Some advertising efforts don't just ask for a testimonialheadline, they plead, pray and practically wail for one. Considerthis a response to those entreaties in the case of a postcardsubmitted for a makeover by Bob McEntee of Huntington Station, NewYork.
McEntee is a magician whose business, Magic Beyond Imagination!,puts on educational magic programs for elementary-schoolassemblies. He asks what he can do to his promotional postcard toincrease response from schools. My answer is to get a schoolprincipal to give him an endorsement to use at the top of hispostcard. These cards will be sent to other principals in the area,and a thumbs-up testimonial from one of their colleagues is goingto grab their attention better than the headline he's nowusing. McEntee currently relies on anonymous plaudits at the bottomof the card, but they don't have nearly the impact that anendorsing headline with an attribution would.
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