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The Name Game

How can you spice up your ads without sensationalizing them? Simple. Just drop a name or two.

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This story appears in the June 1998 issue of Entrepreneur. Subscribe »

Entrepreneurs in professional practices--doctors, accountants, lawyers and the like--often prefer to err on the side of conservatism when it comes to promoting themselves. For them, it can be a bit unseemly to hawk their wares alongside flashy retail advertisers just to bring foot traffic into their offices. Unfortunately, the result can often be a pretty dry representation of themselves in advertising.

There are, of course, those Doberman-like accident attorneys who mash their noses into the TV camera and growl with promises that they'll fight for your rights if you let them represent you in court. But by and large, professionals worry about besmirching their reputations by appearing too salesy in their advertising.

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