Download The Robert Collier Letter Book PDF

TitleThe Robert Collier Letter Book
TagsBusiness Letters Business Letter
LanguageEnglish
File Size16.1 MB
Total Pages363
Table of Contents
                            The Robert Collier Letter Book
Table of Contents
About the Author
Preface
Foreword
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19
Chapter 20
Chapter 21
Chapter 22
Chapter 23
Chapter 24
Chapter 25
Chapter 26
                        
Document Text Contents
Page 1

The Robert Collier Letter Book
By Robert Collier


Brought to you by Bud Bilanich


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This eBook publication was created with extracted material from the complete
and original 1937 version of The Robert Collier Letter Book by Robert Collier that
is in the public domain in the United States. However, it may not be in the public
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Table of Contents:

About the Author .......................................….............................………........ 3


Preface ......................................................................................………….... 4


Foreword ....................................................................................…………... 5


Chapter 1.: What Is It That Makes Some Letters Pay? ..……………….…... 7


Chapter 2.: How to Arouse That Acquisitive Feeling .........……………..….. 12


Chapter 3.: Getting News Interest into Your Letter ….....………………..….. 19


Chapter 4.: Word Pictures That Make People Want Your Product ………... 28


Chapter 5.: Motives That Make People Buy ...............……..........………….. 39


Chapter 6.: The Proof of the Pudding .………………..……………………..... 45


Chapter 7.: Supplying That Impulse ..............……………..…………..….….. 47


Chapter 8.: How to Put a Hook into Your Letters .......……………………….. 53


Chapter 9.: The Six Essentials ......…………………...........…………….….... 56


Chapter 10.: How It All Began .....................………………………….…….... 62


Chapter 11.: The First Olive ......................………………………………..….. 75


Chapter 12.: Selling $2,000,000 Worth of O. Henry Stories ..........….......... 91


Chapter 13.: A War History That Sold .……………………………………..... 105


Chapter 14.: Books That Many People Know ..........……………..........…... 122


Chapter 15.: How Wells' "Outline" Was Sold ........................………...……. 155


Chapter 16.: How the Bookbuyers Saved a Campaign .........……………... 172


Chapter 17.: A Giant of the Mails ....……………………………..………....... 187


Chapter 18.: The Third Fifty Thousand ......…........……...........……………. 212


Chapter 19.: Why You Accept This Little Gift ....................……..………….. 230


Chapter 20.: One Million Dollars' Worth of Orders in the First Six Months . 238


Chapter 21.: Taking the Guess Out of Advertising …………………….….... 266


Chapter 22.: We Help to Start a Store ..…………………………………….... 292


Chapter 23.: How to Reach the Leaders ........................…………………… 315


Chapter 24.: Collecting with a Smile .........………………………….……….. 332


Chapter 25.: The Ideal Sales Letter ....……………………………………..... 343


Chapter 26.: How To Raise Money By Mail ..........…….......……………….. 347












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Page 181

176

$50!


Only 790 Coats Left

We have just 790 of these double—texture all—wool Greatcoats to sell at this low price.
When they are gone, your chance to save on our Winter Ulster will go with them. But
while these 790 last, you can get as perfect— fitting, as good—looking, as fine—quality a
Winter Greatcoat as ever you would want to wear, at an almost unheard—of bargain.

If you will just write your name and three simple measures on the enclosed card and mail to
us, we will send you a "KeepWarm" Ulster—that will exactly fit you—by pre—paid
Parcel Post.

You may keep the overcoat for a full week. Then, if for any reason at all you don't
care to keep the coat, you can send it back at our expense. But if you are so well
pleased with it that you don't want to part with it, just send us $27.65, the low price at
which we are offering these last remaining 790 coats.

SEND NO MONEY—simply mail the post card. But do it at once, as this opportunity to
save money will not occur again.

Yours up to 790,



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Page 182

177

Notice how readily the idea adapts itself to overcoats, just as though it had never been used for
anything else. That is my experience of most basic ideas. If they are good for selling one product, they
can be adapted to selling almost any other product.

