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

What kind of advertising impact can you possibly have when all your budget will allow is an ad the size of a bar of soap? The answer is, plenty-as evidenced by the small-space ad shown here.

Developed for Robert Kotler, MD, a Beverly Hills, California, facial cosmetic surgeon, it relies on two elements: 1) a picture of a patient whose looks belie how old she really is, and 2) a headline that asks you to try guessing her age. Who can resist?

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