The Seven Lost Secrets of Success E-Book

Joe Vitale

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch
• Veröffentlichungsjahr: 2011

Seitenzahl: 179

Beschreibung

Praise for The Seven Lost Secretsof Success "Buy this book, apply these secrets, and your prosperity will be assured." -Dan McComas, President, Dan McComas Associates, Marketing & Management Consultants "This breakthrough book, based on the ideas of a forgotten genius, will help smart marketers increase their effectiveness a minimum of fivefold." -Bruce David, publisher of Starting Smart "The principles are sound and sensible and guaranteed to help any businessperson make more money. Since 99.9 percent of businesses don't use them, anyone putting the seven lost secrets to work will gain an unbelievable edge over the competition." -Bob Bly, author of eighteen business books, including Selling Your Services "One of the most revealing works ever-I literally couldn't put it down. There are life and business success lessons in each chapter." -Jim Chandler, President, VistaTron "Barton was the messiah of business who helped America pull out of the Great Depression. Now he can help all of us survive the current recession." -Scott Hammaker, CEO, Nashville Party Connection "An excellent guide to better advertising, better promotions, and better marketing. My copywriting abilities and creative strategies have been strengthened and broadened. I'm awed and inspired." -Tina Nokes, owner, A-Plus Resume Service "A passionate book on the timeless, inspiring, perceptive, forceful, and sincere ideas of Bruce Barton-a man nobody really knew, a genius lost in history." -Jim King, CPA, Houston "These proven principles are the foundation upon which to build a prosperous enterprise." -Mark Weisser, CEO, Gulf Coast Security Systems

Leseprobe

Table of Contents

Praise

Title Page

Copyright Page

Dedication

Epigraph

About Bruce Barton

Foreword

Acknowledgments

Introduction

HOW I DISCOVERED THE LOST SECRETS

THE ULTIMATE GURU

THE MESSIAH OF BUSINESS

THE MAN EVERYONE KNOWS

THE SECOND B IN BBDO

BUSINESS CAN SAVE THE WORLD

SECRETS TO SUCCESS REVEALED

LOST FOR 65 YEARS?

RESULTS GUARANTEED

WHY YOU MUST ADVERTISE NO MATTER WHAT YOU DO

JUST TRY STOPPING

YOUR TRUE KING

HOW TO ADVERTISE

SECRET #1: REVEAL THE BUSINESS NOBODY KNOWS

A NATION OF STEEL

HOW YOU CAN LIVE FOREVER

THE ADVERTISING NOBODY KNOWS

THE PRESIDENT NOBODY KNOWS

WHAT PEOPLE REALLY WANT

THE WAR NOBODY KNOWS

THE GASOLINE NOBODY KNOWS

THE BUSINESS NOBODY KNOWS

TEACH THEM WHY

THE YOU NOBODY KNOWS

SECRET #2: USE A GOD TO LEAD THEM

RIDING TO HER DEATH

THE SERVICE GURU

BECOME THE EXPERT

DOUG JOHNSON’S SECRET

HOW TO CREATE A MIRACLE

POST AND CROCKER AND EARHART

SECRET #3: SPEAK IN PARABLES

SNAP, CRACKLE, POP

HYPNOTIC STORIES

HOW TO SELL BAD PRODUCTS

STORY SELLING

HE DIED A MILLIONAIRE

A BARTON STORY SELLS ME

A MIRACLE LETTER

SECRET #4: DARE THEM TO TRAVEL THE UPWARD PATH

THE ZEST OF THE BATTLE

ONLY YOU SHOULD READ THIS

SECRET #5: THE ONE ELEMENT MISSING

DO YOU SUPPORT IT?

THE ACKNOWLEDGED MASTER

TRUE SERVICE OR GREED?

