"What would I do if I had to write a letter and I had to get someone to respond to it or I would be beheaded - literally?"
That's the question Gary asked himself after numerous direct mail failures. Direct mail is an unforgiving medium. Simple tests cost thousands of dollars.
The unforgiving nature of direct mail helps to focus the mind on what's essential in direct response and few people have ever been more clearly focused on the fundamentals - or more inspired in their teaching - than Gary Halbert.
