Member-only story
Location, Location, Location
And mojo!
The location was good. It was at the very end of Main Street just before the bridge that crossed the river. When tourists visited the town they tended to walk the full length of Main Street downtown then stop at the park by the bridge to gaze at the river before turning and heading back down Main Street.
The storefront was small but Paul did not need much space. Being at the end of the block there were windows not only facing the street but also on the side facing the river. Windows were important to him. And there was the river park across the street. Out of every window he could see trees and nature and also the hills on the other side of the river.
The rent was fair though not exactly cheap. Though Paul did not have much resources he had just enough to open the store. He decided to employ a business practice than ran contradictory to all business norms. He called it, No Advertising.
He did not pay for his business to join the local Chamber of Commerce or the local retailer’s association. He purchased zero advertising from the local radio station and placed zero ads in the local newspaper — not even to announce the opening of his new business. He would run the business on a zero advertising budget.
