WHAT is there about some letters that makes them so much more effective than others?
A letter may have perfect diction, a finished style; it may bristle with attention-getters and interest-arousers; it may follow every known rule; yet when it reaches the Hall of Judgment where the reader sits and decides its fate, it may find itself cast into the hell of wastebasket-dom...
People will give, when you have stirred their emotions. People will invest, when you have aroused their cupidity. And people want to know the future, so if you can persuade them that you are any sort of a Seer or a Prophet, they will buy your forecasting service.
It all comes back to the point we made in the beginning—"What do they want?" What is the bait that will attract your fish and make them bite? Find that—and you will be as successful in bringing back orders as any angler can be with a properly baited hook in bringing in the fish.
Distilled from the famous Robert Collier Letter Writing Book, these 10 simple lessons and their precise examples can enable any student of copywriting and marketing to learn classic skills for themsleve.
The Masters of Marketing series was created to ensure that the core classics never go out of print again. Because a study of top-flight copywriters found they all studied the same set of classic books before their own rocket to success took off.
Each of these books were also found to be simple, direct, and easily converted to online courses for in-depth study. So that's the following step.
For now, enjoy this Robert Collier classic as he teaches you the key principles that made him his own success. The ones he found by studying and distilling his own most successful letters...
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