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Gary Halbert and Me
You probably already know the story of how I became a copywriter, but the part I’m going to share today is something you DON’T know. The reason I don’t think you know is because I haven’t told many people. But before I get into the new stuff, let me review the old stuff for a moment, okay? Okay, here goes –
In 1999 I had faith and left my job as a secretary to stay home and raise my young son. (One of them was learning disabled and both missed me terribly.) So I hung out my shingle as a freelance writer in the virtual assistant world. It was a big financial strain to give up a regular salary. I wasn’t really sure how to get clients or build a business at all – just a dedicated mom.
Fortunately, I immediately got a client who introduced me to the world of copywriting. He had a successful network business but hated writing. So he talked to me about what he wanted and showed me a model. Copywriting is like nothing I’ve ever seen before. (Yes, I’ve seen that, but I didn’t know people were getting paid to do it.)
Because I was passionate about it, I got better and better very quickly. But soon my clients didn’t need to write anymore – and I didn’t have anyone else lined up. Bummer. So my family started living off credit cards. My husband and I fought like cats and dogs. It rang.
Thanks for your patience – this is the NEW part
Under the weight of our situation, I started looking for a new day job. In 2002 I found a listing on CraigsList to write copy for a finance company. (I knew nothing about stocks.) They were looking for someone to write in the “Gary Halbert style.” “WHO?” I asked. That was the first time I heard Gary’s name.
I didn’t get the job. They said they liked the sample but felt I didn’t want another “office job”. That was their excuse. I think this might be a confession about Gary. But their decision saved my life. I wouldn’t have been able to keep my feet up and I really wanted a Red Hot Copy if I had gone down that road.
So thank you, Gary. That was the first life changing moment you played a role in my life. Many others also came.
As soon as I got home after that interview, I did a search on “Gary Halbert” and fell in love. Each carefully chosen word drew me into a deeper meaning. I couldn’t stop reading! His copy is very raw and full of character. He’s like an old, salty dog who doesn’t care what you think, while driving you like a speeding car to a call to action. So in your face. So disrespectful. So testosterone. And I want to write LIKE HIM.
Those who read me are out of style but trust me, even though I’m no Gary Halbert I’ve learned to write in the same voice. How do I know? A few years later he called me on the phone and told me this. But I left early.
When I first met Gary at a seminar in 2003 it was like meeting a rock star! I was very impressed with him. He was with his beautiful girlfriend, Sirian, who is truly one of the sweetest women I’ve ever met. Gary is different because of his no-nonsense personality. You could tell he had that side, but he had such a vulnerability and honesty about him.
Over the years we kept in touch from time to time. I wouldn’t go so far as to say we were close but he gave me constant advice via email and phone. I sometimes showed him the sales copy. He gives me honest answers (who was surprisingly gentler than his friend, and one of my favorite mentors, John Carlton – you fierce loving beast, you).
The last time I saw Gary live was in 2005 at his Canal seminar. He was brilliant, of course. But like a lost lamb since his trusted assistant Teresa retired. The poor guy even got lost on the way to the bathroom – but he had enough sense to ask someone to find him using his microphone, which he didn’t cut. I also met Kevin and his two sons Bond – lovely guys.
At the end of the first night’s event, I invited him to dinner. He refused because he was tired. In fact, he looks like he’s ready to fall and I know how much throwing a move can throw you off. Then, about 20 minutes later, he surprised us by joining a few of us at the bar. He said he changed his mind about being tired. He had long since given up alcohol but had two cokes and shared our pizza. I wish I could have recorded that night. Some I will NEVER share. But he was so open and direct, it was as if I had known him for years. That’s one of the lessons I learned from Gary. Be vulnerable and be yourself. Because there is nothing worse in life than being UGLY or untruthful.
Gary, you are never boring. You have secured your place in history as one of the greatest marketers of all time. You lived a good life. Give them hell, Gary. You are one in a billion.
I would like to quote an excerpt from his online newsletter about the Halbert Index: “The Halbert Index is a unique way of ranking people. If you want to be at the top of the Index, you must have the following:
- You have to have a life, and
- You must have a sense of humor, and
- You must be intelligent and an independent thinker, and
- You should be a generous and giving person but…
- You have to refuse to take sh!t from anyone who doesn’t have a gun to your head, and
- You must be willing to take chances and accept losses with joy, and
- You must have the skills and courage to communicate honestly with your loved ones, friends … and sometimes … even your colleagues and strangers, and
- You must always be rich in your mind … and therefore … often … in your pocket, and
- You must be honest and loyal, not by law, but by who you are, and finally
- You must have a relationship with a higher power (referred to as “God”) that does not necessarily include and/or often goes beyond association with organized religion.
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