Matt Hannifin, who runs Science Toy Magic (at the bottom of the stairs in the entry to our office) reminded me of two things today: 1) The value of keeping good statistics — he keeps detailed records not only of all his sales but where his leads came from, etc. He has correlated how much business he gets by dressing up in his Merlin suit and counts traffic on Walnut Street. 2) From that he concluded that a newspaper article with a picture is worth ten times the business to him as one without.
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