And the Winner Is...Nose-hair Clippers! (788 words)

Clearly, these mail order merchants have tapped into a deeply-felt need on the part of Americans to remove unwanted hair. Clearly, too, these items would most certainly bomb in France or Germany.

Let's look at how these seven analogous items are presented.

Hammacher Schlemmer, The Sharper Image, IGIA and Traveler's Selections rely entirely on "it" copy; they talk about "it"—the trimmer—without ever using the word "you." And these companies show pictures of the product only—not of a person using the trimmer.