The Boron Letters -pdf- -

Scan any page of the PDF. Count how many times Halbert writes "You" versus "I" or "We." He forces the reader to see themselves in the product. He teaches you to write like you are having a one-on-one conversation over coffee, not a lecture to a stadium.

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Pro Tip: The best way to get a clean, searchable PDF is to purchase the Kindle version, then use Amazon’s conversion tools to export it as a PDF for your personal use. Scan any page of the PDF

Now, for the critical part of this article. You want the PDF. Here is the truth about finding it: Pro Tip: The best way to get a

Gary Halbert famously told his son to copy sales letters by hand. Do the same with this PDF. Take a yellow legal pad and physically rewrite Letter #1 through Letter #20. This ingrains the rhythm of the sentence structure into your muscle memory.

In the letters, Halbert obsesses over the space right above the salutation ("Dear Friend..."). In an email, this is your subject line and preview text. In a PDF sales letter, this is the first 3 lines. He teaches you how to use that space to bribe the reader to continue.

After reading Letter #5 (which covers the "Johnson Box"), open your own email swipe file or landing page. Rewrite your headline using Halbert's specific formula. Compare the old version to the new version. You will see a 200% improvement instantly.