" book and
looking at lists until you find one that you want to try to
work.

Step 2 - Let's pretend you have chosen a list of
people who have bought a book on how to make money in real
estate. Now what you need to do is get three or four hot
books in investing in real estate and read them and take
notes.

Step 3 - OK now, you should get as many DM pieces and
space ads on real estate investing you can find. Read these
and take notes.

Step 4 - By now ideas will be churning around in your
mind because you have fed your brain a lot of good stuff to
work with. What you do at this point is go…

Now, by now, I can almost guarantee that a central selling
idea will have emerged from your cunning little mind.

Now, I don't know what that idea will be but let's say you
have figured out how to personalize and customize your real
estate investment offer as I discussed yesterday. And now,
let's say your idea is…

***********************************************************************

Dear Mr. X,

Did you know that there is now
a way to buy L.A. real estate without making any down
payment whatsoever? Etc., etc., blah, blah, blah.

***********************************************************************

Of course, that first sentence will be customized for every
customer depending where he lives. Note: In this example I
am assuming we are using computer letters. So, anyway, the
letters would say

"to buy L.A. real estate"

or

"to buy Detroit real estate"

or

"to buy Key West real estate"

Etc., etc. Now, pay attention. Let's examine a way to
"double customize" this offer. Let's say we have found a
list of people in a specific occupation who like to invest
such as cardiologists for example. Now, let's…

***********************************************************************

Dear Dr. X,

Did you know that there is now
a way for a cardiologist to buy L.A. real estate without
making any down payment whatsoever?

Etc., etc., blah, blah, blah.

***********************************************************************

Bullseye! O.K. Now we've got the list picked out, we've got
an idea for a product and we've got our central selling idea
and we are now ready for:

Step 5 - What you do at this point is create your
product and here is how you do it. First you go back to
those books on real estate investing and you extract in
outline form all the good ideas in these books. Then you
pick out the best of the ideas and overlay them with the
ideas you will…

Now, please remember this: If you do this properly you will
have created something of considerable value. After all,
what you will have done (hopefully) is taken a few good
books on real estate investing and stripped away the garbage
and created a tight informative roadmap to real estate
riches. Hey, how about that? Didn't I tell you that…

The Amazing L.A. Roadmap

To Real Estate Riches!

Not bad, eh? Now, we've got the title for our report!

More tomorrow.

I Love You and Good Luck!

Dad

# Boron - Chapter 11

The Boron Letters - Chapter 11

Friday, 9:07 AM

June 22, 1984

Dear Bond,

As I left you yesterday, we had just came up with a working title for our real estate investment report. I believe it was "The Amazing L.A. Roadmap To Real Estate Riches!"

Maybe we can come up with a better title but this one is fine. At least for now. I believe we have also discussed extracting the goodies from several real estate books and we have collected and examined other DM pieces and MO ads for books and so forth that deal with real estate investments. We know how to choose…

The first thing we are going to discuss is the outside envelope. This is where most mailers mess up first. You see, what most mailers do is put so-called "teaser copy" on the outside envelope and, in general, design the envelope so that it is very obvious that it contains a sales pitch.