The Robert Collier Letter Book: 80/20 Summary

• Amazon: Link

• Score: 7/10

• Skills Category: Copywriting

• Mental Models: Association, Commitment & Consistency Bias, Curiosity Instinct, Emotions: Fear, Incentives, Language Instinct, Vividness Bias

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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.

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Mental Model Mind Maps

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