The Boron Letters
Gary C Halbert

Summary

Life and marketing advice from one of the world's great copywriters

Notes

Try things at least twice

Depend on yourself

Fast, ideally one full day a week

Nothing is impossible for a man who refuses to listen to reason

Rely on your own strength instead of someone else’s compassion

Money, especially big money, is most often a by product of enthusiasm

You must learn what people want to buy and dot his by observing what they buy

If you want to be a top notch marketer, you have to know how it really is not how people think it is

Constantly look for groups of people or markets that are starving for a product or service

Sell to your existing customers to make big profits

When assessing customers, look for recency, frequency of purchase and large unit of sale

Sell people what they want to buy

Most of the world’s work is done by people who didn’t feel like getting out of bed

Be skeptical of what people say or surveys, look at the numbers

A lot of money can be made by making offers to people who are at an emotional part of their lives

Customize the copy for exactly each person you send it to

When you get stuck, keep moving. Move your body

Personalize emails by adding in the exact day/time with a catchy email heading

Make ordering even easier and convenient for customers

Add ‘please reply’ at the bottom to get more engagement

Remember AIDA:attention, interest, desire, action when selling

Grab the reader then give interesting facts and ideas

To create desire, describe the benefits of the product once he has it

To get the person to act, you must be very clear on what you want them to do (do it now)

To write well, use simple common everyday words, short sentences and short paragraphs (ask questions once in a while and answer them yourself)

The layout of your piece should catch the attention of your reader but not in a way that causes him to notice the layout

You can do a better selling job when at first it doesn’t appear like you;’re trying to sell

You never get a second chance to make a first impression

HALT stands for hungry, angry, lonely and tired - never make a decision if you are any of those things

Keep on keeping on

Read your writing out loud

Always find a market first, then concentrate on the product

It doesn’t matter how much you learn if you don’t use what you’ve learned

Attach something to a letter but make sure it fits in

Pay attention to yourself and when you are off, drop out of sight and do what is necessary to strengthen yourself

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