• David de Souza

The Robert Collier Letter Book

Updated: Jun 15



When you first skim through this book you might think how dated the examples are. I suggest digging deeper and don't put off reading it as I did. The biggest takeaway: Find the primal motive that your product appeals to and direct your copy there "Appeal to emotion and follow up with a swift shift to intellect"

Want to dig deeper than the core principles? Check out:

Core Principles


I have taken the lessons from this book and distilled it into 10 core principles:


  1. Build a picture in the buyer's eye of what she will get from your product.

  2. Use "bricks she can handle". Words and mental images that are common and familiar.

  3. The most effective method is 'The 1,2,3,4': This [x] is probably not like anything you've ever tried because: 1/2/3/4 reasons

  4. Find the main thing that your prospect is interested in.

  5. Forget about you and 'your proposition', 'your goods' and 'your interests'. What will the product do for the reader?

  6. Find the primal motive that your product appeals to and direct your copy there "Appeal to emotion and follow up with a swift shift to intellect".

  7. Alternate between persuasion and fear for optimal results in getting people to pay.

  8. What sells is not what your product is, but what it will do for your customer.

  9. Will you do me a favor? Ask a prospect to try your product or give you their opinion.

  10. These Magic Words for headlines are most effective in making people buy: How to/Truth/Life/Love/At last/Now/Advice/Fact's you should know about...



Let me know how these summaries. How can they be improved and what provides the most value? Contact me via Email (david@thisdomain.co) or on Twitter



The 80/20 of Worldly Wisdom: