Page 51 - Demo

87CHAPTER 7Tux, Tails, & Top Hat or Coveralls & Work Boots?by Darcy JuarezA lot of Direct-Response Advertising is ugly%u2014on purpose. Plain. Featuring a lot of text, seemingly squeezed in, often in small print.Businesspeople like fancy advertising. They like to dress up their advertising and marketing, in professional or elegant attire, and they are easily persuaded to do so by agencies and media. Business owners love hearing praise for the cleverness, cuteness, or comedy of their marketing. Their egos are not concerned with results, but with feeling good and proud. They want to display their logo and their slogan. As Direct Marketers, we are not concerned with any of that. :H%u0003SUHIHU%u0003ZRUN%u0003FORWKHV%u0011%u0003:H%u00b7UH%u0003QRW%u0003GUHVVLQJ%u0003XS%u0003RXU%u0003PDUNHWLQJ%u0003IRUDSSURYDO%u0003E\\%u0003VQREV%u0003DW%u0003WKH%u0003IDQF\\%u0003GUHVV%u0003EDOO%u0011%u0003:H%u00b7UH%u0003JHWWLQJ%u0003LWV%u0003VOHHYHV%u0003rolled up, its work boots on, and ready to do a job.