0816_TOEFL-Test-and-Score-Manual-1997

162 ● 201 Great Ideas for Your Small Business
my employees,” said Bob Dudley, president of a San Diego commercial
satellite-dish provider.
It doesn’t matter what you do or sell. If you provide consulting services,
offer a free breakfast session as a way to share your expertise and prequalify
clients.
If you sell clothing, position yourself as a personal shopper. Provide a
free fashion consultation. Image consultants can organize a free “dress for
success” seminar to local businesses. Business owners will welcome your
advice, and you’ll probably attract a few paid clients.
Follow the lead of major cosmetic companies, such as Clinique and
Estee Lauder. They often offer great gifts with purchases.
Offering free samples is an inexpensive and effective way to put products
into the mouths of consumers. Big and small food companies rely on
in-store demonstrations to test-market products.
A few years ago, I was browsing through the aisles of a gourmet food
store when a demonstrator stuffed a morsel of plum pudding in my mouth.
I admit, I never would have tasted the dark, dense substance otherwise. It
was so delicious, though, I ended up buying one for a gift—and interviewing
her for my syndicated column.
GREAT
Design a Great Sign for Your Business
Your sign is a big magnet for business, especially if
IDEA
you are located on a busy road or in a strip mall.
Before he retired, Lloyd Miller owned a travel agency in Winter Park,
Florida. “My agency was on a high-visibility corner,” said Miller. “We put
our cruise price specials on a dry-marker board labeled ‘Cruise Catch of
the Day.’”
He said the big, eye-catching sign prompted people to call from their
cars while driving by.
You don’t need a big budget to design an attractive sign for your business.
Many sign makers rely on computer technology to design affordable
signs. Or hire a sign painter for something more unique.