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No More Mr. Nice Ad

Cute doesn't cut it. To succeed, you've got to be more aggressive.

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

Tamara Simon, who operates Koss Property Management Inc. in Seattle, sent in an ad that one could say "makes nice." It's agreeable, well-spoken and, yes, even cute-an ad you'd take home to mother.

But in the world of competitive advertising, where you need to strap on an ammo bandolier, brave the elements and go out there for battle, Simon might want to be more forceful and pithy. Remember, you're living in a world desensitized to advertising. Just putting your name at the top of an ad and having a sunny theme line follow won't always cut it.

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