PDF Summary:The Boron Letters, by Gary C. Halbert and Bond Halbert

In 1984, copywriter Gary Halbert was imprisoned in Boron Federal Prison Camp. There, he wrote his son Bond The Boron Letters: a series of instructions explaining how to get rich marketing products directly to consumers and, more broadly, how to live a happy and successful life. In these letters, Halbert distilled the most important secrets to his success, and anyone with a similar entrepreneurial spirit can use them to make a fortune.

In this guide, you’ll learn how to select a product to sell that’ll make you money and how to write the most persuasive marketing copy possible. More generally, you’ll learn how to take advantage of clear-headed moments to do your best work and recover when you’re feeling mentally drained. In our commentary, we’ll supplement the authors’ advice with perspectives from marketing as well as general self-help. We’ll also update information that’s out of date or incomplete with new knowledge about marketing practices in the digital age.

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Step #3: Build Desire

The authors explain that the next step is to intensify your audience’s desire for your product by describing all the tantalizing benefits that the reader will experience if they buy it. Although it’s likely that your audience already understands how your product would benefit them, spelling out its benefits in detail will help persuade them on an emotional level.

Don’t just describe the product’s immediate uses—convey what the customer’s life will look like if they buy it. To be the most persuasive, use vivid imagery that evokes positive emotions. For instance, if you’re selling organic sleep aids, write about how good the customer will feel when they get out of bed with no mental fog and can appreciate the shimmering peach-colored sunrise.

Alternatively, Appeal to Other Emotions

In Made to Stick, Chip and Dan Heath argue that appealing to your reader’s self-interested desires isn’t always the most effective tactic if you’re trying to make an impression on them. For some particular marketing messages and target audiences, other emotional appeals will be more successful.

For example, one particularly effective anti-smoking advertisement centered its message around intensifying teenagers’ feelings of resentment toward immoral corporations: The television commercial shows a group of protesters piling up hundreds of body bags in front of a tobacco company headquarters, representing the number of people who die due to tobacco use every day. As this example illustrates, vivid imagery can be effective at evoking any emotion—not just self-centered desire.

Step #4: Spur Action

Last, your marketing copy should push the customer to buy your product, write the authors. Offer them a special deal that seems unreasonably valuable but time-sensitive: If they want to buy, they need to do it immediately. These deals are more effective the more personalized they are to the potential customer’s unique life situation. Additionally, provide a reasonable excuse as to why you’re giving them such a special, exclusive deal.

For example, if you’re selling sleep aids, you could send promotional emails exclusively to people who’ve recently bought another tool to improve sleep, like a sleep mask or white noise machine. Then explain that you’re offering three months of sleep aids free with the purchase of a year’s supply. Why? You used to be an insomniac and you know how painful it is, so you want to help other people who struggle with sleeping as much as you can. However, you only have enough funds to offer this deal for a limited time, so they need to act now!

(Shortform note: In Contagious, Jonah Berger argues that the right deal can generate organic word-of-mouth marketing for your product. People want to make themselves seem high-status by taking advantage of deals that few people can get—so if they think your deal is only available right now, exclusively to people like them (as the Halberts recommend), they’ll tell many other people about it. The Halberts recommend making your deal as believable as possible and offering some justification for it, as customers won’t brag about their discovery if they see it as an obvious marketing tactic.)

To increase the likelihood of someone making a purchase, the authors recommend making it as easy as possible for them to order. To do this, explain in your copy, step by step, how they can buy your product. Err on the side of over-explaining to make sure that no customers get confused.

(Shortform note: If you’re selling online, you can make it easier for customers to order from you than ever before. If you place an order form on the same page as your marketing copy, as Russell Brunson recommends in Dotcom Secrets, you can condense the purchasing process into a single step. No need to tell your reader how to navigate to a purchase page.)

Tip #2: Make Your Copy Visually Appealing

Another way you can write persuasive marketing copy is by making sure it looks good on a purely superficial level, argue the authors. Neurologically speaking, people rely heavily on first impressions to decide how they feel about something. If your message is pleasant to look at the very first second they see it, they’ll be much more likely to keep reading. Not only that, it’ll be easier to persuade them because their brain will be biased to interpret your copy in a way that justifies their initial emotional response.

