It is not rare to think about a book being written when the author is in jail and being published to the outside world. Most of these books discuss about what should be done to avoid us from being in the boots of the author. But, have you ever thought of a book with a wide range of skillset being written in prison? The Boron Letters by Gary C. Halbert is something unique.
Gary C. Halbert is considered as one of the most influential yet controversial figures in the world of marketing and copywriting. Although he was not a polished academic, he was skilled in persuading people with his writings which turned readers into his clients. His infamous letter Coat of Arms became the breakthrough into the world of marketing writing where he generated millions in revenue and became a case study in direct response success. He was sent to Boron Federal Prison in 1984 over conviction of mail fraud regarding promoting Coat of Arms and sending spam most of the time.
Halbert started compiling the book from behind bars and there were no corporate editors smoothing the edges. The original version of the book had no cover and was nothing more than a compilation of letters rather than a full-fledged book. In 2013, Bond Halbert (his son) revised the original and turned it into a book published by CreateSpace Independent Publishing Platform in 2013.
At its core, The Boron Letters is far more than a marketing manual. It is a holistic guide to living effectively while mastering the craft of selling through words. The letters unfold chronologically, starting with foundational life advice before transitioning to business acumen.
He emphasises on HALT (Hungry, Angry, Lonely, Tired) – a concept stating that making decisions during those times leads to terrible decisions. He also emphasises saying that to quench the HALT before making any sort of decisions. This is one of the many health tips he gives on when should one make decisions effectively.
The AIDA (Attention, Intention, Desire, Action) is a concept considered holy by marketeers mentioned by Halbert which leads to perfect marketing strategy. He also talks about defining hungry customers who are looking to get their problems solved and ways on how to manipulate them and drive them to the product we are dealing with.
Halbert’s writing method makes the complex ideas digestible for anyone. Readers from various academic backgrounds take a look at his letters and use the samples to create persuasive copies. He avoids using jargons and uses lots of stories and analogies. One task that he mentions is to write daily, test ideas on friends and refine based of feedback.
The Boron Letters is a must read for those who want to start their career in marketing. As per the skills and words written by Halbert, it is no doubt that this would be regarded as his piece de resistance. Like what Francis Bacon said, “Some books are meant to be read, some to be chewed, and some to be digested.” This is a book which is to be digested.
The writer is a journalist
