These are all examples of ads & sales letters that have an "unassuming expert" at the center. An unassuming or unexpected expert is someone who doesn't seem like they'd succeed in their area of expertise. This type of character is great for creating fascination & curiosity around how they became good at their craft. Almost every time, the explanation behind their shocking results is that they discovered certain "secrets" that most others don't know about. You want the prospect to believe that once they know these secrets, their results will be just as amazing, if not better than that of the unassuming expert.
