University Of Oregon Football Schedule 2022 latest 2023

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Muhammad Ali, Gary Halbert & Me

It was in January 1971.

He watched me jump rope. He laughed and shouted, “Hey, white boy! What are YOU doing here?”

It fluttered like a butterfly, stinged like a bee. He was the biggest.

Me? No float. No sting. Person.

He was right. What was I doing there?

Oh yeah. A frustrated college football player, I had decided to be a boxer. So, just before Christmas 1970, I left the University of Oregon and headed to the mecca of boxing…the Fifth Street Gym in Miami Beach.

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

But I couldn’t help but notice an alarming lack of unreality inside the ring. Ali beat his sparring partner, training in earnest for his first fight against Joe Frazier. Glad I could make him laugh. Gladder again I wasn’t there with him.

Three months later, my knee exploded. I retired undefeated, without a fight. “The Greatest” 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 had lost count. I couldn’t sell a lick. Did one stupid thing after another. Married and father of 4 children at that time, I had cost us tens of thousands of dollars.

During the breaks, I studied the sales letters. I had written a few dozen for other people, with little success.

I sent samples to the prince of printing, Gary Halbert, world champion direct mailer and editorial genius. Could I work at his $7,000 a head Key West seminary by the sea?

A few days later, the phone rang. Halbert was not laughing. Didn’t call me “white boy”. He invited me to work for him in the seminary.

Dissed by Ali, but working with Halbert. YES !

Key West was bliss…for a day.

Monday morning I met with the other editors: 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 captions. I met Halbert. What could be more exciting?

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

Whoops ! Back to “white boy!”

Halbert called a participant up front with himself and 3 editors. The guest described his business. The panel asked questions. Then Halbert shouted words that shocked me with instant dread:

“WRITER! TITLES! TITLES! TITLES, EDITORS! TITLES!”

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

Over time (and I mean weeks or months later), I figured out the point: the more views and ideas, the more likely to find many copy points outstanding for the sales letter. I now accept this as absolute truth, and you should too.

But not then. My routine? Sit in front of my word processor with a cup of coffee, think quietly, catch a good idea once in a while.

The other editors shouted the headlines. I sucked my thumb.

Tuesday was horrible. Wednesday and Thursday weren’t much better. On Friday, I started having it… but the week was over.

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

Back home. At the library. I had years of Readers Digest, Forbes, Cosmopolitan and other magazines on microfilm. I rated EVERY title…over 1,500 of them.

The people who wrote these heads are making millions to get attention, to sell magazines. They are the best. So why not take advantage of this gray matter? So I created a file of all the titles that I extracted from my sources, and I titled this file Shortheads.

I’ve been using ShortHeads for over 15 years now. It made me a lot of money. I used it to come up with (among other things) the most recognized 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 head doesn’t capture and hold attention, the rest of your writing is wasted. I strongly encourage you to compile your own “title file” that you can draw from whenever you make a good title.

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