If you’ve ventured into copywriting at all, you know of Gary Halbert.
Guy was a Direct Response God.
And surely, you’ve heard of his famous Boron Letters.
For those unaware, here is the quick and dirty–
Gary H went to jail for mail fraud. He wrote 25 letters to his son from jail (Boron Federal Prison, hence the name) and he attempted to teach his son everything he knew about life and marketing.
He undertook what I think was the greatest test of his marketing skills – convincing his son to actually listen to him.
When I first read the Boron letters, I had 0 knowledge about copywriting, or even marketing for that matter. The reason I picked this as a starting point was because they were short, could be read in one sitting, instantly available to read, and ofcourse, free.
And I took notes. A lot of them. Furiously. Look.
This is my copy of the Boron letters, printed out and read over 10 times now:
I’ve picked up a ton of lessons (on marketing as well as on life) from the Boron Letters. Not just the ones explicitly explained by Gary H, but the ones sprinkled throughout his writing.
I’ve compiled them for you in one place.
If you want to get the most out of reading these, here’s how I recommend going about this:
Read these lessons first and then read through the original Boron letters. This way, you’d be more aware of what he’s trying to say and get more from your experience. You can find a list and links to all of the Boron letters here. I recommend printing them out.
Let’s get started!
This post is divided into 2 parts because it was getting too long (yes, even for a copywriter)
(Note: Some life lessons have also been included in the 100, I thought they made for a worthy mention. Also I *really* wanted to get to 100 :P)
Here we go:
1. Gary always began his letters with the Time, day, and date.
If you’re writing a newsletter, blog post, or even a sales letter, mentioning the date and time makes it very real and personal.
People forget that there is a real person behind these emails, someone sitting on a laptop typing these words – and this reminds them that these are not just words on a screen.
They are the words of a real person, sitting somewhere, at XX time and place.
2. When Gary started the letters, in the very first Boron Letter, he told his son what to expect from these letters.
While writing welcome sequences and/or hook points – it is important to set expectations from the beginning.
People should know what to expect from you.
For example: If you’re welcoming people onto your newsletter – It would be a good idea to tell them what to expect from you going forward. If you’re able to communicate your idea properly – people will start associating you with those concepts.
E.g “Hey, welcome… I write about managing time as a busy entrepreneur and the tools that helped me”
Now whenever someone gets your mail – they know it’s going to be about this – and they’re much more likely to open it! (Because the topic interests them, otherwise they wouldn’t have signed up for your newsletter)
3. Gary always used the name of his son while addressing the letter. Personalisation goes a long way.
Even if you don’t have the name of your subscriber, don’t use words like “friend” or “mate”
That would be a waste of the salutation.
Use this space instead to set intentions.
This is a better one – Hey weekend warrior, or Hey soon-to-be-millionaire, anything that makes the person feels like it’s addressed to them.
4. Random Life Lesson:
Try things atleast twice. Your first attempt at anything is going to suck.
But just the second attempt will be a lot easier.
Most people quit after their first attempt – but you must understand that the first attempt is all but destined to fail.
Just trying the second time around will put you ahead of 95% of the people
5. State ALL benefits even (especially) the obvious ones.
Now, everyone knows the benefits of some products – like working out, moving more, saving time, etc. but that doesn’t mean that you skip it.
When you’re writing copy, remember to include even the most obvious benefits – it could be commonplace knowledge, but the prospect needs to be reminded of it.
6. How to repeat for maximum retention (without being repetitive)
Tell them what you’re going to tell them.
Then tell them.
Tell them again.
And then tell them what you told them.
E.x “Here are some good health habits for you! Move more. Exercise more. What I mean is – just get up and start moving! Don’t sit around, and remember – sitting is the new smoking! Now you know the number one habit you need to start implementing – now!”
7. Using the words “stumbled upon” “accidentally discovered” is powerful – it throws people off.
It increases curiosity and interest – and it makes your claim more believable.
It makes people feel like you’re just like them – the only difference being that you “happened” to discover something that they haven’t yet.
It makes them feel like you’re TELLING them something, not SELLING them something.
8. If you’re making a bold claim (E.x do this to get a six pack in 30 days)
You better have good solid proof to back it up.
9. Write for yourself.
A lot of the stuff in Gary’s letters were things he wished he had known earlier in life.
