David de Souza
The Robert Collier Letter Book: 80/20 Summary
Updated: Feb 9, 2022
Skills Category: Copywriting
Mental Models: Association, Commitment & Consistency Bias, Curiosity Instinct, Emotions: Fear, Incentives, Language Instinct, Vividness Bias
Mental Models from the book:
'The Robert Collier Letter Book' can be summarised into 7 mental models:
Use "bricks she can handle". Words and mental images that are common and familiar.
2. Commitment & Consistency Bias
Ask a prospect: "Will you do me a favor and try our product and give you their opinion."
3. Curiosity Instinct
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.
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".
4.1 Emotions: Fear
Alternate between persuasion and fear for optimal results in getting people to pay.
Find the main thing that your prospect is interested in.
Forget about you and 'your proposition', 'your goods' and 'your interests'. What will the product do for the reader?
What sells is not what your product is, but what it will do for your customer.
6. Language Instinct
These magic words for headlines are most effective in making people buy:
Fact's you should know about...
7. Vividness Bias
Build a picture in the buyer's eye of what she will get from your product.
Mental Model Mind Maps
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