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The Halbert Copywriting Method Part III: The Simple Fast & Easy Editing Formula That Forces Buyers To Read Every Word Of Your Ads!
The Halbert Copywriting Method Part III is not a complete course on copywriting but... this short book is the best source on editing sales copy ever created and critical to making more money in direct marketing. All the top copywriting courses say it over and over.The power in your marketing comes from understanding your buyers but... All the professionalism comes from polishing your copy to the point buyers can’t stop reading/listening to your sales message until they have an uncontrollable urge to buy. Nobody has ever covered the subject of editing copy to the degree outlined in this book and even the most seasoned ad writers have been learning a lot from the secrets shared inside this instant classic. The Halbert Copywriting Method Part III reveals the editing formulas and patterns found in the works of history’s best copywriters and shows you how to inject hidden psychology into your promotions few people have ever heard of but make no mistake. Even when it comes to the classic techniques explained in this book, you will want to read every line because Bond puts a powerful new twist on even the most well-known editing strategies. If The Halbert Copywriting Method Part III doesn’t make you a better copywriter, nothing will. This simple to use formula is great for... • Punching up your own copy• Smoothing out copy created using templates • Cleaning up ads generated by copywriting software Once you have devoured this quick read, you can then start using the simple checklist at the back with a complete understanding of how to create the famous “greased slide” effect which will add sales to all your promotions.
106 pages, Paperback
Published June 5, 2016
3 people are currently reading
74 people want to read
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Displaying 1 - 5 of 5 reviews
October 12, 2017
Bond Halbert, the son of legendary copywriter, Gary Halbert, has put together in this book an editing process distilled from over 40 years of copywriting experience; something every copywriter needs on their desk.
As mentioned in the book, the process of editing copywriting is not covered nearly as well as it should; the focus instead being on the writing of it.
Well, no one writes a perfect first draft (far from it, in most cases) so it would seem editing is what makes a 'decent' first draft into an exceptional bit of advertising, helping to effectively sell your product or service.
Halbert's process follows three stages:
Using the things I've learnt in the book, I've noticed sections of my copy that I knew needed work, but I had no idea what was causing the problem or even how to start fixing it. An excellent result and something that will really help speed up my editing processes.
It's also revealed how I can reverse engineer sections of my copy that are already working well... allowing me to repeat these in other controls or sections of the copy.
However, there are a few annoying things about this book:
But...
... all small things that shouldn't detract from the value of the content, especially considering how much it can help any professional copywriter.
Why Halbert didn't choose to reduce the font size, properly format the book and margins, plus add a checklist at the end alludes me, but it made the experience of actually reading the book very painful.
Overall, Bond Halbert has made a good resource for copywriters who need a proven structure to help reduce the time taken while editing, help increase the effectiveness of the copy, and to learn some new ideas on how to best apply these editing tips.
As mentioned in the book, the process of editing copywriting is not covered nearly as well as it should; the focus instead being on the writing of it.
Well, no one writes a perfect first draft (far from it, in most cases) so it would seem editing is what makes a 'decent' first draft into an exceptional bit of advertising, helping to effectively sell your product or service.
Halbert's process follows three stages:
1. ResearchIt's this third stage, 'Edit', that this book covers, and is split into six different sections, namely:
2. Copy dump
3. Edit
1. Things you should know before you editThrough examples and meta-examples within the book itself, you will learn how to improve your copywriting using Halbert's no-nonsense formula.
2. How to help customers dive into your copy
3. Editing for clarity
4. How to keep your prospect reading
5. How to punch up your copy
6. How to inject hidden psychology in your copy
Using the things I've learnt in the book, I've noticed sections of my copy that I knew needed work, but I had no idea what was causing the problem or even how to start fixing it. An excellent result and something that will really help speed up my editing processes.
It's also revealed how I can reverse engineer sections of my copy that are already working well... allowing me to repeat these in other controls or sections of the copy.
However, there are a few annoying things about this book:
1. It's formatted horriblyWhat annoyed me the most is that it's just an awful book to look at, a pain to read, and there are a few sections that are poorly worded too.
2. It's formatted horribly
3. It's formatted horribly
4. It needs to be proofed and copy edited
5. There's no actual 'checklist' for one to go through, leaving you skimming through the whole book
But...
... all small things that shouldn't detract from the value of the content, especially considering how much it can help any professional copywriter.
Why Halbert didn't choose to reduce the font size, properly format the book and margins, plus add a checklist at the end alludes me, but it made the experience of actually reading the book very painful.
Overall, Bond Halbert has made a good resource for copywriters who need a proven structure to help reduce the time taken while editing, help increase the effectiveness of the copy, and to learn some new ideas on how to best apply these editing tips.
November 18, 2018
Sales copy must suck the reader in, be super easy to read, evoke an emotional response and motivate customers to buy!
You want to answer all of their concerns before they can even think of them.
Write rough draft without thinking about the editing process!
Edit the same copy on 3 different days.
How to segment copy:
Opening copy.
Story telling.
Features and benefits.
Closing.
Have someone else read it and point out where they get confused.
Once readers feel they know all they need to know they stop reading... DON'T GIVE IT TO THEM!
Break up copy into small paragraphs.
Before Ex: this magic editing formula will make your coffee smooth and after you use it will be able to raise your rates.
After Ex:
This magic editing formula will make your copy smooth.
After you use it you will be able to raise your rates.
Use subheads (bolded centered copy) to make it easy to see.
Use individual lines to show BENEFITS!
Be very to the point. SHOW BENEFIT SO THEY'LL READ ON!
Ex: Make your copy sound so smooth you can raise your prices. -> Works so well you can raise your fee -> Raise your fee.
