Gary Halbert, one of history’s greatest copywriters, wrote the holy grail of direct response copywriting in jail.
Yes. He wrote it inside a cell in Boron Federal Prison Camp.
Why? Look, the man was too talented (and probably careless) for his own good. He served a sentence for mail fraud. Long story short, he eventually got out.
But let’s not dwell on that. Shine the spotlight on the masterpiece he made during this whole ordeal, The Boron Letters.
This series of letters was addressed to his son, Bond, so it might feel a little weird intruding on a private father-and-son conversation. But don’t worry. Bond soon went on and shared his father’s wisdom with the world (or else, we wouldn’t have this conversation.)
Now, these letters are considered staples in every copywriter’s learning kit. In fact, every marketer needs to read this gold mine!
Quick note: Train your brain first.
Before proceeding to the tips I’m about to unveil, you need to understand that none of that improves your writing unless you choose to “train your brain” first.
Gary was a big advocate of taking care of your mental health. He understood that to improve your writing, you need to do your regular road work.
Road work means activating your brain first thing in the morning by doing light exercises like jogging, walking, or running.
Meditation works too! Honestly, follow whatever suits you.
Copywriting takes a lot of brainwork. No one does it thoughtlessly.
No matter how much technique you know, you will have great days when you’re effortlessly producing amazing copies. And you’ll have days when you can’t get away from the dreaded blank page.
Like how athletes train their bodies, writers condition their brains.
We’re “brain athletes”! Lol.
Onto the tips…
Do you notice how people skip the boring fundamentals and jump right to the exciting stuff?
Yeah. Well, these tips are so nuanced, experts don’t bother sharing them often. Therefore, beginners do not have the chance to strengthen their bases.
Good thing good ol’ Gary wrote these letters to his then copywriter rookie son (who, by the way, was 16 years old.)
#1 Keep sentences and paragraphs short
The longer your sentences are, the harder they are to read.
The Boron Letters were written in the 80s. Forty years later, our attention span has gotten even shorter. We live in a distracted world of pings and buzzes.
Find a hook that will get your audience intrigued. Get straight to the point. Capture your reader’s attention before they flutter away to the next sparkly thing.
#2 Use simple common everyday words
Copywriting isn’t a place to show off your flamboyant linguistic capabilities and vast imagination. Copywriters keep it stealthy and simple.
Unless your audience speaks it, you do not have to use big complicated words.
When they read your copy, your audience should get it right away. Remember, we are competing for their attention. Make every word matter.
Grammar is secondary. Everyday conversations are not constructed in perfect grammar. Or else, Apple would have said “Think Differently” not “Think Different.”
Oh and here’s a very important exercise. Read your copy out loud. Repeat them until you weed out all the unnatural words.
#3 Weave sentences with transition words
Our brains are hardwired to remember better if we see a connection between things. This is why storytelling works. This is why song lyrics are easier to memorize!
We see interconnected patterns that let our brain paint a clearer picture.
In writing, this can simply be made by adding transition words like therefore and although. Use them to create a cause-and-effect relationship between your sentences.
Establish cohesion so that your points flow smoothly. The moment you confuse your readers, you lose them.
#4 Ask questions
Stop your readers on their tracks by asking them a question. Keep their attention for a bit. Make them think.
Rhetorical questions are great to confirm and challenge your readers’ thoughts.
Talk to them as if you are in a one-on-one conversation. Notice how you feel instantly connected to people who value your input by asking you questions.
Do the same thing in your copy.
#5 Provide eye-reliefs
Great copywriting is spontaneous and seamless. Once the reader lays their eyes on your copy, they shouldn’t notice how long and arduous your writing is.
Your words are designed to make them read the next line. With that said, here is Gary’s list of what makes your copy “easier on the eyes”.
1. Create enough white space to not overwhelm your readers with words. (The T&Cs are made for that. 😏)
- Add wide margins.
- Double-space in between paragraphs.
- Write shorter words, sentences, and paragraphs.
2. Use parenthesis to clarify a complicated statement.
- Or use them to throw in a little surprise commentary to avoid being such a bore.
Did my post help you?
I hope they did. I made sure to apply the above tips throughout my article so props to you if you caught on to them. 😉
Happy writing and take care of your mental health, fellow brain athlete!
