The Boron Letters by Gary Halbert, also known as the best copywriter of all time, is a book I have been fanboying over. I’ve written about The Boron Letters before, here to be exact. The letters convey great advice on selling, copywriting, and life from Gary to his youngest son, Bond. Because Gary lists several ads in Chapter 17 of The Boron Letters for Bond to rewrite, I’ve decided to list them here.
In fact, Gary’s idea was to ingrain the style into your nerves via rewriting it in your own handwriting consistently. Also, just getting this stuff in your nerves isn’t enough. Consequently, in Chapter 22, Gary tells Bond that he should read the ads aloud. He was sure reading (aloud) and rewriting (in your own handwriting) other successful copy was crucial to internally imprint it in your nerves, muscle fibers, brain cells and every fiber of your being.
So I’m listening to Kendrick’s new album right now as I’m typing this. Seems like rapping is in Kendrick’s DNA as copywriting is in the Halberts’ DNA. Reddit has turned into a bunch of tin foil hat wearing conspiracy theorists, thinking Kendrick will drop another new album Sunday. By the way, Happy Good Friday! (I’m a poet and I know it.)
Back to the point.
Chapter 17 is filled with actionable advice. And Gary lists several ads he wants his son to copy once a week. Unfortunately, these letters were written in 1984. And I had to search Google for each ad.
No more! Accordingly, I’m compiling all the ads in one place for easy access.
So I just got back from dinner with my grandparents. We had fish (obviously). I got Cajun cod. Delicious. But we had to wait an hour to even be seated. We waited another half hour for the food. We were there for over two hours in total.
It’s 2017 and as technology improves, our attention spans get smaller. (Probably why the internet is crazed by the idea that even though Kendrick just released an album today, they’re hypothesizing a second.)
But I digress.
For time’s sake, I’m gonna shut up. This will save you some time.
The ads in Chapter 17 of The Boron Letters:
(Just click on the picture to enlarge.)
How to Burn Off Body Fat Hour By Hour
The Beverly Hills Diamond Ad
The Original Family Coat-of-Arms Letter
How To Collect Social Security At Any Age
How To Get What The U.S. Government Owes You
The Famous Dollar Bill Letter From The Robert Collier Letter Book
The Amazing Blackjack Secret Of A Las Vegas Mystery Man
The Original Astrology Today Ad Written By Ben Suarez