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Treasure Hunt

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  • Posted on 13th Sep, 2022 12:33 PM
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Money - Treasure Hunt - Entrepreneur.com

This story appears in the July 1997 issue of Entrepreneur. Subscribe »

Instead of looking heavenward, as many of us do, for inspirationon how to improve our , sometimes it pays to do just theopposite: Look downward. By that I mean look down into the belly ofyour current advertising copy for any buried treasure that mightmerit boosting to the top, perhaps even as a stronger, moreeye-catching headline than the one you're using.

I say this because there have been several times a client hasanointed me an advertising Einstein as the result of a smart adconcept I've presented, only to learn the idea was actuallytheirs. I merely found it lying mildewed in the fourth paragraph oftheir old advertising copy and raised it to its rightful place.You'd be surprised how much potentially powerful, freshheadline material lies hidden below the surface of a lot ofadvertising efforts.

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