tip of the week

 

Welcome to the last year of the century and the real end of the millennium. And, of course, the beginning of the winter show season.

Most of us have great products and great booth fixtures that show those products to their best advantage. After all, we've learned over the years that it's hard to catch the eye of the wily buyer madly racing down the aisles, looking neither left nor right.

What some of us lack is great literature to go with all that. Blurred out copies of copies of price sheets just aren't very professional. Neither is a catalog with half the offerings marked "discontinued." And, perhaps, neither is that plain jane 8-1/2 X 11 color sales sheet you picked up from the discount printer who nailed you in your booth last summer.

If you think that a business card with your current phone number is sufficient literature, think again. Not everyone writes enough business at the trade shows to keep them busy all year. For many craft businesses the orders taken directly at the shows accounts for less than twenty-five per cent of their annual business. How do they pick up the slack? In two words: good literature. A brochure and price list tastefully presenting your craft widgets will go a long way toward keeping you in the mind of your prospective buyer.

If bells or alarms are going off in your head, give me a call. There's still time before the shows.