The Lazy Man's Way To Riches worth it?

21 replies
I've been going through the demands of the Gary Halbert
letter. One "required" reading is The Lazy Man's Way To
Riches
and I am wondering if one of you that has read it
can verify it is worth reading from a copywriting point of
view. I ask because many of the "letters" are lifestyle based
and I am really not interested in that aspect that Gary has
to teach.
#lazy #man #riches #worth
  • Profile picture of the author gjabiz
    Originally Posted by IDoTheLegWork View Post

    I've been going through the demands of the Gary Halbert
    letter. One "required" reading is The Lazy Man's Way To
    Riches
    and I am wondering if one of you that has read it
    can verify it is worth reading from a copywriting point of
    view. I ask because many of the "letters" are lifestyle based
    and I am really not interested in that aspect that Gary has
    to teach.
    First, I don't understand what you mean about "lifestyle" based, could you give some explanation?

    From a copywriting standpoint, IF one is going to copy any ad by hand, this should be one of the first, and repeated ads to copy out in longhand.

    Joe told me it took him just a couple of hours to actually WRITE it...but, he did a LOT of thinking about it before he put pen to paper.

    Another interesting thing is, Joe didn't keep lists of his early buyers, maybe as many as 25k were tossed in the trash can....Harvey Brody helped Joe put his customers on a list (as an aside, Harvey also helped Joe Sugarman, Bud Weckesser and even Gary Halbert with list management).

    The Lazy Man's Ad is one of the most succinct and pithy ads which hit the emotional buttons with Robin Hood arrow accuracy.

    But, I don't think it is a "lifestyle" ad, then again, I have no idea what you mean by this.

    gjabiz
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    • Profile picture of the author IDoTheLegWork
      Originally Posted by gjabiz View Post

      From a copywriting standpoint, IF one is going to copy any ad by hand, this should be one of the first, and repeated ads to copy out in longhand.
      Sorry I wasn't clear. I am talking about the book not the ad.
      Both are listed in the "required" reading.
      Signature

      ..and you WILL contribute a verse.
      Indifference is the enemy that must be conquered.
      Appeal to the crowd by addressing the person.

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      • Profile picture of the author gjabiz
        Originally Posted by IDoTheLegWork View Post

        Sorry I wasn't clear. I am talking about the book not the ad.
        Both are listed in the "required" reading.
        OK, I see.

        The book had one of the lowest returns of almost anything in the industry at the time. People loved it BECAUSE it matched the ad.

        If your product doesn't match the message you used to sell it, like so many of today's online promotions, you'll see huge returns.

        Joe got into just a little bit more detail in the book to AMPLIFY and to REINFORCE the buying decision. All good direct response marketers do this, they take some time to tell their buyers how SMART they are and what a good decision they have made.

        Very few people have the back ends Joe offered, or have seen his MAIL, yes the USPS mail offers for his back-ends. Once he started saving his list of buyers, he had other back-end offers.

        The second benefit, in addition to see product match to message is, you see what a short and brief report looks like, one which thousands of people paid 10 dollars to get.

        The book is in two parts, part one about his mail order business, part two (Joe's favorite) was about Dyna-Psych, sort of like The Secret of today. Much of it based on Robert Collier's work, The Secret of the Ages.

        He did have back-ends for both, and the more targeted of the two, the THOUGHT crowd, had higher priced offers to it. The Biz-Op crowd got more 14.95 and such offers.

        Another benefit of having the book is to observe a popular writing style, a guidebook to creating information products, if you will.

        At the time, there were about 9 popular books along the same lines, including those by Jerry Buchanan, Hubert Simon, Bud Weckesser, Ben Suarez and others. I believe Joe's ad beat them all. With maybe the possible exception of Dean F.V. DuValls book, $100,000.00 in 90 days book. Also a great ad to study and a dual report also.

        The secret ingredient to all of this is YOUR thinking...how are you learning and what are you learning from these exercises. It has been my experience that most new copywriters have NOT set up a system for capturing what they are learning and HOW to apply it.

