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Special Report: Analysis of Bruce Barton’s 100 Percent Response Letter 109

And I love this because in a way he’s mind reading,
but what he’s doing is creating rapport. He’s merging
with what people are already thinking.

This is one of the techniques that Robert Collier and
the famous Robert Collier letter book talks about—
something like “getting on the same train that your
reader is on” so that you’re going in that direction to
begin with. In hypnotic terms, you’re merging with their
cultural trance. So he’s beginning that by saying, “But
there is another side to a man, which every now and then
gets restless.” We’re all going, “Yes! I know what you are
talking about, Bruce. I understand right where you
are coming from. I feel that way.”

And then when he asks, “What good are you any-
way?,” all of these people at some point or other, includ-
ing us, are moved. People have told me they read this
letter today, and they want to give money to Berea
College—that’s powerful. And part of the reason for
what’s going on is that they are creating this rapport.
Bruce is saying, “Yes, I know what you are thinking,”
without actually saying it.

He goes on with the next paragraph and says, “Of
course, we chip in to the Church and the Salvation Army,
and dribble out a little money right along in response to
all sorts of appeals.” Then he says, “But there isn’t much
satisfaction in it. For one thing, it’s too diffused and, for
another, I’m never very sure in my own mind that the
thing I’m giving to is worth a hurrah and I don’t have
time to find out.” I swear, Craig, I have thought that
very same thing. I have given to this, that, and the other
cause, and done the same questioning process.

I’ve wondered, well, if I give $50 or $5,000 or $50,000,
does that really make a dent in what needs to be done