Lessons from handcopying a Weight loss ad by Gary Halbert.

Phew ... this was a big one for me...

This ad is filled with storytelling! Maybe 70% is pure storytelling. While handcopying this, i got a bunch of story ideas for my own contents.
About 30% of the ad was agitating on the pain of heavy weight. It got into very specific bottlenecks.
Highlighted the mental struggle of heavy weight with internal monologue.
Throughout the ad, it might seem too desperate. But it was actually written in the teenager's voice. And teenagers ought to be overly desperate when explaining or selling something (like me).
Eliminating competition through talking about the first hand experience of the pain. Making it more empathetic.
Most of the time the money back guarantee would be full money back without any questions asked. But here, they would give double the money back with proof that the user didn't have any other problem going on for the reason of his heavyweight.
There's so many lessons, i can just tell. I would have to look at it some more time and read-between-the-lines to dissect it...

The ad on the pdf was a bit blurry so i collected it from online. It's clearer here: https://swiped.co/file/weight-loss-ad-by-gary-halbert/

P.S. it took me 15 pages to finish handcopying this ad. And i can only fit 10 here. So the rest would be in the comments.

8 comments