believe I am the best copywriter who ever lived.
Maybe, since you read my newsletter, you too already
believe that. Even if you don't, I think you will
change your mind after you read this message.
Here is why.
Much of the direct response advertising I have created
is so good it is part of history. My work has been
printed in dozens (maybe hundreds) of books. I believe
people will still be reading and studying my work 200
years from now. No other copywriter on earth has
"winners" that are equal to mine. For example, I once
wrote two letters for which I was paid...
You read it right. That's five million, two hundred and
fifty thousand dollars. For just two letters. Do you
know of any other copywriter who can match that? I
don't think so.
Would you like to know the details of those two letters
and why they worked so well? Would you like for me to
explain the reason those two letters pulled in almost
700 million dollars?
You would? Ok, then, I'll tell you all about those two
letters later in this message. I just need you to be a
little patient. You see, in the meantime, I want to
share with you, something that was written about me
several years ago. As you will see, it's an article
written by Blade Thomas who, for a long time was the
advertising director of Entrepreneur Magazine. Here's
the text of the article:
Amazing Marketing Miracles Created By Sir Gary of
By BLADE THOMAS
LOS ANGELES- I first met Gary Halbert (often
referred to as the "Prince of Print") when I was the
advertising director of Entrepreneur Magazine and hired
him as an outside consultant.
Entrepreneur Magazine is very famous and one of
the leading business publications in the world. Working
there enabled me to meet some of the smartest
businessmen and marketing experts on earth but, Gary
Halbert stood head and shoulders above them all. When I
first talked with him, his ideas seemed a bit unusual to
say the least. However, he was extremely persuasive and
I decided to at least test some of his suggestions.
Thank God I did! Within days, he taught us how to
multiply our sales, cut our refunds to almost zero and
how to enormously increase our bottom-line profits.
Some of his "radical" concepts are still being used by
the magazine today and still paying off like crazy.
Adventures With The
I later had the occasion to work side-by-side with
him when he was hired by Ernest Borgnine and his wife
Tova who, at the time, had a struggling cosmetic
company. Ernie and Tova were, at first, highly
skeptical about the changes Halbert insisted they make.
But, that skepticism evaporated when he took their
company, Tova 9, from $20,000 to over $800,000 per month
in just a little over half a year. You may remember the
first major ad he created for them. It ran for years
and had one of the most famous headlines ever written.
The Amazing Facelift In
A Jar Used By
Hollywood Stars Who
That ad brought in millions of dollars in sales
but it was another ad Halbert wrote for the Borgnines
which contains, I believe, the most powerful headline in
advertising history. Back then, Mrs. Borgnine wanted to
begin marketing a new perfume called "Tova" (it's still
on the market) and she wanted to do the "launch" at a
friend's boutique in Beverly Hills. Her friend was
Candy Spelling, wife of famed TV producer Arron
Spelling, and the boutique, by my estimation, would
probably only hold a total of 150 people. When Gary
heard about this he went ballistic. He informed Tova,
if she was going to let him do the perfume advertising
his way, she'd need a much bigger space such as... the
entire bottom floor of the Century Plaza Hotel! She
gasped a little but, when she recovered, she let Gary
have his way and wrote an ad that got 7,000 people to
come to the Century Plaza on a weekday for a sample of
her perfume. If you've got even one drop of
salesmanship blood in your veins, you don't need to read
the ad to realize how he did it. All you've got to know
is the headline which said...
Tova Borgnine Swears
Under Oath That Her
New Perfume Does Not
Contain An Illegal
By the way, the "subhead" of that ad was "Wife of
famous movie star agrees to give away 10,000 samples of
her new fragrance just to prove it's safe to wear in
public." Personally, I'll never forget that ad. It was
my job to coordinate everything and the damn hotel was
so jammed with people nobody could hardly even move.
And, get this: The only reason we didn't have more than
7,000 people at the perfume launch is because... the
fire marshalls wouldn't let anybody else into the hotel!
During Gary's stint in Los Angeles (his previous
office was located at 595 Madison Avenue in Manhattan)
he also worked with a number of other celebrities. One
was Geoffrey Scott of Dynasty fame (he played Linda
Evans' "Krystle" ex-husband) and the ad he wrote
featuring him brought in over 30 million dollars for
Gary's client. Gary also put together more than a dozen
successful "infomercials" starting with "Can You Look
Younger?" which sold the cosmetic products of Vikki
LaMotta who was once married to boxer Jake LaMotta and
the oldest woman ever to pose nude for Playboy. (By the
way, I hear she still looks great!)
