Gary: When a 2 for 1 be. Well if you are talking about two letters in the same envelope like these two it’s, it is actually you are going to be very disappointed as a result of that.

Should we even attempt that the answer is yes but you, you should attempt, do I, do I know of a case where it has been attempted successfully. Ah, no I don’t but I bet it has and yes I think you should attempt it, but the way you should attempt it I believe is you should try and sell them the bone density testing first, and with the markup and then go from there to the high price thing.

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Gary: Then you go out to a library or a bookstore and get ten books on golf and outline a product based on the ideas you got from those books. I remember one book I really liked had a simple title said, “The Secrets of Perfect Putting”, but anyway you outline your book then you write a direct mail letter as though your product actually existed.

Then you mail 1000 letters out of that, you have to rent 5,000, but I often rent 5,000 and test only 1,000, and if you get enough money back that the arithmetic says that you have made a profit doing this and you did it with your own money then you are entitled to call yourself a copywriter.

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Michel Fortin: Well, let’s just do a little quick check here. Um, Gary, are you on the line?

Gary Halbert: Listen, if you people would stop slurring my reputation.

Michel: Oh, there we go. Let me just mute this phone right now. We are in presentation mode and…

Gary: Just one second.

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Here’s a list of websites, tools, and resources, most of which are mentioned throughout this site or in the teleseminar audio recordings and transcripts.

And while you’re here, don’t forget to let others know about this site and these recordings with the legendary Gary Halbert and John Carlton. Just point them to “Boost My Response” at MichelFortin​.com.

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Michel: Yeah, doctors all ****. The question is what are those pills? Actually I can rep those weights 30 times and there is such a pill, but I didn’t get it from a Haitian woman. But I was just illustrating the correctness that, that people have lost the art of storytelling.

Gary: Well you just kept me riveted there, well, whenever you were telling me that. And that’s, it’s sort of what John Carlton says. If you were to sell something don’t think about selling it in a business room or something. Think about meeting your friend at a bar somewhere, just shooting the breeze, and, and, there’s a product that you have that you’re so excited about, what would you say to that person? Would you, you know, use this third person high falutin’ corporate speak or would you be personable and tell stories about it?

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Gary: I want you to imagine that an ad was written by me. I mean it was just a brilliant ad… a brilliant headline… a brilliant copy. It just flowed, etc. and it was about knitting machines.

Now, I am guessing that most of the people on this call do not knit very often unless Rosie Greer is on the call. I do not think you knit very often and it would not make any difference how much skill I used to write that letter but let’s take another scenario.

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Michel Fortin: Gary you on?

Gary: Let’s roll.

Michel: Hey, Gary, welcome. Well folks, we’re gonna have a great call tonight. I think it’s going to be one of the calls that I would do, I’d be on if I was just an asserting copywriter because what we’re going to do tonight is talk about some of the most effective strategies, some of the most pressing questions that you have about writing an effective copy itself.

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