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Personal Touches

Pique viewers' curiosity with a peek into people's lives. Why not try a personality profile?

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

I'm a big believer in borrowing successful ad ideas from other industries and applying them to your own promotional efforts. No, it's not plagiarism. It's just an effective way to avoid pounding your pillow at night for an ingenious idea when there might be one out there that overlays nicely onto your own enterprise.

Case in point: Dewar's Scotch Whiskey was known for a memorable series of "Dewar's Profiles" ads, each of which spotlighted some accomplished individual. The person's interests and tastes were spelled out in captions next to his or her photo, ending with a not-very-shocking pronouncement of his or her favorite scotch. It's a great approach for getting somebody to read your ad because there's a natural curiosity about the person being profiled.

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