‘Bondodog’ Reveals Gary Halbert Family Copywriting Secrets

Posted by in Conversions, Interview, James Schramko, Podcast, Video

Insider Copywriting Perspective
When visiting John Carlton recently I had a chance to meet and interview Bond (Bondodog) Halbert. What a privilege it was to gain deep insights into copywriting from the man who Gary Halbert once said was his greatest student (mentioned in the Boron letters).

Worlds Greatest Copywriter That Ever Lived?
Gary was the world’s greatest copywriter, according to Bond, because he could tackle any market and succeed. Luckily for us, his famous ‘Halbert letters’ are available to read online for free at TheGaryHalbertLetter.com. This is one of the best resources you could ever hope to find online if you are starting out as a copywriter. The greats all tip their hats to Gary as a formidable writer who could cause a cascade of sales with a single letter.


Just Write!!
Bond mentions “don’t be afraid of just writing and writing”. Avoid the ‘billboard’ method if you want to build a relationship with your audience. Consider your buyers actions over your own opinions. The great thing about direct response is your opinion doesn’t matter!

Cover Everything
When you craft a sales message make sure you have it all there – answer all the questions. The higher the price point the more work required to put your sales message across. (I recall John Carlton teaching me this). When preparing the campaign throw up as much as you can then cut cut cut! Most copywriters draft work then come back to it and edit it several times. Yes, write and then re-write, come back to something and ad and ad until you are done.

Gary Halbert was Different
Gary Halbert would talk to many people and get the spiel down and then think about the message over and over again before committing it to paper. John Carlton mentioned to me that Gary would loop the message into conversation over and over again. ‘He would loop it around in his head and ask several times for an opinion on the subject’. Gary would get so close to the sales letter in one go using this technique.

It is NOT all about the writing
Bond suggests you develop the hook and the offer and work with your passion wherever possible. If you have enjoyed the target market as a passion then you can translate that better by rehearsing things mentally. You can get really close to the mark when you already know the lingo of the market.

Bond’s step-by-step checklist
I pressed Bond for some easy shortcuts for new copywriters and he said: “look at what is working
already!!!”. I resonate with this as I teach it exactly the same technique to my students. Next, find the power words, use emotion (since we always sell on emotion). It is important to figure out your concept first then take the ads that are similar in that campaign and break them down. In other words, emulate the current market. All marketers should have a swipe file (a file that has best proven copy). An essential theme I hear over and over again is how you must know your product and target market in depth. New person advice summary – just do it.

“Anything worth doing is worth doing poorly”.
Actually doing things takes so little time compared to what you imagine. Don’t waste time to get things perfect – just get into it. You do not need everything before you start.  Gary used to say: “Motion over meditation”. Internet Marketing has a lot of chances to test things compared to direct mail. Use this advantage. Just to move is the key.

‘That thing’
Gary Halbert always looked for the ‘where can I buy this’ reaction from his target. To garner this reaction he would continually ask people to proof read a letter and see if they want to buy it! Gary and Bond trained their  marketing antennae to hear anything that resembled a HOOK. The big focus is on the deal, the hook.

The GaryHalbertLetter.com is changing!
Bond is currently re-ordering the Gary Halbert letters into the right sequence. Many people do not realize the letters are currently not in the same order as written. Bond revealed how Gary went through some hard times and went to Born Federal Prison camp. This meant Bond got to see Gary become rich. Bond was famous as the target subject for the Boron Letters (well worth reading!) and instantly became Marketing Royalty (Bond stresses as an Earl not a Duke!). Bond received a marketing education from some of the greats including Gary Halbert, Joe Karbo and Jay Abraham.

Raw honesty
Like father like son, the greatest thing to shine through this interview was the love and honesty Bond and Gary shared as father and son.

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22 Comments

Andy

17. Feb, 2010

That’s really an interesting insight into Gary’s background and the way Gary thought. Excellent stuff!

Lara Jane - Ultimate Lifestyle Project

17. Feb, 2010

Very interesting! I love the “Anything worth doing is worth doing POORLY”! That’s an additional bonus with online businesses – it costs nothing except our own time to put content up, trial it and if it doesn’t work, modify or tear down.

Thanks again for sharing!