To make your copy visually appealing, design it so that anyone can read it with little to no effort, explain the authors. Use wide margins and a large text size, and include plenty of negative space. As a more general guideline, design your copy to look like the kinds of content that people read for enjoyment. For example, when designing an email newsletter, study how your favorite blog designs visually appealing articles.

The Psychological Effects of Good-Looking Marketing

Psychologists theorize that the reason people align judgments with their first impressions is to avoid cognitive dissonance: the experience of holding two contradictory beliefs. Cognitive dissonance is psychologically uncomfortable. Thus, if we notice that something has one positive quality, we generally assume that all its qualities are positive to avoid the cognitive dissonance of acknowledging that it probably has good and bad qualities. This phenomenon is called the halo effect. This is why it feels easier to believe that a beautiful marketing message is from a remarkable company with a genius product than to consider the possibility that the company is good at marketing but bad at designing products.

There’s another psychological effect working in the favor of good-looking marketing copy, too: When faced with a difficult question like “How valuable is this marketing deal, really?” our brains will frequently substitute that question with one that’s closely related but much easier to answer, like “How does this letter make me feel?” Thus, people will mistake marketing that feels easy and pleasant to read (or that looks like content they already like) as their body signaling to them that the deal they’re considering is desirable and valuable.

Tip #3: Keep Your Writing Simple and Punchy

Another way to make your copy as persuasive as possible is to write in a punchy style that’s easy and enjoyable to read. The authors recommend using short sentences and simple words that everyone knows. Structure your text in short paragraphs that are easy to digest quickly.

More broadly speaking, write in a style that’s clear rather than showy. It doesn’t matter how clever or beautiful your copy is—what matters is how many people it converts into customers. Ideally, people reading your copy won’t think about the way it’s written at all.

(Shortform note: In On Writing Well, William Zinsser argues that all writing—not just marketing copy—benefits from being simple and clear rather than showy. However, he notes that writing in simple, clear prose can be a difficult task. To keep your sentences and paragraphs short and punchy, you need to know a lot of precise words that convey everything you want them to. Otherwise, you’ll have to use long phrases to communicate your ideas, which can clutter up your writing. For instance, “reinvigorating kombucha” is easier to read than “kombucha that gives you back your energy”—but you need to know the word “reinvigorating” to write the first one.)

Tip #4: Study and Imitate the Best Copy

One practical exercise you can improve your copywriting skills is to find some of the best examples of effective marketing copy, then read them out loud and rewrite them longhand, word for word. The authors contend that this will train you to instinctively recognize what makes high-quality, persuasive marketing copy. These instincts will then help you write original marketing copy that reads and sounds like the proven, successful examples you collected.

(Shortform note: The authors don’t offer any scientific evidence to back up their claim that rewriting marketing copy will help build your writing instincts, but there’s plenty of supportive anecdotal evidence: Numerous writers who wrote masterpieces of fiction used this strategy, including Jack London, Robert Louis Stevenson, and Hunter S. Thompson—who typed out the entire novel The Great Gatsby multiple times.)

How to Succeed at Anything in Life

In addition to the tips for direct marketing that we’ve covered so far, the authors provide some general life advice for anyone trying to accomplish ambitious goals. Here are three tips for how to succeed at anything in life.

Tip #1: Build Your Life Around Periods of Mental Clarity

You almost always need a clear head to do your best, most productive work, argue the authors. Mental fog or emotional turmoil will make it impossible to write clear, effective marketing copy. More generally, they make every task seem more difficult and often lead to unwise and unproductive decisions in every area of life.

(Shortform note: In Deep Work, Cal Newport argues that it’s not possible to permanently maintain the mental state necessary for maximum productivity. On the contrary, even experts can only maintain clear, effective concentration for around four hours a day—and to even reach that level, you need to practice exerting this kind of effort. Thus, don’t schedule more than four hours of copywriting or high-stakes decision-making each day unless you want the quality of your work to drop.)

To maximize your productivity, build habits that allow you to work during periods of mental clarity and quickly recover when you’re feeling mentally drained. Getting regular exercise is vital for increasing your mental clarity. Specifically, the authors recommend running, jogging, or walking for an hour every morning as soon as you wake up. This will massively boost your mental clarity from day to day.

