Four Savvy Strategies for Crafting Unforgettable Content (Part 3)

Shocked man holding some documents

In the age of visual brilliance and short-lived attention spans, sometimes we wonder if content really counts. But no matter how glamorous the graphics, they simply cannot stand alone. (Even the Lone Ranger had Tonto, right?) Today, we’re looking at part three of this question: How do you write exceptional copy? Content that commands attention, arouses interest, or compels people to action? Last week, we discussed slogans and sensory appeal. Today we’ll consider one final, fun technique.

4. Jaw-Dropping Surprises

Remember the “no way!” stunner at the end of The Usual Suspects? Kevin Spacey shakes off his signature limp and strides to freedom as his police interrogator gradually realizes Spacey is a mastermind killer who lied brilliantly for hours. Or remember how your jaw dropped when Darth Vader revealed he was Luke’s father? While these movie plots were phenomenal, the surprise factor was what drove them home.

That same principle applies in writing. As Chip and Dan Heath discuss in their book “Made to Stick,” our brains filter out consistency to focus on differences. Marketing “surprises” may include splashy headlines, shocking graphics that bring your message to life, or a story that encapsulates a core message.

In 2009, copywriter James Chartrand of a prominent website design company “Men with Pens,” dropped a bombshell on the writing world with this plot twist:

“Why James Chartrand Wears Women’s Underpants.”

Chartrand went on to reveal that SHE was actually a (literal) woman, a woman who had previously struggled as a freelance writer and single mom. As she labored to gain credibility, she decided to experiment with a male pseudonym, and quickly found her blog in Micheal Stelzner’s list of the Top Ten Blogs for Writers. Chartrand’s biography post was brilliant, authentic, and fun. But the surprise factor (that “he” was really a “she”) was the kicker that kept people talking about the company for years.

While you may not be able to drop a bombshell in all your copy, you can upend reader expectations in three other ways:

First, break the norm whenever you can. Offer unconventional advice, provide simple techniques or little-known shortcuts, or use angles you would normally avoid (like blatant typos in upscale literary magazines like we mentioned in part one). In life, and especially in art, people crave the unexpected. Surprise people consistently and you will be rewarded!

Second, defy expectations. Writers can do this is with odd pairings or disrupted patterns. For example, serene words like spa, relax, and peace can be disrupted by words like devastate or scandalize. Avoid traditional clichés (knight in shining armor, white as snow) in favor of words that overhaul expectations. A spa ad could feature odd word combinations like scandalizing serenity, gluttonous, self-gratification, or services that are devastatingly delicious. Surprise them as you shatter clichés or use tonal dissonance that is abrasive to the ears.

Finally, build a logical flow and then intentionally disrupt it. Check out these “surprise factor” car advertisements that perfectly illustrate the point. A romance spoiled. A hero thwarted. Ridiculous ideas grab us as things are placed out of context (like dogs driving a car). As you watch these clips, consider what you thought was going to happen versus what actually happened. Pay attention to the emotion you experienced when the surprise was unveiled. Did you enjoy it? Of course you did! And you’ll remember it longer as a result.

Whether it’s a plot twist, shattered clichés, or unexpected humor, readers crave fresh content and they will thank you for providing it. Now go create some surprises of your own!

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Takeout Menus: Functional and Promotional

Woman ordering takeout in kitchen

Most restaurant owners know that their menu is one of their top selling tools.

While this may surprise the average consumer, restaurant managers often use their menu to upsell pricey items such as appetizers, drinks, and side items. The placement of each item within the menu is of the utmost importance, and even small changes can cause a jump in sales of ten percent or greater — or a similar-sized drop in sales if item placement doesn’t work for buyers!

Printed takeout menus are still one of the best printed promotional tools that restaurants can use. Consumers are more interested in ordering food ahead of time for takeout, and having a menu visible when hunger hits really boosts your brand to the top of your consumer’s mind. See how takeout menus are one of the most functional and valuable tools for your restaurant business.

Strategically Situated Items

Restaurant menus are highly tailored, and often tweaked multiple times a year by consultants or managers to ensure that consumers are selecting items that are the most profitable and pleasing to their tastes.

If a menu isn’t easy to read, consumers can become confused and take additional time before placing their order, which may lead them to look elsewhere.  Guests are easily confused and overwhelmed when there are too many choices presented. Restaurants often try to limit their choices to a maximum of seven options per food segment to reduce the chance that people will default to a known option that may be less expensive.

