The Boron Letters is a series of letters written by Gary Halbert while he was in prison, to his son. It is held up as a significant piece of work in the copywriting field.
The thing I struggled to get past is that it is not discussed why Halbert was in prison. My guess is that it is something to do with fraud. Fraud from his copywriting. And therefore I am sceptical about how much to take from his work.
However, there is good stuff on here. There is a relentless focus on finding buyers, rather than making a product. Everything stems from finding the marketing opportunity first. And there is some practical advice on how to do it.
He also offers advice as to how to make someone feel special. To explain to them why they have been selected for such an amazing offer and create a sense of scarcity.
The letters made some important points. However, whether it adds as much value as books like Ca$hvertising and How To Write A Good Advertisement, I’m not sure.
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Tags: copywriting, gary halbert, marketing
This entry was posted on Saturday, May 6th, 2017 at 11:00 am and is filed under Books. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.