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The Boron Letters
Series of letters written by copywriting legend Gary C. Halbert explaining the secrets to effect marketing.
146 pages, Kindle Edition
First published February 27, 2013
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Displaying 1 - 30 of 159 reviews
April 18, 2017
Good marketing primer that doles out marketing advice as well as some pretty decent life advice.
Two nitpicks on this book:
(1) It's dated. Halbert was a whiz in direct mail marketing, and the writing shows its age. His son, also in the copywriting biz, does his best to update it for the digital age but the book should be read as foundational rather than a source of the latest and greatest tips.
(2) Every few pages has a cross-sell of some other Halbert product on their website. The book could have easily been longer (almost disappointingly short), and I would have loved to see some of the website content make it into the book.
Two nitpicks on this book:
(1) It's dated. Halbert was a whiz in direct mail marketing, and the writing shows its age. His son, also in the copywriting biz, does his best to update it for the digital age but the book should be read as foundational rather than a source of the latest and greatest tips.
(2) Every few pages has a cross-sell of some other Halbert product on their website. The book could have easily been longer (almost disappointingly short), and I would have loved to see some of the website content make it into the book.
December 27, 2013
Great copywriting/selling is hardly about the writing. It is way more about the preparation that goes into writing.
- Choosing a list.
- Deciding an offer.
- Picking a great product to sell.
- Researching what a list/market wants.
This is true no matter what the medium is - a 70s newspaper or a present day smartphone screen.
- Choosing a list.
- Deciding an offer.
- Picking a great product to sell.
- Researching what a list/market wants.
This is true no matter what the medium is - a 70s newspaper or a present day smartphone screen.
March 17, 2017
A surprising amount of just 'life lessons' as opposed to marketing techniques. I really enjoy how personal these letters are and I found them very entertaining to read outside of just being educational.
I wish there were more though. After the 25 letters, I really want to read the more formalized book he mentions he wanted to write. Does anyone know if he did write anything like the book he discusses wanting to do?
One of my favourite take-aways from this book written by a father to his son, is he says he tries to act they way he would want his son to act in that situation. I think that's a very sensible way to judge your own behaviour.
I wish there were more though. After the 25 letters, I really want to read the more formalized book he mentions he wanted to write. Does anyone know if he did write anything like the book he discusses wanting to do?
One of my favourite take-aways from this book written by a father to his son, is he says he tries to act they way he would want his son to act in that situation. I think that's a very sensible way to judge your own behaviour.
May 2, 2016
Laborious reading and so dated...
We read this in our Book club and although there were a few good points in the book, all-in-all I would not recommend it to others as a good read. If you are a marketing type and want some of his insights then certainly a book worth some of your time, but not for the average gal/guy out there to invest your time with!
We read this in our Book club and although there were a few good points in the book, all-in-all I would not recommend it to others as a good read. If you are a marketing type and want some of his insights then certainly a book worth some of your time, but not for the average gal/guy out there to invest your time with!
August 8, 2021
I really don't know what it is about the incredibly dated information, the frequent interruptions in the flow from cross-ads about the blog, and the cross-commentary but I could not get through this surprisingly short read. Also this really strange health advice about fasting and how many quarters of a grapefruit to eat.
I understand I'm in the minority here and maybe if I persisted, I would have come across some psychological gems. But I have a finite life, and an even more finite patience. This book is not for me. Oh, and apparently all of this is available for free on a blog anyway so why in the world would you need this book?
I understand I'm in the minority here and maybe if I persisted, I would have come across some psychological gems. But I have a finite life, and an even more finite patience. This book is not for me. Oh, and apparently all of this is available for free on a blog anyway so why in the world would you need this book?
January 21, 2021
Best book on copywriting so far. 🔥
November 3, 2017
Written by 'history's greatest copywriter' Gary Halbert, this book is a collection of letters from a father to his adolescent son. In these letters, Halbert teaches his 16-year old the importance of 'road-work', a strong work ethic and the inside secrets of great advertising.
There are some gems in these letters and the fatherly conversational tone makes them all the more endearing. I especially loved some of the ideas on how to grab and hold attention in direct mailers.
While the book is a bit dated and covers some ideas that are no longer applicable, the ideas on finding markets and creating products to cater to them are more relevant today than in 1984 when these letters were written.
Overall a quick read, but plenty to take away.
There are some gems in these letters and the fatherly conversational tone makes them all the more endearing. I especially loved some of the ideas on how to grab and hold attention in direct mailers.
While the book is a bit dated and covers some ideas that are no longer applicable, the ideas on finding markets and creating products to cater to them are more relevant today than in 1984 when these letters were written.
Overall a quick read, but plenty to take away.
January 8, 2023
This is the best copywriting book ever and the only one you’ll need to be good at making good copy. But to see how good it is you have to read several others, practice and go back to this one to remind and understand WHY it’s so good. Halberts can teach you how to write a good piece of copy again and again. Both: Gary and Bond. Def one of my favorites. Because how it’s structured it is better to catch upon a physical copy too instead of kindle version. Especially when you deal with email marketing a lot. You’ll understand why one day for sure. I’ll re-read it couple of times this and following year.
December 7, 2023
Boron Letters is FILLED with nuggets of wisdom for email marketing, sales copy, and life. Not everything translates to the modern world, but much of it does.