(Shortform note: In Spark, John Ratey explains why regular exercise has such a dramatic impact on the quality of your thinking. Our ancestors needed to think quickly primarily while they were hunting, so the human brain evolved to function optimally when the body is active. When you exercise, you balance the levels of dopamine and norepinephrine in the brain, increasing your ability to sustain focus and motivation. Ratey would assert that the Halberts are right to recommend daily runs, as extended aerobic exercise like this offers more neurological benefits than anaerobic exercises like weightlifting or sprints.)

According to the authors, another habit that’s vital for maximizing your mental clarity is maintaining a healthy diet with plenty of fruits, vegetables, and protein. On top of this, try fasting one day a week: You can skip your morning exercise on the day you fast, but don’t eat any food whatsoever. This will help your body rest and reset for the rest of the week. That said, the authors diverge in their opinions on fasting: Although Gary Halbert swears by a weekly fast, Bond Halbert dismisses it as unpleasant and unnecessary.

(Shortform note: Research shows that eating fruits and vegetables can not only boost your mental acuity, but also help fight off depression. One study of 4,000 women found that those who consumed at least five servings of vegetables a day were 19% less likely to develop depression over the next 15 years, and those who ate at least four servings of fruit were 25% less likely.)

To Fast or Not to Fast?

Like the authors of The Boron Letters, modern health experts are divided in regard to whether fasting is beneficial.

In Outlive, Peter Attia warns that the majority of people should think twice before fasting. When you fast, you’re not giving your body the protein it needs, which can lead to dramatic muscle loss over time. This is dangerous because the majority of people already have low muscle mass, which can lead to an increased risk of injury and chronic disease. Furthermore, low muscle mass can increase your risk of insulin resistance, which limits the amount of energy getting to the brain (in the form of glucose), potentially hindering your mental clarity.

On the other hand, Jason Fung argues in The Obesity Code that regular fasting is beneficial for the majority of people. Research shows that fasting helps lower your insulin resistance (which, by Attia’s logic, means that more energy can get to the brain). Fung asserts that the lower insulin resistance caused by fasting decreases the body’s set weight, reducing cravings to overeat and making it easier to permanently lose fat. In regard to Attia’s concern about muscle loss, Fung notes that fasting boosts the production of human growth hormone, which helps the body conserve muscle despite decreased protein intake.

Recover Mental Clarity by Staying Active

When you’re feeling stuck in a mental rut, the authors recommend taking a break and focusing on some other productive action. Even if you’re working on something that isn’t a top priority, productivity-focused effort of some kind will help get you inspired and re-energized.

(Shortform note: In The Subtle Art of Not Giving a F*ck, Mark Manson agrees that productive action is a powerful source of inspiration, and he elaborates that you can leverage this power to overcome another major obstacle in life: procrastination. If you don’t feel like doing something, whether it be because you’re preoccupied with distractions or you’re afraid of failure, taking a productive first step will make you feel more confident and inspire you to do more.)

What kinds of productive action do the authors recommend? Keep two to-do lists: One of important tasks that require mental clarity, and one of simpler yet also productive tasks you can do while mentally drained, like organizing the files on your computer or mowing the lawn. This way, whenever you’re feeling off your game, you can immediately switch to a doable task that still feels satisfying to complete.

(Shortform note: If you keep two to-do lists to make sure you always have something productive to do, be careful not to fall into the trap of believing that you always need to be productive. In Four Thousand Weeks, Oliver Burkeman warns that if you adopt this mindset, you’ll spend all your time thinking about the future instead of living in the present, and you’ll feel guilty whenever you’re not being productive. To avoid this, Burkeman recommends intentionally scheduling time to do something purposeless: Have fun and practice the vital skill of enjoying the present moment.)

Tip #2: Cultivate the Right Mindset

According to the authors, your mindset is the biggest factor that determines whether you’ll succeed. Specifically, cultivate the qualities of motivation, consistency, and resilience.

First, work up a strong sense of motivation. The authors contend that if you’re motivated to pursue success for its own sake, you’ll be able to make money without feeling like you’re trying. Thus, when deciding what to sell, make sure to choose something you’re excited to work with.

