Write Killer Copy

I hope you took me to heart and did those
things. You're a dumb bunny if you didn't. Assuming you did
complete this menial chore, I'm here to tell you, you have at
least begun the process of writing copy "The Halbert Way."

Alrighty then, let's assume you have a job of
writing copy to accomplish, either for yourself or a client.
What is the first step you should take?

The answer is easy: The first thing you do is,
take approximately 150 of your "headline cards" and read each
one as you deal them out in front of you, like you would deal
a deck of playing cards.

Can you guess why this is your FIRST step? It
matters not... 'cause... I'm gonna tell ya. The reason you do
this first is...

To Prime Your Mind!

This is a mechanical exercise to get your old
noggin percolating. Pro copywriters don't have time to wait
for inspiration. What pros do is follow mechanical, drone-like
procedures... which literally force... breakthrough
ideas to energize!

Reading, dealing out... and yes... touching
and fondling... those headline cards is a superb way to start
this process.

OK, suppose you've done this first step. Your
mind is awake and stimulated... plus... your brain has just
ingested a healthy portion of "killer copywriting nutrients."

What do you do next? The answer is, you do
what I, Sir Gary of Halbert, privately think of as...

"The Suck!"

"The Suck" is where you take the product or
service you have to write about and examine it from every
conceivable angle. As you do this, you take notes... and...
you number those notes. Take notes on everything
pertinent. Take notes on everything interesting. Take notes on
things that pop into your head (like ideas... random
thoughts... or even questions).