        So, get the book if you can afford it, but know WHY you should get it and what you expect to learn from it, OK?

        gjabiz

        PS. Here's a lift letter from one of Joe's mail promotions. Read it carefully, it got a lot of people to jump off the fence.
        http://www.angelfire.com/biz/gjbiz/joekarbo22.jpg

        Also, in the interest of SHOWING you how Joe did a direct response mailing, here is the first page of his mail piece. It is also worth writing out, a great blind offer.
        http://www.angelfire.com/biz/gjbiz/joekarbo44.jpg
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        • Profile picture of the author IDoTheLegWork
          Originally Posted by gjabiz View Post

          So, get the book if you can afford it, but know WHY you should get it and what you expect to learn from it, OK?
          Excellent, thank you. Your post clarified both for me. And
          thank you for the links, very useful.
          Signature

          ..and you WILL contribute a verse.
          Indifference is the enemy that must be conquered.
          Appeal to the crowd by addressing the person.

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        • Profile picture of the author IDoTheLegWork
          Originally Posted by gjabiz View Post

          The book had one of the lowest returns of almost anything in the industry at the time. People loved it BECAUSE it matched the ad.
          I was reading the book and your post popped into my mind. I
          think it's an important lesson that the marketing doesn't stop
          with the sale. Many examples in the books of the Gary Halbert
          letter mention a follow up but your comment really solidified the
          idea that preventing returns is part of the marketing equation
          and tying the product back to the advertising is crucial.
          Signature

          ..and you WILL contribute a verse.
          Indifference is the enemy that must be conquered.
          Appeal to the crowd by addressing the person.

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  • Profile picture of the author MatthewRHallEsq
    Originally Posted by IDoTheLegWork View Post

    I've been going through the demands of the Gary Halbert
    letter. One "required" reading is The Lazy Man's Way To
    Riches
    and I am wondering if one of you that has read it
    can verify it is worth reading from a copywriting point of
    view. I ask because many of the "letters" are lifestyle based
    and I am really not interested in that aspect that Gary has
    to teach.
    Do you mean you're not interested in living the Gary Halbert lifestyle (understandable - even a minimum security prison sounds like a drag), or do you mean you want to write copy for products rather than selling a lifestyle (provided, of course, by a specific product or service)?

    Maybe you can see where I'm going with this.

    People aren't buying the product or service, they're buying the lifestyle that product/service will allow them to have. "Buy this stock portfolio report and in a year you can conduct your trades from a beach in the Carribean!" etc. That's part of what makes the "lifestyle" ads worth copying, even if you're not (or at least you think you're not) selling a lifestyle with your business.

    Like gjabiz said, this ad (and every other Halbert recommends) is worth writing out.
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  • Profile picture of the author TracyBelshee
    I think he's referring to the book?
    Signature
    I may be riding a trike, but it's a badass trike.

    **CAUTION**
    Advice and opinions in the post above are from an amateur. Stay back 50 feet, salt shaker at the ready.
    You've been warned.
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    • Profile picture of the author JDWater
      The book is more of a lifestyle book, you can find it free online and it isn't a long read.
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      • Profile picture of the author IDoTheLegWork
        Originally Posted by JDWater View Post

        The book is more of a lifestyle book, you can find it free online and it isn't a long read.
        I think you made the same mistake I did initially. The one you
        can find online is by Paul Eddie. The one by Joe Karbo was
        printed in the 1970s. I haven't been able to find the Karbo one
        online, but it is available on Amazon for around $20.
        Signature

        ..and you WILL contribute a verse.
        Indifference is the enemy that must be conquered.
        Appeal to the crowd by addressing the person.

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        • Profile picture of the author Tim R
          Originally Posted by IDoTheLegWork View Post

          I think you made the same mistake I did initially. The one you can find online is by Paul Eddie. The one by Joe Karbo was printed in the 1970s. I haven't been able to find the Karbo one online, but it is available on Amazon for around $20.
          You're not looking very hard if you can't find it online.
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          • Profile picture of the author IDoTheLegWork
            Originally Posted by Tim R View Post

            You're not looking very hard if you can't find it online.
            Care to point me in the right direction?
            Signature

            ..and you WILL contribute a verse.
            Indifference is the enemy that must be conquered.
            Appeal to the crowd by addressing the person.

            {{ DiscussionBoard.errors[9476734].message }}
            • Profile picture of the author Tim R
              Originally Posted by IDoTheLegWork View Post

              Care to point me in the right direction?
              Google practically finds it for you by suggesting what to search for.
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              • Holy Search Engines Tim,

                You mean if I type in specific words into a search engine's box it will give me results?

                Wow, I had no idea.

                UPDATE: Tim. I don't believe in search engine use, but I went ahead and did what you said. I found it in seconds. I should have done the leg work first.

