The Boron Letters - Chapter 16
Wednesday, 9:09 AM
June 27, 1984
AIDA. As I said yesterday, it stands for attention,
interest, desire, and action.
Now, letís talk about each of these four formula elements
and how we will use them in our sales letter.
Attention comes first. Naturally, we must get our readers
attention before he can become interested in and
desirous of our offer. Getting attention is CRUCIAL. If you
donít get it, your letter or advertisement will never be
read. Thatís why I like to attach things to the top of my DM
letters. I have attached coins, dollar bills, 2-dollar
bills, Japanese ďpenniesĒ, Mexican pesos etc. and there
gimmicks has always gotten a lot of attention.
However, as I told you before, you must get the
right kind of attention. If not, your reader will be
insulted and angry and probably wonít become a customer. So,
always remember that your attention grabber needs to be
relevant. It needs to tie in naturally with your
Now, as we have discussed, we have decided to attach a
plastic baggie filled with sand to the letter we are going
to use to sell our report on real estate investing.
Thereís no doubt that this technique will get our readerís
attention. It will really make him sit up and take notice.
It will be the right kind of attention too. Because it is
relevant. It has a natural tie in with the story our letter
has to tell. Actually, we have, as you will recall, more or
less written this part of the letter in an earlier lesson.
OK now, we have got attention and our first few paragraphs
have made a natural tie in with our ďattention grabber.Ē So,
whatís 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, letís 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 opportunities in Maui. By telling how many pretty
girls there are around. By telling the specific kinds of
fish you can catch right off the beach etc.
OK, now after we have told him a lot of interesting facts
our AIDA formula now tells us we should now arouse his
Well, Bondo Dog, things get curiouser and curiouser. I just
got fired from my job. Iíll tell you the story when you
visit; thereís really not much to say and itís kind of
boring so letís get back to our letter.
So, meanwhile back at the ranch I believe we were talking
about how to create desire and, as I was saying, hereís 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 to offer is the prospect of making money. At
least this is our main attraction. So, what's let's
do is letís help him to picture in his mind the benefits of
having more money. Donít think itís not necessary. Remember,
you must always do even the obvious. Here then, are
some benefits of having more money:
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
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
Leisure time - money buys time: perhaps the best
reason of all for having fun goes
Alright kiddo, weíve got his attention, weíve got him
interested, created desire and now whatís left? Go back to
our AIDA formula and you will see that that last ďAĒ stands
for action. And thatís just what weíve 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.
Hereís a little of example of how I do it. ďWould you like
to get in on this great investment opportunity? Would you
like to be one of the privileged few who actually own a
piece of the finest beach in Maui? If so, itís easy to
order. All you have to do is fill out the order coupon and
send it to me with your payment, etc., etc.Ē
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 to send. Tell him
who the checks and money orders should be made out to. Tell
him to use the envelope. Tell him the envelope doesn't need
a stamp. (If it doesnít.) Tell him to put the envelope in
And, above all, tell him to do all this RIGHT NOW!
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 entire ad to closing.
This, of course, has been just a few ďstarter ideasĒ on how
to create a DM promotion. As I keep saying, Iím just warming
up and will get more detailed later.
In the next couple days or so, I intend to send you Ericís
sales letter and I want you to read it and then see if you
can see how everything I taught you in the last few days
would make his letter more effective.
But, in the meantime, I have an assignment for you. Hereís
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 take it to a secretarial service
to have it typed. By the way, check with B on this and heíll
tell you what format your hand written copy should be in.
And guess what? After you have completed this assignment I
will explain why I am having you do this and how it will
I Love You And Good Luck!
P.S. I heard you
got your driverís license! Iím very proud of you!
Copyright © 2005 Gary C. Halbert. All Rights