If you want to become a great copywriter, you have to learn from the greatest copywriters in the world.

Gary Halbert is without a doubt one of the best copywriters of all time.

Over the last 4 years, I’ve learned tons of copywriting secrets from the prince of print that have resulted in thousands of dollars.

His book, The Boron Letters, was the FIRST copywriting book I’ve ever read.

It’s a big reason why I got into copywriting in the first place.

To this day, I still study Gary Halbert’s ads and read his newsletters.

I recommend you do the same.

Because studying Gary’s work will quickly turn any confused, struggling copywriter into a money-making machine.

That is what this post is designed to do…

I’m going to reveal the top 10 lessons I’ve learned from studying Gary Halbert. These action-packed lessons will expand your mind and help you write better copy TODAY… if you apply them.
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If you don’t know who Gary Halbert is, you are at a SERIOUS DISADVANTAGE to other copywriters.

Gary Halbert is probably the most famous and successful copywriter who’s ever lived.

He’s revolutionized the copywriting industry and has birthed thousands of successful copywriters and entrepreneurs through his teachings.

Halbert began his career in the 60s as a direct response copywriter. He specialized in direct response advertising.

He has sold billions worth of products through his ads.

Including, The Coat of Arms Letter, which is the most mailed piece of advertising in US HISTORY.

Gary has a loooooong success record filled with blockbuster ads, world-famous clients and countless successful business ventures.


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In The Boron Letters, Gary wrote about the importance of providing your readers with “eye relief.”

You want your copy to look inviting and make it as easy as possible to read your message.

If you do not provide eye relief for your readers (hard to read), they will avoid reading your copy.

6 ways to provide your readers with “eye relief”:

One of the main reasons why I’ve never experienced writer’s block in my 4+ years of writing copy is because of what Gary Halbert said in The Boron Letters.

There is NO such thing as writer’s block.

It’s not real.

The cure to this imaginary “disease” is to write.

Whenever you sit down to write, WRITE.

Write whatever comes to mind.

Do not edit.

Write fast and you’ll quickly pick up momentum. Only edit after you’ve finished your 1st draft.

This is also the secret to becoming a better copywriter.

Write lots of copy, every single day.

Gary Halbert was a master storyteller.

When you study his ads, you’ll notice that 80% of them start with (and are based around) an exciting story.

Whenever studying Gary’s work, look for stories.

Analyze how he grabs your attention and keeps you glued through the fascinating stories he tells and how he effortlessly ties in his product or service at the end.

In Gary Halbert’s magnificent interview with Michael Fortin, he was asked about the power of storytelling to sell products.

Gary replied with a wild and engaging story that made me want to buy the imaginary product he used as an example to demonstrate the power of storytelling.

Listen to this interview and study how he tells this story. It’s black magic at work.
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This is one of Gary’s most famous lessons.

You see, Gary mostly wrote direct mail ads.

He came up with a genius way to get his mail delivered and read by more customers.

How?

He broke down the process that people go through when they open and read mail.

He figured out that most people open their mail next to a trash bin.

And they sort their mail into 2 piles.

B-pile: blatant advertisements that get tossed in the trash.

A-pile: personal-looking letters that get saved for later.

Gary boosted his response rates and made a king’s fortune by writing sales letters that looked personal (from the outside cover to the words written inside)

He also wrote in a very conversational tone. How a relative or close friend would write.

You can use this concept to improve your response rate on ANY platform (social media, Google, YouTube, etc.)

How?

Put yourself in your reader’s shoes.

Break down the exact process your readers go through on whatever platform you’re writing for.

Do so by consuming content on this media.

As you do…

Ask yourself:

What grabs your attention?

What kind of content gets you to stop scrolling and read more?

What makes you instantly ignore posts and scroll right past them?

Did any content entice you to click a link? If so, why?

Break down this process. Figure out what type of content gets people to stop scrolling, read and click on, then… model your writing off this.