                Originally Posted by Tim R View Post

                Google practically finds it for you by suggesting what to search for.
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  • IDoTheLegWork

    Originally Posted by IDoTheLegWork View Post

    I've been going through the demands of the Gary Halbert
    letter. One "required" reading is The Lazy Man's Way To
    Riches
    and I am wondering if one of you that has read it
    can verify it is worth reading from a copywriting point of
    view. I ask because many of the "letters" are lifestyle based
    and I am really not interested in that aspect that Gary has
    to teach.
    So you don't want to do the leg work?

    Get this. This is COPYWRITING 101. If a master copywriter instructs you to read, write or recite a book, letter, advertorial - your only answer should be "Will Do!"

    Copywriting isn't about how much you like or dislike a topic or materials required to read. It's about constant ingestion.

    I read my spam subject lines and body copy in the hopes I learn a new swipe to use. I may not like their content or subject but I look past that.

    Now what you write about is at your discretion, but don't come into this craft with a bias. You will lose out on potential message crafting when you put yourself before your craft.
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    • Profile picture of the author IDoTheLegWork
      Originally Posted by ThePromotionalGuy View Post

      IDoTheLegWork
      So you don't want to do the leg work?
      I have no problem if my legs move me toward my intended
      destination.

      Originally Posted by ThePromotionalGuy View Post

      Get this. This is COPYWRITING 101. If a master copywriter instructs you to read, write or recite a book, letter, advertorial - your only answer should be "Will Do!"
      That's the thinking of despots and sheep.

      After reading the Boron Letters I've come to the opinion that
      Halbert, while undeniably a master copywriter, move beyond
      the realm of teaching and into the realm of indoctrination.

      Trust but verify, that's my motto; and is in itself doing the
      leg work.
      Signature

      ..and you WILL contribute a verse.
      Indifference is the enemy that must be conquered.
      Appeal to the crowd by addressing the person.

      {{ DiscussionBoard.errors[9476397].message }}
      • You have really missed the whole point.

        Good luck in your endeavors.

        Originally Posted by IDoTheLegWork View Post

        I have no problem if my legs move me toward my intended
        destination.



        That's the thinking of despots and sheep.

        After reading the Boron Letters I've come to the opinion that
        Halbert, while undeniably a master copywriter, move beyond
        the realm of teaching and into the realm of indoctrination.

        Trust but verify, that's my motto; and is in itself doing the
        leg work.
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  • Profile picture of the author RickDuris
    Originally Posted by IDoTheLegWork View Post

    I've been going through the demands of the Gary Halbert
    letter. One "required" reading is The Lazy Man's Way To
    Riches
    and I am wondering if one of you that has read it
    can verify it is worth reading from a copywriting point of
    view. I ask because many of the "letters" are lifestyle based
    and I am really not interested in that aspect that Gary has
    to teach.
    First, I'm extremely impressed you're taking on the challenge.

    Second, you should make it a must and get that book. There is a passage in that book that is the essence of copywriting, at least for me.

    It's so important, Mac Ross would read it out loud to everyone at Jay Abraham's events way back when.

    That should give you an inkling of how important that book is to your copywriting education.

    - Rick Duris

    Signature
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  • Profile picture of the author gjabiz
    But here is one version of it, almost all were just like this with minor changes.

    Popular Science - Google Books

    Hope it works.

    gjabiz
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  • Profile picture of the author IDoTheLegWork
    Found it. It popped up between the typing and the pressing
    of the search icon. Must have missed it on my first pass,
    when I was doing the leg work. The book actually does not
    show in the end result if you type The Lazy Man's Way To
    Riches Joe Karbo and hit return. Weird.

    And I tried to hold off but, ThePromotionGuy you are an ass.
    Signature

    ..and you WILL contribute a verse.
    Indifference is the enemy that must be conquered.
    Appeal to the crowd by addressing the person.

    {{ DiscussionBoard.errors[9476851].message }}
    • And you are lazy. Better an ass than a sloth.

      Originally Posted by IDoTheLegWork View Post

      Found it. It popped up between the typing and the pressing
      of the search icon. Must have missed it on my first pass,
      when I was doing the leg work. The book actually does not
      show in the end result if you type The Lazy Man's Way To
      Riches Joe Karbo and hit return. Weird.

      And I tried to hold off but, ThePromotionGuy you are an ass.
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  • Profile picture of the author JamesDLayton
    "I can tell you how to write an ad in one word. Don't."
    -Joe Karbo
    Signature
    "We are what we think about
    all day long." - Earl Nightingale
    One of the easiest transformations I ever undertook as a copywriter was reading that quote every day.
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