The letter book by Robert as he stated in his preface is not to teach you to write an epistle to a customer but “is for the businessman who already knows the theory of letter writing but is looking for more effective ways of putting it into practice.” In 26 chapters and 347 pages Robert teaches effective business letter writing.
Chapter 1: What is it that makes some letters pay?
Find the thing your prospect is interested in and make it your point of contact, rather than rush in and try to tell him something about your proposition, your goods, your interests.
Chapter 2: How to arouse that acquisitive feeling
Appeal to the reason, by all means. Give people a logical excuse for buying that they can tell to their friends and use to salve their own consciences. But if you want to sell goods, if you want action of any kind, base your real urge upon some primary emotion!
Chapter 3: Getting news interest into your letters
Tell a man something new and you have his attention. Give it a personal twist or show its relation to his business and you have his interest.
Chapter 4: Word pictures that make people want your product
The mind thinks in pictures, you know. One good illustration is worth a thousand words. But one clear picture built up in the readers mind by your words is worth a thousand drawings, for the reader colours that picture with his own imagination, which is more potent than all the brushes of the world’s artist.
Chapter 5: Motives that make people buy
Summed up, arousing the right motive comes down to making reader want what you have to offer, whether that be merchandise or money or credit or merely a clean bill of health- not merely for what it is, but for what it will do for him!
Chapter 6: The proof of the pudding
True testimonials are in rather bad odor of late, due to the way advertisers have run after celebrities and bought their endorsement of everything from chewing gum to pajamas. But there never will be a time when a testimonial, which has the ring of truth about it, will not be a potent factor in dispelling doubt in the mind of a hesitant customer.
Chapter 7: Supplying that impulse
So do not give your prospect the chance to spring any ‘manana” upon you. Beat him to it. Tell him not to decide now- on your main proposition. Instead, put his mind to working on some minor point- and you will find that a favorable decision on it will, in three cases out of four, carry the major proposition along with it!
Chapter 8: How to put a Hook into your letters
Remember, too, that a successful close has two parts. The first is the persuasion and inducement. It shows your reader the gain that is his by ordering, the chances of loss he takes by delay. It emphasizes the guarantee and minimizes the cost.
Chapter 9: The six essentials
-The description or explanation
-The motive or reason why
-The proof or guarantee
-The snapper or penalty
Chapter 25: The ideal sales letter
When you have your ideal letter to your satisfaction, let it cool for a day. The next day, go over it and cross out every descriptive phase and adjective that cannot honestly be applied to your product.
“People will give when you have started their emotions. People will invest, when you have aroused their cupidity. And people want to know the future, so if you can persuade them that you are any sort of a seer or a prophet, they will buy your forecasting service.”