5 Genius Copywriting Lessons From “The Boron Letters”

Few months back, I discovered the captivating world of the Gary Halbert Newsletters & instantly became a regular reader. If you've ever read his letters, you'd already know the brilliance in his copy that makes him a copywriting genius.

Even the way he shares his knowledge about copywriting is a brilliant copy itself.

Once you get into the rhythm of his writing, you'll always be hungry for every word he has to offer. It's not just learning; it's an emotional connection you won't want to let go of.

1. Become a Student of the Market 👨🏼‍🎓

Gary observed that in a lot of cases, people in general have a false perception of who they actually are as buyers. For example, he conveys the example of a bestselling magazine that everyone he talks to claims they don't read but they still keep buying it anyway.

In a very similar way, affirmations for a product by a buyer don't necessarily mean the person will open his wallet & buy it.

Gary strongly insists on studying, what people actually purchase, how they go about it, and what they truly desire. The crucial takeaway from his wisdom & first lesson from the book is:

"Study what people buy, and not what they claim they prefer."

2. Sell People What They Want to Buy 💰

Selling something to someone who doesn't want it is like trying to plant seeds on barren ground, it just won't grow. It’s almost impossible to sell someone something they don’t want to buy.

And this is very true. For example, Even if you try to sell me plumbing tools with a very compelling & irresistible offer, i wouldn't buy it because i don't do plumbing.

3. Know Your Targeted Audience Before You Write Anything Down 🖊️

Your copy will be poor with no impact if you don't know nothing about your target audience & haven’t done your research well.

4. When Offering a Deal, Give a Reason ✅

For example you're offering a 70% discount on your product. The discount might grab your reader's attention instantly but will not bring them to opening there wallets & buying the product.

But if you just justify with a solid reason of why you're offering this 70% discount, the reader becomes eager to take advantage of the situation.

5. Discover the Market First Before You Make the Product 🔎

Most entrepreneurs would just create the product or service first and then look for a market for it.

Gary does the opposite. He discovers a market first, and this is what he teaches.

"Discover a market first and then create a product for that market."

It's like, look for a problem first then try to come up with a solution rather than coming up with a solution and then looking for the problem.

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