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13 of 14 people found the following review helpful
on July 2, 1996
Format: Paperback
Joe dedicated 2 years of his life to studying the fascinating Barton, a legend in his own time, but an enigmatic mystery in ours.
I personally took one idea from this book and used it as a marketing strategy that has produced the best results for my business I have ever seen.
John Naisbitt, in his book "Megatrends" predicted that the more we become high-tech the more we long for high touch. Joe has brought back the magic of the high touch "Secrets of Success."
If you want to be successful, really successful, then you just have to read this book.

Rick Butts
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9 of 11 people found the following review helpful
on September 11, 1999
Format: Paperback
This is the book for absolutely anybody. It should be a must read in schools for kids on the threshold of their careers, it should be compulsory reading for people who own or manage a business and on the booklist to read right now for people who want to market themselves personally for greater success. Packs more positive, powerful punch per pound than any other book I've read in ages. Buy it now, read it now... then just do it!
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5 of 6 people found the following review helpful
on January 24, 2009
Format: Hardcover
This book outlines, inter alia, Bruce Barton's 7 lost secrets of success. Since 99.9% of business don't use them, anyone putting the seven lost secrets to work will gain an unbelievable edge over the competition. Indeed, these proven principles are the foundation upon which to build a prosperous enterprise. They are: (1). Reveal the business nobody knows. Present to the reader, when once you get him, every important claim you have; (2). Remember that authorities are more easily listened to because we assume they know what they're talking about; (3). Remember that stories are a way for a message to be delivered indirectly. A good story can deliver the point better than anything else imaginable; (4). Challenge your prospect to become the best he could possibly be whether in business or at home; (5). You can successfully sell only what you sincerely believe in; (6). You can get a lot done if you're not concerned about who gets the credit for it. Give people "humanness"; and (7). Simplify and tighten your ads, your talks, your letters, and your meetings, until they squealth with tense power. Brevity is the key. Each of these secrets is illustrated with vivid, illustrious data. Buy this book, apply these secrets, and your prosperity will be assured.
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6 of 8 people found the following review helpful
Format: Hardcover
Since Joe Vitale writes in both the business and metaphysical realms, don't be mislead by this title. The lost secrets of success refer to secrets of advertising, not personal success. This is not to say, however, that the secrets presented in this book cannot be applied to personal success as well.

This is especially true today as we continue to evolve towards greater and greater numbers of entrepreneurs. As an entrepreneur, you are CEO of You Inc. Learning how to successfully market and advertise yourself are critical entrepreneurial survival skills.

It remains important to point out however, that this book is written from the perspective of how Bruce Barton, a famous advertising man in the 1920s, used his secrets in the advertising and marketing copy he wrote back then.

This book contains several distinct sections:
* The seven secrets Barton used in his advertising
* The dissection and commentary by Joe Vitale and renowned Internet marketer Craig Perrine of a 1925 fundraising letter written by Barton which pulled a 100% response rate
* A short section on J.C. Penney who was Barton's friend
* A section on resources about Barton, Penney and other legendary ad/marketing masters
* A short section on Barton written by copywriter Jo Han Monk
* Six copywriting rules put forth by Barton and an elaboration of these rules by Joe Vitale
* Copies of rare, original ads by Barton
* Recommended readings and bibliography

I bought this book on the basis of the title and being familiar with Joe Vitale's other books. While I wasn't looking to read about successful advertising, I am glad I did. I have no doubt that what I learned from this book will be of immense value to me as I market myself as a solopreneur consultive coach.

If you are not familiar with Joe Vitale's books, this would be a good place to start an on-going relationship with him. This book is yet another example of his ability to research and bring back to life important characters from our past. In typical Joe Vitale style, this book is an easy, yet engaging, read. I found it tough to put down. When I did, I looked forward to the time when I could pick it up and start reading again.

If you would like to know more about the secrets of advertising and marketing, read this book. You will be glad you did. I know I am.
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11 of 16 people found the following review helpful
on September 6, 2002
Format: PaperbackVerified Purchase
Why is Joe's WEB site so messy and crazy and poorly done yet write such great books. His other book spiritual sucess was outstanding and this book needs some help. Although it has great ideas he needs to give more examples and clear directions for using the secrets. I get what he is saying but feel he can add more. Since I am not 100% clear on how to be 100% perfect with some of the secrets more indepth coverage would be better. I should not have any question in my mind how to implement these secrets and this book leaves questions.I does have value though-Buy it used if you can.
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4 of 6 people found the following review helpful
on March 5, 2002
Format: Paperback
I would read anything by Joe Vitale!!! He is a Master at writing and marketing. I didn't know much about Bruce Barton but Joe brought him to life and the techniques that Bruce used to market his product in the early 1900's. All of the information still applies to today and it is ingenius. Everyone, in all facets of the business world can use this book. Marketing is the key to success and Joe knows how to do it with the right touch. I would also highly recommend another of Joe's many books "Spiritual Marketing". Cody Horton - Author of "Consciously Creating Wealth" and "The High Magic of India".
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on July 19, 2013
Format: Kindle EditionVerified Purchase
Very educational study of the techniques of a genius now forgotten. Its rediscovery will strengthen our confidence in the good old ways of doing things.
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on September 3, 2009
Format: Hardcover
A wonderful book analyzing the skills of Bruce Barton. As usual Joe Vitale makes it succinct and useful.
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on December 14, 2014
Format: PaperbackVerified Purchase
Great book. I receivdd it very quickly qnd in better condition than I expected.
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1 of 2 people found the following review helpful
Format: Hardcover
Kudos to Joe Vitale for putting this book back on the map! Bruce barton was indeed a genius! The 7 Lost Secrets of Success are simple to understand, but more importantly... implement IMMEDIATELY. While this book is ,ahem, a few year older than me, I thoroughly enjoyed having Barton "talk" to me.
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