The full title of this book by Bond Halbert is
“The Halbert Copywriting Method Part III: The Simple, Fast, & Easy Editing Formula That Forces Buyers To Read Every Word Of Your Ads“.
In my review on Amazon.co.uk, I gave the book a four star rating. This means I think it is good.
Here is my book review.
Interesting book from the son of possibly the greatest copywriter ever
Bond Halbert is the son of Gary Halbert, possibly the greatest copywriter to have ever put words to paper. Not only did he start learning from his father as a child, he is a successful copywriter in his own career.
The author says that time on a copywriting assignment should be split 1/3 research, 1/3 drafting the hook, headline, bullets, offer and everything else in the copy and 1/3 editing.
This is the only book I know that looks at the polishing process and that makes it an important read.
A lot of this is common sense – make it easy to read, short words, short sentences, short paragraphs, give scanners the chance to get a summary of the main message etc. The problem with common sense is that it’s easy to overlook.
It dropped a star because I’d have liked to have seen a more systematic process and it doesn’t cover substantiating claims with proof or have any completeness or consistency check.
It is available to buy from Amazon.co.uk and Amazon.com.
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