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Word Travels Fast

Use secrecy, scarcity and the cool factor to spark a buzz about your product.

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

When a product is hot, people hear about it nonstop and often buy it just to see what all the hoopla is about. The sales "buzz" has hooked them.

I still remember an advertising campaign from my childhood that caused quite a stir. It involved a progressive buildup of information that kept people on the alert for clues that would be revealed via neighborhood billboards.

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