Gary also worked on a number of shorter (usually
2-minute) TV commercials and probably the most memorable
is the one which featured Nancy Kwan who was the star of
"The World of Suzie Wong," "Noble House" and many other
famous productions. Personally, I was especially
intrigued with the work he did with frequent-Playboy
model and B-movie queen, Becky LeBeau and I understand
he currently has Margaux Hemingway (granddaughter of
Ernest Hemingway) under contract to help promote his
forthcoming book tentatively titled...
To Get Everything You
Ever Wanted Even If
You Don't Deserve It!
Another of Gary's interesting clients was George
Zangas, a world-famous power lifter, who mailed a
postcard Gary wrote for him which generated $1,000 for
every $100 he spent even though he mailed it to the same
list five different times. As far as direct mail is
concerned, that's where Halbert really shines. One of
his "killer" successes was an 8-page sales letter that
doubled Howard Ruff's subscription base of his RUFF
TIMES newsletter. He also did a letter for CASI
(Computer Amusement Systems, Inc.) That shot their gross
up from $3 million a year to over $13 million per year.
He has created direct mail promotions for Personal
Finance Newsletter, The Doug Casey Letter, Tax Avoidance
Digest and Predictions. And, the work he did for Robert
Allen (he wrote the famous best-seller Nothing Down)
helped Allen develop a seminar business that, I hear
through the grapevine, ended up grossing $75 million per
By the way, Gary's marketing career started back
in 1968 when he formed a company called "Halbert's Inc."
(it still exists today) which sold coat-of-arms research
reports and hand-painted family crests. The letter Gary
wrote to launch that project has become the most
widely-mailed letter in history and the company has
since grown into an international, multi-multi million
dollar operation. (By the way, Gary is still kicking
himself for selling his « interest in that deal!)
Anyway, that letter and its derivative letters are still
being mailed at the rate of hundreds of thousands per
week even though...
More Than Half A
Of Them Have Already
After Gary sold his share of Halbert's Inc., he
formed yet another company called "Good News Inc." with
offices in North Canton, Ohio and Madison Avenue in New
York. Primarily, that company sold "how to" self-help
books like How To Get What The U.S. Government Owes You,
How To Rob A Bank Without A Gun and other
equally-intriguing titles. Sometimes the profits from
selling these books was astronomical. For example, one
ad Gary wrote for a book titled How To Collect From
Social Security At Any Age ended up running in magazines
with a combined circulation of 55 million. One of these
was Parade, a newspaper-distributed magazine, which, at
that time, had a circulation of 17,546,168. Halbert's
ad cost for Parade back then was $33,214.37 and his
gross from that one ad in that one magazine was
$228,492.00 and eventually his company made over
$1,000,000.00 net profit from just this one publication!
Hey, how'd you like him to create a winner like
that for you?
Unfortunately, as good as Gary is at creating
marketing successes, he's just awful when it comes to
managing companies and, when they start to get big, he
starts getting itchy to go get out. So, when that
happened with Good News Inc., he sold out and moved to
Los Angeles. As soon as he got there, he took some time
out from marketing to write a couple of investment
books. One of them was about how to make profits with
U.S. postage stamps and it was titled Thank God Not
Everything Printed By The U.S. Government Loses Its
Value. The other, Foolproof Features, was about how to
make money trading commodity futures. Aside from that,
he remained "retired" just long enough to become
excruciatingly bored and that's when he decided to take
on a few clients and I met him and... the rest is
If, by reading this article, you've concluded I'm
a big fan of Gary Halbert, you couldn't be more
correct. But, it's not only me. Halbert, who now lives
in the Florida Keys has thousands of letters in his Key
West office from grateful people for whom his work has
generated untold amounts of profits.
Halbert now publishes a marketing newsletter that
goes to all 50 states and 29 countries outside the U.S.
and is undoubtedly the most intensely read marketing
publication on earth. He stopped taking on any new
clients altogether about four years ago but now, he
says, he's looking for a few new challenges. Ian
conclusion, all I can say is this: If you've got any
kind of product or service to sell and, if you can get
Halbert interested in working with you, you are
absolutely crazy if you don't get in touch with him.
