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So honored to have spent the time today catching up with one of the greats from a very successful copy-writing family, Kevin and I discuss his father Gary, $500M Letters, White Mustang convertibles and a whole lot more…

I hope you enjoy…  And I’ve laid out the timeline below the audio if you want to dive to a specific item.

Please leave a comment below and tell me your thoughts…

Or if you have any questions, please ask away…

 

Kevin Halbert Transcript – Download

Notes & Timemarks

1.30 – Kevin’s Family upbringing into Copy-writing

3.45 – Persuasion, it’s a lifetime of experiments

7.30 – The gene’s required to Motivate

8.30 – Cave Men/Women & Malsow’s Hierarchy of Needs
http://en.wikipedia.org/wiki/Maslow%27s_hierarchy_of_needs

10.30 – Survey Importance & How to get yourself a private driver

14.15 – It’s in the blood, but always sell true value

16.30 – The ‘Halbert’ name lives on

17.45 – Good Copy can Buy Baseball teams

18.15 – Living in the shadow of greatness

21.00 – Inherited Mojo

21.45 – There isn’t just one way to write great copy

22.30 – Ringing the dinner bell

23.30 – You need to feel your writing

24.00 – Know, Like, Trust

25.00 – Conversational or Structured

26.30 – Storytelling & The Da Vinci Code Engagement

29.00 – Subject Lines need to be their feelings

30.00 – BS detectors

30.30 – Obsessing over your products to write well

33.00 – Never, Ever change the Copywriters Copy

36.00 – The Subject line that gets emails opened

38.15 – Getting into Copy-writing mode

40.30 – Refining your work

41.15 – Where-ever creativity strikes, capture it, its precious

46.15 – Where Cargo Pants came from

46.45 – Gather all the information

47.30 – Where to start writing and where to stop

49.30 – The benefit of Direct Mail

50.00 – Say it straight or tell a story

50.45 – Write for the Kiss

52.30 – Where to next..? Forward or Backward

54.45 – Foundation or Quick Fix

56.15 – Value is timeless

57.15 – Now is a time for trust

58.30 – Oprah & Celebs

60.00 – Robotic writing

61.30 – Weigh points in Copy

63.30 – The $500M Letter – Breakdown
http://www.thegaryhalbertletter.com/MarkJoyner/hp2.htm

64.30 – Passion & Staying with it

66.15 – What 25 million emails a day teaches you

68.45 – Final Word, Simplicity & Selfish Needs
http://www.amazon.com/First-Hundred-Million-Rocket-Titles/dp/0978388372

73.00 – END