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60 The Seven Lost Secrets of Success

Robinson is playing third base as well as he played
second.”

Do you see how those teasers challenged listeners?
How can you challenge (but not insult) your potential
clients and customers?

“Sometimes when I consider what tremendous consequences
come from little things . . . I am tempted to think . . . there
are no little things.”

—Bruce Barton, 1921

“Be genuine. . . . Do not venture into the sunlight unless you
are willing first to put your house in order. Emerson said,
‘What you are thunders so loud I can’t hear what you say.’ No
dyspeptic can write convincingly of the joys of mincemeat.
No woman-hater can write convincingly of love. . . .

“Unless you have a real respect for people, a real affection for
people, a real belief that you are equipped to serve them, and
that by your growth and prosperity they will likewise grow
and prosper, unless you have this deep-down conviction,
gentlemen, do not attempt advertising. For somehow it will
return to plague you.”

—Bruce Barton, 1925