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Fire Starters

Want to capture readers' attention? Simple: Host a sales explosion.

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This story appears in the September 1997 issue of Entrepreneur. Subscribe »

A few years ago, as a prank, a national humor magazine sent a small "rebate check" under a fictitious business name to a famous multimillionaire. The amount of the check was something like $1.06. The idea was to see if this extremely wealthy individual (whose name you'd recognize in an instant) would actually cash such a puny check. And, sure enough, he did!

What that said to me is that no matter what one's station in life, the lust for a discount--any discount--is so indelibly etched on our psyche that it is never completely erased. Is it any wonder that we've made the terms "sale" and its benefit, "save," the most ubiquitous in all of marketing and advertising?

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