Page 56 - Demo

92 NO B.S. Direct MarketingSECTION 1 / FOUNDATIONpublished novelist who was kicking out new books in three GL%u037fHUHQW%u0003VHULHV%u0003HYHU\\%u0003VL[%u0003PRQWKV%u0011%u00036KH%u0003VDLG%u0003VKH%u0003DOZD\\V%u0003SXW%u0003KHU%u0003FKDUDFWHUV%u0003RQO\\%u0003LQ%u0003SODFHV%u0003VKH%u0003NQHZ%u0003ZHOO%u000f%u0003FRQ%u00c0QHG%u0003KHUVHOI%u0003WR%u0003SORWV%u0003she used repetitively, and basically operated within a small box. The same is true for the business owner or entrepreneur ZKR%u0003LV%u0003VRPHZKDW%u0003WKH%u0003DPDWHXU%u0003DW%u0003'LUHFW%u00105HVSRQVH%u0003$GYHUWLVLQJ%u0011%u0003If you let yourself roam outside a small box, you are vulnerable WR%u0003EHLQJ%u0003OHG%u0003DVWUD\\%u0003LQ%u0003D%u0003GR]HQ%u0003GL%u037fHUHQW%u0003GLUHFWLRQV%u000f%u0003WR%u0003ZLQGLQJ%u0003XS%u0003ZLWK%u0003%u00b4FRRO%u00b5%u0003DQG%u0003FUHDWLYH%u0003ZHEVLWHV%u0003DQG%u0003DGV%u0003 WKDW%u0003GRQ%u00b7W%u0003VHOO%u0011%u0003You have three boxes: the classic, pictorial mail-order ad, the advertorial, and the letter. Stay inside those three boxes.As encouragement, let me show you a very simple and straightforward example of mail order%u2013style advertising for an ordinary, local business: landscaping. If you made a point RI%u0003%u00c0QGLQJ%u0003DOO%u0003WKH%u0003QHZVSDSHU%u000f%u0003PDJD]LQH%u000f%u0003GLUHFW%u0010PDLO%u000f%u0003DQG%u0003RQOLQH%u0003DGYHUWLVLQJ%u0003 IURP%u0003 WKH%u0003 ODQGVFDSHUV%u0003 LQ%u0003 \\RXU%u0003 DUHD%u000f%u0003 LW%u00b7V%u0003 XQOLNHO\\%u0003DQ\\%u0003ZRXOG%u0003ORRN%u0003OLNH%u0003WKLV%u0003RQH%u0011%u0003,QVWHDG%u000f%u0003WKH\\%u00b7G%u0003EH%u0003IXOO%u0003RI%u0003SKRWRV%u000f%u0003illustrations, the company names, logos, lists of services, and would look like a professionally prepared ad, like all other ads%u2014a guy in a black tuxedo amid a lot of other guys in black tuxedos at a wedding reception or charity ball. A bunch of penguins. This ad is the lone guy who wandered in, in a plaid %u00c1DQQHO%u0003VKLUW%u000f%u0003GHQLP%u0003FRYHUDOOV%u000f%u0003DQG%u0003ZRUN%u0003ERRWV%u0011%u0003&DQ%u00b7W%u0003PLVV%u0003KLP%u0011%u0003