Do you believe in magic? Maybe you will after the following story:
After Gary Halbert died, a former client of his approached Dan Kennedy. The client wanted Dan to try beating a control that Halbert had written.
To Kennedy’s eagle eyes, Halbert’s control certainly looked beatable. There were obvious things that Kennedy could see to attack. Besides, the control was written years or decades earlier, and was starting to fatigue.
So Dan Kennedy, expert copywriter that he is, tried to beat Halbert’s control — and he failed.
Looking back on it, Kennedy said there was some magic in Halbert’s copy. You couldn’t see it… but it was there, and customers responded.
Do you believe that? The magic part? In case you do, let me tell you a second Halbert story, which might shoo the magic away:
Back in the 2000s, Halbert got into daytrading. He was making money daytrading online. And being a direct marketer, he naturally started selling his expertise to people who wanted to learn daytrading also.
And get this:
Halbert went to daytrading school. Even though he already knew what they would teach him. In other words, he paid some guy a lot of money and went day after day… month after month… to hear stuff he already knew and was already doing.
Why would he possibly do something so silly and wasteful?
According to Caleb O’Dowd, who apprenticed as a teenager under Halbert, it was an act of undercover copy detective work. Halbert went to daytrading school so he could hang out with all the other would-be daytraders, and talk to them, and hear their stories and fears and motivations. Day after day after day.
Maybe that’s how the magic got into his copy.
Caleb said this is the kind of thing very few marketers are willing to engage in. But those who do inevitably wind up at the top of their market. They don’t just succeed, they have breakthroughs, and they make millions.
Anyways, this was one little snippet I heard during Caleb’s segment in this month’s issue of Steal Our Winners. Caleb’s segment was about how he goes into markets where he has no business being, and how he quickly rises to the top in spite of established, bloodthirsty competition.
If you want to know how he does it, I’ll tell you:
Caleb comes up with offers that overcome his lack of credibility, and which can compensate even for poor advertising.
If you want to know the full details of the offers Caleb makes, I suggest you check out his Steal Our Winners segment. From what I understand, the issue is still available, for a grand investment of exactly one (1) of your dollars.
You can find out more at the link below. But first, a warning:
The link below is an affiliate link. That’s because last month, I wrote an email promoting Steal Our Winners with no affiliate link, since I think what they’re doing is so great.
And then Rich Schefren and the good people at Agora got in touch with me and offered to give me a cut of your $1, should you choose to wager it.
Perhaps take that into consideration when deciding whether you truly want this information. In any case, here’s the link: