About the book
Robert Collier's guide to writing sales letters covers commercial correspondence, direct-mail advertising and salesmanship. The publisher credits the success of his letters to his habit of writing to his readers' needs, and presents the techniques as transferable to web copy and email.
Tools of Titans names it Ramit Sethi's favorite copywriting book, calling it an oldie, in a passage on why he studies lasting principles of persuasion over perishable tactics.
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Ramit Sethi (Founder/GrowthLab)
If you understand principles, you can create tactics. If you are dependent on perishable tactics, you are always at a disadvantage. This is why Ramit studies behavioral psychology and the elements of persuasion that appear hardwired. One of his most gifted books is Age of Propaganda by Anthony Pratkanis and Elliot Aronson, and his favorite copywriting book is an oldie: The Robert Collier Letter Book, originally published in 1931.
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