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Special Report: Analysis of Bruce Barton’s 100 Percent Response Letter 115

for today when everyone is so desensitized by massive
amounts of advertising that I believe there is a definite
time and place to use an indirect approach like this.

Joe: This is beautiful. Well, you also pointed out that he
kept his audience in mind. Now this is going to be true
for every letter that we write. You want to keep the audi-
ence in mind, the people who are going to be receiving
the letter. You want to speak to them in their language
and keep their concerns in mind. What’s on their mind
as you begin writing to them? When they receive your
letter, what are they already thinking? And you want to
merge with that to the best of your ability. . . .

Bruce knew all of that. This is a brilliant letter, and
it’s only the beginning of it. So, we are going to see if
we can get through some more of it. He’s going to begin
giving you the background. And of course he leads
into this story, beginning with, “Among the first com-
ers to this country were some pure-blooded English
folks who settled in Virginia but, being more hardy and
venturesome than the average, pushed on west and set-
tled in the mountains of Kentucky, Tennessee, North and
South Carolina.”

He’s telling a story here, and as we all know, stories
are incredibly captivating. He’s revealing some of the
problems as he goes into the story because he begins
the next paragraph by saying, “They have had a rot-
ten deal from Fate.” Uh-oh, what was the rotten deal?
There’s a problem here. “There are no roads into the
mountains, no trains, no ways of making money. So our
prosperity has circled all around them and left them
pretty much untouched.” I love this because he’s also
playing the emotion card.