One thing is for sure: Now that Gary is once again
taking on clients, you can be sure his calendar will
fill up in a flash! So, if you have any interest
whatsoever in working with the man I and many other
consider "The Best Marketing Man Alive," I strongly
suggest you get in touch with him instantly. His office
number in Key West is and you can call anytime
Monday through Friday from 9:00 a.m. to 5:00 p.m. East
Anyway, I'd like to conclude by saying having the
chance to work with Gary Halbert is one of the best
things that ever happened to me and, if you end up doing
business with him, you're almost certainly going to get
incredible results and a marketing education you'll
That article was written several years ago.
Since then, I've written many more killer promotions
plus I have the most highly read marketing website on
the internet. My recent Alexa rating was 1610! More
people read the Gary Halbert Letter than read Rush
Linbaug and Bill Onelly combined. And this is true in
spite of the fact that both of these men promote their
websites to tens of millions people almost every day.
Anyway, I am now doing something I haven't done for a
long time. As of right now, I am actively soliciting
for a few new clients. But, before I get cranked up and
into a full bone pitch, I want to just ramble on for a
few minutes. Look, I recently got the results of a
sales campaign I had written for a very famous person in
the marketing and real estate business. You would know
his name instantly but, for personal reasons, I think
it's best I keep his identity confidential.
In any case, the spreadsheet (Lord, I hate those
things!) he sent me illustrated the copywriting I did
for him pulled in 6-1/2 times MORE MONEY than anything
written by any other copywriter he has ever hired. By
the way, he's a multi-millionaire so he does have the
money to hire the "creme de la creme" of copywriters in
the entire world.
want to tell you about the last time I actively
solicited for clients. I was living in Key West and
informed the readers of my newsletter that, if they were
willing to pay my fee ($15,000 upfront and 5% of the
back-end sales my efforts produced) I would pay all
their expenses to fly to Key West and put them up in a
hotel at my expense, while we discussed their project. I
also told them if they did this, they didn't have to
guarantee they would become a client of mine... but...
they at least had to be a "for real" prospect to whom
price would not be a concern.
Many of those people did become clients. And a few did
not. But there was one guy I especially remember. Why?
Because, in my opinion, he was guilty of fraud. After I
flew him to Key West, put him up in the best hotel, and
discussed his project at length with him, he said,
"Everything sounds great... but... I think $15,000 for
your upfront fee is too much to pay you."
I did everything I could to hold onto my temper but,
what I really wanted to do was leap across the table we
were sitting at, wrap my hands around his neck, lift him
up off his chair and in the air, choking him until his
entire body was shaking and his legs and feet were
dancing around like he was doing the "Funky Chicken".
But, of course, I didn't do any of that.
I simply ended the conversation immediately in a civil
manner, took him back to his hotel and suggested he get
an early flight back to wherever he lived. I think that
man was genuinely bewildered by my sudden lack of zero
interest in him and his project.
See, it's no crime to not be able to afford the
expertise of someone like myself. But, it is obnoxious
to pretend you can afford someone like me... when... you
flat-out already know you can't afford me... or... you
are unwilling to pay the fees I charge.
Look, I want you to understand something: I have untold
thousands of rabid readers of this newsletter. But, this
message is truly only directed at a handful of them.
Maybe only one or two. It is only directed to what I
call "PWM's" (which is an acronym for "Players With
Since it is my job to provide my readers with a learning
experience, I'm going to do that by demonstrating how to
do something I've never quite done before. Many
copywriters have written to me complaining they couldn't
get any clients. I always tell them, there's no such
thing as a world-class copywriter who should be hurting
for clients. All he should have to do is write a sales
pitch for his services. And, he should then be flooded
with more clients than he can handle. By the way, I
wrote a newspaper ad once for Jay Abraham that, when it
was ran in a single newspaper, brought him in 602
Anyway, if I were someone else and I had to write a
pitch for Gary Halbert's copywriting services(as I guess
I am doing now) here are some of the points I would
Halbert may have hit more "financial home-runs" for his
clients than anyone else in history! These clients
include Ron LeGrand, Robert Allen, Ernest and Tova
Borgnine, award-winning actress Nancy Kwan, Vikki
LaMotta and many others, too numerous to mention.
