MOC: [[COPYWRITING]] Recommandé par : / Date : {{date}} Auteur: [[Gary Halbert]] Tags: #livre Note : *** # The Boron Letters ## 📚 Book Summary This is a summary of *[The Boron Letters](https://www.amazon.fr/Boron-Letters-Gary-C-Halbert/dp/1484825985)* by Gary Halbert. The book is composed of 25 letters sent by the author to his son, from jail. It encompasses life lessons along with a copywriting masterclass. The book includes notes from the son, bringing updates to the content that is outdated. This book is a great starting point for whoever wants to learn copywriting while enjoying heartwarming personal storytelling! Here are 3 lessons from it: 1**/ How to Write Copy** Best copywriters keep pen and paper with them at all times. Best ideas and headlines are born written by hand. Once you have a great idea and headline, you should: - Perform a brain dump. - Browse your existing notes. - Formulate an outline. - Draft your copy. - Edit a lot. - Do a final check and polish your copy. 2**/ Power List** Some words go straight to the heart and mind of your reader, wether they are positive or negative words. These are called “power words”. You should always keep a list of power words at hand to polish your copy and especially your headlines. Replacing blend adjectives with power words will grant you significantly more attention. **3/ How to Polish Copy** No benefit is too obvious to be stated. Same goes for your CTA. About your layout, it should be visually attractive. Your headline as well should be crisp, clean, contrasting and easy to read. Finally, to make your copy easier to read, you should use simple words and write short sentences and paragraph. Here are some good ideas to make it even better: - Ask questions, then answer them. - Use “so on”. - Use parenthesis (smartly) for eye-relief. A final test to ensure your copy is smooth is to read it out loud. You should not stumble. ## ✅ Actionable Advice **1/ Build your own content factory:** - Write your ideas and headlines in a notebok. - Transfer to digital and brain dump ideas. - Dig into existing notes for extra juice. - Jot down your outline. - Draft your copy. - Edit and cut as much as possible as many times as necessary. **2/ Build your own power list:** - Browse copy that resonates with you. - Identify 20 words from headlines that make you want to read some more. - Divide it into positive and negative words. - Keep your list at hand to polish your headlines. **3/ Use this checklist before posting:** - The benefits for reading and the action you want your reader to take are clearly stated. - There are no complicated words. - There are no long sentences or paragraphs. - The layout is visually attractive. - The copy can easily be read out loud without stumbling.