I was flying home from Florida recently when a blizzard hit Denver and left me stranded. I wandered around the airport contemplating a variety of travel options and stumbled upon a newsstand whose wares included chocolate alligators. I bought a box for dinner and, as I sat in front of the store munching on the chocolate delights, I saw several others making a similar purchase. It occurred to me that you really can sell anything.

How do you know what could work? I learned a lot as I people-watched. There was immense traffic in the concession areas, from the Starbucks to the clothing boutiques. I considered my own purchase: I could have invested in a bag of M&Ms for dinner, or I could have bought a more reasonable (and healthier) meal. Instead, I selected chocolate aquatic reptiles as the best option. Why?

Packaging, novelty, price and accessibility are all qualities of a successful brand. Sales success takes careful planning. Have you ever noticed that Cheerios boxes are placed right at the consumer's eye level in the cereal aisle of the grocery store? That's no accident. Companies pay a price for placing products in specific locations so they can be seen and accessed by the consumer. You're probably aware of product placement in the movies. That Fed Ex truck in an integral scene of a Bruce Willis thriller is no coincidence. Some individuals have made a fortune selling product placements in Hollywood.

When a consumer is shopping for a bottle of wine, a label with a swordfish or leaping lizard might win a sale on looks alone. A clever logo, striking colors and unusual packaging can bring in millions for a company. I recently purchased a hostess gift because the packaging was spring-like, stunning and looked expensive despite the $12.99 price tag. I can't tell you whether the box contained chocolates, candy or cookies--but it certainly complemented my hostess's décor and party theme.

Branding is a critical part of your business. I didn't have an advertising budget when I began Le Gourmet. However, I knew that repetitive reminders are necessary for the consumer to understand your business. So I begin a creative, no-money marketing strategy. I left cards on my dry cleaner's bulletin board and brochures in ladies' rooms. I also posted magnetic signs I bartered for on my two delivery cars. Even if they didn't know who I was or what I did, people would often say, "Oh, I've heard of Le Gourmet!" That's exactly what it's about. Getting the name out there is your priority no matter what you're selling.

We've been marketing the Le Gourmet name for years. So although we're one business among many, if a consumer looking for a franchise or a gift basket picks up a phone book or googles the web, she's more likely to pick out a name she's heard before.

One of my franchisees was looking for creative ways to get her name out to the public. She couldn't give away gift baskets and could only afford a small bit of advertising. So she designed a flier with a 20 percent-off coupon, went to the busiest open-area shopping mall in Denver and offered free chocolates and the coupon to consumers there. Her time was well-spent: She wrote her product off as a marketing expense, and her charming personality brought in some great orders. If people know you, trust you and like you, you'll have a good baseline to develop an impressive clientele.

You have to convey the quality and value you provide to every current and future client. Get quality business cards, decent photographs that depict what you're selling, clear descriptions of your product or service and, finally, accessibility. There's nothing worse than spending time and creativity branding your business and then greeting clients with an answering machine or, worse yet, no option to leave a message at all.

When you do communicate with clients--in person, by phone or through the web--be clear and concise: Don't overwhelm with information, but do explain the who, what, where and why of your business, followed by your pricing.

You really can market anything and make a profit. Don't drop the idea of chocolate alligators just because someone else has already created them. Odds are, you can do it better, cheaper and more memorably.