Posted by admin at PM No comments:. In Chapter 6 of the Boron Letters, Gary Halbert asks, "If you and I both owned a hamburger stand and we were in a contest to see who would sell the most hamburgers, what advantages would you most like to have on your side? Read it here. In Chapter 5 of his Boron Letters , Gary Halbert reveals to his son the secret to making money : Money, in my opinion, especially big money, is most often a by product of enthusiasm.
Remember it also, when, in the future, you need to hire someone. Always look for the most enthusiastic person, not necessarily the most qualified. Now, pay attention. The very first thing you must come to realize is that you must become a "student of markets".
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More filters. Sort order. Start your review of The Boron Letters. Good marketing primer that doles out marketing advice as well as some pretty decent life advice. Two nitpicks on this book: 1 It's dated. Halbert was a whiz in direct mail marketing, and the writing shows its age.
His son, also in the copywriting biz, does his best to update it for the digital age but the book should be read as foundational rather than a source of the latest and greatest tips. The book could have Good marketing primer that doles out marketing advice as well as some pretty decent life advice.
The book could have easily been longer almost disappointingly short , and I would have loved to see some of the website content make it into the book. Dec 27, Shamanth rated it it was amazing. It is way more about the preparation that goes into writing. This is true no matter what the medium is - a 70s newspaper or a present day smartphone screen. Mar 15, Andrew rated it really liked it Shelves: c-business , i-own-this , sig. A surprising amount of just 'life lessons' as opposed to marketing techniques.
I really enjoy how personal these letters are and I found them very entertaining to read outside of just being educational. I wish there were more though. After the 25 letters, I really want to read the more formalized book he mentions he wanted to write.
Does anyone know if he did write anything like the book he discusses wanting to do? One of my favourite take-aways from this book written by a father to his son, is h A surprising amount of just 'life lessons' as opposed to marketing techniques. One of my favourite take-aways from this book written by a father to his son, is he says he tries to act they way he would want his son to act in that situation.
I think that's a very sensible way to judge your own behaviour. Apr 26, C. Laborious reading and so dated We read this in our Book club and although there were a few good points in the book, all-in-all I would not recommend it to others as a good read. Best book on copywriting so far. Nov 03, Atman rated it it was amazing.
Written by 'history's greatest copywriter' Gary Halbert, this book is a collection of letters from a father to his adolescent son. In these letters, Halbert teaches his year old the importance of 'road-work', a strong work ethic and the inside secrets of great advertising. There are some gems in these letters and the fatherly conversational tone makes them all the more endearing.
I especially loved some of the ideas on how to grab and hold attention in direct mailers. While the book is a bit da Written by 'history's greatest copywriter' Gary Halbert, this book is a collection of letters from a father to his adolescent son. While the book is a bit dated and covers some ideas that are no longer applicable, the ideas on finding markets and creating products to cater to them are more relevant today than in when these letters were written.
Overall a quick read, but plenty to take away. Feb 14, Georgios Koutsogkilas rated it it was amazing. Incredible book. From an incredible man While in prison. The world's greatest Copywriter laid down his life wisdom for His favorite son. A must read for any entrepreneur and copywriter. As well for anyone who Wants to improve his life quality.
Jul 19, Jiliac rated it it was amazing Shelves: self-dev. I had never read a book in this format: A father sets to transmit every valuable he has to his son.
So, although this book is famous among copywriters, there a good bit of "self-development" advice at the 5 first and the 5 last letters. Probably best to read these quickly. This father-to-son format makes it personal and so easy to read. You can feel the words are flowing naturally. The 15 letters in the middle out of a total of 25 letters are gold of copywriting.
Things would expect, and things I had never read a book in this format: A father sets to transmit every valuable he has to his son.
Things would expect, and things you really wouldn't! Valuable advice, condensed in a small book. Warmly to those wanting to improve the impact of their writing. Jul 09, Yoric rated it really liked it Shelves: psychology , success , business , copywriting. I love those kind of "Reflexions" a father may give his son, or we may give to our younger self.
It's like gathering all the experience we had, and reflect on them, and give a summary of the most important things, of what matters. Those kind of writing are powerful, because they help us to focus on what matters, and not to get drifted in a wrong path for too long. Our time is precious, and this helps us to make a better use of our precious time.
What I liked about it: - The tone of the letters is cl I love those kind of "Reflexions" a father may give his son, or we may give to our younger self. What I liked about it: - The tone of the letters is close to the reader. A one-o-one conversation. About his "clients", the reader of his ads. He's creative, he think all day about new ways to improve and test his ideas.
What I didn't like that much: - After the first few letters, all the focus is on copywriting. I wish there was more "general life" wisdom inside. Some ideas and quotes from the book: - Don't rely on others. What you'll mostly get is negativity, because they relate your attempt with their own failures or lack of courage in making their own money. Always look for the most enthusiastic person, not necessarily the most qualified.
You want to do some of your friends a favor? Thank you for your feedback. Amazon Music Stream millions of songs. Deluxe midrange with some bells and whistles. Read this book twice in a row.
