The Importance of Being Weird

There's a realtor by where I live, trying to sell a house. His sign is out front: "For Details, Call Charlie Disharoon." Now, I pass his sign a lot. But I can tell you that even from the very first time I saw it, that name -- Charlie Disharoon -- has been lodged in my brain, and I'll bet it's now lodged in yours, too. Charlie Disharoon. You find yourself repeating his name to yourself, just for fun. You picture him answering the phone: "Charlie Disharoon -- how the heck you doin'?" It's fun.

Think that'd have happened with Jim Roberts, Certified Realtor? Heck no. That guy's as anonymous as his wrinkle-free, stain-free khakis. And I'll bet if you look at the sales numbers, Ol' Charlie is eating Jim's *lunch.*