Remember when you were a kid? Lunch time held a certain magic. What did mom pack? The anticipation %u2026 the apprehension %u2026 the delight - and sometimes the disappointment at finding your stupid apple had crushed your snack cake.

If you've been using the same approach with your customers and clients for very long ... it's sorta like getting peanut butter and jelly in your lunch for 37 days in a row. It's boring, predictable and memorable %u2026 for all the wrong reasons.

Lesson Learned: Keep your main offer fresh.

In today's market, a fresh new approach can mean the difference between clients eating up what you have to offer %u2026 and getting your snack cakes crushed.

For example, I remember the day I opened my insulated bottle to pour my milk and out came CHOCOLATE milk! Mom had my attention. Yeah, making sure I had milk to drink showed she cared. And for a 9 year old that's all well and good. But chocolate milk? Well that just moves mom up on the list of "stuff that's swell". And from that day on, there was a little twinge of excitement when I opened my lunch drink. Problem was %u2026 it never happened again. After a while, the slight twinge of excitement that came with opening my drink %u2026 disappeared.

Lesson learned: Every now and then, you have to change it up to keep the excitement alive. Putting a different type of juice or chocolate milk in my lunch one day every three weeks would have done it.

By the same token, if you've been sending the same old postcard announcing the "Sale of the Month" %u2026 next month try sending the card in an envelope instead.
Better yet, send it along in an envelope with a 25 sheet sticky notepad with your logo, name and number imprinted on it.

Think about that for a minute from the receiver's standpoint. You've been getting a postcard from LMNOP for 2 years. SUDDENLY, you get an envelope from LMNOP. You'll open it with renewed interest. Why? Because you don't know what's inside. Something unexpected and out of the ordinary happened. But because the same old postcard in an envelope could be anti-climactic, you want to include a little "excitement enhancer" with an inexpensive sticky notepad.

Mom's lunches weren't all bad, though. Part of effectively changing your approach is understanding that while an apple, an orange and a banana are all fruits %u2026 they are different fruits. Mom added variety to my lunchbox fruit course by constantly changing the fruit. She did the same with the veggies, alternating carrots, celery, sweet peppers, radishes and pickles. Similarly, a postcard, an envelope and a package are all direct mail, but they're different. The same way a pen, a note pad and a refrigerator magnet are all promotional products - yet different. Even with postcards, you can change the design while maintaining the integrity of your corporate identification.

And now the main course - the offer! Mom knew I would be ok with ketchup on bologna even though I preferred mayo. Mustard is fine on pork/ham. PB &J was fine. Egg salad would fly like a lead balloon, sandwich spread was great and I'd eat anything with cheese on it %u2026. except PB&J, hold the cheese, please.

Lesson Learned: Want to keep your target relatively happy and interested? Get to know them, keep changing the main offer and give them what they like.

What do you know about your clients and prospects? Do you know what they like, how much they buy or how often they buy? For small retailers it can be as easy as utilizing a punch card program. Swipe type cards coupled with the right computer program can allow you to capture a lot of useful data. But even the smallest retailer can send/give a survey and reward respondents with a low-cost, high perceived value promotional item. This is an excellent way to start or expand a database.

For national brands, using mass media to effectively drive traffic to a website with the promise of logo'd merchandise for filling out a survey can work wonders. Another tactic is on-package or in-package directionals to the website.

Change the main offer. Even if all you sell are chairs. Change the featured chair, Tell why it's a great chair - features and benefits. Tell them something they don't know. Give them something they can sink their teeth into.

Finally, the treat! Whether it was a piece of candy, a snack cake or a fruit pie, I always looked forward to the treat!

Lesson Learned: Treat your clients, customers and prospects. Treat them to a mint (regular and sugar free) at the cash register, have fresh coffee and hot water for tea available, have stickers or waterless tattoos available for the kids. Train your staff to treat customers and prospects like they are welcome. Treat them %u2026 like your business depends on them.

Want more interesting insights? Visit www.CrooksAdvertising.com and sign up for my free newsletter, CrooksView Creative Digest. Abd for great ideas on Waterless Tattoos, visit teh leading authority at www.Waterlesstattoos.com

Pens are a great promotional marketing medium ... if they are backed by an effective, creative idea. A word of warning. There is a big difference between a cheap pen and an inexpensive pen. Remember, even if you desire to simply hand out a pen to every Jill, John and Sally that walks by your trade show booth, the quality of your hand out is a reflection of you and your company.

