It is essential to understand that not all smokers are equal, and that certain smokers need to be "won" as "potential clients" of an intervention program aimed at addressing their specific needs. Thus, the objective of the article was to compare the profile of smokers recruited for a smoking cessation clinical trial with that of the general smoking population in the city of Rio de Janeiro, in the years 2002-2003. Heterogeneities observed may indicate the need for adopting different recruitment strategies, associated with the existing interventions, to encourage as many and as diverse eligible individuals as possible.