The Robert Collier Letter Book

Robert Collier

The Robert Collier Letter Book



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Written in the early 1930s, Robert Collier's The Robert Collier Letter Book is a manual from which even today’s top sellers can learn something. The author explains how to write an effective sales letter, using hundreds of examples and case studies. The basis of his method is total identification with each reader and the state of mind they are in when they receive the sales letter. Collier speaks to his readers with enthusiasm, and reveals many useful principles for practicing persuasive copywriting techniques, not only in letter writing but in all sales activities that involve the written word.

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Analysis and key concepts


For a sales strategy to be defined as effective, we first need to study the client’s potential, and then the product


Behind every successful sales letter always lies an emotional thrill that drives your reader to carry out an action


Through storytelling you can capture people’s interest and hold the reader’s attention


People buy to enjoy the benefits or advantages of a product or service. The task of a copywriter is to anticipate their reader’s desires


The importance of hooks in the sales letter to convince the reader to take action without delay


The importance of “try before you buy” and of the first sale to earn a loyal customer and to multiply your profit


The concepts of guarantee and continuity: how to earn loyal customers and continued earnings


The secret to writing the ideal sales letter




Take-home message

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Many useful tips to:

  • Learn the principles of persuasive copywriting from one of the best in the business.
  • Read hundreds of examples of real, successful sales letters.
  • Learn to write a sales letter that will make people buy.

Robert Collier (1885-1950), an American writer and essayist, is considered one of the greatest copywriters of sales letters. A prolific reader, after working as a mining engineer, he went to work in what we would now call the marketing department of the family publishing house. His innovative ideas in persuasive sales-related copy led him to sell books, travel bags, coats, and other goods to the tune of millions. Collier wrote down the skills he acquired in The Robert Collier Letter Book, which is still one of the most comprehensive volumes on copywriting to this day. He has also written about New Thought, selling over 300,000 copies of his book The Secret of the Ages.

Publishing house:

Martino Fine Books