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
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:
- How to
- Truth
- Life
- Love
- At last
- Now
- Advice
- 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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