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Psst! The Secret's Out

Hook 'em with the one word that leaves 'em begging for more.

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

Nudging itself onto the list of advertising's most magnetic words is an irresistible bonbon that few of us can pass over. That word is "secret." Others in the top five, in no particular order, are: "free," "new," "you," and "sale," with "sex" a steamy sixth.

I feel safe in saying that if you use the word "secret" in the headline or title of your ad or promotion, your ad is almost guaranteed to get noticed, which is half the battle.

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