This accomplishes two things –
- Helps you connect with your audience because you’re telling them about yourself (but still being relatable) AND
- Builds proof. If you, a simple commoner with no experience can do this – so can your reader.
10. RIGHT NOW.
Remember, people want the fast and easy road.
They want results yesterday.
It would help your case if you put at least one point in your copy which helps them get some immediate benefit.
Something like – ” You can start doing this 5-minute exercise and start seeing results now” or “change this small thing in your copy to boost conversions as soon as your next email goes out”
11. Ask questions and answer them yourself.
This catches the attention of the reader and gets them back to reading.
There’s actually a scientific reason behind this.
When we read a question, it starts an open loop in our brain – and our brain will continue to look for answers to close the loop.
Want to keep them reading? Use questions.
12. End with questions (1)
If a prospect is reading your sales pitch and you end it with –
Well, what’s it gonna be then?
or
“Are you ready to take the next step to XX?”
It forces them to make a conscious decision – yes or no.
They can’t just read and ignore your pitch – they have to decide.
13. End with questions (2)
Another way this works is when you want them to read the next email, or click on something.
It keeps them thinking about you long after they finish reading and makes them want more.
Something like “after reading this story, don’t you think that the real purpose of XX is YY, not ZZ? more on that in the next email.”
14. Link to previous section
This can be used in long form letters as well as Email campaigns –
Say something like – “now if you remember what I said in previous letter…”
This increases retention.
If it intrigues them they might even go back and read the previous email too.
15. Random life lesson :
According to his son, Gary’s favorite saying was
“Nothing is impossible for a man who refuses to listen to reason”
Served him well, didn’t it ? Maybe something we ought to adopt.
16. Tell them exactly what to do.
You may think that it’s obvious, but people need you to hold their hand.
You have to tell them what you want.
Tell them to:
- Follow you on Twitter,
- Drag your email from promotions to primary,
- Submit their credit card details… etc.
You get the drift.
Be super clear about what you want from the prospect.
17. How to take away the competition’s power:
This is something you see used in elections a lot.
Trump will say – “Now my friend Biden here will tell you that I am XX. That we are XX. But he is wrong. And this is why- “
Use the same strategy for your offer!
“My competitors may tell you that growing on Instagram is because of XX, but you know better.
You now know that it’s actually XX”
18. Using ” ” attracts attention. Use it.
Example – you don’t need to “act tough” you need to “be tough”
19. Use power words and phrases when you need to make a point.
Good examples are
“Here is something for you to remember”,
“Now, pay attention”
20. Random Life Lesson :
“Schools teach us to accept capitalism, but only as part of the workforce.
We are taught how to work for a business, not how to start one “
21. Us humans love stories.
Our favorite ones?
The one where the underdog wins.
Nobody wants the perfect guy with six packs from the beginning to win.
They’re rooting for the chubby nobody who struggles everyday and manages to defeat all odds.
Use stories to spice things up, but remember to be relatable.
And real.
Perfect is boring, my friend.
22. This one is picked off verbatim from this letter (I couldn’t have said it any better)
“The very first thing you must come to realize is that you must become a “student of markets“. Not products. Not techniques.
Not copywriting. Not how to buy space or whatever.
Now, of course, all of these things are important and you must learn about them, but, the first and the most important thing you must learn is what people want to buy.“
23. How do you determine what people want to buy?
By seeing what they do actually BUY.
Careful here – not what they say they buy.
If someone asked you whether you want to buy the bible or any other book, 70% people would choose the bible in a survey.
But when they actually buy, they won’t choose the bible.
Beware of surveys and polls, look at actual spending.
You must look at markets they way they are.
Not the way you wish them to be.
24. Grounding.
When writing copy, use sentences like
“I’m sitting here waiting for my coffee” or
” I am on vacation at XX right now”
It makes your copy sound like it’s coming from a real person.
Plus, most people would get some sort of mental image in their mind when you say things like this, engaging them even more.
25. Quote extreme results, and then compare to average.
Example – if someone can lose 100 pounds with this program, surely you can shed those last 10 pounds!
