Оглавление
Robert Collier. The Letter Book
The Letter Book
Table of Contents
PREFACE
CHAPTER 1. WHAT IS IT THAT MAKES SOME LETTERS PAY?
CHAPTER 2. HOW TO AROUSE THAT ACQUISITIVE FEELING
CHAPTER 3. GETTING NEWS INTEREST INTO YOUR LETTER
CHAPTER 4. WORD PICTURES THAT MAKE PEOPLE WANT YOUR PRODUCT
CHAPTER 5. MOTIVES THAT MAKE PEOPLE BUY
CHAPTER 6. THE PROOF OF THE PUDDING
CHAPTER 7. SUPPLYING THAT IMPULSE
CHAPTER 8. HOW TO PUT A HOOK INTO YOUR LETTERS
CHAPTER 9. THE SIX ESSENTIALS
CHAPTER 10. HOW IT ALL BEGAN
CHAPTER 11. THE FIRST OLIVE
CHAPTER 12. SELLING $2,000,000 WORTH OF O. HENRY STORIES
CHAPTER 13. A WAR HISTORY THAT SOLD
CHAPTER 14. BOOKS THAT MANY PEOPLE KNOW
CHAPTER 15. HOW WELLS’ "OUTLINE" WAS SOLD
CHAPTER 16. HOW THE BOOKBUYERS SAVED A CAMPAIGN
CHAPTER 17. A GIANT OF THE MAILS
CHAPTER 18. THE THIRD FIFTY THOUSAND
CHAPTER 19. Will You Accept This Little Gift?
CHAPTER 20. ONE MILLION DOLLARS’ WORTH OF ORDERS IN THE FIRST SIX MONTHS
CHAPTER 21. HOW CLOSELY CAN YOU FOLLOW UP LEADS?
CHAPTER 22. WE HELP TO START A STORE
CHAPTER 23. HOW TO REACH THE LEADERS
CHAPTER 24. COLLECTING WITH A SMILE
CHAPTER 25. THE IDEAL SALES LETTER
CHAPTER 26. HOW TO RAISE MONEY BY MAIL
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Robert Collier
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And his case is typical of every great mail success. What sold the "Book of Etiquette?" It had been gathering dust on the shelves of Doubleday, Page & Co.’s stock room for ten to fifteen years when Nelson Doubleday suddenly brought it to life and sold a million copies. What caused the sudden demand? Not, you may be sure, any wave of culture or politeness sweeping over the nation, but simply the fear aroused in the readers of Doubleday’s letters and advertisements that some unconscious gaucherie might cause them embarrassment.
Why do people buy reducing belts, face creams, hair tonics? Why do they diet and go through arduous exercises? Not because their reason tells them they need these things, still less because they like them—but because their emotion of vanity impels them!
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