Guerrilla Marketing Association Coach, prolific author, and creator of the One-Page Newsletter (www.guerrillamarketingdesign.com) Roger C. Parker writes: “Until recently, I've been buying fewer CD's. In most cases. In the past, I've often purchased expensive CD's that just didn't live up to expectation. I haven't wanted to make any mistakes lately, so I reduced my music budget.

“The past few months, however, I've been buying more and more CD's. The reason is a musical preview system at Barnes & Noble that greatly reduces the possibility of making a poor buying decision.
In the store's music department, there are numerous headphone-equipped listening stations. Simply step up to one of them and place the bar code on the CD label under the Red Dot scanner. Instantly, the first cut of the disc starts playing.

“You can preview the first 90 seconds of every cut on every CD in the store! One of the first rules of marketing is to reduce risk for the buyer. The Red Dot system effectively takes the fear out of buying CD's. Question: How can you adopt this idea to your business?”