You know those emails you just have to open?
The ones that suck you in, make you want to click, buy, or just stick around till the end?
Yeah. Gary Halbert is why.
This guy was a legend. One of the greatest copywriters of all time. The king of persuasion. And lucky for us, he’s left behind a playbook.
It’s got 5 key principles that can turn your emails from “meh” to “shut up and take my money.”
Let’s dive in.
1. The Starving Crowd
Imagine you’ve got a hot dog stand.
Where’s the best place to set it up? Some fancy food court? A farmer’s market? Nah. The answer is… wherever people are starving.
That’s the first principle. If your audience wants what you’re selling, half the work is done. Find the “starving crowd.”
Your emails need to target people who are already hungry for your solution. Talk directly to their desires, fears, and frustrations.
When you know what they want, your emails won’t just be read. They’ll be devoured.
2. Your Offer is Everything
Ever buy something because it was just too good to pass up?
Like, you weren’t even planning to spend money, but suddenly you’re pulling out your wallet?
That’s what a killer offer does. And Gary always said the offer is more important than the copy itself.
You could write the best email in the world, but if your offer sucks… no one’s biting. Make it irresistible.
Give them more than they expect. Throw in bonuses. Discounts. Limited-time deals. Make it feel like they have to grab it before it’s gone.
3. Emotional Copy > Logical Copy
Here’s the truth: People don’t buy logically. They buy emotionally. Then, they justify it with logic afterward.
Gary understood this better than anyone. That’s why he always said to start with emotions.
Your emails need to make people feel something. Maybe it’s excitement. Maybe it’s relief. Maybe it’s fear of missing out. Whatever it is, emotion is the key to persuasion.
Once they’re hooked emotionally, they’ll find a way to make sense of the decision logically. That’s how you get ‘em.
4. Use Simple, Clear Language
Big words don’t sell. Clear ones do.
Gary knew that people don’t want to think too hard when they’re reading. They want things spelled out for them. Keep it simple.
Use words a 3rd grader could understand. That doesn’t mean you’re talking down to them. It just means you’re making it easy to read.
Your readers are busy. Distracted. If your email isn’t clear, it’s gone.
Short sentences. Short paragraphs. Punchy. That’s how you keep ‘em hooked.
5. Headlines Are the Hook
Your email’s subject line or headline is like the opening scene of a movie. If it doesn’t grab attention fast, no one’s sticking around for the rest.
Gary knew how to hook people in the first few words. You need to do the same.
Make your headline so intriguing they have to open it. Be bold. Be curious. Make a promise that’ll make them need to know more.
Ask a question. Make a big claim (not too big though). Or spark curiosity. A good headline gets them through the door.
Final Thoughts
Gary Halbert’s 5 principles are simple but powerful. They’ve worked for decades and still work today.
Find your starving crowd. Make them an offer they can’t refuse. Tap into their emotions. Keep it simple. And grab ‘em with your headline.
Follow these, and your emails will stop being boring and start being… well, unforgettable.
Have fun stormin’ the castle,
Daniel Matievich