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Come to a Head

Once you've got a great headline for your ad, don't skimp on the details.

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This story appears in the January 2002 issue of Entrepreneur. Subscribe »

When you need great advertising ideas, where do you turn? By "great," we don't mean the irrelevantly brilliant advertisements that win awards for creativity and make handsome artwork for office walls. Those often cost a lot to design and produce, but that doesn't mean they sell worth beans. The great advertising ideas we're talking about are the ones you can potentially spot every day, whether you're reading a newspaper or turning the pages of a glossy magazine. Each month in this column, we'll spotlight a currently running ad that promises to teach you a lot about producing your own effective advertising.

Because the buying public is so bombarded with ads on a daily basis, consumers are desensitized to all but the most provocative of them. This column's goal is to ferret out those head-turning exceptions, discuss what makes them draw attention, recommend how you might sprinkle some of their stardust on your own efforts, and even suggest how they can be improved.

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