The Seven Lost Secrets Success By Joe Vitale - A Review
I have been reading Joe Vitale latest book “The Seven Lost Secrets Success”… and i must said i am hypnotized!!!
Since i have embark on my internet marketing journey 1 year 9 months ago, i have always been fascinated with adverting writing and copywriting. Partly, it may have been the influence of my mentor and friend, Jo Han Mok.
In the book, Joe researched into the work of the American long forgotten advertising genius, Bruce Barton. Though Bruce is died 41 years ago, but his work in advertising is so SO awesome that we should not ignore it and probably do us good to study them. Now… i will be a student of Bruce Barton!
Now.. i am reading all the letters or sales letters written by Bruce Barton.
Well… back to the book “The Seven Lost Secrets Success”, i find it a good read and Joe extract 6 winning principles from Bruce Barton that he felt has given him the capability to craft sizzling and hypnotic sales letter.
Among the 6 principles, the fourth one have a greater impact on me. It’s entitled “Dare Them To Travel The Upward Path”. Well… it teaches us how to challenge our customers or readers without insulting them.
One of the example that Bruce use is this “Men Who ‘Know It All’ Are Not Invited To Read This Page!” Whow…who believe that they know it all? Even if they are someone reading this that believe he knew it all, his curious gland MUST be swollen and burning red. Who can resist not to read the page?
Bruce Barton, even though you are dead, i will still ’salute’ you for your copywriting genius.
Shall we end this post with a quote from the man himself?
“Many wealthy men have purchased purchase newspapers with the idea of advancing their personal fortunes, or bring about some political action in which they have a private interest. Such newspapers almost invariably fail… The public has a sixth sense for detecting insincerity; they know instinctively when words ring true.”
- Bruce Barton, The Man Nobody Knows, 1925.
