- Paperback: 482 pages
- Publisher: www.bnpublishing.com (14 June 2012)
- Language: English
- ISBN-10: 1607964570
- ISBN-13: 978-1607964575
- Product Dimensions: 15.2 x 2.5 x 22.9 cm
- Average Customer Review: Be the first to review this item
- Amazon Bestsellers Rank: #1,06,193 in Books (See Top 100 in Books)
The Robert Collier Letter Book Paperback – 14 Jun 2012
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Most helpful customer reviews on Amazon.com
You should, however, muscle through the entire book at some point if you're a serious copywriter or even if you hire copywriters on a regular basis. I have personally adopted a number of ideas from Mr. Collier's copy over the years and have seen great results from the copy.
I've also read a lot of other copywriting books and attended the seminars, yada yada, but I gotta tell ya - as far as value for money and stuff I actually use .... this is pretty much all I ever needed. To give you an idea, I've been marketing online and off for over 16 years and I've seen the great majority of the "greats" work. So this is high praise.
I recommend it to everyone in my entrepreneurs' inner circle group and really anyone that wants to understand how a good offer is constructed and how you get people to pull out their wallets and buy immediately.
Oh and one final thought. While the book is available in electronic formats, don't bother. It's too big and too much of a reference book to be manageable in electronic form. I'd pick up a paper copy even if you don't normally do paper books.
So what should you expect when reading this book?
Gary Halbert makes the point repeatedly, in different ways and places, that if your message is true, and good, and contains real value, then you don't need to obsess about the 'quality' of your medium to convey that message. He says essentially "If some guy hands you a crumpled up note that he pulled out of his pocket, and on it it says 'Your wife just gave birth to triplets', you're not going to dismiss this because it came on a crumpled up piece of paper."
This point is worth bearing in mind when you order and read this book. The message itself is unparalleled, still accurate after almost 100 years, even though few people are probably selling rain coats via printed sales letters any more. Everything important is in here, and anyone who wants to call themselves a professional copywriter (or in-print salesman to quote Halbert again) should read, and re-read, and then re-read this book.
Now, about the editing and typos. The other reviewers are right - they're everywhere and something distractingly so. I think whoever has printed this new version had some scanning software that read and re-typecast the text for this edition, and the software repeatedly injects odd symbols or letter combinations in the text, and puts the spacing of paragraphs and text at odd intervals. Sometimes it's hard to tell where his examples of sales letters end and where his commentary on them begins because there is very little body formatting to suggest it.
But you know what?
What he is writing about is so important, so valuable, and so helpful that you should STILL buy this book and swallow it whole, maybe even adding your own formatting notes to make sense of it yourself.
The Greats are right - this IS one of the best books ever written on copywriting and direct mail, up there with Claude Hopkins "Scientific Advertising".
You should just deal with the fact that a crumpled, hand-scrawled note has delivered you the good news about your triplets. If you're too short-sighted to understand that this is in fact how and why good sales letters succeed, then you really don't understand what copy-writing is all about.
There are many great concepts mentioned in this book with examples of long-ago given. Since it is a principled book, the older examples are not a problem. The principles will last a long time.
I have already found a number of what I thought to be typos, but now wonder if this book was a scanned/OCR version of an original. For instance, in the same paragraph objec (where the letter "c" was the cents symbol. Then the next paragraph the same thing happened with the word prospec. The words should be object and prospect. I have seen this in OCR text that was not cleaned up after being electronically scanned.
One annoying thing is that at times you are unsure when you are being taught a principle and when the author is given an example of one because you don't know when the examples are finished. The use of indented text mean little, though you think it means an example is being given .. not always. When I figure out what is going on, I put a horizontal line to separate examples from each other and from principle teaching.
Either order directly from Robert Collier Publications or search Amazon for the following ISBNs:
ISBN: 0912576200 or
I first purchased the book on Kindle. Frustrated with bad formatting, I bought the physical book only to find out it has NO pages numbers. I was going to reference this book is some articles I was writing. I guess so much for that.
The book, however, is a valuable resource for those interested in copy writing.