Are you interested in learning more about marketing? This book would teach you about how direct mail marketing works and why you should add it to your marketing game. After reading this book, I was able to understand how one should try to target customers and how you should go about selling something.
The Boron Letters by Gary Halbert
This book is very unique in a way that it was created off letters wrote by the author’s dad when his dad was serving his sentence in the prison. This book includes much useful information for money-making, copywriting, direct mail advertising, family life, health, business, and many more.
This book was published back in 2013, it contains content that was written by Gary Halbert to his son and it was mainly about mail order and email marketing, the method might be outdated for today’s context but there other things that can be very useful for us. Adding on, some of the advice that he gives is still very much applicable to you. For example, he talked about choosing a good market, creating a good product, and then test them to improve on the offers. This is still great advice for someone trying to sell things to others.
Gary Halbert was a well-known writer that excelled at direct mail marketing. He had earned a lot and also lost a lot of money as he ventured into different markets. If you are looking to learn how to write good emails or letters to attract buyers then this book is the one for you!
Key Lessons learned from this book
Let’s take a look at the things that you can learn from this book and see if it fits you!
How you feel affects how you think
In this book, it mentioned about the importance of exercising and eating well, this is useful lessons that can help you to learn about self-care and self-respect. By learning all this, you would be able to have a better performance in your life in many aspects.
It is important that you learn how to take care of your health so that your brain can function better. A lot of people don’t know the importance of being healthy and how the things we eat can make a difference. Gary Halbert also emphasized that persistence is the key to success.
The Money Is Where The Enthusiasm Is
Gary halbert shares that he thinks that people make more money when they are more enthusiastic about their work, not when we are just working for the money. He even suggested that we should hire people who are passionate about their job, not necessarily the ones that are most qualified.
Get Paid Often
It can hard sometimes for a client to pay with a large amount of money, this may affect their decisions to continue to support your products and services.
In this case, you can recommend them to have a frequent pay schedule, this would make the client feel more sincerity from you. This is because you are showing the client that you trust them and you are willing to let them pay off slowly.
Be Skeptical About What People say… And Watch what they do
Gary Halbert believed that we should not always what others said, that being said he just wants us to make sure that we are having enough research before making a decision. Sometimes, what someone said may not be aligned with what they do and this is why Gary Halbert wanted us to be careful with.
Gary Halbert suggested that we observe their behaviors like their activities, their calendars, and their spendings. This might allow you to get answers that are more accurate for your decision-making process which is to sell what people really buy, not what they say they buy.
Customize Your message
I am sure that all of you should have encoutered being spammed on email inbox. If the email does not have your name, i doubt that you would even open it. The importance of customising your message is so that the person receiving it would feel like “oh this is for me”, this makes them feel more special and they will be more likely to read your message. If your solution solves his needs then he would most likely get your product since the message was customised to be sent to him.
Tips on Letter Writing
At some point in your life, I am sure that you would be wiritng a email or letter to someone. Gary Halbert teaches the tactics that he used to make a connection with his readers.
He suggested that you should open your emails with the date and time, location, and a brief description of your activity before writing about the purpose of the letter.
Then, you should try your best to address the reader by his name whenever possible.
Use simple words and ensure that your content is easy to read so that the reader would have a better time reading it.
Final Thoughts
This book has definitely benefited me as I learned more about marketing and this would be very helpful in future if you are tyring to target certain group of customers and try to get them to buy your products.
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