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Secret #3: Speak in Parables 53

Barton knew stories were the best teachers—and sales-
people. Stories hold attention, enrich our lives, and—if
they’re well done—inspire and motivate us.

In one 1919 article Barton talked about Napoleon
Bonaparte. The whole message of the piece was “Feel
confident and go get a job.” But Barton never said that.
Instead, he told a story about how his reading about the
life of Napoleon (a favorite Barton hero) gave him the cour-
age and confidence to go out and demand a new job.

Barton absorbed the spirit of the great emperor and
then hit the streets in search of work. As good stories go,
this one ended happily. Barton got the job he wanted—
within a week.

And we readers get the message—all from his delight-
ful story.

“I have been out of a job three times in my life. Each time I
made a survey of my surroundings and discovered that there
was work to be done, though not the same kind of work I had
been doing.”

—Bruce Barton, 1941

“By a change of thought the yeoman of England became the
unconquerable army of Cromwell. By a change of thought a
handful of fishermen of Palestine transformed human history.”

—Bruce Barton, 1920

“I hope I may never be guilty of writing anything intended to
make poor people contented with their lot.

“I would rather be known as one who sought to inspire his
readers with a divine discontent.