Shifting Consumer Habits

Rachel V. noticed that her restaurant was gaining significantly higher dollars from takeout orders than at any time in the past.

In order to capitalize on this trend, Rachel decided to work with her local print shop to create a friendly takeout menu that highlighted a variety of their in-house favorites that were less likely to lose quality if they were boxed and transported elsewhere.

While customers were welcome to order anything on the main restaurant’s menu for takeout, the items the team added to the takeout menu were the “recommended” options. Rachel decided that not only could she use the menu as a functional piece that listed their phone number to call ahead for orders and the appetizers and entrees that they offered, but also as a promotional vehicle to offer seasonal discounts and special deals.

Smart Menu Design

Rachel knew that creating a takeout menu with enough food variety to interest her clientele was important.

With the limited amount of space available on the printed takeout menu, Rachel decided to leverage the space by putting visual cues around the most expensive items. This served to set these foods apart and draw the eye with small pockets of negative space.

She also decided to get a little creative with the descriptions of the food that she added to the menu. Oddly enough, she soon noticed that these menus were drawing in new customers — customers who were purchasing some of the higher-priced options that her traditional visitors were not necessarily drawn to.

As time went on, Rachel continued playing with the options that were on her restaurant’s takeout menu. Seasonal favorites were added, coupons made an appearance, and special items were a high point for returning customers who valued the convenience of being able to order their food ahead of time. The small print runs offered by her local print shop allowed her the flexibility that she needed to test, adjust and test again!

Four Savvy Strategies for Crafting Unforgettable Content (Part 2)

typed words on a Vintage Typewriter

Have you hit a slow spot in your print or online marketing? Need a boost to garner fresh vision? In this three-part series, we’ll examine hands-on tools to enliven imagination. Today, we’ll focus on part two of this question: How do you write content that commands attention or sticks with people for months to come? Last week, we discussed “matching the media and the message.” Today we’ll consider two more simple strategies.

2. Saturate the Senses

One way to arouse interest is appealing to the senses. Strive to write content that paints a strong scene in your reader’s mind. Make your message easy to pull from memory by tying it to a taste, sight, smell, sound, story, or a triggering word association.

KIT KAT chocolate bars nailed this in 2007, celebrating the simple delights of candy and coffee. Known for its “break me off a piece of the KIT KAT bar” slogan, the company paired an image of coffee, a KIT KAT, and these words: “A break’s best friend.” Ad copy extolled the joy of life’s small rewards, so blending coffee and KIT KATs was like “getting two breaks in one.”

KIT KAT radio ads were perfectly timed during the listener’s morning commute or lunch breaks, and the word association of coffee breaks and chocolate made mouths water. After twelve months, KIT KAT experienced a double-digit sales growth and received national recognition for years to come.

McDonald’s awakened appetites through a short message paired with romantic, artful visuals. During summer months when nightlife blossoms, the company wanted to remind customers that late night is a great time for a snack, and McDonald’s was now open past midnight. Ads featured blurred, out-of-focus points of light, glowing together to depict a Big Mac, sundae, and crispy fries. Like a dreamy Eiffel Tower scene, the images reinforced two simple words: “Open Late.”

As you look to saturate their senses with your own hard-hitting content, here are some tips to consider:

  • Use words that show, don’t tell. Be as vivid and descriptive as possible, allowing them to vicariously experience your product or its benefits, rather than just “hearing” about these advantages.
  • Paint a picture. Use adjectives that include savory details of sights, smells, and sounds to draw them in.
  • Give specific, concrete advice. Move from vague concepts to helpful takeaways.
  • Wrap any message you can in an upbeat, moving, or suspenseful story.

3. Coin a Contagious Catchphrase

“Just do it.”

“Breakfast of champions.”

“Melts in your mouth, not in your hands.”

“Finger-lickin’ good.”

Like that jingle that rattles around your brain for months, a sticky slogan is a powerful way to influence customers. Why do great slogans matter? Because taglines are memorable, they differentiate the brand, and they stay relevant over a long period of time. Slogans offer a concise phrase or idea people will immediately associate with your product.

