The Boron Letters - Chapter 5: Making Money and Direct Marketing (Gary Halbert)

In Chapter 5 of his Boron Letters, Gary Halbert reveals to his son the secret to making money:

Money, in my opinion, especially big money, is most often a by product of enthusiasm.[...]

Please remember this! Remember it also, when, in the future, you need to hire someone. Always look for the most enthusiastic person, not necessarily the most qualified.[...]

And talks about direct marketing.

Now, pay attention. The very first thing you must come to realize is that you must become a "student of markets". Not products. Not techniques. Not copywriting. Not how to buy space or whatever. Now, of course, all of these things are important and you must learn about them, but, the first and the most important thing you must learn is what people want to buy.

To read today's letter, go to The Boron Letters - Chapter 5