Word: gurus
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...gurus of the direct-mail copywriting trade are the Sonoma, Calif., team of Bill Jayme and Heikki Ratalahti. Over the past 20 years, they have used their wiles to help launch more than a score of publications, including Bon Appetit, Smithsonian and Mother Jones. Jayme and Ratalahti's marketing packages, which cost $30,000 to $50,000 each, share four characteristics: an irresistible envelope, a personalized typewritten letter, a brochure intended to give an as yet nonexistent product an aura of legitimacy, and a response card. Jayme and Ratalahti know that people do not read direct-mail pitches carefully...
Even more prevalent is exhaustion. "The American man wants to stop running; he wants a few moments of peace," says poet Robert Bly, one of the gurus of the nascent men's movement in the U.S. "He has a tremendous longing to get down to his own depths. Beneath the turbulence of his daily life is a beautiful crystalline infrastructure" -- a kind of male bedrock...
...expect President Derek C. Bok to be a lame duck this year just because he's announced his intention to resign in June. Although Newsweek's conventional-wisdom gurus called him "Harvard's own Gerald Ford," Bok's low public profile can be very deceiving. He's no A. Bartlett Giamatti, which some people may regret, but he's no John Silber either, which makes every-one happy...
...need for "a new world order." As he said in California: "All mankind is entering a new age, and world trends are beginning to obey new laws and logic." More strikingly, he held a private meeting in Canada earlier in the week with one of the leading gurus of the new age movement, Sri Chinmoy, who read him a "spiritual song" and gave him a volume of admiring letters...
...Cheap Investor and so on. Most of them are solo operations, and one editor describes them unabashedly as the "alternative press" of the era. The wished-for kinship is not with some Age of Aquarius tabloid, of course, but with pamphleteers like Thomas Paine and Alexander Hamilton. The newsletter gurus see themselves as disabusers of Wall Street myth, as missionaries of economic truth. Since readers can lose big money if their guru is wrong, the work is fraught with the peril of being hanged, though only in effigy...