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82 The Seven Lost Secrets of Success

product or service is “the best.” Their theory is that your
have to sell people, and blowing you own horn is the trick.

Barton knew you could gain the public’s trust by let-
ting them know you were human, which means you may
not be the best, the brightest, or the most amazing.

When I wrote the sales letter to offer this book to my
clients and customers, I of course talked about Barton,
his ideas, and how the secrets have helped legends
throughout history. But I also included a line that said
this book isn’t a “get rich overnight” book. That one
statement made everything else in my letter believable.

When I wrote a sales letter for a software company in
California, I told all about the wonders of the software
program. But I was certain to include a line that gave
away my honesty.

I said, “The program doesn’t do your thinking for
you, but it does help you think better by joining forces
with your own mind.”

That one apparently weak point made every other
point in my letter believable.

THE FRONT PORCH

Bruce Barton used this secret (and two others) when he
wrote a “front porch” interview with Calvin Coolidge,
president of the United States in the Roaring Twenties.

The common belief at the time was that people were
interested in the politics of politicians. Sounds logical,
right? But Barton had a hunch that people were more
interested in the human qualities of politicians, and espe-
cially of the President.

Barton interviewed Coolidge. They spoke of personal
interests, family, and other nonpolitical subjects. Barton