HONESTY SELLS

YOU CAN FOOL THEM ONCE (MAYBE)

THEY TOLD HIM NO

SECRET #6: GIVE YOURSELF AWAY

MONEY IS A BY-PRODUCT

SELAH

WOMEN AND REVOLUTION

“NO CREDIT, PLEASE”

ANOTHER LEVEL OF GIVING

THE FRONT PORCH

HOW GIVING LED TO GREATNESS

TOP THIS

SECRET #7: SHARPEN THE KNIFE

SPIT POLISHED

MAKE IT TIGHT

SMART ADS

HEALING KNIVES

SHARPEN YOUR CHOICES

ACT BEFORE IT’S TOO LATE

INSTANT ACCESS TO THE SEVEN LOST SECRETS

THE FIRST SECRET: REVEAL THE BUSINESS NOBODY KNOWS

THE SECOND SECRET: USE A GOD TO LEAD THEM

THE THIRD SECRET: SPEAK IN PARABLES

THE FOURTH SECRET: DARE THEM TO TRAVEL THE UPWARD PATH

THE FIFTH SECRET: THE ONE ELEMENT MISSING

THE SIXTH SECRET: GIVE YOURSELF AWAY

THE SEVENTH SECRET: SHARPEN THE KNIFE

SPECIAL REPORT: ANALYSIS OF BRUCE BARTON’S 100 PERCENT RESPONSE LETTER

IMAGINE WHAT WILL HAPPEN TO YOUR BUSINESS ONCE YOU LEARN THE SECRETS BEHIND THE ...

BONUS: THE WORLD’S FIRST SPIRITUAL MARKETER

LET’S FACE REALITY

THE VISION

SHARING WEALTH

YOUR CHALLENGE

RESOURCES

THE SECRETS OF THE SECOND B IN BBDO: THE COPYWRITER NOBODY KNOWS

THE STORY OF THE SECOND B IN THE BBDO (BATTEN, BARTON, DURSTINE, & OSBORN) AGENCY

THE SIX IMMUTABLE LAWS OF ADVERTISING

THE ADS THAT NOBODY KNOWS

Recommended Reading

Bibliography

Index

About Dr. Joe Vitale

PRAISE FOR

THE SEVEN LOST SECRETS OF SUCCESS

“Buy this book, apply these secrets, and your prosperity will be assured.”

—Dan McComas, President, Dan McComas Associates, Marketing & Management Consultants

“This breakthrough book, based on the ideas of a forgotten genius, will help smart marketers increase their effectiveness a minimum of fivefold.”

—Bruce David, publisher of Starting Smart

“The principles are sound and sensible, and guaranteed to help any businessperson make more money. Since 99.9 percent of businesses don’t use them, anyone putting the seven lost secrets to work will gain an unbelievable edge over the competition.”

—Bob Bly, author of fifty-one business books, including Selling Your Services

“One of the most revealing works ever—I literally couldn’t put it down. There are life and business success lessons in each chapter.”

—Jim Chandler, President, VistaTron

“Barton was the messiah of business who helped America pull out of the Great Depression. Now he can help all of us survive the current recession.”

—Scott Hammaker, CEO, Nashville Party Connection

“An excellent guide to better advertising, better promotions, and better marketing. My copywriting abilities and creative strategies have been strengthened and broadened. I’m awed and inspired.”

—Tina Nokes, owner of A-Plus Resume Service

“A passionate book on the timeless, inspiring, perceptive, forceful, and sincere ideas of Bruce Barton, a man nobody really knew, a genius lost in history.”

—Jim King, CPA, Houston, Texas

“The rediscovery of these proven principles is the foundation upon which to build a prosperous enterprise.”

—Mark Weisser, CEO, Gulf Coast Security Systems

Copyright © 2007 by Hypnotic Marketing, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

Wiley Bicentennial Logo: Richard I. Pacifico.

All excerpts from Bruce Barton’s letters, articles, and books are used here with the kind permission of John B. Wingate, Executive Director of the International Center for the Disabled, owners of Barton’s literary rights. Other Bruce Barton materials, including sales letters and advertisements, are copyrighted materials reproduced here for educational purposes only under the fair use provisions of U.S. copyright law.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at [phone], outside the United States at [phone] or fax [phone].

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Vitale, Joe, 1953—

The seven lost secrets of success : million dollar ideas of Bruce Barton, America’s forgotten genius / Joe Vitale. p. cm.

