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`Hi' Hopes

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  • Posted on 22nd Sep, 2022 21:31 PM
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This story appears in the April 1998 issue of Entrepreneur. Subscribe »

Fans of championship know that a staple of the sport isthe introduction of the fighters by a ring announcer famous for hisadrenaline-inducing words "Let's get ready torummmmble!" Causing that kind of a rush on paperisn't easy, but this example teaches a lesson all entrepreneursmust learn: Introductions--especially in --need to getthe juices flowing for readers to perk up.

That's my message to Lee Tubbs, who wrote recently with arequest for a brochure makeover. Tubbs owns Enviroguard Inc., anenvironmentally friendly pest control service in Chattanooga,, whose distinction needs more play on the brochure'scover. Offering an alternative to chemical warfare, Tubbs says inhis piece, "Where treatment is required, nonchemicalprocedures are utilized in combination with low-impactbaiting???" These words show a sensitivity that prospects needto know about, starting right up front. Promoting that differencesimply can't wait until the inside of the brochure if you wantto maximize the readers' first impressions.

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