2,513 passages, newest first · 205 ms
That's it for now. Chow. I know, I know. It's supposed to be
spelled "Ciao." Whatever.
Sincerely,
Gary C. Halbert
P.S.
Many people keep asking when I'm going to have another
seminar. Not for a long time. Probably, at least, not for another
year. However, in May I will be teaching from the 11th to the…
# Write Killer Copy
From:
South of Jewfish Creek
Dear Friend &
Subscriber,
No chit chat. Instead, we're going to dive
right into our next lesson on "How To Write Killer Copy."
Remember last month how I gave you 80
headlines and, told you to write out those headlines (in your
own handwriting) on 3"x5" index cards? And, how I…
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…
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…
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…
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…
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…
In any case, I am herewith going to write all
the notes I "sucked" from "How To Outfox The Foxes" to give
you an idea of what a "Completed Suck" looks like: Off we go!
1. How bad is it?
2. Do you feel honor
bound to pay?
3. Who doesn't get sued?
4. Story of rich guy with
daughters
5. Buy a house in Florida
6. More lawyers than...
7. IRS cancer story, p. 2
8. This is a guideline;
an idea sparker to get you thinking
9. Why success is scary
10. Be a shitty target
11. Hah! You are going to
assume the worst case scenario
12. Be willing to walk
13. You own only an option
14. Lawyers should be used
for the intimidation factor
15. Doberman dogs
16. Who can you bring to
diffuse?
17. Have someone who
doesn't owe, offer to pay
18. Get better collection
results by befriending
19. Look like a no-profit
street guy
20. Assume the absolute
worst and think it out
21. You will be ripped off
and treated unfairly
22. Threaten to put up
billboards
23. Embarrass them into
compliance; write an ad
24. "If payment in full is
not received within 30 days of installation, all product
warranties will be null and void"
25. You gotta give them
justification
26. Have lawyer send copy
of his letter to you
27. Look for a "tell"
28. Like holding a silver
cross in front of a vampire
29. What counts is how
well prepared you are emotionally
30. The tremendous power
that exists in sitting still
31. Paint a picture of how
exhausting and time-consuming it is going to be
32. My how they change...
into a fire-breathing dragon
33. Buzzards: Who do they
go after?
34. TRAP THEM!
35. Your job is to
discourage
36. If something is
written, no other testimony is allowed
37. The better you
describe, the better your results
38. Snakes in the backyard
39. Ask Theresa about
mailing
40. Loophole lawyer expert
41. "The only way I can
feel comfortable about it is if..."
42. Rabbits are ridiculous
43. Life insurance trick
on page 31
44. Dance your way out of
this seemingly-never-ending law
45. Getting outside the
legal system
46. Getting down in the
gutter with a person who is basically amoral
47. In most cases, their
ethics are non-existent
48. Hire criminal lawyers
for civil disputes
49. Right or wrong, you
are with the mongrel dogs and, whether you win or lose, you
are going to go home with some fleas
50. One lawyer with a
briefcase can steal more than a thousand thieves with guns