Halbert's biggest home-runs have been written for
himself or companies in which he had some sort of
ownership. Everybody knows about the famous
"Coat-of-Arms" letter, which may be the most
widely-mailed sales letter in the world with more than
600 million copies mailed. That family crest letter
built an organization that needed 700 employees to keep
it going... and... 40 of those employees were needed
just to make the bank deposits!
wrote a sales letter for a diet product for Health
Laboratories of America which was so good, it almost
made skinny people buy the product! At one point, when
the client had run out of diet-related mailing lists, on
Gary's recommendation he got the compiled file of
everybody in America who had a driver's license. Then,
via computer, a simple calculation was done based on the
height and weight information in that file. If it turned
out a person weighed more than they should for their
height, the client mailed Gary's sales letter to that
individual. The client mailed millions of letters to
that one file and made DOUBLE THE PROFIT.
has written for the biggest financial publishers in the
world, including Phillips Publishing, KCI, Agoura
Publishing and many others whose name you would not
recognize! Once he wrote a "penny letter" for Phillips
Publishing. (That's a letter that has a penny attached
to the front page as a "grabber".) Phillips Publishing
mailed so many of those sales letters, they actually had
to have the Denver Mint produce many more pennies than
they normally would have and had to have them shipped in
box cars directly to the Phillips facility.
Tova Borgnine wanted to launch a new perfume, Gary not
only created the winning formula for the perfume, he
also wrote a newspaper ad that created the biggest
perfume launch in history! His ad got more than 7,000
people to show up at the Century Plaza Hotel in Los
Angeles. The ad also produced unsolicited purchase
orders from monster department stores like Federated
(the biggest department store chain in the world),
Filines of Boston, the May Company and a host of others.
The event was also written up in "Time" magazine. The
work Gary did for the Borgnines literally put their
company on the map and jumped their gross from $20,000
per month... to... $800,000 per month!
wrote an 8-page direct mail promotion for Howard Ruff
that doubled his subscription base!
Another company hired Gary to help them raise money for
their IPO and his full-page newspaper ad (which appeared
twice in "Investor's Business Daily") brought in enough
qualified investors to produce nearly two hundred
worked on the Nancy Kwan skin care commercials and made
the breakthrough that enabled them to run profitably on
TV for nearly two years!
wrote a direct mail promotion for CASI (Computer
Amusement Systems Inc.) that jumped their gross from
three million... to... 13 million a year!
Gary also made millionaires out of many "Mom and Pop"
small type businesses who had very little to start with!
helped guys like Jeff Paul, Joe Polish and many others
go from eating peanut butter and jelly sandwiches to
George Zangas (world-famous power lifter) mailed a
postcard Gary wrote for him... which... generated $1,000
for every $100 he spent! And George continued to make
these profits even though he mailed it to the same list
five different times!
of the marketers Gary admires greatly and who is
world-famous is Dan Kennedy. Dan Kennedy got his start
in marketing working for Halbert's Inc. in Bath, Ohio.
At a seminar about a year ago, Dan was talking about a
guy who said he couldn't make a profit with the ad he
was using. Dan looked at the ad and thought it was
spectacular. Dan then discovered it was Gary Halbert who
had written the ad! Dan told the guy (and you can hear
it on tape), "There's no way to improve this ad. It was
written by Gary Halbert. If you can get Gary, and you
can get him interested, and you can get him focused,
there's no way in the world you're going to get a better
piece of marketing copy from anyone else on earth." Dan
then pointed out to this guy it was not the ad that was
failing but, it was the way the guy was exploiting
(actually lack of exploiting) the ad and his failure to
set up a proper infra-structure and several other things
he was not doing properly. NOTE: I have not quoted Dan
word-for-word about what he said about that ad because I
do not have that tape right now. But, I have related
accurately the gist of his comment.
Gary's worked on 17 successful infomercials, wrote the
two most successful direct response newspaper ads, has
produced scores of highly-successful magazine ads,
created several catalogs, developed phone scripts, etc.!
people say you should include testimonials in all of
your sales pitches. Gary stopped collecting unsolicited
testimonial letters more than a decade ago after he had
already received over 7,000 of them! Now that he has the
most widely-read marketing newsletter on the Internet,
it would almost be impossible for him to buy enough ink
cartridges to print out all the rave testimonials he
gets on a daily basis.