Includes bibliographical references.

ISBN 978-0-470-10810-9 (cloth)

1. Advertising—Psychological aspects. 2. Success in business. 3. Consumer satisfaction. 4. Social responsibility of business. 5. Barton, Bruce, 1886-1967. I. Title. II. Title: Million dollar ideas of Bruce Barton, America’s forgotten genius.

HF5822.V58 2007

659.1—dc22

2007012417

To the late Marian . . . The loving sunshine who supported me every step of the way, no matter what the project was, or the outcome of it

“One never knows, when he enters an elevator or tears open an envelope or picks up the telephone, what new trick of fortune may be about to be played. Every day is a new series of adventures; around the next corner may lie the event that will change a whole career.”

—Bruce Barton, 1928

About Bruce Barton

“The man has genius.”

—New York Herald Tribune, 1927

“The Prophet of Advertising.”

—Advertising Digest, 1949

“Million Dollar Ad Man.”

—Chicago Daily News, 1944

“The modern philosopher for millions.”

—Tribune Newshawks, 1945

“He should be advertising’s Man of the Century.”

—Printer’s Ink, 1961

“Bruce Barton breathed inspiration.”

—Advertising News, 1924

Foreword

What a wonderful book! I am delighted that my friend Dr. Joe Vitale has written about a great man who profoundly influenced my life. When I met Bruce Barton, I needed his help badly. I had begun my small advertising business on foot, pushing my two babies before me on a rickety baby stroller with pillows tied on with rope.

There were few sidewalks in the chicken-ranching community of Baldwin Park, California. When the stroller wheel kept coming off, I hit it back on with the heel of my shoe, then picked up the cardboard I had stuffed inside the shoe to cover the holes, shook it out, and stuck it back in. My husband needed my help. I was determined that we would not lose our home in the recession.

During high school, my English teacher had pulled me out of regular English and insisted I take journalism. How I loved it. I was working after school and on weekends in the bakery of a midnight market. After I scrubbed the floors and washed the cases, I wrote articles and poems for The Moor, our high school newspaper. So, when my husband and I needed money so badly, I thought of the newspaper.

There were certainly no jobs in that recession period. I persuaded the Baldwin Park Bulletin to sell me advertising space at half price. Then I called on the merchants and sold them the space at full price, adding my copy to their products as a shoppers’ column I called “Window Wishing.” The difference was my profit.

“I write from the customer’s viewpoint,” I told them enthusiastically. I had no college education. I felt so unprepared in that man’s world. But I did have one wonderful thing to help me with my fledging business: the Baldwin Park Library. Every evening I would run over and pick up books on advertising, business, and sales.

It was there I met Bruce Barton. I read all his books, and read them again. I heard his voice in my mind—uplifting, teaching, showing me how.

Then one day the publisher of the Baldwin Park Bulletin handed me a notice from the Advertising Association. There was to be a meeting in San Francisco. Bruce Barton would be the speaker!

It took a lot of thinking and planning to put the money together and to arrange for babysitters in order to go. But I made it. I stuffed apples and a package of crackers in my briefcase, because I did not have money for meals. I didn’t stay overnight. I just came to hear Mr. Barton.

He had white hair and a slight build, and told stories that enchanted the audience. He said he based his advertising business on two things:

First was a Bible verse: “Agree with your adversary early.” He explained that customers relax when you see their side of the situation. When you really understand what your customers want, then it is so easy to show them that your product or service is just what they need to get it. “Your job is to be the buyer’s assistant,” Mr. Barton said.

Second, he asked the audience if we remembered the third verse of “Mary Had a Little Lamb.” Everyone knew the first verse, a few knew the second, but no one could say the third. He recited it as the second great principle of his advertising business:

“Why does the lamb love Mary so?” The eager children cry. “Because Mary loves the lamb, you know,” The teacher did reply.

I remember that I jumped when he hit the lectern with a loud bang as he said that third line. Then he said, “It is about time we quit trying to shear these sheep—and start loving them a little bit!”