Be Specific:
Turn "Let's start with the most important one" into "Let's start with the most important pronoun to hunt down."
Remove the words "that" so the copy flows better.
WRITE AT A 4TH GRADE LEVEL! Swap big words for little ones!
Set the ANCHOR such as "In a moment I'm going to reveal how to get the primary email of everyone who signs up for your list but first I need to explain how and why this adds thousands of extra dollars to your profit."
People continue to read of they think info coming up will make thier life better or on how to avoid problems.
Use cliffhangers so they continue to read.
Ex:... And here is why.
Ex: What if I'm right?
Ex: And things got worse/better. Then came the shocking part. And boy am I glad I did/didn't. That I now regret.
Use BOLD AND CAPS WHEN THE NEWS IS FANFREAKINGTASTIC!
READ THROUGH NATIONAL ENQUIRER AND COPY WORDS THAT STAND OUT!
Use strong words like "river of income or goes together like bookers and blow."
Change upset to livid and rare to impossible to find.
Remove "I" as nobody wants to hear about you.
ANSWER QUESTIONS BEFORE THEY'RE ASKED!
Give the so what test. When editing read like you super busy and self centered.
Don't use "learn or teach" as people hate and it takes work. Instead say "once I show you this simple trick you will know the secret too."
Replace "teach you how" with "give you the formula, let you in on the secret and hand you the key."
USE PRESENT TENSE LANGUAGE.
Ex: Turn has taken to taking and added to adding.
You want to answer all of their concerns before they can even think of them.
Write rough draft without thinking about the editing process!
Edit the same copy on 3 different days.
How to segment copy:
Opening copy.
Story telling.
Features and benefits.
Closing.
Have someone else read it and point out where they get confused.
Once readers feel they know all they need to know they stop reading... DON'T GIVE IT TO THEM!
Break up copy into small paragraphs.
Before Ex: this magic editing formula will make your coffee smooth and after you use it will be able to raise your rates.
After Ex:
This magic editing formula will make your copy smooth.
After you use it you will be able to raise your rates.
Use subheads (bolded centered copy) to make it easy to see.
Use individual lines to show BENEFITS!
Be very to the point. SHOW BENEFIT SO THEY'LL READ ON!
Ex: Make your copy sound so smooth you can raise your prices. -> Works so well you can raise your fee -> Raise your fee.
Be Specific:
Turn "Let's start with the most important one" into "Let's start with the most important pronoun to hunt down."
Remove the words "that" so the copy flows better.
WRITE AT A 4TH GRADE LEVEL! Swap big words for little ones!
Set the ANCHOR such as "In a moment I'm going to reveal how to get the primary email of everyone who signs up for your list but first I need to explain how and why this adds thousands of extra dollars to your profit."
People continue to read of they think info coming up will make thier life better or on how to avoid problems.
Use cliffhangers so they continue to read.
Ex:... And here is why.
Ex: What if I'm right?
Ex: And things got worse/better. Then came the shocking part. And boy am I glad I did/didn't. That I now regret.
Use BOLD AND CAPS WHEN THE NEWS IS FANFREAKINGTASTIC!
READ THROUGH NATIONAL ENQUIRER AND COPY WORDS THAT STAND OUT!
Use strong words like "river of income or goes together like bookers and blow."
Change upset to livid and rare to impossible to find.
Remove "I" as nobody wants to hear about you.
ANSWER QUESTIONS BEFORE THEY'RE ASKED!
Give the so what test. When editing read like you super busy and self centered.
Don't use "learn or teach" as people hate and it takes work. Instead say "once I show you this simple trick you will know the secret too."
Replace "teach you how" with "give you the formula, let you in on the secret and hand you the key."
USE PRESENT TENSE LANGUAGE.
Ex: Turn has taken to taking and added to adding.
May 26, 2019
AJUDA MESMO COM A EDIÇÃO DA COPY
Já mudei a forma como eu edito minha Copy graças a esse livro e percebi bastante mudança no que identificar para mudar
O fluxo de leitura realmente fica melhor e mais fluido quando você usa algumas técnicas que vão motivando a pessoa ler sem cansar e ficar entediada.
Transições, usar adjetivos, palavras poderosas, comunicar de forma simples, objetiva, pessoal e sem perder poder de persuasão e coerência em texto
Tava esperando a tempos para conseguir acessar esse material e não fiquei desapontado
Vou ler denovo e denovo até chegart com a "copy perfeita" que na hora da edição É UM VERDADEIRO DIAAABOOO!!
Se você é copywriter eu acredito que você vai precisar das ferramentas que estão nesse livro também
Confia no pai
O copywriter como você aqui sabe do que fala ;p
Até mais! no destino da
Já mudei a forma como eu edito minha Copy graças a esse livro e percebi bastante mudança no que identificar para mudar
O fluxo de leitura realmente fica melhor e mais fluido quando você usa algumas técnicas que vão motivando a pessoa ler sem cansar e ficar entediada.
Transições, usar adjetivos, palavras poderosas, comunicar de forma simples, objetiva, pessoal e sem perder poder de persuasão e coerência em texto
Tava esperando a tempos para conseguir acessar esse material e não fiquei desapontado
Vou ler denovo e denovo até chegart com a "copy perfeita" que na hora da edição É UM VERDADEIRO DIAAABOOO!!
Se você é copywriter eu acredito que você vai precisar das ferramentas que estão nesse livro também
Confia no pai
O copywriter como você aqui sabe do que fala ;p
Até mais! no destino da
December 24, 2018
These simple tips will help write effective copywrite to get your message out there clearer.
September 23, 2019
This book will help you to write an effective and killer sales letter
Displaying 1 - 5 of 5 reviews