Gary Halbert was one of the greatest copywriters, often called the “Prince of Print.” His curiosity and hard work allowed him to accumulate invaluable knowledge about what truly works in marketing and sales.
Here are my favorite tips from him:
1. Psychology Is 10,000 Times More Important Than Technology
Your product may be a masterpiece of pure genius, designed to help countless people. You might invest heavily in descriptions, high-quality images, and videos, yet still struggle to make sales.
Gary’s advice is clear: once you have a product or service to sell, focus on psychology. Explain why people need it, what happens if they don’t, and leverage social proof and emotions to connect with your audience.
Big companies understand this well—they appeal to your heart in their ads, not just your logic.
Actionable Tip: Once you have all the technical details in place, add explanations of how your product or service improves comfort, saves money, makes life easier, or enhances well-being—whatever resonates with your audience.
2. Find People Who Are Obsessed with Spending Money on Your Niche
Why try to sell something nobody wants? You can’t go far by selling what you think will sell or what someone else said would sell. Trust research and data.
Identify what people genuinely need, and they’ll be eager to buy—even if it’s costly. This principle applies especially to advice-driven industries like making money, gaining power, dating, or enhancing pleasure. Ideally, focus on affluent customers who have the resources to spend.
Actionable Tip: Find at least one niche product or service that people purchase regularly.
3. Make Your Sales Letters Impactful
Your product or service presentation needs to grab attention. Whether it’s ads, headlines, or descriptions, clarity is crucial—you only have a few seconds to make an impression.
Gary recommends writing sales letters as if you’re writing to your best friend or presenting a case in court. The tone should be relatable, personal, and persuasive.
Actionable Tip: Rewrite your product descriptions or articles as if you’re explaining them to a close friend. Highlight why your offering is important and how it solves a problem.
4. Offer a Double Refund Policy
A refund policy isn’t just about giving customers extra time to return products—it’s about instilling confidence and building trust. This demonstrates that you stand firmly behind what you’re selling.
Gary also emphasizes the importance of providing complete business transparency: include names, contact details, and even photos to enhance credibility.
Actionable Tip: Review your contact information. Ensure that customers can easily reach you, verify your business, and feel assured of your legitimacy.
5. Build Genuine Bonds with Customers
An invoice is more than just a legal document—it’s the start of a relationship between seller and customer. Gary discovered that connecting with customers post-sale significantly boosted satisfaction and word-of-mouth marketing. For instance, he would personally call customers after a sale to ensure their satisfaction.
Actionable Tip: Send follow-up emails or call your customers to ask how they liked the product or service, whether the packaging met their expectations, and how the shipping experience was. This feedback is invaluable for improvement. Remember to get their consent before reaching out.
6. The written word is the strongest most source of power in the entire universe
How you present yourself and your products makes a difference. Choose your words carefully, as poorly written content can backfire or fail to create any impact at all.
Gary’s advice: focus on clarity, positivity, and simplicity in your communication.
Actionable Tip: Hire a professional writer to review your content for tone and style. Eliminate complicated words or vague descriptions, and write in a way that inspires confidence and action.
I highly recommend watching this video for more insights
What do you think about these tips? Have you applied any of Gary’s advice in your business?