Many moons ago (circa 2003 A.D.) I spent the fee from one of my first copywriting gigs on a book the late, great copywriter Scott Haines had the rights to sell at the time:
The 24 copywriting-specific Gary Halbert Letter issues.
It’s still one of my most prized possessions.
Specifically, the issue within where Gary taught bullets. He did it in a way that made it very easy for me to learn the craft. What he did was, he talked about a book about making mooney from real estate he wrote an ad about. And, he showed:
- The bullets he wrote
- The specific content he pulled the bullets out of
That way, the reader could see the mindset and psychology and *ideas* behind the bullets, and then the end result after he “twisted” (as he put it) the content into bullets.
Very edu-ma-cational.
And, a brilliant way to teach.
And guess what?
I had an idea for the September “Email Players” issue to do a similar style of training for writing emails selling products as an affiliate. Specifically, the last day of emails (where all the real sales are made when you use my unsavory ways).
Here’s what I did for that issue:
1. Pulled all the last emails from my last affiliate campaign
2. Found the exact content from the product I was selling to write those emails
3. Put the content and emails I crafted from the content side-by-side
Anyway, there isn’t a lot of how-to in the next issue.
It’s pretty much all observational.
i.e. you have to think
These emails (along with the others I sent that weekend) resulted in almost 400 sales over a short weekend to my meek-sized list. If you can think and want to get great at email, this issue will be like gold to you. If you are just looking for “swipes!” and templates (like most copywriters) it’ll confuse and disappoint you.
The “initiated” in my world, will find this one of the most valuable trainings I’ve done.
The uninitiated BSO-chasers will go “meh. What else ya go?”
If you’re the latter, back to fapping to your swipe file you go.
If you’re the former, subscribe here to get this issue in time.
Ben Settle
