Free Small Business Marketing Tip – Pre-Promote Your Trade Show 1 of 3

If you’ve ever spent $5,000–or more–to exhibit at a trade show and came away with half the leads–or less–that you forecast, then you know first-hand the pain of wasting your money and your time at an event where you know you should have snagged new customers or referrals.Before your next show, make sure you secure the pre-show attendee list. Then you can mail out a promotional offer to drive traffic to your booth. If your pre-show attendee list contains emails, then by all means send an email out, too.You may have to pay for the list. A moderate processing fee is fairly standard. But some trade shows try to turn the list into a profit center; they charge far more than needed to cover the actual data processing and administrative labor cost required to put that list in your hands. These shows may charge $500 or more for their pre-show list.Even at that price, you may find it worthwhile to pay it, if you are already committed to exhibiting at the show. But just remember that there are usually several show you can choose to exhibit at; and next year when you do a cost-benefits analysis of which ones you’ll spend your marketing money on, factor in both the availability and the cost of the pre-show attendee list into your decision-matrix.The physical make-up of the direct mail piece requires careful consideration. Simple and direct is usually best for a B-to-B mailing such as this; and a postcard, self mailer or letter will all work well. There is no use trying to create a full-blown direct mail package with letter, brochure, lift note and reply device. This specific sub-category of event-marketing promotion requires a brief, well-written format with an offer appropriate to the audience.One important note: make sure you mail your piece out first class, presort. This is no time to skimp on money and mail it out standard (third) class mail. Don’t do it! Yes, we are huge fans of standard class mail for general promotions: nine out of ten times standard class is your best direct mail option. But the timing of the trade-show correspondence is simply too critical. Your standard class piece that is mailed nationally may take up to three weeks to arrive in your prospects mailbox, and that’s just unacceptable for a B-to-B mailing with a time deadline like this one.The cost of every piece of mail that arrives after your prospect gets on the plane for the show is 100% wasted.Above we mentioned the importance of delivering the correct offer to the prospect. The next two articles address that topic. Because, you see, there are at least two different audiences out there.Remember: People (customers and employees) + Package (your Face to the Customer) + Brand (who you are) = Marketing Success.© 2006 Marketing Hawks

Developing Original Humor for Your Talk

Most humor in the business setting is unplanned. It just happens. Spontaneous events with clients and co-workers create the surprises and uncomfortable situations which call for humor as a coping tool.We all have differing abilities to recognize, appreciate and create humor. How’s your HQ (humor quotient)? Do you work with people who are full of wit?Regardless of where you are now, you can increase your humor skills. When you study humor, it’s obvious there’s more to it than just spontaneous laughs. There are times when you may want to deliberately use humor, maybe even plan it in advance.Perhaps you want to spice up a training session or a planning meeting. Maybe you want to lighten up a sales presentation. You can learn ways to administer a dose of laughter to help you connect and communicate.There are three elements which can help you understand and structure your humor: surprise, tension and relationships.
First, humor is based on the element of surprise. Humor often comes from something as simple as someone saying the unexpected. The surprise twist creates the humor.Because of the element of surprise, when we are deliberately structuring a piece of humor (perhaps for a speech) we don’t want to telegraph the joke. A line like, “a funny thing happened to me on the way over here,” signals your listeners that a joke is coming. This will lessen the element of surprise.To enhance the surprise, it’s best to place the punch line at the end of the joke. And within the punch line, the punch word is usually given last. The punch word is the word that makes the humor work. It’s the trigger that releases the surprise.If your humor falls flat, do what professional humorists do. Pretend you are serious. Since the listeners didn’t realize you were making a joke, you never need to apologize or explain it. Turn your surprise into a secret.


It’s no surprise to people who work in pressure-packed work environments that humor is also based on this second principle: release of tension. Laughter is a pressure valve which releases muscle tension. Uncomfortable situations, fear and pain are all tension builders that cry out for humor. We find ourselves laughing at risqué humor and embarrassing situations because they make us uncomfortable. We release the tension they create with humor.People who intentionally and frequently use humor know tension can be used deliberately to heighten the impact of the humor. A pause placed just before the punch line or the punch word builds a sense of anticipation, a form of tension, which makes the joke stronger.In most jobs, daily challenges give you the opportunity to purposely use tension in setting up your humor. Simply by sharing a real life humorous situation, you can recreate the spontaneous circumstances which generated the laughter in the first place. Although there’s nothing like “being there,” you can improve on the actual event by embellishing to create a little more tension in the set up. You can structure the punch line for maximum effect by putting the punch word last. And you can pause to add impact.As we plan our humor, we also notice that the third principle of humor is relationships. Most humor is based on how things are related and not related. We can create humorous twists when we play with relationships.Gary Larson’s Far Side cartoons are well known for twisting relationships. One of his frequent tools is giving animals human characteristics. For example, the cartoon shows a car driving down the road. Driving the car is a bull. Sitting next to the bull is a cow. And in the back seat is a calf. They’re driving past a field with humans standing in the pasture. The picture, by itself, creates a funny picture by twisting the normally expected relationships. The calf sticks his head out of the car window and says “Yakity, Yakity, Yak!”Understanding the principle of relationships, you are able to create your own, original humor. You can create “shopping lists” from which you search for humorous connections.Let’s say you had an idea for building some humor. We’ll call this idea a seed from which the humor can grow. Perhaps, on a difficult shift at a hospital, someone made a comment that working in a hospital was like working in a war zone. This is the starting point for developing some humor.You’ll begin by creating two “shopping lists.” On one list you’ll put “hospital things.” And on the other, you’ll list “military things.” It will work better if you choose “military” rather than “war zone” because it’s a broader category which will give you more options when looking for relationships.Your first step is to brainstorm by making the lists as long a possible. The more items you have on each list, the more likely you’ll be able to make some humorous connections.As you make your lists, you’ll look for opportunities to branch out and create sublists to multiply your chances of finding humor. For example, if the idea “basic training” comes to mind, your sublist should contain everything you can think of relating to basic training: drill sergeants, marching, inspections.The next step is to search for connections between your two lists which might lead you to humor. Play with it. Then set it aside and come back to it later. Once you find something with humorous possibilities, you’ll massage it to maximize the humor impact.


