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The Robert Collier Letter Book

by Robert Collier

“The Robert Collier Letter Book–is one of the great classics of copywriting know-how…It’s a gold mine.

Eugene M. Schwartz

Author of Breakthrough Advertising

Before he died, Robert Collier, the man who made millions for himself and his clients, left the world a legacy…

He Wrote Down All of His

It is the most often recommended book on copywriting in the history of direct response.

Years ago I got the reprint rights to this book and sold every copy I had in short order. After I ran out people would offer me $100.00 for a copy. And I actually bought back a few copies and resold them for $100.00. But most people wouldn’t part with their copies, even for $100.00!!!

One well-known copywriter told me a story about how his house had been broken into and the only thing missing was his copy of The Robert Collier Letter Book! Geez! Even the burglar thought it was valuable. Smart burglar!

Well, you don’t have to steal a copy anymore because now you can get your own copy, instantly, easily and inexpensively…at least for now. Just click on the picture of the book cover or “Buy Now” button in the upper right of this page…or on any of the “Download” buttons on this page…like this one:

“I remember reading The Robert Collier Letter Book years ago when I first got into direct mail. It was a revelation for me. It showed me exactly what ‘salesmanship in print’ is all about and moreover, I learned how to actually write the kinds of sales letters that produce astonishing results for my clients…Even now I’m writing two sales letters for a client of mine and I’ll get paid $50,000.00 when I’m finished. Not bad for a week’s work!”

Jay Abraham

Marketing Genius

Here’s just a preview of what you will learn from The Robert Collier Letter Book…

  • How to find the magic words that make people buy. Page 354.
  • The 6 prime motives of human action and how to use them to make people buy your product. Page 44.
  • What the first thing is that you must do regardless of what product or service you are writing about. Page 437.
  • How to put a powerful hook into your sales copy and the only two reasons why your reader will do what you say. Page 64.
  • How is it that ad copy that sells books in huge volumes can be just as successful selling other products? Page 148.
  • How Robert Collier used direct mail to change one company’s balance sheet from $800,000.00* in the red on June 1 to $1,210,000.00* in net profit by December 31 of the same year. Chapter 16.
  • How Robert Collier took a book publisher’s direct mail package that cost $250,000.00* but had sold only eighteen sets of books and turned it into a blockbuster that made 34 1/2 per cent profit on sales…all within 6 months! How it was done is fully explained in chapter 10.
  • How an idea and $1000* led to a $20,000,000.00* a year business. It’s based on a technique that any business can use. Page 202.
  • How one salesman sold more than $250,000,000.00* worth of yachts using direct mail, some of them selling for more than 10 million dollars* each. Page 58.
  • How a book whose sales had lately fallen off after six years was rescued. For the appeal that got it back on track and selling 50,000 sets a year for two more years, see chapter 12.
  • How to get your prospect to want the thing you are offering. Page 31.
  • About a collection of letters that sold 360,000 sets of books. Chapter 15.
  • What all your copy MUST have. Page 54.
  • How Robert Collier took a product that sold only 5000 in two years and got it selling 70,000 in the same length of time. (Note: it was NOT the copy).
  • About an interesting letter that pulled over 10 percent in orders. Page 317.
  • Who can use direct mail to best advantage and for what purpose it is best adapted. The author states in chapter 22.
  • How an idea that sold books can also be used to sell houses, stocks, computers or any other type of product. (This may surprise you).
  • An amazing technique that bankrolled $2000 into $20,000,000.00* worth of book sales for a young man from a small town. Find out his secret. (Note: anyone can use it). Page 15.
  • How Business Week got started and how Robert Collier was called in to get results after the cream had been skimmed off the top. Chapter 23.
  • What is the ideal sales copy. Chapter 25.
  • A technique that added 50% to the pulling power of a letter. Page 27-8.
  • About one letter that pulled in 300,000 orders. See the actual letter.

  • About an offer that brought in a 10 percent response at a cost of less than 2 percent of the selling price! How and why you should get the same results…even with unsophisticated copy. Page 95.
  • How to find the motive that will impel your reader to overcome his economic inertia and send you his order. Page 44.
  • Where you can get the fruits of 100,000 selling phrases from over 200 different industries. Page 328.
  • How an inexpensive addition to a letter raised the order response from 4 percent to 14 percent! See the technique and the actual mailing piece. Page 284.
  • The actual copy that got an order response as high as 10 percent. Page 415-6
  • How to reach business leaders, even with a handicap that will amaze you. (Which is why you will be all the more impressed with the one that pulled more than 9 percent in orders and another over 8 percent). Page 400.
  • When selling $4,500,000.00* of a book is insignificant. Page 130.
  • How you can find prospects for your products most easily. The answer may make you rich if you play your cards right.
  • About a letter that averaged nearly 9 percent in orders.
  • What kind of a letter could raise response from 2 percent up to 7 percent.
  • About the experience of getting 3000 orders in a single day. Page 129.
  • How to double your percentage of renewals. And two of the actual letters that did it –  starting at Page 421.
  • An odd-ball technique that pulled 12 percent in order response. Page 319.
  • About copy that pulled as high as 9 percent and sold 127,000 books in 6 months (Note: the book was still selling more than 40 years later). Page 294.
  • A unique way to offer a premium. Not only does it raise order response but it doesn’t cost anything! Page 417.
  • Who the best buyer. Page 226.
  • That in every sale there is a critical moment when your prospect is almost convinced. And what to do now that you have his attention, aroused his interest, persuaded him that he must have the thing you are offering, proved to him beyond question that it is the best or the cheapest; but yet he is still not quite ready to sign on the dotted line. Page 56.
  • Why a prospect would buy from someone he’s never seen before rather than from a local store. There are two reasons. Page 59.
  • What is the easiest way to make your prospects want your product. Page 360.
  • About the amazing story of how Robert Collier sold the most unlikely of mail-order products, coal, and how, despite it being a commodity and apparently the same as any other was able to get a higher price, even when customers knew about lower prices from the competition. Page 69.
  • One of the most effective stunts ever used to get a business letter to the right person and to get that person to look inside the envelope. Page 27.
  • How Robert Collier got a 4 1/2 percent response in orders for an expensive set of books using leads that were from one to two years old, had each been through the hands of two or more salesmen, and had been labeled unsaleable. Page 78.
  • A simple technique that jumped sales results from 3 to 9 percent and why it was never tried again. Page 252.
  • What to do at the point in your letter when the prospect is almost ready to act. If you fail to do this one thing, he will likely lapse from his “almost ready” attitude back into indifference. Page 67.
  • How to lower the cost of your sale from 50 percent to 5 or 10 percent. Page 94.
  • How an old strategy transformed a “dud” of a product (with 20,000 unable to move off the shelf) to such a winner that an extra 10,000 were also sold. Page 274.

  • A small touch that can add 10, 15, or 20 percent to the pulling power of a letter. Page 28.
  • What are the best months of the year for the book business and why. Page 227.
  • Why a little-known factor in selling by mail could make you rich. Page 227.
  • A unique idea that not only gets credit customers to pay up but to do it in advance! Page 433.
  • Which is your most difficult task when trying to interest a prospect by mail. Solve it and you can substantially increase your profits. Page 94.
  • How a change in letterhead doubled the number of orders received from that letter. Page 27.
  • What are the poorest months of the year for merchandise and why. Page 227.
  • Spot retailing’s oldest weakness — and its biggest handicap. Page 328.
  • The six essentials contained in all good copy. And why they are so vital. Page 68.
  • Why should you have a money-back guarantee. Page 94.
  • Questions every successful copywriter must ask himself. Page 44.
  • What the motives are that make people buy. Page 44.
  • The type of product that is most difficult to sell by mail. Page 233, 235.
  • About another type of product you should not sell by mail and why. Page 275.
  • How to take the guess out of advertising. Page 328-366.
  • About a little town in northwestern Pennsylvania that had a mail-order house. One that built a business from scratch to over 10 million dollars* a year on one basis only. Find out what it was and also see one of their most effective letters. Page 53.
  • What to do when you’ve drained all the sales out of your market. Use this handy technique and sell another 10,000! Page 145.
  • About the letter that has been used for more than 25 years to sell one magazine. Page 365.
  • What is the one thing that really makes your message count and is beyond the rules you can follow in writing successful sales copy. Page 68.
  • What to do when your competitors are selling inferior products for less and are hurting your sales. Discover the little-known technique that works, including samples on the following pages. Page 260.
  • What Robert Collier has to say about using successful copy as a guide to writing your copy. Page 148.
  • How you can tell if there is something wrong with your methods or your product. Page 305.
  • How long your letters should be. Sometimes short? Sometimes long? The correct answer can be found on page 441.
  • Why you should use a stamp on your letters. Page 27.
  • What way works in adapting successful letters? Page 148.
  • About the only limit to your sales. Page 259.
  • The strongest motive you can use to make people buy. Page 45.
  • The most important factor in making your sales. Page 440.
  • Why should you have a free trial offer. Page 94.
  • Which is most important: your letter, brochure, or order form. And how much weight each carries in importance. Page 184.
  • Some helpful tips on editing your sales letters. Page 438.
  • What is the constant factor in all selling. Page 148.
  • What is one of the most important essentials of selling. Page 213.

  • What the original “coin” letter said. Page 302-305.
  • From samples of 324 letters on all types of products. Letters that have actually been used and proved successful at bringing in orders.
  • How campaigns were planned and carried out.
  • How one large publisher’s book was brought to life, selling a million copies, after ten to fifteen years of gathering dust on their shelves. Page 15.
  • How a man used direct mail to successfully start a storefront business and make it profitable in only 7 months. Page 368.
  • What selling really is. Page 360.
  • The two parts of every successful close. Page 67.
  • The point that you should always remember about the sale of your product. It holds whether you sell in person or by direct response. Page 457.
  • How the connection between Robert Collier selling coal and the success of Ivory soap led to a technique that could mean millions to you in your business. Page 75.
  • That you need something more than just “rules” to get sales producing letters. Page 68.
  • The first thing to do in writing any direct mail sales letter. Page 7.
  • How to get the reader’s interest even before he gets to the first line of your letter. Page 26.
  • How to put a powerful hook into your sales letters. Page 64.
  • The strongest of all the different types of letter openings. Page 330.
  • About two excellent subscription renewal letters that got a 20% response! Starting on page 410.
  • What it is about some letters that makes them so much more effective than others. Page 1.
  • The purpose of a direct mail sales letter. Page 457.
  • The most important essential in your direct mail letter. Page 14.
  • The one thing you should always keep in mind. Page 349.
  • The one reason why anyone ever reads the letter you send. Page 64.
  • Some typical openings that get the reader’s attention and lead logically on to a description of your offer. Page 17-26.
  • An effective technique to get testimonials. Page 54.
  • How to decide whether to put a catchy phrase on the outside of the envelope. Page 360.
  • The details about a letter that sold $3,500,000.00* worth of shirts by mail, starting on page 240.
  • About a letter that sold 20,000 pairs of silk socks. Page 243.
  • The type of letter you should be wary of because everyone admires it. It may bring praise but few orders. Page333.
  • What part of a letter makes or breaks it. Page 360.
  • How to make your collection letters much more successful. Page 55.
  • About the most successful series of collection letters. Page 435.
  • The hardest job a collection letter can have. Page 425.
  • A truism that will lead to you getting a higher pay-up whenever you extend credit terms. Page 220.
  • The ultimate purpose of all business copy. Page 1.
  • How to inject life into a boring subject. Page 357.
  • How the mind thinks. Page 30.
  • How to avoid attracting the wrong kind of attention. Page 3.
  • How to get the attention of businesspeople. Page 16.
  • How to put your ideas across better. Page 30.
  • How do you crash through the barrier and get your prospects to buy your product. Even while competitors are insisting that their products are the best. Page 54.
  • What you should do when you find an approach that is unusually successful. Page 345.
  • About the most profitable invention ever made and how you can use it. Page 449.
  • The eternal question which stands up and looks you and every sincere person squarely in the eye each morning. Page 18.
  • When putting copy on the outside of an envelope is better than a plain envelope. Page 26.
  • How one technique that pulled a tremendous amount of orders nearly bankrupted the company. Find out how and why it happened and what was done to recover successfully. Page 252.
  • One of the strongest traits in human nature. Page 365.
  • The secret to getting your ideas clearly understood. Page 31.
  • How a change in appeal quadrupled returns. Page 38.
  • An important appeal you can use once you have gained your prospect’s attention. Page 360.
  • What to do once you have your reader’s interest. Page 30.
  • How to judge that a letter is “good.” (including samples). Page 333.
  • The right way to approach a prospect by mail. Page 2.
  • How to get news interest into your letters. Page 16.
  • About an actual piece that pulled 8 percent and could be useful to you when selling to parents. Page 97.
  • The only way you can sell more than one product in a single envelope and actually increase overall sales. Page 270.
  • How to approach a doctor, or a mother, or a housewife, or an insurance agent, or a retailer. Pages 5-6.
  • How and why a simple picture added 10 percent to the number of orders. Page 279.
  • A technique that can add 15 to 30 percent to the number of orders. Page 248.
  • How to raise money by mail for just about any organization. Chapter 26.
  • The one best method of approaching your prospect.
  • Why people buy what they buy. Page 15.
  • How to approach a druggist or a homeowner. Page 4.
  • How to arouse in a prospect the desire to buy your product. Page 7.
  • A general rule that adds to the number of your orders. Page 279.
  • The only two reasons why your reader will do as you tell him to in your letter. Page 64.
  • How to save nearly half of your postage (in certain circumstances). Page 27.
  • Whether the old “Give me Five Minutes, and I’ll Give You…” approach still works. Page 346.
  • What the whole world wants and has always wanted since the beginning. Page 16.
  • About tested selling sentences and how they can be used to increase response. Starts on page 328.
  • How to take the guess out of your advertising and put profits into your pockets. Page 366.

*Note: Amounts have been normalized to current values.

Get your copy today.