We'll assume here that we're talking about promotional priced pens in the .30¢ to .50¢ per unit range and not expensive gift pens. Let's look at the different types.

The cheapest pen you can buy is the cap-off, stick type pen. A step above a pencil, these are, by and large, cheap. You can buy them for as little as 11¢ each. I believe they are a waste of money. People lose the cap, mark their clothing then throw the pen away. If a smooth writing pen and your image matter to you, you can do a lot better.

Twist-type pens are a step up from cap off. You can find twist-type that write decently. The downside is, they often require two hands to operate. For many, that's too much trouble, especially if they normally have something in their hand such as an order-taking pad. With a twist type pen in the lower price range, it's also difficult to find a pen that has a smooth twist action.

Your best bet in a promotional pen is a retractable, also known as a click type pen. One-hand operation is the hallmark of this type of pen. You want one that has a strong, responsive click and of course is smooth writing.

Let's assume you desire a retractable pen to promote your business. Next, consider what you want to imprint on the pen. Different pens offer different imprinting options and sizes. You want to make sure that the pen you choose has an imprint area large enough to imprint your logo or other information legibly.

Another consideration is imprint colors. If you must have a multi color imprint, that will narrow your choices and increase your cost. A one color imprint will broaden your choices and lower your cost.

So you've chosen a pen that is appropriate for your need and your budget. Lets explore ways to use that pen to effectively promote your business.
Lumpy Mail. Pens are lightweight yet cause an envelope enough distortion that it will usually get opened. If you send a letter to prospects and want to increase the chance it will get opened, a pen will do it. Combine this idea with Prize Derby or Design Contest (explained later).

Targeted Placement. Where does your target audience hang out? A local coffee shop? Hair salon? I leave promotional items such as pens and note pads on the counter at the chamber of commerce. How about your gym or health club? Where ever your target hangs out, ask if you can leave your pens there.

Quick-Draw McGraw. About four times a week I'm somewhere when someone asks, "Who's got a pen?" I am usually the first to hand over my imprinted pen. Key Point:A pen that is received at a time of need is more highly regarded than one that's simply given when no need is present.

Forget Your Pen. Use your pen and leave it every time you sign a credit card receipt. It doesn't matter if it's at the gas station, a restaurant or retail store. Leave your pen, ya know %u2026 as a public service!

Permission Based Usage. Consider making friends with local sit-down restaurant owners whose clientele may be your prospects. Then get permission to supply the wait staff with your pen. Encourage them to allow patrons to "swipe" the pen. If you choose the right, low -cost retractable pen, they will want to.

Promote a pen design contest. Have your clients and prospects submit ideas on a unique imprint design for your pen. Post the top designs on your website letting everyone know through e-mail or snail mail that the designs are up. Let them cast their vote for their favorite. Make sure you get their e-mail and other appropriate contact information as you are now building your database.

The winning design wins 50 of the pens. You can bet they'll show them to everyone they know. This whole tactic is designed to drive people to your website. Of course everyone who votes gets a pen.

Prize Derby. Pay extra, if possible, and have the pens sequentially numbered. Imprint the pens with "Go to www. _______.com." and if the number on this pen matches a number on the prize page you win!

Prizes can range from other promotional items or your product or service such as free samples or special package deals. Every couple of weeks you change the numbers on the web site so people have a reason to hang on to the pen and check back every couple of weeks.

Learn more promotional marketing tips at www.CrooksAdvertising.com and sign up for Crooksview Creative Digest.

A postcard is a great trade show handout IF, it is backed by an effective idea.

For example. You own a high-end women's clothing store. High-end buyers like to be catered to. A private clothing showing in the prospect's home or office speaks to that desire. Your postcard offers the prospect a "Private In-Home Showing". When they call to make arrangements, you get preferences, likes, dislikes and sizes. You make the appointment and take a fine selection of clothing to her. This allows you to gauge your Return On Investment (ROI and allows you to develop a personal relationship with the prospect.

What about coupons? By and large, I detest dollar-off coupons, discounts and freebies to build a loyal, money-spending client base. Mostly they attract "bottom-feeders" with whom you are establishing a relationship based on price. If your goal is to make money, then a relationship based on price works in the prospect's favor - not yours.

If you insist on coupons make it a buy one get one, a buy one get the second for 1/2 off or a dollar amount off with a specified dollar amount in purchases.

More effective is to offer an imprinted promotional item or gift with purchase. This can drive trade show traffic to your retail location. You only give promotional products if they actually visit your location and spend money. Example, a restaurant offers a free steak knife with purchase of two dinners. Combine this with a punch-card program and give customers the opportunity to collect a complete set though subsequent meal purchases.

Another use for a postcard is to make it a ticket to a special after hours store event. You highlight your product or service at the trade show. Those genuinely interested, receive the "ticket" for a more in depth demonstration, product review or test drive at the special event. You only give the postcard to those who express a desire for your product or service. Those who show up are genuinely interested. And genuinely interested prospects are YOUR golden ticket.

Use of the tactics described above can also help drive traffic to your website. In cases where the postcard is used as a ticket, you can give people the option of reserving their place at the event via phone or through your website.

A postcard that's a glorified business card is a waste of your time, energy and money. However, if you marry the postcard with an effective idea -
then you may have promotional marketing trade show gold.

Read full article at www.CrooksAdvertising.com

I almost laughed out loud. A clerk tried to explain the features and benefits of a hair dyer to a woman who had a small child with her. The clerk's sales attempt was interrupted every 20 seconds with, "Mommy, look at this!", followed by mommy's horrified look as she foresaw three possible outcomes: 1) Junior was about to maim himself; 2) Junior was about to maim someone else; 3) Mommy was about to spend way more than she intended on something that she didn't want - that was about to be broken into at least 5 pieces.

Since it wasn't my kid, I found it hilarious. The salesperson was exasperated. And mommy? Well, mommy finally said, "hell with it", took Devil Child by the arm and left the store after a carefully stacked display of towels suddenly became un-stacked - because Junior wanted the towel on the bottom.

When children hinder the sales process, salespeople can't effectively do their job and profits suffer. Smarter retailers know they MUST occupy the children if they want mommy and daddy's attention. That's where Retail Babysitters come in.

For a promotional item to serve as an effective Retail Babysitter it should meet the following criteria:

1) Be age appropriate;
2) Be clean and mess free;
3) Consume children's time.

A fourth criteria that, while not mandatory to keep kids from sabotaging your sales efforts, is VITAL if you want to get the best R.O.I.:

4) Whenever possible, Retail Babysitters should contain a tangible component to aid in the continuing promotion of your business or service off-premise.

Logoed items that meet the above criteria include stickers, sticker sheets, waterless tattoos, coloring books, crayons, your letterhead and custom activity sheets.

Businesses such as flooring showrooms, vehicle dealerships and furniture stores where children remain visible, can create a children's area with carpet, a table and chairs. Suggesting to small children that they make a card or picture for mommy and daddy can work wonders. You can provide your letterhead, 8 1.2" x 11" sheets of construction paper, logoed boxes of crayons and logoed stickers or sticker sheets.

Waterless temporary tattoos can also be used in this way as they transfer well to paper products as well as the skin. Themed coloring books with your imprint on them along with the crayons are another good option.

Read the complete article at www.CrooksAdvertising.com.

I hadn't come unglued for quite some time and, I suppose, I was due. Cause when the guy in the TV ad said, "Satisfaction guaranteed. Or your money back!", I lost it.

"If my satisfaction is guaranteed," I shouted, "then what's with the "or" part. A guarantee is supposed to be an absolute. It's supposed to be without fail. There should be nothing like "or your money back" after a guarantee. All the "or" does is tell people that the guarantee really isn't a guarantee. It weakens the whole premise of a guarantee. It waters down the very thing you're attempting to lure your customers with!"

My outburst caused the cat to plow through the popcorn bowl. As my wife and kids retrieved popcorn from all over, they strongly suggested I give guarantees additional thought, elsewhere.

Fine. Here's my thinking. Time was, a guarantee was a solemn edict. Today, it's almost a cliché'. Let's say you're guaranteeing "On-time" delivery. The very nano-second your delivery is late, the guarantee is null and void - proving that your guarantee really wasn't a guarantee. That makes you a liar.

The problem with guarantees is the wording. People attempt to guarantee that over which they have no control.

When creating a guarantee, think of what you control. I can guarantee I'll give you your money back. Ie: "If you're not satisfied, I'll give you your money back... guaranteed." I'm guaranteeing I'll give the money back. I'm not guaranteeing your satisfaction. How can I? I have no idea what satisfaction means to you.

See the difference in the following:
1) On time delivery guaranteed - or your money back.
2) On time delivery or your money back - guaranteed.

The first guarantees on-time delivery, as though I control mother nature, mechanical failure and a million other things that can prevent a delivery from taking place on time and ruin my reputation.

The second, guarantees your money back. The first may ultimately prove to be an empty promise, which discredits me and gives my client or customer no reason to believe in my "faux guarantee" in the future. The second has teeth. I'm guaranteeing what I will do.

When offering or developing a guarantee, ask yourself, "Do I have control over what I'm guaranteeing?'

I can't guarantee my family uninterrupted t.v. time, because apparently, I can't control myself. And I can't guarantee they'll let me back in, even if I make more popcorn. But, I can offer them this, "If you let me back in, I'll make more popcorn. Guaranteed!

Sometimes, creative problem-solving involves looking at an item differently than you normally look at it. The best example of this type of thinking was the old tv show McGyver, who with little more than a ball point pen, a disposable butane lighter and a paper clip could create a rocket capable of taking down a small airplane. In the real world of promotional marketing, employing creative problem-solving may not be quite that exciting but, nevertheless, is just as effective.

For instance, using plastic flying disks (upside down) as paper plate holders or snack trays. Why spend the money on expensive traffic cones for your bike rally when less expensive, imprinted 7" orange megaphones will do the trick? How about using coffee mugs as handled flower pots?

A few of our clients keep a supply of their imprinted coffee mugs at the local florist. When they need to send a get-well, sympathy or celebratory flower arrangement, they have the florist create and deliver the arrangement in my client's mug. The mug remains long after the flowers wither, reminding the recipient of my client's thoughtfulness. And because there is sentiment involved, the mug is more highly regarded.

You've employed creative problem-solving if you've ever cut three holes in a 33 gallon trash bag to use as an emergency poncho, or used a piece of cardboard as a dustpan or rolled a piece of paper into a makeshift funnel. I've used my pocket comb as an ice scraper, a kazoo (wrap a piece of tissue paper around it), a letter opener and to hold a small nail to keep from whacking my fingers.

Another approach to creative problem-solving is to question why something is done the way it is. I once met with a new client about her annual membership directory. The book had always been saddle stitched, meaning two staples in the middle held the thing together. But this new lady-in-charge didn't like the fact that the book wouldn't lay flat when you opened it. She wanted to bind it using comb binding. But that would cost more and they didn't have the budget.

I asked one simple question that made all the difference. "Does the directory have to be the size that it is?" She thought for a moment and said no. I resized the book to use less pages, which meant less paper, less signatures, less plates, less plate changes, less gathering and collating. The savings went into the more expensive comb binding and we delivered a membership directory that laid flat, for the same price as the year before.

There are few things to consider when ordering a banner for an event. For starters, if the banner will be carried in a parade, how tall the carriers are in relationship to the height of the banner needs some thought.

How the banner will be used and for how long will dictate the substrate or, the material, of which the banner is made. If the banner is for one-time use such as a parade, it can be made of a lighter, banner paper that is less expensive. If the banner will be used in multiple parades and/or hung for viewing after use, then you have other things to consider too.

A heavier, more durable substrate such as a 13oz vinyl banner material is recommended for multiple uses to withstand foldings/rollings and "trunk abuse". If the banner will hang in a window, consider an Ultraviolet (UV) laminate to prevent color fading.

For parade use, we engineer horizontal "pole pockets" across the top and bottom. A pole, two feet longer than the banner is wide, is inserted making a carrying handle. We recommend PVC pipe. It's lightweight and inexpensive yet strong enough to support the banner.

Vertical pole pockets at each end with the pocket sewn shut at the top is an option. However, the banner carriers must remain a specific distance apart to keep the banner tight through the parade. It's hard to do and can make an otherwise enjoyable parade walk, miserable. The horizontal pockets are much easier to deal with.

