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Tip for April 23, 2008

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Eastern Mountain Sports Sells its Staff's Competence

Jay Conrad Levinson frequently emphasizes that marketing can be free.

Eastern Eastern Mountain Sports, at the Fox Run Mall in Newington, NH, has obviously listened. They display a large cork board next to the entry. On it, they display photographs of their staff in various outdoors activities: hiking pictures from the top of a mountain, canoeing and kayaking in remote regions, and winter camping.

These pictures, which identify the staff members by name, not only "break the ice" with customers, but nonverbally communicate that staff members are knowledgeable and passionate about the products they sell.

Total cost? With the exception of a $10 bulletin board, FREE!

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