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122 The Seven Lost Secrets of Success

of a check box: “Yep, that’s okay,” “Oh, well, I agree
with that.” “Of course, who could argue with that?” “Of
course, look at these virtuous people.” And now he’s
going to present them—defenseless—with the hook that
they’ve already been experiencing.

Joe: Which is beautiful. This letter is well worth the
study. Let me pause and give people a tip on one of
the ways to integrate the hidden mechanisms behind this
letter, because there is probably going to be a lot that
I don’t even see and you may not see and we certainly
can’t cover in this short time that we have together. So
I would suggest taking this letter and writing it out by
hand, not typing it into your computer, though you can
do that. But I would take a piece of paper and a pen and
write this letter out, word for word, because when you
start to do that, you start to make conscious some of the
things that are unconscious even to us as we are reading
and talking about this letter.

We are trying to dissect it right here but (and I haven’t
done this exercise) I just know that it would be very
powerful for me to sit down and write this letter out
word for word, and pay attention to the rhythm of it and
the flow of it and try to get into what Bruce Barton was
thinking when he wrote this line and then this line and
where was he going. And you’ll start to understand the
letter. You can do this with all great letters, and you can
become a much more powerful copywriter by doing this
one single exercise.

It may seem like it’s a little tedious unless you really
get into the enjoyment of becoming a master copywriter
by writing out famous letters in longhand, beginning
with this one.