Gary Halbert was a copywriting genius and remains a legend in direct-response marketing.
Hey, it's Tim here. Having spent years in the online business and direct-response marketing world, I’ve distilled some of the most valuable lessons from the man himself.
Read on for the golden rules that can transform your marketing—and remember, the #1 Biz Growth Principle is to present an offer to someone who could say “yes”.
1. Work with a “Starving Crowd”
- Identify a hungry market: Find people desperate for a solution—and feed them exactly what they crave.
- If you try to sell ice to Eskimos, no sales copy will help. Instead, focus on markets that are actively seeking your solution.
2. Don’t Be a Pioneer—Be a Ruthless Improver
- Capitalize on proven products: Find something already selling like hotcakes (think weight loss, dating advice, etc.) and make your version significantly better.
- Then, craft killer ads that resonate and lead your prospects to a “yes.”
3. Give People What They Want, Not What They Need
- People may not need another diet book, but they want to shed those pounds.
- Tap into deep desires rather than rational needs.
4. Your Sales Letter is Step One—Then Repurpose
- Create an outstanding sales letter that converts.
- Repurpose it into articles, emails, and ads to reach more eyeballs.
- This approach dovetails perfectly with presenting offers that people can say “yes” to.
5. Look Personal, Never Spammy
- Bulk mail = trashcan. Instead, use handwritten envelopes or personalized touches that intrigue your prospect.
- Remember: Seduction in marketing is about charm, not assault.
6. “Reporter Ads” Crush It (Native Ads)
- Write ads that read like news articles about your product.
- This journalistic style captivates your audience—making your offer irresistible.
7. Tiny Display Ads for Lead Generation
- Even small ads can generate leads if your copy is compelling.
- Don’t shortchange your copy; genuine interest makes even tiny ads effective.
8. The Power of Newsletters
- Newsletters are tough to build, but once you have quality subscribers, they’re pure gold.
- They foster ongoing relationships and repeat business.
9. Sell Recurring Products with MIFGE
- MIFGE = Most Incredible Free Gift Ever.
- Pair a freebie (report or book) with a newsletter subscription to satisfy both instant gratification and long-term education.
10. Focus on LTV (Customer Lifetime Value)
- The first sale is just the beginning. Astonish your customers so they return again and again.
- Long-term relationships trump one-time buyers.
11. Execution is Everything
- Ideas are valuable, but execution multiplies them.
- Remember: “Ideas without execution are useless.”
You don’t sell people what they need; you sell them what they want!
- Gary C. Halbert
Direct Marketing Secrets from Halbert’s Seminar
A 1-hour and 10-minute video on YouTube reveals more of Gary’s direct marketing secrets:
If 100 equals success, then 99.9 in direct marketing is all about getting the sale.
The big economical question is:
How can I sell my product on a cost-effective basis?
But before you answer that, ask yourself:
What is it that I’m going to sell?
The ideal product is:
- A superior version
- Of a book or information product
- That is already selling well
- With superior advertising.
Pioneering is expensive when the road is already paved. Look for best-selling products that you can improve upon.
Example Book Titles (Proven Appeals):
- What To Do About Arthritis Pain
- How To Pick-Up Girls Instantly Anywhere In The World
- How To Negotiate And Win No Matter Who You’re Up Against
- 57 Proven Ways To Lower Your Golf Score
- 27 Secret Ways To Melt Off Body Fat Hour-By-Hour
- Latest Facts On How To Cure Prostate Problems
- How To Flatten Your Stomach In The Fastest Way Humanly Possible
- How To Get What The US Government Owes You
Remember: You don’t sell people what they need—you sell them what they want!
Become a student of markets!
- Gary C. Halbert
Gary Halbert on Selling Formulas & Delivery
- Step 1: Get your selling presentation on paper.
- Step 2: Transform that sales letter into multiple “delivery systems” (articles, emails, ads).
- Focus on the true delivery rate of your message—make it personal, never rely on bulk or teaser copy.
- Selling is like seduction. It’s not about how you ask for the order, but when you do.
- The dumb mistakes? Asking for the order on the envelope. Instead, make every communication personal and inviting.
Print Advertising & Small Space Display Ads
- Be the Reporter: Write ads that look like news articles or reviews. Editorial-style ads can get up to 500% more readership.
- Display Ads for LeadGen: Avoid classified ads—use small, eye-catching display ads that speak directly to genuine prospects.
"The people who are non-prospects aren’t gonna read three paragraphs of your ad. Genuine prospects want every detail—as long as it’s relevant."
- Gary C. Halbert
Newsletter Publishing & Advertising Appeal
- Reposition your product and advertising appeal to make a significant impact.
- Gary recommends reading: E. Haldeman-Julius - The First Hundred Million (direct download here).
- Successful titles often start with phrases like “How to…”, “Secrets of…”, “The art of…”, “An amazing way to…”, or “Now at last…”.
The Newsletter Business
- Newsletters are one of the toughest products to sell—but the subscribers are the most intelligent and dedicated players.
- They understand that success is a process, not a miracle fix.
- Be authentic, inject personality, and take a clear stance.
Selling a Newsletter the Gary Halbert Way
- Offer a valuable premium that customers keep even if they cancel their trial subscription.
- This premium should deliver the immediate, “magic genie” answer your audience craves while the newsletter provides ongoing, expert education.
- Selling Formula: Give away a premium (that remains with you regardless) + trial purchase of your product.
"You should think of yourself as building a relationship, not (just) making a sale."
- Gary C. Halbert
Think Long-Term: Focus on LTV
- The first sale is the least profitable—build lifetime relationships with clients, subscribers, and seminar-attendees.
- Exceed customer expectations and consistently astonish them with quality and dedication.
"Astonish your customers with the quality of your service, your dedication, and your product!"
- Gary C. Halbert
Final Golden Rules
- Become an Opportunity Detective: Always be on the lookout for ways to serve your market better.
- Never Forget to Ask: One of the biggest mistakes in selling is forgetting to ask for the order.
"One of the biggest mistakes people make in selling is that they forget to ask for the order."
- Gary C. Halbert
And remember: No matter how brilliant your marketing is, always present an offer to someone who can say “yes”. This is the cornerstone of sustainable business growth.
Best,
Tim
Frequently Asked Questions
- Who was Gary Halbert and why is he important?
- Gary Halbert was a legendary copywriter and direct-response marketer whose innovative techniques and real-world insights continue to shape modern marketing strategies.
- What is the core lesson from Halbert’s teachings?
- At its heart, Halbert’s advice is about understanding your market deeply—finding the “starving crowd,” giving them what they want, and delivering your offer in a way that makes it irresistible.
- How do I apply these lessons to my business?
- Start by identifying a hungry market, then craft your offer so that you are presenting something your prospect can easily say “yes” to. Repurpose your message across different channels, and always focus on building long-term relationships.
- What is the #1 Biz Growth Principle and how does it relate?
- The #1 Biz Growth Principle is to present an offer to someone who can say “yes”. Halbert’s methods are a masterclass in doing just that—making sure your message is clear, personal, and compelling enough to earn a yes.
- Can I implement these strategies even if I’m not in sales?
- Absolutely! Whether you’re a freelancer, creator, or business owner, these principles apply. They’re about connecting, building relationships, and delivering offers that resonate deeply with your audience.
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