How the greatest copywriter of all time chose his “winners”
In an interview with Ben Settle, Dan Gallapoo shared what he learned from the great copywriter Gary Halbert.
His most important lesson?
Gary Halbert always said: “Motion is better than meditation.”
Loosely translated: “Just do it, then see what happens – and don’t think about it forever.”
So one day Gary Halbert wrote an macedonia telegram screening ad for a book. The ad appeared in a magazine and was a total flop.
Gary Halbert wasn't angry. Not devastated.
Yes, almost emotionlessly he shrugged his shoulders and said:
“What else do we have?”
He put it aside and moved on.
He didn't want to "improve" the ad or change the headline. The thing was dead.