I saw immediately that Mr. Barton meant that we must see things through customers’ eyes in order to care for their interests and to help them. Because of his teaching, my small advertising business spread into all of Southern California, hiring and training 285 employees who sold over 4,000 continuous-contract advertising accounts. We had four offices. My customers brought me other customers. Mr. Barton’s principles were the foundation of my business then, and they still are.

But on that day in San Francisco when I was so young, uneducated, and yearning for knowledge and help for my tiny start-up business, I waited until his speech was over. It took a long time for everyone to shake his hand and finally leave. Then I walked up to Mr. Barton, thinking, “How can I tell him that he is my teacher?”

I only had a moment with him. I reached out my hand to him. He took it in both of his. I looked into his kind eyes and said, “I am the one who HEARD you.”

Bruce Barton replied, “You are the one I came for.”

—Dottie Walters

The late Dottie Walters was the author of several books, including Speak and Grow Rich and Never Underestimate the Selling Power of a Woman. She was also president of Walters International Speakers Bureau and chairman of the board for the American Association of Professional Consultants.

Acknowledgments

Several people helped me create this book.

Thanks to Mrs. Dorothy Caples, widow of the late copywriting king John Caples, for sharing a moment by phone that made my eyes well up with tears. She knew Bruce Barton through her husband’s work and gave me a couple of excellent leads for background material. I will not forget talking to her.

Thanks to Greg Manning, Jim King, and Scott Hammaker, three rare friends. Their encouragement and stimulating ideas have always managed to somehow keep my projects alive and keep me moving forward.

Thanks to Dan Starr for his initial research and Bruce Barton bibliography.

Thanks to the Houston Public Library for answering my questions and hunting down copies of old books through their miraculous interlibrary loan system.

Thanks to Colleen of Colleen’s Books for her amazing ability to locate out-of-print books on a wide variety of topics. She’s been a reliable resource for nearly 20 years.

Thanks to Harold Miller and Christine Schelshorn of the State Historical Society of Wisconsin for their aid in locating specific Bruce Barton materials.

Thanks to John B. Wingate of the International Center for the Disabled for granting permission for me to use excerpts from Bruce Barton’s writings in this book.

Several people read earlier versions of this book, or just encouraged me to keep writing, and gave helpful feedback or advice: Murray Raphel, Herschell Gordon Lewis, Debbie Zimmerman, Jerry Twentier, Tina Nokes, Stuart Nokes, Claudette Manning, Carol Marashi, Bob Bly, Dan McComas, Milton Ward, Douglas Norment, Judith Barton Denis, Cliff Leonard, Mark Weisser, Jim Chandler, Martin Parris, Tillie Wier, Lyle Steele, Marquita Anderson, and Deborah Healon all deserve a round of applause.

Jean at the River Oaks Bookstore helped me brain-storm a worthy title for this book.

And thanks, of course, for the late Dottie Walters’ friendship, support, and ideas, and for her touching Foreword.

This book has obviously been a team effort.

—Dr. Joe Vitale www.mrfire.com

“In every human being, whether emperor or cowboy, prince or pauper, philosopher or slave, there is a mysterious something which he neither understands nor controls. It may lie dormant for so long as to be almost forgotten; it may be so repressed that the man supposes it is dead. But one night he is alone in the desert under the starry sky; one day he stands with bowed head and damp eyes beside an open grave; or there comes an hour when he clings with desperate instinct to the wet rail of a storm-tossed boat, and suddenly out of the forgotten depths of his being this mysterious something leaps forth. It over-reaches habit; it pushes aside reason, and with a voice that will not be denied it cries out its questionings and its prayer.”

—Bruce Barton, What Can a Man Believe?, 1927

Author’s Unusual Introduction

The first edition of this book—published in 1992—started a wild underground movement. One man bought 19,500 copies. Others bought dozens of copies for their staff, their friends, their family, their company. One person left a copy of the book in a hotel room with a note reading, “Read it and leave it for the next person.”

