Robert Collier’s 6-Step Formula to Writing Irresistible Sales Letters

Robert Collier’s sales letter formula is a classic copywriting technique you can use to whip up high impact ads that inspire people to take action.

In his classic work, The Robert Collier Letter Book, he presents six essentials of a good sales letter:

  1. The Opening: Grab the reader’s attention immediately with a strong hook or question.
  2. The Description or Explanation: Paint a vivid picture of the problem your product or service solves, highlighting the benefits and advantages.
  3. The Motive or Reason Why: Appeal to the reader’s emotions and desires, showing how your offer will improve their life.
  4. The Proof or Guarantee: Build credibility by providing evidence, testimonials, or guarantees to reassure the reader.
  5. The Snapper or Penalty: Create a sense of urgency by emphasizing the potential consequences of not taking action.
  6. The Close: Clearly state the desired action and make it easy for the reader to take the next step. Tell them what to do and how to do it.

By effectively utilizing these six elements, Collier’s formula can help create persuasive and effective sales letters that generate a direct response in the reader.

Here’s an example of these six essentials in action:

Headline: Sleep Like Royalty Tonight

Opening: Are you tired of tossing and turning all night long?

Description: Imagine drifting off into a deep, relaxed sleep, waking up refreshed and ready to conquer the day. Our luxurious, cloud-like Gold Line memory foam mattress is designed to provide the ultimate comfort and support to give you that royal experience.

Motive: Say goodbye to back pain, joint aches, and sleepless nights. Our mattress is tailored to your body’s unique contours, ensuring optimal spinal alignment and pressure relief all night long.

Proof: But don’t just take our word for it. Thousands of satisfied customers rave about the transformative power of our Gold Line mattress. It has a 5-star rating on Amazon and Good Housekeeping gave it a 10/10 for side-sleeper comfort. We also give you a risk-free 100-night sleep trial. If you don’t absolutely love it, we’ll take it back—no questions asked.

Snapper: Don’t miss out on our limited-time offer. For this weekend only, we’re offering free delivery and setup, and we’ll even haul away your old mattress at no cost ($199 total value). Offer expires Sunday, October 15th at 8 p.m.

Close: Visit our store today and experience what it’s like to sleep like royalty with our Gold Line mattress. We’re located at 123 North Street, Some Town, VA.