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124 The Seven Lost Secrets of Success

he’s going to ask us to do.” I just love this. Then he goes
on to say, “I have agreed to do this if . . .” If!

That causes me to have a role in the outcome and suc-
cess of that entire college and those ten boys who are just
waiting to be helped by Bruce Barton. This will happen
only if he can get some other people to help, meaning
me, one of the readers of this. So, I love that in two sen-
tences; he is in my head. He is controlling some of my
thought processes. He’s starting to get me to say yes.
He’s starting me to role-play what it’s going to be like for
me to chip in some money for the contribution to this col-
lege. I just love that that’s happening in two sentences.

Craig: There are some other things here that this actually
ties back to. In the fifth paragraph, it says, “This letter is
being mailed to 23 men besides yourself, 25 of us alto-
gether.” And if you look now at what he’s doing here,
he’s saying, “I’m in. I’ve agreed.”

Joe: Yes.

Craig: But he’s already put you all in the same group.
So, it’s not like us versus them or me and you. It’s us.
We’re in it and he is. Now again, he still hasn’t asked
the reader for anything. But he’s already said that he’s
agreed. And there are a couple of other things that I
just noticed. When he referenced that one of the boys
put himself through college and became a major in
the United States Army, okay, that’s a recognized and
respected authority. All right? There’s a missionary—
obviously, a selfless good person, right?

And then what we have here, which I missed initially, is
where he was talking about the students: “They are of the
same stuff as Lincoln and Daniel Boone and Henry Clay.”