How Many Days Left For World Cup 2022 Muhammad Ali, Gary Halbert & Me

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Muhammad Ali, Gary Halbert & Me

It was January 1971.

He saw me jumping rope. He laughed and called out, “Hey, white boy! What are you doing here?”

He swam like a butterfly, stung like a bee. He was the greatest.

me? No swimming. No sting. No one.

He had a point. What was I doing there?

Oh yes. A frustrated college football player, I had decided to become a boxer. So just before Christmas, 1970, I left the University of Oregon and headed to the mecca of boxing…Miami Beach’s Fifth Avenue Gym.

Doors opened at noon. Media, microphones. Howard Cosell, Burt Lancaster, Angelo Dundee. Cameras, high rollers, cigars. Plus a few dozen guys with crooked noses and big ears. The scene was surreal.

But I couldn’t help but notice an alarming lack of unreality inside the ring. Ali hit his sparring partner, training seriously for his first fight with Joe Frazier. I’m glad I could make them laugh. Glad I wasn’t there with him yet.

Three months later, my knee blew out. I retired undefeated, undefeated. “The Biggest” never noticed.

Fast Forward 19 years

1990 was my 13th year driving a county bus in Miami and Miami Beach. I had started and failed so many businesses that I lost count. I can’t sell a buffet. He did one dumb thing after another. Married with 4 children at this time, I had cost us tens of thousands of dollars.

On vacation, I studied sales letters. I had written several dozen for other people, with little success.

I sent samples to Print Prince Gary Halbert, world champion direct mailer and copywriting genius. Can I work his Key West by the Sea Seminar at $7000 a head?

A few days later, the phone rings. Halbert did not laugh. He didn’t call me “white boy”. He invited me to work for him in the workshop.

Dissed by Ali, but working with Halbert. YES!

Key West was bliss…for a day.

On Monday morning, I met the other contributors: John Carlton, Brad Antin, David Deutsch, Gene Dowdle, Loretta Duffy, Brad Peterson. All legends today.

I met some of the speakers: John Eger, Dan Kennedy, Ken Kerr, Phil Kratzer, Carl Galletti, Bill Myers, Ted Nicholas. More legends. I met Halbert. What could be more exciting?

On Monday, Halbert and others shared their genius. It was wonderful. On Tuesday came the hot spots.

Wow! Back to “white boy!”

Halbert called a participant to the front with himself and 3 writers. The guest described his business. The panel asked questions. Then Halbert shouted words that shocked me with immediate horror:

“GARDENERS! HEADLINES! HEADLINES!

Halbert wanted one title after another, pop pop pop pop pop pop. He wanted quality. He wanted quantity.

Over time (and I mean weeks or months later), I realized the point: the more perspectives and ideas, the more opportunities to find lots of great copy spots for the sales letter. I now accept this as absolute truth, and you should too.

But not then. My routine? Sit at my word processor with a cup of coffee, think quietly, catch a good idea now and then.

Other copywriters shouted headlines. I sucked my thumb.

Tuesday was terrible. Wednesday and Thursday weren’t much better. By Friday, I started taking it … but the week was over.

When I left, I vowed that I would never, ever be so embarrassed again.

Back home. To the library. I have years of Readers Digest, Forbes, Cosmopolitan and other magazines on microfilm. I wrote EVERY title…over 1500 of them.

The people who wrote these headlines make millions to get attention, to sell magazines. They are the best. So why not harness that brain power? So I created a file with all the titles I collected from my sources and titled that file Shortheads.

I have been using ShortHeads for over 15 years now. It has made me a lot of money. I used it to come up with (among other things) the most popular title in the history of network marketing: “Dead doctors don’t lie!”. Your headline is the most important part of any ad or article. If your headline doesn’t grab and hold attention, the rest of your writing is wasted. I strongly encourage you to compile your own “title file” that you can pull from whenever you come up with a good title.

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