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Your Attention, Please!

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  • Posted on 23rd Sep, 2022 00:01 AM
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This story appears in the December 1997 issue of Entrepreneur. Subscribe »

In last month's column, I strutted out like some kind ofadvertising drum major holding aloft one of 's mostpowerful words and suggesting you put it in your ad's headlinebecause of its ability to draw people in.

That word was "secret." And my exact wording inNovember's issue was, "I feel safe in saying that if youuse the word `secret' in the headline or title of your ad orpromotion, your ad is almost guaranteed to get noticed, which ishalf the battle."

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