Tag: The Boron Letters

Copywriting

Make sure the reader doesn’t notice your style of writing…

Chris Labs

Interested in writing in bold, in CAPS or in italic ? Think twice. If the reader noticed your way of writing, you did a bad job. And, did you notice up there that when I mentioned my bandanna, I said “it’s the blueone” in parenthesis? Did you wonder why I wrote it like that? I bet you didn’t. I hope not.I hope not because if you did notice, then you were noticing my writing style instead ofmy message. -The Boron Letters, Chapter 23 Continue reading Make sure the reader doesn’t notice your style of writing…

Copywriting

Looking for inspiration? Pay attention to ads you see over and over.

Chris Labs

Now one thing I haven’t mentioned so far is that you want to be on the lookout for ads and direct mail pieces that you see over and over. What this means is whomever is running the ad has hit a nerve. And, a good way for you to make money is for you to hit that same nerve only do it better. But, and I know I’m being redundant, the most important thing to do first is to locate those hot buttons. You don’t have to guess. You don’t have to wonder. You don’t have to ask people or … Continue reading Looking for inspiration? Pay attention to ads you see over and over.

Copywriting

Be SPECIFIC in the action section of the AIDA sales letter

Chris Labs

You should pay very close attention to how I get action in my MD and DM pitches. I do this better than anybody. I am very thorough when it comes to closing a sale. Here’s a little example of how I do it. “Would you like to get in on this great investment opportunity? Would you like to be one of the privileged few who actually own a piece of the finest beach in Maui. If so, it’s easy to order. All you have to do is fill out the order coupon and send it to me with your payment, … Continue reading Be SPECIFIC in the action section of the AIDA sales letter

Copywriting

Use simple common everyday words & smooth transition words.

Chris Labs

Use “get” instead of “procure”. Write short sentences and short paragraphs. Use “transition” words and phrases to make your writing flow smoothly. Do you notice how I use transition words and phrases such as the following: Well, as a matter of fact, I first blah… Now, naturally, we don’t want to blah, blah… And, of course, here is what she said blah, blah, blah… And so on. God I love to write “And so on“. Kurt Vonnegut uses it quite often and he’s one of the best writers I’ve read. To keep the flow going: Onward. -The Boron Letters, Chapter … Continue reading Use simple common everyday words & smooth transition words.

Copywriting

Paint a very detailed, very inviting picture. Feed their imagination with “word-pictures”

Chris Labs

It will help your reader vicariously experience the wonderful benefits of owning your product or service. Like this: “And, just wait till you step into that warm inviting jacuzzi that comes with every apartment. Man oh man! The feel of that soothing bubbling water against your bare skin is just plain heaven.” “You’ve heard of the expression about how you won’t believe your eyes? Well, this one time you won’t believe your eyes. No kidding. The delightful aroma of these charcoal broiled steaks will remind you how good it feels to be genuinely hungry” “Wow! When I first felt her … Continue reading Paint a very detailed, very inviting picture. Feed their imagination with “word-pictures”

Copywriting

Always read your copy outloud

Chris Labs

What happens when you read your copy out loud is that you will verbally stumble over all the places that are not smooth. Then, of course, what you do is rewrite the rough spots and read the copy out loud again. And, what you do, is you keep repeating this process till your copy is completely smooth and you can read it without stumbling at all. You see, advertising writing needs to be the best writing of all. It needs to flow from start to finish without a bump or a bubble. -The Boron Letters, Chapter 22, Gary Halbert Continue reading Always read your copy outloud

Copywriting

Grab attention without cheating

Chris Labs

Dear Mr. Tiberion, I am attaching a plastic baggie to the top of this letter for two important reasons: First of all, what I have to say to you is very serious and I needed some way to be sure to get your attention. And secondly, what is inside that baggie could very well be your passport to complete financial independence! Why is this? The answer is simple: You see, what is inside that baggie is a very tiny amount of what is the most valuable thing on earth. I’m talking about real estate and, in this case, Hawaiian Real … Continue reading Grab attention without cheating