Okay, those are just a few of the points I would make
about myself if I were writing an ad to pitch for
clients. But, probably the most important consideration
you should be aware of is... most of the time... I am
not willing to take on any clients. But, I am a little
bit "in heat" to work with a few clients now because I
have just made what I believe to be is a truly gigantic
marketing breakthrough. Everybody in marketing will know
about this breakthrough a year from now... but... it
will be old news by then. I believe it will work for
years to come. But, I think the first people to use it
are going to make money beyond their wildest dreams.
You know, I could write a more compelling sales letter
to you for my copywriting services. But frankly I'm
tired of writing about myself and this half-assed,
sloppy pitch is making me feel "funny". But, I do feel
moved to tell you another story.
I was recently contacted by a guy who said he had read
each and every issue of my newsletter on my website and
he was thinking about hiring me. He wondered if I would
send him a portfolio of ads I had written for other
people so he could evaluate whether or not I had enough
talent to work for him. I was NOT polite with this guy.
I told him something to the effect, "Look, if you've
really read all my newsletters, many of which include
examples of what I've written for other people, and you
are still in doubt as to whether you should hire me or
not, you are NOT a serious person." Actually, what I
said was much more profane than that. But, I see no need
to reprint it here.
This deal is not for everyone. There are certain people
who shouldn't even think about calling me in response to
this offer. So please, if you fall into even one of the
following categories... do NOT contact me.
don't want to waste one single second with somebody who
cannot afford my $15,000 upfront fee and/or thinks they
are going to be able to hire me at a discount.
Also, I don't want to talk with anyone who has to check
with anyone else as to whether or not they should hire
me. If you have to check with your lawyer, your
accountant, your spouse, your mommy or your daddy or
anyone else, just assume it wouldn't be a good idea and
don't waste my time.
methods are unusual, to say the least. Don't expect me
to slow down to a crawl just to make you comfortable.
When it comes to money, I go right for the jugular and,
if this takes you out of your comfort zone, you should
look in the Yellow Pages of your phone book under
"Advertising Agencies" and go ahead and waste your time
talking to one of those brilliant Ph.D.'s who'll be
happy to create a much more conventional (and totally
unprofitable) campaign for you.
I'm not looking for anyone who has to scrape up the
money to hire me. It puts way too much pressure on me to
know someone has bet their entire life's savings on me
producing a winner for them. And that, if it's not a
huge winner, they and their family will be reduced to
eating bark off trees.
Another thing, if you are hiring me to write a promotion
for you, I will want to get a lot of information from
you. But, you need to remember that once I have this
information, I will write what I think is the best sales
message and ask you to check it for factual accuracy.
But, I will NOT change the sales pitch I have created
just because you and/or your spouse (or someone else)
thinks the ad would work better if it were written
differently. There is an exception to this. If you,
yourself, have written sales pitches (as I have) that
have generated billions of dollars in profitable
revenue, then I will be interested in what you have to
Remember, I am only one person and I can only do so much
work. So, if you are at all interested in hiring me and
becoming a client of mine ("for real"!) call me at (323) 851-8275. And, do it soon. If I'm not available to take
your call, simply leave your name and contact
information (phone number and best times to reach you)
and I'll return your call as soon as humanly possible..
One last thing. Actually, it's two last things. First,
I have a big advantage over every other copywriter.
See, my newsletter is the most widely read marketing
publication on earth. That means people all over the
globe are keeping me informed of the latest marketing
breakthroughs which I then use when I am crafting sales
messages for myself or my clients.
Secondly, as you probably know by now, one company hired
me to raise money for their IPO and I nicknamed the ad I
wrote for them the "Water Ad." There's a good chance
you've read that ad. It's in the envelope that says
"Water" on my website. If you haven't read that ad, or
even if you have... I want you to read it again. That
ad pulled in qualified investors willing to pony up in
excess of 200 million dollars. After you have read the
ad, I want you to ask yourself if you think somebody
besides me could have written that. If you do know of
someone you think could write an ad that powerful...
But, I don't think anybody else could have written that
ad. I also don't think you can find a better copywriter
than me. So, if you are interested in my services...
and... if you can for real afford to hire me... call 323-851-8275 and leave your number and I will call you
right back. Or, if you prefer, you can e-mail me at
Either way, I hope to be working with you soon and I
want to thank you for reading this long message.