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Just Teasing

Refusing to give your prospects the whole story at once is a surefire way to pique their curiosity.

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This story appears in the September 2003 issue of Entrepreneur. Subscribe »

I'm a pushover for an ad like the one shown here. Maybe you are, too. It teases with the promise of revealing intriguing information-a technique that the tabloids have made into an art form. So OK, I'll bite. In response to the headline "What your scale isn't telling you," what's mine missing?

The folks at the U.S. branch of Tokyo-based Tanita Corp. in Arlington Heights, Illinois, have the answer in a hybrid bathroom scale/body-fat monitor. Their ad for this unit, created by LoSasso Advertising Inc. in Chicago, gets an A+ for two reasons: One, it makes you read further into the rest of the ad for the answer (a big accomplishment for any ad), and two, it triggers the instantaneous impression that your current bathroom scale is not good enough.

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