26. The 3 guidelines for determining how hot your prospects are –
- Recency – The more recently someone has purchased via email (something similar to what you’re selling) the more receptive they will be to your offer
- Frequency – the more often a person buys a particular item, the higher his desire is for that type of production service
- Unit of sale – A person who has paid 200$ for supplements is a hotter prospect than someone who has paid 50$ for supplements.
The most important metric is Recency.
27. People don’t always put their money where their mouths are.
But they do put their money where their true desires are.
28. Be on the lookout for pieces of advertising that get displayed over and over.
It probably means that they have hit a nerve.
All you have to do is hit the same nerve – but hit it better.
29. Something to repeat inside your head –
SELL PEOPLE WHAT THEY WANT TO BUY.
Simple, but overlooked.
29. A lot of money can be made by making offers to people who are at an emotional turning point in their life.
For example – when they just had a baby, gotten married, gotten a raise, etc.
30. Be honest in your intentions. It lowers people’s guard.
If you’re giving something away for free, tell people why you’re doing it.
It makes you seem genuine.
For example – Say you’re holding a 30 minute free QnA, or giving away a short ebook of something valuable…
You could tell your prospects-
” I am doing this with the intention that you guys will be so blown away with the value i provide for free, you’ll sign up for any of my paid products”
The word free may be off-putting to some people and makes them wary of your intentions, being honest is the best thing to do here.
(People are more likely to believe that you are doing something for yourself, than for them)
31. As a general rule, the more “custom tailored” (personalized) your promotion is, the more successful it will be.
32. Random Life lesson –
When you get stuck or emotionally jammed up, one of the best ways to get yourself unclogged and going again is just to keep moving.
Walk. Jog. Write.
You cannot think yourself out of it.
You have to act your way out of it.
What you shouldn’t do is sit around waiting for inspiration to strike.
33. The books recommended by Gary H to his son in the Boron Letters-
Scientific Advertising by Claude Hopkins,
The Robert Collier Letter Book,
2001 Headlines by Jay Abraham,
34. What not to do – Write Clickbaity headlines or AD copy.
Ex : “Headline – Submarines that fly?
Content – No, we do not have submarines that fly, but check this out instead – “
If you do this, people feel like they’ve been cheated and will immediately exit the page.
(Side note : Make sure your AD copy and the landing page copy have congruence – otherwise your bounce rate will go through the roof.)
(P.S If you want some tips on writing headlines that hook, check out my article here)
35. Don’t forget to make your readers feel important. Show your appreciation.
Something like “I’m so overwhelmed by the response I got on the last email – You guys are the reason I do this”
This does 2 things –
- Thanks the people who have actually responded – and encourages them to keep doing it. They feel like they’re a part of your wins, and want you to win more.
- It makes you seem successful and prosperous, and encourages people who haven’t replied/purchased yet to do so.
They get the feeling that they missed out on something. And they want in, too.
36. The AIDA formula for writing promotions –
I recommend reading the entire Chapter 16 of the Boron Letters for this, but here is the quick run down-
AIDA (Attention, Interest, Desire, Action)
ATTENTION – the right type of attention, needs to be relevant, and naturally tie in to your letter. The first few sentences should have a natural flow with your headline attention grabber
INTEREST – Tell them interesting, specific facts.
DESIRE – State the benefits (even the MOST obvious ones)
ACTION – Get them to take action. Be very specific about what you want them to do – and remember to tell them to do it today – tell them what they will get if they hurry and what they stand to lose if they delay.
37. Random Life Lesson :
“Most of the world’s work is done by people who didn’t feel much like getting out of bed.”
Keep going.
38. If you want to get good at copy – Write down a good AD in your own handwriting.
Why?
When you do this, the words, the flow, the sentence structure and the sequences of information and everything else about the AD becomes a part of you. You internalise it.
If you do this often enough you will soon have a deep “inside out” understanding of what it takes and what it feels like to write a good piece of copy.
A list of the best promotions for handwriting as recommended by Gary H can be found in the Boron letters.
39. The best writing goes unnoticed.
You don’t want people to look at your AD and say
“Golly, what a well drafted AD!”
Nope. You want them to buy.
Write for money, not applause.
40. This one is reproduced verbatim from the boron letters- I couldn’t have said it better myself:
Use “word pictures” that will help your reader vicariously experience the wonderful benefits of owning your product or service.
