Keep Your Sense of Humor

Start up Jounal via Chuck Huckaby’s Work At Home Business Opportunities:

Business owner Robert Wolfe has an offbeat sense of humor.

When he opened his first outdoor-gear and apparel store in 1992, it was papered with posters carrying captions such as: “If you’re not good at playing Frisbee, don’t play in front of a girl.�

Oddball one-liners like this one can be found throughout his company’s Web site and catalogs.The marketing strategy is “a reflection of our personalities, as opposed to a grand plan that was executed,� says Mr. Wolfe, a 35-year-old former camping guide whose company Moosejaw Inc. now has seven stores in Michigan and Illinois.

When employees and customers began submitting photos of themselves wearing Moosejaw-brand clothing for publication, the company obliged and now regularly features them in its print and online catalogs. The retailer receives about three customer photo submissions daily, says Mr. Wolfe.

Traffic to Moosejaw’s Web site has steadily increased — there were 943,000 unique visitors in October, compared to 557,000 the same month a year prior, according to Mr. Wolfe. The Madison Heights, Mich., retailer receives a rising flow of email with suggestions and favorable comments, says Mr. Wolfe.

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