This is a close-up section of a full-page newspaper “advertorial,” first used as a successful print advertisement, then later used in dozens of direct mailings as a folded tearsheet with a hand-written post-it note. The three-day “Boot Camp” event it promotes gradually increased in price from $995 in 1993 to $4,995 by 1997, as a result of thousands of campaigns using this and other approaches.
