SPECIAL REPORT
Gary Halbert’s Little-Known Secret Of
“Frankenstein” Copywriting:
How To Write A Kick-Ass “Million Dollar”
Sales Letter In Under 15 Minutes!
By Joe Polish
Inside: Discover The “Elegant” Idea Gary Halbert Taught Me (That I
Paid Gary $15,000 To Write) For “Creating” Killer Copy That Generates
MILLIONS of Dollars In Sales….faster than you ever dreamed possible!
© Copyright 2011 Piranha Marketing, Inc. All Rights Reserved. 4440 S. Rural Rd. Bldg. F Tempe, AZ 85282 Ph: 480-858-0008
1
Dear Friend,
If you’re reading this special report right now it means you’re holding a copy of
some VERY RARE handwritten copywriting notes (written by none other than Gary
Halbert himself).
I’m sure you’ll find it fascinating to see Gary’s own thought process (as shown in
his own handwriting) and how masterful he was writing, assembling and creating killer
copy that gets people to send you money.
In this special report I’m going to "pull back the curtains" and reveal ONE very
“elegant” idea you can use to “create” killer copy that generates MILLIONS of
dollars….faster than you ever dreamed possible.
This was one of Gary’s “secrets”…and you’ll see exactly how it works as you
take the time to examine his handwritten notes. It may even seem over-simplistic at first,
but that’s the beauty and “elegance” of it.
I call this “elegant idea” I learned from Halbert…
“Frankenstein Copywriting.”
That probably sounds a little humorous to you right now, but you’ll soon see why
I call it that, and it will blow your mind. In fact, this ONE incredibly valuable marketing
lesson could be worth millions to you.
But first, a little background….
My name is Joe Polish, President of Piranha Marketing, a Direct Response
Marketing Company that transforms people into multi-million dollar success stories…
and I was proud to call Gary Halbert a friend and mentor for over a decade.
From the very first day we “hung out”, Gary took me under his wing and gave me
an education in marketing which… in a nutshell… took me from being a dead-flat-broke
carpet cleaner…to a well respected direct marketing consultant, information marketing
entrepreneur, and multi-millionaire.
I learned many brilliant marketing lessons from Gary Halbert over the years, but
in the special report we will be focusing on just ONE…a marketing lesson that has
generated millions of dollars for both me and my clients over the years.
Now I’d like to pass it on to you…
(see next page )
2
“Frankenstein Copywriting.”
Here’s the story…
Over the years I paid Gary Halbert ENORMOUS sums of money to both consult
for me…and write copy for me.
On several occasions I paid Gary $15,000.00 to write sales letters for me, and
they’ve resulted in MILLIONS of dollars worth of sales.
This was one of those occasions…
Back in 1997 I held a one day marketing seminar in Los Angeles, where I taught
Professional Carpet and Upholstery Cleaners my Proven Strategies for DOUBLING their
business and getting more clients than they could handle.
Dan Kennedy and I both wrote the original sales letter for that seminar, and it
worked really well…in fact, we “SOLD OUT” the room, and we had 173 attendees come
to that 1st one day seminar. They paid anywhere from $77 (for the first 20 signups) to
$97 for everyone else.
But the REAL MONEY was made at the end of the day when I proceeded to offer
the attendees my niche Piranha Marketing Kits for Professional Cleaners. I sold them for
anywhere between $797.00 for the basic $1,497.00 for the Deluxe version.
I ended up doing close to $60,000.00 in sales for that one day.
Not a bad payday.
Onward.
As you can see, this was a very profitable “marketing model” for me, the only
draw-back was that it was “manual labor”, and I REALLY wanted to leverage
myself…and my time.
So I decided to “CAN & CLONE” myself, as Halbert teaches.
I had the entire full-day event recorded and captured on video, then I had it turned
into an information product. Which consisted of just a few VHS Video tapes. That’s
right…TAPES! Remember those??
Here’s what happened next…
(see next page )
3
Gary happened to be in town with me (staying at my house), and I asked him if he
would be willing to write a sales letter for me to sell these tapes.
“Sure.” Gary said.
“But first, I’ll need a check for $15,000.00…second, I’ll need a copy of the
original sales letter that sold people into the seminar.”
I told him “no problem,” and I got him the two things he wanted ASAP.
(He had also “demanded” a THIRD thing as part of our deal…but it’s of a
sensitive nature, and I’ve decided to leave it out of this report…)
Anyway, when I gave Gary the original sales letter, he read it and then snorted to
himself.
Then he asked me for a pair of scissors and a legal pad.
I went to my study, grabbed the items, and handed them to him.
That’s When Gary Worked His Magic…
Right before my very eyes Gary started scribbling his handwritten notes, and
literally started cutting and re-assembling the original letter.
He would take a piece of his handwritten copy…piece it together with a piece of
the original copy…then paste that together with a sub-head from another letter…
It was like he was assembling a “Frankenstein Monster.” (Which is why I call
this Gary’s “Frankenstein” method of writing copy.)
If you look through the original letter Dan Kennedy and I wrote, and compare it
with Gary’s handwritten notes (that you’ll see on the next few pages) you’ll notice that
Gary just lightly “tweaked” the copy…he added a few transitions here and there.
But mainly he tweaked the OFFER.
If you can read his handwriting on the scanned page that has the number “8” at
the top right corner, you’ll see it says…
“For tapes of a seminar like this, you’d expect to pay an arm and a leg…and…it would
be worth it. These amazing tapes retail for only $397.00 Which is less than you’ll make
on your next three cleaning jobs. Not only that…
I’m Willing To Cut That Price by 50%
If You Order By Phone In The Next 72-Hours!”
(see next page )
4
All of this took Gary less than 15 minutes to do, from start to finish. Seriously.
Then I had his handwritten notes typed up…we sent it to the letter shop…dropped
it to a list of Professional Cleaners…and we went on to sell literally…
Thousand and Thousands of those “Tapes” At $198.50 A Pop!
Not too shabby.
It certainly made me a bunch of money…not to mention all the “back-end”
revenue those tapes generated for me.
So what’s the marketing lesson? What’s the “elegant idea” here?
I’ll tell you…
(see next page )
5
There Is Humongous Leverage In “Re-Purposing” Copy
You’ve probably heard the saying…"Little Hinges Swing Big Doors"…that’s what
this powerful concept is like for me.
You see, Gary was a MASTER at "re-purposing" copy...In this case, he just took
the original sales letter that sold the full day seminar, and slightly tweaked it so it sold the
Video tapes instead.
So if you look at your own business, if you sell an ebook, you really could use
that material (both the copy AND the content) to sell a webinar, or to sell a full day event,
or to sell a membership site, or even to sell an expensive, high dollar coaching program.
This one simple “elegant idea” will give you enormous leverage.
When you grasp the simplicity and significance of this, it will be worth thousands,
tens of thousands, maybe even hundreds of thousands of dollars to you over the life-span
of your business.
Well, that’s it for now! I really hope you’ve enjoyed this special report and got a
ton of value from it.
You know, making money can be so simple, all you need to know is a few critical
secrets and a few key leverage points.
Having access to the right knowledge is critical.
Best,
Joe Polish
P.S. Oh yes…on the next few pages you will find the rest of Gary’s handwritten
notes.
Enjoy. 
Gary Halbert’s Handwritten Notes:
(see next page )
6
(see next page )
7
(see next page )
8
(see next page )
9
(see next page )
10
(see next page )
11
More Killer
Marketing
Content Is
Available at:
www.ILoveMarketing.com
www.GeniusNetwork.com
www.25kGroup.com
© Copyright 2011 Piranha Marketing, Inc. All Rights Reserved. 4440 S. Rural Rd. Bldg. F Tempe, AZ 85282 Ph: 480-858-0008
12