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Your Attention, Please!

Want readers to notice your ad? Get in their face.

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

In last month's column, I strutted out like some kind of advertising drum major holding aloft one of advertising's most powerful words and suggesting you put it in your ad's headline because of its ability to draw people in.

That word was "secret." And my exact wording in November's issue was, "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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