Notice, too, how simple was the form of circular. This, of course, was intentional, to carry out the
idea of there being so few coats left in stock that it was not worth while to print an elaborate circular to
describe them.

One of the questions often asked of me is: "What did you do to keep your customer sold after you
had received his order?"

An important question, for every one has experienced the reaction that so often comes after you have
allowed yourself to be persuaded into signing an order or sending for something by mail. You feel that
maybe you were too precipitate and begin to look around for ways in which you can back out.

We met that problem by using every opportunity to re—sell the customer on his purchase. In
acknowledgment letters, in bills, in the enclosure that went with each product, we had in mind the
truism that the sale is not made until the goods are paid for, so we tried to put salesmanship into each of
these. Here is a sample of one of them—the enclosure that went with the overcoat and was seen even
before the overcoat was uncovered:


DEAR CUSTOMER:—

A man has to be well—dressed these days——correctly dressed. And "correctly dressed"
means conservatively dressed— dressed in accordance with the standards set by men of
high repute.,

One underlying thought has always been back of every KeepWarm" Ulster we have
sold——one of correctness, as well—groomed men express and endorse it.

"KeepWarm" Ulsters are made for the man who seeks well—styled, conservative
clothes, with good wearing qualities and finest workmanship, rather than the "ultra
fashionable" styles that appeal to some men. Our merchandising policy—buying,
selling and advertising—is controlled by this "correctness" idea.

You can wear the "KeepWarm" Ulster we are sending you, with the comfortable assurance
of being welldressed—of knowing that your coat is a part of you and that it ex—presses
you at your best.


Sincerely yours,

P. S.—A customer often writes us that some friend wants a coat exactly like the one he
bought of us. So we have printed a "Friend's Order Blank" on the back of this folder.
There is only one condition attached to it—it should come in right away to get the
advantage of the low $27.85 price.



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Page 362

357

Well, that's true, for buying straw hats in January means buying when stocks or
commodities are a drug on the market, and then selling when everyone else is bidding them
up sky-high.


It's sad to confess, but the mass of the people usually guess wrong. When stocks are at the
peak, they buy. When they are on the toboggan, they sell.


Business moves in cycles, you know, and if past experience counts for anything,
1937 is a year in which to buy. Commodities, stocks, almost everything, are still
near their bottom prices. They have started up, but they have a long way yet to go.

Next year, everybody will be climbing on the bandwagon. But next year, anybody
will be able to read the signs which are understandable now only to the insiders.
Bank deposits rising. Commodity prices going up. Big credit expansion starting in
the banks. Business indicators suggesting a big increase in activity in October and
November. Do these signs mean anything to you?

Over in England, they have been enjoying a stock market boom for months. Many
stocks have advanced so far in price as to make new high records since the
War! Why has not the market here been doing the same?

Because Wall Street is no longer in the saddle. The determining factors in the rise
and fall of stocks and commodities come out of Washington-not Wall Street!

Washington wants no runaway stock market, so there'll be no 1929 boom.
Washington already controls the issuing of new securities. It is going to have a
large voice in the handling of those already on the market. 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.

To keep in touch with the world of business and finance today, to even invest your
money with safety, you must know what is going on under the surface in
Washington. And we know of no better way to learn that than through the Weekly
News Letters of the Such-and-Such Magazine, with the monthly background
supplied by the magazine itself.

'Me price of the Weekly News Letter is $7 a year. Of the Such-and-Such
Magazine, $3 a year. By using the enclosed card at once, you get both together for
only $9, payable $1 a month, or $8 cash.

Just your name on the enclosed card will keep the News Letter and Such-and-Such
Magazine coming to you for the next 52 weeks. You need send no money now. Bill
for the first month's payment of $1 will be mailed you in due course. But to keep
getting without a break your Weekly Letter, giving the inside information on what
is happening in Washington, your card will have to be mailed right away!


Sincerely,

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Page 363

358

More and more restrictions are being placed each year on money raising campaigns and on services
being marketed by mail. But when properly done, both fields offer amazing possibilities.

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.


THE END

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