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Make A Splash

A name like the Toilet-Seat Light can have Thomas Edison rolling in his grave, but it can't sell a product on its own.

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This story appears in the April 2000 issue of Entrepreneur. Subscribe »

A clever -the Toilet-Seat Light-has young entrepreneurKevin Mbithe, 19, rushing out to run small-space ads to attractattention. And yet he writes he's had "a very low customerresponse." I think I know the problem. It's certainly notthe product itself-it's a stopper. Apart from its obviousutility, you can't help but get a chuckle out of it. However,Mbithe is relying on the name alone to do the work for his ad.

To a degree, because of its uniqueness, the name gets notice.But does it impel the reader to buy? No, because using the namealone, without spelling out a reason to buy the product in theheadline, is risky.

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