It was interesting to read because it is all letters written from prison, and I felt like that kept my attention much better than a lot of dry marketing books.
This seems to be recommended by every business bro on Twitter and while I am certainly more inclined to run my business with a bit more femininity, this did tap into the masculine side of my business and gave me lots of inspiration ♥️
It was interesting to read because it is all letters written from prison, and I felt like that kept my attention much better than a lot of dry marketing books.
This seems to be recommended by every business bro on Twitter and while I am certainly more inclined to run my business with a bit more femininity, this did tap into the masculine side of my business and gave me lots of inspiration ♥️
July 20, 2021
I had never read a book in this format: A father sets to transmit every valuable he has to his son. So, although this book is famous among copywriters, there a good bit of "self-development" advice at the 5 first and the 5 last letters. Probably best to read these quickly. This father-to-son format makes it personal and so easy to read. You can feel the words are flowing naturally.
The 15 letters in the middle (out of a total of 25 letters) are gold of copywriting. Things would expect, and things you really wouldn't ! Valuable advice, condensed in a small book. Warmly to those wanting to improve the impact of their writing.
The 15 letters in the middle (out of a total of 25 letters) are gold of copywriting. Things would expect, and things you really wouldn't ! Valuable advice, condensed in a small book. Warmly to those wanting to improve the impact of their writing.
April 10, 2024
outdated due to direct mail content but some good lessons!
Needed a read for some work inspo and took a couple fun ideas away from it. Recommended by The Marketing Millenials
Needed a read for some work inspo and took a couple fun ideas away from it. Recommended by The Marketing Millenials
July 10, 2020
I love those kind of "Reflexions" a father may give his son, or we may give to our younger self. It's like gathering all the experience we had, and reflect on them, and give a summary of the most important things, of what matters.
Those kind of writing are powerful, because they help us to focus on what matters, and not to get drifted in a wrong path for too long.
Our time is precious, and this helps us to make a better use of our precious time.
What I liked about it:
- The tone of the letters is close to the reader. A one-o-one conversation.
- He gives the best advice he can give according to his experience (Exercice, Fasting, Diet...)
- He really cares about his craft. About his "clients", the reader of his ads. He's creative, he think all day about new ways to improve and test his ideas.
- Nice to read, with space, small paragraphs and easy words.
What I didn't like that much:
- After the first few letters, all the focus is on copywriting. I wish there was more "general life" wisdom inside.
- After the first few letters, we don't get the feedback from the son as used to have.
- It's a bit outdated, even if most of it is still relevant.
- The overall is a bit manipulative, for the sake of being rich.
Some ideas and quotes from the book:
- Don't rely on others.
- Don't tell your plan about making money. What you'll mostly get is negativity, because they relate your attempt with their own failures or lack of courage in making their own money.
- Rely On Your Own Strength Instead Of Somebody Else's Compassion
- Defensive behavior invites aggressive action
- when you "get tough" not only does your appearance change; your "signals" change.
- We all have people in our lives we are stuck dealing with. screw that.
- A support system is like a garden and you always need to be on the lookout for weeds to pull.
- money, is most often a by product of enthusiasm.
- when you need to hire someone. Always look for the most enthusiastic person, not necessarily the most qualified.
- When it comes to making money, attitude is the most important thing of all.
- The very first thing you must come to realize is that you must become a "student of markets".
- the first and the most important thing you must learn is what people want to buy.
- to constantly be on the look out for groups of people starving for some particular product or service.
- Sell People What They Want To Buy
- if you halt every time you get a little tired or irritable; then you are suffering from a lack of discipline. On the other hand, if you keep pushing when you are chronically tired, then you are a fool.
- When things are tough, just keep moving in some sort of positive direction.
- Getting attention is crucial
- Lead him by the hand and take him exactly where you want him to go.
- when you actually write out a good ad in your own handwriting, the words and the flow becomes a part of you.
- a good writer is one who makes things perfectly clear. He makes it easy for the reader.
- I believe our decision is made up in the first fraction of a second that we see something new.
- read your copy out loud and correct until it is completely smooth
- A guy with a new product cannot always find a hot market, but a guy who has uncovered a hot market can always find a product to fill the needs of that market.
- It doesn't matter how much you learn if you don't use what you learn
- difference between people who make it in any field and those who do not: Awareness
- Most people walk around with their heads in the sand. They are lost in a fog.
- Prison is a microcosm of society and weak fish are gobbled up fast. What you must be here is alert.
- you never know when opportunity will knock and, if you are smart, you must be ready.
- Most people who are on top of things and "aware" usually know what time it is within a few minutes
- He did divide his $1,000.00 contribution into 1,000 - one dollar bills and then mail these bills to 1,000 different people.
- Don't forget HALT. Hungry. Angry. Lonely. Tired.
- when I am off, I drop out of sight and do what is necessary to strengthen myself.
- People can smell it when you are weak. When you are vulnerable. They can smell success too.
- One of the things I have learned here is how precious the good times and the good people are.
Those kind of writing are powerful, because they help us to focus on what matters, and not to get drifted in a wrong path for too long.
Our time is precious, and this helps us to make a better use of our precious time.
What I liked about it:
- The tone of the letters is close to the reader. A one-o-one conversation.
- He gives the best advice he can give according to his experience (Exercice, Fasting, Diet...)