The bottom horizontal pocket prevents the wind from blowing the banner bottom rendering it unreadable. A length of PCV pipe, that measures the width of the banner, with a couple end caps work great. Fill the pipe with sand, cap the ends and insert it into the bottom pole pocket giving it enough weight to remain stationary even if the wind blows.

Installing grommets will give you more hanging options. We usually place grommets every two to three feet depending on the banner size. Anything over three feet high we usually put a grommet in the middle of each side as well.

For storage, rolling a banner is preferred to folding when your substrate is vinyl or paper. In cases where you have a digitally printed image on fabric, then folding is fine.

Once again, make sure the banner is short enough that the people carrying it in the parade can hold it about chest high without the bottom of the banner touching the ground.

Giving a little thought to your application, use and duration of use can produce a functional banner that looks great!

After my third attempt to de-code the phone number from my voice mail, I gave up. Seems Frank Janson, Johnson, Jorson or something from some company in Mauzoula or Missouri wants me to call him. His number is 636-6 something, four, 36 or maybe it's 3 zero then 6, 8 then something. Whatever! I'm not calling him back. And if he ever does get a hold of me, I'll be less than enthusiastic about dealing with him since he's already wasted my time by leaving a message I can't understand. He has what I call a Verbal Legibility factor of zero.
The whole point of leaving a phone number is to make it easy for people to call you back. But too often, the person leaving the message is too bored, tired, lazy or in a hurry to put a cohesive, understandable sentence together. Or they try to be cute with the way they say 55 triple 4 oh 2. Is that 50 then 5 or is it 55? And by the way, it's a zero not an "oh".

If effectiveness suffers because of speed, laziness or boredom, then the time you spend leaving the message is wasted, as is the time of the person for whom you left the message.

It seems silly to tell people to speak clearly and slowly. But an enormous number of people talk way too fast, way to soft, talk "mush-mouthed" or combine 2 or more of these traits to create a message they themselves couldn't possibly understand. So yes, while it seems silly, I'll do it anyway. "At the tone, PLEASE, speak clearly and slowly." It should take you between 8 and 10 seconds to say the number so that it is understandable. 16 to 20 seconds to say it twice.

Secret #1 to ensure your number is understandable. While you say your number - write it ... neatly. Say your number NO FASTER than you can write it. Then repeat it. If you have no writing utensil, pretend to write it in the air.

Secret #2: Leave your phone number at the beginning of the message. In the event your target doesn't get your number the first time they hear it, they don't have to listen back through your whole boring message to get it.

Secret#3: Record yourself some day when you're busy returning phone calls, making calls and leaving messages. Or, call yourself and leave a message. Then critique it. Then have a co-worker critique it.

These three little secrets can help increase your verbal legibility, make better use of your target's time and increase your call-back rate. Listen to yourself, you just might learn something.

Read more marketing articles at CrooksAdvertising.com or WaterlessTattoos.com

A product that may seem like a sure-fire hit may actually turn into a public relations problem. Take Temporary Tattoos for example.

And on the face of it, temporary tattoos & kids are a perfect match. However, most temporary tattoos require water to apply. When kids don't have access to water, they use their spit. There lies a health concern.

Germs & bacteria in saliva can spread many diseases from the common cold & flu to Tuberculosis & Meningitis. The alternative is Waterless Temporary Tattoos.

Waterless tattoos eliminate the need for kids to use their saliva when water is absent. That reduces the spread of saliva-related germs.

Because of sanitary issues and ease of use, waterless tattoos have found a following within such organizations as the March of Dimes,currently using waterless temporary tattoos in 14 states.

Another example of a fun product with potential for calamity is flying plastic disks (FPD). Most see little harm in throwing the disk back & forth or perhaps teaching your dog to make mid-air catches. Problem is, not all FPD's are equal.

The most inexpensive are made of plastic that can splinter when broken. If, as a promotional item, the FPD's are intended for children or the pet market, physical harm can come to a child who falls and breaks a FPD or to a dog that breaks one while biting it.

The more expensive flying disks are made of a more pliable plastic that may tear and become deformed through rugged use - but won't break & splinter.

One way to avoid problems is to test samples of products you're considering for use in your promotional marketing campaigns. Role play with the product, play with it and attempt to uncover the negatives. Can the product be used in a way other than its intended purpose?

Several years ago McDonalds® changed the design of their coffee stirrers after discovering the spoon-like stirrers were being used to snort cocaine. Not exactly the publicity the company wanted.

The best way to avoid problems is to consult knowledgeable promotional marketing or advertising specialties professional. These folk can provide valuable insight and steer you toward products that will serve your best interests.

Read an expanded version of this article at www.CrooksAdvertising.com. For more info on waterless tattoos visit the most authoritative waterless tattoos site on the planet at www.WaterlessTattoos.com

Placement of your logo on promotional marketing items, such as baseball hats, should be given as much thought as is given to selection of the item itself. Lets assume you've chosen an appropriate item for your event or promotion. And your primary goal is to broaden your name I.D. Now, let's give the same serious thought to logo placement. Consider the following: how will the product be used, where will it be used, venue, day or evening event, indoor or outdoor, will people be sitting or standing?

With ball caps worn to a sporting event, most want to put the logo on the front. But if you want to maximize the advertising potential of a cap, put the logo on the back as well.

Folding, portable chairs are another place people commonly misplace the logo. Why put the logo on the front of the chair, where it is covered up when the chair is in use? Better to put the logo on the backside of the chair where everyone behind the user can see your logo.

What about pencils and pens? Ensure that the imprint is as near the eraser end as possible. This way, your logo remains to be seen even after multiple sharpenings. Same for pens. People hold a pen towards the bottom. If your logo is imprinted toward the bottom it will be covered up when the item is used properly.

With mugs, ask yourself, "Who do I want to see my logo? The person drinking? The person sitting across from the person drinking? Both? Pick up a mug and drink from it paying careful attention to what you see. Imagine your logo or message on the INSIDE lip of the mug. How about the bottom inside of the mug. And remember the bottom outside of the mug too. All these areas are imprintable with your logo. You need merely decide who you want to see your logo and how much you can afford to invest in a mug.

Say you want to have your name seen at the beach. Beach towels are an ok idea, excep that when people lay on them they'll cover up your logo. And while some people may leave your towel stretched out while they take a dip or play beach volley ball, many will scrunch it up to keep sand off of it. So a beach blanket may be a great idea. But again, when in use, your logo is covered up.

A better idea for the beach may be a cooler. Most people will want the logo on the lid where it will only be seen by who ever get's in the cooler. Better to put the logo on the front and/or back where it will be seen by passers by and from a distance.

Read the full version of this entire article & more at www.CrooksAdvertising.com

Developing great ideas to promote your business isn't that hard. It simply takes a subtle shift in mindset and an understanding of what you really want to accomplish. The shift in mindset comes when you understand the difference between a giveaway and a promotion

A giveaway is a one-way street. A business gives away some cheap "doo-dad" thinking it will create goodwill and effectively promote their business, mindless of the fact that the item is irrelevant to their business. The recipient takes the item home and: 1) puts it in a drawer, 2) gives it to the kids, 3) throws it away. With a giveaway you cannot measure your return on investment. You gain practically nothing meaningful, certainly nothing you can actively follow up on. And, as far as building business? Few will say, "Wow! They gave me a cheap piece of junk with their name on it! I've really got to do business with them."

A promotion is a two-way street. You determine what your want your prospect/customer to do - then you figure out a way to get them to do it. Trade shows are a good example.

Most companies "give away" something cheap to everyone who stops or walks by. But as a business owner/marketer, you don't care about everyone - at least you shouldn't. You should only care about those who are interested in your product or service and can afford to pay for it. Being a smart promotional marketer, you offer something of value to those who will fill out a short "need-assessment" sheet. This is how you qualify your prospects and obtain meaningful, actionable data. A Financial Planner that's giving pens to everyone would do better to offer an imprinted booklet about Managing Your Finances to those who fill out the form. Sure, the booklet costs more than the pens. BUT, the Financial Planner obtains information to effectively follow up on. The return on investment is measurable and, the prospect has a meaningful item that is relevant to their interest.