As you shape your own contagious catchphrase, consider questions like this:

  • What is your product about?
  • Can you encapsulate your message into a memorable phrase or title?
  • What unique perspective or technique does your brand offer?
  • What need or concern can you address? What real-life problem can your product solve?
  • Is there a “Eureka” factor you can highlight? What hard-hitting verbs, colorful adjectives, or real-life situations best capture these “Aha!” insights?

Once you’ve settled on a memorable phrase, feature it prominently, consistently, and with fantastic visuals to bring it to life!

Looking for more motivation to keep your copy fresh? Join us again soon as we discuss tips and tricks for producing content that counts.

4 Savvy Strategies for Crafting Unforgettable Content (Part 1)

Text Content is King typed on retro typewriter

In the age of visual brilliance and short-lived attention spans, sometimes we wonder if content really counts. But where would vibrant graphics or sensational social media campaigns be without dynamic copy? Nowhere! Like Batman without Robin, like brawn with no brains, hard copy is fundamental to your success.

So, how do you write content that commands attention? How do you write copy that moves a reader and compels them to action? In this three-part series, you’ll discover four practical strategies for writing fun, dynamic, and memorable content.

1. Matching the Media and the Message

L.L. Bean is an outdoor clothing and recreational equipment retailer with this brand message: the outside is in everything we make. L.L. Bean believes the more time spent outside together the better, and they design products to enhance that experience. In one of 2017’s most intriguing print campaigns, L.L. Bean brought its “Outsider” concept to life with a print ad that could only be read outdoors. The copy, if read indoors, appeared almost blank except for these words sprinkled across the page: “Just bring this outside.” Readers who complied saw the full text emerge (thanks to photochromic ink, which changes color after exposure to sunlight) to reveal a full ad looking something like this:

“Welcome to the outside

Where there are no strangers

Where days have names like beach, snow, and bluebird

Where the smell of the campfire means you’re in the right place

You don’t need a passport to come here, an invitation to play here, or a membership to belong here

Just step outside your door and you’ve arrived . . .

It doesn’t matter where you come from

Only that you come here often

Wherever you are, join us

Because on the inside, we’re all outsiders

And if it’s outside, we’re in.”

The text concluded with an L.L. Bean logo emblazoned across the bottom, and the “Outside” brand experience was one a reader could never forget!

Another memorable media and message combo was produced by Kentucky for Kentucky, the organization that unofficially promotes the state of Kentucky. This group placed a hilarious full-page ad in Oxford American with a brazen typo at the top:

“We speak you’re language.”

The accompanying copy explained: “We know. It’s ‘your’ not ‘you’re.’ We just figured that a typo would be the best way for our ad to stand out in a fine publication like Oxford American magazine. But nice catch anyway, William Faulkner.”

Oxford American, a quarterly literary magazine dedicated to featuring the best of Southern writing, was an iconic medium for this downhome message. Kentucky for Kentucky’s brand identity (irreverence and a commitment to upending traditional Kentucky stereotypes) preached volumes through this boorish grammar breach, drawing attention like a straight-up ad never would. Kentucky for Kentucky partner Whit Hiler was pleased with the result: “I think typos can be a good thing . . . It’s so perfect for that particular magazine.”

Looking for more inspiration to up your creativity quotient? Join us again soon for examples, tricks, and tips to kick your content into high gear.

Change Your Scenery, Change Your Outlook

Company coworkers working in office and sharing new ideas

On the sixth floor of a Boston office building, a sprawling Art Deco lounge gives way to a row of small, glass-walled offices. While the offices seem identical, the residents are not. As you stroll down the hall, you’ll encounter data scientists developing smart-home technology, tech rooms packed with drones and virtual reality headsets, a venture capital start-up, or even employees of Amazon, General Electric, or Liberty Mutual insurance. What do they have in common? A desire to change scenery and synergy through shared office space.

“Moving out of the corporate office empowered us to think and work differently,” said Adam L’Italien, Liberty Mutual’s director of innovation.

While Liberty wasn’t short on space, three years ago the company moved its Boston-based innovation center to a rent-by-the-month office space called “WeWork.” WeWork is one player in a co-working explosion in Boston. Since the start of 2017, co-working operators have leased 1.3 million square feet of office space for collaborative bullpens that attract smart young workers. Collaborative spaces offer employees the flexibility to work remotely, ease in moving around the city (versus locking into a longer lease), and the creative energy co-working can bring. Ann Smarty of Entreprenuer says this:

“Co-working allows you the opportunity to network and collaborate with a wide range of bright minds. Proximity gives you the chance to ‘pick the brains’ of professionals in your own line of work as well as those in related fields. Working across the desk from someone with a completely different skill set can help you discover a new source of ideas . . . (and) you might find your brain is starting to work in different ways, too! Taking the risk to invite others to work alongside you breathes new life into the creation process and shows in the finished product.”

