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Head Games

Your prospects' own thoughts are potent headline material.

This story appears in the February 2000 issue of Entrepreneur. Subscribe »

What does the average person worry about when he or she peers into the bathroom mirror each morning? Something work-related? A family issue? Those telltale signs of aging? If you knew that concern du jour and you've got a product or service that addresses it, echo it back to get your prospects' attention.

For Bill Blacker of Bensalem, Pennsylvania, who runs a geriatric-care firm, this approach would suggest an ad headline that reads, "What should I do about Mom?" Compare the immediacy and impact of that set of words to the current offering, and you see how much more attention it might receive.

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