The Boron Letters

your "attention grabber" should be relevant. It should tie in with your message. It should make sense.

When you are on fire, rock and roll. Just keep pumping out copy, cutting deals and make the most out of that energy. But, when you are down, do as Pop suggests and work while you hide out.

rely on your own strength instead of somebody else's compassion! And, to make the obvious point, you've obviously first got to have some strength in order to be able to rely on it.

Now, as another general rule, there are three main guidelines you can rely on when you are picking lists to test. STOP 10:35 START AGAIN 10:36 These three guidelines are recency, frequency and unit of sale.

If you can get a person who is not going to order to agree, in his mind, to write and tell you he is not going to, then you will get more orders.

"Most of the world's work is done by people who didn't feel much like getting out of bed."

What I am doing, Bond, by all this writing and road work is that I am "clearing the deck" and getting (in so far as possible) this garbage out of my system so that my strategic decisions and my future letters and ideas will be clear! Please remember this word: HALT. HALT stands for hungry, angry, lonely, and tired, and you should never ma

Most of the time, a person will never alter his original impression. Most of the time he will simply "edit" all new info that comes to him and "process" it in such a way as to validate his original opinion.

What does AIDA stand for? It stands for ATTENTION, INTEREST, DESIRE, ACTION. So, to make it clearer your letter should: 1. First, get his attention 2. Second, get him interested 3. Third, make him desire what you are selling 4. Compel him to take whatever action is needed to get whatever it is you are selling.