Robert Collier - The Robert Collier Letter Book

2. The ease of it!

They have had opportunities to take night courses in schools and colleges that would, in time, give them every educational advantage that would have been theirs had they spent four years in college. But this entailed so much work. And an expenditure of time out of all proportion to its value to them in dollars, and they passed it by.

But along comes the chance to get all the essentials, under the guidance of one of the greatest educators the country has known, in only fifteen minutes a day! Dr. Eliot has used his forty years of experience to pick the few worthwhile books from all the millions that have been written, and edit them so that in a few minutes' pleasurable reading each evening, they can make up for the four years college they missed.

3. The free trial, no money or risk.

It is made so easy for the reader to examine the books, without obligation or risk of any kind. Naturally his curiosity is aroused to learn what books Dr. Eliot considers essential. He would like to see them, to glance through them, perhaps read a page here and there.

Well, here is his chance to do it without a penny of cost. Perhaps he has already read some of the books. Perhaps he is nearer the standard of his college friends than he had thought. It would be nice to see, anyway, and as long as it does not cost anything to have look—

No. 2 letter starts right where No. 1 left off: "Will you examine the "Harvard Classics" if we send you a set at our own expense for a week's free examination?"

Don't decide now whether you want to buy them or not. Plenty of time for that later. Just browse through them for a week and see for yourself how interesting they are, what absorbing entertainment what marvelous education.

Think of it! The world's civilization on a bookshelf! All that mankind has done, thought, gained or been—within the compass of a five-foot shelf of books! Can you afford not to look at it?

Education in the highest sense, entertainment in the best sense, all made possible in fifteen minutes a day. And then the price! A saving of $433.05 from the regular bookstore price of the same works in separate editions. That alone makes it a bargain well worth any man's money.

Then as an added inducement, it is a book of reference as well, an encyclopedia in itself. Surely it is worth your while at least to send for these books and look them over!

Then followed the Lincoln folder, with its appeal to ambition, its description and argument in its center pages, its proof of value in the reproduced letter from Brentano's on the last page.

Nos. 3 and 4 are reiterations of the same line of argument in different words and different pictures.

No. 5 is the old standby—the last-chance offer. It plays up the saving, it repeats all the advantages that are yours if you act now, all you may lose by delay. It emphasizes the no-money-no risk, then makes it so easy for you to order that it seems a shame not to take advantage of the opportunity.

In short, it tried to such good purpose to follow the rules laid down in the previous chapters, that even as the fifth letter in the series, it brought back $39 orders at a cost of less than $2 an order! Than which there are few quicker methods of making money.

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