that a man looks at in another man.

 

The SHOES. Or the footer of his website. 
For THEY are the giveaway of the financial, social and professional status. 

The instinct cuts through the fog: it knows the difference between how you would like to appear, - and who you are. 
From the moment that a man has a bit of money or time or care, it will go to the face (the beard, haircut, sunglasses, skin). The next batch of money or time will go to shirts, ties, jackets for all seasons, then the watch, - and already the belt can be that 20-year old thing that is falling apart and not fitting anyway. The trousers are the neglected orphan and forget about the seam/socks/shoes down there: 

The money is gone, or the time is. Time - that other sign of luxury, pointing to not being a slave, be it a wage slave or slave of circunstances. Not even the extra coins left for a seamstress, or the two days of waiting for the trousers to be ready. 
As the old grandmother of a gone-by era would say: "Shine your shoes"! And that was that, the only and whole advice before the son would go off to an important event. 
 

The same happens in so many websites: 

Full focus on a luxurious first impression - logos, photos, the works - and then the website visitor who flicks one tenth of a second on the mouse, is in for a disappointment. The credibility is gone: such a difference between what is promised (gloss, professionalism, reliability) and what there is.  
It's as a promising shop window, - and chaos and dust within the first step inside. 

It might be better to pour all money or time in the shoes, than in anything else. Then you still have the chance to be thought an authority or president disguised as a beach bum, than the other way around :). 

This is but one example of what I call "the language of silence": all these things that we are saying without us knowing to be saying them, or that are contradicting our words and appearances. And that marketing makes such a clever use of. Just as with "actions speak louder than words" - Alexander The Great showing to be an equal, fighting together with his soldiers - it are all the things that you say without the use of words, that constitute the real mother tongue of the world, understood by all instincts. 

Rhetoric, the art of persuasion with words, acts as the cherry on the cake, the kick to get the ball in the goal. The "JUST DO IT" above the perfect section of perfect sneakers. Obviously, only if it's the perfect rhetoric too.