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The Boron Letters Paperback – June 11, 2013
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Frequently bought together
- Publisher : CreateSpace Independent Publishing Platform (June 11, 2013)
- Language : English
- Paperback : 146 pages
- ISBN-10 : 1484825985
- ISBN-13 : 978-1484825983
- Item Weight : 1.95 pounds
- Dimensions : 8.5 x 0.33 x 11 inches
- Customer Reviews:
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Top reviews from the United States
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I probably read his ads (my last name has no coat of arms that I could find) but I never heard of him to study from till those few short years ago.
I loved studying the psychology of why people do or don’t buy and I’m pretty good at honing in on the emotion in my writing but...I felt like the technical parts eluded me.
I belonged to a copywriting group and his son, Bond, would respond to posts sometimes. I started following Drayton Bird and somehow stumbled on The Gary Halbert group.
I heard about direct response writing. I entered a contest I didn’t win. I figured out there were formulas for writing that I must be missing that I really needed to lead me to achieve the success I want.
Someone asked the other day why read the boron letters and as I just finished it my mind thought why not? (And that’s why I wrote this review) Every page has multiple lessons on writing good copy. Every page. Gary didn’t write things just for fun. If you’re not getting the lessons the issue is you, not him or his writing.
I’m lucky enough to now belong to a group that Bond and Kevin (another one of Gary’s sons) run. They give lessons. Sometimes the lessons are almost exactly what I’ve read in here. That’s ok. Repetition helps.
I don’t think this book is for everyone because everyone won’t get it. They’ll be hung up on typos or grammatical mistakes. Complaining about the font or eye appeal. Good. Don’t buy it. For those who want a deep dive into why people do what they do and how to write to get them to do what You want them to do - this book is for you. Everyone else - move along, nothing to see here.
If you are considering this book as an up and coming copy writer trying to learn from the greats, look elsewhere. If you really want to learn about Halbert's writing, you can find what little advice is in this book online.
Top reviews from other countries
These letters date back to 1984 so don't expect tips about the Internet, email and social media. Instead expect advice that goes deeper than modern media. Their purpose was to teach his youngest son about marketing and life.
Even by then Gary Halbert was a legendary copywriter and direct marketer who had lived a roller coaster life. He published a popular marketing newsletter and has been an inspiration to many of the top copywriters of the last 30 years.
The letters are in some parts a ramble about his life in prison and the life lessons he has learned. Sometimes they contain personal comments about his family. At other times, they focus on explaining how he had managed to be so successful. The letters are not edited so you have to go wherever he takes you. His son, Bond Halbert follows up with his own comments to give his thoughts on the advice he received from his father and updates the ideas to the days of the Internet and emails.
If you want a pure marketing guide, this book isn't for you. It even takes its time before it starts talking about marketing.
The book covers:
- How to select the best list to use.
- How to train yourself in copywriting including the books to read more than once.
- How to select a market worth pursuing.
- How to create an information product, even when you know nothing about the subject at the start.
- The A and B piles and why it's vital to pass this first test. Halbert was very firm on this while other copywriters favour teaser copy in some situations. The right thing to do is to test it.
- How to use grabbers to gain attention.
- How to induce guilt to reply using stamped return envelopes.
- How to prepare to write the copy.
- How to improve your copywriting skills.
- How to use "eye relief" to keep people reading your copy.
- And more
This is a hard book to assess and rate. Gary Halbert was a great copywriters and his insights are valuable. So too are his lessons on life, even if you don't agree with a few, they make you think.
Halbert himself recognises his "babblings are getting too random". This is the problem if you want to learn copywriting. There is little structure and he doesn't delve in as deeply as I'd want when he finds an interesting issue.
3 or 4 stars? I think I'm probably at the 3.6 level so I should round up.
If you're a business owner who wants to learn copywriting, there are many books that will give you a more structured approach. If you're a copywriter, you should probably read it as part of your continuing education but it's a book of nuances rather than theories, concepts or direction. You should also read the Gary Halbert Letters.
I'm left wishing there was a better copywriting book by Gary Halbert . There is a book called "How To Maximum Money In Minimum Time" but I haven't seen it or read it and it's a bit expensive to buy on spec.
Paul Simister, a business coach who helps business owners with disappointing marketing, to get unstuck.
I'm guessing people by this because of who the author is and not for the value of the information contained, there are countless books that offer a far better insight into modern copywriting.
I had high hopes for this book, but sadly I was let down by the information ( or lack of ).
Halbert's writing style is just hypnotic. You can see why he was at the top of his game when it came to writing excellent copy.
Not only does he provide lessons on marketing and copy, but on life itself and how to be successful in all that you do.
I highly recommend this to all budding copywriters and all of those looking for an interesting read.... I would even go as far to say that anybody who reads this book will not fail to learn something, whether its in business, marketing or life.
And street wisdom from Gary Halbert, is just brilliant.
I know there are some Copywriting veterans here on reviews of this book, but for a beginner as I am, I recommend for a depth understanding on direct marketing the book (i actually wrote a review here at amazon on the book): AMA Complete Guide to Small Business Advertising Hardcover – 1 Dec 1994 Joe Vitale.
I am only leaving this here in the hopes that the publishers will up their game a bit. This is a valuable piece of information and should be packaged as such. I could proof read and edit Bond's commentary in less than a day.