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HOW DIFFERENT ARGUMENTS APPEAL TO MEN
Price Foremost
Sentiment Useless
Style Slight
Quality Important
Flattery Doubtful
Exclusiveness Seldom
Testimonials Effective
Reputation Reassuring
Service Essential
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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. This letter has the right kind of appeal, rightly presented. Compare that letter with the one sent out by a tailor to the professional men of his city:
Dear Sir:
I hope you will excuse the liberty I am taking in addressing you personally, but as it is on a matter that affects you very much and also your profession, I hope you will overlook the familiarity.
As a physician you realize the importance of having good clothes and also of having them kept in good order, both from a social as well as a professional standpoint.
Being situated in your immediate neighborhood and having my store open a greater part of the day, I am sure the proximity will be a great convenience to you.
I have had twenty-seven years' experience in making clothes and cleaning, pressing and repairing them. I do not think you need question my ability to do your work satisfactorily as I have made clothes for some of the most fastidious and aristocratic people in the world.