Who is Gary Halbert?

What are The Boron Letters? Are they a series of novels just waiting to be turned into a major Hollywood blockbuster? Are they scientific papers about to be published? No, they are neither of these. The Boron Letters are a message from a master copywriter, the late Gary Halbert.

Often called the godfather of copywriting, Halbert spent several years in the Boron Federal Prison Camp for fraud in the 1980′s. It was during this “vacation,” as he termed it, that he began his reemergence as a dominant force in direct marketing.

The Boron Letters were meant as an inspiration to Halbert’s children. He called them the “most heartfelt messages that I’ve ever written.” The forcefulness of the prison environment became his inspiration. Pulling no punches in their language, his prison letters became a cult-classic in direct marketing genius and have served as a guiding force ever since.

The letters formed an outline of Halbert’s philosophy of direct marketing. From the basics of good copy writing to the importance of first impressions, The Boron Letters contained ideas that would become the standard by which all copy writing was judged.

Halbert understood that good copywriting is written primarily to make money, not to gain praise. His method of turning non-sales into sales turned the direct marketing world on its head, eventually igniting the world of online business. Though he wrote his manifesto long before the World Wide Web became the driving economic force in the world, his methods found their way into the Information Age.

He started with a newsletter. With almost no promotion, Halbert found himself with readers spanning the globe. When yearly subscriptions started lining up, he decided to offer a lifetime subscription. Soon, all of his subscribers paid for the lifetime option.

Halbert realized that his knowledge was important to share with the world, and he began offering it for free on his website. He built a even larger client base with the free information than he could with any other way.

Through it all, Halbert remained one of the most creative minds in the field of copywriting. Even though Halbert was a genius, he would speak in plain English so that everyone could understand his meaning.

Gary Halbert died on April 8, 2007. He left behind one of the most profound legacies in direct marketing, and his ideas continue to influence great copywriters around the globe.

Check out one of Gary Halbert’s presentations below

Or… if you’d like to check out some of Gary’s best material click here.

{ 2 comments… read them below or add one }

Gina July 21, 2011 at 8:40 pm

‘Sup All… If you want the BEST underground Gary Halbert recordings (also including John Carlton and Joe Polish) you gotta see http://www.GaryHalbertXXX.com!

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Andrew A. Limber October 13, 2011 at 10:51 pm

I had known Gary Halbert years ago and received his newsletters for a long time. In one issue he referred to me as a “world-class copywriter.” I owned a regional ad agency and a direct-response television production company. In partnership with Ray Lindstrom and Mac Jett in Phoenix, we produced and aired most of the infomercials seen nationally in the mid to late 1980s. Gary was always encouraging, and his newsletters were a joy to read. I had not known until today of Gary’s passing in 2007. Today, I am doing a great deal of writing, including a newspaper opinion column, and would have loved to share some of my readers’ reactions with Gary. To those closest to him, please accept my belated sympathies. God rest his creative soul. — Andy Limber

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