Looking For Halbert's "Secrets of the Water Ad"

by Ken Strong

Posted: 12 years ago 13 replies

COPY WRITING

I'm searching for one of Halbert's letters where he explains how he wrote his famous water filtration ad. I've gone through his newsletter site and found one letter that reprints the ad itself while asking for comments, and another letter called "More Secrets of the Water Ad" that apparently came afterwards. But I can't find the first newsletter explaining how he wrote the ad. I've already Googled extensively; anyone have a copy or know where it is?

Thanks!

#halbert #secrets of the water ad

Dean Jackson 12 years ago

I've been looking for this one too

Somebody... anybody!!

Dean
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max5ty

12 years ago

Originally Posted by Ken Strong

Is this what you're looking for?

The Gary Halbert Letter

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1 reply

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Dean Jackson

12 years ago

Originally Posted by max5ty

Is this what you're looking for?

The Gary Halbert Letter

That's the one!

Thanks for this man. I searched around but could never find it on the site.

Best regards
Dean

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2 replies

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Kay King 12 years ago

The Gary Halbert Letter

is a good earlier newsletter focusing on the ad copy
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Hugh Thyer

12 years ago

The explanation wasn't written by Gary himself. In the PS he mentions it was written by 'a guy called Alexi'.

Alexi is Alexi Neocleous from Australia. You can find out more about him here:
MarketingBump.com

Since writing this explanation for Gary Alexi has gone onto be one of the world's top copywriters and is behind some pretty massive launches.

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Ken Strong 12 years ago

That's it, thanks! I don't know why I had so much trouble finding it at his site...
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Michael Silvester

12 years ago

Originally Posted by Hugh Thyer

Hugh,

I think you'll find that most people from Australia are Awesome!

Michael Silvester

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Bruce NewMedia

12 years ago

Originally Posted by Michael Silvester

Hugh,

I think you'll find that most people from Australia are Awesome!

Michael Silvester

That's what everyone in Australia keeps telling me!!!!

Changing mood, does anyone know how well that water filtration ad/promotion did? From the moment I saw that story and the concept, I thought it was genius...did it work?
_____
Bruce

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Ken Strong

12 years ago

Originally Posted by brucerby

Changing mood, does anyone know how well that water filtration ad/promotion did? From the moment I saw that story and the concept, I thought it was genius...did it work?
_____
Bruce

There's another letter on Halbert's site called "More Secrets of the Water Ad" where he gives a bit of followup -- apparently the company self-destructed not too long after and the CEO went to prison, IIRC.

In the letter, Halbert takes full credit for doing all that.

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Mr. Subtle

12 years ago

Originally Posted by Ken Strong

... apparently the company self-destructed not too long after and the CEO went to prison, IIRC.

Not sure what you mean by "self-destructed" but they have been around before, during and after Halbert's letter:

Filtration Bottles by Seychelle Environmental

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Ken Strong

12 years ago

Originally Posted by Mr. Subtle

Not sure what you mean by "self-destructed" but they have been around before, during and after Halbert's letter:

Filtration Bottles by Seychelle Environmental

"Self-destructed" was the wrong word to use. I was just relaying what Gary claimed in the letter, which was that he had destroyed the company single-handed in four days and sent the CEO to prison:

The Gary Halbert Letter

And Gary would never exaggerate about something like that...

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Alex Cohen

12 years ago

Originally Posted by Hugh Thyer

Great hook at that site:

"Announcing A Marketing Agency
That Guarantees To Outpull Your
Best Ad Or Online Split Test"

Alex

Thanks
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Zero 12 years ago

Originally Posted by Alex Cohen

Great hook at that site:

"Announcing A Marketing Agency
That Guarantees To Outpull Your
Best Ad Or Online Split Test"

Alex

Exact same ad the ad agency Gary Bencivenga used all those years ago. Cool site.
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Looking For Halbert's "Secrets of the Water Ad"

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