Gary Halbert is the guy who got me started in copywriting.
He's also well-regarded as one of the greatest copywriters who ever lived.
(His "coat of arms" promotion pulled in 7.3 million orders and required 40 full-time staff just to bank the 20,000 checks that came in each day. Makes today's product launches look like chump change huh?)
Many of today's "big name" gooroo's learned marketing and copywriting from Gary...
And little old me.
Anyway, plenty of Gary's lessons have been shared and repeated so many times they're legendary in the marketing world -- A-pile / B-pile... find a starving crowd... gun to the head copywriting... hand-writing salesletters... and dozens more.
But do you know Gary Halbert's #1 secret to success?
Not just in copywriting, but in any endeavour.
He taught it back in 1986.
(To place you back in time, Ronald Reagan was President of the US, Bob Hawke was Prime Minister of Australia, and it was 4 days short of my 6th birthday.)
It's one of those "secrets" that hides in plain sight. So simple it gets ignored. And yet, over and over it predicts your success or failure -- whether you're aware of it or not.
Want to know what it is?
Step over here, lean in a little closer, and listen carefully...
The most important thing you can have when writing copy, putting together a marketing campaign, or doing anything in life is:
A "fighter pilot" attitude!
An attitude that says you will do whatever it takes to get the job done. As Gary said, "No excuses. No missed deadlines. No half-assed work. No 'throwing it together'. No nothing except for your very best." This goes for the work you do for yourself and your clients.
Fighter pilots don't get second chances.
And if you're smart, you realise most of the time we don't either.