Write Killer Copy

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).

Listen: One of the 10 best business books ever
written is "How To Outfox The Foxes"... which... was written
by a man I greatly admire, Larry Williams. If you are in
business in any way, shape or form and, you haven't read this
book, you are truly missing out on some amazing business
secrets. It is published by CTI publishers and you can get a
copy by calling (619) 756-0421.

Do it. You're a dunce if you don't.

I just finished re-reading that book for maybe
the 7th time... and... this time, I took notes. I'm not
writing an ad for this book (Larry has written an excellent
one himself)... but... I took the notes anyway. I wanted to
come closer to "owning" the incredible secrets it revealed.
And, even though I am not writing an ad about this book, those
notes I took are exactly the same notes I would have taken if
I were, in fact, writing an ad. They were the same notes I
would have written as I would have tried to "suck" every
morsel and nugget of knowledge I could from this invaluable
tool. Some of my "nugget notes" will have meaning only for me.
Others will be immediately understandable and make sense to
you.