Download PDF The Robert Collier Letter Book, by Robert Collier
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The Robert Collier Letter Book, by Robert Collier
Download PDF The Robert Collier Letter Book, by Robert Collier
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Produktinformation
Taschenbuch: 406 Seiten
Verlag: BLURB INC (23. Mai 2019)
Sprache: Englisch
ISBN-10: 1388273314
ISBN-13: 978-1388273316
Größe und/oder Gewicht:
15,2 x 2,3 x 22,9 cm
Durchschnittliche Kundenbewertung:
2.7 von 5 Sternen
3 Kundenrezensionen
Amazon Bestseller-Rang:
Nr. 590.181 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
Ich habe das Buch gekauft, da die copywriting Legende Gary Halbert empfohlen hat. Der Inhalt an sich ist auch ganz in Ordnung.Die Kindle Version bekommt von mir jedoch nur einen Stern, da die Formatierung einfach nur SCHLIMM ist!Es sind auf fast jeder Seite Rechtschreibfehler. Der Text ist an manchen Stellen wahllos eingerückt. Es wird nicht angezeigt, wo eine Werbung aufhört und die andere anfängt. Einige Wörter haben mitten im Wort Leerzeichen?!?!?!?!Ich habe den Eindruck, dass der "Herausgeber" einfach nur mit einer OCR Software über das physische Buch drübergegangen ist und es nicht einmal gelesen hat. Eine solche Formatierung gehört VERBOTEN und ich hoffe, dass Amazon diese Kindle Version entfernen wird.
Ich habe mich gefreut, einen Klassiker des Werbetextens zu finden, der sich noch im Druck befindet und nicht wie Gold auf dem Gebrauchtmarkt gehandelt wird. Leider handelt es sich lediglich um den (nicht besonders professionell) zusammenkopierten Text des Buchs. Die zahlreichen Abbildungen der Werbebriefe und Anzeige der ursprünglichen Fassung fehlen, bzw. wurden durch weißen Freiraum(!) ersetzt. Annehmlichkeiten wie Seitenzahlen oder ein Inhaltsverzeichnis fehlen ebenfalls.Ich habe das Buch zurückgehen lassen und mir die Originalfassung von 1937 bestellt.
Das Letter Book von Robert Collier sollte eines der Beginnerbücher für Direct Responsler sein. Für Menschen, die mit schriftlichen Verkaufsgesprächen im Internet, oder auf dem Postweg Umsatz machen wollen.
Many of the copywriting greats cite this book as one of maybe three foundational, wellspring, headwaters books for the entire industry of direct mail, and probably direct response marketing itself. I have heard Dan Kennedy talk endlessly about him. Gary Halbert puts this book in the first three of his recommended reading (and hand-copying) for aspiring copywriters, and none other than Yanik Silver has put a review of this book on this page. (If you don't know who Yanik Silver is, look him up. He's one of the most successful direct response copywriters working today.)So what should you expect when reading this book?Gary Halbert makes the point repeatedly, in different ways and places, that if your message is true, and good, and contains real value, then you don't need to obsess about the 'quality' of your medium to convey that message. He says essentially "If some guy hands you a crumpled up note that he pulled out of his pocket, and on it it says 'Your wife just gave birth to triplets', you're not going to dismiss this because it came on a crumpled up piece of paper."This point is worth bearing in mind when you order and read this book. The message itself is unparalleled, still accurate after almost 100 years, even though few people are probably selling rain coats via printed sales letters any more. Everything important is in here, and anyone who wants to call themselves a professional copywriter (or in-print salesman to quote Halbert again) should read, and re-read, and then re-read this book.Now, about the editing and typos. The other reviewers are right - they're everywhere and something distractingly so. I think whoever has printed this new version had some scanning software that read and re-typecast the text for this edition, and the software repeatedly injects odd symbols or letter combinations in the text, and puts the spacing of paragraphs and text at odd intervals. Sometimes it's hard to tell where his examples of sales letters end and where his commentary on them begins because there is very little body formatting to suggest it.But you know what?What he is writing about is so important, so valuable, and so helpful that you should STILL buy this book and swallow it whole, maybe even adding your own formatting notes to make sense of it yourself.The Greats are right - this IS one of the best books ever written on copywriting and direct mail, up there with Claude Hopkins "Scientific Advertising".You should just deal with the fact that a crumpled, hand-scrawled note has delivered you the good news about your triplets. If you're too short-sighted to understand that this is in fact how and why good sales letters succeed, then you really don't understand what copy-writing is all about.
This version has serious typographical errors which make reading very difficult.Either order directly from Robert Collier Publications or search Amazon for the following ISBNs:ISBN: 0912576200 orISBN-13: 9780912576206
After you've read scientific advertising and gotten the general idea of direct response, this is the only book you need on copywriting. Just understand that it's not really a step-by-step book, nor is it a page turner. It's more of a reference book.You should, however, muscle through the entire book at some point if you're a serious copywriter or even if you hire copywriters on a regular basis. I have personally adopted a number of ideas from Mr. Collier's copy over the years and have seen great results from the copy.I've also read a lot of other copywriting books and attended the seminars, yada yada, but I gotta tell ya - as far as value for money and stuff I actually use .... this is pretty much all I ever needed. To give you an idea, I've been marketing online and off for over 16 years and I've seen the great majority of the "greats" work. So this is high praise.I recommend it to everyone in my entrepreneurs' inner circle group and really anyone that wants to understand how a good offer is constructed and how you get people to pull out their wallets and buy immediately.Oh and one final thought. While the book is available in electronic formats, don't bother. It's too big and too much of a reference book to be manageable in electronic form. I'd pick up a paper copy even if you don't normally do paper books.
This book constantly comes up when top copy writing books are mentioned. Along with Scientific Advertising, Ogilvy on Advertising, Reality in Advertising and Tested Advertising Methods.It's really just a big swipe file. Collier narrates you through his career in copy writing. He gives the mindset behind the copy he writes.One thing I'd like to point out that I didn't see any other reviewer touch on: his sales letters always have just as much power in the offer being made as in the persuasive power of the body copy. In every letter he asks the reader to try the product out free of charge for a week. If you like it, keep it. If not, send it back on our dime.He really takes the notion of making it easy for your prospect to buy to another level. In the Gary Halbert Letter I once read that the offer is much more important than the copy. The Robert Collier Letter Book bears witness.P.s yeah, the formatting is screwed up. Whatever program they used to transcribe the text did a port job throughout the book.
I have read about 1/5 of the book and thought I would give a review at this point.There are many great concepts mentioned in this book with examples of long-ago given. Since it is a principled book, the older examples are not a problem. The principles will last a long time.I have already found a number of what I thought to be typos, but now wonder if this book was a scanned/OCR version of an original. For instance, in the same paragraph objec (where the letter "c" was the cents symbol. Then the next paragraph the same thing happened with the word prospec. The words should be object and prospect. I have seen this in OCR text that was not cleaned up after being electronically scanned.One annoying thing is that at times you are unsure when you are being taught a principle and when the author is given an example of one because you don't know when the examples are finished. The use of indented text mean little, though you think it means an example is being given .. not always. When I figure out what is going on, I put a horizontal line to separate examples from each other and from principle teaching.
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