In analyzing the prospect, we find his acts to buy are con-
trolled by three sources. So important are these three sources
that I again enumerate them. By all means, initiate them
into your activities and appropriate them to your use.

First: The prospect has a desire, and a desire is an unfilled
want, seeking satisfaction.

Second: The prospect has a urge, and the urge stimulates
and incites him to buy;

Third: The prospect has a reason, and the reason is based
on definite knowledge of an established need.

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Cover of The Robe

Inspired by her Bible reading, Hazel McCann, a saleslady
of Akron, Ohio, wrote a letter early one autumn morn-
ing in 1940 to the famous minister and author, Lloyd C.
Douglas. In that letter she wrote: “As I was reading, in John
of the Crucifixion, how the soldiers had cast their lots for
the seamless coat of Jesus, this was my thought: ‘What might
have been the reaction of the Roman soldier who won the
coat? Did he wear it? Is there any legend about that man?’ ”
Just a week later she received a reply from Dr. Douglas.
“Almost every day I hear from someone who thinks he or
she has found a good idea for a story,” he wrote, “but only
once before have I had an idea handed to me which seemed
to have large possibilities.

“It was very kind and thoughtful of you to give me the
benefit of your luminous idea, and I shall try to do a story
on it that will fulfill your expectations.”
As the result of Mrs. McCann’s idea, Dr. Douglas wrote
a book which has sold more than two million copies. It has
been translated into 17 languages and is now a film produc-
tion that cost in excess of four million dollars. That book
was The Robe.

Millions of people had read many times the Bible’s ac-
count of the Crucifixion, and how the soldiers cast lots for
the seamless coat that Jesus wore, but they never questioned
the reaction of the Roman soldiers. They never questioned
who won the coat, they never questioned who wore it, and
they never questioned the legend of the man who won it.
Hazel McCann did. She was inquisitive. She had an idea.

She gave this idea to Dr. Douglas. It seized his attention. It
attracted his interest. It stimulated his desire. He was con-
vinced that the idea had the seeds of a wonderful story. He
was sold on the idea. He acted upon his decision. As a result
of that idea given to him by Hazel McCann, a storehouse of
valuable knowledge and interesting entertainment was fur-
nished to a host of people.