When he wrote the first letter, I was 15 and at that age all young men think they are invincible to what ails old people. Not to mention human psychology, which is equally important to your deadly written jiu-jitsu skillz. You want to tell him what he will get if he hurries and tell him what he will lose if he delays.
Dec 27, Shamanth rated it it was amazing. Then this will do it, whether back in the s, when the Boron letters were originally written — or today. Trivia About The Boron Letters. Through these letters Gary is giving advice to Bond related to general health, well-being and conduct in life, as well as to direct marketing and copywriting. Deliver quickly, then show them how the information can improve their life.
This website uses cookies to improve your experience while you navigate through the website. For total newbies, these fine works will unveil a remarkable truth about marketing to you:. Copy is selling in print. And selling is pure emotion.
Now go, Go, GO read these! Okie doke, glad to have you back. They spoke of him like a god among mortals. The more I learn, I realize there will never be another person like him. There are few teachers who break down the distinction between principles and tactics as well as Mr.
And the difference between understanding this separates the rookies from the players, so listen up. Fancy tactics on top of a poor product or sales message are like dressed-up turds. This makes sense, because the success of all copy is founded in understanding what makes your market tick. If you do want to learn more about internet tactics from another loyal Halbert disciple— check out the book from Russell Brunson and company: Proven Split Test Winners.
This next strategy is something you can practice every day simply by paying attention on Facebook, going to blockbuster movies, and reading your email…. In his copywriting seminars, Halbert conducted a thought experiment with his students, asking them:.
The advantage? Most of the best marketers are in the best markets — the starving markets. Markets that never, ever lose their appetite. So, what are these markets, what do they look like and how can you study them? Gary draws a funny comparison in Ch. Hardly anyone percentage wise has actually read the Bible. Some of these email newsletters have over , names on their list — and they make profits with LOTS of zeroes, rest assured. I recommend creating a new email account and subscribing to them all.
Crazy how some of the best education in the world is free if you know where to look. Stand on the shoulders of giants, see further, and learn from the best. In Chapter 7, he expands on his RFU formula for picking winning lists. Recency: the more recently a person has bought something similar to your product, the more likely they are to respond to another offer.
Frequency: The more often a person buys something similar to your product, the higher probability they have of buying again.
Unit Of Sale: a person who has paid MORE for something similar to your product, the better chance you have of making a sale. At the same time, Halbert urges:. So obvious, so overlooked, and so important. So, are there any other ways to bridge the gap, besides looking at where the big dogs are making their millions? But remember the hamburger method — go where the feeding frenzy already exists — where people are hungry, curious, and buying…. I recently finished a sales letter for an exercise product to reduce shoulder pain.
Amazon was HUGE for getting inside the head of elderly folks who are hurting — a market I knew next to nothing about. There were thousands of reviews for products in all three categories. Use it, understand your fellow humans on a brand new level, and profit from it. People do not hold back on emotion, and emotion powers sales if you learn how to channel it properly.
Niche-Specific Forums — similar to Reddit, but sometimes you can find more tight-knit and active communities when you start researching, say, female joggers. I read a post from a distressed mom of three. She needed help with.
I have no clue what challenges moms go through, so this was key. Because you can rarely tell someone too much about something that could solve a problem in their life. Now, I understand this can all sound like a lot — deep market research, figuring out what the hell people want, crafting appealing offers….
Already though, my computer is in danger…. Even cooler, is knowing some of the greatest copywriters who ever lived swear by this method.
Just yesterday, I was back at it with this approach because I could feel my copy axe had dulled. This time, it was email copy. I hit a rut and needed to absorb the wisdom of smarter writers and marketers. I return to it over and over like a good Shakira song, and I probably will for another decade at least.
Again, this golden nugget lays ready for the taking in Chapter 17, if you read any chapter read this one. Except you can actually replicate it down to every period, comma, and underlined word. I can tell you personally— this works. With some minor tweaks, ANY of those letters could be easily adapted to a modern marketplace. I have to give the late great Eugene Schwartz credit for that metaphor. Keep it classy, alright?
In Chapter 10 of The Boron Letters, Gary walks Bond through the steps of writing a hypothetical direct mail campaign for an information product showing people how to invest in real estate.
For newer copywriters: as you build your swipe file, study promotions, and soak up mad knowledge — pay attention to what gets you excited. In The Boron Letters, Gary calls this his 1 secrets to making money. What then? Please remember this! I think a good way to find your enthusiasm is to dig back to the stuff that filled you with wonder and excitement as a kid.
I liked tennis and learning sales; now I write for both markets. I have a client in the dental space — I hate going to the dentist and the market bores me to tears most of the time. Why then, did I choose it and why do I keep working with these guys? I think the product, a discount plan that saves seniors money, can legitimately improve their lives by keeping money in their pocket…. I picture my own grandparents and what their life might be like if they were worried sick about financing a dental crown or cosmetic surgery.
This section has absolutely nothing to do with chicken nuggets. Write proof-laden notes of who is getting results. How many of them are seeing these benefits. Anything that lets your prospect transport themselves into the future, and see their new life with conviction that they too, can experience this change.
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