An insurance company marketing a particularly strong investment policy, and which follows the plan of writing to the prospect direct from the home office, finds that such a letter as this pulls:
Our Agent, Mr. Blank, no doubt has presented to you a majority of the many advantages of a —— policy in the ——. But we want you to have in writing, and signed by an officer of the company, what we regard as the main reason you should be with us.
No civilized man can evade responsibility. Should anything happen to you, you are responsible for that loss—to your business—your family—your friends. Is your responsibility great enough—without the protection of the Regal Company—to "make good" your own loss?
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But the kind of appeal to make is only one phase of the problem. Of equal importance is the manner of making that appeal.
On first glance it would be thought that the products which appeal specifically and exclusively to men would be marketed by talking points which have specifically and exclusively the masculine appeal. 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.