Should getting customers to event not possible, you should try using client references on your display material for maximum impact. You would of course need to get permission from clients to be able to put their names on to display materials.

Free coffee anyone? : Some sales personnel might feel that giving away complimentary food and drink at a trade show booth is a waste of good money. They may very well be right. However, if you have a good prospect in front of you, chances of stopping him a couple of minutes longer are increased with opportunity of offering him a cup of steaming coffee.

Another strange thing that happens at stands offering complimentary food or drink is that there is usually some people standing around booth making it look busy. You will be surprised how people get attracted by seeing a busy trade show booth. It has something to with human perspective of being attracted to crowds but does work to your advantage in a busy trade show.

Focused communication: Various steps taken towards focused communication at a trade show booth can enhance chances of on spot sales and generation of genuine sales enquiries. Though this is mentioned in detail in another article, printed hand outs should be of good quality and carry all information about your product or service in a cohesive fashion.

The fact that trade shows are effective can only be further confirmed by noting increase in number of trade shows in past few years.

Besides, point of book isn't to top New York Times charts. Instead, you can use it to grow your financial planning practice through marketing and publicity.

Being an author gives you automatic credibility with media, most of whom would kill to have time to write a book. You can even use event of book's launch to line up some local TV or radio interviews.

Give book to everyone, including media. Send it to your best clients and your best sources for referrals. Sell it for a cheap rate, if you can, when you give speeches to community or business groups. It's a powerful tool to build your reputation and get your name in front of prospects.