No More Mr. Nice Ad Cute doesn't cut it. To succeed, you've got to be more aggressive.

Tamara Simon, who operates Koss Property Management Inc. inSeattle, sent in an ad that one could say "makes nice."It's agreeable, well-spoken and, yes, even cute-an adyou'd take home to mother.

But in the world of competitive advertising, where you need tostrap on an ammo bandolier, brave the elements and go out there forbattle, Simon might want to be more forceful and pithy. Remember,you're living in a world desensitized to advertising. Justputting your name at the top of an ad and having a sunny theme linefollow won't always cut it.

Realizing that do-it-yourself property management is a realmigraine for most people, it would benefit Koss to push that buttonin its advertising. To that end, my recommended headline would be,"10 Property Headaches You Won't Face Next Week."Then, of course, you'd list those 10 forsaken headaches (whichare indicated in the drawing of the house).