A fiery but true story about two men and a horse:
Back in 1866, a man named Henry Bergh established the American Society for the Prevention of Cruelty to Animals.
The ASPCA’s powers were such that Bergh and his minions could stop and arrest anybody they believed was mistreating an animal.
The trouble was that Bergh himself was largely an uninformed crusader, who knew little about many of the animals he was seeking to protect.
For example, he once ordered a large tank of water for a rhinoceros to swim in, despite the fact that a rhinoceros will not swim — nor will he float.
Another time, Bergh set his sights on P.T. Barnum’s circus, and specifically, an act in which Salamander the horse jumped through several rings of fire.
Bergh sent his assistant down to Barnum’s circus to investigate the rings, the horse, and P.T. Barnum himself.
Barnum, master showman that he was, sensed an opportunity.
He invited Henry Bergh’s assistant, the police, and a large crowd to the main tent of his circus.
“Ladies and gentlemen,” Barnum said, “I have been catering to the public for forty-eight years, yet I am here today expecting arrest.” He went on to talk about all the animals he had owned and all the care and protection he had provided them over the years. The crowd, the police, and Bergh’s assistant sat there, arms crossed, unimpressed.
And then, Barnum had the rings of fire lit.
First, he stepped through the rings himself. He emerged unscathed and unsinged. The crowd hemmed and hawed.
Next, a troupe of Barnum’s clowns came out. They performed some antics, tumbling in and out of the fiery hoops. The crowd laughed.
Then, Salamander the horse was led to the rings. He passed through them with no signs of fear or hurt. The crowd cheered.
The end? Oh no. Barnum didn’t end his show just yet.
Because as the final act, Barnum had Henry Bergh’s assistant pass through the rings of fire. The man, a little hesitant at first, emerged unhurt and impressed.
He stated right then and there, in front of the police and the assembled crowd, that his employer, Mr. Bergh, had made a mistake.
Barnum stood in the middle of his big tent to share his big takeaway. “I love animals too well,” he said, “to ever torture them.”
My own takeaway of why I’m telling you this story should be obvious enough.
And if it’s not, might be more obvious once you go through my Most Valuable Email course.
That course features elephants and mice, wizards and strongmen — in short, high drama — and that’s just in the swipe file I give away.
The real show happens in the main tent, I mean, the core training. If you sit through that show, you will emerge on the other side, not only unscathed by the fire, but wiser and more excited than you are now, with a clear understanding of how today’s story of P.T. Barnum ties into my email writing
Whenever you’re ready, step right this way: