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Work magic with a testimonial headline.

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

Some efforts don't just ask for a testimonial headline, they plead, pray and practically wail for one. Consider this a response to those entreaties in the case of a postcard submitted for a makeover by Bob McEntee of Huntington Station, New York.

McEntee is a magician whose business, Magic Beyond Imagination!, puts on educational magic programs for elementary-school assemblies. He asks what he can do to his promotional postcard to increase response from schools. My answer is to get a school to give him an endorsement to use at the top of his postcard. These cards will be sent to other principals in the area, and a thumbs-up testimonial from one of their colleagues is going to grab their attention better than the headline he's now using. McEntee currently relies on anonymous plaudits at the bottom of the card, but they don't have nearly the impact that an endorsing headline with an attribution would.

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