From:
North of Jewfish Creek
Sunday, 11:40 a.m.
April 30, 1995

 

Dear Friend & Subscriber,

      Well, here I am, scratching out the first of the second 100 issues of this newsletter.

      I've just come back from a seminar and, because of what happened there, I feel like a traitor. Someone once said, "If all else fails, lower your standards" and, that's what I've done. I can't even pretend to feel good about myself anymore. To put it bluntly, I've "sold out." So, since you're bound to find out eventually, I figure I may as well confess to everybody right here in this letter. I'm not going to ask you to forgive me for what I've done but, I'm hoping against hope you'll at least try to understand. Besides, I need to get this off my chest. So, here it is...

I, Gary Halbert, Can Now

Operate A Personal Computer!

      I can surf the 'Net, access databases, send E-mail, use a PC like a word processor, plug in a perifial like a printer or a modem all by myself and I have "mouse skills" that would be the envy of any feline who walks the earth.

      In short, I now possess a plethora of skills which have absolutely no value to me whatsoever.

      However, the computer knowledge I picked up was extremely valuable. Why don't I use a PC as a word processor? For the same reason I don't use a typewriter. For some reason, I'm much more effective when I write on a plain old legal pad using a plain old ball point pen.

      You know, everyone is always surprised when they learn I can type. I took typing in high school and, like riding a bicycle, it's something you never forget. And, once in a great while, I actually type something and when people "catch" me at it, they always make remarks like, "Wow! I didn't know you could type. You're actually quite good at it. Why don't you do your newsletters on a typewriter?" (Only now they say "word processor" or "PC".)

      It's simple: When I write, I try to be effective, not necessarily efficient. Efficiency doesn't count for much when it comes to writing. Let's say you've got a typist with blazing fingers who can tear out 1,000 words per minute with zero mistakes. Let's say she does this on a PC so it's easy and efficient to rearrange paragraphs, check spelling, use different typefaces, create ingenious letterheads and so forth.

      On a scale of one to ten, how important do you think all that is as part of the process of completing a good piece of writing?

      The answer: It's not even on the scale. It's not even a "one". It doesn't count at all.

      Think I'm wrong? Well then, Bubba, let me drive the point home for you. What follows is an honest-to-God "sales letter" sent to me for a critique. Out of a sense of decency and kindness, I am not going to reveal the name of the person who sent this atrocity to me. But, here's the letter:

 

 

Dear Sir:

      This is an initial inquiry regarding the availability of seed funds for the ABC Foundation Research Institute. The ABC Foundation was first incorporated in the State of Delaware. Seed funds are now required to develop funding for the research institute and its operation. The purpose of the research institute is given in the business plan of the institute. Allow me to cite two sections from the executive summary of the business plan.

      "How can our understanding of the molecular biology of life be integrated into the general theoretical understanding of nature? How can then a better understood molecular biology be technologically applied to further human welfare? Only biotechnology based on a deep understanding of the underlying molecular mechanisms will allow us to meet the problems of the next decade in fighting illness, senescence, starvation and pollution."

      "Information is the basis of all life processes. How is the information generated, processed, or lost in biological systems? New biology is complex. To use it effectively, a substantial research effort is required, combining the best minds in both experimental and theoretical pursuit. Such a research effort can best be met by an institute, specifically set up to conduct advanced theoretical and experimental studies of the underlying problems in the life sciences."

      Seed financing will be used to concentrate on broadening the base for funding. Approximately $25,000 will be needed for the following purposes: (1) Get high-quality presentation materials ready. (2) Give presentations to selected potential donors around the country. (3) Attend national meetings to keep up to date on the latest developments. (4) Establish an Internet presence to facilitate exchange of information.

      Personally, I am well qualified to undertake this project. Until recently I was Associate Director of the National Center for the Design of Molecular Function at ABC State University. I was there also Research Professor. Before my stay in Massillon, OH, I was on the faculties of Northwestern University and of the University of Pennsylvania. I received my Ph.D. from the University of Goettingen, Germany. A full curriculum vitae is available (with over 100 publications).

      I am very interested in early availability of seed funds and would appreciate very much to hear from you soon.