To see what this exercise might produce:”Why a Hospital is Like the Military.”1. In the military, soldiers take orders from people with silver and gold on their shoulders. In a hospital, nurses take orders from people with silver and gold in their wallets.2. When discharged from the hospital after a Lower GI Series, you get the GI bill.3.,Nurses, like soldiers, see a lot of privates.4.mWhen filling out a hospital shift report, you sometimes resort to the policy of “Don’t ask, don’t tell.”5. Nurse training is like boot camp. Never before had you seen so many bald body parts.6. In the military, a fatigue is what you wear. In nursing, it’s what wears on you.7. Soldiers get combat pay. Nurses don’t…but should.Whether you’re creating a list or a slogan to go on a poster, looking for a monologue to open a speech or training session, or just searching for one joke to make a point, you can use these lists to create your humor. It works.These three principles of humor are illustrated by the classic slip on the banana peel. The slapstick spill illustrates surprise because we weren’t expecting someone to fall. We also experience tension. When we see someone get hurt we get startled, and react with tension. It also twists relationships. Seeing a distinguished person sitting on the sidewalk is something our of the ordinary. Surprise, tension, relationships…we laugh!Natural, spontaneous humor is one of your greatest tools for coping with stress as you work. By understanding what makes the humor tick, you can become better at planning and deliberately using this powerful adjunct to your success arsenal.

Consumer Credit Services

It isn’t surprising that consumer credit services are a booming business today. The credit card industry along with a strong economy for a number of years made overuse of unsecured credit all to enticing form most people. With an economic downturn now full-blown, most are reeling under massive financial debt. Consumer credit services are capitalizing on people’s need to get out of debt.Consumer credit services can help to facilitate the process of eliminating debt in a number of ways. For the person, who is still in control of his or her finances, there are services that help in future planning and budgeting, and are just educational in general. Beyond that, and for the people who are beginning to lose control, there is credit counseling along with debt consolidation. These consumer credit services work very well for the consumer who has yet to start missing payments or has fallen somewhat behind. Debt consolidation without the necessity of a loan works very well for those with smaller debt, but who are behind. For those with assets like a home or other property, they may find it necessary to obtain a secured loan using that property as collateral. While it is one way to pay off one set of debts, it certainly doesn’t get rid of debt completely.


Other options in consumer credit services such as debt settlement, debt management, and bankruptcy are more drastic measures, but each does work. Bankruptcy, while claiming to be a fresh start with all bills erased, no longer works that way. The consumer can often end up losing assets and still paying off some creditors. Both debt settlement and debt management work without the necessity of loans or loss of property. By working with a consumer credit service known as a debt resolution company, professional negotiators work with the consumer’s creditors and the principles are reduced. At times, this can be as much as 50% off the original balance. The consumer pays monthly into an insured account. Money from the account is used to pay off creditors. With even the most sensible monthly plan, a consumer can be free of debt in 12 to 48 months at the most.


Consumer credit services are found everywhere these days, and the consumer has to be aware that many of them are not what they seem. Checking credentials, certifications and references is paramount to working with one that will have a good and complete program.

Track And Field

Track and Field as it is popularly known in American English, was originally known as Athletics. Athletics is a word y derived from the Greek word “althos.” which means “contest.” It consists of a collection of sports events that can be divided into running, throwing and jumping events. These sport events were the original Olympic sports that athletes participated in 776 BC.Track and Field has various events that are open to males and females. Although you are not allowed to participate in events of the opposite gender, the events available are generally the same with some discrepancies. Some of the differences for women are a lower height in the hurdles and steeplechase barriers and the weight of objects for throwing events, such as shot, javelin and hammer.


Events that are available if you wish to participate in Track and Field are divided track, road running, race walking, and field events. These are further subdivided into throwing, jumping and composite events. Track events include sprints, middle distance, long distance, hurdling and relays. If you have a strong endurance, you can try road running or race walking, which are long distance events. If you are a strong athlete, you can participate in the shot put, hammer throw, javelin throw or the discus throws. If you are a strong leaper , the field jumping events consist of the high jump, long jump, pole vault, triple jump, standing high jump, standing long jump, standing pole vault, or standing triple jump. If you are a multi-talented athlete then you can join the composite events that are a combination of the different events.