TCC Podcast #83: Copywriting Secrets Learned from a Legend with Bond Halbert

In the direct response world everyone knows the name, Gary Halbert. He’s often called the best copywriter who ever lived. And if we could, we’d ask Gary to be on the show, but alas, that’s not possible, so we’ve done the next best thing. Bond Halbert is the guest for episode 83 of The Copywriter Club Podcast. Kira and Rob sat down with Bond to talk about his famous dad and the lessons he’s learned from a lifetime (literally) learning copy. We talked about: •  his path into the world of copywriting (it all starts with his dad) •  the story behind The Boron Letters and why Gary wrote them to Bond •  why Gary Halbert went to prison for a crime he didn’t commit (really) •  the 2-3 most important lessons he learned from Gary Halbert •  how he divides his work into thirds •  the four kinds of readers you’ll attract to your copy •  why copywriters are good at headlines but bad at closes •  what he does to nail the close •  the importance being persuasive in person (not just in copy) •  where good copy really comes from •  what Bond’s research process involves •  his hack for finding the problems your customers want to solve •  why expertise is relative (the differing levels of expertise) •  the formula he leans toward when he writes for his clients •  why you need to create a compelling sense of urgency in every sales message (and how to do it) •  why he wrote Part III of The Halbert Copywriting Method first •  how he talks differently about positive and negative ideas in his copy (we hadn’t heard this anywhere else before) •  how (and why) Bond’s relationship with money is different from his father’s This interview was so good that it went a little long, but we think you'll learn a lot from the extra time we spent talking about copywriting. To get this one, visit iTunes, Stitcher or your favorite podcast app. Or simply click the play button below. And of course, you can scroll down for a full transcript.   The people and stuff we mentioned on the show: The Boron Letters Parris Lampropolous How to Make Maximum Money in Minimal Time Glenn Gary Glen Ross Big Jason Henderson Sam Markowitz The Halbert Copywriting Writing Method, Part III BondHalbert.com TheGaryHalbertLetter.com Halbertising.com Email: bond@thegaryhalbertletter.com Kira’s website Rob’s website The Copywriter Club Facebook Group Intro: Content (for now) Outro: Gravity   Full Transcript: Rob: What if you could hang out with seriously talented copywriters and other experts, ask them about their successes and failures, their work processes and their habits, then steal an idea or two to inspire your own work? That’s what Kira and I do every week at The Copywriter Club Podcast. Kira: You’re invited to join the club for episode 83 as we talk with copywriter and marketer Bond Halbert about the most important lessons he learned from his father, the man many called the greatest copywriter ever lived; the story behind The Boron Letters; the formulas, tactics, and strategies he uses to make effective copy; and what he’s doing to carry on Gary’s legacy. Rob: Hey Bond! Kira: Welcome, Bond! Bond: Hi! Thank you for having me here! Rob: Yeah we’re thrilled to have you; when we made a list of all of the guests that we wanted to interview eventually on the podcast, your name was one of the first ones that we added, and so it’s taken us a little while to get to you, but we are glad that you’re finally here. Bond: Oh! I didn’t know that, I would have come sooner! Laughs. Kira: Laughs. This is perfect; perfect timing. Episode 83 is a good episode. So Bond, let’s start with your story, especially for people who are less familiar with you, you know; how—how did you get into this wonderful world of copywriting and marketing? Bond: I’m going to try to make this really short, because I know I’ve given this to people who’ve heard me on other podcasts, and I like to give people as much, like, new stuff as I can,