Here’s a brilliant marketing campaign you might want to use in your own small business.

Every quarter, a business owned by a friend of mine sends a 32-page print booklet to everyone in its database – 24 pages contain jokes, while the other eight pages are ads.

Customers eagerly await the arrival of the next joke book … which is another way of saying that customers eagerly await the arrival of the next marketing installment. What brilliant marketing!

Another reason my friend’s marketing campaign is so clever is that none of his rivals do it, which allows him to differentiate his small business from theirs.