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120 The Seven Lost Secrets of Success

To go back to where you were talking about what
charities to give to and looking for a valid one and all
that, by giving all the specific prices and costs for every-
thing, he’s also underscoring “we did a lot of research
here.” He’s not saying, “Oh, let’s just chuck some money
at this and hopefully it will work out.” He’s actually dis-
playing proof here and showing you that in truth, every
dollar does count in this environment. Sixty cents—he’s
giving very specific amounts so that again at the end,
you don’t have any questions about, “Well, what’s this
money for and how is it allocated and what does it really
cost to run this and to succeed,” as he’s setting it up.

But yes, I do think that’s setting up that these are all
men he’s addressing. So, there’s no gender confusion.
I think the “she” is definitely a brilliant stroke there.
And I also like how he says, “Now we come to the
hook.” Because you also can’t hide that they know at
some point they are going to get hit up for something,
and here he is being very honest about that. And that
disarms them because they don’t feel like it’s a game.
Okay, he’s going to ask now. And he’s stating he’s going
to ask. And here’s a hook. He’s even calling it a hook.
So, I think when you are up-front and honest like that,
it removes the pressure of being suspicious and looking
for the hook.

Joe: Well, I think I should point out that I put this let-
ter in the chapter about the lost secret that’s called “sin-
cerity” because this letter reeks of sincerity. And I think
that sincerity needs to be in all the letters that we send
out—not just a fund-raising letter but in all of them—the
personal letters, the e-mails, the sales letters, everything
that you can think of. This letter is very sincere, and of