You may notice many of my recommended copywriting books come from a bygone era, some almost a hundred years old.
That’s because basic human nature is perennial and doesn’t look like it’s changing anytime soon (a fact which amuses me no end when I hear modern day marketers prattle on about “shiny new objects” like social media).
And buyer psychology is just as evergreen.
While some may be quick to dismiss these classic advertising works as “quaint” and “dated”, there exists more wisdom in any one of these books than in the whole marketing department of your typical third level institution.
“The Robert Collier Letter” written in 1934 by, oddly enough, Robert Collier, is one such book.
If “Cashvertising” teaches you how to write punchy, high converting ads and “Breakthrough Advertising” trains you to develop a top copywriters mindset, “The Robert Collier Letter” is the bible for writing long form high converting sales letters.
Unlike “Breakthrough Advertising” it’s easy to read, and flows along in a free-flowing, almost hypnotic style.
Just like your sales letters should be…
A great sales letter will read like a casual conversation between two good mates down the pub, as opposed to the aloof corporate speak that passes for most sales copy today.
It should successfully gain your prospects attention, and “enter the conversation that’s happening inside his head” to address his worries, fears, desires and aspirations and present him with an “irresistible offer” that promises to alleviate his problems.
Exactly as Robert Collier teaches.
And if you happen to read this book, and get just that lesson, it’ll be worth its weight in gold to you.
But that’s just the tip of the iceberg..
You’ll also get access to countless battle-hardened, “tried and tested” sales letters that worked so profitably for Collier and his clients, a plethora of cash-producing specimens along with detailed explanations as to what exactly made them work so well.
Collier’s ads worked, because they had to. Postage wasn’t cheap in them days, so you’d better make bloody sure what you sent out actually worked.
So if for no other reason than to acquaint yourself with advertising that has been tried, tested and does the business, then you need to make this book a permanent, dog-eared fixture on your desk.
We live in a golden age of opportunity. In years gone past, copywriters desperate to get Collier’s invaluable knowledge paid ridiculous four-figure sums to get their filthy mitts on this book.
Heck, there’s even a famous story told by an A-List copywriter who had his house burgled and the only thing stolen was his copy of the “Robert Collier Letter”.
It seems even burglars the score with Collier. That alone should tell you valuable it was.
But today you can be buy it for less than a skinny latte Frappuccino and a ham and cheese Panini.
Are you able to forgo the Starbucks for just one day to gain this wisdom?
Keith “The Old-Skool Marketer” Commins
P.S. Turns out I forgot to include the link yesterday for Colin Wheildon’s type and layout. Here is it here..
P.P.S. The object of my discussion tomorrow is more than just a mere book, rather it’s a fully-fledged, lead generation system. It’s the blueprint I use for my own business, and tomorrow I’m sharing it with you. Until then..