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Get Clients Now! (TM), 3rd Edition by Jay Conrad Levinson, C.J. Hayden

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Recipe: Putting on a Show

Organizing or participating in a promotional event can consume a significant amount of time and money. Before making a commitment to put on a show, check your budget. Add up all the costs of producing the event, promoting it, and making a good showing at it. Divide the total by the number of clients you can honestly expect to get as a result of the event, to see how much each client is going to cost you. Do you still think it’s worth it? Can you think of an easier or cheaper way to get the same number of clients?

Only if your event passes this test should you go ahead with it. Many professionals have found exhibit booths at trade shows to be an expensive mistake. On the other hand, free demonstrations or workshops have ...

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