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130 The Seven Lost Secrets of Success

I feel that way.” So, he’s established all of that. Now he’s
getting to the point where he’s basically saying if you
spend a thousand dollars, that internal feeling of dissat-
isfaction, that internal psychological state, will change.

Craig: And he’s done all that here; absolutely, that is fan-
tastic. And what you see is that he’s actually not talking
about anything different than the first two paragraphs.
It’s the same stuff. It’s not long copy. He’s not wandering
all over the place. This is very precise. It may be indirect
but it’s precise. He’s talking about that hole in your life of
“What good are you anyway?” And he established what
it is. He established the value of one particular place
where your dollar will go further than anywhere else,
and he just told you where to send a thousand of them.

Joe: Yes! I love it.

Craig: This is the solution to the hole he gave you at the
beginning.

Joe: Yes. He created it and then gave you the solution for
it. I love it. Well, he goes on in the ending paragraph,
and I want to make sure we hit these two things because
they are so important. “This is a long letter,” he writes,
“and I could be writing a piece for the magazines and
collecting for it in the time it has taken me to turn it
out.” Well, Bruce Barton was very famous. He was a
best-selling author. He wrote about 11 books. He was
writing articles for major publications all the time.

He was the business celebrity of that decade. So,
everybody would nod their head and say, “Yeah.” He
could have written an article and been on the front cov-
ers of whatever the magazines would have been at the
time, and he would have been paid well for it. He did