Watering bowl
When you conduct screenings at health fairs or other community events, bring a big bowl and fill it with water for all the four-legged friends walking past the booth with their owners.

The pets always want to stop, and the owners appreciate the service. The “paws that refresh” open the door for conversation and interest in your booth and the screening process.

— Sherry J. Davis,
The Wake Up Coach,
www.wakeupcoach.com

3 most essential marketing tips

Small business owners — chiropractors included — must do three essential things to build their businesses, says John Jantsch, author of Duct Tape Marketing, www.ducttapemarketing.com.

1. Differentiate. Your business must stand out from all others in its class, he says.

2. Use technology to educate. The public uses technology. Put it to use to teach them about what you can do for them. And remember, technology can help in your customer service.

3. Develop your referral process. Most small businesses get their customers from referrals. Put a referral process into place and keep it nurtured.

— Business Week, www.businessweek.com