The Robert Collier Letter Book -

: Show what they lose or miss out on by not acting.

: Explain why they need it (appeal to ego, gain, or fear of loss). The Robert Collier Letter Book

: Paint a vivid picture of the product or service. : Show what they lose or miss out on by not acting

Collier outlines a specific structure to move a reader from indifference to action: The Robert Collier Letter Book

: Write as if you are sending a personal note to a friend.