Gary C. Halbert Quotes Page 3

“The more honest you are with your true self and others, the faster you will see what really motivates people.”

“The three guidelines are recency, frequency and unit of sale.”

“The way to deduce what people want to buy is to simply observe what they DO buy!”

“There is no justice. There is only power.”

“There's a big difference between people who make it in any field (including crime) and those who do not. That difference is awareness.”

“Use simple common everyday words. Use 'get' instead of 'procure'. Write short sentences and short paragraphs. Use 'transition' words and phrases to make your writing flow smoothly. Do you notice how I use transition words and phrases such as the following? Well, as a matter of fact, I first blah... Now, naturally, we don’t want to blah, blah...”

“What does AIDA stand for? It stands for ATTENTION, INTEREST, DESIRE, ACTION. So, to make it clearer your letter should:
1. First, get his attention
2. Second, get him interested
3. Third, make him desire what you are selling
4. Compel him to take whatever action is needed to get whatever it is you are selling.”

“What else would they be likely to buy? How about more of the same? That's usually a good bet.”

“What happens when you read your copy out loud is that you will verbally stumble over all the places that are not smooth…”

“What you must learn is what people want to buy.”

“What you really want is for the reader to order from your ad. Listen up dummy. If you are writing for applause… you will go home with empty pockets.”

“When he looks at your page of copy he should be drawn to your copy like a convict is to a Penthouse Magazine.”

“When you tell the day of the week plus the exact time you are writing the letter, it makes it seem a more important communication too, doesn’t it?”

“You can do a better selling job when at first it does not appear you are attempting to do a sales job.”

“You can't always control what happens to you in life, but you do have a lot of control over your responses.”

“You don't have to get it right. You just have to get it moving.”

“You either hook a reader or lose him when he very first looks at your ad or DM piece. Not when he reads it, but when he first looks at it.”

“You know, people don’t always put their money where their mouths are; but they do nearly always put their money where their true desires are.”

“You must always find a market first and then concentrate on a product!”

“You must become a student of markets. Not products. Not techniques. Not copywriting.”

“You need reason for the deal, if there is one. You see, if you don’t have an explanation, your 'deal' won’t be believable, and you may not get the sale.”

“You see, when things are tough I have discovered that a very very simple (but effective) thing to do is just keep moving in some sort of positive direction.”

“You will also find your second choice headlines make good bullet. There are no hard and fast rules; not even the rules of English apply.”