Cheap giveaways have their place when donating to "goody bags" or as prizes for contests or token thank-you gifts. However, when your goal is to promote your business, secure qualified leads or increase traffic - effective beats cheap!
For more promotional marketing ideas visit www.waterlesstattoos.com or www.crooksadvertising.com.

Too often, tradeshow exhibitors believe that handing some cheap do-dad to everyone who walks by their booth is effectively promoting their business. It's not. The whole point of a tradeshow is to find qualified prospects. That means you have to find out who is interested in your product or service AND can afford it. You can't do that if everyone is walking by.

Here's how I engage people at tradeshows. I use a water globe game where you attempt to get a golf ball to sit on a tee. I stand at my booth with the thing in my hand with 2 or 3 more sitting on the table.

I play with it and invite passers-by to try it. I tell them, "If you can get the ball to rest on the tee, I'll give you a free flashlight."

While they're trying to accomplish the task, I ask what they do and appropriate follow ups from there. Most people can't get the ball on the tee. So after a couple minutes I say, "Would you like an easier way to get the flashlight?" I then hand them my "Needs Assessment Profile".

I say, "This sheet pretty much mirrors our approach to promotional marketing. 1) What do you want to accomplish with your marketing? 2) Who do you want to impact? 3) And most importantly, what do you want the target to do?

Each section has check offs to make it easy. If they fill out the form, I give them the flashlight. If they take it with them and fax it later, I mail them their gift.

A number of important things happen here: 1) If they fill out the form, it's likely on some level they are interested in what I have to offer. 2) I only give away something IF, and ONLY if, I get actionable data first. 3) I and my company are associated with a happy/fun moment in their life.

There are hundreds of ways to arrest tradeshow attendees. A paper cup, a golf ball and a putter. A magnetic dartboard. Ring toss. Throw a ball in a basket. Firing rubber bands with your finger to knock over a cup. Drop a coin into a shot glass that's inside a large jar filled with water. Some of the best activities are the ones that elicit the comment, "I haven't done this since I was a kid," such as hula hoops, paper airplanes, silly putty %u2026 playing tic-tac-toe.

With a little creative thought, you can come up with a simple, fun activity that will arrest traffic without resorting to simply giving stuff away. For more ideas visit www.waterlesstattoos.com or www.crooksadvertising.com.

So I'm on a tight deadline and I get this guy's voicemail and he says, "Hi. I'm either on the phone or away from my desk. Leave a message and I'll get back to you as soon as I can." I'm thinking, "Well that's just brilliant Einstein. Now tell me something I don't know, such as WHEN YOU'LL CALL ME BACK!"

First of all this person apparently doesn't know if he's on the phone or away from his desk. Worse, I have absolutely no idea when I might expect a call back from him. He might as well leave a message that says, "Leave a message and have fun twisting in the wind until I call you back." Even worse is, "I'm either out of the office or away from my desk." Yep. That's helpful. Reaaaaal helpful.

Today, the technology exists so that we do not have to leave people twisting in the wind. Giving customers and clients some idea of when they'll hear from you, shows them that you are mindful of their need or want to get a hold of you. Here's how I handle it.

About 9 years ago I discovered a little thing called busy call forwarding. If I'm talking on the phone the call is forwarded to a message that says, "Thank you for calling. I'm in the office but I'm on the phone. Please leave a message and in most cases I'll call you back in 20 minutes." I get lots of compliments on my "20 minute message". And, it impresses people when I do, in fact, call them back in 20 minutes.

If I'm out of the office (or in the bathroom) the call goes to my regular answering machine that says, "Thank you for calling Waterless Tattoos.com. We're out of the office, but please leave a message. We'll call you back as soon as possible, most likely, today. If you need to reach me sooner, call my cell phone at xxx-xxx-xxxx"

Either way, the caller has SOME idea of when I'll call them back. They can also call my cell phone. If I'm not in a meeting, I answer it. I usually check my office messages about every hour when I'm away.

Now some people, mostly real estate types, are right on top of things with voice mail messages that say something such as, "Today is Friday (insert date) I'll be out this morning but back in this afternoon after 2pm. Please leave a message %u2026 etc".

Life is unpredictable enough. Any time you can add predictability to someone's life - you're telling them that you're in control. You're also telling them you care. What is your voice mail message telling your callers? For more marketing articles visit www.waterlesstattoos.com or www.crooksadvertising.com.