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    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature
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9 Copywriting Lessons from Robert Collier​

Robert Collier was an American author who published numerous books including many on copywriting. This article explores key lessons writers can learn from Collier’s work. 

Robert Collier was an American author who wrote numerous new thoughts and self-help books. He spent much of his life in the editing, writing, and research industry with his most popular book selling more than 300,000 copies.

His work, ‘The Secret of the Ages’ is arguably the foundation of the world-famous self-help book ‘The Secret’ which has become widely popular over the last few years. 


As well as being a pioneer of the self-help industry, Collier was also widely considered to be a genius in the world of direct mail.

He published numerous books on the subject of marketing including ‘How to Make Money at Home in Spare Time by Mail’ and ‘Copywriting & Direct Marketing.’
​

Below, we’ll discuss some of the key lessons that copywriters can learn from Collier when honing their skills.
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Write The Best Opening

Collier firmly believed that writing the best opening was key to immediately grab the attention of the reader. He suggested that writers approach this by considering the “inner conversation” that audience members were having with themselves before they viewed the copy. 

This inner conversation could be about anything from a hard day of work to a craving for food that they have had since lunch.

​As Collier postulated, if you can jump into the train of thought for the customer, then you can get them interested in what you can offer. This interest could trigger further curiosity about what you have to say. But, you need to hit the right mark from the beginning. 
​

If your opening doesn’t hit the right mark, then you will already lose the attention of your readers.

Consider The Basic Proposition ​

Collier also suggested that it was important to use content to explain the basic proposition. Essentially, a copywriter needs to show the audience what they have to offer and what they can bring to the table. 

The copy should mention the benefits or advantages of a product or service. Within these advantages, the copywriter should also draw attention to elements that make a service or product stand out more on the market. 

It’s important to understand and address the pain point of the audience. Collier believed that copywriting should address the needs and desires of the reader. 
​

Finally, within the description of a product or service, you must show why a product is unique and ideally suited to the specific audience. Including this information will help you create a foundation that you can then use to build out your argument as to why readers should be interested in a specific product or service.

Find The Motive ​

The basic proposition is all about honing in on the rational elements that guide an audience. However, Collier suggested that copywriters should also focus on the irrational or the emotional aspect.

This is the motive that pushes an audience towards a purchase decision. 


When writing copy, you should think about why your audience would be interested in the product, sign up for more information or provide support for your cause. 

Collier suggested numerous ways that writers could achieve this goal. They can create a mental picture of how customers feel and what is driving them. Collier was a firm believer in the power of imagery through copywriting, as we’ll discuss a little further down. 


​A writer can also focus on how the lives of the audience will change if they commit to a decision regarding the focus of the copy. You can highlight the transformation that could be experienced by the audience as well.

Use Visualization

As mentioned, Collier was a firm believer in the power of pictures. Collier argued that copywriters should avoid making a list of the points that they wanted to convey to audience members.

Instead, he argued that to be successful copywriters need to help an audience visualize an idea or concept in such detail that they can see the argument as a point that completes the puzzle. 


To do this, a copywriter needs to take an element that an audience member is already familiar with and add a new point of interest here. The writer can then build up this point until the picture is complete. 
​

According to Collier, the visualization should be embedded in an that drives the point home while allowing readers to become utterly immersed in the argument. (See also: 
Great Copywriters Use Verbal Imagery to Tell a Story
)

The Importance of The Closer

Collier claimed that the closing of a piece of copy is made up of two vital parts. The first is the penalty. It’s important to ensure that the reader feels as though they will lose out on something or miss something important to them. 

The losses that the reader will face should be specific as well as definitive. This should be part of the last paragraph. 

The other part of the closer is what the audience member will get by completing a specific action. As well as referring to what the audience will gain, you also need to ensure that they know the next step that they must complete. 

This is usually the call to action or CTA. It is important to ensure the audience member knows that there is a guarantee of delivered value while minimizing mentions of cost.

Focus on value rather than the price they will pay.


Focus On Emotions Over Logic

Unlike other professional copywriters and authors, Collier suggested that writers should focus on emotion rather than logic. He claimed that while tabloids outsell newspapers, very few people will read them.

Collier also referenced religion as another key example. Religion does not appeal to the intellect of an audience.

Instead, it hits at their emotions to connect and ensure that it creates the right impact. Indeed, getting an audience to complete the right action is all about ensuring that they develop the key emotions. 


Collier suggests that if you want an audience member to complete an action you need to make sure that you are triggering the right desire. It is not enough to simply provide information on the benefits of the products or service.

​People connect with content and make purchases based on their primary emotions. This is what Collier suggested writers tap into.
​

Use Dopamine

Dopamine is the hormone that is triggered when someone expects to receive a reward. There are various things in life that lead to the release of dopamine. For instance, it can be triggered by the use of social media like Twitter and Instagram. 

Collier suggested that the same type of hormone could be triggered through the best copywriting.

​He claimed that this can be achieved by telling the audience something new while also providing a key twist or element that reflects how it is relevant to them specifically. 


After this, it’s just a matter of ensuring that the copy is interesting and exciting enough to get the audience to the end and ensure that they reach the closer.

Using Grabbers

According to Collier, using grabbers can elevate the power of a piece of copy. These can be placed before or after the headline. Today, these are often referred to as click-bait titles.

Essentially, these are key phrases and ideas that drive people to click on a piece of content and engage with it. 


Click-bait titles are another way to help ensure that you connect the prime emotions of an audience. It can even trigger emotions such as a fear of missing out. This can be a powerful tool when working to get audience members to complete an action. (See also: Master the Art of Headline Writing!)

Simplify It


Finally, it’s important to ensure that you are simplifying your copy, cutting out any details that are irrelevant or potentially useless.

For instance, Collier suggested that writers focus on removing descriptive phrases as well as adjectives that can not be directly applied to the product. 


Writers are apprehensive about taking this step because they think it will reduce their amount of work. However, Collier claimed the work left would be more than enough to create the right image in the mind of the customer.

When simplifying the copy, Collier suggested that you should avoid exaggerating.

​If writing includes exaggerations, Collier suggested that the reader will dismiss the entire structure of the argument or pitch presented. 


It needs to be attractive without overselling what is on offer to the audience member. 

Furthermore, Collier warned against giving all the benefits and features of a product or service. Instead, he suggested that a writer should focus on one main point and then plant the sale piece around this key element. 

We hope this helps you understand some of the key and most crucial lessons from Robert Collier. With his timeless advice, you will have the building blocks that you need to write effective copy that is going to resonate with your target audience.

You will be astounded at the impact that this type of writing can bring and how it will elevate your copy.

(For more insights from pioneering advertisers, see also: 9 Copywriting Lessons From John Caples)
​

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  • Home
  • Courses
    • Copywriting 101
    • How to Create an Advertising Portfolio From Scratch
    • Direct Response Copywriting
    • 360 Copywriting Online
  • ABOUT
  • CONTACT
  • BLOG
    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature