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Personal Touches

Pique viewers' curiosity with a peek into people's lives. Why not try a personality profile?

By Jerry Fisher

Opinions expressed by Entrepreneur contributors are their own.

I'm a big believer in borrowing successful ad ideas fromother industries and applying them to your own promotional efforts.No, it's not plagiarism. It's just an effective way toavoid pounding your pillow at night for an ingenious idea whenthere might be one out there that overlays nicely onto your ownenterprise.

Casein point: Dewar's Scotch Whiskey was known for a memorableseries of "Dewar's Profiles" ads, each of whichspotlighted some accomplished individual. The person'sinterests and tastes were spelled out in captions next to his orher photo, ending with a not-very-shocking pronouncement of his orher favorite scotch. It's a great approach for getting somebodyto read your ad because there's a natural curiosity about theperson being profiled.

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