Like this:
“And, just wait till you step into that warm inviting jacuzzi that comes with every apartment. Man oh man! The feel of that soothing bubbling water against your bare skin is just plain heaven.”
“You’ve heard of the expression about how you won’t believe your eyes?
Well, this is one time you won’t believe your eyes. No kidding. The delightful aroma of these charcoal broiled steaks will remind you how good it feels to be genuinely hungry”
41. The best way to become a better writer? You guessed it.
Write.
Don’t worry about developing a “style” or anything, just write.
Your peculiarities will show up soon enough.
42. Your reader is most likely busy when they receive your mail/ read your website – so putting small pointers here and there really helps.
Stuff like
“Click here to sign up” or “Click here to continue reading” are helpful,
and save the reader from thinking (which they hate anyway)
Your promotional material must be pleasant, easy on the eyes, interesting and unconfusing.
43. Ask rhetorical questions.
This helps you in emphasizing and reiterating your point, and keeps the reader reading.
Plus, ask questions that the reader will answer “yes” to .
This gets them into the habit of agreeing with you.
You’re starting to get it, aren’t you?
44. Random Life Lesson –
When things are tough, a very simple thing to do is just keep moving in some sort of positive direction.
45. If you can get people to make a decision, you’re more likely to get a yes.
2 ways I can think of using this –
- In your email pop up –
Instead of having a them close it using the X icon, write something like
” No I do not want any discounts, I like paying full price”
- On the upsell page (before their order is completed) the CTA can be something like ” “Yes I want to buy XX that will help me achieve XX faster “
and below the CTA will be another line
“No, I want to figure this out myself, I understand this is one-time offer and I will not get the same offer if I leave this page”
Basically anywhere the user has to click to move forward is a good place to test this out.
46. When people are scrolling FB/Instagram/reading their email they’re not looking to buy.
They’re in a curious state of mind.
They want to know what their ex is up to. They don’t care about your AD.
Meet them where they are – craft ads that invoke the curiosity of the audience.
Is your AD strong enough to be more important than checking up on their EX?
If not, back to the drawing board you go.
47. Gary H research methodology –
The first thing you need to do is to assemble a file that contains everything you can get your hands on that is relevant to your promotion.
Here are some of the things that might be included in your file:
1) Your product
2) Copies of email pieces that other people have used to sell products or services related to what you want to sell.
3) Copies of ads/sales pages that other people have used to sell products or services related to what you want to sell.
4) Copies of books and reports on your topic/niche
5) Copies of exceptionally good ads and email pieces, even if they are not related to your niche
6)Anything else you can think of that might be an “idea generator”.
Once you have all this ready – start reading and taking notes. Don’t stuff yourself. Your notes will usually be a single word or some phrases.
Next, re-read the notes after finishing them – and highlight the really good stuff you find.
Now, stop working on the project, let it go for a day or two. In this time, a fresh perspective or idea will hit you. A new way of seeing things. Then, you write.
48. Use simple everyday common words in your copy.
Use “get” instead of “procure”
(Pro tip – use the Hemingway editor to see the level of your copy – try to keep it below a grade 5 reading level)
49. Have you ever looked at a really long page with long drawn paragraphs and decided not to read it because it looked so intimidating? It usually has long sentences, long paragraphs, and very little white space. Don’t give your prospects such a stupid excuse to not read your copy.
Use wide margins,
a good amount of white space,
double spacing between paragraphs,
short words, short sentences, and an attractive, inviting layout.
50. The layout of your advertisement should catch the attention of your reader…
but not in a way that causes them to notice the layout.
Editorial content gets 5 times as much viewership as advertising content. How do you take advantage of this?
Make your AD content appear as organic as you can. I’ve seen a lot of YT and Instagram ads that just include the creator recording himself with a phone camera – sometimes even from an unflattering angle- it would fit right into your feed.
This increases the chance that people actually see it. It makes them think – Wait, who is this person I’m following? – before they notice the sponsored disclaimer.
It dials right into the curiosity mindset that the user is in – while scrolling social media.
That’s about it for this blog post! Part II will be out soon, with the rest of the lessons.
Wishing you big ideas and fast execution,
Ash
Pro Tip: Take ONE tip from this list, and implement it. It will serve you better than reading the next 50 tips.
Great post PP! I like it.
Thanks Harsh, Glad you liked it!