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  • Writer's pictureDavid de Souza

The Robert Collier Letter Book: 80/20 Summary

Updated: Feb 9, 2022


Mental Models from the book:

'The Robert Collier Letter Book' can be summarised into 7 mental models:

1. Association

  • 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.

4. Emotions

  • 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.

5. Incentives

  • 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:

    1. How to

    2. Truth

    3. Life

    4. Love

    5. At last

    6. Now

    7. Advice

    8. 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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