Gordon Pape

Another variation on the technique of using testimonials to sell your product is that of associating your product with a spokesperson who possesses all the attributes you claim your product will deliver. The Hume Group, an Atlanta, GA-based publisher of business, finance and investment home study courses, boasts two long-term controls using this technique, reports direct mail consultant Axel Andersson. For example, Hume's current control for its Successful Investing & Money Management (SIMM) course shares the story of Gordon Pape, a self-made millionaire who went from rags to riches with successful investing strategies that he taught himself (733HUMEGR0400). The copywriter tells Pape's story

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