                                                                                                Sincerely,

 

                                                                                                John Doe, Ph.D.
                                                                                                President

 

 

      Now, I ask you, as a sales letter, is that not truly a piece of shit or what? Please note, of course, the author of this "make-you-reach-for-your-checkbook-fast" letter is a Ph.D.

      How, pray tell, could he possibly be anything else?

      However, to give credit where credit is due, let me at least acknowledge the author of this atrocity is nothing if not persistent. He knows the value of "follow-up." Here's the letter I received just a few days after I received the one you just read:

 

 

Dear Gary:

      This is a follow-on to my last letter in which I suggested a donation to the ABC Foundation. I enclosed copies of a letter and of the executive summary of the business plan of the planned institute. I decided to add some "free specials" depending on the size of the gift. These "free specials" from the ABC Foundation follow in increasing sequence of the size of the tax-deductable gift.

      Donations of $5,000 or more would provide the title "Significant Donor" who receives quarterly newsletters for the next two years.

      Donations of $25,000 or more would provide the title "Substantial Donor" who receives copies of all news releases for the next two years.

      Donations of $100,000 or more would provide the title "Superior Donor" who receives proceedings of annual meetings of institute research staff for the next two years.

      Donations of $500,000 or more would provide the title "Founding Donor" who receives invitations to attend the annual meeting of the institute research staff for the next two years.

      If you have any questions or want to discuss any aspects of the planned institute, feel free to call me. With best wishes,

                                                                                                Sincerely,

 

                                                                                                John Doe

 

 

      Oh Jesus! Please God forgive me. I can't help it but, reading all this not only has me reaching for my checkbook, it's starting to get me hard. This is so exciting. Coming up with $100,000 or $500,000 will be just a tad difficult for me right now... but somehow... maybe... just maybe... I'll figure a way to do it.

      One thing is sure: I AM MOTIVATED!

      When you consider that for a mere $100,000 I can receive the title of "Significant Donor" plus do my part to further the molecular biology of life and how it can be integrated into the general theoretical understanding of nature... well, whew!

I'm Hooked!

      And you know what got me? It was how well it was typed. I bet this was created on a PC with word processing software by someone who is truly efficient.

      Don't get me wrong. Computers have great value. Believe it or not, I've known that for years. But, helping you write better is not a part of what a computer offers you. In fact, using a computer to do your writing will, in some cases (not all) make you a worse writer! Why? Because, screwing around with a computer...

Will Change Your Focus

From Creating Marketing Solutions

And Clear Writing To...

Becoming Good At Clerical Tasks!

      But, if you can keep from becoming addicted, I suggest you do learn how to use a computer. NOTE: I did not say you should actually use a computer, I said you should learn how to use one. What you need is to become familiar with the technology so you will know what can be done with computers... and should be done... and what they should not be used for. Computers are part of our world. They're here to stay. They're like telephones: ubitgratour (page 8).

      Think of it this way: Your office has 100 telephones and 100,000 prospects who need to be contacted by phone. Should you make all those 100,000 calls yourself?

      Of course not. Your job is to tell your phone people who to call and what to say when they get a prospect on the line.

      Should you learn how to wire your office for telephones? Of course not. Should you learn how telephones work? Who cares? Should you try to do every single thing with a phone which can be done with a phone? Of course not. You can make obscene calls with a phone. You don't want to do that, do you? You can call and gossip for hours every day. You don't have time for that, do you?

      By the way, that's what a huge percentage of people on the InterNet do: Gossip. Mostly about sex. Actually, mostly about sick sex. Probably, 60% (or more) of all messages on the InterNet can be classified as...

Electronic Graffiti!

      Enough already about computers.

      Let's talk about how to write a good sales message, not how to type or deliver one. One of my clients is Phillips Publishing. As far as I can tell, they have every really great copywriter in the U.S. already working for them. That means they have all six or eight of us.

      Writing for Phillips requires every ounce of skill, concentration and judgment a copywriter can possess. Just the research for one of their projects alone can take up to 500 hours. Beyond that, whomever is doing the research needs to be skilled on what to research.

      How does Phillips get these great copywriters? Simple: They pay more than any other company in the U.S. At Phillips, nobody makes as much money as the copywriters except the owner, Tom Phillips. This is as it should be. And, you know what's funny? Phillips is eager and willing to find copywriters they can pay $1,000,000 per year and more.

      But it seems there are hardly any left. Now the task is not to find any more great copywriters. No, now the task is to find someone (anyone) who can maybe be taught to become one.

And... To Do the

Amount Of Work That's Required!

      Different copywriters work in different ways. One of the best, John Carlton, always starts by writing the "bullets" first. After that, then he goes on to writing the headline, subhead, body copy and ordering instructions. Bullets are extremely important. Here's some of what I had to say about them in my issue dated March 19, 1993.

 

 

Dear Friend & Subscriber,

      Let's do the twist!

      You know, I've been writing this newsletter since 1986 and I've written a number of issues on how to write copy.

      However, there's at least one important area I haven't covered and, at least to my knowledge, it hasn't been covered in other newsletters or books on how to write copy. What I'm referring to are known in the profession as "bullets." Bullets are little one line statements of what you'll learn about in the book the copywriter is trying to get you to purchase or some other product he's writing about. Bullets are usually preceded by a dot or an asterisk (the bullet) and they look like this:

l    What question you must ask when you rent a car to get the lowest price humanly possible!

l    How your military record can get you extra Social Security money!

l    The single best way ever discovered to sell a house... and... sell it fast!

l    How you can legally tape any telephone call you get from a collection agency... and... how to use that tape to scare the hell out of them... and... even use it (legally) to make them pay you a big settlement!

      And so on.

      Listen, many of the most successful ads running today are nearly all bullets. Often there's a headline and then maybe two or three (or even just one) paragraph to preface the bullets. Here's an example of such a one paragraph preface:

"Are you troubled by prostate problems? If so, you may be interested in a new book just released by XYZ Publishing. Here's a small sample of what you will learn when you read this book:"

      Then, of course, there are bullets, bullets and more bullets followed by ordering instructions.

      Let me tell you something: Many times a person will read an ad or a direct mail letter containing dozens and dozens of bullets and, he'll order just because one of them appealed to him. A long time ago (I think it was clear back in the '70s) I was doing some work as an outside consultant for Entrepreneur Magazine and I was writing an ad for one of their reports or something and, out of a tremendous amount of bullets there was one hidden in the copy that caused calls to come in for months and maybe even a year later. Here is that bullet:

l    FAKE COCAINE: a legal substitute that fools almost everyone!

      All that bullet referred to was a small part of the literature in the report or whatever it was in and, I'm not exactly sure who was responding to that particular bullet who would be reading literature from a magazine like Entrepreneur. Come to think of it, maybe it was entrepreneurs... only just those who were doing (or wanting to do do) something illegal.

      Had I to do it over, I probably wouldn't have included such a bullet because I sure don't think it attracted the target audience we were hoping to sell. But, this tawdry example does illustrate the pulling power of a single bullet even if it's buried in a large ad.

      I started this issue with the words "Lets' do the twist!" What I meant by that is, when you write bullets, you've got to take the facts about the product you're trying to sell and present them in a way that "teases" the reader into wanting the full scoop. Now listen, when I say "twist" I don't mean distort! Your bullets need to be 100% truthful but you need to twist the way you write them so the reader gets a teasing glimpse of a particular benefit of what you're selling which makes him hungry for the rest of the story.

      Writing bullets is a real art and I don't have a magic wand that will teach you how to do it. The only way you'll acquire this skill is through a lot of practice. However, what I can give you are examples of how it's done... and... give you those examples in such a way I bet it will be very illuminating for you. So then, here's Gary's attempt to give you a few "aha!" experiences on the art of writing bullets. The way I'm going to do this is to give you a number of real life examples taken from an ad for a book. First, I'll show you what it actually says in the book and then I'll show you the "teaser bullet" written to correspond to that section of the book.

what it says in the book:

"Buyers always ask how long a property has been on the market, and when they find out the home has been on the market a long time they smell blood. What's more, many buyers wonder what's wrong with the property since it hasn't sold yet. They have second thoughts about bidding on such a place, figuring if nobody else thinks the property is worth what the seller is asking, why should they? As a result, the seller can no longer get the kinds of offers he would have gotten in the past... if your home has been on the market for a long time, you may want to consider taking it off the market for a little while. When you put it back on, you can honestly answer it's been on the market a short time..."

the bullet:

l  How to sell your home faster by taking it off the market!

 

what it says in the book:

"The real estate brokers who come to view your home are in essence competing against each other for the listing. And those brokers who have been around for a while have learned from experience that very few new sellers are prepared to hear the truth about what their homes are worth.

"So rather than risk alienating you and losing the listing to a competitor, most brokers will tell you what they think you want to hear, rather than what your home is really worth.

"After a broker has secured the listing, he'll work hard on it for months, gradually getting you to lower your price further and further until finally the home is sold."

the bullet:

l  A dirty little secret many real estate brokers hope you never find out!

 

what it says in the book:

"If your interior designer has used your home to make a personal artistic statement, that's great while you're living there but don't expect it to translate well when you're trying to sell. Rather than overdecorating or overrenovating, try to create a neutral canvas onto which a potential buyer can project his tastes."

the bullet:

l  Why adding improvements to your home can lower its value!

 

what it says in the book:

"Make closets look larger by removing items that can be stored elsewhere. Arrange the remaining items in a neat, organized fashion. Brighten dark, dull closet walls with a coat of paint."

The bullet:

l  Something crucial (and unusual) you must do to every closet in your house before you show it to a would-be buyer!

 

what it says in the book:

"If you want to be extra aggressive, one thing you can do is to offer brokers a higher commission. Better yet, offer a cash bonus to the salesperson making the deal. (This tactic works best for lower-priced properties.)

"You may find the idea of giving the broker extra money distasteful, even outrageous. But look at it this way: While the couple of extra thousand dollars you're parting with is a minute portion of the selling price, it's a huge portion of the salesperson's fee. Since it takes just as much work to sell an inexpensive property as it does an expensive one, why not give the salesperson a reason to work as hard to sell your property as he would one that was a higher price? Besides, if he's a good negotiator he'll be squeezing that extra couple of thousand out of the buyer (or more accurately, the buyer's bank!) anyway."

 

      OK, now that you've had your little refresher on the art of "bulletizing", I've got a very important observation to share with you. Did you see the movie Jurassic Park? The guy who wrote it wrote an earlier book titled Congo which I've just started to read. (By the way, it's a "can't-put-it-downer.") Anyway, the book is populated with several really top level researchers who have I.Q.'s reaching to the stars. These people compete for grant money to fund their research projects. One of the characters in the book is especially adept at getting grants. Yes, he is brilliant and doing important research. But, so are the other scientists competing against him for their funds.

      Why does he get chosen so often over the others? Simply, because he is obsessed with his project. Here's a quote from the book:

"Sometimes it's difficult to tell who is the more brilliant but we look for something more important: We look for who is the most driven!"

      That's a point so valid, you should never forget it. Years ago, I was driven. I was obsessed with becoming the best advertising copywriter in the world. Whether or not I succeeded is beside the point. What's germane is what I did in furtherance of this noble goal: (1) I ignored my wife, (2) I ignored my children, (3) I wrote advertising during the day, (4) I studied advertising in the evening and...

I Dreamt About

It At Night!

      Would you like to be good enough to write for Phillips or some company like that which would be happy to pay you a million or more every year? Or, to learn to do it yourself so you can pay yourself a huge pile of money?

      Let's see if you've got what it takes.

      Go get five hundred 3x5 index cards. Go to a big newsstand and get dozens of magazines. (If you're strapped for money, you can do this in a library for free.) Only get those magazines with lots of teaser copy ("bullets") on the covers. Cosmopolitan is just about tops when it comes to this. Write one bullet on each index card. Try to pick out only really "Hot Bullets." Keep at it until you have 500 cards with 500 bullets. Then, make a copy of all those 500 cards and send them to me.

