How Gary Halbert Hooked Readers with a $10 Bill (Without Spending a Cent)

There’s a marketing trick so good it feels illegal. Spoiler: it’s not.

Gary Halbert, one of the greatest copywriters ever, had this crazy simple method.

He’d stick a fake $10 bill in a letter and mail it out. People couldn’t help but open it. They were dying to know why there was money inside.

Once they were inside, the magic started.

Why We Can’t Resist a Good Hook

Humans are curious. Period.

When something grabs our attention—especially something we don’t expect—our brains can’t help but fixate. Halbert knew this better than anyone.

His grabbers were designed to make people ask, “What is this?” He’d send a key with the message, “This opens something important, but you have to find out what.”

And here’s the kicker: it worked. People opened the letter. They read. They bought.

Physical Triggers in a Digital World

Let’s be real. In the age of endless scrolling, how many ads do we even notice?

Not many.

But imagine getting something physical in the mail—something strange and unexpected. That little object is no longer just a gimmick. It’s a personal connection.

And in a world filled with digital noise, physical connections cut through.

It’s Not About Attention—It’s About What Comes Next

A grabber opens the door. But here’s the thing: it’s just a start.

Halbert didn’t stop with curiosity. Once people were in, he told them a story. He built intrigue. The grabber was the bait; the story was the hook.

Attention is fleeting. But once you have it, what you do next matters the most.

Use Grabbers, But Tell the Story

Grabbers work. They grab. But if you don’t follow up with a solid narrative, you’ll lose them.

Gary Halbert knew that grabbing attention wasn’t enough. The real magic was in what came next—getting people to stay. And that’s where his true genius shined.