tugboats

# tugboats

From:

Los
Angeles, California

Saturday,
10:20 A.M.

March
5, 1988

Dear friend and
subscriber,

I
don't want to get mushy here but I would be truly remise if I failed to
acknowledge all the generous and heartfelt feedback I received from
last month's letter. You know, I don't think anything I've ever written
has generated so much honest emotion right from the very soul of my
readers.

Thank
you all.

O.K.,
enough of that stuff. Now, sharpen up and pay attention. Listen: did
you ever wonder if maybe you're overlooking something very important in
your advertising?

I
bet you are. You see, if you're at all like most people, there is a
huge and vitally important advertising concept to which you never give
a second thought. This is a secret so powerful that just being
aware of it can hype the effectiveness of your sales campaigns almost
beyond belief.

Don't
worry. You're going to know all about it before you finish this issue.
However, I think it'll be best if I sort of "sneak up" on it for a
couple of pages rather than give it to you cold. That's the best way, I
believe, to make it stick in your mind forever. Anyway, a clue to this
secret lies hidden in the following four items of interest:

ITEM
#1: A guy buys a beer joint
that's doing a good business in a blue collar neighborhood. His first
move is to decorate the joint and give it a little class and to lower his prices.

Can
you guess what happens? It's quite simple. He loses most of his customers!