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Old September 13, 2003, 09:54 AM
Michael S. Winicki
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Default Gary H. Part 2...

Gary Halbert has a new letter up promoting his upcoming seminar. I'm not posting the link below to push his seminar. I'm posting it because in this letter Gary gives you a powerful example of how to weave stories into your selling copy.

This is what separates the great copywriters from all the rest of us. While we'll just start pelting benefits at the heads of the prospect, the great copywriters will sneak a story or two into the mix before they start carpet bombing with the benefits. Gary Halbert does it. Joe Sugarman does it. Ted Nicholas does it. Quite often these icons of marketing will skip the benefits all together and just rely on the story to sell the product. If you can learn how to use stories successfully in your copywriting it will be like someone just handed you a key to the bank vault.

Take care,

Mike Winicki

Gary H. is at it again...

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