Gary Halbert | A Breakdown Of The Famous “Coat Of Arms” Sales Letter 

By  Csaba Borzasi

Previously, I covered the highly respected sales letter by Wall Street Journal which is also called the ‘Billion Dollar Letter’.

It's one of the most popular direct-response marketing promotions of all time that generated more than $2 BILLION between 1975-2003!

If you haven’t checked the video yet, you can find it here (link).

Today I'm breaking down Gary Halbert's famous "Coat Of Arms" letter...

And once again, I'm simply blown away by Gary's genius...

And the revolutionary techniques he used literally 50 freakin' years before they became all the rage.

In just 361 words, he created magic...

That started a $300k per DAY company!

Not too shabby.

After covering lengthy sales letters, today we will see how to write winning promotions with concise messaging.

Yes, it doesn’t have to be a thirty-page sales letter to beat control.

Rather, if you come up with unique approaches and angles that appeal to the core desire, you win.

And the more creative you can be, the better!

Prefer video instead? Watch Below!

How Gary Halbert Utilized Personalization

Imagine receiving a personalized letter inviting you to check distinctive wall decorations of your family name.

Wouldn’t you be excited about this? 

Well, that’s EXACTLY what Gary Halbert did.

He came up with the idea of selling illustrations of family history. He researched family names recorded in the coat of arms centuries ago.

He realized that rarer names made more money so he posted personalized letters to people who qualified.

Who could ignore a letter inviting them to check the rich history of their family names?

He went ahead with this approach and sold the idea of attractive wall decorations that may be given as gifts to family members. Brilliant idea, right?

People love to study themselves, and this idea appealed to their core desire for prestige. Hence, it was very successful.

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Storytelling Like A Pro

Once you start reading the letter, you are drawn to the details.

This removes a lot of the resistance to buying, as you get immersed in the writing.

That shows the power of storytelling and why you should leverage stories when writing sales letters.

On the one hand, they actively engage the audience; on the other, they make the reader less skeptical about your offer.

For instance, in this case, the letters are mailed by Nancy Halbert, the wife of Gary Halbert. 

Nancy reveals that she and Gary recreated the coat of arms for friends with the same family name as the prospect, so they are inviting the person to check the personalized report.

Compare this to bashing people on the head with offers and aggressive selling tactics that only push people away.

People getting these personalized letters will more likely check the products as they show research, effort, and customization on your end, and offer them a personalized experience.

Clarity Vs Clever: Which One Is Better?

Wanna know the best part?

This is kind of a tripwire offer where you offer a low-priced product to get customers on your email list so you may sell them high-end products later.

If you want to learn how to write persuasive copy that effortlessly moves people, definitely check the ‘Coat of Arms’ sales letter.

In as little as 361 words, Gary Halbert adopts a unique approach to the copy where he hooks the audience right away.

The more personalized the message, the better it is.

Remember the golden rule: Clarity trumps “clever” every single time.

People don’t want to spend time “deciphering” your message.

They want to see how they can benefit from reading your copy immediately.

“Show them a NEW OPPORTUNITY that’s the key to THEIR DESIRE and that’s only available through my UNIQUE MECHANISM”

...explained as clearly as possible.

There’s no beating around the bush or complex jokes that take long to understand.

The message was strategic and highly effective.

Without diving into lengthy details, Gary reveals a new opportunity that people just can't miss!


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PLUS: You’ll also get my mega-popular Secret Copy Recipe” cheat sheet... Along with a free subscription to private newsletter breaking down legendary sales letters in detailed video essays each week...

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Interested in more great content on copywriting? Check out my Copywriting Resource Hub where you'll find in-depth guides, interesting case studies, and practical resources that will help you boost your conversions and sell more, without being salesy or aggressive.

Csaba Borzasi

Csaba Borzási is the founder of Game of Conversions. After spending 10 years learning the ins and outs of persuasion psychology, Csaba now focuses on what he loves most: helping ambitious entrepreneurs grow their online business and get more profitable customers. When he isn't geeking out on discovering how the human mind works, you can probably find him climbing a mountain, dancing salsa, or traveling around the globe.

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