HUME

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

The Hierarchical Model vs. Hub-and-Spoke March 9, 2006: Vol. 2, Issue No. 19 IN THE NEWS Bush in a bubble: Is he cut off from political reality? From Iraq to Katrina to the ports flap, many observers view him as insular. We have seen this phenomenon before--a cloistered president, fixed in his views and averse to compromise, often at odds with political reality. Democrat Woodrow Wilson was protected by a first lady who froze out even his closest aides. Democrat Lyndon Johnson raged against his domestic critics, calling them "communists" and "Harvards," and he wound up speaking only at military bases. Republican Richard

The Hierarchical Model vs. Hub-and-Spoke March 9, 2006: Vol. 2, Issue No. 19 IN THE NEWS Bush in a bubble: Is he cut off from political reality? From Iraq to Katrina to the ports flap, many observers view him as insular. We have seen this phenomenon before--a cloistered president, fixed in his views and averse to compromise, often at odds with political reality. Democrat Woodrow Wilson was protected by a first lady who froze out even his closest aides. Democrat Lyndon Johnson raged against his domestic critics, calling them "communists" and "Harvards," and he wound up speaking only at military bases. Republican Richard

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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