Free Audiobook summary of the book The Boron Letters by Gary C. Halbert.
This is a collection of personal and impactful letters by history’s greatest copywriter, Gary C. Halbert, where he exemplifies some insider tactics and sage wisdom to his youngest son.
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The AIDA Formula To Write Better
Copywriting must be done in accordance with a formula, a proven sequential outline such as AIDA:
ATTENTION, INTEREST, DESIRE, ACTION.
Your writing should:
● First, get the readers attention
● Second, get them interested
● Third, make them desire what you are selling
Advice On Better Marketing Copywriting
● Compel your reader to take whatever action is needed to get whatever it is you are selling.
● Describe the benefits the prospect gets if they buy your 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) a famous ad and marketing copy to get a sense of it.
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