Bond Halbert - The Halbert Copywriting Method Part III: The Simple Fast & Easy Editing Formula That Forces Buyers to Read Every Word of Your Ads!

The Halbert
Copywriting Method
Part III- Editing

The Simple, Fast, and Easy Editing Formula That Forces Customers To Read Every Single Word You Write!

By Bond Halbert

Copyright Bond Halbert 2015

Table of Contents

Foreword

Intro

Why This Information is So Valuable

Why Listen To Me

Things To Know First

What This Book Is Not
What To Expect

Section One- Things To Know First
Editing Strategy
Time To Allow For Editing
5 Tips For Better Editing

When To Break The Rules of Grammar

Section Two- Helping Readers Decide To Dive In To Your Copy

Eye Relief

Break Up Long Paragraphs

Breaking Up Sentences
Punctuating Tips
Fonts, Backgrounds & Line Spacing

Formatting for Sales- Print

Inserting Subheads

Section Three- Editing For Clarity
The Trick To Finding Errors Professional Editors Miss

That Hunt

Big Word Hunting

Repeat Word Hunting

Transitions

Section Four- How To Keep Them Reading
Cliffhangers

Rearranging Sentences So Punch Is At The End

Section Five- How To Punch Up Copy

Highlighting Words & Phrases
How To Find and Insert Power Words
Qualifier Hunt

The Halbert I To You Formula
Using Technical Jargon For Authority
Move Answers Up

The "So What" Test
Editing Checklist
More Resources

Free Bonus!

At the end of this book you will find a checklist which should remind you of every piece of my magic editing formula and to make your life even easier... I'm making a very special bonus offer.
If you email me proof you purchased this book, I'll send you a notepad with my magic checklist printed on each page.

Now this offer is only good for as long as supplies last but be warned.

The checklist is only a reminder of each part of the editing formula.

You still want to read every word of this short yet powerful book because in most cases I have added my own twists to many of the standard copy editing techniques and of course I have added a lot of brand new ways to punch up copy which have never been shared with the copywriting world.
To get your notepad, email me a copy of your receipt for either the printed or eBook version to
I'll also send you my other checklists as they become available and you can of course opt out of my copywriting club at any time.
Now let's get to the good stuff.

Foreword

I am always looking for an edge.
I went to study and work with Gary Halbert the last year of his life precisely because thats what I wanted.
Two years after my apprenticeship, my copy was already producing tens of millions of dollars in sales.
One year with Gary gave me an edge I think otherwise could have taken me decades to achieve on my own. I am blessed.
Mind bogglingly
Garys son Bond has been learning from his father since Bond was 11 years ol d an education spanning the course of decades with his dad.
This endowed him an understanding of Garys work and teachings few can rival.
He wrote this book, based on patterns he found in the work of his dad and many of the other worlds top copywriters he knows and hes studied.
The book is about editing - a subject that may not sound so sexy. But we are looking for an edge, not sexy . And, I find personally, anything that gives me an edge is sexy .
The more prospects who read your copy, the more sales you can make. Period.

Therefore, everything you can do to make it easy and seamless for your prospects to read your copy from beginning to end, the more sales you make.
Thats why Gary used to spend a lot of time editing. Im aware of times he would edit something he wrote 16 times . He was after an edge. He was after perfection.
Now, Bond has consolidated all the best tips and tricks on editing copy into this one book.
Many are insightful way beyond just editing. They illustrate how great writers pine over every word, every nuance. (As example, see the tip Change a few buts to yet. )
There is great detail here. Things you may have never read before about editing.

When it comes to improving your copy, Bond has much to share and teach.

Everything he discusses is easy to understand, and more importantly, easy to put into use right away.
Add these tips and tricks to your arsenal today to give you a further edge.

Intro

This Editing Formula WILL Make Everything You Write So Much More Effective You Can Raise Your Rates!

What Im going to share with you will give you an advantage over even the best copywriters on Earth but...
You need to know two things first.

First the bad news...
This magic formula only helps make your message more readable, engaging and exciting.
This formula can NOT make Eskimos want more ice.

All the power in your sales copy comes from what you are saying and knowing your audience... not how you say it. In other words... market research is much more important than any creative writing ability.
It takes marketing talent/experience to develop highly effective hooks, offers, and solutions from your research. The editing process which Im going to thoroughly explain... is where all the professionalism comes into play.
Just remember...no amount of clarity will make a bad offer better. Selling the wrong products to the wrong people at the wrong time will result in more wasted energy and resources than poorly worded copy.
With that being said...
Here is the good news!

Why This Editing Formula Will Give You
An Advantage over Other Copywriters

Few people know how to edit for sales copy. Schools mostly teach people how to write reports which are designed to pass on information to people forced to read it.
Students are taught to state a premise, offer 3-5 supporting arguments, and sum everything up into a nice package of information.
Plus, college graduates have been taught to write 50 pages on something which only requires 5 pages and they are also taught to boil down a whole philosophy into a one-page essay.
Nobody is taught how to be entertaining or keep people interested in whats being said.
Even in journalism, the articles are designed in such a way few people finish them because they give all the details you want to know up front. Only those with OCD or people with a personal interest in a story finish reading entire articles but... a copywriter has to get the reader to take action so they need a different approach.
Sales copy must suck the reader in, be super easy to read, evoke an emotional response and motivate customers to buy which is a whole different goal than almost any other kind of writing.
If using this formula helps just one prospect continue reading your copy, the book will have paid for itself but... the effect this formula has is already proven to be so powerful it can mean the difference between success and failure.
Let me give you some proof.
Once I wrote an email sales letter at the same time as another professional copywriter selling the exact same product.
His copy was radically different from mine so we split-tested the sales copy and we also did something Ive never seen tested before.
Using this formula, I edited the other copywriter's work and all three sales messages were sent to the same list.
Im happy to report the results prove the power of this formula.
The grammatically correct but unedited copy the other copywriter submitted was soundly defeated, but the other writer's copy (edited using this formula) pulled in about the same number of orders as my sales copy.

This PROVES The Editing Method Works Like A Magic Charm!

My copy slightly outperformed the other piece which can be put down to different selling points or an endless amount of small differences but...

Applying This Editing Formula Increased SALES 400%!