But such is not the case. Men's clothes, as an instance, are
marketed on the talking points, "need for suitable dress,"
"quality," "style," and similar arguments. These arguments are not
the ones appealing merely to men; women are just as much interested
in need of suitable dress and the quality and style of the garment
worn as are the members of the opposite sex. But the general talking
point may be extended, or rather restricted, so as to make an appeal
to men along the lines of their exclusive experience:
Clothes are the outward index of the inner man.
The business man who dresses so as to show his inherent neatness and
orderliness has just that much advantage over his less careful
competitors.
The employee who meets the responsibilities and niceties of good
business dress shows to his sharp-eyed employer that he is a man who
is liable to meet the niceties and responsibilities of a better
position.
More than once has both business and advancement hinged on
appearance. And good appearance never handicaps--never holds a man
back.
* * * * *
HOW DIFFERENT ARGUMENTS APPEAL TO MEN
Price _Foremost_
Sentiment _Useless_
Style _Slight_
Quality _Important_
Flattery _Doubtful_
Exclusiveness _Seldom_
Testimonials _Effective_
Reputation _Reassuring_
Service _Essential_
* * * * *
This presentation is good "man copy" for it is based on that
universal attribute--the desire to "get on" in business and as an
employee.
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