I’m in awe. I spent two years researching Bruce Barton, because I wondered what happened to this marketing genius from long ago. He had been a bestselling author and advertising celebrity. His name was once a household word. His ideas made companies rich.

I wanted to know his secrets. After two years of digging through the files, I wrote this book. It went through 19 printings. I updated it, expanded it, and present it now, to you, as a gift of my heart.

Enjoy.

“In 1833 a clerk in the patent office at Washington handed in his resignation.

“There was no more need for a job like his (he wrote). Every possible invention had been conceived and patented: There was nothing left to invent.

“In 1833—and nothing left to invent! Before the railroad had spanned the continent! Before electricity lighted our streets and moved our cars! Before the telephone, or the wireless, or the steam shovel, or the dynamo! At the very threshold of the greatest period of mechanical advance that the world has ever known, this young man threw up his hands....

“... the world, with all its times of trouble, still moves ahead. No man can play a big part in the world who does not believe in the future of the world.”

—Bruce Barton, It’s a Good Old World, 1920

HOW I DISCOVERED THE LOST SECRETS

“There is no substitute for love.”

—Bruce Barton, 1953

THE ULTIMATE GURU

Business is a great teacher.

It makes you take risks, go for your dreams, face fears, handle your emotions, deal with difficult people, and learn balance. You don’t have to do any weird workshops or sign up for any therapy sessions. Go into business and you’ll be enrolled in the greatest seminar of all time. And it happens every day, everywhere, to everyone. You can’t avoid it.

Though I’ve done self-help retreats, practiced meditation, walked on fire, and hunted for my inner self, nothing ever compares to the day-by-day challenges of being in business. It’s the ultimate guru. It shows you your fears and challenges you to go past them. It shows you your dreams and challenges you to attain them.

Not too many people talk about business in this way.

I thought I was alone in my belief that business could challenge us to be our best, and for a long time I kept silent. But then, while researching advertising methods that were used from the 1920s through 1940s, I found a kindred spirit from an earlier time.

THE MESSIAH OF BUSINESS

Bruce Barton lived from 1886 to 1967—from the post-Civil War period right up to the Vietnam War. Though he had a ringside seat for most of the twentieth century’s greatest events, few remember him today. He has somehow fallen through the cracks of history.

When I tried to learn more about Barton, I hit road-blocks. His own advertising firm kept quiet when I asked for information. I couldn’t find his relatives, anyone who knew him, or anyone who wanted to tell me anything about him. I began to suspect a cover-up of some sort. For a man who ate with U.S. presidents, made history, and led our country on a quest for prosperity, it seemed odd that he was now forgotten.

I decided to do some investigating.

I couldn’t believe what I found.

THE MAN EVERYONE KNOWS

Bruce Barton was so famous in his time that in 1938 an envious fellow wrote, “Almost every day there is a story about a man named Barton. Barton says, Barton suggests, Barton shakes hands, Barton laughs, Barton sneezes. It’s Barton, Barton, Barton everywhere.”

Barton wrote many books, including a novel, several volumes of inspiring essays, and the 1925 best seller The Man Nobody Knows. That book made Barton’s name a household word. In it he declared that Jesus was the founder of modern business. The book set an entire nation on a path of service.

When Bobbs-Merrill published the book in 1925, they felt it might sell 500 to 1,000 copies. To everyone’s surprise (including the author’s), the book shot to fourth place on the best seller list in 1925 and was in first place by 1926. It’s still in print today.

Written by a minister’s son who was also a prominent businessman, The Man Nobody Knows made Barton, at least in the Roaring Twenties, “the man everybody knew.”

Barton had contact with every U.S. president and every Republican presidential candidate of the midtwentieth century. He was an enemy of Franklin D. Roosevelt (and FDR openly said so). Barton was also one of the first men in American history to use the media to promote a presidential candidate (Calvin Coolidge). At one point, Barton, a congressman in the 1930s, was named as a potential presidential candidate.

THE SECOND B IN BBDO

As a businessman, Barton helped develop the advertising profession. He was the second “B” in BBDO (the famous Batten, Barton, Durstine, & Osborn agency).