      What will you get if you do this? Most importantly, you'll get a neurological imprint of writing good bullets. Secondly, you'll get mentioned in this newsletter as someone who is "willing to pay the price." Thirdly, if, in addition to being willing to also pay the price, you also have (or later develop) some talent in writing complete marketing packages, there's a chance I'll recommend you to one or more of the legions of people who are always calling me to see if I can recommend a good copywriter if I'm unavailable.

      But, the real payoff is what you'll be giving yourself by the simple act of doing it.

      You see, there are no shortcuts!

      But, how do you recognize a "Hot Bullet"? Well, until you get some experience, it is somewhat subjective. However, here's some help. What follows is a collection of 105 bullets on different subjects. Each of these was written by John Carlton and nobody is better at "bulletizing" than him. Study John's work. Start by writing each of these 105 bullets on a separate 3x5 index card. Then, you "have the feel" for it... and then... you go out to the magazine stand or bookstore and do whatever's necessary until you've got 500 more.

      Sucks, doesn't it? Can't say as I blame you if you don't want to be bothered with this... but... just in case you've got the stuff, here's John's bullets to get you started:

s    The 58 most important questions you need to ask yourself before you can really start to pile up the profits in your business!

s    The 7-step formula that even an illiterate drop-out can use to write advertising copy 100 times more potent than the best Madison Avenue ad agency!

s    How the 3 Basic Elements found in every single successful (multi-million dollar) television infomercial can also be used to boost the profitability of your newspaper ads!

s    Why your "back end" may be 1,000 times more profitable than your initial sale... and what to do to take advantage of it now!

s    Tips from trouble-shooting experts on how to spot problems hurting your business and the triple-step technique they use to solve them fast!

s    The 10 easiest markets "rookie" entrepreneurs can tap for maximum profit with minimum risk!

s    "Insider" tips from the world's savviest (and richest) businessmen on how to shortcut your way to obscene riches and success!

s    How to gauge the no-fly boundaries of your customer's "comfort zone" -- so you will never take him out of it and jeopardize your sale before it's completed!

s    How to avoid the really dumb things 9 out of every 10 people do in business that almost guarantees they will fail miserably!

s    When to use the secret "3 Week Repeat" technique to increase the results of your direct mail sales campaign by one-third!

s    How to use super-cheap C.O.D. (collect on delivery) mail rates to increase response and profit!

s    A truly "no brainer" (yet usually overlooked) way to bump the amount of your average order by 100% or more... automatically!

s    The absolutely essential First 3 Things you must do before you attempt to sell anything to anyone!

s    How to find -- without spending a red cent -- the perfect magazines and newspapers (with the most rabid and eager-to-buy readers) to run your ads in all over the world!

s    Why you're already sitting on the best possible "bonus" you could ever offer -- and how to use it to make your sales soar!

s    20 Guaranteed Ways to increase readership and response to your sales letters and ads... without touching your current copy!

s    How to use the "Gun To Your Head" theory of marketing to make sure every advertising method you use is as close to 100% sales-perfection as it can get!

s    5 fast, simple steps to formulating your own "Unique Selling Proposition" (also called your USP). Your USP explains in the simplest way who you really are, what you're really offering and why you're the only one to do business with! (Not knowing your USP is like not knowing your own name -- you're lost without it!)

s    What every catalog mailer in the world does wrong, month after month... and how to create your own "gold mine" catalog from scratch -- even if you don't have a "line" of products yet!

s    The single most important element of any sales message... and how to exploit it for maximum sales!

s    The "Dark Side" of success: What to expect from sudden wealth, and how to avoid the pitfalls most newcomers fall into! (So you can keep your money and enjoy it!)

s    The Real Reason people choose to buy anything -- the secret truth long known by master salesmen, sociologists and "con men" finally revealed!

s    How to cheaply "test" whether your idea has any real money-making potential in the real world... so you can avoid the disasterously-expensive mistakes 9 of 10 new marketers make!

s    How to put on your own seminars without nightmares... including how much to charge, how to structure the daily sessions, and how to write the all-important sales letter that puts their fannies in the seats!

s    The secrets of running a business super-smoothly -- from choosing the right people (and purging the "psychic vampires" who are bleeding you of money and energy) to concentrating on "Operation Money Attraction" (instead of wasting precious time on things that aren't going to make you rich!)

s    The 11 steps of "Rolling Out" a project once you have a winner!

s    How to make (super-cheap) radio advertising work!

s    Exact word-for-word samples of sales letters that brought in millions... and how to adapt those same letters for your own business!

s    Tested appeals and "grabbers" that guarantee readership... and tested "closers" that almost force people to send you money!

s    10 stupid things most ad agencies do that you should never imitate!

s    The sneaky ways people will steal ideas and money from you... important "preventative" knowledge that will save you from being sunk by sabotage!

s    Why having money or a nice car is 100% irrelevant to having a great love-life! (And the 3 "basics" that are relevant, but ignored by nearly every lonely guy!)

s    How to "read" the signals of women who are dying to date you right now! (They think they're being obvious, but I'll bet you're blind to these signals. Just learning this one secret -- how to "read" women -- will boost your "romance potential" through the roof!)

s    Proven ways to get women to initiate "accidental" dates that are pressure-free!

s    How to permanently cancel-out negative thoughts and revive your "clogged up" reservoirs of romantic drive and energy!

s    How to easily "position" yourself so women actually compete for your attention!

s    How to avoid the 11 mistakes that ruin most guys love-lives!

s    How to conquer any nervous moment -- during your first conversation, first date, even intimate encounters! (And how to be "in control" even when you feel otherwise!)

s    How to "repel" rejection -- and use your emotions to supercharge your good feelings! (This works like crazy for shy guys!)

s    How to turn everyday items in your pocket (or your wife's purse) into vicious weapons that will (1) show you mean business, (2) instantly frighten anyone with an ounce of common sense, and (3) allow you to dominate any situation with a single blow!

s    How to maintain the "right" kind of peak sexual energy that excites women! (Most guys worry -- unnecessarily -- about "performance"... but you won't, anymore!)

s    The one huge mistake all inexperienced fighters make in their head that guarantees they will be turned into victims... and how to "parlay" it into an advantage that will give YOU an instant 200% increase in your chances of winning -- even if it's your first fight ever!

s    Why your weight, strength, speed and agility are the least important parts of winning a street altercation! (And why the one simple secret that is important will give you an immediate and enormous advantage over any other fighter you meet!)

s    How to automatically avoid the blunders that get even nationally-ranked karate masters demolished in street fights! (It's called "Stress Shock Phenomenon", and once you've stored this knowledge in your nervous system, you'll never "freeze up"  or panic when your adrenaline starts to flow and the dirt hits the fan! Yet there isn't a karate studio in the country that knows how to teach this crucial part of winning fights!)

s    Why your fist may be the absolute worst weapon you can use in hand-to-hand combat! (And exactly how to strike so you won't damage any part of yourself!)

s    Astonishingly easy ways to escape any grab or hold (including a "bear hug" from behind by someone many times larger and stronger than you) and reverse the attack instantly (and painfully for your attacker)!

s    The "voice tool" secret that will immediately change your attitude from calm to dominant in any surprise situation!

s    Simple fight-ending moves that require no strength whatsoever! (I know of arthritic 80-year-old grandmothers who have knocked young male attackers senseless!)

s    The 2 worst things you can do when being choked during a fight... it's what most people want to do instinctively, yet knowing just one artless move from this system can free you and end the assault at the same time!

s    How to use a little-known "positioning secret" to completely cancel out the superior size or experience of your attacker! (Size and strength are meaningless when you know this secret!)

s    Why a simple "mock" submissive action will always fool a larger opponent... and set him up for quick, easy fight-ending moves!

s    How to gain an immediate "Psychological Edge" when someone pulls a knife on you... and how to spot the 4 most common methods of knife attacks so you can win with a minimum of fuss and blood!

s    How to "set up" the perfect sexual encounter with your lover every time!

s    The clumsy mistakes 90% of all men make during lovemaking... and how to quickly learn the "inside" secrets of the most satisfied 10%!

s    The NUMBER ONE rule that absolutely must be observed for women to have a truly mind-blowing orgasm!

s    The secret "reward" for men who give their women the "fuel" for feeling in love all day long, every day! (Not one man in a thousand understands this "fail-safe" secret of excruciating happiness... and those who do almost never share it with even their closest friends!)

