2005 - 07-29-05

Another time, I wrote a collection letter
and had it mailed to every one of our dead beat customers.
That letter, if memory serves me correctly, collected more
delinquent money in one day than all of the company's
efforts for the last five years.

After that, I wrote a letter for a
collection agency called Financial Adjustment Service. This
company was to be owned by me and two of my friends. Alas,
the company never got off the ground. But that early letter
I wrote (with no training whatsoever) was a virtual
masterpiece.

It wasn't too long after I stopped working
for Economy Savings and Loan that I discovered the world of mail
order and direct mail... and... as the saying goes...

The Rest Is History!

The point is, I was born good at
writing copy. Or at least, I became good at it soon after I
learned the alphabet. That's probably not true of you. You
were probably born with other gifts which I do not possess.

Not only was I born with the gift of
persuasive articulation, I also "nourished"
that gift throughout the years. And, I continue to nourish
it to this very day.

Most of you reading my newsletter, quite
frankly, do not have this natural gift... and even if you
did, there are not enough years left to live to nourish it
to my level of competency.

Can you imagine trying to compete against
Lance Armstrong in a bike race? He was born with a genetic
advantage which makes his heart and cardio vascular system
more than twice as efficient as the rest of the world's
most gifted athletes. And he has nourished that gift by an
almost impossible regimen which includes six grueling hours
of training per day.