The Robert Collier Copywriting Course

WHAT is there about some letters that makes them so much moreeffective than others?

A letter may have perfect diction, a finished style; it maybristle with attention-getters and interest-arousers; it mayfollow every known rule; yet when it reaches the Hall of Judgmentwhere the reader sits and decides its fate, it may find itselfcast into the hell of wastebasket-dom...

People will give, when you have stirred their emotions. People will invest, when you have aroused their cupidity. Andpeople want to know the future, so if you can persuade them thatyou are any sort of a Seer or a Prophet, they will buy yourforecasting service.

It all comes back to the point we made in the beginning-"Whatdo they want?" What is the bait that will attract your fishand make them bite? Find that-and you will be as successful inbringing back orders as any angler can be with a properly baitedhook in bringing in the fish.

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