Quote:
Originally Posted by Richard Dennis
Dien,
The biggest reason Halbert was so good at building relationships in print was his use of quick little "transitions". They quickly create and/or convey a closeness between reader & writer that otherwise can take a long, long time to establish.
Anyway, some time back, I went over all his newsletters and pulled out the transitions I thought were effective. I think it's worth any copywriter's time to read this page over every once in awhile, just to put yourself in the right frame of mind. Here it is:
Writing Key |
Hi Richard,
A deep felt THANKS for sharing this... That's incredibly valuable!
I agree with you, one thing Gary Halbert did terribly well was to CONNECT with the reader, on a personal level. He had a riveting way of writing... Once you started reading, it was impossible to stop!
Gary Halbert was great at keeping you "hooked", then reeling you in...
After seeing your document, you're right - his transitions were a big part of that!
Speaking more of Gary Halbert, one of my favorite of Gary Bencivenga's "bullets" is the one he wrote after Gary Halbert passed away...
It's stuffed with valuable advice.
Find it here...
http://www.marketingbullets.com/bullet23.htm
For example...
"Using negative adjectives in your headlines works like crazy. Here are some examples:
Desperate Nerd From Ohio...
One-Legged Golfer...
Blind Medical Doctor Discovers ...
Half-Dead Cuban Washes Ashore In Miami With Strangest Secret That Can Double The Income Of Most Americans!"
Hmm... That also reminds me of another great example of this... something about "Dead Doctors" who "Don't Lie"....
Thanks Richard!
Richard knows his stuff cold... When he speaks, I listen (and you should too)!
Best wishes,
Dien