The Secrets of Powerful Letters From The Man Who Sold Coal By Train Carload

            Okay, the next secret from the ages comes from “The Robert Collier Letter

Book” by Robert Collier. This has long been out of print and very difficult to locate. Collier was able to sell almost everything under the sun and make millions. He started out selling coal by the train carload just through direct mail letters. Robert Collier’s book is practically the bible of how to write letters that get results...and right now I want to reveal to you how to use a few of his little-known secrets of effective sales letters.

            Collier tells where the idea for his famous “Will you do me a favor?” letter came from. He tells how he read about a manager whose company had been extremely competitive with another company and it was in this manager’s best interest that the two companies should join together. This manager figured that people feel most kindly to someone for whom they’ve just done a favor for. So he went to his rival and asked him for a favor, he wanted to know how to handle customers taking advantage of their terms. Well, this little technique helped to bring these two companies together.

            So Collier rightly figured it might work in print. He used it to get rid of 20,000 raincoats and over a dozen other products. This letter is universal in it’s application. Take a look at the letter Collier used:

            Dear Customer,

            Will you do me a favor?

            For twelve years now, you know, we have been selling the famous “Keepdry” Coat direct to the consumer, at a savings of many dollars from the usual retail price.

            This year I want to vary our line a bit, so I have changed the fabric to one that looks like a smart topcoat -- but will still shed rain. And instead of the usual double-breasted raincoat model, I’m using a single-breasted topcoat model that appeals to men because it has style, and yet retains that loose, comfortable look of the well-tailored light overcoat.

            I believe that anyone who ever gets out in stormy or wet weather will like this “Any Weather” Coat better than any raincoat or topcoat he can buy, but you know how it is in merchandising -- you can never be sure of such things until after you have sunk a lot of money in them.

            Which brings me to the favor:

            I want to make sure of the demand -- or lack of demand -- before we sink too much money in this new coat. So I’ve come to you as a customer of the house:

            Will you try out one of these new “Any Weather” Topcoats for me for a week 

            -- WEAR IT -- see how it feels, how it looks, how it compares with topcoats    you have bought at $25 or $30? Above all, how it keeps out wind and rain?

            And then write me?

            Needless to say, I’ll send you a coat you can be proud to wear anywhere -- a coat that will fit you as though made to measure by your own tailor.

            I can do it, you know, because we have so much greater a range of sizes than any retail store. Where the retailer carries coats in half a dozen sizes and only one length, we have 57 different sizes and 5 different coat lengths!

            More than that -- where ordinary raincoat or topcoat serves but one purpose, this new “AnyWeather” is topcoat, motor coat, sport coat and raincoat -- all in one! It can be worn on every occasion that a light overcoat is used -- and in a heavy downpour as well! Every man needs a coat like this for rainy days -- for chilly nights -- for auto rides.

            Stormy days will never again mean chills and colds and ruined clothes if you wear an “AnyWeather” coat. It will protect your health and your clothes, yet keep you looking and feeling as smartly dressed as ever.

            But I did not start out with the idea of selling YOU the coat. I just want to satisfy you that it is one you will be proud to wear anywhere, in any company, in any weather.

            If you will in the three simple measurements called for on the enclosed care -- I’ll get one of these new “AnyWeather” coats off to you at once by prepaid Parcel Post -- to be worn for a week at my risk and expense -- FREE!

            At the end of the week, if you should like the coat so well that you want to keep it, you can pay -- NOT the $25 or $30 that you are accustomed to paying for coats in stores, not even

our low Direct-to-the-User “Keepdry” price of $16.85 -- BUT OUR SPECIAL INTRODUCTORY PRICE TO YOU, ONLY $14.85!

            Otherwise just send it back at our expense, and in payment for the week’s wear, tell me frankly your honest opinion of the coat and its salability.

            Naturally, I am not making offers like this to everyone, so whether you accept it or not, I should feel obliged if you would return the card so as to insure against its falling into other hands.

            Naturally, too, your opinion will be of value to me only if I get it NOW -- before the Fall season has really opened -- before we are definitely committed for any great quantity of these new all-weather coats.

            Won’t you, therefore, fill in the three simple measurements on the card TONIGHT if you can, and mail it? On second thought, better mail it right away -- while you have it in your hand -- so there will be no chance of forgetting it. 

            I thank you for your courtesy.

                                                                                    Yours for mutual cooperation,

  

            You should notice the psychology involved here. People love giving opinions and by asking them you make people feel important. Plus, people want to help when asked. 

            Boardroom reports, one of the top direct marketing companies in the country,

(the people who write Bottom Line Business, Bottom Line Personal, and Bottom Line Health) are using this technique nearly 70 years later for two different offers (gee, I guess it still works). Here’s the opening to a recent letter I received:

            Dear Yanik:

            Our records show that you’re one of our best customers, and that’s why I’m writing.

            Frankly, I need you help.

            I’m asking you to take part in a little marketing trial I’ve put together. Our company has a lot riding on the outcome, so I’m really hoping you’ll participate.

            If you do, I’ll send you one of the most valuable gifts we’ve ever given away. It’s our giant new, 51,000-word book, the “DOCTOR’S LITTLE BLACK BAG OF REMEDIES AND CURES, Vol. I.”

             

            I’ll explain our marketing trial in a moment...and why your “verdict” is so important to us. But first, let me tell you about the special free gift you’ll receive just for taking part.

            (tells about free gift).........

            You can see why I say this is such a valuable book, and it’s yours FREE just for taking part in my marketing trial. So what’s this “marketing trial” all about? Here’s the story...

            We’ve just launched what I believe is the most unusual and valuable health magazine ever published. It’s called Bottom Line/Health, and I very much need to know what you think of it. 

            Here’s why... (goes on to explain how the fairest, most honest way to introduce new products is through sampling. Then makes call to action).  

            Okay, there’s one more opening Collier used that was magical. Here’s how it goes:

 “With your permission, I am going to send you FREE a new, self-filling black beauty fountain pen-pencil, with your name stamped upon it in 24 carat solid gold leaf.” Or...

             

            “With your permission I am going to make an analysis of the soil of your lawn to determine -- at my own risk and expense -- what elements are lacking in it, what you need for stronger, healthier, more closely grown turf.”

            These openings have been used over and over again because they work. Here’s how a recent mailing from Rodale press started (mind you this is the control for the last 3 years -- not an easy task when you mail millions):

            Hot new book reveals...

      The Astonishing Sex Secrets Of The Most Satisfied...Most Knowledgeable...And Most Respected Lovers in the World!

Learn to enjoy the best sex of your life, at any age... with the amazing secrets and discoveries in this just-released “For Men Only” book that is dramatically changing men’s (and women’s) lives literally overnight...

            Dear Friend,

            With your permission (and with strict precautions for privacy), I am going to send you one the most important and exciting books every released by an American publisher.

Yanik Silver