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Special Report: Analysis of Bruce Barton’s 100 Percent Response Letter 131

not have to do this. So, this is a reminder that “Look,
I have taken the time to do this”—not actually say-
ing that “It’s really important I’ve done this,” but he’s
implying that. “So, remember that this is different from
any other appeal that ever came to you.” Well, there’s a
sense of agreement because they are all thinking, “Yeah,
I’ve never gotten a letter like this before. I’ve never
heard this story before. I’ve never gotten something
from Bruce Barton before.”

He continues, “Most appeals are made by people
who profit from a favorable response, but this appeal
is hurting me a lot more than it can possibly hurt you,”
meaning that he’s already agreed that he’s going to be
writing all of these people that give the money three
times a year to give them reports; he’s not making a
dime.

In fact, he’s going to do more than they are to keep that
college going. So, he’s really laying down the foundation
again that “If I can do this, you can do this. And it’s cost-
ing me a lot more than you. All you have to do is write a
check once and then open some envelopes that will tell
you the stories down the road.” And then that last line,
Craig, I love this last line. This is the ultimate in a close.
This is so hypnotic. “What will you have, ten boys or ten
girls?” There is no room for “no.”

Craig: That’s right.

Joe: There is no room for “Oh, you know, I don’t want
anything.” No, it’s like “Do you want ten boys or do you
want ten girls?” This question is the most beautiful close
that I can think of. Every time I read it, I say, “Ah, that
is so brilliant!” I just love it. And it’s only nine words,
but in those nine words, he has established that you’re