Relationships: Our Most Valuable Resource

Whether it’s networking or collaborating, we know that together we can achieve things we never would alone. Business is constantly changing, and collaboration can shape insightful new perspectives. So where does meaningful networking fall in your list of professional priorities?

A recent LinkedIn study revealed that 70 percent of people in 2016 were hired at a company where they had a previous connection. But while 80 percent of professionals consider networking to be important to career success, 38 percent said they find it hard to stay in touch with their network.

What is one natural, rewarding way to overcome this obstacle? Doing business locally.

While it can be difficult to plug into regular networks or co-working opportunities, connected local communities are a great avenue for inspiration, feedback, and opened doors in the future. And vibrant local business relationships are a refreshing antidote to the isolation of the daily grind!

The Best Business is Born From Relationships

They say your “net worth” is only as good as your “network”. Local business partnerships foster a thriving business community that empowers us to grow in our goals, to collaborate on custom solutions, and to connect with important relationships and resources. It is our privilege to serve you, building a trusted partnership so that your print experience is better every time.

As you print here at home, we guarantee timely, best quality work from a printer who personally knows your product preferences, your past print specs, and the tailor services you’ve come to enjoy. As a bonus, staying networked with local businesses is thought-provoking, energy-boosting, and empowering! We enjoy our clients and look forward to great conversations with you this year. Thank you for your business.

Printed Reminders Keep Sales on Track

Calendar Concept with a red pin

Remembering to go to the doctor or dentist’s office was much simpler back in the day when nearly everyone had a printed calendar. You would go home after a visit and immediately add your next visit to your calendar. The complexities of life today means that it can be tough to keep track of everything, even if you’re putting follow-up visits in your smartphone. The cost of a missed office visit can really add up over time, causing professionals to lose thousands of dollars per year. The tiny cost of creating a simple printed reminder that can be saved to your patients’ fridge provides an extra touch point for busy individuals.

Improved Experiences

Improving the experience of patients in today’s competitive environment may mean the difference between a growing and robust practice and one that dwindles away over the years. One physician’s office saw the benefits firsthand when Dr. Marcus L. decided to implement small printed reminders for his patients. As a family health practitioner, Dr. Marcus would often require follow-up visits with patients after their blood work was returned to review their results. Many patients would forget about this check-point, costing his staff time and money due to blank spots in their schedules with no billable time.

Boosting Revenue

Dr. Marcus was already working with a local print shop on some flyers for an upcoming health fair, and his account manager heard his woes and recommended a short-term test of some printed reminders. Dr. Marcus agreed and printed up a 3 month supply of the small reminders for his staff to pass out to patients. What he discovered after that test period was quite surprising! His staff helped track the number of empty slots. He discovered that there were 25% fewer empty slots on his schedule due to the reminders!

Printed reminders help keep patients and staff on track with follow-up visits for doctors and dentists — and could benefit many other professional offices as well! Think hairdressers, aestheticians . . . the list is endless!

How to Bring in Trade Show Traffic

Visitors among the stands of companies.

Picture this: it’s three weeks before your next trade show, and you’re no closer to formulating a plan of attack. Last year, the public milling about your booth was polite but lackluster. Your IT business may not be the most exciting one at the trade show, but you know you can do better. The good news is that you can. Here are some unique things you can combine with your print marketing efforts for maximum trade show results:

Look for Ways to Be Different

A company in Los Angeles called Finders Key Purse found they got the notice they wanted at trade shows by thinking slightly outside the box. Their product was aimed to make it easier for women to find their keys in their overflowing purses. Because they wanted to market their product primarily to college women, they decided to dress up as cheerleaders to make their booth both themed and identifiable.

The tactic had nothing to do with looking like a group of sorority sisters. The actual staff of the company was mostly composed of older women. With tennis shoes and silly outfits, they looked fun, friendly, and focused. You certainly don’t have to dress up as cheerleaders to gain attention to your IT booth. But you may want to come up with a way to give your company a fresh makeover when it comes to your trade shows. Clothing is one major way that you can set your company apart, but it’s certainly not the only way.

