The Boron Letters: Chapter 4

We’re going DEEP. It’s chapter 4 of Gary Halbert’s famous Boron letters.

Quick recap: he’s one of the most successful copywriters in history. He went to prison for mail fraud. While in prison, he wrote 26 letters to his son, teaching him everything he knew.

In chapter 3, Gary doubled down on the health and fitness seminar he was giving Bond.

• Run, walk, or jog an hour every day (that’s road work).

• Eat three pieces of fruit.

• Some bran type cereal.

• Oh yeah. And pump some iron.

But that was all last time. This is chapter 4.

Before we get to the summary and the takeaways, as always, take out a pen and paper and write the letter out by hand. 

TL;DR of the letter

This letter is all about respect.

He kicks off by apologizing. Apologizing for leaving the family prison visit early to…secure his fruit ration.

This guy is COMMITTED to that health life.

He talks about a few people he’s met in prison, including one guy who gives off “vulnerable” vibes. A bad look in prison.

Not only does he find it irritating; it’s a liability.

All this to say that Bond needs to start pumping some iron.

Lifting serious weights. To protect him from those who would take advantage of vulnerable people. 

Or to protect him from the subject of his last story: an inmate who stabbed a snitch with a pencil.

These are some quality fatherly vibes.

Oh, and he teases the next letter - finally, talking about money.

So what’s the point?

Takeaways from Gary Halbert’s fourth Boron letter

You ever hear the phrase “Sell the sizzle, not the steak?”

You’re at a restaurant. You’re eating your food. It’s pretty good.

The lucky table next to you has fajitas coming. And oh boy, they’re sizzling.

No matter how good your food is, you want that experience. You’re imagining in your mind how great it is.

No matter if it's actually great. It sounds amazing!

Gary is selling the experience of strong arms. In hopes that Bond buys in.

He could talk all the features of strong arms. About how you can lift heavy things, or how you might look more attractive.

But no. He focuses on the experience. Walking by someone who says “Wow, I wouldn’t want to meet THAT guy in a dark alley!”

No one picking on you in prison. Or outside of it.

The experience of strong arms trumps any facts about them. 

Sell the sizzle, not the steak.

Until next time.