The Seven Lost Secrets of Success : Million Dollar Ideas of Bruce Barton, America's Forgotten Genius

[From the Inside Flap]During the 1920s and 1930s, Bruce Barton was a household name in America—a hugely successful advertising man who revolutionized his industry by treating customers like people, not like sheep to be fleeced. He created some of the most memorable and long-lived advertising slogans and campaigns in history. He understood how to succeed in business and advertising, and he set down his principles for success in bestselling books that put his name on everyone's lips.Those in advertising know Barton's name, but the rest of the country has long forgotten both the man and his wisdom. After discovering Barton's secrets of success for himself, Joe Vitale thought that we could all benefit from Barton's legacy. In 1992, Vitale published The Seven Lost Secrets of Success and—nineteen printings later—the book continues to guide thousands of people every year to a more successful and rewarding life based on the wisdom of the legendary Bruce Barton.Part advertising how-to and part inspirational success guide, The Seven Lost Secrets of Success is a practical resource packed with wisdom you can use to reach your biggest career and personal goals. Now completely updated to include new and rare material on Barton—including a 1925 sales letter that drew an astounding 100 percent response—this book is the ultimate tool for promoting yourself or your business in foolproof ways that work in any decade.But more than just the secrets of great and effective advertising, this is a motivational guide to succeeding in every aspect of life. If you work in advertising or marketing, or if you run your own small business, these seven secrets will change the way you work and live. Apply them to your business and the profits will roll in; apply them to your life and happiness will follow. The Seven Lost Secrets of Success presents the straightforward and proven principles that brought Barton fame and fortune; they'll do the same for you. The Seven Lost Secrets of Success: Million Dollar Ideas of Bruce Barton, America's Forgotten Genius......Page 8 Contents......Page 14 About Bruce Barton......Page 16 Foreword......Page 18 Acknowledgments......Page 22 Author’s Unusual Introduction......Page 26 HOW I DISCOVERED LOST SECRETS......Page 32 THE ULTIMATE GURU......Page 34 THE MAN EVERYONE KNOWS......Page 35 THE SECOND B IN BBDO......Page 36 BUSINESS CAN SAVE THE WORLD......Page 37 SECRETS TO SUCCESS REVEALED......Page 38 LOST FOR 65 YEARS?......Page 39 RESULTS GUARANTEED......Page 40 WHY YOU MUST ADVERTISE NO MATTER WHAT YOU DO......Page 44 JUST TRY STOPPING......Page 46 YOUR TRUE KING......Page 47 HOW TO ADVERTISE......Page 48 SECRET #1: REVEAL BUSINESS NOBODY KNOWS......Page 52 A NATION OF STEEL......Page 54 HOW YOU CAN LIVE FOREVER......Page 55 THE PRESIDENT NOBODY KNOWS......Page 56 WHAT PEOPLE REALLY WANT......Page 57 THE WAR NOBODY KNOWS......Page 58 THE GASOLINE NOBODY KNOWS......Page 60 TEACH THEM WHY......Page 61 THE YOU NOBODY KNOWS......Page 63 SECRET #2: USE A GOD TO LEAD THEM......Page 64 RIDING TO HER DEATH......Page 66 BECOME THE EXPERT......Page 67 DOUG JOHNSON’S SECRET......Page 69 HOW TO CREATE A MIRACLE......Page 70 POST AND CROCKER AND EARHART......Page 72 SECRET #3: SPEAK IN PARABLES......Page 74 HYPNOTIC STORIES......Page 76 HOW TO SELL BAD PRODUCTS......Page 77 STORY SELLING......Page 78 HE DIED A MILLIONAIRE......Page 79 A BARTON STORY SELLS ME......Page 80 A MIRACLE LETTER......Page 81 NAPOLEON INSPIRES BARTON......Page 83 SECRET #4: DARE THEM TO TRAVEL THE UPWARD PATH......Page 86 THE ZEST OF THE BATTLE......Page 88 ONLY YOU SHOULD READ THIS......Page 90 SECRET #5: THE ONE ELEMENT MISSING......Page 92 DO YOU SUPPORT IT?......Page 94 TRUE SERVICE OR GREED?......Page 95 HONESTY SELLS......Page 97 YOU CAN FOOL THEM ONCE (MAYBE)......Page 98 THEY TOLD HIM NO......Page 99 SECRET #6: GIVE YOURSELF AWAY......Page 108 MONEY IS A BY-PRODUCT......Page 110 WOMEN AND REVOLUTION......Page 111 ANOTHER LEVEL OF GIVING......Page 112 THE FRONT PORCH......Page 113 HOW GIVING LED TO GREATNESS......Page 114 TOP THIS......Page 115 SECRET #7: SHARPEN THE KNIFE......Page 118 SPIT POLISHED......Page 120 SMART ADS......Page 121 SHARPEN YOUR CHOICES......Page 123 ACT BEFORE IT’S TOO LATE......Page 125 INSTANT ACCESS TO THE SEVEN LOST SECRETS......Page 128 THE FOURTH SECRET: DARE THEM TO TRAVEL THE UPWARD PATH......Page 130 THE SEVENTH SECRET: SHARPEN THE KNIFE......Page 131 SPECIAL REPORT: ANALYSIS OF BRUCE BARTON’S 100 PERCENT RESPONSE LETTER......Page 132 IMAGINE WHAT WILL HAPPEN TO YOUR BUSINESS ONCE YOU LEARN THE SECRETS BEHIND THE SUCCESS OF THE HISTORIC SALES LETTER THAT COMMANDED A 100 PERCENT RESPONSE!......Page 134 BONUS: THE WORLD’S FIRST SPIRITUAL MARKETER......Page 166 LET’S FACE REALITY......Page 168 THE VISION......Page 170 SHARING WEALTH......Page 173 YOUR CHALLENGE......Page 175 RESOURCES......Page 180 J.C. PENNEY......Page 182 BRUCE BARTON......Page 183 DOTTIE WALTERS......Page 185 THE SECRETS OF THE SECOND B IN BBDO: THE COPYWRITER NOBODY KNOWS......Page 186 THE STORY OF THE SECOND B IN THE BBDO (BATTEN, BARTON, DURSTINE, & OSBORN) AGENCY......Page 190 THE SIX IMMUTABLE LAWS OF ADVERTISING......Page 196 A SHORT, SHORT COURSE IN COPY......Page 198 LOST GENIUS REVEALS HOW TO WRITE SALES MATERIALS THAT SELL: OR, BRUCE BARTON’S SIX POINTS FOR WRITING ADS......Page 199 THE ADS THAT NOBODY KNOWS......Page 204 Recommended Reading......Page 214 Bibliography......Page 216 Index......Page 218 About Dr. Joe Vitale......Page 224 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 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

"During the 1920s and 1930s, Bruce Barton was a household name in America - a hugely successful advertising man who revolutionized his industry by treating customers like people, not like sheep to be fleeced. He created some of the most memorable and long-lived advertising slogans and campaigns in history. He understood how to succeed in business and advertising, and he set down his principles for success in bestselling books." Reveals seven secrets of how to be successful in advertising, drawing upon principles created by an American businessman in the 1920s and describing how he used them in his personal and professional life.