Know more about “The Boron Letters” man who made some of the multi-million dollar winning campaigns in various marketing niches!

Monday: MicroBusiness and Marketing Marvels FROM THE DESK OF MILES EVERSON: Today’s the start of another great work week! With that, allow me to once again share with you another one of the world’s Marketing Marvels in the field of copywriting. Would you like to take a guess on who we’ll talk about in today’s newsletter? It’s none other than Gary Halbert, one of the greatest and most iconic copywriters of all time! Keep reading to know more about Halbert’s contributions in the field of copywriting and what you, as an independent professional, can learn from his insights and experiences. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

Know more about “The Boron Letters” man who made some of the multi-million dollar winning campaigns in various marketing niches! Gary Halbert: The maker of “The Boron Letters” and one of the greatest copywriters of all time Gary Halbert is perhaps one of the GOATs (Greatest Of All Times) of copywriting. Born on June 12, 1938, he achieved tremendous success as a copywriter and direct marketer. Think about this: During his lifetime, Halbert achieved several multi-million dollar winning campaigns in different marketing niches. Aside from that, his copywriting book, “The Boron Letters,” which was a compilation of all the letters he wrote to his son Bond Halbert when he was imprisoned for tax fraud, became one of the best books ever written on the topic of copywriting. In fact, a lot of copywriters and marketers today consider Halbert’s book as a “cult classic in the world of copywriting!” Just how awesome is that? Let’s take a look at one of Halbert’s successful advertorials: The Million Dollar Smile Halbert wrote this advertorial to educate readers about 2 things: First is that porcelain veneers are the most cost-effective way to get a Hollywood smile and second is that Dr. Thomas Glenhorn is the only dentist you should visit to get these veneers. In this article, Halbert did a great job talking about the benefits of a great smile, including the fact that smiling releases brain chemicals that put you in a better mood. After that, he went on to address consumers’ possible objections by introducing Dr. Thomas Glenhorn, the doctor who could work his magic on anyone’s smile. A small box detailing Dr. Glenhorn’s experiences and credentials helped build trust with readers. The advertorial then ends with a call-to-action to contact the doctor. Halbert also effectively used a sense of urgency by stating that the doctor is very busy and consumers should call immediately to book a slot to get a veneer. So, what are your main takeaways from this example? You must clearly address your readers’ pain points to get them emotionally stimulated while reading your sales copy. Talk about the emotional and experiential benefits of a certain product versus only stating the facts. Preempt objections to encourage readers to read your entire sales copy. Use bullets to effectively summarize important information. Include calls-to-action and a sense of urgency to elicit response from consumers. Here are a few more marketing and copywriting tips you can learn from Halbert: Start with a good mindset. Halbert is a strong believer of the idea that great copywriting always starts with the right mindset. In “The Boron Letters,” he gives an advice to his son, saying, “Everyone wants to climb the mountain, but the difference between those at the top and those still on the bottom is simply a matter of showing up tomorrow to give it just one more shot.” I think what Halbert said is correct. If you don’t fix the fundamentals, no amount of good tactics are going to improve your writing. Know your customers. Humans are quite complicated creatures. Oftentimes, what we say and what we do are completely different things. As independent marketers, copywriters, and business owners, it’s your job to know what people actually want to buy. You study the data and learn about the buying habits of your customers. Follow the AIDA formula. Whenever Halbert outlined his writing techniques, he always used the AIDA formula. Even until now, this tried and tested formula forms the foundation of almost every top-performing sales letter ever written! Here’s what AIDA stands for: Attention. This could be in the form of an attention-grabbing headline that makes a good and attainable promise to readers. Interest. A hook that expands and adds clarity to your headline’s promise. Desire. These are the product features and benefits that entice your readers to avail your brand’s offerings. Action. This is the irresistible call-to-action that compels readers to buy NOW. Write a compelling offer. Here’s a cold, hard truth: If your readers have gone through all of your sales copy and still decided it’s not worth their time, money, effort, and other resources, that means it’s time to improve your approach. Halbert used the majority of his copywriting time in creating irresistible offers. Whether it’s a powerful guarantee, bonus, or discount, he made sure to get it right. It can be a bit intimidating to make a bold offer, but if it will help increase your sales and customer satisfaction, make that bold and tangible offer. This will become one of your essential marketing assets in the long run. Based on the insights above, we can see that Halbert illustrated that copywriting success is a matter of having the right mindset and following tried and tested techniques. Your copy may not rank high on search engines immediately, but if you persevere and continue to fill a gap in the market, your copywriting success will happen soon enough. Hope you’ve found this week’s insights interesting and helpful. Follow us on LinkedIn. Stay tuned for next Monday’s MicroBusiness Marvels! The Lapland Province in Finland is a sparsely populated area bordering Sweden, Norway, Russia, and the Baltic Sea. Learn more about how a #WhiteChristmas became possible for a tropical country on next week’s 12 Days of Christmas BBD Campaign!