The Boron Letters: Chapter 5

Look at us. Almost 20% done with the series. It’s chapter 5 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 4, Gary sold the sizzle of getting jacked.

Bigger arms aren't just about looking better. Or lifting heavier things.

It’s about showing "don't mess with me". Especially in prison.

He’s hoping Bond takes the hint.

But that was all last time. This is chapter 5.

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

I know what you’re thinking.

FINALLY! We’re talking about money!

I bet Bond’s thinking that too.

Four letters of health and fitness advice (from the world’s greatest copywriter). Now, money. Now, we're talking.

To Gary, the easiest way to make money is enthusiasm. If you’re passionate about architecture, don’t go into selling real estate just because you heard there’s money there.

Then we get a lesson in understanding the customer. Understanding what they want, not what they say they want. Big difference.

The customer might say they read the bible, but that’s just because they think that’s what they should say. In reality…they’re reading tabloids.

Finally, he shows Bond how to find out what people actually want - by using data. 

Let’s get right to the takeaways.

Takeaways from Gary Halbert’s fifth Boron letter

The easiest way to get rich is to be passionate

“Money is most often a byproduct of enthusiasm.”

You can feel Gary’s excitement. He’s over the moon.

“Always look for the most enthusiastic person, not necessarily the most qualified.”

He’s not wrong.

That excitement pushes people past where others will stop. And where YOU’LL stop if you pick something you’re not passionate about.

Enthusiasm, eagerness, excitement - whatever it is, you can’t fake it.

And you won’t fake it when you’re six months in wondering what the hell you’ve gotten yourself into.

So, before you proceed, ask yourself - does learning more about this excite me?

Listen to what people do, not what they say they do. That’s where the gold is.

If everything sold based on wants, there’d be no way to keep gym equipment on the shelves. The streets would be jam packed every morning with runners, cyclists, and walkers. 

We’d be the healthiest country in the world.

But people only WANT to work out - most of them don’t.

And looking at sales data, you can see that’s true - most health clubs make their money from those who don’t use them.

So where do you find the real gold mines - the best places to focus your selling energy?

Well, if it’s the 80s, a catalog of direct response consumer lists. Here's a list of diamond buyers showing a market cap of about $20 million.

What he wants you to do is become a student of markets. Not people, or trends.

Look at markets and companies growing like crazy. That’s where people are actually spending their money.

Anyone who’s buying in that market will be ready and willing to spend on whatever you’re spending.

See you in the next letter!