Vincent

17. Feb, 2010

Thank you so much for such great stuff. Real value with great pleasure. I feel so motivated to write now…

Michael Harwood

17. Feb, 2010

Gee wizz James Thanks for that interview. He really opened up to you. And the fact that he told you that you have access to him any time you want I hink was pretty cool.

Jo Mcinnes

17. Feb, 2010

Great Interview. Always good to hear from the best in their field.

Sean Morahan

17. Feb, 2010

I really enjoyed ““Anything worth doing is worth doing poorly” and “Motion over meditation.” Great interview, James.

Tracey

18. Feb, 2010

Thank you for the great insight. I got so much from the interview, parenting tips, marketing tips, life skills, WOW what didn’t we learn.

Find the hook to be able to write with insane passion using raw honesty angled to the audiences perspective. What a tip.
Thanks James:)

Aman

18. Feb, 2010

Thanks James for the interview.

I am inspired by your interview and i love the “Just Do it” attitude to work and life.

Don’t second guess, if you have an idea, either it be good or bad as said in the interview “Anything worth doing is worth doing poorly”, love it…

Keep the interview coming…

Cheers…

Karen

18. Feb, 2010

Hey, what a great interview. I learnt more and reinforced what I already have heard. James you’re doing great!

Graeme

18. Feb, 2010

Nice one James. Some of the best content on the internet is right here on your blog.

Keep it comin and I’ll keep readin (and buyin!)

David

18. Feb, 2010

Awesome Bond, James, Bond. Sorry couldn’t help it.
Excellent intro. 2 great men sharing a history of internet marketing and insight to the world of copy writing.
This is why I am inspired by James Schramko

Neil McPherson

18. Feb, 2010

As a lifetime interviewer I-lifts-me-lid to this one, James and I thank you for listening so deeply; speaking only when you needed to sum up here and there; not cutting out of the chat too soon: Some of the juiciest material came in the tail!

As Bond lossened up, he had obviously learned to trust you – not to go all goofy about being in the presence of the son of the Great One.

Excellent and a tonic for me too: wondering how the hell to “convert” the people I want, so dealry, to help..

Barry Dunlop

18. Feb, 2010

What a generous interview James – a tremendous insight to a copywriting legend.

Very touching and a tremendous lesson

Thank you James

Cary Ellis

20. Feb, 2010

James thanks for the gr8 article!!! Always enjoy your insights and find them filled with wisdom towards success… to the point on copywriting – excellent nuggets! :)

Cary Ellis

20. Feb, 2010

where do we have to put our pic to get it loaded next to our comment instead of the little green monster – or at least can I get a smiley one??? :) :) :)

Kontant lan

20. Feb, 2010

thanks for the tips on the cw skills. this is something i cantruly use in my work. i was wondering if you had a bigger listing of tips that i can use. please let me know.

A-Kasse

22. Feb, 2010

Hi what a good post we have here. CW tips are too good I can use it in my website. It’s good to read some good tips on CW after a long time. Post has excellent tips on internet marketing also. Do post some more tips in internet marketing I like to read it

John Groom

24. Feb, 2010

There were just so many tidbits of info in this interview I just can’t believe I just heard it. First off Where do we get that “Copywriting Cheat Sheet” LOL Seriously I hope all who watch this really take in the part of “Doing it Poorly” which is something I truly am guilty of at times as probably we all are.

Thanks so much for providing this interview and I plan to come back and watch it again later today while it is fresh in my mind.

Joy

14. Mar, 2010

I spent quite a bit of time checking out the sales pages of top sites and their email messages in my niche to see how they did it … style of writing, bullet points, what is the problem/pain point/solution they identified etc

… then cross checking with some of the top recommended resources on the subject

… having a go myself despite not being fully confident

and … always updating by finding tips like yours here ;-)

Williiam

03. Oct, 2010

I love Gary’s stuff. I started studying copy by reading Gary’s sales letters 17 times then writing them out free hand.

He really was a gem of a guy. I don’t know much about his son, so far what I have heard he could could give us all a run for our money… easily.

Martyna

23. Jan, 2011

What is said here about copywriting reminds me so much of painting a picture: you first look at the still life you want to paint, you feel the atmosphere, and absorb the light, look at it from all possible angels, and when you are ready, you just dive in. It absorbs you completely, the conversation has just begun. creativity is the natural consequence.
Looking forward to learning more!

Josh

09. Apr, 2011

Great letter, this has really helped me a lot. I love the way you put it also.

Good Job!

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