From Pen to Profit, Unleashing the Power of Words

💫 A titan in direct response marketing, Gary Halbert penned his way into history with his legendary sales letters. His ability to intimately connect with readers and compel them to act transformed the art of sales writing. Halbert's legacy includes the iconic "Coat of Arms" letter, hailed as the most successful direct mail letter in history. 💫📨

As I mentioned, my first introduction to Gary was through recordings of his Boot Camp. After that, he became an acquaintance, if not a friend. Years ago, three other marketers and myself pooled together a decent sum of money and hired Gary to spend two days with us in a small conference room at the Flamingo in Las Vegas. I quickly came to understand his reputation as a maverick.

I’ll never forget Gary, wearing a red bandana on his head, pretending to be a space alien, flying around the room, hovering over planet Earth in search of the perfect market. “Carpet cleaners!” he said - sarcastically. That was the market of my friend, Joe Polish, who was asking Gary for feedback on his business.

That was Gary’s “Zen Master” teaching on a core marketing principle: customer selection. It wasn’t long before Joe switched his focus from carpet cleaners to wealthy entrepreneurs. And he’s benefited from that decision ever since.

Gary was, perhaps, the greatest copywriter of his generation.

He signed his newsletters “Gary Halbert, the Prince of Print, the King of Copy, and Legend in his Own Mind.

His Coat of Arms business was famous for hiring woman who would literally steer a wheelbarrow full of checks from his PO Box to the bank—long before the day of the credit card sale.

Gary wasn’t just a great copywriter. He was a great teacher of copywriting. A core method of his was to write, word-for-word, classic and successful sales letters written by others. Letters that were proven in the field.

I did that, word for word for word. Mostly copying Gary himself.

If you can track down the sales letter he wrote for a new wife, consider that a master class in sales copy. He stopped traffic in Hollywood when he launched Tova Borgnine’s “facelift in a jar.”

Gary had a reputation for making and losing tons of money. I think he just wanted to spend time on his boat in Florida, where he passed away. He played loose with the rules, ultimately spending time in prison for tax fraud. While there, he wrote what some call the “definitive book on direct mail” for his son, Bond, who was also at our meeting in Vegas. If you can get your hands on it—known as The Boron Letters, after the name of the prison—it may be one of your best investments.

🔑 Halbert’s Hard-Hitting Lessons: 🔑

• 🎯 Human Connection: Halbert emphasized creating a personal, intimate connection with the reader through copy. He believed that to truly capture a reader's attention, the copy must feel as though it's a one-on-one conversation, tapping into the reader's emotions, interests, and experiences.
• 💡 Benefits Over Features: His sales letters focused on the benefits to the reader, not just the features of the product. Halbert's approach was centered on the customer's perspective, he highlighted how the product or service could enhance the reader's life, rather than just listing its features.
• 🎣 The Halbert Principle: He advocated for the importance of "starving crowds", focusing on a receptive audience rather than creating demand. Halbert stressed that marketing to an audience already eager for your product or solution is more efficient and productive than trying to generate interest where there is none.
• 📬 Direct Mail Expertise: Halbert was a master of direct mail, crafting campaigns that resonated deeply with readers. His direct mail pieces were known for their engaging narratives and compelling call-to-actions, which were carefully crafted to convert readers into customers.
• 👣 AIDA (Attention, Interest, Desire, Action): Halbert's use of this classic copywriting formula was masterful, capturing readers' attention and compelling them to act. He effectively used each stage of the AIDA process to draw the reader in, create a strong desire for the product, and finally urge them to take immediate action.

💬 Quotable Quote from Gary Halbert: 💬

"Strong copy will not overcome a weak offer but... in many cases, a strong offer will succeed in spite of weak copy written by marketing morons." This quote underscores Halbert's belief in the power of a compelling offer.