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126 The Seven Lost Secrets of Success

tell you how it is. So, he’s telling you who they are now.
He’s telling you the whole deal.

Joe: I love when he gets to “This is my proposition to
you. Let me pick out ten boys, who are as pure-blooded
Americans as your own sons,” (interesting statement
there) “and just as deserving of a chance. Let me send
you their names and tell you in confidence, for we don’t
want to hurt their pride,” (I love that because again, he’s
showing that he’s thinking of people; he’s imagining
what they would be thinking and he’s imagining what
you might be guessing here) “where they come from
and what they hope to do with their lives. Let me report
to you on their progress three times a year.”

There are so many things going on here. Maybe the
key word is involvement, because he’s not just asking for
my money and then I’ll never hear from him again. He’s
saying, “I will report to you, and it’s coming from Bruce
Barton. It’s not like the college will report to you or some
secretary will report to you. I, Bruce Barton, well-known
author, advertising agency founder, and so forth, am
going to take care of this personally, and I will give you
reports and not just once, on Christmas Day.” He’s say-
ing, “Let me report to you on their progress three times a
year. You write me, using the enclosed envelope,” (well,
of course, that’s traditional direct response marketing—
enclose an envelope for the reply) “that, if and when I
get my other 23 men, you will send President Hutchins
your check.” I think it’s a nice little point here that he’s
not asking for any money to be sent to him.

Craig: Yes.

Joe: It’s very important that he pointed out that you will
send the money to the college president, not to Bruce