Hidden Treasure
Your best possible headline may lay unnoticed--seek it out.
By Jerry Fisher •
Opinions expressed by Entrepreneur contributors are their own.
Linda Jackson of Salem, Oregon, is a breast cancer survivor whofound post-mastectomy garments so sparse that she started her owncompany, Ladies First Inc., 10 years ago to offer women a bettersolution. Her collection, Softee Garments, is specially designedfor the four- to six-week period after surgery. Jackson laterexpanded the line to include post-recovery wear. She uses the adshown here to get specialists to prescribe her products, which arecovered by Medicare and most insurance carriers, and to motivatemedical suppliers and post-mastectomy retailers to provide theproducts.
The ad is attention-getting, especially the torn-away-page look.But one of the best elements is barely noticeable: It's thesmall line at the very bottom that says "Helping women feelfeminine and confident following breast surgery."
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