John Varda (posing at right as the Maytag repairman) is not just a man with an appliance store, he’s his own brand. Each year after the holidays, Varda, owner of McIntosh Appliance in Spencer, West Virginia, hires a comic radio personality to fill the airwaves of his West Virginia town with clearance-sale spots like, “John’s cryyyyying ‘cause he’s losing all his profits!” “People love making fun of me,” he says. “They’ll walk in the store and ask, ‘Where’s your towel, John? You wiping those tears away?’ But I’ll tell you, it cleans out my inventory at the end of the year.” Varda spends half his promotional

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