When you consider that average successful letter gets about a 0.02% response, Barton clearly leaped past anyone else in his letter writing skills. But what was his secret?
After studying Barton's letters, books, private memos, speeches, and advertising campaigns, I've discovered Barton's method. I've used his technique to write my own letters and I've been astonished at results. One letter got a 20% response. Another nailed a 10% response. Still another is approaching a 97% response (ninety-seven per cent!)! (It, too, is in The Seven Lost Secrets Of Success.)
I will now reveal technique I've been using: Bruce Barton's "Secret Formula."
Barton said that good advertising copy (and letters are advertisements) had to be three things: (1) Brief. (2) Simple. (3). Sincere. In an eye-opening essay he wrote back in 1925, Barton said following:
"About sixty years ago two men spoke at Gettysburg; one man spoke for two hours. I suppose there is not any one who could quote a single word of that oration. The other man spoke about three hundred words, and that address has become a part of school training of almost every child."
"I think it might be said, no advertisement is great that has anything that can't be understood by a child of intelligence. Certainly all great things in life are one-syllable things -- child, home, wife, fear, faith, love, God."
"I believe public has a sixth sense for detecting insincerity, and we run a tremendous risk if we try to make other people believe in something we don't believe in. Somehow our sin will find us out."