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To the Letter

Testimonials lead to a world of opportunity.

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

Tara O'Keeffe's rancher father had long endured splits and cracks in his hands and feet, motivating her to create O'Keeffe's Working Hands Creme. Impressed with the product's healing powers, independent pharmacies carried it. But when O'Keeffe, 48, tried to get the cream in retailers nationwide, buyers only cared about which major stores already stocked the product.

Undaunted, O'Keeffe collected letters from grateful individuals. She shared the testimonials at a trade show, where a Walgreens buyer was impressed by the binder that contained 1,000 letters.

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