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Let Them Eat.

The right buzzwords can whet consumer appetite for your product.

By Jerry Fisher

Opinions expressed by Entrepreneur contributors are their own.

What are the riveting hot-button words in your industry...theones that can make consumers instantly glom on to your product? Inthe health-foods field, there are many of them-"organic"and "fat-free" are two examples. One I recommend toSuzanne Locklear, a Boise, Idaho, specialty food maker-is"longevity." It's a word that has a certainendorphin-like effect on health-conscious people. And applied tothe line of specialty salad dressings Locklear is marketing, itcould move a whole lot of veggie balm.

Currently, she's using personality-driven advertising forattention. Locklear has twice survived breast cancer, and she notesit in her advertising as a way to validate herhealth-consciousness. But it's not enough. I think she needs abutton-pusher or two in the headline -promoting the healthpotential of her pour-overs. But, because overpromising in thehealth field is an infraction that'll get you 20 lashes fromgovernment regulators, you need to qualify your claims. Mysuggested headline is: "Suzanne's Five Tasty LongevitySecrets." A subhead would follow, saying, "Discover thedressings and marinades that burst with flavor, but have none ofthe no-nos experts warn are aging your body."

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