- He really cares about his craft. About his "clients", the reader of his ads. He's creative, he think all day about new ways to improve and test his ideas.
- Nice to read, with space, small paragraphs and easy words.
What I didn't like that much:
- After the first few letters, all the focus is on copywriting. I wish there was more "general life" wisdom inside.
- After the first few letters, we don't get the feedback from the son as used to have.
- It's a bit outdated, even if most of it is still relevant.
- The overall is a bit manipulative, for the sake of being rich.
Some ideas and quotes from the book:
- Don't rely on others.
- Don't tell your plan about making money. What you'll mostly get is negativity, because they relate your attempt with their own failures or lack of courage in making their own money.
- Rely On Your Own Strength Instead Of Somebody Else's Compassion
- Defensive behavior invites aggressive action
- when you "get tough" not only does your appearance change; your "signals" change.
- We all have people in our lives we are stuck dealing with. screw that.
- A support system is like a garden and you always need to be on the lookout for weeds to pull.
- money, is most often a by product of enthusiasm.
- when you need to hire someone. Always look for the most enthusiastic person, not necessarily the most qualified.
- When it comes to making money, attitude is the most important thing of all.
- The very first thing you must come to realize is that you must become a "student of markets".
- the first and the most important thing you must learn is what people want to buy.
- to constantly be on the look out for groups of people starving for some particular product or service.
- Sell People What They Want To Buy
- if you halt every time you get a little tired or irritable; then you are suffering from a lack of discipline. On the other hand, if you keep pushing when you are chronically tired, then you are a fool.
- When things are tough, just keep moving in some sort of positive direction.
- Getting attention is crucial
- Lead him by the hand and take him exactly where you want him to go.
- when you actually write out a good ad in your own handwriting, the words and the flow becomes a part of you.
- a good writer is one who makes things perfectly clear. He makes it easy for the reader.
- I believe our decision is made up in the first fraction of a second that we see something new.
- read your copy out loud and correct until it is completely smooth
- A guy with a new product cannot always find a hot market, but a guy who has uncovered a hot market can always find a product to fill the needs of that market.
- It doesn't matter how much you learn if you don't use what you learn
- difference between people who make it in any field and those who do not: Awareness
- Most people walk around with their heads in the sand. They are lost in a fog.
- Prison is a microcosm of society and weak fish are gobbled up fast. What you must be here is alert.
- you never know when opportunity will knock and, if you are smart, you must be ready.
- Most people who are on top of things and "aware" usually know what time it is within a few minutes
- He did divide his $1,000.00 contribution into 1,000 - one dollar bills and then mail these bills to 1,000 different people.
- Don't forget HALT. Hungry. Angry. Lonely. Tired.
- when I am off, I drop out of sight and do what is necessary to strengthen myself.
- People can smell it when you are weak. When you are vulnerable. They can smell success too.
- One of the things I have learned here is how precious the good times and the good people are.
July 2, 2014
I read the Boron letters on my trip to Vegas for a CXO event. It happened to fall on Halbert's birthday. I didn't know that until after I was reading the book.
I also just finished reading Vonnegut's Slaughterhouse-Five. Halbert mentions that Vonnegut has some of the clearest writing, and that Breakfast of Champions is worth reading. I didn't like that book, but maybe I should reread it.
Anyway, I really enjoyed The Boron Letters. I've always loved Halbert's writing style. The book focuses on some of the most important rules and lessons he's learned in life. The book is a collection of letters to Bond, his son, explaining these lessons and their importance.
Once the book gets goings (after the first 2-3 letters), it really becomes a step-by-step "course" on how to create direct mail campaigns that work. Even though direct mail isn't as popular these days, it can still be quite profitable. Anybody who wants to use direct mail should read this book before they send anything.
I also just finished reading Vonnegut's Slaughterhouse-Five. Halbert mentions that Vonnegut has some of the clearest writing, and that Breakfast of Champions is worth reading. I didn't like that book, but maybe I should reread it.
Anyway, I really enjoyed The Boron Letters. I've always loved Halbert's writing style. The book focuses on some of the most important rules and lessons he's learned in life. The book is a collection of letters to Bond, his son, explaining these lessons and their importance.
Once the book gets goings (after the first 2-3 letters), it really becomes a step-by-step "course" on how to create direct mail campaigns that work. Even though direct mail isn't as popular these days, it can still be quite profitable. Anybody who wants to use direct mail should read this book before they send anything.
June 27, 2015
There were a few good nuggets in here. Mostly came off as sale-sy and contrived. I suppose it made more sense in its own time. With the internet, our exposure to sales writing (in emails) has shot up. As a consequence, we instantly recognising when something is sale-sy. That said, the principles seem sound and with a little recontextualising I think will prove helpful. The gist of the book was to focus on helping people rather than selling them stuff. Make the benefits of your offer vivid and clear. Keep your copy short and simple. Make the call-to-action obvious. Focus on finding needs not creating products. All good advice.
January 5, 2017
These letters to Bond were an excellent base to build off of for entering into the field of copywriting. They were personal, humorous, and insightful. While they may seem a bit outdated, the principles within can be carried over into the digital age with just a little bit of ingenuity. The subject line is the new envelope, the link title is the new bag of soil, etc. I look forward to reading the other titles he recommended.
January 23, 2015
I had no idea where this book will lead me. It was supposed to be about direct marketing and mail oder business but it was way more than that. I love Gary's style of telling stories and getting really emotional when he feels like it. Even if it sometimes it has nothing to do with the point he is making. I'm re-reading it again now. Why wait?
February 18, 2021
Incredible book . From an
incredible man
While in prison. The world's greatest
Copywriter laid down his life wisdom for
His favorite son.
A must read for any entrepreneur and copywriter . As well for anyone who
Wants to improve his life quality.
incredible man
While in prison. The world's greatest
Copywriter laid down his life wisdom for
His favorite son.
A must read for any entrepreneur and copywriter . As well for anyone who
Wants to improve his life quality.
July 25, 2015
very gud book on copywriting and such
November 19, 2015
Enjoyable letters from father to son with candid revelations, advice for personal improvement, and interesting sales tricks.
November 9, 2018
A positive addiction is simply being addicted to something that improves the quality of your life.
A negative addiction is being addicted to something that lowers the quality of your life.
HOW YOU FEEL AFFECTS HOW YOU THINK!
Try everything multiple times.
Go over your plans again and again daily as they will become more and more clear.
The money is where the enthusiasm is. When hiring someone always look for the most enthusiastic one, not necessarily the most qualified.
Be a student of the markets and learn to find out what people want to buy.
Look for the starving crowd!
Narrow your pool.
Ex: Look to mail directly to wealthy people who have purchased similar products, have done so repeatedly and paid big money for it and did it recently and are satisfied customers. (Use brokers lists of ones that are working like crazy!)
SELL PEOPLE WHAT THEY WANT TO BUY!
Customize your offer to their trade!
Whatever idea your going to create a report for, read 3-4 and take notes.
USE THOSE BEST IDEAS AND OVERLAY YOUR IDEAS ON TOP TO CREATE A REPORT.
THE GOAL IS TO STRIP OUT CRAP AND CREATE A TIGHT AND INFORMATIVE ROAD MAP!
Keep a POWER LIST of words that move people! Look at CURRENT TABLOIDS that pull you in to build your list.
Ex: Crisis (instead of problem).
Assemble a file to guide your copywriting as follows:
A copy of the report you are going to sell.
Competitor mailers of related services.
Copies of ads that have been used to pull from.
Notes from books and reports on topic.
Other headlines to look at that sell.
AIDA: Attention (gimmick like a baggie of dirt and string headline)! Interest (give facts such how much money was made last year investing)! Desire (describe the benefits they'll have. Must always paint the picture of the obvious for them)! Action (be very specific and clear of what they must do RIGHT NOW! TODAY!)! Tell them that if they hurry what they will get and if they delay it what they will lose.
Take the best ads and rewrite them in your own writing. This engrains it into your subconscious.
Use everyday language such as "naturally, of course, etc."
Ask questions and answer them "how do you get the benefits? The answer is simple. All we have to do is..."
Www.halbertizing.com
Edit down and keep cutting until if you'd cut anymore you'd lose the customer.
Break up into SMALL paragraphs and use "quotes" to hone in.
ADS SHOULD LOOK LIKE A RAVE REVIEW WRITTEN BY A REPORTER!
You can sell better when at first it does not appear you are attempting to do a sales job.
Offer 3 price points:
Cheapo option which has what you need.
Deluxe midrange with some bells and whistles.
Supreme package with prestige service.
You must ALWAYS FIND A MARKET FIRST AND THEN CREATE/FIND A PRODUCT!
Must have believability and be specific.
Attach something to the top of the letter to get attention!
A negative addiction is being addicted to something that lowers the quality of your life.
HOW YOU FEEL AFFECTS HOW YOU THINK!
Try everything multiple times.
Go over your plans again and again daily as they will become more and more clear.
The money is where the enthusiasm is. When hiring someone always look for the most enthusiastic one, not necessarily the most qualified.
Be a student of the markets and learn to find out what people want to buy.
Look for the starving crowd!
Narrow your pool.
Ex: Look to mail directly to wealthy people who have purchased similar products, have done so repeatedly and paid big money for it and did it recently and are satisfied customers. (Use brokers lists of ones that are working like crazy!)
SELL PEOPLE WHAT THEY WANT TO BUY!
Customize your offer to their trade!
Whatever idea your going to create a report for, read 3-4 and take notes.
USE THOSE BEST IDEAS AND OVERLAY YOUR IDEAS ON TOP TO CREATE A REPORT.
THE GOAL IS TO STRIP OUT CRAP AND CREATE A TIGHT AND INFORMATIVE ROAD MAP!
Keep a POWER LIST of words that move people! Look at CURRENT TABLOIDS that pull you in to build your list.
Ex: Crisis (instead of problem).
Assemble a file to guide your copywriting as follows:
A copy of the report you are going to sell.
Competitor mailers of related services.
Copies of ads that have been used to pull from.
Notes from books and reports on topic.
Other headlines to look at that sell.
AIDA: Attention (gimmick like a baggie of dirt and string headline)! Interest (give facts such how much money was made last year investing)! Desire (describe the benefits they'll have. Must always paint the picture of the obvious for them)! Action (be very specific and clear of what they must do RIGHT NOW! TODAY!)! Tell them that if they hurry what they will get and if they delay it what they will lose.
Take the best ads and rewrite them in your own writing. This engrains it into your subconscious.
Use everyday language such as "naturally, of course, etc."
Ask questions and answer them "how do you get the benefits? The answer is simple. All we have to do is..."
Www.halbertizing.com
Edit down and keep cutting until if you'd cut anymore you'd lose the customer.
Break up into SMALL paragraphs and use "quotes" to hone in.
ADS SHOULD LOOK LIKE A RAVE REVIEW WRITTEN BY A REPORTER!
You can sell better when at first it does not appear you are attempting to do a sales job.
Offer 3 price points:
Cheapo option which has what you need.
Deluxe midrange with some bells and whistles.
Supreme package with prestige service.
You must ALWAYS FIND A MARKET FIRST AND THEN CREATE/FIND A PRODUCT!
Must have believability and be specific.
Attach something to the top of the letter to get attention!
June 26, 2022
The writing in this book was originally letters, a father in prison sent to his son, who was about 15 at the time. I expected a hard-core conventional advertising (now-a-days) book but it was different. More on that later. I loved the start of this book which included life lessons: lesson of having a one hour road walk every day to keep yourself healthy, having a good diet of fruits, and developing a strong skin against people who make fun of you and your work. He also stressed on the importance of becoming independent and not blaming others when left behind. Advice on having strong arms is also given and I adored reading it. It felt like my own father was writing me life advice. Really.
Other than the life lessons (which I found really helpful) you will not find advice on television advertising (or video advertisements in general) which is something that I was expecting (a mistake on my end?). It is an advertising book but not about conventional advertising (print and television advertisements) that you would expect. It is the direct mail advertising blokes that this book is catering to. On a side note this book is made for business owners rather than advertising agencies (who advertise on behalf of their clients).
Coming back to direct mail advertising. I didn't like the author's approach on making bucks from direct mailing. It seemed like the same approach that "get fucking rich overnight scammers" use. Create a mediocre product, market it to digital email lists (rather than the physical mail as discussed in the book) and you are rich; the formula of digital-age scammers. And then you work on another product and then another and then another. I mean I just don't like the idea of one-time products that you promote and then in the next month you just leave the product (you created) behind and move on to creating another product that you will leave behind after a big promotion season for a month or so.
I admire the way he does the direct mail advertising (he gives advice on the whole process of sending direct mail to potential customers in a way that they open the letters and go through your whole mail and respond back to you) but the way he was telling his son to create products to be sold by direct mail was a total turn off. Products on topics like real estate (the one example he used) should only be created by a practicing real estate guy who actually knows his stuff (rather than an amateur guy in the field who writes a report on real estate by reading a few books on the stated topic).
If I were to read this book again, I would do it for the life advice in the initial chapters of the book. I am quite satisfied that I read this book once and for all.
Other than the life lessons (which I found really helpful) you will not find advice on television advertising (or video advertisements in general) which is something that I was expecting (a mistake on my end?). It is an advertising book but not about conventional advertising (print and television advertisements) that you would expect. It is the direct mail advertising blokes that this book is catering to. On a side note this book is made for business owners rather than advertising agencies (who advertise on behalf of their clients).
Coming back to direct mail advertising. I didn't like the author's approach on making bucks from direct mailing. It seemed like the same approach that "get fucking rich overnight scammers" use. Create a mediocre product, market it to digital email lists (rather than the physical mail as discussed in the book) and you are rich; the formula of digital-age scammers. And then you work on another product and then another and then another. I mean I just don't like the idea of one-time products that you promote and then in the next month you just leave the product (you created) behind and move on to creating another product that you will leave behind after a big promotion season for a month or so.
I admire the way he does the direct mail advertising (he gives advice on the whole process of sending direct mail to potential customers in a way that they open the letters and go through your whole mail and respond back to you) but the way he was telling his son to create products to be sold by direct mail was a total turn off. Products on topics like real estate (the one example he used) should only be created by a practicing real estate guy who actually knows his stuff (rather than an amateur guy in the field who writes a report on real estate by reading a few books on the stated topic).
If I were to read this book again, I would do it for the life advice in the initial chapters of the book. I am quite satisfied that I read this book once and for all.
September 1, 2022
This book is a must-read for marketers and copywriters.
Flow: 5/5
Actionability: 5/5
Mindset: 4/5
Some of My Highlights:
"How You Feel Affects How You Think"
"This is why writers need a strict routine which gives them the best possible chance to be in a pretty good mood for work."
"Try Things At Least Twice"
"As people get older, they start to decide whether they like stuff based on their first experience."
"You see, if you keep up your road work and eat all the foods you should eat every day, you won't have much room (or much inclination) to load yourself up with junk."
"Here is something to remember: DEFENSIVE BEHAVIOR INVITES AGGRESSIVE ACTION."
"You can see how nothing stood in the way of what Gary felt was important to his life and to sticking to his routine. He really did prioritize well and had insane focus."
"Carry yourself with confidence (not arrogance) in everything you do and people will respond in a good way."
"When it comes to making money, attitude is the most important thing of all."
"...the first and the most important thing you must learn is what people want to buy."
"And, if you want to be a top notch marketing man, you have to know how it is. How it really is. Not how people (or you) wish it was or how they think it is. No. You must become a 'student of reality.'"
"Having something to upsell customers will always beat trying to make your website look fresh and upgrading to 3d buy buttons."
"Recency - The more recently a person has purchased (by mail) something similar to what you are selling, the more receptive he will be to your offer. Get 'em while they're hot!"
"The lesson here concerns control. Can you imagine how disastrous it would be if a patient could tell his surgeon how to do the operation?"
"It's basically a mental block people have to being able to hand over money unless they see an immediate payoff."
"We often try to convince others and ourselves that we are something we are not, something we have an idea we 'should' be."
"Instead, believe in numbers. For example, if everybody you talk with says they like plays more than movies, and yet the numbers say that 10,000 times more people buy movie tickets, then you believe the numbers!"
Flow: 5/5
Actionability: 5/5
Mindset: 4/5
Some of My Highlights:
"How You Feel Affects How You Think"
"This is why writers need a strict routine which gives them the best possible chance to be in a pretty good mood for work."
"Try Things At Least Twice"
"As people get older, they start to decide whether they like stuff based on their first experience."
"You see, if you keep up your road work and eat all the foods you should eat every day, you won't have much room (or much inclination) to load yourself up with junk."
"Here is something to remember: DEFENSIVE BEHAVIOR INVITES AGGRESSIVE ACTION."
"You can see how nothing stood in the way of what Gary felt was important to his life and to sticking to his routine. He really did prioritize well and had insane focus."
"Carry yourself with confidence (not arrogance) in everything you do and people will respond in a good way."
"When it comes to making money, attitude is the most important thing of all."
"...the first and the most important thing you must learn is what people want to buy."
"And, if you want to be a top notch marketing man, you have to know how it is. How it really is. Not how people (or you) wish it was or how they think it is. No. You must become a 'student of reality.'"
"Having something to upsell customers will always beat trying to make your website look fresh and upgrading to 3d buy buttons."
"Recency - The more recently a person has purchased (by mail) something similar to what you are selling, the more receptive he will be to your offer. Get 'em while they're hot!"
"The lesson here concerns control. Can you imagine how disastrous it would be if a patient could tell his surgeon how to do the operation?"
"It's basically a mental block people have to being able to hand over money unless they see an immediate payoff."
"We often try to convince others and ourselves that we are something we are not, something we have an idea we 'should' be."
"Instead, believe in numbers. For example, if everybody you talk with says they like plays more than movies, and yet the numbers say that 10,000 times more people buy movie tickets, then you believe the numbers!"
May 4, 2019
This should be required reading for every kid in high school, though it's also great for anyone who wants to get into business, no matter the education level.
TBL has some of the best advice you'll ever find about copywriting, direct marketing, and direct selling. Fun fact: Direct mail gets a better response rate even today than email and other online promotional marketing methods, which makes this book as valuable today as the day it was written. Halbert's techniques can certainly be adapted to the digital age. This book will show you how the wealthy think in terms of finding a market to service, and then finding the best way to exploit that market. For direct marketing, it comes down to finding the right mailing list, and then doing your homework to put together the right offer for that list. Not as simple as it sounds, but quite effective when done even half-right.
I've been reading up on books about direct marketing and copywriting, and I kept seeing this title pop up whenever I looked on forums or copywriting blogs. Gary Halbert was a direct mail whiz in the 80s through 90s, and in this book he distills most of his secrets. Seriously, you won't find much of him online or on YouTube (he died in 2007), so TBL is the best place to start. Can this book make you rich? Yes, if you seriously study it and apply the techniques. What I loved most about this book is that it is filled with all sorts of actionable, concrete advice for how to market a product, as opposed to the feel-good nonsense you tend to get from the useless motivational get-rich-quick gurus that are everywhere.
A valuable foundational book for understanding marketing, direct mail, and copywriting. Halbert's writing style is also very warm, enthusiastic. Definitely a master and one to emulate.
TBL has some of the best advice you'll ever find about copywriting, direct marketing, and direct selling. Fun fact: Direct mail gets a better response rate even today than email and other online promotional marketing methods, which makes this book as valuable today as the day it was written. Halbert's techniques can certainly be adapted to the digital age. This book will show you how the wealthy think in terms of finding a market to service, and then finding the best way to exploit that market. For direct marketing, it comes down to finding the right mailing list, and then doing your homework to put together the right offer for that list. Not as simple as it sounds, but quite effective when done even half-right.
I've been reading up on books about direct marketing and copywriting, and I kept seeing this title pop up whenever I looked on forums or copywriting blogs. Gary Halbert was a direct mail whiz in the 80s through 90s, and in this book he distills most of his secrets. Seriously, you won't find much of him online or on YouTube (he died in 2007), so TBL is the best place to start. Can this book make you rich? Yes, if you seriously study it and apply the techniques. What I loved most about this book is that it is filled with all sorts of actionable, concrete advice for how to market a product, as opposed to the feel-good nonsense you tend to get from the useless motivational get-rich-quick gurus that are everywhere.
A valuable foundational book for understanding marketing, direct mail, and copywriting. Halbert's writing style is also very warm, enthusiastic. Definitely a master and one to emulate.
December 5, 2020
While dated, it gives some 'timeless' marketing advice that is still relevant today.
It's made up of 25 letters that Gary Halbert wrote to his son, whilst serving a ten-month prison sentence in Boron prison in the 1980s.
Halbert actually says in the first letter that he wants the letters to form the basis of a new book he can publish later on. That made my skin prickle a little bit, in a bad way, because I think that's a cringe thing to do. However, the letters do mostly seem warm and genuine. The very last letter also has a vignette about a dispute over ice cream. And Halbert acknowledges in the writing that he does not feel at his best. So, it comes across as honest.
What I liked most about the book was the life advice rather than learning about marketing.
Here is a quote from Bond Halbert towards the end which made me chuckle;
"Unless the Hindus are right, we all get only one go-round in life, and time is too precious to waste on people who undermine your confidence, hold petty grievances and don't add to your enjoyment of life"
I think that the fact the marketing advice is quite dated works in favour of someone who wants to learn about it. There are so many books these days that can teach X, Y and Z - but what one really wants is the best and most effective advice. The 'truth', what really works etc. And usually, the stuff that works has already been found and written in a book ages ago already. So, for the reader interested in learning marketing, what you want to do is find the stuff that still applies today.
It's made up of 25 letters that Gary Halbert wrote to his son, whilst serving a ten-month prison sentence in Boron prison in the 1980s.
Halbert actually says in the first letter that he wants the letters to form the basis of a new book he can publish later on. That made my skin prickle a little bit, in a bad way, because I think that's a cringe thing to do. However, the letters do mostly seem warm and genuine. The very last letter also has a vignette about a dispute over ice cream. And Halbert acknowledges in the writing that he does not feel at his best. So, it comes across as honest.
What I liked most about the book was the life advice rather than learning about marketing.
Here is a quote from Bond Halbert towards the end which made me chuckle;
"Unless the Hindus are right, we all get only one go-round in life, and time is too precious to waste on people who undermine your confidence, hold petty grievances and don't add to your enjoyment of life"
I think that the fact the marketing advice is quite dated works in favour of someone who wants to learn about it. There are so many books these days that can teach X, Y and Z - but what one really wants is the best and most effective advice. The 'truth', what really works etc. And usually, the stuff that works has already been found and written in a book ages ago already. So, for the reader interested in learning marketing, what you want to do is find the stuff that still applies today.
July 27, 2020
This is my second book on copywriting after Dan Kennedy's "The Ultimate Sales Letter"
Dan Kennedy's
And WOW! This book is easy to read that you won't feel flipping the pages, his style in writing is so addictive to read, because it's a conversation between a father and a son. That's why there is so much emotion.
4real this book is a tresure in the field of copywriting, becuase it's written by the best copywriter ever, and for me (as a beginner in copywriting) this book is perfect start in this field.
Not only the basics of copywriting and marketing, but also in life in general from health, fitness, relationships, and much more.
I would definitely go back to this book months later.
P.S
The Boron Letters is the second best well written book I've ever read after "One Sentence Persuasion"
This book is also has a fun conversational writing style like "The Boron Letters"
Dan Kennedy'sAnd WOW! This book is easy to read that you won't feel flipping the pages, his style in writing is so addictive to read, because it's a conversation between a father and a son. That's why there is so much emotion.
4real this book is a tresure in the field of copywriting, becuase it's written by the best copywriter ever, and for me (as a beginner in copywriting) this book is perfect start in this field.
Not only the basics of copywriting and marketing, but also in life in general from health, fitness, relationships, and much more.
I would definitely go back to this book months later.
P.S
The Boron Letters is the second best well written book I've ever read after "One Sentence Persuasion"
This book is also has a fun conversational writing style like "The Boron Letters"
April 21, 2022
This book is like a Bible of sorts for copywriters. Particularly those copywriters who sent all the annoying mailers I used to get growing up as a kid.
It’s also referenced as a seminal work for any online marketer.
I read it for a few reasons.
1) I’m reworking my website and figured I should learn from the best.
2) More importantly, these letters are part personal development advice and part writing advice.
Much of the personal development advice is common wisdom, mixed in with sort of wacky ideas. Regardless, it’s a fascinating read, and I found myself turning pages and finishing the book in a couple days.
Whether you are interested in content marketing or not, it’s worth reading this collection of letters to better understand how the best marketers in the world are marketing to you.
The nuggets of wisdom shared my also help make your life better in whatever it is you do.
Note: there’s some crass and racist language in the book, and clearly bad advice as far as I’m concerned. But I’m not reading this collection of letters as a manual for how to live, I read the book to understand one man’s perspective of what it takes to succeed in business and life.
It’s also referenced as a seminal work for any online marketer.
I read it for a few reasons.
1) I’m reworking my website and figured I should learn from the best.
2) More importantly, these letters are part personal development advice and part writing advice.
Much of the personal development advice is common wisdom, mixed in with sort of wacky ideas. Regardless, it’s a fascinating read, and I found myself turning pages and finishing the book in a couple days.
Whether you are interested in content marketing or not, it’s worth reading this collection of letters to better understand how the best marketers in the world are marketing to you.
The nuggets of wisdom shared my also help make your life better in whatever it is you do.
Note: there’s some crass and racist language in the book, and clearly bad advice as far as I’m concerned. But I’m not reading this collection of letters as a manual for how to live, I read the book to understand one man’s perspective of what it takes to succeed in business and life.
September 17, 2020
Part copywriting advice, part self help, part marketing book which takes the form of letters written from direct sales guru Halbert to his son, as he stews in a cell for postal fraud.*
As usual for self help books, most of the advice can be summarised in a couple of pages of notes. For this reason, the book did drag on a bit.
Some of the more specific advice and all of the examples are out of date, since direct mail marketing isn't a big thing these days
However, the book flows better, and is easier on the eyes, than most ebooks, testament to the Halberts' skills.
I can't vouch for the copywriting advice, not being a practitioner, but:
- the health and fitness advice is mostly good, especially considering when these were written. So maybe it follow that the other stuff is solid too.
- some of the advice lines up exactly with what other experts like Gretta van riel say (i.e. Halbert's 'study markets not products' vs gretta's 'it's market product fit guys, not the other way around')
All up, probably a good intro to copywriting. Will update later if I change my mind based on harsh reality. :)
* a guess, I haven't researched this.
As usual for self help books, most of the advice can be summarised in a couple of pages of notes. For this reason, the book did drag on a bit.
Some of the more specific advice and all of the examples are out of date, since direct mail marketing isn't a big thing these days
However, the book flows better, and is easier on the eyes, than most ebooks, testament to the Halberts' skills.
I can't vouch for the copywriting advice, not being a practitioner, but:
- the health and fitness advice is mostly good, especially considering when these were written. So maybe it follow that the other stuff is solid too.
- some of the advice lines up exactly with what other experts like Gretta van riel say (i.e. Halbert's 'study markets not products' vs gretta's 'it's market product fit guys, not the other way around')
All up, probably a good intro to copywriting. Will update later if I change my mind based on harsh reality. :)
* a guess, I haven't researched this.
July 31, 2021
A collections of letters from famed direct-mail copywriter Gary Halbert, written from prison to his son Bond.
The Boron Letters are an excellent set of marketing instructions that also to happen to give life advice (the first letters are about exercise and diet). I felt like they had a lot of decent ideas, but the real benefit of them is studying them the way that Halbert recommends that marketers study direct mail letters and ads. I didn't write these out by hand, but typed them in and studied the structure of how he worked to convince his son to start exercising, studying marketing, change his perspective on how he thinks about selling, etc. These letters are structured *very* well, with a structure that changes as the series goes on.
Unfortunately by the end of the series I was going, "So he was always going to have ended up in prison at some point." I'd take the actual advice in the letters with a grain of salt; Halbert seems very insisting on his way or the highway and never really presents any other options or perspective. They're a bit racist and sexist as well.
Recommended if you're working on your marketing skills, but take 'em with a grain of salt.
The Boron Letters are an excellent set of marketing instructions that also to happen to give life advice (the first letters are about exercise and diet). I felt like they had a lot of decent ideas, but the real benefit of them is studying them the way that Halbert recommends that marketers study direct mail letters and ads. I didn't write these out by hand, but typed them in and studied the structure of how he worked to convince his son to start exercising, studying marketing, change his perspective on how he thinks about selling, etc. These letters are structured *very* well, with a structure that changes as the series goes on.
Unfortunately by the end of the series I was going, "So he was always going to have ended up in prison at some point." I'd take the actual advice in the letters with a grain of salt; Halbert seems very insisting on his way or the highway and never really presents any other options or perspective. They're a bit racist and sexist as well.
Recommended if you're working on your marketing skills, but take 'em with a grain of salt.
July 24, 2017
I have just finished the book. That is the quickest I have ever read a book. It is a good format for a book and is easy to whizz through. As a small business owner looking to improve his copywriting, I am slightly disappointed with the description of the book and what is actually inside it. There are some wise words about copywriting and selling your ideas which are very useful.
If you want a book that outlines the steps of making money via direct mail along with general self-help advice and some tips of copywriting then this book is perfect. Sadly, the underlying feeling I get from the book the entire way through is that it is just one big sales letter for a website where more Halberts work is. At the top of every page, there is a link to it and the website is publicised numerous times.
I have huge respect for Gary Halbert but I this book didn't quite live up to my expectations.
If you want a book that outlines the steps of making money via direct mail along with general self-help advice and some tips of copywriting then this book is perfect. Sadly, the underlying feeling I get from the book the entire way through is that it is just one big sales letter for a website where more Halberts work is. At the top of every page, there is a link to it and the website is publicised numerous times.
I have huge respect for Gary Halbert but I this book didn't quite live up to my expectations.
July 26, 2023
The Boron Letters is enlightening as well as engaging. It's not exactly about copywriting, but it has plenty of nuggets for copywriters. Tips about making an instant impact, or making people believe in you, or making people connect with your writing are pure gold.
It's short, a compilation of 25 letters, in about 150 pages... and you can't stop reading it. It's a trove of practical advice and personal experiences that cut through the fluff.
The conversational tone of the letters made the content resonating. Gary wasn't only imparting his experience; he was showing his copywriting skills right through those letters. And the letters not only delivered advice on copywriting/marketing but also some life lessons.
Although the examples are dated, you can replicate much of them for use in the digital world. The Boron Letters really shows how a copywriter thinks (even in prison). The key is observing.
It's a must-read.
It's short, a compilation of 25 letters, in about 150 pages... and you can't stop reading it. It's a trove of practical advice and personal experiences that cut through the fluff.
The conversational tone of the letters made the content resonating. Gary wasn't only imparting his experience; he was showing his copywriting skills right through those letters. And the letters not only delivered advice on copywriting/marketing but also some life lessons.
Although the examples are dated, you can replicate much of them for use in the digital world. The Boron Letters really shows how a copywriter thinks (even in prison). The key is observing.
It's a must-read.
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