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64 The Seven Lost Secrets of Success

THE ACKNOWLEDGED MASTER

The late John Caples was a master at writing ads. All of
his books are classics (and well worth reading).

Who did Caples think was better than himself? Bruce
Barton!

Caples said, “Barton had the three things every writer
has to have: (1) sincerity, (2) sincerity, (3) sincerity.”

Now, the odd thing is that disciples of Caples don’t
agree that sincerity is necessary. This attitude reeks of
peddlers selling magic elixirs. Without sincerity, you’re
lying to your customers. That’s wrong.

One famous copywriter read an early version of this
book and said he didn’t think sincerity was important,
either. He said, “A professional writer should be like a
hired assassin. No emotions. Take the product and sell it.”

I nearly choked to think this leading authority felt
this way about the advertising profession. His attitude
reflects what I don’t like in business: insincere people
out for the buck.

In a sense, however, this copywriter is right. You
should be skilled enough to sell anyone a product or
service with the power of your words.

But again my point is this: Why would you want to
sell a product or service you didn’t sincerely endorse?

TRUE SERVICE OR GREED?

Helen Woodward was a cynical but observant business-
woman. She was clearly ahead of her time.