Neil Patrick Harris

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

Forget to make that annual doctor appointment again? Don't worry. Patrick Dempsey can call to remind you. Dempsey, as well as other actors who played doctors, have returned to Cigna's TV “Doctors of America” campaign to remind Americans to get their annual check‑up.

"Your first 10 words are more important than the next 10,000," wrote America's super-salesman Elmer "Sizzle" Wheeler (1903-1968). What are the first 10 words? In the world of advertising, they are called "headlines." Newspaper journalists call them "heds."

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