s    How to guarantee that every thought your lover has of you is super-charged with pleasure, excitement and white-hot anticipation!

s    The 20-minute secret that can turn your sex life around overnight! (It's so simple, you'll kick yourself for not having thought of it yourself!)

s    Why men continually fail to understand a woman's simple physiological "signals" even after years of marriage! (Just learning this one secret will take your love-life into another world!)

s    Why 99% of all sex lives in this country are borderline miserable... despite the recently-discovered secrets that can immediately "unclog" the raw, hot, explosive animal pleasure that should be yours naturally!

s    The single biggest sexual complaint women have about their men... and it all comes from a basic misunderstanding about our "wiring" as men and women! (Easily solved, once you learn the secret!)

s    How to "touch" a woman to guarantee mind-altering sex... a technique so simple it's astonishing that nearly 3/4's of all women never learn it themselves!

s    Why men almost never see the "danger signals" that mean their relationship is failing... even while they believe everything is just fine! (Women have a hard time believing men are so dense in this area, but there's a good reason for it... and once both partners know what's happening, amazingly good things instantly develop!)

s    Why smart men know how a simple "secret" non-sexual act at home can -- when handled correctly -- take on the "charged" quality of a warm, sexually-satisfying feeling for many women! (It's so simple it's almost like "cheating"!)

s    The little-known "trick" that ends nagging (on both sides of the relationship) forever!

s    What women really want from a man! (Nine of ten men are absolutely floored by this secret!)

s    What most women have never gotten from a man they desperately desire... and how to easily give it to her! (Prepare to have your life change dramatically overnight!)

s    How to get into deep, soul-pleasing rapport with your partner... and stay there forever! (You will never feel alone again!)

s    The amazing reason why Prozac is so popular in this country! (Almost no one understands the startling sexual implications!)

s    Why nearly 100% of even famous "sex therapists" have no clue how to achieve the "good communication" they admit is crucial to a great relationship!

s    The specific secrets of "over the top" fabulous sexual technique! (Have you ever "blacked out" from pure sexual pleasure before?)

s    How to start having explosive sex tonight... with the simple basics of great, world-class love techniques!

s    Why your fingernails may be unconsciously turning your lover off!

s    The first-ever explicit anatomical "map" of a woman's body that clearly outlines the subtle zones of honest pleasure... with the specific instructions necessary for a man to get past his natural "barbaric" tendencies and go straight for the orgasmic center of his lover!

s    Everything you could ever want to know about the "G-Spot"!

s    How to manipulate your own and your lover's deepest "Feeling States"... to create an "intersection of criteria" that guarantees almost pure, undiluted sexual ecstasy in every encounter!

s    Four little "target" words straight from her mouth that show you exactly how to win her heart for all time!

s    How to pull off unwanted body fat by the pound, while keeping muscle loss to an absolute minimum! (Most "experts" will tell you this is impossible -- yet Leo did it without a problem! And he'll show you how to do it, too!)

s    Details of the all-new "Eat Everything You Love" diet that frightened the professionals... until they saw Leo change into the leanest, meanest muscleman they'd ever seen! (It's the easiest, yet most potent diet you've ever seen... one you can live on happily for the rest of your life! Leo was gobbling banana milkshakes, carrot cake, soda pop, ice cream and "Mama Juanita's" super-grande burritos on "carb-days" throughout his training!)

s    The secret of finding the most efficient aerobic program for burning off fat with your specific body type! (Leo researched for 7 months with professional bodybuilding stars in the U.S. and Germany to discover the key to this "inside" secret!)

s    How to mold the "open ended" parts of the super-hot Serious Growth training system to unlock the monster inside you!

s    Why the "experts" you read about in the muscle mags are just dead-wrong in much of their training advice for you for maximum growth! (Even though a technique may have worked for them, it might not work for you... especially if you follow the advice of juice-heads who have spent most of their lives training on steroids!)

s    How to get yourself quickly into the "zone" of athletic purity -- performing amazing feats of strength and power effortlessly, relaxed, confident, and always in top form!

s    How to handle the "side-effects" of your increased sexual energy you'll get on this program! (A real unexpected bonus!)

