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Old November 7, 2021, 02:22 AM
Dien Rice Dien Rice is offline
Onwards and upwards!
Join Date: Aug 2006
Posts: 3,386
Default Why Gary Halbert called his readers "buckwheat" and even "sh*tweasel"...

Here's a secret I've discovered...

I've long been a fan of (the late) Gary Halbert's newsletters...

In copywriting circles, he was one of the greats...

In fact, many many years ago, I paid a pretty penny for a big stack of Gary Halbert's newsletters... in print! (This was before he put a bunch of them online...)

You can still see many of his newsletters at ...

I've found his writing - particularly in his newsletters - fascinating...

And it's been a long journey to put the pieces together as to why...

Anyway, one of the things Gary Halbert does - that I've seen few do - is to insult his readers!

...and use other names...

For example, he often refers to his readers as "buckwheat," "fishface," and even "sh*tweasel"...

Some examples... directly from the pages of his newsletter...

"O.K., Buckwheat, a grabber is what I call something you can attach to the top a letter that grabs your reader's immediate attention..."

"Listen to me Fishface: What is the most essential ingredient you must have to make a ton of moola? The answer is..."

"Look, I don't mind you are all sh*tweasels. In fact, as the Alpha Sh*tweasel, I'm rather proud of that. However, I have no patience whatsoever with LAZY-MINDED sh*tweasels."

Why did Gary Halbert do that? (And... why did people put up with being called a "sh*tweasel" ?!)

Here's an inside tip... Gary Halbert explains it himself... in exactly one place...

Quoting Gary...

Remember in the last issue when I referred to you as "Fishface"? Before I settled on that appellation, I thought about referring to you as "Buckwheat," "A**hole, "Dork," "Numnuts," "Yo-Yo," "Friend," "Neophyte," "Student," and dozens of others.

But "Fishface" just seemed to fit, didn't it? It was just derogatory enough for you to know it truly was Gary Halbert writing to you... but... it had a flavor of "tongue-in-cheek" humor to it that reassured you I really do have affection for you and I'm trying the best I can to help you.

Incidentally, peppering these newsletters with "Buckwheat," "Fishface," "Numnuts," etc. dramatically enhances the learning experience. Those words are like a little "mental pinch" that keep you more alert, create a little "emotional jolt" and, liven up whatever message I'm trying to deliver.

But don't you try this. It's dangerous. Especially with new customers. I only use this as an example to help me explain... how... the more work you put into your writing, the more valuable the results will be.

From here ...

Now you know something very few other people do...!

It's a technique you need to use with caution though... I plan to start soon...

You're all just bad enough to need to know about it...

Best wishes,

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