Counting Back The Days For D Iii Football Start Date Muhammad Ali, Gary Halbert & Me

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Muhammad Ali, Gary Halbert & Me

It was January, 1971.

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

He floated like a butterfly, stung like a bee. He was The Greatest.

me? No float. 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 Street Gym.

Doors open at noon. Media, microphone. Howard Cosell, Burt Lancaster, Angelo Dundee. Cameras, high rollers, cigars. Plus a few dozen kids with crooked noses and fat ears. The scene was unreal.

But I couldn’t help but notice a worrying lack of realism in the ring. Ali beat his partner, training seriously for his first Joe Frazier fight. Glad I could make him laugh. Glader I wasn’t there with him anyway.

Three months later, my knee swelled up. I retired undefeated, undefeated. “The Greatest” was never noticed.

Fast forward 19 years

1990 was my 13th year driving county buses in Miami and Miami Beach. I started many businesses and failed, I lost count. I can’t sell a lick. One stupid thing after another. By this time, married with 4 children, I had spent thousands of dollars.

On breaks, I studied sales letters. I’ve written a few dozen for other people, some with little success.

I sent samples to Prince of Print, Gary Halbert, World Champion Direct Mail and Copywriting Talent. Could I work at his $7,000-a-head Key West seminar by the sea?

A few days later the phone rang. Halbert didn’t laugh. I was not called a “white boy”. He invited me to a seminar to work for him.

Ali resented it, but worked with Halbert. Yes!

Key West was bliss… for a day.

On Monday morning, I met with other copywriters: John Carlton, Brad Antin, David Deutsch, Jean Dowdle, Loretta Duffy, Brad Peterson. All legends today.

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

On Monday, Halbert and others shared their talents. It was very heavy. Hotseat arrived on Tuesday.

Alas! “White boy!” go back to

Halbert called an attendee to the front, including himself and 3 copywriters. The visitor described his occupation. The panel asked questions. Then Halbert yelled words that instantly scared me:

“Copywriters! Headlines! Headlines! Headlines, copywriters! Headlines!”

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

Over time (and that means weeks or months later), I understood the purpose: the more points of view and ideas, the better the chance to find many great copy-points for a sales letter. I now accept this as absolute truth, and so should you.

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

Other copywriters drew headlines. I pricked my thumb.

Tuesday was horrible. Wednesday and Thursday weren’t much better. By Friday, I started getting them … but the week was over.

As I left, I swore I would never, ever, ever be so embarrassed.

home again to the library. I got Reader’s Digest, Forbes, Cosmopolitan and other magazines on microfilm for years. I wrote down every headline… over 1,500 of them.

Those who wrote these headlines make millions for attention, selling magazines. They are the best. So why not take advantage of that brain power? So I created a file of all the headlines I pulled from my sources and I titled the file Shortheads.

I have been using shortheads for over 15 years. It has made me a lot of money. I used this to come up with the most recognized title in the history of network marketing (among others): “Dead doctors don’t lie!”. Your headline is the most important part of any ad or article. If your header doesn’t grab attention, the rest of your writing will be wasted. I encourage you to compile your own “headline file” that you can use to draw good headlines at any time.

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