s    Amazing "energy boosters" without carbohydrates that will put you into a state of astonishing athletic confidence!

s    How to "see" -- and immediately deal with -- your own trouble spots, and train for ultimate proportion!

s    How a "secret" 5-inch change in your hip placement translates into massive power for your stroke! (Not one pro in a thousand even suspects the potency of this simple adjustment!

s    How to avoid the power-sapping problems of "classic" swings -- and guarantee yourself repeatable accuracy, tremendous "punch", and the most comfortable, natural swing you'll ever experience!

s    Why the new "lag" in your swing will cause your buddies to shake their heads... until they see you consistently out-drive them by 40, 50 and 60 yards off every tee! (I guarantee they'll make you play with one of their balls, just to make sure you aren't cheating somehow!)

s    How to use simple "double checks" (like the "visible knuckle" rule) to instantly make sure you're prepared for any shot... so you'll always get a repeatable result no matter what the conditions are! (Even if you're playing a strange course, in the rain, with your partners coughing and dropping bags to distract you!)

s    The truth behind "follow through" -- and why 99% of all golfers completely blow it right after they hit the ball!

s    How to instantly diagnose mistakes in your swing -- so you'll never have back-to-back misfires again! (This is a comprehensive list of the most common mistakes you're likely to make... a complete "fail safe" system of correcting yourself during your game!)

s    How to practice at home -- using props that won't cost you a dime -- to increase your learning curve 10 times faster!

s    How to use the secret of "choking down" to master any club in your bag... no matter how horrible you were with it before!

s    The single most important move you can make in any altercation -- it's what your body wants to do, but what most people panic about and refuse to allow themselves to do! (Yet it will save your life!)

s    How to use a simple "cat-like" move to instantly position yourself to deliver the easiest knock-out blow imaginable -- a strike so natural your grandmother could pull it off against Mike Tyson!

s    How to instantly "shut down" an attacker's testosterone levels, using your body's own built-in "brick". (Even a 90 lb. woman possesses this amazing rock-hard weapon!)

s    Why hitting anyone with your fist is silly (even trained boxers bust knuckles that way)... and how to use the 8 "natural weapons" of your body to deliver 5 times the power of a fist with half the risk of injuring yourself!

s    When to use the most simple strike you'll ever learn... an unstoppable natural move so effective in ending fights it's not allowed in full-contact karate tournaments! (Instant disqualification -- it's also a move that 99% of the most brutal street fighters you'll ever encounter have never seen before... and don't know how to defend against!)

s    How to use the "hip-swinging secret" soldiers use to drop opponents instantly -- no speed or strength required, yet it's like driving a 160 lb. bar of lead into the bad guy's belly! (It's so effective, you don't even have to come close to hitting your "target" area... even the sloppiest attempt by you will bring him to his knees!)

s    How to effortlessly "parlay" the same natural force that has ended more professional football players careers than any other... it's a human's weakest point during a fight (or before a fight begins), and once you know about it you've just increased your ability to defeat a larger man by 200%!

s    How to use a super-effective, completely unexpected technique straight out of the "Three Stooges" to cause any attacker to automatically (1) back up, (2) raise his hands in defense, and (3) blink rapidly... all of which instantaneously reverses the tables and makes your attacker suddenly vulnerable to a fight-ending blow you can deliver in your own sweet time.

s    Why all elite soldiers are given "permission" to use the one street fighter's Secret Weapon we are all taught from kindergarten not to use... and how you can use it to quickly remove yourself from any situation where you have been surprised from behind!

s    How to use the other "dirty" street-fighting tool not allowed in any civilized boxing or karate match... because of it's immediate ability to disorientate and topple your opponent! (It also works when you do it incorrectly!)

 

      Hey, at the very least, that was fun reading, wasn't it?

                                                                                                           

 

  Sincerely,
 
   Gary C. Halbert

 

 

P.S.      Next month, I'm gonna write even more about copywriting. Remember back when, when Marshall McLevon (or whomever) said, "The medium is the message"? That's simply not true. The real truth is...

The Message Is The Message!

      Peace.

 

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Copyright 2002 Gary C. Halbert.  All Rights Reserved.