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OK now, we have got attention and our first few paragraphs
have made a natural tie in with our “attention grabber.” So,
what’s next? Well, referring right back to our AIDA formula
we see that the next thing we need to do (after getting his
attention) is catch his interest.

How do we do this? Well, let’s start by feeding him
interesting facts. Like how much money there is to be made
by investing in Maui real estate. By telling how much sand
(cubic tons) is on the beach where we got the sand in that
baggie. By telling how this is one of the best beach front
investment…

OK, now after we have told him a lot of interesting facts
our AIDA formula now tells us we should now arouse his
desire.

Well, Bondo Dog, things get curiouser and curiouser. I just
got fired from my job. I’ll tell you the story when you
visit; there’s really not much to say and it’s kind of…

So, meanwhile back at the ranch I believe we were talking
about how to create desire and, as I was saying, here’s how
we do that: What we do to create desire is we describe the
benefits our prospect gets if he buys our product or
service. Now, in the case of an investment orientated offer
what we have…

New car - impress your friends and family, ride in
comfort and luxury

Nice house - comfort, luxury, and status

Peace of mind - no worries about bills or financial
emergencies

Vacations - money lets you travel the world, go where
you want when you want

Attract the opposite sex - money, as any fool knows,
makes you much more attractive to the opposite sex - it
gives you more opportunities to meet them in nice places
also

Leisure time - money buys time: perhaps the best
reason of all for having fun goes

Alright kiddo, we’ve got his attention, we’ve got him
interested, created desire and now what’s left? Go back to
our AIDA formula and you will see that that last “A” stands
for action. And that’s just what we’ve got to get, action!
Action in the form of him sending us an order.

You should pay very close attention to how I get
action in my MD and DM pitches. I do this better than
anybody. I am very thorough when it comes to closing a sale.
Here’s a little of example of how I do it. “Would you like
to get in on this great investment opportunity? Would you
like to…

One thing I want to stress is that you must be very clear,
very specific about what you want him to do. Lead him by the
hand and take him exactly where you want him to go. Tell him
where the order coupon is. Tell him to fill it out. Tell him
to enclose the payment. Tell him how much…

And, above all, tell him to do all this RIGHT NOW!
TODAY!

Tell him what he will get if he hurries and tell him what he
will lose if he delays.

Seriously, Bond, you should read my ads and DM pieces and
pay particular attention to how I close the sales. Sometimes
I devote as 25% or more of the…

This, of course, has been just a few “starter ideas” on how
to create a DM promotion. As I keep saying, I’m just warming
up and will get more detailed later.

In the next couple days or so, I intend to send you Eric’s
sales letter and I want you to read it and then see if you…

But, in the meantime, I have an assignment for you. Here’s
what I want you to do: what I want you to do is get a copy
of the facelift ad and then sit down and copy it in your own
handwriting. I want you to write it out just the way you
would if you were going to…

And guess what? After you have completed this assignment I
will explain why I am having you do this and how it will
help you.

I Love You And Good Luck!

Dad

P.S. I heard you
got your driver’s license! I’m very proud of you!

# Boron - Chapter 17

The Boron Letters - Chapter 17

Thursday, 10:31 AM

June 28, 1984

Dear Bond,

Yesterday, the last thing I wrote about was how I want you
to take the Tova “facelift ad” and copy it in your
handwriting. I also said you should do this just as you
would if you were going to take it to…

Here’s more: From now on, for the next 4 or 5 months I want
you to do this same thing with other ads and DM pieces. But
I don’t want you to just copy any old ad or DM piece. I want
you to copy only the best.

Now, here’s why I want you to do all this: You see, what
happens when you actually write out a good ad in your own
handwriting is that the words and the flow and the sentence
structure and the sequence of information and everything
else about the writing of that ad becomes a part of you.

This isn’t just an empty
experience. This is a way of
internally imprinting on your mind and body, the process of
good writing. If you do this often enough you will soon have
a deep “inside out” understanding of what it takes and what
it feels like to write a good piece of copy. Now, in the
beginning I…

It is important to do this. It is one of the many
disciplines that other lazy “would be” marketing geniuses
will not suffer. That’s too bad for them and good for us. I
love that my so called “competition” is so lazy. I love it
that so many people in advertising and marketing are too
sophisticated, too “above” this…

Let me tell you a little tale about a man I very much
respect who was not above doing this sort of thing. He
wanted to become a great writer (he was!) and so what he did
was take great books and copy them (in a sense he was
actually writing them) in his own handwriting just as I am…

Well, naturally, before he was finished he had an internal
deep rooted “cellular” knowledge of the process of writing a
good book and he also knew what it was like to travel the
ocean in misery.

Did all of this pay off? You bet is did. This man’s name is
Arthur Haley and his book “Roots” is one of…