Stock Up on Freebies

Trade show freebies are some of the best parts of going to a trade show. Practically every company is giving out some type of gadget or item with their name splayed all over it. These are a great way to get noticed because it provides immediate gratification and keeps your company name front and center.

And of course, you’re going to need a friendly staff and excellent printed materials. Once you hook people in with a little gimmick, you have the opportunity to introduce your business and give people an idea of how you can really help them get where they’re going.

Coupons that Count

senior cuts  coupons out

Persuasive Promotions Can Transform Browsers to Buyers

Are you the child of a parent who meticulously clipped coupons to pinch pennies?

As the pace of life has accelerated, the frequency of in-store couponing has decreased, in part because online coupon codes and apps have blossomed.

But coupon promotions are not a thing of the past!

According to the 2017 Holiday Shopper Report, 92 percent of consumers say promotions influence their holiday purchasing decisions. And coupons can be the catalyst that converts people from browsing to buying.

So which types of promotions do your clients want, and how can you use them most effectively? Here are a few tips to sharpen your focus.

Keep it Simple and Straightforward

Have you ever tried to use a coupon only to find the fine print disqualifies almost every purchase? This “fake sale” frustration can turn off clients from your company for good. Keep your coupons and discounts simple – avoid the fine print and honor the effort consumers have made to connect with your business. The same goes for referral campaigns – if a customer provides a valuable referral, honor their effort with a quick, valuable, and personal token of thanks.

Try to keep things simple with your product presentation as well. Remember, an overload of options can lead to “analysis paralysis,” or situations where a customer finds it too difficult to decide which product or promotion is best. When it comes to numbers and features, promotions should be clear and compelling enough to comprehend at a glance.

Push the Freebies

Shoppers often value freebies more than they value discounts.

Whether you offer a “buy one, get one free” or you include a complimentary gift with a particular purchase, often a free item is more psychologically compelling than a percent discount that actually brings greater savings. Free stuff also warms the heart and builds goodwill with loyal customers. If a free product is too great a stretch, consider offering limited time offers for free shipping, gift wrapping, refills, or deliveries.

Price it Right

In his book, Contagious: Why Things Catch On, marketing professor Jonah Berger explains how our perception of numbers affects how we understand a discount price.

He called this theory, “The Rule of 100.” Berger’s research highlights two pricing cues:

  • A percentage discount off an item under $100 off will always look larger than the dollar discount. For example, 25% off of $75 appears larger than $18.75 off of $75.
  • A dollar discount on an item over $100 dollars will always look larger than a percentage discount. For example, $93.75 off of $375 appears larger than 25% off of $375.

Offer Tipping Points to Incite Action

A tipping point can be anything that creates urgency or builds customer confidence to the point they’re willing to pull the trigger.

As you craft coupons or print promotions, remember to highlight time-bound flash sales, limited product quantities, or how your promotion is most relevant to your customer’s calendar or budget cycle.

Alternatively, the right emphasis on product quality can also move prospects to bite because your item is “worth it” or because they “deserve it.” Discounts are great, but sometimes value is even better!

Make Your Move

Ready to transform your browsers to buyers? Printed inserts and coupons are a great way to make your offers leap off the page! We’ll help you craft clear, compelling, visually stimulating promotions that reel in prospects and keep your loyal customers coming back again and again!

 

How Building Effective Teams Can Supercharge Your Business

Smiling business colleagues high fiving each other in an office

Team building can be an overused cliche in business circles, but there is something truly magical about what a cohesive team can create together. Individuals working alone are able to contribute specific tasks towards a goal, but a team working together adds energy and power to push their achievements higher. This is one of the reasons there are so many books and manuals focused on building effective teams. If you have never seen this in action you may not believe the synergy that can be attained — it is almost like a force of nature. See how building effective teams will maximize employee productivity and happiness as well as helping you retain your hardest workers.

Effective Teams Bring Their “A” Game

A Gallup article from a few years ago stated that up to 70% of employees are showing up to work disengaged, costing the American economy billions of dollars every year in lost productivity. When you find ways for these individuals to connect to one another, they become invested in seeing each other become successful. Engaged, enthusiastic employees are ones who are constantly looking for ways to innovate and exceed expectations. If you could move the needle on even 20% of your mediocre performers, the impact to your bottom line would be significant.

Effective Teams Provide Diverse Ideas

The age-old saying that ‘two heads are better than one’ is extremely valid in today’s business world. The complexity of ideas and interconnectedness of our systems means that it is difficult for any one person to have the knowledge needed to innovate and excel. Bringing together your team in a safe space allows for the free flowing of ideas between members — and the ability to synthesize these great ideas into something actionable for leadership.

Effective Teams Blow Through Restraints

Where one person working alone may be worried about going down a specific — and potentially risky — path, a cohesive team has the bravery to take the leap. These leaps are what drive lasting change in an organization. Without this shared risk-taking and an ability to literally blow through restraints, your business can become stuck in the rut of doing things the way they’ve always been done.

Effective Teams Inspire Others

Let’s face it, everyone wants to be a part of a winning team. When you see one team that seems to get all the awards, recognition and respect, you want to see what makes them special. Many times, it’s their ability to work effectively together and collaborate to achieve a shared vision and goals. When one team in your organization is able to attain this level of cohesiveness, it will inspire and motivate others to do the same. This breeds a more positive working environment for all.

Effective Teams Have Fun Together

When work ceases to be work and becomes something that you enjoy doing during the day, you are able to devote your heart more fully to the tasks at hand. This joyful passion shines through in everything that you do. Ineffective teams can cause this light to dim, but having fun together can create a bond where individuals connect at a deeper level.

There are so many ways that effective teams create a sum that is greater than the individual parts. When the team truly works together as a single unit, the strengths of each person are multiplied allowing for an oversized impact on your organization’s effectiveness. Bring your teams together if you want to truly supercharge your business!

Get Proactive With These Summer Marketing Ideas for Outdoor Events

Family Relaxing At Outdoor Summer Event

With school ending and summer starting, adults and children alike will be spending as much time as possible outdoors at home and community events. In most locations, summer weekends are chock full of local and regional events that attract a wide array of people. Some events attract local residents of a community or region, while larger events can bring tourists into an area for a few hours, day or an entire weekend.

Summertime creates both opportunities and challenges for marketing to clients. While you may have more opportunities to provide products and materials for events, getting customers to walk in your front door is more difficult. Customers who like to participate in summer activities spend as much time as possible out of doors including taking vacations, days off and leaving early. So how do you take advantage of summertime doings instead of having them take advantage of you?

Opportunities

Let’s start with the opportunities. Since people are out and about during summer at farmer’s markets, fairs and concerts, you may run into clients in one or more of these casual setting simply by participating in them yourself. You should always be ready to hand out marketing materials everywhere you go, especially if most of your clients are local. Fill a pouch or tote with apropos marketing handouts for people you meet when out. Handouts should be family-friendly and summer appropriate such as:

  • Water bottles
  • Water toys
  • Lip Balm
  • Sunscreen
  • Visors
  • Hats

If you give out marketing items that people actually will use in the summer, they will love getting them which puts your contact information in front of them for at least that day. Parents will also love anything that you hand out to occupy their children’s time such as foam fingers or other toys.

Beat the Heat

If handing out materials isn’t appropriate for an event, another idea is setting up a mister tent to help people beat the heat. In fact, handheld fans, water bottles (with water in them), squirt guns and other products that help people cool off will always be appreciated by prospects. Just be sure that your logo and contact information is big and bold. Misters are so delightful during hot summer events that they are very popular with all ages. To engage prospects, hand them small towels with your logo and information to dry off after they get wet.

Keeping Drinks Cool

For food events, cup or can holders that insulate are a fantastic handout. Arrange with food vendors to give them to every customer that gets a drink. Or create event promotional materials such as cups that have a coupon imprinted on them. The ultimate goal is to invite people into your brick-and-mortar business or visit your website, so a coupon offer for a free or discounted service is ideal for giveaways.

Challenges

The biggest challenge for marketers during summertime is to drive customers indoors to your business. People are inclined to spend time outside during warm weather. Additionally, customers may be out of the office for a significant number of days and can’t be reached. Therefore, it is important to think outside the box creatively to find prospects and offer them an incentive that will overcome their reluctance to come in. Every locale has one or more special events unique to that area. Go out of your office to where you will find crowds of people and offer them something that they can’t wait to use.