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172 The Seven Lost Secrets of Success
People want things made easy; they want you to make
up their minds for them.”
One of the most important lessons Barton felt we
could learn from Jesus is found on pages 157 and 158 of
The Man Nobody Knows:
“Let him [the modern ad man] learn their [the advertise-
ments’] lesson, that if you would teach people you first
must capture their interest with news; that your service
rather than your sermons must be your claim upon their
attention; that what you say must be simple, and brief,
and above all sincere—the unmistakable voice of true
regard and affection.”