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Command Performance

Ask prospects to take action, and guess what? They just might.

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This story appears in the July 1999 issue of Entrepreneur. Subscribe »

Among the forehead-whacking fundamentals we often need to remind ourselves of in creating good advertising is this: Always use the imperative voice instead of the declarative in leading off any promotion.

For example, if you happen to sell fishing lures, instead of declaring "Jitterbugs for sale," command the reader to "Catch 'em with our Jitterbugs." Why? Because we consumers are notoriously inert and impassive when it comes to advertising, and therefore we often won't do squat unless asked.

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