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Secret #5: The One Element Missing 67

Jay Abraham, a marketing genius who charges over
$3,000 an hour for his services, said: “You have to
believe in your product. A product has to have a value
in your heart and mind before you can passionately
translate your enthusiasm to somebody else.”

Bruce Barton’s genuine feelings for the items or causes
he represented helped him create marketing campaigns
that broke all earlier records. For example:

• Barton wrote a charity solicitation letter in 1925
that brought in an overwhelming (and previously
unheard of) response of well over 100 percent of
the goal! His heartfelt letter for Berea College,
sent to only 24 people, pulled in over $30,000 in
contributions.

• Barton wrote a series of fund-raising letters for
Deerfield Academy that were so moving they were
collected and sold as examples of sincere writing.

• Barton and Alex Osborn organized the United War
Workers Campaign of 1918. Their goal was $175
million. Though the campaign went into effect after
World War I ended, the sincerity of the program
managed to raise over $204 million—the largest
amount ever collected in a freewill offering in the
history of the world at that time!

YOU CAN FOOL THEM ONCE (MAYBE)

You can’t use the seven secrets in this book to manipu-
late people into buying from you. This principle of sin-
cerity means people will buy—or not—depending on
whether you come across as sincere.