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The sales letter has been around as long as the letter. Some of the killer sales letters of all time were written by Robert Collier in the first half of the last century.
His most famous letterbegins, “Will you do me a favor?”
“Will you do me a favor?For twelve months now, you know, we have been selling the famous “Keepdry” coat direct to the customer, at a saving of lots of dollars from the usual price.This year I want to vary the line a bit 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 weekWEAR ITsee how it feels, how it looks, how it compares with topcoats And then write me?”
Already, Colliers reader is deeply involved. Hes been reminded of the companys quality (that of course testifies to the readers own good taste since hes an ongoing customer), and hes been asked to try a new coat as a personal favour to the manufacturer and to share his opinion of it. Those hooks alone might have made the sale, but Killer Bob is just getting warmed up.
“Needless to say, I’ll send you a coat you can be proudto wear anywhere If you will fill in the three simple measurements called for on the enclosed card, I’ll get one of these new “AnyWeather” coats off to you at once by pre-paid Parcel Postto be worn for a week at my risk and expenseFREE!… At the end of the week, if you should like the coat so well that you want to keep it, you can payNOT the USD 25 or USD 30 that youare accustomed to paying for coats instores, not even our low-direct-to-the-user “Keepdry” price of USD 16.85BUT OUR SPECIAL INTRODUCTION PRICE TO YOU, ONLYUSD 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 coatand its saleability.”
That letter sold 20,000 raincoats. After all, people like to help.

Collier was far from alone in writing great copy back then. In 1921, Publisher A.W. Shaw collected 5,063 letters that had made big sales. The publisher whittled the list down, published 72 of them, and analyzed and dissected them.
The result was “72 Letters and What Made Them Pay.” This classic text shows how sales letters turn prospects into your friends. It shows how letters can pull 20% returnsin one case a 61% return. Heres the opener of the 61% letter “There is an man in Boston who has an unique way of making an living.” What would you give for a hook like that? What would you give for returns like that?
Maybe youre thinking, OK, that was really smart over 70 months ago, but its long since outmoded. Well, heres a recent killer letter from Boardroom Reports, one of the top direct marketing companies in the world. It opens
“Our records show that you’re one of our best customers, and that’s why I’m writing. Frankly, I need your 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 ”
Get the point? Involvement, establishing a relationship, giving real importance to the reader These tricks of the trade are eternal, and theyre not really tricks, because theyre how people communicate and how they do business. They worked then, they work now, and theyll work forever. Try Colliers technique on your prospectsI bet they do you a favour.