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Have A Heart

Don't be afraid to get a little emotional in your ads.

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

Sharon Rochford, who wrote recently, had a solid idea for a small business. The longtime Beverly Hills, California, intensive-care nurse decided to strike out on her own and open a surgery-planning consultancy, Rochford Surgical Consultants, to chaperone people through the throes of what is usually a traumatic and stressful experience.

To promote her service, Rochford developed a brochure that's very professional and represents precisely what she offers--but it may need to go under the knife. No, not for anything like a heart transplant, because the heart of the brochure is functioning just fine. But the all-important cover needs to be treated for a case of consultantitis. I'll explain the affliction and its symptoms so you can put your own advertising under the microscope.

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