• David de Souza

The Boron Letters Summary

Updated: Sep 3



If you are looking to improve yourself, your writing or your sales, this book is one of the best I've read. I've broken down the core principles into two sections: Markets and Writing.


Want to dig deeper than the core principles? Check out:

The Core Principles:


I have summarised 'The Boron Letters', distilling the book into 6 core principles:


On Markets:

  1. The BIGGEST mistake: Finding a product first. You must always find a market first.

  2. Pay attention to what isn't free and is staying on top of: Amazon/The New York Times Non-Fiction List

  3. When picking markets to test: Use 3 guidelines (RUF): Recency, Frequency, Unit of Sales

  4. To be in high demand be hard-headed. Clients, won't admit it but they are relieved with someone who takes a hardstand.


On Writing:

  1. AIDA - Attention, Interest, Desire, Action

  2. SALT:

  • Invoke the senses.

  • Ask questions and answer them yourself in your writing

  • List words that suck you in and divide the list into 2: Positive words + Negative words eg. 'Crisis' instead of 'problem'. Read this list before writing.

  • Transition words help your writing flow "And, of course, ...." ]



Remember These Core Principles:

I've condensed the core principles into an image, making memorization easier. Use this image, it's caption, and Quizlet as a memory aid to help you remember the 80/20 from this book:



A market vendor aids a barking dog with a metal head by putting salt on his chips, wrapped in Newspaper.

Q: What does 'market' refer to?

A: Finding a product first is the biggest mistake. You must always find a market first


Q: What does 'aids a' refer to?

A: AIDA - Attention, Interest, Desire, Action


Q: What does 'barking' refer to?

A: RUF (the sound a dog makes)- When picking markets to test: Use 3 guidelines (RUF): Recency, Frequency, Unit of Sales


Q: What does 'metal head' refer to?

A: To be in high demand be hard-headed. Clients, won't admit it but they are relieved with someone who takes a hardstand.


Q: What does 'SALT' refer to?

A:

  • Invoke the senses.

  • Ask questions and answer them yourself in your writing

  • List words that suck you in and divide the list into 2: Positive words + Negative words eg. 'Crisis' instead of 'problem'. Read this list before writing.

  • Transition words help your writing flow "And, of course, ...." ]


Q: What does 'newspaper' refer to?

A: Pay attention to what isn't free and is staying on top of: Amazon/The New York Times Non-Fiction List.


Let me know how these summaries can be improved? Contact me via Email (david@thisdomain.co) or on Twitter.

The 80/20 of Worldly Wisdom: