The Boron Letters by Gary Halbert: Summary & Notes

• AIDA: Attention, Interest, Desire, Action—the structure of all good copy
• The most important thing is the list—who you're selling to matters most
• Study successful ads by hand-copying them
• Benefits sell, features tell—focus on what customers get
• A good offer beats good copy—start with an irresistible deal
• Road work: physical fitness clears the mind for creative work

• Copywriters and marketers
• Entrepreneurs who need to sell
• Anyone interested in direct response marketing
• People who want practical, no-BS business advice

Notes

• First thing to do in the morning? Get outside and get walking.
• Fast one day per week.
• To figure out what people want to buy? Just look at what they do buy.
• Segment your marketing - be specific in who you are targeting, and custom tailor your ads to them.
• Work on subjects you love - the enthusiasm will make it easy.
• Keep two lists - one of tough tasks and another of tasks you can do regardless of mood. That way you can be productive regardless of your state.
• Work in the library, or somewhere else people are working - as social animals, it’s hard for us not to work in places like this.

You should write copy according to a formula, a proven sequential outline like AIDA. What does AIDA stand for? It stands for:

• ATTENTION, INTEREST, DESIRE, ACTION.

So, to make it clearer your letter should:

• 1. First, get his attention
• 2. Second, get him interested
• 3. Third, make him desire what you are selling
• 4. Compel him to take whatever action is needed to get whatever it is you are selling.
• Describe benefits the prospect gets if he buys our product or service, and remember, you must do even the obvious.
• When you write bullets … the basic pattern should be specific/blind fact, benefit.
• Re-write (by hand) famous ad and marketing copy to get a feel for it.

To write well:

• Use simple, common, everyday words.
• Write short sentences and short paragraphs.
• Use transition words and phrases to make your writing flow smoothly.
• Ask questions once in a while, and then answer them yourself.

What is a good writer? One who makes things perfectly clear.

• Breakfast of Champions by Kurt Vonnegut is a great example of clear writing.
• The best writing goes unnoticed.
• Your ads should have a crisp, clean appearance.
• Go the extra mile in whatever you’re doing to increase professionalism and perception.
• Never make a decision when you are HALT: hungry, angry, lonely or tired.
• If you offer a promotion, offer a reason to go with it.
• "I am offering you this special deal because you (by virtue of some unique circumstance) are so special."
• Read your writing out loud to improve it.
• Sweat the details. And use exact details in your promotions.