(Shortform note: In The Motivation Myth, Jeff Haden recommends cultivating as much motivation as you can by choosing to spend your time on something that you’re not just excited about, but that fulfills you in multiple areas of life. For example, you may start a business with your significant other to fulfill your career ambitions and spend more time with the person you care about most.)

Second, commit to consistently working hard and practicing habits that lead to success, even when unforeseen problems disrupt your life. The authors explain that over a long enough timeframe, everyone gets offered opportunities for wild success. However, you can only take advantage of these opportunities if you’re ready for them; that is, if you’ve built habits that allow you to tap into your full potential at work every day, like the ones we discussed in the previous section. You’ll never have the perfect conditions to build these habits, so consistently work on them no matter what unexpected obstacles appear.

(Shortform note: The Halberts assert that as long as you keep practicing productive habits despite the problems in your life, opportunities for success will come along. In The Obstacle Is the Way, Ryan Holiday flips this idea, arguing that every problem is, in itself, an opportunity for success. Every tragedy has a hidden upside you can claim if you choose. For example, if your most insufferable co-worker gets moved to your team, you can practice the productive habits of patience and personal boundaries. This is a chance to strengthen your moral character that you otherwise wouldn’t have had.)

Finally, develop an attitude of mental resilience. Life is hard, but you can conquer it by cultivating a willingness to move forward despite the pain, argue the authors. Once you become mentally resilient, your demeanor will instinctively change, and it’ll be easier to gain respect from others. Working out and building muscle can help you cultivate this resilient mindset.

(Shortform note: In Discipline Equals Freedom, Jocko Willink asserts that martial arts is one of the best forms of exercise for developing resilience. Not only will martial arts help you build muscle and feel like you can defend yourself, it’ll also teach you how to persevere through painful situations. In particular, Willink recommends jiu-jitsu, as it’s a complex and intellectually stimulating martial art that emphasizes the ability to escape from fights. Research shows that people who practice jiu-jitsu are not only more self-confident (supporting the Halberts’ assertion that resilience helps you earn the respect of others), but they’re also more likely to be tolerant and respectful of others.)

Tip #3: Avoid Unhealthy Social Relationships

The authors warn that if you’ve set an ambitious goal—and especially if your goal is to make a lot of money—most people will protest and try to discourage you, including your family and close friends. The more great things you accomplish with your life, the more likely they are to feel bad about not accomplishing as much.

(Shortform note: What can you do if you find that you’re the one jealous of your friends’ success? One potentially helpful tactic is to ask yourself what you can learn from them. If someone is a success, they’re doing something right. If you have the chance to study their strategies and systems, you can use their success to help yourself, turning it from a problem into something to celebrate.)

To avoid getting discouraged, be ruthless in cutting unsupportive people out of your life. Many people feel a sense of guilt or obligation to indefinitely maintain their close relationships, even if those people continuously make life harder and less pleasant. This will make it much more difficult to motivate yourself to succeed and will generally make life less fun. When cutting people out of your life, don’t purposefully try to hurt or offend them, but don’t feel bad about spending little to no time with them, either.

(Shortform note: While the Halberts recommend completely eliminating unhealthy relationships from your life, other experts might call this rule unnecessarily strict. In Set Boundaries, Find Peace, Nedra Glover Tawwab warns that people who cut off relationships too readily often lose friends that otherwise would have brought them joy and are more likely to end up lonely. Instead, if you learn to set and enforce consistent boundaries with the people in your life, you can prevent them from being a negative influence on you without cutting them off completely.)

Instead of nurturing unhealthy relationships, the authors recommend spending time with ambitious people with aspirations similar to yours, or people who have already achieved success. You’ll be much more likely to succeed if your friends are a constant source of encouragement and are willing to help you reach your goals.

(Shortform note: In Build the Life You Want, Arthur C. Brooks and Oprah Winfrey warn that if you surround yourself exclusively with friends who can do something for you—for instance, offering professional connections or career inspiration—you risk building a social life that seems healthy but is emotionally unfulfilling. It’s typically impossible to be your fully authentic self in these transactional relationships, since such vulnerability would mean risking the professional help you need them for. In contrast, Brooks and Winfrey argue that the people who add the most fulfillment to your life are useless to you: The only thing they have to offer you is their friendship itself.)